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.

Vukasin Vukosavljevic

I started looking for a marketing job during my MBA studies. Young and absolutely convinced that "marketing" meant a corner office at Nike or P&G, slowly ascending that corporate ladder.

So I applied to a few of these big companies. Got rejected from all of them. Not because "they just didn't see my genius". But because they understood perfectly: I was inexperienced, unproven, and, let's be honest, not remotely good enough yet.

But then my phone rang.

It was my university friend. He was working at this scrappy little marketing agency in my city.

"Dude, we need a Copywriter. Someone who can write in English. Maybe without making it sound like a Terms & Conditions page. I don’t have a lot of money to pay what you're definitely not worth right now, but this could change fast if we don't completely screw it up. You in?”

That's how it all started.

The world of content and inbound, growth marketing, GTM, building B2B/SaaS startups - all of it opened its doors to me. And like a 12-year-old me in an ice cream shop, I never wanted to leave that kingdom.

So instead of ascending the corporate ladder, I ascended the marketing ladder. Started as a Copywriter who didn't know what MRR or conversion rates were. Eventually rose through the ranks into leading marketing positions, where MRR and conversion rates are my best pals.

Nowadays, I just describe myself as a guy whose main job is turning marketing channels into absolute chaos (the good kind)… that basically do 3 things:

- Build awareness and an audience that comes to you
- Drive and retain users while accelerating revenue (in a profitable way)
- Build a brand people stick close to (not because they have to, but because they want to)

Currently growing HeyReach as their CMO and sharing all the stories here. Including the messy parts and the 3 AM moments where I question every decision that led me to debug a GTM workflow instead of becoming a doctor like my mom suggested.

For the rest of my track record, just scroll a bit down. 😇

But more importantly, DM me if you wanna exchange war stories on this beautiful disaster we call growth marketing.

VP of Marketing

Leading the team responsible for demand gen and branding for our two products - Big Interview & Skill.

I'll just say it - this was the best conference I've ever attended. And I'm not the type to throw “best” around lightly.

Here's why unlockit conference broke my brain (in a good way):

⭐ Next-level networking

Corridors, lunches, dinners, Nespresso stands - the idea exchange was nuts. I met so many smart people who inspired me to come home late in the evening and fire up my laptop instead of going to sleep.

🔓 Unlocking ideas

The talks kept unlocking new ideas. I was sitting there having genuine brainwave moments. In real time. Loved it!

⚒️ Marketing workshop

I co-hosted a marketing workshop alongside Enrique, Ravish, and Diandra (what a lineup to see your name next to btw). Questions flying, energy through the roof, zero awkward silences. That one's going in the memory bank.

🌍 HeyReach Universe showed up

Six teammates, few part-timers, current users, future users - all together. Brainstorming tactics and features on bar napkins.

🍻 When your LinkedIn feed comes to life

Local friends. Global friends. New friends. All in the same room and same bars for two days. Understatement of the year to call it fun.

🏠 World-class event in my backyard

Having this caliber of conference, with this lineup, in Belgrade? That hit different. Personal doesn't even begin to cover it.

None of this happens without Tanja and the Inicijativa „Digitalna Srbija“ team. What they built deserves a standing ovation, not just a LinkedIn post. Genuinely phenomenal work. 👏👏👏

I'm an unlockit fan for life. See you at the next one.

CMO @ HeyReach | $10M ARR in 29 months, 55%+ profitability | Growth Mentor | Speaker

I applied for a job I didn't get… one I REALLY wanted.

7 interview rounds. 2 months. Made it to the final where I didn't close the deal.

And yet, I'd do it all over again.

Back then, I had a solid gig.

But Nordeus? They weren't just another company to me.

When I saw they were looking for an Organic Growth Manager, it felt custom-made. Except for one tiny detail: I had zero ASO (app store optimization) experience.

I figured: worst case, I get practice interviewing. Best case, I join a company I admired for years.

So I went all-in on the application.

I didn't send a generic CV. I created something personalized. First time I'd ever done that.

They responded fast. The interview process was no joke:

1️⃣ Talent Acquisition Lead
2️⃣ Head of Acquisition
3️⃣ Business case presentation to 5+ managers
4️⃣ Head of Community & Game Lead
5️⃣ HR Partner
6️⃣ CEO (yes, the actual CEO)
7️⃣ Final round with UA & Community Heads

I made it to the last round - a riverside walk in Belgrade with two managers. 

Casual vibe, high stakes. I didn't close the deal. The gaps in my ASO knowledge and task prioritization showed up.

But here's what I gained instead:

🚀 Their TA Lead redefined what great hiring looks like

No fluff. No BS. Just clear, warm communication and real feedback. I borrowed Antonija's tactics when I started building my own teams. We're still in touch years later.

Btw, COVID hit during my interview process. My parents got sick. I asked to reschedule a call with a manager who had an insane schedule. They did it without hesitation. Then Antonija called to ask how my parents were doing. And whether Nordeus could help with any healthcare.

In that moment, I thought: "I would go to war for this company."

🚀 CEO who interviews candidates personally

At a company with 100s of employees. I asked him why. His answer? "It matters if you want to build the right culture." That stuck with me. Very tense (I was young 😅) and very cool interview.

🚀 Interviews & growth sessions in one

Talks with their Acquisition and Community Leads were the best. Growth stories, football, gaming, hard questions disguised as casual chat. I didn’t know at the time, but I walked away with a masterclass in how to interview people.

Plot twist: During this process, my current company offered me a new contract.

So if Nordeus had said yes, I would've taken a pay cut to join them. And if I prove myself, their performance-based incentives were amazing.

We call it "sweet torments" in my country. The luxury of choosing between 2 great things.

Honestly? If they'd offered, I would've taken it. Nordeus was the only company 
I'd leave B2B/SaaS for to become a gaming marketer.

But it didn't work out that way. And that's okay. Both Nordeus and I have done some pretty cool things since then, each in our own way.

Sometimes the best outcomes aren't the ones you planned for.

Sometimes they're the ones that show you what good looks like - so you can build it yourself.

Our community has been asking for this for a while.

Today, the gates are open.

Introducing the HeyReach Creator Program. 🎉

Built for smooth GTM operators who are already talking about outreach, workflows, and predictable pipeline.

Here's what you actually get:

→ 35% revenue share for year one on every paid user you bring in
→ Free HeyReach account + performance-based rewards as you grow
→ VIP access to new features and the HeyReach inner circle
→ Get featured - we'll amplify your content and drive leads your way

This isn't a link-and-forget program. It's a real partnership.

We don't just want you to promote us. We want to build with you.

Waitlist is open now. Spots are limited (because we're doing this properly, not at scale).

👇 Drop a comment if interested and I'll send you access.

A marketer who attracts 1M eyeballs is respected by other marketers.

A marketer whose campaign generates $100K gets respect from everyone.

A marketer who does both?

They're just having more fun. Respect from all sides is just a plus.

I've always wanted to be marketer #3.

Not because I'm greedy.

Because I don't like choosing between being "creative" and being "profitable."

(As if the best marketing isn't both)

Every channel can deliver engagement AND revenue, for example.

💡 You're building LinkedIn personal brands in your company…

Engagement, comments, saves, reposts, followers - all important. But so is revenue, and your actions can impact it:

- % of your actual ICP engaging (not random folks or bots)
- Warm leads your posts send to sales
- Inbound DMs from qualified leads
- Positive replies to your LinkedIn outreach
- # of ICP-fit profiles viewing and connecting with you
- Boosted posts that drive pipeline

💡 Say you're building a YouTube channel:

Views, subscribers, retention, virality - all important. But they all have their big brother called revenue which we can impact:

- % of leads commenting (Nenad built a flow to find LN profiles of YT commenters)
- Landing page visits from video CTAs (e.g. cross-check with target accounts in your CRM)
- Cross-promoting videos with influencers, tapping into their audience, add a lead magnet, and isolate YouTube-only conversions
- Build PR videos for big launches, distribute them, and track correlation with branded search, direct traffic, and conversions
- New ICP-fit subscribers → extract company names → feed to sales

Some choices are binary.

Being the man vs. being a douche. Speaking up vs. staying silent when it matters.

But most choices? Not binary.

Brand OR revenue. Engagement OR leads. Traffic OR conversions
Best marketers do both.

(even though it’s not always easy - especially the tracking part)

The $2,000 rule that "experts" said would bankrupt Ritz-Carlton.

(Spoiler: It made them the most beloved hotel brand in the world.)

Read this story recently and absolutely LOVED IT! 👊 

In the 1980s, Horst Schulze did something that on paper made no sense.

He gave EVERY employee a $2,000 spending limit per guest.

One rule.

If a guest has a problem, fix it instantly. No approval needed.

I'm pretty sure competitors laughed.

But here's what happened:

🔹 A housekeeper in Hawaii noticed a guest forgot his laptop in Atlanta, with a critical presentation on it. She didn't fill out a form. She flew there herself. Delivered it same day.

🔹 A server overheard executives planning a conference at a competitor's hotel. He picked up their $600 tab. Weeks later, they moved their entire event worth hundreds of thousands to Ritz-Carlton.

🔹 A child left his favorite toy train behind. Staff didn't just mail it back. They photographed "Thomas" on vacation: lounging poolside, getting a spa treatment, living his best life. That family became customers for life.

🔹 A wedding ring disappeared in the sand during a Cancun honeymoon. Ritz staff bought four metal detectors and searched all night. The couple woke up to find their ring on the nightstand.

The "reckless" policy that was supposed to tank the company?

It generated millions in word-of-mouth marketing.

Employees stopped acting like employees. They started acting like owners.

Guests stopped being customers. They became evangelists.

Because one guy built a system where employees were trusted to do the right thing.

Sidenote: I'm hoping Schulze rewarded his employees well. Reading this, I'm pretty sure he did.

______

Observations:

→ Fix problems instantly mindset is everything

→ You have guys out there who say branding is this fluffy thing. That’s because they never built one. They’re just bla-bla people, they wouldn’t know. 🥱 

→ You don't need $2,000 per employee to create magic. Surprise moments can be anything. Delight and unexpected generosity are remembered forever. Generic stuff is forgotten fast.

→ The best hires don't need convincing, they bring this energy from day one. Our two recent marketing hires, Cristina and Mia showed up with this exact mindset. No training required. Just trust, autonomy, and backup when they need it.

That's the difference between a policy and a culture.

Long live true brand builders who get it. 🫡

Can't prove your LinkedIn content drives pipeline?

Here's the system that will help you do that - accurately.

You're posting. People are engaging.

Your boss asks "so what?" You used to shrug. Now you don't.

1️⃣ Build your target list in Clay

Companies + leads you actually want to close. Credit to Bruno and Clay team for this idea.

2️⃣ Push those leads to HeyReach.io

Run a connection request campaign to your core ICP. No pitch. Just network expansion with intent.

3️⃣ Post content on LinkedIn

You're already doing this part. Keep going. Try to ship stuff that has quality product placement.

4️⃣ Pull post engagers back into Clay

Cross-reference them against your target list. What you now have: a list of warm leads - boom. 🔥 You've just turned "vanity metrics" into qualified pipeline.

5️⃣ Segment smart

For example, did a specific post get traction? Those engagers get a different message than someone who liked your opinion piece.

6️⃣ Run relevant LN outreach with HeyReach

The message writes itself. It’s not cold. You're continuing a conversation they already started.
_____

The metric you now own: "Get X qualified engagements from target accounts."

That's a marketing KPI that makes a CRO nod slowly and say nothing - which is basically a standing ovation.

Send them warm leads to your sales team and become their favorite person in the building.

No sales team? Run outreach yourself. Don't be that soft marketer who goes "that's not my channel" or "I don't know how to do outreach". Figure it out. 😇 

Either way, your LinkedIn content is no longer a vibe. It's a pipeline tool.

Because the gap between "marketing does awareness" and "marketing drives revenue" is mostly a measurement problem.

This closes it.

taplio

The Battle

Stan Stojanovic

Vukasin Vukosavljevic

Followers

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Performance ScoreStan Stojanovic's LinkedIn Performance

Performance ScoreVukasin Vukosavljevic's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Stan Stojanovic

Vukasin Vukosavljevic

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

Performance ScoreVukasin Vukosavljevic's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreStan Stojanovic's LinkedIn Performance