Founder | B2B GTM | Scale without headcount by mapping your playbooks into an AI revenue engine

Be honest - how many Linkedin posts have you seen this year saying that XYZ tech/playbook/widget is absolutely essential to your GTM this year?

Probably a lot

We now have thousands of sales and marketing technologies on the market

And all of them are pitching their solution as best in class

With playbooks, agencies, influencers to sell them

And yes, we have preferred tech vendors

Here's the difference

We don't throw you in canned playbook, we actually look at your Go to Market model before making recommendations

Let me tell you a funny story

I talked with an SDR team that was booking 80 meetings a month with parallel dialers and 10k emails per SDR per month

But 60% of their meetings got disqualified

Why?

They didn't qualify target accounts before doing outreach

Tech and playbooks don't save you deploy the wrong one at the wrong time

So what do we do different?

When you work with us, we start with an assessment

We look at your funnel metrics, your best customers, your messaging/copy, and get input from your team on detailed attributes that make up a great customer

That you CAN'T find in an off the shelf tool

After that we use our knowledge of best practices and tooling to identify the biggest opportunities to unlock more revenue per headcount in your team

This could look like

> Customer analysis
> Serviceable Addressable Market Mapping (because TAM is where you lose deals not win them)
> Target Account Lists
> Automated Contact Prospecting & Enrichment
> Pipeline Validation (we build out a script, test it to book meetings for you, help you take the meetings through completed discovery with next steps, then give you a completed call framework, email sequence, and discovery framework)
> Outbound Sales Team Coaching (Phone first)
> Sales Process Optimization
> Managed Cold Emails & Cold Calling
> Inbound Lead Flow Optimization
> AI Business Case Building (which we used to open a $300k+ opp at UPS)
> Implementation of Nooks, Clay, Evergrowth, and other sales tooling

Yes, we do that under one roof

Yes, it was very hard to find a team good enough to do all of this in one place

If you want to learn more, book a time here: https://calendly.com/b2bcatalyst/your-gtm-system-audit-linkedin
> Cold Email Infrastructure

Scott Martinis

I analyze your outbound data before telling you what’s broken | CEO, B2B Catalyst

I've spent 8 years building outbound systems for B2B companies. Teams of just the founder to 50 SDRs.

Over the years I realized success isn't nearly as random as it looks. 

There's a specific hierarchy of constraints, and if you don't solve them in the right order, your outbound fails.

The problem is that methodology usually takes months of manual consulting work.

Recently I compressed it with AI.

I fed 21 sales call transcripts, 585 cold call records, every script, deck, and playbook a company had into the system.

It found a two-layer messaging problem nobody had diagnosed.

Wrong product frame combined with wrong awareness level. 

That alone explained why cold calls weren't converting.

They had 6 script iterations that accumulated over months of gut-feel revision. None of them were working. 

The system identified which proof points were actually landing on calls, and zeroed in on a new approach built from their own data.

It took an evening.

I'm publishing the full methodology next week, prompt templates, benchmarks included. Free.

But first, I want to run it for 3 more companies. For free.

What I need: your last 30 days of email sends and replies, cold call recordings, and discovery calls. That's it. 15-20 minutes of exports.

Signal enrichments on your companies and contacts are nice to have, but not needed.

What you get back: a constraint map, messaging diagnostic, rep coaching briefs, and talk tracks revision suggestions. In days.

DM me "sprint" if you want in. I'm taking 3.

Precision Pipeline at scale? That's Genius.

I lost nearly half our ARR in 60 days.

It took 11 seconds to read the email. 4 years of work, gone. PE deal collapsed. I had to fire people with families. I sat at my desk 100 feet from where we eat dinner and questioned everything.

Most CROs would hide that.

We rebuilt. Won back Europe's largest software company. Grew back ARR at 30% EBITDA margins (3x more efficient than before). 

Now we're launching AdGenius to solve a problem I've watched for 12 years in this industry. 

**My Background:**

→ CRO at LeadGenius (7 years)
→ Grew ARR from $6M to $10M in 2 years as VP Sales
→ Rebuilt to 30% EBITDA after catastrophic churn
→ Started in mobile advertising in 2013 (yes, sketchy dating apps, don't judge)
→ "Doctored" my resume to skip the BDR role and get into ZoomInfo
→ 12+ years in go-to-market data, sales intelligence, and digital advertising

I share what most people won't: the failures, the near-death moments, the mistakes that almost cost me my career. Because that's where the real lessons are.

Zeb Couch 🤜🤛

Actual sentence said out loud by a VP of Demand Gen last Wednesday: “TikTok? Our buyers aren’t on TikTok.”

This kind of definitive statement gets my dander up. 

Really?

You’re telling me CMOs and VPs of Marketing:

Don’t scroll their phones at night?
Don’t watch short-form video?
Don’t consume content outside of LinkedIn?

Come on. I do! 

TikTok isn’t a “teen dance app” anymore. It’s an algorithmic attention engine that's so prolific it had 'heads of state' and multiple billionaires vying for it's US operations.

The average CMO today is 35–55 years old. That demographic is deeply embedded in short-form video consumption. And guess what spikes between 8–11pm?

Mobile usage.

CMOs are humans before they’re executives ("Don't treat me like a lead, dude!").

They unwind. They doomscroll. They watch content about:

AI
Leadership
Paid media
Revenue strategy
Startups
Productivity
How it’s unhealthy to be on your phone before bed.

And TikTok’s algorithm adapts fast. If you engage with B2B marketing content, it becomes a B2B marketing feed.

Don’t believe me?

Look at who’s investing:

HubSpot
Salesforce
Adobe
Shopify

These aren’t brands throwing darts. 

Here’s the bigger issue:

When marketers say “our buyers aren’t there,” what they usually mean is: “We don’t understand how to win there.”

The latter statement should be followed by..."so how do we figure it out?"

We’ve seen this movie before.

Facebook in 2012.
Instagram in 2016.
LinkedIn video in 2019.

Early adopters captured:

Cheap CPMs
Cultural authority
Category ownership

Late adopters paid a premium to catch up...and if you're still ONLY using LinkedIn and Google Ads you're still paying the premium. 

The smarter question isn’t:

“Are CMOs on TikTok?”

It’s:

“Are modern buyers forming opinions outside LinkedIn?”

The answer is YES and ignoring it isn’t strategy. It’s comfort. 

In 2026 you should be anything but comfortable. 

Haven't you seen layoffs[.]fyi?

Zeb Couch

Building AdGenius | Modern Paid Media for Modern Demand Gen ❤️ | CRO @ LeadGenius

The buyer journey evolved. Paid media didn't.

Modern buying is anything but structured. Buyers bounce between peer reviews, AI research, LinkedIn, Google, websites...moving forward, sideways, and backward. Often multiple times.

But paid media is structured and siloed, still stuck in 2018.

LinkedIn has its own pixel. Meta has its own pixel. Google has its own pixel. Each with its own audiences, its own conversion events, its own optimization logic.

None of them talk to each other.

And platforms like AdRoll, Demandbase, Hubspot describing themselves as "multi-channel"? 

They're really just multi-channel reporting platforms pushing your audiences to the same disconnected channels. 

Your execution is still siloed. Your data is still fragmented.

𝗬𝗼𝘂 𝗳𝗲𝗲𝗹 𝗶𝘁 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆:

→ Costs climbing while results stay flat
→ Hours stitching attribution together in spreadsheets
→ Pressure to drive more pipeline with less budget
→ Uncertainty prevents exploring new channels 

𝗦𝗼 𝘆𝗼𝘂 𝘁𝗿𝘆 𝘁𝗵𝗲 𝗼𝗯𝘃𝗶𝗼𝘂𝘀 𝗳𝗶𝘅𝗲𝘀:

→ “We need better match rates!”
→ “We need better creative!”
→ “We need more spend in the same channels to reach more people!”
→ “We need a different intent tool!” 

Improvement might be incremental, but it’s short-lived and your back to square one.

𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗶𝘀𝗻’𝘁 𝘁𝗮𝗰𝘁𝗶𝗰𝗮𝗹, 𝗶𝘁’𝘀 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗮𝗹. 

Paid media's architecture is fundamentally opposed to how modern buyers actually buy. 

Buyers don't see silos.

Until your paid media does the same, you'll keep spinning your wheels on tactical fixes. 

'Modern' paid media unifies all your audiences, campaigns, and channels into one system so you can follow buyers wherever they go instead of running siloed campaigns across disconnected platforms.

𝗧𝗵𝗮𝘁 𝗺𝗲𝗮𝗻𝘀 𝘆𝗼𝘂 𝗰𝗮𝗻:

1/ Actually track the entire buyer journey from awareness to conversion

2/ Convert more leads that actually turn into real buyer pipeline

3/ Greatly lower the cost of that conversion

Modern demand gen deserves (needs) modern paid media…especially in 2026.

We’re building AdGenius with a simple premise: the buyer journey evolved. Paid media didn’t. 

Every CMO and marketing VP we talk to is a software buyer, but they forget their own behavior during the buying process when they setup demand gen programs to attract customers.  

Modern buying is fluid and fragmented. 

Buyers bounce between website visits, peer reviews, analyst reports, LinkedIn content, internal debates and back to Google.

They move forward...sideways...backward...often multiple times.

Problem is, paid media is still siloed and linear.

Campaigns are trapped by platforms.

You think in terms of LinkedIn as 𝘪𝘵𝘴 𝘰𝘸𝘯 𝘤𝘩𝘢𝘯𝘯𝘦𝘭.

Google as 𝘪𝘵𝘴 𝘰𝘸𝘯 𝘤𝘩𝘢𝘯𝘯𝘦𝘭.

Meta as 𝘪𝘵𝘴 𝘰𝘸𝘯 𝘤𝘩𝘢𝘯𝘯𝘦𝘭.

You call them walled gardens for a reason.

Each one has its own audience logic, campaign structure, pixels, and conversion events.

But your buyers don’t see walled gardens.

They move fluidly between all of them.

And that’s the real issue.

Paid media is structurally opposed to how modern buyers actually buy.

So the problems you feel show up as symptoms:

“That channel doesn’t work for us.”

“Our audience match rate is too low.”

“That campaign failed.”

“Our creative is terrible.”

"We need a re-brand." 

But none of those are the real problem.

The problem is structural.

Paid media needs to be re-engineered for how modern buying actually happens. 

That’s what AdGenius is being designed to do: follow buyers wherever they go and break the siloes of campaigns trapped by platforms.

If you solve that the results will surprise you: 

That channel 𝘥𝘰𝘦𝘴 work. 

Your audience match rate 𝘥𝘰𝘦𝘴𝘯'𝘵 𝘮𝘢𝘵𝘵𝘦𝘳. 

Your campaign with that terrible creative...𝘤𝘰𝘯𝘷𝘦𝘳𝘵𝘴. 

You already know how buyers behave because you are one.

Let's build demand gen that reflects that reality.

I spent an hour with a $80B cloud infrastructure paid media team. Here's what surprised me most.

𝗧𝗵𝗲𝗶𝗿 𝘀𝘁𝗮𝗰𝗸:
→ Custom data warehouse 
→ Workato for orchestration 
→ Premium intent signals 
→ Dedicated marketing ops team 
→ Budget most CMOs dream about

𝗧𝗵𝗲𝗶𝗿 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀:
→ Manual signal response: Champion changes jobs (great signal), but 8 steps to launch a campaign means most signals never get acted on

→ LinkedIn coverage gaps: Even as heavy spenders, new analytics show they're missing 60%+ of target accounts

→ Google Sheets everywhere: Campaign tracking lives in spreadsheets, creating overhead and error risk

→ Can't scale 1:1: They max out at ~50 personalized campaigns before complexity collapses

→ Security bottleneck: New platforms = 3-6 month security review, so they stay stuck

𝗪𝗵𝗮𝘁 𝘀𝘂𝗿𝗽𝗿𝗶𝘀𝗲𝗱 𝗺𝗲:

Their problems aren't unique. I hear the same from other enterprises. 

Different budgets. Different scale. Same infrastructure constraints.

If a $80B company with world-class infrastructure is dealing with this, everyone is.

𝗪𝗵𝗮𝘁 𝗜 𝗿𝗲𝗮𝗹𝗶𝘇𝗲𝗱:

This isn't an execution problem. It's not a talent problem.

It's an infrastructure problem.

They have the right signals. The right strategy. The right team.

But they can't execute because the tools weren't built for it.

Legacy paid media was designed for: 
→ Batch processing (weekly uploads) 
→ Siloed channels (LinkedIn doesn't know about Google conversions) → Manual workflows (pull → upload → create → track) 
→ Post-campaign optimization (analyze last week to fix next week)

Modern demand gen requires: 
→ Real-time signal response 
→ Unified execution (channels learning from each other) 
→ Automated workflows (signal → live in minutes) 
→ Real-time optimization (adjust while spending)

You can't force legacy infrastructure to do modern work. No amount of custom integrations or talented ops people can bridge that gap.

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝘆𝗼𝘂:

You're not failing. Your infrastructure is.

The companies that win won't be the ones with the best list, fanciest signals or biggest budgets.

They'll be the ones who can operationalize signals faster, orchestrate channels smarter, and prove ROI clearer.

That requires infrastructure designed for 2025, not 2015.

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The Battle

Scott Martinis

Zeb Couch 🤜🤛

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