Breaking B2B

B2B/SaaS SEO for revenue not vanity.

Try the weekly podcast, newsletter or apply to work with us: https://www.breakingb2b.com/

Founder & Host

WEB CHOICE

Co-Owner (Exited) 

Digital Marketing Specialist

Mighty Marketing Group

Head Of Sales

Head of Digital

Digital Solutions Manager

Business Development Manager

Web Choice UK Ltd

Head of New Business Development / Sales for Web Choice UK. 
Key job roles include: 

- New Business Development (Inbound Marketing, Email Marketing, Social Media Marketing, Networking, Researched Cold Calling, Canvassing, Working incoming Leads)
- Nurturing leads from initial point of contact right through to successful conversion
- Building High-End Proposal Documents 
- Pitching to and winning contracts for Blue Chip Companies
- Personally Responsible for Winning Substantial Contracts
- Account Management for Key Clients
- Helping clients to add real value to their business with a Tailored, Fresh and Innovative approach
- Tailoring Long-Term and Effective Web and Marketing Strategies 
- Working closely with the Sales, Design and Development team and continuing to deliver World Class Web Development, eCommerce, App Development and Digital Marketing Solutions.

Sales & Marketing Manager

Part of the leading Sales Team at Web Choice UK.
This role involved working with clients on an International Level to provide Highly Professional Responsive Website Design, Website Development and Online Marketing Solutions.

Job roles included:

- Generating Leads and Sales
- Client Account Management
- Working with a range of Microsoft products (Excel, Word, PowerPoint etc.) 
- Preparing proposals and pitches
- Working closely with the design and development team

Business Development Executive

B2B SEO & Web Design For Revenue Not Vanity | DM To Discuss | Host @ Business Growth Show (Top 10 B2B Marketing Podcast, Cognism)

Your website struggling to drive a steady flow of qualified demos/leads?
Tired of losing leads to competitors ranking higher on Google/AI?
Frustrated your current agency isn't delivering results?

WE CAN FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused traffic and leads
→ Start driving pipeline from AI and Google organic as fast as 90 days
→ Web design that builds trust and drives leads and sales

BREAKING B2B - B2B MARKETING & DEMAND GENERATION PODCAST

Grow your b2b/SaaS company without the BS. Weekly top 2.5% podcast with actionable marketing tips to grow your revenue: www.breakingb2b.com

STILL NOT CONVINCED?

→ See our work, client results & starting rates here: www.breakingb2b.com

BOOK A CALL:

💻: www.breakingb2b.com
📧: Connect & DM Me
✉️: sam@samdunning.org

CORE SERVICES:

→ B2B SEO strategy and execution
→ Content marketing
→ Digital marketing for SaaS

WHY BREAKING B2B?

→ We focus on revenue, not vanity metrics
→ Our strategies are data-driven and results-oriented
→ We have a proven track record with B2B and SaaS companies
→ Our podcast (Breaking B2B) gives you free, valuable insights into B2B marketing

About time your website became your best (24/7) salesperson?
Get in touch today, and let's start growing your business.

P.S.
Agencies: We offer white-label SEO to help you deliver results on time and within budget.

Sam Dunning

Breaking B2B hit $138k MRR in 21 months. Here’s my 7 bets to break $200k ASAP in 2026:

1. Improve time to value.

One thing I hate about the SEO industry is pointless month long technical audits to collect cash.

We’ve just shrunk our onboarding flow to start executing on a game-plan one week from sign up.

Then we work on audits / reviews if needed whilst making progress to drive pipeline.

I still wanna speed this up.

2. SEO/AEO.

Gotta keep practising what we preach.

Showing top when high intent prospects search on Google and LLMs looking for a SaaS SEO agency.

3. Niche influencer partnerships.

Working with founders who have our ICP (SaaS marketing leaders and founders) to run their SEO engine.

Right now working with Adam Robinson @ RB2B and Adam Holmgren @ Fibbler.

We all share the full roadmap ups and downs here in public.

The trust this builds is unbeaten.

Looking to bring another founder with a strong following in our ICP onboard.

4. YouTube and podcast. 

Hardly any b2b companies are nailing YT.

We share our full playbooks weekly on SaaS SEO & AI search.

With top notch production from Samu and team.

Not only are this vids evergreen and searchable but we cut them up to publish here.

More and more prospects now mention they’ve seen our videos on sales calls.

Also interviewing SaaS mktg leaders on the Breaking B2B podcast to share how they drive growth today.

5. Founder brand.

I try to do the opposite of most SEO agencies. 

Memes.
Music videos.
SEO man skits.
Ask the public series.
Share our full SEO playbooks.

And a tonne more.

Get attention first then link back to our offer.

6. LinkedIn ads.

Making top organic posts thought leader ads and serving them to site traffic from all above activity.

Also targeting cold ICP.

Shout-out to George for running this engine for us. 

7. Deliver 5% extra.

We’re working to systematise an at least weekly value-add on top of our usual monthly works for every client.

Could be a loom video with CRO ideas, some free web dev, blog reccos or anything else to help drive growth.

My theory is this keep churn down and increases word of mouth recommendations.

Recently been blessed with folks mentioning we are recommended in Exit Five and other communities and wanna keep that building.

Cheers to an epic 2026!

Founder @ Breaking B2B | B2B SEO For Revenue Not Vanity | SaaS & B2B Teams Hire Us To Scale Organic Pipeline From Google & AI Search | DM To Discuss | Host @ Breaking B2B (Top 2.5% B2B Marketing Podcast)

Last weekend I blew $6.5k on 33hrs in Budapest and failed to hit our goal.

We aimed for 8 long-form videos.

Ended up recording 7:

- How a 19 yr old hit $50k MRR
- SaaS SEO explained in 5 minutes
- The b2budapest adventure (vlog)
- 5 yrs of SaaS SEO knowledge for free
- YouTube marketing strategy for SaaS
- I interviewed 466 SaaS marketing leaders…here’s what I learnt
- Crafting a SaaS SEO strategy live for a founder

All dropping on the Breaking B2B youtube and podcast over the next 2 months.

Saw some epic sights of the city.

Walked a tonne.

Great to meet our YT producer Samu

and cheers to Ben for filming everything.

Look forward to the next one!

No alternative text description for this image

RB2B and dozens more SaaS orgs drive signups & demos fast as 30 days with this simple SEO/AEO play: 

List out every competitor you have.

Make a dedicated page for each variation of:

competitor 1 vs competitor 2 vs you
competitor alternatives
competitor pricing
competitor reviews
 
Leverage customer research to share:

Why you
Where you’re a good fit
Where you’re not
Show product in action
Leverage customer results
A fair comparison of others

Why?

These pages are super low difficulty.

They rank FAST.

Plus the listicle articles get cited on AI overviews and ChatGPT.

Helping you control the narrative for your org.

Just like this example for Leadfeeder alternatives for Adam Robinson of RB2B.

Nobody searches this for fun.

They do it because they’re annoyed with their current vendors pricing, support, lack of features or they are comparing software to invest in.

Often low traffic keywords…

But super high sales intent to get those all important organic demos and signups flowing.

Watch and copy our full 34-minute SEO strategy for RB2B: https://lnkd.in/eiZfaXXq

Apply to work with us: https://lnkd.in/e7XuM6au

graphical user interface, text, application, email

Flew 1000+ miles to Budapest
(8 solid videos is the goal)

Met our YT producer Samu today.

Recorded some solid SaaS SEO video breakdowns at cool landmarks.

Went to a rooftop spa.

Had some great food.

Saw some great sights.

Now onto some podcast eps.

Blessed to be able to grow Breaking B2B and enjoy the process and partnerships. 

Great weekend!

Fibbler just broke $500k ARR. Next stop $1.5M+ ARR in 2026. Adam engaged Breaking B2B to fire-up their SEO/AEO inbound engine. Here's our exact strategy for December:

THE GAME-PLAN.

Drive sign-ups quick as humanly possible from dream clients searching for linkedin revenue attribution tools, comparing vendors, frustrated with their current vendor or struggling with a problem Fibbler solve.
 
We are focusing on bottom funnel articles and high-DR link building. The pages we’re recommending target high-value competitors or category terms where Fibbler should be mentioned.

NET NEW CONTENT.

We'll craft net new listicle based articles for:

- dreamdata alternatives (70 searches/mo)
- factorsai alternatives (10 searches/mo)
- linkedin marketing tools (600 searches/mo)
- linkedin ads [analytics] tools (10 searches/mo)

All long form 2-2.5k+ words.

Listicles are SUPER powerful to show up in AI overviews, ChatGPT and google organic.

Most are low difficulty and can drive pipeline within 90 days.

Plus they help you control the narrative and are solid assets for your website (and AI search results).

We position Fibbler as #1 backed by why customers choose them, where they are a good fit, where they aren't,  show the product in action, leverage social proof + clear CTA. Then a fair comparison on other vendors.

LINK BUILDING.

DA50+ links earnt from niche relevant sites and external listicles going back to our homepage and our own listicle articles.

linkedin ads attribution tools x1
linkedin revenue attribution tools x2
linkedin ads attribution x1
fibbler x3

WANNA SCALE ORGANIC PIPELINE FOR YOUR B2B/SAAS?

Check our results, pricing and book a call: https://lnkd.in/e7XuM6au

Fibbler ranked on AI & search in 5 days.
(12 months for SEO $$$ is a myth).

Yes, competitive category based keywords can take that 6-12 months+

But.

There's money to be made in 90 days.  

Competitor content is one of many winner for quick sign-ups and demos.

They are low difficulty and can rank super fast.

List out the competitors your customers often evaluate, or move over to you from.

Then look at terms like:

[competitor] alternatives
[competitor] reviews
[competitor] pricing
[competitor 1] vs [competitor 2] vs [you]

Right now, listicle based articles rank exceptionally well on google and AI search.

Position your solution as the top choice (backed by customer research), showing your product in action + social proof along with where you're a strong/poor fit. 

Then a fair comparison of other vendors.

Working a treat already for Adam Holmgren and Fibbler.

Not sure why our screenshot looks like an old newspaper haha.

___

I just recorded an ultimate guide to drive pipeline in 90 days w/ SEO & AEO.

Grab the 34-minute video course & playbook: https://lnkd.in/et7yce7s

I started Breaking B2B because I’m selfish as f**k.

Rewind a few years.

At my last agency.

Monthly cash flow was up and down

We’d sell a few projects and be on an up.

And the next month have low sales and be struggling.

A stressful life.

Then it clicked.

We had a steady flow of daily leads from our organic #1 money keywords on Google.

Why not offer the same for our clients 

Do something we can deliver well on.

Get organic search working to drive solid leads for them.

And secure us some monthly recurring revenue.

After some time…

I learnt B2B SaaS companies were the ones we got best results for 

They had the problems we solve around:

- lacking SEO resource in house
- competitors outranking them on Google & AI search
- relying too much on paid ads or outbound
- last agency delivering traffic but not pipeline 

So in Feb 2024 Breaking B2B began with one focus. 

B2B SaaS SEO for revenue NOT vanity.

https://lnkd.in/e7XuM6au

I’m spending $6.5k on 48hrs in Budapest this Sunday…all in to fuel the media engine for Breaking B2B. Here’s why: 

THE THINKING.

I am all in on attention first from ICPs then linking back to our offer.

Most b2b and SaaS marketing is boring. 

Especially SEO.

After 21 months building this company in my home office…

It’s time to get out, meet more partners and customers and ramp up our mktg engine.

This will give us a tonne of footage plus we get to experience good sights and times in Hungary.

Originally planned around $3k 

But:

Flights
Hotels 
Transport 
Videographer (Ben) 
YouTube production (Samu)

And food, drinks & sights add up.

I’d much rather invest in these evergreen assets than chuck more in ads.

THE PLAN.

Fuel our media engine for the next 2 months.

AKA Breaking B2B YouTube and podcast.

Record 8 different videos in different spots.

4x solo episodes around what works today in SaaS SEO/AEO to drive pipeline.

3x live interviews with b2b marketers and founders. 

1X vlog of the whole journey and to see if we can fit it all in plus have fun at the same time and see Budapest.

All of which are sales assets to build awareness and proof we can deliver. 

Plus we can chop up for posts here.

WANNA FOLLOW ALONG?

Follow Breaking B2B YouTube and podcast over the next couple months too see the good, bad and ugly!

Where should we go next? 👇

Proud founder moment: Breaking B2B is actively getting recommended in Exit Five as a solid SaaS SEO/AEO agency 🙂

Check our results, pricing or book a call: https://lnkd.in/eT_F8zZB

graphical user interface, text, application

RIP LinkedIn organic 2026....This DEADLY TRIO feels unfair for driving highly qualified pipeline. SEO, YouTube and TL ads. Copy our exact playbook driving MRR growth at Breaking B2B:

The trust you build when these 3 work together feels unmatched. All before prospects jump on a call with your team.

1. SEO/AEO.

Work out what dream clients search when:

- needing your solution now
- frustrated with incumbent
- wanting to solve problems
- evaluating vendors

Prioritise high sales-intent and low difficulty.

Craft best in class articles, landing pages and product listicles depending on what ranks well for the search term.

Leverage customer research and social proof to make each a sales page for your solution.

Secure rankings in google and LLM visibility by earning backlinks and brand mentions on other sites talking about your niche/products.

e.g. we rank well for 'saas seo agency' 'b2b saas seo agency' 'best saas seo agencies' etc

This gets you mindshare and help you collect demand from high-sales intent buyers across Google organic and LLMs. 

2. YouTube.

Massively mis-used and neglected by B2B/SaaS orgs.

Work out your money keywords then craft solid videos for each that share the full strategy and show real proof of results of your product as the painkiller.

We share our full playbooks weekly on SaaS SEO & AI search.

As well as interviewing marketing leaders.

All with a YT first approach.

Vids are evergreen and searchable and we cut them up to cross-promote on here.

You can embed relevant vids onto landing pages, articles etc (can give an SEO boost).

Many folks we have come inbound mention seeing us on YT.

3. LINKEDIN TL ADS.

This needs someone from your org who's posting organically with a following of your ICP.

This piece of the puzzle links all the above together.

Organic posts sharing:

- how to's
- your pov
- why your org
- edutainement
- playbooks and guides
- proof you can deliver 

Adding a CTA l*nk into the post then running them as thought leader ads to ICPs from the traffic you get from the above channels.

AND.

Running these to other clients/customers/partners posting about your org.

This keeps you top of mind and drives trust with existing pipeline and colder prospects.

___

I've just finished recording my best SaaS marketing strategies for 2026 (there's some weird ones in there we're seeing work).

Backed by working with RB2B, Adam Robinson and dozens more fast growth tech companies to fuel organic pipeline.

Wanna watch it?

Comment "SaaS" below 

and I'll send over as soon as its ready.

No gates, you'll get the video to watch right away.

I've interviewed 466+ SaaS marketing leaders in 6 yrs and helped RB2B, Proposify, EventsAir & dozens more drive millions in pipeline. Here's my 6 best SaaS marketing strategies for 2026 (backed by data).

Just some of what I cover:

1. How to resonate with dream clients (skip this at your peril)
2. Build an SEO/AEO engine (with examples for Adam & RB2B)
3. Influencer b2b partnerships are killer (copy our process)
4. Exactly how to win on YouTube
5. Founder brand (do the opposite of competitors)
6. Amplifying organic winners w/ linkedin ads

All plays I run for Breaking B2B helping us hit $1.8M+ ARR in 22 months. 

Watch the full 25-minute video: https://lnkd.in/eiryuXrF

CMO: “I ain't waiting 12 months. How long til SEO/AEO drives pipeline”
Me: “It depends. Just kidding…most clients see demos in 90 days. Here’s how…”

Drive revenue from EXISTING bottom funnel content.

Start with the highest commercial value pages most likely to drive leads that are closest to top 3 organic spots (ahrefs > keyword opportunities > filter to commercial intent)

Look at competitor pages ranking top 3 organic right now for your money keywords, note down gaps on the page topic you can double down on that will make your page more helpful, trustworthy, useful and convincing to dream clients.

Update meta title w/ hook. Here’s one we use: SaaS SEO Agency [Crush 2026 MRR Goals]

Embed a YouTube video breakdown on the topic.

Add POV insights from expert on your team.

Weave in product screenshots/demo/GIFs examples.

Add relevant customer quotes, testimonials, reviews.

Add FAQs that address real harsh customer Qs and objections from sales & CS calls.

Add internal links from other relevant pages on the topic to and from the page.

Many of these pages updates can rank top of google organic and get AI visibility as quick as 1-2 months with the right approach.

Then once that's nailed...

Craft a net new MONEY keyword matrix.

Get with your sales and CS team.

Fire up a google sheet with 4 columns

- Our core offers
- Industries we serve best
- Competitors
- ICPs jobs to be done

Then you can build out long-tail niche keywords with solid buying intent behind them.

"best X software"
"X for [industry]"
"[competitor] alternatives/pricing/reviews"
"[competitor ] vs [competitor] vs [you]
"how to [crisp and expensive problem for ICP]"

Prioritise the low difficulty, high sales-intent ones to craft best in class pages for:

"[competitor] alternatives/pricing/reviews"
"[competitor ] vs [competitor] vs [you]

These can start driving demos and sign-ups 90 days from being published on both google organic and LLMs.

___

I just recorded an ultimate guide to drive pipeline in 90 days w/ SEO & AEO.

Grab the 34-minute video course & playbook below 👇

In 139 seconds you'll learn the fastest way to scale your AEO/SEO authority. This strategy took Breaking B2B from 0 DR to driving pipeline in 90 days from launch on a new domain:

Step 1. 

Grab an SME from your team does a lot of press, podcast interviews, media coverages etc.

Step 2.

Longin to ahrefs or similar tool. Cut and paste their linkedin profile url. Hit backlinks tab. Filter to higher DR sites and find the niche relevant ones.

Step 3.

Make a list of the sites that only linked to your SMEs linkedin page.

Step 4.

Find out who wrote the article/page then connect on LinkedIn and send them a tailored loom video asking to add a backlink to one of your money keyword pages and mention your brand and category.

Step 5. 

Get an SEO win (solid backlink) and AI search win (brand mention)

Step 6. 

Repeat for all past media and future ones.

___

I recorded a 34 minute breakdown of the SEO/AEO strategy we're running for Adam Robinson & RB2B to scale sign-ups and revenue so you can copy it.

Watch or listen below 👇

CMO: We can’t share pricing. Board won’t approve.
Me: ChatGPT shares it regardless. Wanna control the narrative or risk 3rd parties sharing false info?

LLMs have put an end to hiding information on your website to force leads at all costs.

It’s long overdue in B2B/SaaS.

Share information buyers care about seeing on your website.

Or when your dream clients search for your company pricing or compare you against a bunch of competitors...

Your pricing could be shared by a disgruntled Reddit user along with a write-up to follow or from an out of date source.

The better way?

Share:

- Pricing
- Use cases
- Integrations
- Case studies 
- Industries you serve 

And beyond.

Leverage customer research to dive deep + share what your prospects could be searching for pain points, goals, jobs to get done and much more around the topic.

The more niche and specific the better.

Trust.
Visibility.
Qualified inbounds.

___

PS. grab my 90 days to revenue SEO/AEO video & playbook (1,811 b2b marketing legends did already) 👇

The new way to do SEO.
(AI and classic organic)

Work out your money keyword.

Example here for B2B SaaS "best [category] software"

Understand what type of page you need to craft.

Usually a listicle based article for this type of keyword.

Leverage customer research in your content:

Why you.
Where you exceed.
Where you aren't a fit.
Plenty of social proof.
Show the product.
Clear CTAs.

Simple technical SEO:

Money keyword in URL, H1, meta data.
Internal links to and from relevant pages.
Clean UX, fixed CTA side bar for articles.

Earn brand mentions and placements:

Get featured top 3 placements in articles comparing your software:

This is huge for AI overviews mentions.
Mentions in ChatGPT.
Plus backlinks for classic Google organic.

Rinse and repeat for every way a dream client can search when:

Needing your solution today.
Wanting to solve a problem.
Frustrated with incumbent.
Comparing vendors.

This drives mindshare, demos and sign-ups for B2B SaaS.

___

Recent win here for RB2B and Adam Robinson.

Grab 90 days to revenue SEO playbook: https://lnkd.in/et7yce7s

Book a call with us: https://lnkd.in/eCqF7VCP

Organic demos in 6 weeks.
(SaaS SEO shouldn't take 12 months)

- We doubled down on what their ICP cared about
- Focused on high sales intent keywords/prompts
- Crafted articles and listicles using our research
- Showed how their product was the solution
- Built authority w/ mentions and backlinks

And as a results started driving inbounds in 6 weeks from ChatGPT and Google organic.

Watch dozens more client review videos and apply to work with us: https://lnkd.in/e7XuM6au

ChatGPT made tracking SEO hard as f**k.

Marketers, here’s what we recommend tracking:

LEADING INDICATORS.

- Organic rankings up for money keywords (buying intent keywords) on Google 
- Click throughs upping for money keywords
- Organic qualified traffic up
- Session times up
- Visits to high intent pages (product pages/pricing/demo/results)
- Traffic from ChatGPT and other LLMs
- Citations in LLMs 
- Money prompts brand mentions in LLMs (bottom funnel searches around your software, problems you solve, competitor reviews etc)
- Share of search against competitors 
- Branded traffic (now many folks will find brands in AI search then go direct to search for your brand or even your homepage) or AI search > Google > your site.

LAGGING INDICATORS.

- Top funnel: asset downloads, email sign-ups, checking your podcast
- Bottom funnel: booked demos, product sign-up, booked calls
- Organic leads moving forward in deal stages
- Leads turning into revenue

___

Report on all these wins (screenshots FTW) as soon as you see them to leadership in slack or internal comms to show progress at it flows. 

___

Make sure you get data from a mix of sources...

Adding “how did you hear about us?” on booking calendar/forms.

Asking "what was your full journey to booking time with us today?" again on sales calls.

Getting these notifications to flag up into slack.

Checking website analytics tools info.

Put all the pieces of the puzzle together.

And remember SEO/AEO works best as part of the b2b marketing ecosystem to build mindshare, brand and capture demand.

___

I just recorded an ultimate guide to drive pipeline in 90 days w/ SEO & AEO.

Grab the 34-minute video course & playbook below 👇

b2b marketing jargon explained:

Lead: someone who looked at sales
MQL: put down gmail for playbook 
SQL: put work email for playbook
Hot lead: turned up to zoom call
CAC: good if under ads spend
Pipeline: 3+ MQLs this month 
Founder brand: ceo pls post
Brand: lets redesign the site
CPC: some bots hit our ads 
PR: post the funding round
Paid media: 99% of budget
Outbound: buy ai SDRs 
Inbound: need please
ACV: whale paid once 
ICP: buyer with pulse 
Quota: pipe dream 
SEO: dead innit?
AEO: alive? 

Any to add? 👇

RB2B is $6.6M ARR and 3 FTEs. 168 days ago Adam told Breaking B2B to arm the cannons on SEO/AEO...Here's the full results so far 👇 

THE PLAYBOOK.

Scale organic sign-ups fast as humanly possible.

Nail every way ICPs search on google and LLMs when needing visitor identification software, comparing vendors, looking to move away from incumbent or struggling with a problem RB2B fix.

Craft best in class pages positioning RB2B as the painkiller + solution showing their time to value with plenty of proof.

Scale authority with backlinks and external listicle placements for ChatGPT/LLM mentions.

REVENUE-DRIVING KEYWORDS NOW RANKING TOP.

- website visitor identification
- website visitor tracking
- identify b2b website visitors
- b2b website visitor tracking
- b2b website visitor tracking software
- leadfeeder alternatives
- clearbit alternatives
- many more

Traffic from these up 50%.

Non branded, high-intent traffic up 43%.

201% growth in organic sign-up page hits.

Naturally, this is all direct attribution.

There will be plenty more who convert on a later visit after first seeing RB2B mentioned on ChatGPT and google organic.

WANT THE STRATEGY FOR YOUR B2B/SAAS?

I recorded a 34-minute breakdown video covering everything you need to craft a pipeline focused SEO/AEO strategy and execute.

Watch it here: https://lnkd.in/eiZfaXXq

A CMO's 5 golden rules to driving pipeline from SEO & AEO in 2026:

1. The 95/5 rule.

Nail exactly what the 5% of your market search for when in buying mode for your solution, weighing up competitors or struggling with a problem you solve.

2. Get the quick wins.

Look what bottom funnel content you already on your site have that could use a refresh to rank to of google or gain LLM visibility (ahrefs > low hanging fruit keywords). Start here for fast organic pipeline.

3. Build an epic moat.

Ensure you have dedicated pages on your site for:

- Product
- Pricing
- Features
- Use cases
- Integrations
- Competitors
- Case studies
- Technical docs
- Best X software articles
- Industries & ICPs you serve

Each addressing all the pain points, goals, why you, jobs to be done your ICP can be searching for.

With plenty of relevant social proof and positioning your solution as the painkiller. 

4. Control the narrative.

You don't want an angry reddit user publishing about your pricing because you hide it on your website.

Brand mentions + your category are big for LLM visibility. 

Features on external listicles talking about your software, podcast appearances, review sites and more are all great for this (outside of point 3 work on your own site).

5. Have the right mindset.

Realise SEO is gonna be less and less about traffic and more about being the brand of choice in answer engines and on google organic when dream clients need your solution or have issues you solve.

___

I just recorded an ultimate guide to drive pipeline in 90 days w/ SEO & AEO.

Grab the 34-minute video course & playbook below 👇

Brindis

Leading a specialist sales training consultancy dedicated to Collaborative Selling

By having direct interaction with stakeholders we are better able to deliver required outcomes more effectively.

We are all about ‘performance enhancement’ for the people we work with and all over the world Brindis has worked with clients to improve the results of both individuals and teams.

By identifying the things to change to achieve maximum impact Brindis can help deliver the outcomes desired by sales people, managers and the organisation in general.

Our work now concentrate on championing 'Collaborative Selling' which we deliver through the 12 week Accelerator programme and ongoing Academy

Founder

Supporting the Collaborative Selling Accelerator and Academy by designing and delivering real life and virtual sessions to improve sales performance 

Areas covered include:
- Sales
- Negotiation 
- Account Management 
- Presentation Skills 

Training can be delivered in English or Spanish

Sales Trainer

Using a pragmatic rather than dogmatic approach to work with sales professionals to help them achieve results. 
- Embedding learning from training
- Using opportunity management techniques
- Preparing for pitches and presentations
- Shifting performance blockages
- Planning account activity
- Designing personal development plans

Sales Coach

Collaborative Selling = Selling for the modern era.
This one-day online event is designed for Sales Specialists.
Are you: - 
- In B2B, complex sales?
- Involved in high values sales?
- Sales Executive, Account Manager, Business Development Manager?
- Responsible for winning business?
This is for you and your colleagues if:-
- You have a sales team
- You drive sales via indirect routes
- You work with Partners; Channel Managers/ Distribution Managers etc

Follow our Think, Learn, Do method to get the most from the day.

We believe in this concept so passionately and want to share it so the fee is purely to cover costs and all proceeds will be donated to B1G1.

Timetable
08:00 Why Collaborative Selling? – Conquer the challenges of modern selling (Fred Copestake)​​
09:00 Scale Your Sales - Master the art of the Trusted Advisor (Janice B Gordon)
10:00 Personal Branding – Maximising your impact using technology (Alexander Low)​
11:00 The Other Side of Sales – Think like a buyer (Mark Schenkius)​
12:00 Sales Stereotypes - How they help and hinder (Suchi Pathak)
13:00 KEYNOTE Flt LT Zane Sennett - RAF Red Arrows
14:00 Sell With Insight: Using scorecards to discover and share value (Daniel Priestley)
15:00 Video in Selling -  The modern buyer requires a modern seller (Mario Martinez Jr)​​
16:00 Psyche to Sell - Beat the bots (Anita Nielsen)
17:00 The Perfect Close – The secret to winning more deals (James Muir)​​
18:00 Let’s Do The Time Warp Again - The evolution of sales (Quiz Show with special guest host)​​ ​
All day event suitable for multiple time zones
Times in GMT

https://lnkd.in/drSzakPS

Host - Collaborative Selling Summit

Responsible for running Corona Extra's European Training Academy, a project that delivered training and consultancy work in some 18 countries working in both 'On' and 'Off' Trade.

Specialisms: Sales, Key/National Account Management, Negotiation,  Management, Leadership, Brand Selling, Channel Management/Selling Through Distributors, Planning and Selling Promotions, Brand Management, Marketing, Team Building, Customer Service,

Principal Consultant

Ethical Selling

Tired of the old, pushy sales tactics? 

Welcome to a new approach that’s not only ethical but also incredibly effective.

This book guides you through a transformative journey to master the art of selling by doing the right thing. 

The ETHICAL Model is powerful framework that breaks down the principles of ethical selling into clear, actionable steps, helping you build trust, create genuine relationships, and achieve remarkable results.

You’ll discover:
- Why ethical selling is not just good for your conscience but also great for your business
- How to overcome common myths about ethical selling
- Practical strategies to implement ethical selling in your daily practice 
- How to align your sales career with your personal values for greater fulfilment and impact 
- Ways to make a real difference in your professional life and the relationships you build with your customers

Ethical Selling is more than just a book - it’s a movement. 
Join the new era of sales where doing the right thing is the smartest business decision you can make.

Author

Institute of Ethical Selling

The Institute of Ethical Selling (IES) was founded on the belief that trust, transparency, and integrity should be at the heart of every sales interaction. 

It is dedicated to transforming the sales profession by providing education, resources, and certification for individuals and organizations committed to ethical practices.

The mission is to create a global movement that elevates the standards of sales, ensuring that both buyers and sellers thrive in a relationship built on trust.

Why Ethical Selling Matters...

- Ethical selling is the foundation of lasting success in today’s business landscape.

- Unethical practices may lead to short-term gains but often result in customer distrust, legal risks, and damage to your brand.

- Ethical selling enhances your credibility and builds stronger client relationships. By prioritising honesty and transparency, you reduce stress, improve job satisfaction, and position yourself as a trusted advisor.

Ethical practices not only benefit your clients but also boost your long-term success and career growth.

Ambassador

MySalesCoach

Is your Sales team getting the coaching they deserve?

We help busy Sales managers and aspiring, coachable reps reach their true potential with expert, 1:1, frequent coaching

Coach

Sales Today

Originally called 'Selling Through Partnering Skills', the show rebranded in January 2022 to reflect broader discussions on things affecting the world of sales and what sales professionals need to do to stay relevant now and in the future.
 
Episodes are based on discussions around:
	
- Collaborative Selling 
- Hybrid Selling 
- Specific skills and tactics (eg Video in Selling or Understanding Procurement)
- Mini series (eg 'Trust or Bust' or 'Selling IT')

Host Fred Copestake is Founder of Brindis, a sales training consultancy, and author of 'Selling Through Partnering Skills' and 'Hybrid Selling'. He is an expert in helping salespeople around the world improve their performance and unleash their full potential.
 
Connect with Fred on LinkedIn, Facebook, Instagram and Twitter.

www.linktr.ee/fredcopestake

Podcast Host

Hybrid Selling

Are you ready for the next evolution of sales?

Selling is changing, and sales professionals need to keep in touch with the latest trends to stay relevant and further their careers.

Hybrid Selling does not just cover the clever use of tools and technology: it defines the way salespeople can adapt to a future that needs a multi-faceted approach to drive success.

The book 'Hybrid Selling - How salespeople can use a complete approach to drive opportunities in the new world of sales' acts as a guide in this area

It covers

- What are the essentials of selling as a foundation for winning business
- How virtual selling techniques and innovative tools can give you an edge
- How to manage sales opportunities based on delivering outcomes
- Why salespeople must embrace the skill of leading customers
- What value really is and how to create it with – and for – customers
- The key elements needed to expand meaningful business relationships

Selling Through Partnering Skills

‘Selling Through Partnering Skills’ looks at the evolving world of sales and sets out what people need to do to refine their approach. It explores how they can take it to the next level through understanding partnering intelligence (PQ) and using the innovative VALUE Framework.

Classic, Consultative, Value Based and Enterprise selling are all considered using existing and more modern thinking, together with advice on practical application of the most relevant techniques.

Put simply, it helps individuals and businesses improve how they sell in the modern sales environment so they will achieve better results.

Konsälidön

We are at a crossroads.

Ideas and models which defined the consulting industry are no longer as effective and viable as they were in the past. Clients expect more from their advisors as they require that much more to survive in today’s market.

Konsälidön is the tipping point ushering in the new era in consulting. We have built a first-of-its-kind digital platform to connect organizations with consulting teams more efficiently than in the traditional consulting partnership model. 

Our platform enables us to operate an agile, decentralized and distributed global consulting firm with very low overheads – which means that our clients see work with senior experts for faster more impactful results.

This, we believe, is the future of consulting.

Partner

Loughborough University School of Business and Economics

Associate Lecturer

TTM Associates Ltd

Designing and delivering management and leadership programmes for clients in Europe and the Middle East.

Our Award-Winning approach focuses on developing the organisation’s most important asset: People

It sparks innovation and prepares them to cope with change and make the best out of every opportunity.

The ultimate goal is to cohesively help companies to fully integrate their Business Strategy, Talent Strategy and people’s Behaviours to deliver ultimate and innovative customer impression and value

Senior Management Consultant

Author | Trainer | Coach | Working with engineering and manufacturing sales teams | Selling has changed – have you?

Sales is changing... are you?

MEET FRED ► Over the last 25 years I have travelled round the world 14 times visiting 37 countries and working with over 10,000 salespeople

YOUR CHALLENGES ► Salespeople involved in complex B2B sales often struggle with these issues:

• ‘Busy Busy Busy’ 
– this is being ineffective. It results in wasted opportunities, is tiring and stressful and means the focus is on the wrong activities to deliver results

• ‘Olde Worlde’ 
– this is being old fashioned. It is when salespeople are too self-centred rather than customer focused, too technical in their approach or use bad techniques better suited to a bygone era of selling

• ‘Muddled Mindset’
 – this is being misaligned. It can happen at organisation, management and individual level and means that the confusion leads to frustration and wasted effort

SOLUTIONS ► Salespeople can use a ‘partnering mindset’ to develop more a modern and collaborative approach to working with customers. #CollaborativeSelling

This helps by:
 
• Countering ‘Busy Busy Busy’ by becoming more effective. 
- Prepare to make the most of opportunities
- Plan to balance work and reduce stress
- Process to focus on the right activity

• Countering ‘Olde Worlde’ by getting up to date. 
- Flip attention to the world of the customer
- Follow an approach that identifies issues rather than forces a solution
- Focus on things that actually work rather than old school tricks

• Countering ‘Muddled Mindset’ by creating better alignment. 
- Clarity within the organisation
- Coaching by management 
- Confirmation for individuals they are doing things right

WHY ME ► Using my experience to understand what's needed to be successful in sales today I wrote my first book 'Selling Through Partnering Skills’ 

Yet selling continues to change at pace, and sales professionals need to keep in touch with the latest trends to stay relevant I wrote my second book ‘Hybrid Selling’

Recognising what customers are really looking for is the reason behind book three ‘Ethical Selling’

We talk about these things on the podcast I host – ‘Sales Today’ 

LET’S TALK ► Ring the bell 🔔 on my profile to get notified about my posts. DM me or book straight into my diary for a chat here: https://calendly.com/fredcopestake 

OUTSIDE OF WORK ► Sport especially rugby (which I used to referee), travel to Spanish speaking countries, food and drink. We have three cats Oscar, Luna and Caspar

MY GOAL ► It's all about 'good people doing good things in a good way'

Fred Copestake

“You're telling me stuff I already know. I’ve got internet access!”

You wear the Orange Hat to your first sales meeting with a prospect... mind-reading function activated

Is that what they are thinking before slide 5?

Along with

- “This could’ve been an email. Or a brochure. Or just a Google search.”

- “You’re here to understand me... not educate me on your product.”

- “I don’t need a guided tour. I need help making a decision.”


If your sales meeting feels like a website… you're not helping. You're reciting

Parroting

The customer isn’t impressed by your knowledge.

They want you to help them make sense of things

Partnering


What should the customer experience instead?

Use the VALUE Framework to shift from your perspective to theirs

This is what they are thinking 

🔸 Validate = right opportunities

"Start by checking if this is actually worth my time – not just yours."

🔸 Align = right research

"Come in already knowing the basics. Ask me about what’s not on the website."

🔸 Leverage = right conversations

"Challenge my assumptions. Ask sharper questions than my team does."

🔸 Underpin = right solutions

"Don’t explain features. Show how this fits my priorities."

🔸 Evolve = right outcomes

"Don’t stop at the sale. Help me believe I’ll get results after signing."


Customers don’t want more information.
They want better insight.

Are you adding value through sense making?
Or just restating what they already know?

Many salespeople today are still parroting rather than partnering

Why?

#OrangeHatThinking
#VALUEFramework


(The mind reading enabled Orange Hat is priceless and not for sale

Training to achieve the same effect is... at a fair price... and guaranteed! 

Ask me how)

Sales Trainer | Author | Coach | Working with engineering and manufacturing teams | Selling has changed – have you? 🇬🇧 🇪🇸

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The Battle

Sam Dunning

Fred Copestake

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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);}Sam Dunning's LinkedIn Performance

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