CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

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Joe Wheatley

The best GTM principle → Create abundance where there is scarcity

Credit goes to Santosh Sharan for this one!

Before ZoomInfo, B2B data was locked behind Dun & Bradstreet at $100K/year. Only the IBMs of the world could access it.

ZoomInfo dropped that to $5K/year and went from $10M to $100M (abundance for SMBs)

Then Apollo arrived and made B2B data available for under $100/mo (abundance for everyone)

Each time, data was scarce for a lower segment of the market
A company noticed → made it abundant → their growth exploded

The cycle repeats over and over. Scarcity becomes abundance. Winners look for new scarcity.

And when data becomes fully abundant (thanks Apollo) the old playbooks stop working (goodbye spray and pray). That's why the industry has shifted towards signals. 

Tools like:

- Clay
- Freckle.io
- BirdDog
- Signalbase (Previously LeadsOnTrees)

So the real money question: What’s scarce now, and what will be scarce next?

That’s where the opportunity lies.

Joe Wheatley 🏠

Founder @ Demand House | Intelligent outbound for B2B SaaS | Trusted by Warmly, Summize & Coefficient

4 layers of B2B outbound (and our go-to tech stack)

1 / Capture Layer
- Prospeo.io for cold leads, RB2B for website leads and Trigify.io for social listening

Note: since Prospeo's V2 launch, we've switched over from Apollo (see link in description for reasons why)

2 / Intelligence Layer
- Freckle.io as the GTM-brain (others use Clay - they do the same thing)
- HTTP APIs to find and validate emails, using the following providers:
--> Prospeo, LeadMagic and FullEnrich for waterfall enrichment
--> ZeroBounce for email validation
--> BounceBan to verify catch-alls
- Freckle credits for mobile numbers (only credits we use)
- OpenAI API for AI enrichments and classification
- Tier leads based on account-fit and engagement score
- Build email and cold call scripts using messaging frameworks + AI
- Route leads to right sequences (Apollo for Tier 1 & 2, Instantly for Tier 3)

3 / Outreach Layer
- Tier 1 is multi-channel, manual SDR outreach (with scripts to assist)
- Tier 2 is multi-channel, manual outreach (when out of Tier 1 leads)
- Tier 3 is fully-automated email outreach (using copy built in Freckle)
- Tier 3 also identifies who is in-market vs who is out-of-market. For in-market, send sales-focused messaging; for out-of-market, send marketing nurture

4 / Sales Layer
- If positive reply, add lead to CRM. Now over to SDR team to book a demo

Founder @ Demand House | Outbound systems for B2B SaaS | Trusted by Warmly, Summize & Coefficient

Proof that cold outbound isn't dead, and remains the BEST channel for building predictable pipeline

Last week we sent 1,800 emails across 3 campaigns (roughly 600 leads contacted)

Reply rates between 5.7-10.6%

5 opportunities

See for yourself.

Given we only just started running outbound for ourselves (started in 2026), with only 10 secondary inboxes, I'd say this is a damn good start

Before you say outbound is dead, think again!

You need to give the recipient a reason to reply (value).

Then you need to deliver on this value and offer more value to get the call.

But most don't offer real value, and then complain no one responds. Why would they?

Others give value to the wrong people. Your fault you've got a bad list.

Also - stop relying on marketing / content as your savior. It's a long-term play that should consume 20% of your efforts max. 80% should be on near-term pipeline aka. outbound.

If you put in the work to build the right list and offer (and you deliver on your promises), you will win.

Building Curacity's top 100 prospects in 10 minutes:

1 / What they do
Demand creation platform where hotels create content, Curacity distributes to premium publishers (Travel + Leisure, Condé Nast Traveler, etc.) to drive bookings and revenue

2 / Define ICP by analyzing best customers
50% small chains (8-14 properties), 33% independent (1 property), 67% US-focused, 83% hotels

3 / Identify buyer personas
CMOs, VP Marketing, Director of Marketing, VP Revenue Management (decision makers) + Marketing Managers, Brand Managers, Revenue Managers (champions)

4 / Identify key signals
Rapid growth (headcount/revenue), hiring for marketing manager, new CMO/VP Marketing, new property launches, rebranding, recent funding/acquisition, performance issues (low direct bookings, declining occupancy)

5 / Find leads in Apollo
Filter by marketing roles, C-suite/VP/Director level, company lookalikes (Viceroy Hotels, Virgin Hotels), US location, 200-1,000 employees, hotels/hospitality industry, layer on signals

6 / Import to Freckle / Clay
Combine 4 signal lists from Apollo (lookalike + rapid growth, lookalike + hiring, rapid growth, hiring) and import to Freckle/Clay

7 / Validate emails
Zero Bounce for validation, Bounce Ban for catch-all verification

8 / Enrich with phone numbers

9 / Verify ICP + buyer persona match
Is company ICP? Is person decision-maker? Remove leads that don't match both

10 / Build messaging
Rapid growth: "Growing team = need revenue to support payroll, explore new marketing channels?" / Hiring: "What are new marketing manager's priorities? Open to exploring new channels?"

Result: 94 verified top hotel decision-makers ready for multichannel outreach to drive Curacity sales

Top 100 Prospects in 10 Minutes for Blink (Employee Engagement Platform)

- Determine ICP based on best customers
- Map TAM & signals
- Build tiering system
- Find leads in Apollo
- Enrich, validate and filter in Freckle (or Clay)
- Build messaging relevant to signal (observation), ICP and persona

Frank Sondors 🥓 is literally the 🐐 of startup sales (he books 500 demos per month and scaled Salesforge.ai 🔥 from $0-$3M in less than 1 year)

When building a team, he said to start off with 2 reps
(Do not hire from big corporate like Google - wrong mindset)

And then he talked about how to acquire customers. It's not about one channel, it's about multi-channels working together.

Get data, test & iterate.

He also spoke about why you need to track first touch and last touch attribution

And finally, how to warm-up prospects before booking the demo

Head over to Frank's profile now and follow him. The guy to watch in 2026

We're getting more positive replies than we can handle.

Here's one example:

- Reached out to someone who just joined a 7/8 figure SaaS as Head of Sales
- Asked how the role was going (be human!)
- Offered genuine value

Outbound works when you do it better than everyone else.

Step 1 - Offer value to get the reply 
Step 2 - Offer value to get the call/audit

If you offer what they actually want and deliver on it, you'll win. Simple.

We make fcking awesome SaaS product videos.
Formerly a competing powerlifter (RAW, sq 282.5kg, b 180 kg, dl 300 kg, bw @-90).
I lead the team of 13 talented Ukrainians (scriptwriters, designers, animators, sound producers, etc).

Hlib Trazanov

Video on the left - July 2025.
Video on the right - December 2025.
< 6 months difference.

Both are for the same client! :)

Now looking at the first video, I don't think it's "bad". It has a solid structure, direct script. Everything is super clear. After all, that's all it has to do - just to communicate the value prop.

But the seecond one: this is where the "wow" effect is more noticeable. 

(and I have to say, the more "wow" we're trying to make it, the harder it is to make it also "clear"...)

So far, this is our peak. 
- the design
- the animation
- the rythm sync

Who knows how our videos are gonna look like in another 6-12 months. Maybe visually the same, but better communicating value prop (there's no limit to that). Or maybe they will look completely different because of new trends. We'll see!

But one thing remains: we never stop improving! 

Even if it requires raising prices from time to time, to compensate the team for their efforts :) 

(p.s. the next 20% raise is gonna be at the end of Feb)

Founder @ Astra Motion | Video Marketing for SaaS/AI

How big is our team? 
And how many people work on a single video like this?

Our team consists of 13 people + 1 (me). 
- 2 creative producers (aka Project Managers)
- 1 scriptwriter
- 4 animators
- 2 UI/UX designers 
- 1 art curator
- 1 marketer
- 1 email outreach-er
- me (creative direction)
- my wife (head of UI/UX)

Usually, one video project engages 6 people:

1. Creative producer 
2. Scriptwriter 
3. Art curator (gives comments to UI/UX designer)
4. UI/UX designer
5. Animator
6. Creative director

And takes 3-4 weeks to complete. 

I don't like a philosophy to hire generalists who can do everything at once (design + animation, etc). Because you rarely can do EVERYTHING well. But you can definitely do one thing well.

(I myself was a generalist, wrote scripts, did voice-overs, designed, animated, did SFX, etc) - but every our team member is far stronger than me, in their craft. 

And if I put them together and let them work on THEIR THING only, we see results like this.

Many people ask for some "tutorials", but the only tutorial from me is "hire better people, guys!" 😁

My 2025 LinkedIn recap:
After 1 year of posting.
So, how many leads?

I started posting 5x/week exactly on January 1, 2025. 
So, it's my 1st LinkedIn anniversary :) 

Let's see how many leads this 1-year journey brought to my business (for context, we're selling product videos for AI/SaaS).

(Note: not counting outbound leads from DMs, referrals, leads from youtube or email outreach. Just pure inbound from LinkedIn content!)

Month 1 (January): 0 leads

Trying to copy other influencers' formats, learning to write hooks, fighting for consistency to not miss a day, forming a new habit. Wanted to quit 5 times.

Month 2 (February): 0 leads

Becomes 2x worse. Testing a million new formats. Like posting 5 reels a week, or 5 selfies a week, or giving-away my first lead magnets (that nobody engaged with). Cringe. Wanted to quit again.

Month 3 (March): 2 leads

One of the format tests worked well, got my first "mini-viral" post (the breakdown of a Monday com video). Became better at writing hooks.

Month 4 (April): 10 leads

This month gave me wings. For the first time I felt like I was heard. People started to come to me as an expert. I felt more confident in what I say and teach, less fear of judgemenent, became more authentic. Found my voice.

Month 5 (May): 16 leads

The level (size) of our clients started to grow significantly. Raised prices. Signed long-term clients like Gainsight, Spellbook, Lisan, Neuralseek. 

Month 6 (June): 13 leads

Moved to Vienna. Had a chance to work with Sylvia LePoidevin. People started associating me with my weekly breakdowns of viral product videos :) 

Month 7 (July): 11 leads

Signed ZoomInfo as a client. Happy as f*ck. Got leads from Asana, Jooble.

Month 8 (August): 24 leads

Crazy month. 4 big things happened: 
- made a video for Daniel Dalen, he reposted, I got like 7 leads in a DAY. 
- Was approached by the legend himself in the SaaS space Nathan Latka. 
- Signed a giant, Trip com, as a client. 
- Had a call with a Motion Team lead from Apple.

Raised prices again.

Month 9 (September): 14 leads

I remember it as a chill month, everyone is still on vacations. I got a lot of referrals this month (like 3-4 a week, I don't count them here).

Month 10 (October): 7 leads

Got approached by Product Design Lead from Microsoft.

Month 11 (November): 8 leads

Got shadow banned for the first time, after my biggest giveaway, most of the people who commented weren't connected, so I started blasting links directly in the comments. Like 500 links in a few days. It was super harmful for my account. Don't do that! :)

Still a great month, lots of leads were closed from previous months, Youtube started bringing clients too. 

Month 12 (December): 6 leads

The chillest and calmest month of this year! Took some rest, finally. 

Total: 111 pure in-bound leads.

I can't describe how BIG of a difference LinkedIn made for us. Content is magic, guys. It opens doors. These doors open new doors. 

I won't stop!

Dear Product Marketers!
EVERY feature of your product...
...can have a small video like this. 

We've made 11 videos for Gainsight already.

Most of them are like this, about 1 feature, or 1 use case. 

I think it's the BEST way to communicate feature releases on a regular basis, because:

a) it's cost effective (the video is short)
b) easy to follow (only 1 idea per video)
c) takes < 2 weeks to make (we can run multiple in parralel too)

+ they use them in ads too. Double combo :) 

DM me if you want product videos like that!

LinkedIn ad video by Miro.
Let's break it down!

I've checked all of their ad libraries. Active and inactive: 

✅  At the moment Miro is running ONLY LinkedIn ads.
❌  Meta ads is inactive (but in the past used only UGC content).
❌  Youtube ads is inactive too (from what I can tell).

This video reminds me of a Monday com ad style (https://lnkd.in/eYJqKWzi) but with less humor :)

And it's another living example that you actually CAN make a cool video with generic stock footage, no fancy animations, and AI voiceover. 

Because:

1. The structure is there. The basics always work. 
2. The scripting is top-notch (the hook with the "ideas in the shower" lol).
3. And the amazing montage (sync with beats, action-film trailer music, etc).

Takeaway:

Basics executed WELL -> always beats -> Fancy idea executed poorly. 
_____________________

P.S. and if you want a similar ad video for your product, DM me.

I remember my first "video marketing strategy".
Spent 3 full days on it. 
The client rejected it. GG EZ.

(if you're curious, I can send it to you too :)

It was about 1.5 years ago. When I decided to switch from "We're just making videos" to "We help you understand what videos need to be created in the first place, where applied, how tracked, AND then producing them too". 

Now they call it "Video marketing".

So, the story:

A 150+ employee healthtech lead came to us from a super warm referral. Hot lead. I thought it's a 100% closed deal.

They were asking for a couple videos for their website, because they had huge traffic (200k visitors/mo from organic blog), but the nurturing and converting could be better.

I said "hold my bear". 

1. Collected all the "Point A" stats.
2. Spent 1.5h on a call about the "desired state".
3. Designed a WHOLE FUNNEL.
4. Then a content plan, with all deliverables, timelines.
5. Recorded 4 looms.
6. Even created DRAFT SCRIPTS for these future videos.

All included in this "master proposal-strategy" file. Spent like 3 full days on it. 

Sending it to the client for review... 

Response: "Hlib, thx for the effort. We didn't like the script ideas. We decided to take another direction. Bye!"

WHAAAAAAAT?!

Moral of the story:

1. Now I don't overcomplicate things. If the client wanted 1-2 videos, I'd give them that first, instead of BOMBARDING them with my "super advanced vision" haha. I can always upsell them a bigger "package" later if things go well with the first project. So, no rush too! 

2. I never present fragile things like draft scripts too early, just to "impress the lead". Because it's a hit or miss. And I don't want to lose a deal because of some unpolished draft idea that they didn't like from the first try... Very risky. 

It's better to seal the deal first, then dive into the production, learn as much as possible about the product, and deliver something good. Otherwise the client will feel like "you don't get it". (plus, the first impression is hard to fix)

3. Information overload. Instead of sounding smart, I should have focused on being clear. This takes practice, of course.

Anyways, that was a great step forward from just video "production" to video marketing. I've learned a lot from this experience and do not regret anything. 

Hope you can learn from my mistakes! :)

How to 3X demo requests
from a product video
on a landing page?

I see 2 biggest mistakes here:

First mistake - most product marketers put an explainer or promo video there... 

But it has to be PRODUCT-FOCUSED. Less promo, more demo.

Because the landing page is a place people clicked for a reason.

1. they either watched your ad
2. saw your social media posts
3. or searched you directly

In all three cases, 
they have an intent AND some context about you. 

So, the worst thing we can do is to run them through the long "problem" intros like for a totally unaware and cold audience, AGAIN... (like: "Did you know that 80% of customers don't do XYZ and they struggle with... blah blah") - THEY ALREADY KNOW IT!

Just show the d*mn product!

You have 2 ways to start your video on a landing page:

1. Direct: "[logo], the platform for XYZ..."
2. Quick [persona + dream outcome] hook -> then get to the product asap: "Are you a transactional lawyer, and want to review legal contracts 10X faster? - Meet XYZ"

Second - remove friction. 

If you want your video ACTUALLY help you, don't hide it under a million buttons to click. 

(the typical example is on the right below)

a) it's basically impossible to understand there's a video there.
b) it's an extra click to open it. Losing too much traffic. 

The easier it is to access it -> the more views it will get ->the more time they will spend on your website -> the less bounce rate.

Hope it helps! :)

Top 10 hooks in product videos
(that we've tested)

After breaking down 35+ viral product videos publicly on LinkedIn, and creating 100+ videos myself in 2025 alone, here's a carousel below:

- with each hook formula, 
- example, 
- and my thoughts on each. 

Steal this :)

Product Video Hooks (Top 10 we've tested)

When your past clients STILL recommend you to this day… I think it’s a win, guys!

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Hlib Trazanov

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The Battle

Joe Wheatley

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