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 SEO agency isn't delivering demos & revenue?

WE FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused demos and signups
→ Start driving pipeline from AI and Google organic as fast as 90 days

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

I ask the public: whats the point of linkedin?

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)

If Backstreet Boys did b2b marketing.

SaaS SEO for revenue NOT vanity in the world of AI search: https://lnkd.in/e7XuM6au

What cover should Breaking B2B do next? 👇

Marketing: please don't rely on AI for SEO

CEO:


Watch full B2Backstreet Boys vid: https://lnkd.in/e9warMqW

RB2B are coming for the incumbent with AI search. 2yr old vs 14yr old SaaS. Here's our game-plan this month for Adam Robinson to keep ramping organic market share and pipeline from SEO/AEO:

QUICK SNAPSHOT.

Our focus is to continue driving sign-ups as quick as humanly possible from SEO/AEO and earning mindshare for RB2B whenever ICPs need visitor identification software, are comparing vendors, annoyed with their current provider or have the expensive problem we solve.

We've seen solid AI & search wins against long-term competitors (see images).

We’ll keep prioritizing competitor-focused bottom funnel KWs to capture high-intent demand. The plan includes 2x product listicle articles and 2x pricing-intent pages, targeting folks in evaluation or purchase mode.

“Uplead alternatives” pages across multiple domains are currently driving high-value traffic, indicating strong switch intent. RB2B can intercept this demand with a differentiated alternative page. “Hunter io pricing” represents a high-volume BOFU query where capturing comparison-driven traffic to directly influence purchase decisions.

We're crafting a comprehensive guide on “Lead scoring best practices”, a strong mid-funnel topic for RB2B because buyers searching it are actively trying to improve lead prioritization and sales efficiency. It allows RB2B to reframe why traditional scoring fails and position real-time website intent as the missing input that makes lead scoring actionable.


NET NEW CONTENT CREATION.

listicle articles:
- uplead alternatives
- happierleads alternatives

a quick summary and intro, why listen to us, what is uplead/happierleads, why look into alternatives (based on what prospects say e.g. on G2), list of 10 alternatives, RB2B at #1 with why customers choose them, show product in action, pricing and feature info, where we are a good + poor fit then list of 10 other options below with fair summary + conclusion and FAQs.

listicle and alternative/competitor content on your own site is solid for being cited and recommend in AI search and enables you to control the narrative with dream clients on ChatGPT and google ai overviews.

pricing guides:
- hunter io pricing
- snitcher pricing

these pages review the software pricing, share user feedback, breakdown of costs and share where RB2B is differentiated and why customers choose them. plus they often rank well within 90 days.

mid-funnel guide:
- lead scoring best practices


EARN BACKLINKS.

Secure niche relevant da50+ backlinks for:
- sales outreach strategy
- sales outreach plan
- lead capturing
- how to identify website visitors


EXTERNAL LISTICLE ARTICLE PLACEMENTS.

Secure placements on articles evaluating software like ours that are well ranked in google and AI searches for:
- sales prospecting platforms

___

Grab a call to see if Breaking B2B can scale demos quick as 90 days for your SaaS: https://lnkd.in/e7XuM6au

Watch my 34-minute SEO/AEO breakdown video for RB2B: https://lnkd.in/eiZfaXXq

I’m seeing SaaS execs burn time and cash on the AI prompt tracking goldrush…and it’s KILLING me. Do this instead if you wanna drive pipeline:

Rather than tracking every prompt under the sun that has a tiny bit of relevance to your brand that someone may or may not type into ChatGPT needing your solution…

…Just because it looks cool and gives a great looking chart on a LLM visibility tool.

It reminds me of SEO agencies that would push top funnel articles and content to get max traffic at all costs that drove little to no pipeline and revenue.

The better way?

Focus on what your ICP search on Google and AI search when:

- needing your solution now
- comparing different vendors
- looking to move from the incumbent 
- having the crisp problem you solve

and starting with those 5% in market.

get your brand recommended in LLMs and rank on Google for these money terms first. 

often these have less search volume but high buying intent, can rank and get you cited on AI faster and often drive pipeline fast as 90 days with the right strategy.

PS. grab my 90 days to revenue SEO/AEO video guide: https://lnkd.in/et7yce7s

This strategy is cooking demos for us weekly and I'm yet to find a more powerful SaaS marketing engine...but it's not one channel. It's a DEADLY TRIO:

- Linkedin (exec brand + paid)
- SEO & AI search
- Youtube

In 22 minutes you're gonna learn:

- The results they drive
- How they work together
- Exactly how to leverage each one
- Why these deadly 3 channels crush it

This playbook helped Breaking B2B go from 0-$2M ARR in 2yrs.

Watch the full breakdown: https://lnkd.in/ejQkzPVR

RB2B just hit $7.8M ARR w/ 3 FTEs. We've ran their SEO/AEO engine since $5M ARR (7mos ago). Peek our exact strategy for Adam Robinson' SaaS this month:

BACKGROUND & RESULTS SO FAR.

Our focus driving sign-ups as quick as humanly possible from AI and google organic search. So far we have great coverage with top spots on google and consistent brand recommendations on LLMs for all major competitor alternative searches, visitor identification software searches, comparison searches and a bunch more use case and integration ones. Through a mix of customer research focused content, light technical works, link building and external listicle placements. Per below screenshot and Adams words...its paying off. Let's dive into the strategy this month.


NET NEW CONTENT

listicle articles:
- best lead intelligence software (400 searches/mo)
- opensend alternatives (90 searches/mo)
- lead qualification checklist (600 searches/mo)

comparison landing page:
- leadfeeder vs lead forensics (150 searches/mo)

3x bottom funnel pieces and 1x mid funnel piece. All manually crafted.

The first piece targets “lead intelligence software”, a keyword with solid search demand. A product listicle will allow RB2B to capture decision-stage traffic from buyers actively evaluating lead intelligence and visitor identification tools. Positioning us as the #1 backed by why customers choose us, pros and cons, pricing, showing our product in action + CTA...then a fair evaluation of other tools. Solid to control the narrative and these pages often get cited in AI search.

We'll also publish a competitor comparison page, sharing where RB2B is a stronger alternative across different use cases for users evaluating website visitor identification or intent data platforms. 

Another BOFU page will target OpenSend alternatives and competitors, helping intercept comparison-driven traffic.

Lastly, a listicle article around lead qualification checklists, aimed at attracting sales and RevOps teams looking to improve their lead qualification processes and naturally introducing RB2B as part of the workflow.


BACKLINKS.

We'll earn da50+ niche relevant links for:
- data enrichment tools
- 6sense alternatives
- 6sense competitors
- intent data types	


EXTERNAL LISTICLE PLACEMENTS

Huge for LLMs to cite. Top 3 placements. Great for classic SEO too with a solid backlink.

___

Wanna see if we can scale demos quick as 90 days for your B2B/SaaS?

Visit the Breaking B2B site to check our results, pricing and grab a call: https://lnkd.in/e7XuM6au

Watch my 34-minute SEO/AEO breakdown video for RB2B: https://lnkd.in/eiZfaXXq

I burnt domains and my TAM cold emailing like crazy all to get one client after months of work...until I found a better way to drive demos and build a long-term foundation for pipeline and mindshare:

Lets rewind 2 years ago...

The year is 2024

I grabbed data for Series A and B funded B2B SaaS companies.

Targeted marketing leaders - VP Marketing, CMOs etc.

Built out painfully short email messages focused on real problems from customer research.

For all positive replies, I recorded custom Loom videos reviewing their SEO and sharing reccos.

And from months of work, I got one single recurring client.

Then, the domains burned out and we had to close the whole channel down.

___

The avg cold email reply rate is 3.43% (instantly 2026 report). 

Which is why at Breaking B2B us and many SaaS marketing teams go big on SEO/AEO and evergreen organic content. Here’s why:

It builds on itself over time.

Think about when you search something on YouTube.

You often see videos that are weeks, months, or even years old still getting views.

SEO works exactly the same way.

Your pages and content can drive prospects and leads not just now, but for years to come.

Each page you publish is an asset you actually own.

It's like building a moat around a castle.

You keep building and building upon that moat.

Eventually you've got a kingdom of pages working 24/7 to drive qualified opps.

If you follow the right strategy when it comes to SEO, you get visitors that are actively searching for your solution, comparing options, frustrated with their current vendor or looking to fix expensive problems.

By the right strategy, I mean focusing on keywords that your dream customers who are in buying mode are searching for right now.

___

Your sales team is way happier working these leads than cold prospects

It's not just about Google anymore.

More and more prospects are using AI tools and LLMs to research vendors and compare options.

If you're creating solid bottom funnel organic content (best in class articles, listicles, landing pages, integration pages etc) and building that SEO moat...

You can show up in AI-generated answers too.

We're actively focusing on this with the companies we work with

Along with getting featured in industry lists around your offer.

The content you're building now isn't just for Google - it's positioning you for where search is going in the future.

It builds trust, brand, and mindshare.

And many folks place more trust in organic results than sponsored listings.

___

Watch my full 14-minute breakdown below to get your SEO/AEO pipeline engine in shape for 2026: https://lnkd.in/eU2ZnXjF

Worlds first b2boyband.

Watch now: https://lnkd.in/e-pb7qH2

No alternative text description for this image

Breaking B2B went from $50k/mo to $185k/mo last yr. George Coudounaris runs our LinkedIn Ads and most enquiries mention LinkedIn on calls. Here’s exactly what he did (and our plan to hit $400k/mo this year):

BACKGROUND.

With organic reach tanking like crazy I knew LinkedIn ads would be key to keep top of mind for our SEO/AEO services for B2B SaaS marketing leaders and to amplify my organic content. 

Plus, fixing our funnel of SEO/AEO and YouTube traffic who hit our site but didn't convert.

Getting the deadly trio: SEO, YouTube and LinkedIn cookin'


THE STRATEGY.

(1) George made me get brutally clear on ICP 

With a very limited budget to start (1.2k/mo), we weren’t going to rely on LinekdIn’s native filters. We wanted a TIGHT company list that matched his ICP of B2B SaaS companies he serves best. 

So he asked me:
Who are your best clients? 
Who gets the most value?
Which companies do you want more of? 

Turned that into firmographic filters, pulled a list, looked through it manually - so we knew we were getting in front of the right companies from Day 1. 


(2) Thought Leadership Ads became the growth engine

Thought Leadership Ads are winning right now for many b2b orgs with execs already organically posting with a following. Its high engagement rates mean you get better bang for your buck, and is a great place to start.

(my engagement rates are 8-15%) 

But we don’t just boost any content. 

Before we started,
We mapped best performing posts to the 5 Stages of Awareness

• Stages 1-3 → cold audiences
• Stages 3-5 → warm audiences

Then filled any content gaps.

Next step: every post needed a CTA.

Early-stage posts link to helpful resources.
Later-stage posts push toward booking a call.

Result?

Thought Leadership Ads consistently hit engagement rates as high as 15%, which meant Sam was everywhere his buyers looked.

Since then, we’ve layered in:

• Company page ads so Breaking B2B grows beyond my face
• Amplifying clients/partners getting results posting about Breaking B2B

So the brand scales, not just me.


(3) Constant Optimisation of Thought Leadership Ads

Judge the top performing Thought Leadership Ads by looking at:
Engagement rate
Cost per landing page click (a custom metric not available in platform)
New subscribers
High intent pages
Calls booked

And have a tight feedback loop on what’s landing to closed-won. 


(4) Acknowledge the reality of the buying journey 

Most prospects aren’t in-market today. Many have an SEO vendor they’re probably not seeing value from. 

Others are getting their business to the point where they can finally invest in SEO/AEO. 

The ads keep us top of mind. So when they’re ready, they come straight to Breaking B2B.

—

What’s next as we push toward our stretch goal?

• Upload a new company list to double audience size
• Increase spend to scale reach
• Scale top-performing ads into the expanded audience
• Grow company page ads so demand scales beyond me


Follow along as George and I share results!

VP Marketing: "how do we justify more investment in content, SEO, or AEO when traffic is less reliable, attribution is messy, and every tool promises charts that go up and to the right?"

Me: stop treating AI search like a vanity traffic game.

Treat it like a consideration set game.

Wynter asked 101 SaaS CMOs which channels they use to discover and research vendors.

84% said they use AI tools.

Instead of scaling content for the sake of volume, focus first on high-intent, bottom-of-funnel pages that earn mindshare and drive pipeline.

strong comparison and alternative pages.

industry pages, verticals pages, product listicles.

clear positioning on your own site.

external mentions on the sites LLMs are pulling from for pipeline driving prompts and keywords.

Control the narrative on your own site.

Build credibility on third-party sources.

Measure pipeline impact, not just visibility metrics.

and the best part?

done right, this playbook gets you ranked well on google organic

and mentions on AI search for high intent buyers.

a double win.

PS. grab my 90 days to revenue SEO/AEO mini-guide and video: https://lnkd.in/et7yce7s

Here's the 7 top pipeline channels for SaaS marketers & founders....based on 24 months of data and 755 discovery calls:

(755 sales call transcripts analysed across 2 years).


1. Paid Ads (Google + LinkedIn): 28%

Most explicitly stated dominant channel.

Quotes:
“70% of our inbound comes from Google ads, LinkedIn…” 
“We’d kind of spent money on Google ads for a few years… last year we got two inbound inquiries qualified.” 

Often described as:
- Majority of inbound
- Primary measurable driver
- First lever to scale or cut


2. Outbound Sales: 24%

Extremely common among:
- Early-stage SaaS
- Bootstrapped companies
- Technical founders

Examples:
“Outbound, sort of outbound work.” 
Hiring AEs / BDRs to fill pipeline 

Many companies say:
- Inbound is low
- Sales team drives growth


3. Referrals / Word of Mouth: 18%

Example:
“Word of mouth, referrals, they trust way more…” 

Often described as:
- Best quality leads
- Hard to scale
- Relationship-driven


4. SEO/AEO: 14%

Rarely dominant, but often present.

Quotes:
“30% coming from direct or organic.” 
“It’s not doing that at the moment.” 
“I want it to be a big jumping off point for inbound… and it’s not doing that at the moment.” 

Common answers:
- A desired channel
- Underperforming
- “Trickle of leads" 

Organic search often described as:
- Secondary
- Under-optimized
- Desired but not yet performing


5. Partner / Ecosystem (marketplaces, integrations): 7%

Usually:
- Supplemental
- Not fully controlled


6. Social Content (LinkedIn, Podcast, YouTube): 6%

More common among:
- Founder-led brands

Organic linkedin posting and social selling is big here.

YouTube massively neglected still in B2B SaaS.


7. Events / PR / Community: 3%

Mentioned occasionally but rarely primary pipeline driver.

Often:
- Trade shows
- Speaking
- Industry PR
- Slack/Discord groups

____

PS. join 1,951+ b2b legends enjoying the Breaking B2B newsletter (instantly unlock 90 days to revenue SEO/AEO playbook): https://lnkd.in/et7yce7s

RB2B (24mnth startup) are catching the 14 year old incumbent…7 months after starting SEO & AEO w/ Breaking B2B: 

Owning positioning for the niche.

Controlling the narrative.

Recommended in AI search.

Top of Google organic.

No vanity traffic.

Focused on high intent buyers.

Hunting for their software now.

Comparing options available.

Needing a specific integration.

Frustrated with current provider.

Having a crisp painful problem to solve.

Driving sign-ups and revenue.

___

Peek the full video breakdown we run for Adam Robinson’ SaaS: https://lnkd.in/eiZfaXXq

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

I ask the public: how to get #1 on google?

Helping service providers & sales teams generate new business by launching irresistible “𝐕𝐚𝐥𝐮𝐞 𝐎𝐟𝐟𝐞𝐫𝐬” at scale. Join 6k+ others growing their biz with lead gen tips & tactics (link below) ⬇️

𝐀𝐫𝐞 𝐲𝐨𝐮 𝐚 𝐁𝟐𝐁 𝐬𝐞𝐫𝐯𝐢𝐜𝐞 𝐩𝐫𝐨𝐯𝐢𝐝𝐞𝐫 𝐥𝐨𝐨𝐤𝐢𝐧𝐠 𝐭𝐨 𝐠𝐞𝐭 𝐜𝐥𝐢𝐞𝐧𝐭𝐬 𝐟𝐚𝐬𝐭𝐞𝐫 𝐚𝐧𝐝 𝐦𝐨𝐫𝐞 𝐜𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭𝐥𝐲?

You've likely heard there's two ways to generate leads:

1️⃣ 𝐎𝐮𝐭𝐛𝐨𝐮𝐧𝐝 (LinkedIn outreach, email outreach)
2️⃣ 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 (SEO, paid ads, content marketing, referrals)

Outbound, especially LinkedIn and email outreach, is your fastest, most direct path to new business.

✅ 𝐖𝐇𝐀𝐓 𝐖𝐄 𝐃𝐎:
We help B2B service-based professionals rapidly attract clients through targeted, done-for-you LinkedIn profile upgrades, LinkedIn outreach campaigns, and email outreach strategies leveraging your unique Value Offer.


✅ 𝐇𝐎𝐖 𝐈𝐓 𝐖𝐎𝐑𝐊𝐒:

1️⃣ 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐏𝐫𝐨𝐟𝐢𝐥𝐞 𝐔𝐩𝐠𝐫𝐚𝐝𝐞:
Your LinkedIn profile isn't just a resume - it's your #1 personal landing page on Google. We'll optimize your LinkedIn profile for maximum visibility, keyword relevance, and lead conversion. When your ideal prospects search for someone offering your expertise, you'll be at the top.

2️⃣ 𝐈𝐝𝐞𝐚𝐥 𝐂𝐥𝐢𝐞𝐧𝐭 𝐓𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠:
We develop a laser-focused Ideal Client Profile (ICP) to clearly define and target your ideal prospects, ensuring every outreach campaign precisely matches their needs.

3️⃣ 𝐕𝐚𝐥𝐮𝐞 𝐎𝐟𝐟𝐞𝐫 𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧:
We craft an irresistible "slice of your expertise" - a guide, report, masterclass, or video that attracts attention, builds authority, and generates high-quality leads.

4️⃣ 𝐃𝐨𝐧𝐞-𝐅𝐨𝐫-𝐘𝐨𝐮 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐚𝐧𝐝 𝐄𝐦𝐚𝐢𝐥 𝐎𝐮𝐭𝐫𝐞𝐚𝐜𝐡:
We design, execute, and optimize highly effective LinkedIn outreach and email campaigns to position your Value Offer directly in front of thousands of targeted prospects every month.

*Or if you just want to start with a done-for-you LinkedIn Profile Upgrade, go here:
https://www.referralprogrampros.com/linkedin-profile-upgrade


✅ 𝐌𝐘 𝐁𝐀𝐂𝐊𝐆𝐑𝐎𝐔𝐍𝐃:

-Born and raised in Stillwater, Minnesota. 
-Snowboarded (and went to college at Gonzaga) in Spokane, Washington.
-Co-founded a travel company in Florence, Italy.
-Became COO of a fintech company in Bellevue, Washington.
-Started Referral Program Pros and living my passion of helping entrepreneurs grow.

I live in Seattle, WA with my wife and two kids - the 3 people who make me the luckiest guy I know.

Thomas Ryan Oakes

Top 5 most practical ways to use AI for growth...

These are dead simple.

Most founders use AI for the obvious stuff.

Write a blog post. 
Summarize a doc. 
Draft an email.

That's fine.

But if you're a consultant, agency owner, or founder trying to bring in more business...

AI can do a LOT more than write your content.

Here are 5 plays that are actually moving the needle right now:

1. Turn your sales calls into your entire content strategy.

-Record every prospect call using Fathom or Otter.
-Upload the transcript. 
-Ask the AI to pull out the top objections, pain points, and exact phrases your prospects used.

Those phrases become your LinkedIn posts, email subject lines, and landing page copy.

Your market literally writes your messaging for you.


2. Build personalized outreach at scale.

-Feed a prospect's LinkedIn profile, website, or recent posts into ChatGPT or Claude.
-Ask it to draft a message that references something specific about their business and ties it to your offer.

Not fake personalization. 
Real relevance in 90 seconds instead of 15 minutes.

Shameless plug: You can also use gtmbud for this purpose if you want to launch a campaign within literal minutes - https://gtmbud.com/


3. Create custom "value offers" for every prospect.

Use AI to generate a quick audit, benchmark, or breakdown specific to the person you're reaching out to.

Example: "Had a few ideas on how your positioning could attract more prospects - want me to send it over?"


4. Research your ICP faster than....well any human ever.

Use AI to analyze job postings, earnings calls, LinkedIn activity, or industry reports for your target accounts.

You'll spot buying signals (new hires, leadership changes, budget shifts) before your competitors ever notice them.


5. Repurpose one piece of content into ten.

-Take a single client win, case study, or lesson learned.
-Ask AI to turn it into a LinkedIn post, a cold email angle, a video script, a newsletter section, and a follow-up message.

One idea. Ten touchpoints. All in under 20 minutes.

Pick one of these five.

Try it this week.

Then tell me what happened.

Rooting for you,
Tom

Outreach you can be proud of. We help B2B service businesses book more qualified calls using a proven Value-Offer Outreach Funnel that turns interest into clients. Join 7k+ others in GTM READY (free newsletter below)

Open article: GTMBud - AI-Powered Outbound Campaign Platform for Consultants & Agencies by gtmbud.com

GTMBud - AI-Powered Outbound Campaign Platform for Consultants & Agencies

taplio

The Battle

Sam Dunning

Thomas Ryan Oakes

Followers

Posts

Engagements

Likes

Performance ScoreSam Dunning's LinkedIn Performance

Performance ScoreThomas Ryan Oakes's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Sam Dunning

Thomas Ryan Oakes

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);}Sam Dunning's LinkedIn Performance

Performance ScoreThomas Ryan Oakes's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSam Dunning's LinkedIn Performance