CSM @ Skale.so | B2B Business Dev Strategist & Founder at frontBrick

🌟 Business Developer | Revenue Growth | GTM+ AI | Former Goalkeeper 🧤

Stan Stojanovic

Great practical sessions on growth and marketing at unlockit conference here at Microsoft office in Belgrade ⚡️

Thanks a lot for sharing all the insights Ravish Agrawal, Enrique Hoyos and Vukasin Vukosavljevic 

Luka Dolic Stefan Savanovic

Founder @ frontBrick.io | Building Your Pipeline. Brick By Brick. | Architect of sophisticated pipeline generation strategies for ambitious B2B teams 🟢 | Founder @ unbooth.io

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We added one thing to our ABM campaign last month for one of our clients.
A human voice.
Here's what happened ↓

We were already running:
→ LinkedIn Ads to our ICP
→ Multi-channel sequences (email + LinkedIn)
People were engaging. Accepting invites. Replying here and there.
But a lot of them just went quiet after the first touch.
So we had an SDR start calling - but only the people who already engaged.
Not cold outreach. Warm follow-up.

They'd seen our ads. Accepted our invite. Maybe even replied once.
The call didn't feel random. It felt like a next step.
The piece that made it possible: BetterContact

We needed verified phone numbers at scale - and the accuracy was genuinely remarkable. No bad numbers, no wasted dials. Just real conversations with the right people.

February results:
→ 1,252 prospects in the funnel
→ 87 replies across channels
→ 51 interested leads and 65% - 70% converted to booked meetings

Calling a warm audience is a completely different game.
When someone already knows who you are, picking up the phone closes the gap faster than any sequence ever will.

If you're running ads and outreach but not following up by phone - you're leaving meetings on the table.

I help businesses turn words into revenue.

Too many websites talk about the company. 
Too many proposals bury the client’s needs under jargon. 
Too many brochures fail to explain the real value.

That is where I come in.

With 10+ years in marketing, bid writing, and content strategy, I specialise in creating:

- Websites that engage clients (not just impress your team)
- Proposals & tenders that win projects
- Case studies that showcase results
- Sales & marketing collateral (brochures, product sheets, capability statements)
- Blogs & newsletters that build trust and authority

I have written content for industries including:
Professional services (law, consulting, accounting)
Tech & SaaS
Construction, AV & defence (complex bids and tenders)

✅ The result? 
Clients trust you. 
Decision-makers remember you. 
And you win more work.

📩 If your content isn’t generating leads or closing deals, let’s talk.

Maddy Advani

AI won’t replace good writers.
It will expose average ones.

The loudest panic about AI comes from people obsessed with output.
More words. Faster drafts. Endless content.

The people quietly pulling ahead?
They are obsessed with judgment.

Because yes- AI can write.
What it still can’t do is:
- Decide what actually deserves attention
- Shape an idea for this audience, right now
- Cut through noise and land on a clear point of view

That gap isn’t small.
It is where leverage is created.

Which is why the best writers aren’t being replaced.
They are being promoted.

Now pause for a second.
If you are still here, this post has already worked.
Here is why 👇

Helping B2B service providers drive sales with high-impact websites, proposals & marketing content

Here is What a High Performing LinkedIn Post Needs

Knowing your 'target audience' won’t grow your revenue.
Knowing your buyer will.

Most businesses say they know their target audience.

But when you look at their content, offers, or website…
 …it is clear they have confused reach with relevance.

Here is the real problem:
They are talking to an audience, not a buyer.

A target audience answers:
Who could buy from us?

So you get:
 • Industry
 • Job title
 • Company size
 • Location

This is: Useful for ads.
But almost useless for sales.

A persona/ buyer that converts answers:
Who will buy — and why now?

That means understanding:
• What problem feels urgent today
• What they’ve already tried (and why it failed)
• What risk they’re trying to avoid
• What would make them delay a decision
• What success actually looks like to them

One helps you get seen.
The other helps you get chosen.

Here is the test I use:
If your “persona” can’t help you:
• Write a homepage headline
• Anticipate objections on a sales call
• Decide what not to talk about in content
…it is not a persona.
 It is a description.

Wednesday Wisdom takeaway:
Audience = potential attention.
Persona = buying intent.

And most marketing underperforms because it is built for the first, not the second.
—--------------------------------------------------------
Wednesday Wisdom is my weekly series where I share practical insights from real client work- to help service businesses turn content into clarity, and clarity into sales.

Want More Sales? Talk to a Persona, Not a Target Audience

Most B2B businesses don’t lose deals because their offer is weak.
They lose them because their message is unclear.

And unclear messaging doesn’t just hurt marketing.
It quietly leaks revenue.

Here is how it shows up:
• Sales calls turn into long explanations
• Prospects ask for proposals, then disappear
• Content gets likes, not conversations
• Buyers say “interesting” instead of “this is exactly what we need”

That is not a traffic problem.
That is a clarity problem.

B2B buyers don’t have time to decode your brilliance.
They are scanning for three things:
- Can you solve my problem?
- Do you understand my world?
- Will this make my life easier?

When the answer isn’t obvious, buyers don’t debate.
They don’t object.
They leave.

Silently.

That is the cost no dashboard shows you.

In B2B, clarity isn’t clever positioning.
It is cognitive relief.

Your buyer is busy.
They arre risk-averse.
They are selling your decision internally.

Clear messaging does three things:
It builds trust faster
It shortens buying cycles
It makes the next step obvious

And obvious is what converts in complex sales.
Here is a simple way to fix it:
The CLEAR framework.

If someone can’t explain your value in one sentence to a room you are not in,
you are not getting the deal.

Unclear messaging doesn’t create objections.
It creates hesitation.

And hesitation kills B2B growth.

Before your next post, page, or pitch deck:
run it through CLEAR.
Make the decision easier.
That is what converts.

The CLEAR Framework

Your competitor publishes 3x more content than you.
More posts.
More platforms.
More “we’re thinking about the future” takes.

They also have a bigger team and a bigger budget.
And they are still not closing more deals.

Because content isn’t a volume problem.
It is a relevance problem.

Most B2B companies treat content like a numbers game.
Publish more.
Post more often.
Stay visible.

But your buyer isn’t binge-reading your blog.

In a 9-month sales cycle, with a 5-person buying committee, your content gets roughly 47 minutes of attention.

Total.
Not each.

So asking “How much should we publish?” is the wrong question.

The better one is:
When a prospect has 8 minutes before their next meeting, which piece of content makes them pause and think,
“These people understand our situation”?

Most content answers obvious questions.
The kind prospects could Google in 30 seconds.

The content that drives revenue does something else.
It names the problem before the buyer knows how to explain it.

That is the difference between content and collateral.

One keeps you busy.
The other moves deals forward.
-------------------------------------------------
Wednesday Wisdom is my weekly breakdown of what works in B2B content- drawn from real client work, real buying behaviour, and real sales conversations.

I deleted 14 of 22 slides from a client's pitch deck last year.
They thought I was mad.

They won the deal.

Here is what I cut:
 — The 3-slide company history (nobody cares when you were founded)
 — The org chart (your buyer doesn't need to know your reporting lines)
 — The "our values" slide (integrity, innovation, excellence — so does everyone)
 — The 4 slides of logos with no context (logos aren't proof without a story)
 — The methodology diagram that needed a 10-minute explanation (if it needs explaining, it's not working)

What I kept:
 — The problem as the client described it (in their words, not ours)
 — Three proof points with specific outcomes
 — One clear "here is what happens next" slide

The client told me later: "The other firms presented for 45 minutes. You presented for 12. We remembered yours."

Shorter isn't lazy.
Shorter is what confidence looks like on a slide.

Cold calling isn't dead.
It is just losing to content. Badly.

Here is what is actually happening in B2B right now:
→ Your buyer Googled their problem at 11pm last Tuesday
→ They read 3 blog posts, watched a webinar, and saved a LinkedIn carousel
→ They shortlisted 2 vendors before your Sales Rep even picked up the phone

The game changed. Most teams didn't.
We are in the era of buyer-first marketing.

That means:
✅ Leading with value, not a pitch
✅ Showing up in the feed before you show up in the inbox
✅ Building trust at scale through content- not one awkward call at a time

The companies winning right now aren't the ones with the biggest sales teams.
They are the ones whose content does the selling before a meeting is ever booked.

Think about your own behavior:
 — When was the last time you answered a cold call?
 — When was the last time a piece of content changed how you thought about a problem?

Exactly.

Cold outreach says: "Let me tell you why you need us."
Content says: "Here is how to solve your problem. Oh, and we do this for a living."

One interrupts. The other earns trust.

The B2B brands that figure this out will own the next decade.
The ones that don't will keep wondering why their pipeline is drying up.

I am building a content agency around this exact belief- that the best marketing doesn't feel like marketing. It feels like help.

If this resonates, repost this to your network. 
And drop a comment if you have seen this shift firsthand.

Buyer First Marketing- The B2B Playbook

Why Apple Launches Are a Masterclass in Content Strategy 

You don’t watch an Apple launch.
You experience it.

They don’t overload you with specs. They don’t over-explain features.
They show, they demo, and they let the product do the talking.

Here is what they do better than most brands:
1️⃣ Visual storytelling over bullet points 
Every product feature is shown in action. 
Remember the iPhone Face ID demo? You saw it work before you even read a word.

2️⃣ Emotion first, specs second
The Apple Watch “close your rings” launch didn’t start with numbers. 
It started with lifestyle and impact- the feeling of achievement.

3️⃣ Consistency in design & messaging 
Every slide, every video, every touchpoint is polished and intentional. 
Nothing feels accidental.

4️⃣ Trust in the product
Apple doesn’t oversell. 
The product speaks for itself, and the audience trusts it because they see it in action.

For marketers, the lesson is simple:
✅ Say less. Trim the fluff. Every word must earn its place.
✅ Show more. Use demos, visuals, or results- let your work speak.
✅ Let proof do the heavy lifting. High-stakes clients notice the difference between a claim and a demonstration.

Apple doesn’t just launch products. They launch belief.
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Wednesday Wisdom is my weekly series where I share insights, strategies, and lessons from client conversations and the business world, helping you level up your marketing and content game.

Follow me for more such weekly insights.

Undecided brands don’t get ignored.
They get forgotten.

This is why Jasmin Alic is right about clarity.
And also why most businesses misapply it.

They hear “clarity” and assume it is a writing exercise:
 • Tighter sentences
 • Fewer buzzwords
 • Cleaner copy

So they rewrite the website. Again.

But clarity doesn’t start on the page.
It starts with decisions most teams avoid making.

Clarity means deciding:
 • Who you are not for
 • What you refuse to compete on
 • Why someone should choose you over a safer, more familiar option

If those answers are fuzzy internally, your brand will sound “fine” externally, and still be ignored.

This is the real cost of unclear positioning:
 • Longer sales cycles
 • Endless “just checking in” follow-ups
 • Content that gets likes but no demand

Not because the writing is bad.
Because the decision for the buyer is hard.

Real clarity makes choosing easy.
 • Sales conversations shorten
 • Objections reduce
 • Content repels the wrong audience and attracts the right one

Clarity isn’t about saying less.
 It is about making the buyer’s next move obvious.

Curious how you think about this, Jasmin Alić- where do you see businesses most often breaking clarity in practice, not theory?

Every piece of B2B content you publish is being judged by a 2-word question.
And most of it is failing.

The question?
"So what?"

Your reader is asking it- consciously or not- after every single line they read.

"We are an industry-leading platform…" → So what?
"Our team has 50 years of combined experience…" → So what?
"We use a proprietary methodology…" → So what?

If your content doesn't answer that question instantly, your reader does something worse than disagree.

They leave.

I call it The So What? Test, and it is the single filter I apply to every piece of B2B content we create.

Swipe through the carousel below 👇 to see how it transforms 5 types of B2B content.

Here is the pattern:
Most B2B content is written from the inside out.

Content that converts is written from the outside in.

That's the entire difference between content that gets published and content that gets results.

The So What? Test isn't complicated.
But it's brutal- because it forces you to delete the stuff you are most proud of and keep only what your reader actually needs.

Next time you write anything - a post, a proposal, a homepage headline, read it back and ask:
"If I were the reader… would I care?"
If the answer is no, rewrite it until the answer is yes.

That is the test. That is the standard.

The 'So What?' Test

Most newsletters are written as if the reader has nothing better to do.

They ramble.
They over-explain.
They mistake length for value.

But the newsletters people actually read do the opposite.
Here are a few examples:

Nicholas Cole
Why it works:
- First-principles thinking, not trends.
- No filler context — assumes an intelligent reader.
- Every email feels considered, not rushed.

What to steal:
Trust the reader. Don’t spoon-feed. Say the thing plainly and move on.

Sahil Bloom
Why it works:
- Structured, skimmable, intentional.
- Clear sections with a payoff in each.
- You always know why the email exists.

What to steal:
Make it easy to consume without making it shallow. Clarity is respect.

Lenny Rachitsky
Why it works:
- Deep, but never indulgent.
- Clear promise upfront.
- Every section earns its place.

What to steal:
If it is long, it better be useful. Length is justified only by insight.

Paul Graham
Why it works:
- Zero hype. Zero padding.
- One idea explored until it’s understood.
- Doesn’t chase attention — commands it.

What to steal:
Write fewer emails. Make each one worth saving.

THE COMMON THREAD
None of these newsletters try to:
- Sound clever
- Cover everything
- Publish just to stay “consistent”

They all do one thing well:
They treat attention like a scarce resource.

That is the difference between a newsletter people skim and one they actually wait for.

The difference between content that sounds smart
and content that actually sells:
Audience-first writing!

One thing I have consistently noticed in the work of great writers such as Nicolas Cole 🚢👻 and Jasmin Alić:
They don’t start with what they want to say.
They start with who they are speaking to.

Before a post goes live or a product gets built, they are obsessing over:
- What problem the audience already feels
- What they’re confused about right now
- What outcome they are actively trying to achieve
- What words they use when they talk about it

That is why their writing feels obvious.
That is why their courses sell without hype.
That is why their products feel like answers, not pitches.

If you want content that drives sales:
Stop explaining
Start aligning
Stop broadcasting
Start meeting your audience where they already are.

Audience-first writing isn’t optional anymore.
It is the difference between posting consistently and getting paid consistently.
————————————————————
When I sat down to write this, I didn’t ask:
“What framework should I share today?”

I asked:
- What is frustrating you right now?
- What is unclear, even though you’ve tried?
- What are you actually trying to move closer to?
- And how would you say it, not me?

Create Content that Sells!

Most B2B content sounds like it was written by the same person.
Different logos.
Same posts.

“5 tips for…”
“Why your business needs…”
“The ultimate guide to…”

Scroll LinkedIn for 5 minutes and you’ll see it.

The problem isn’t effort.
It is that most founders hide the one thing buyers actually care about:
How they think.

After 10 years writing for businesses - from defence contractors to early-stage startups - I have learned this:
Your competitor can copy your offer.
They can copy your pricing.
They can even copy your messaging.

But they cannot copy your brain.

And in B2B, buyers don’t just buy solutions.
They buy belief.

When someone reads your content and thinks
“Finally… someone who gets it.”
That is when trust starts.

A simple exercise to try this week:
Write down one belief you hold about your industry that most people wouldn’t say publicly.

Look at your last three posts.
Could they have been written by anyone else in your industry?

Rewrite one starting with:
“Most people say X. Here is why I disagree.”

Your point of view isn’t a branding exercise.
It is your unfair advantage.

So I am curious:
What’s one industry belief you completely disagree with?

taplio

The Battle

Stan Stojanovic

Maddy Advani

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taplio

The Battle

Stan Stojanovic

Maddy Advani

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);}Stan Stojanovic's LinkedIn Performance

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Ready to grow your LinkedIn presence?

Performance ScoreStan Stojanovic's LinkedIn Performance