Topo centras

Business Development Manager

Otto's Organics

Co-Founder

Three Solutions

Responsibilities:
🔹Develop and execute strategies to drive Marketplace growth.
🔹Foster and maintain strong relationships with key partners to enhance collaboration and maximize opportunities.
🔹Proactively engage in business development activities, identifying new prospects and exploring 
 untapped markets.
🔹Monitor market trends and customer behavior to stay ahead of the competition and adapt strategies accordingly.

COO of 3.Solutions Marketplace

DO OK. Life-changing software services

Business Development Specialist

MeetFrank

Expansion Manager

Atea Eesti

*B2G & B2B IT sales
*200k€ avg. deal size (€12M+ total revenue) 
*Specialized in tenders and custom solutions.
*Key account growth and CRM, fueling substantial public sector revenue increases.

IT Sales Consultant

Elion Enterprises Ltd

Junior IT specialist

MicroLink Eesti

Sales Executive | €12M+ in Deals | Otto’s Organics Co-founder | Hardware Specialist | Open for New Opportunities

Co-founder and Sales Lead at Otto's Organics, a new-generation family business that sells organic and sustainable products. With over 10 years of experience in the information technology and services industry, I have a proven track record of generating €12M+ in deals, delivering solution selling, and managing tender offers.

My core competencies include sales metrics, technical sales, and consumer goods sales. I am passionate about creating positive social and environmental impact through innovative and ethical business practices. I co-founded Otto's Organics to offer high-quality and affordable products that support the health and well-being of our customers and the planet.

Rait Otto

Content-First Ecosystem

Course Instructor

Content Path

Test, Iterate, Scale

Weekly newsletter and paid subscription to learn B2B Marketing

Newsletter Writer

folk

Investor

Reddot Growth

Co Founder (Exited)

European Commission

Advising the EU to strategise and localize their communication strategy in Thailand, Vietnam, The Philippines, Malaysia, and Singapore.

Regional Communication External Consultant

Pimclick

Head of Digital

Goethe-Institut e.V.

Marketing Consultant

Ministère de l'Europe et des Affaires étrangères

Strengthening a deep and meaningful bilateral relationship between France and Thailand by localising  messages, consolidating strong partnerships with private and public actors, leveraging digital tools and organising events.

Communication Manager - Embassy of France to Thailand

EUNIC 

Create and implement the communication strategy for the Bangkok EUNIC project organized by Portugal Embassy, Goethe Institut, French Embassy, Spanish Embassy, Italian Embassy, and Silpakorn University.

Communication Advisor

Build Your B2B Content Strategy with my Course

In 2022, I bootstrapped an agency to $1M in 14 months, and sold it in 2023. During this time, I went from 'growth marketer' to 'content marketer' for 1 simple reason: 

B2B buyers educate themselves with content before buying.

- They prefer to discover you with a LinkedIn post
- Then watch a 10-min youtube explaining your POV
- Or reading a newsletter about an in-depth case study

That's how they buy, and you need to adapt.

So you need to create content but the goal is not to become a pop star.

You don't want to follow this weird model where you publish 'engaging stories' and then 'funnel down' people to middle of funnel content.

What you want is to position yourself and your business as an industry authority.

That's why I created the authority-first framework.

To help B2B businesses create content that attract buyers.

- Check out our website here: contentpath.co
- Or you can DM me directly to start working together.

Pierre Herubel

The worst marketing scenario for B2B founders:

- Copy competitors' content with no direction
- Launch new tactics without clear roadmap
- Try a new hack, abandon, try another one
- Forget to track and analyze results

In other words: run in every directions.

The worst marketing scenario is when you don't have a clear direction. Or even worse, when you have multiple directions at the same time. One step ahead, two step backs, get lost, then start from scratch again.

An unclear direction is devastating for morale:

- Lack of clarity → "where are we going with this?"
- Decision Paralysis → "what should we do next now?"
- Poor results → "prospects are not interested right now"

From the market perspective, it's even worse.

- "I don't get what they do, it's always changing"
- "I think they boost revenue, but not sure how"

If you publish content, ads, or headlines and change all the time, your audience won't be able to 'position' you in their mind. You'll remain an unclear noise constantly fluctuating in the background.

Good news: there is a clear roadmap to set up a direction.

1. Marketing Strategy: Lay down the foundation

You need to constantly define and update the big 6 (Target Audience, Offer, Value Proposition, Positioning, Messaging, Brand Manifesto). They will be your leading light to make all your decisions.

2. Marketing System: Plan your efforts

Before trying to publish content, ads or pages, 'think systems' first. You need to install a robust roadmap to organize your marketing actions. For early stage startups, installing a marketing backlog is mandatory (link in comments).

3. Marketing Operations: Reach your audience

Becoming 'top of mind' is a game of repetition. You need to spread your messages coherently and consistently across all your channels. If you are solving a PURE problem and communicate how, you'll build momentum.

Follow me Pierre Herubel for daily marketing tips.

I help B2B Businesses get clients with content

CEO: "Our website doesn't convert, it must be the copy"
Me: "It could come from those 4 problems:"

1. Indeed, it could be a copywriting issue.

2. But it might be because of an unclear messaging;

3. Maybe, your value proposition (or offer) is not appealing;

4. Or, your target audience is not properly defined.

Now to be honest, it's rarely only a copywriting issue.

The problem is often rooted into a deeper marketing layer.

Because here's the truth:

Copywriting can't fix a broken marketing strategy.

- Fixing the headline won't make your offer "irresistible";
- Changing the ads won't create buying intent instantly;
- Posting content won't create a market problem.

CEO: "So what should I do for my website conversions? We need leads NOW!" 
Me: "Take a deep breath, and get back to the basics:"

1. What is the market problem you're fixing?
2. Who is your ideal customer within this market?
3. How do you fix THEIR problem exactly?
4. What offer can you propose them?
5. What is your desired market positioning?
6. What is your unique selling proposition?
7. How do you show this offer with key messages?

Answer those 7 questions, then update the website's copy.

Follow me Pierre Herubel for daily marketing tips.

Many founders confuse marketing strategy with tactics:

- They think "running ads" is a strategy;
- They think "posting daily" is a strategy;
- They think "doing webinars" is a strategy.

Because of this confusion, they don't have a high level plan.

- Who are we helping;
- For what problem;
- How we solve it differently;
- And what do we say.

As a result, they lack focus and direction.

- "Let's try this new channel!"
- "I read about a new automation hack!"
- "We don't want to miss this opportunity"

And it puts the business into a reactive posture:

No clear direction → Something external happens → We react to it → We try a new tactic → Intensify the lack of direction

To get out of this reactive marketing loop, you need to:

Distinguish strategy from tactics.

1. Strategy comes first: It's the high-level plan that guides how to achieve revenue goals.

2. Tactics come second: It's the specific actions and methods used to execute the strategy.

And don't forget the feedback loop between them.

Tactics' results always inform the strategic decisions.

Follow me Pierre Herubel for daily marketing tips.

Founder: "What should we include in our messaging?"

Me: "First, you need to answer those 5 questions:"

1. What does my Unaware audience need to notice first?

2. What symptoms help them realize the real problem?

3. What proof helps them trust the solution category?

4. What makes my method obviously better than the alternatives?

5. What gives the Most Aware audience a reason to act NOW?

Most companies only focus on the last question.

They're only speaking to the "most aware".

- Always pushing “you should buy now”
- Always sharing promos, discounts, CTAs
- Always posting technical product guides

And then they wonder:

“Why aren’t more people converting?”

Because 99% of your audience is NOT Most Aware.

The brands that win do the opposite:

- They educate before they sell.
- They cover the 5 stages of awareness.
- They build belief before they ask for action.

Now here's the truth:

You can't control who's in what stage.

But you can vary your content mix to cover the whole spectrum.

Follow me, Pierre Herubel, for daily marketing tips.

This Mistake is Killing Your Marketing Strategy:

(as well as your motivation and revenue)

Focusing on outcomes rather than the process.

- We need to find 20 clients now
- We need +20K of MRR next month
- We need a 20% increase in retention

Those are good objectives. You need them.
But you can't leave the meeting without a plan.

Objectives → Action Plan → Execution

Without a proper plan, you will:

- Test all the latest 'hacks'.
- Try new tactics all the time.
- Forget you tried them, try again.

You'll get to a point where you are so confused that you don't know what's wrong. Is it the offer? Is it the messaging? Is it the weather?

Last year someone told me: 

"Pierre, your marketing sounds like engineering"

I said "Yes it's all about frameworks, processes, and systems"

After 7 years of trial and error and over 300 marketing projects, I found them to be my best allies. They allow me to structure the workload, track what works, and stay in control.

So here's my advice to anyone in charge of generating revenue:

1. Analyze the objectives
2. Map all the steps
3. Plan the execution
4. Track, stay in control

Follow me, Pierre Herubel, for daily marketing tips.

New masterclass in my course: Build your Warm Outbound System

Most B2B businesses’ content plan looks like:

- “We're proud to receive this award!”
- Show our “brand values”
- Promote an ebook
- "Meet our new sales director!"

Here’s the harsh truth:

You won’t become the go-to expert of your industry with this kind of content.

Instead, you need to start thinking more like a media.

- Build a brand where people get info from
- Post content people save and reuse daily
- Help your audience with in-depth insights

Your audience needs to feel “They really understand my day-to-day and give me useful tips, I want to follow them”

That’s how you build top of mind awareness.

And guess who they’ll call when they need help?

This problem will make your marketing fail:

(And it’s more common than you think)

Stopping at basic customer information.

- "Our customers are CMOs"
- "They work for SMEs of 200 people"

Those are essential insights. 

But you can't rely only on this.

You can’t stop at firmographics and job titles.

Without in-depth insights, you will:

- Have a generic messaging
- Struggle to handle objections
- Write poor copy and headlines

You'll build a generic positioning. Because everything starts from audience knowledge. Imagine how precise you could be with the right insights.

Imagine if you knew this:

- "We know WHY, WHEN, and HOW they buy"
- "We know the PROBLEM they face daily"
- "We know what they've TRIED before"
- "We know their JTBD and OKRs"

With those answers, you can write REAL marketing messages.

Not just “We help CMOs boost revenue"

Follow me Pierre Herubel for daily marketing tips.

PS: there is a complete marketing strategy masterclass in the Content-First Ecosystem. And you can get feedback on your strategy in the weekly Q&A.

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Every brand now wants to have content creators.

But they miss ONE foundational rule:

They need to find their creator-audience fit.

They think:

- "Let's use the hot topics of our industry"
- "Let's use the viral and trendy formats"
- "Let's keep posting and it will work"

Maybe this used to work back in 2022, when competition was low.

But in 2025, content is a red ocean.

- You're directly competing with thousands of creators
- Commoditized or unclear content get skipped instantly
- The bar to stand out is really high, especially formatting-wise

That's why you need to find a clear creator-audience fit.

- Because what works for creator 1 won't work for creator 2.
- Because copying a winning format won't build your audience.
- Because people won't click "follow" without a clear reason why.

Now you might ask yourself:

- "What exactly is creator-audience fit?" 
- "How can I find it?"
- "How do I know if I've found it?"

I will answer all these questions in my Wednesday's newsletter edition, so make sure to subscribe now. 

Click "subscribe to my newsletter" to get it on Wednesday.

In the meantime, here's a quick overview with an infographic.

6 Rules to find your creator-audience fit:

Read the full article here: https://lnkd.in/guS4y6eP

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The Battle

Rait Otto

Pierre Herubel

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taplio

The Battle

Rait Otto

Pierre Herubel

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Pierre Herubel's LinkedIn Performance

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