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.

Increase demos without extra ad spend | Positioning for AI products running underperforming ads

Your AI product ads get clicks but garbage demos? It's not your traffic. It's your positioning.

I've helped +30 B2B AI products (Seed-Series A) increase demo bookings 3x in 90 days without touching ad budgets.

90 Day Demand Sprint:
→ Fix your ICP
→ Fix your positioning 
→ Fix your landing pages and ads

You keep the same budget. You get more demos.

Recent client: 47% demo increase, 31% CAC drop in 8 weeks.

Running $5K+/month on ads with stalled conversions?

Get your ads roasted for free at koganmarina.com

Marina Kogan 🌊

Most positioning consultants can't prove their own positioning. But I ranked #1 SaaS creator on LinkedIn 🇪🇸 Here's how I did it (and how you can replicate it):

Last month, I got the notification.

Top of my category.
Not by accident.
By applying the exact positioning framework I use with clients.

Here's what that means:

When someone says they'll help you dominate your niche,
ask them one question:
"Do you dominate yours?"

Because if they can't demonstrate their own category authority,
they're guessing at yours.

I didn't rank #1 by posting randomly.
I applied the same process I use with B2B SaaS founders:

• Content that speaks directly to buyer pain
• Consistent value-driven messaging
• Positioning that cuts through noise
• Clear target audience definition

The result?
Recognition in my exact category.

This is what I bring to your paid campaigns.

Not theory.
Not templates copied from someone else.
Proven frameworks that I've tested on my own brand first.

When I tell you we'll make your product stand out in your category,
I'm not hoping it works.
I know it works because I've done it for myself.

Same principles. Same process. Different category.

Your campaigns should make you the obvious choice in your space.
Not just another option.

If your positioning consultant can't show their own niche authority,
find one who can.

What category are you trying to dominate?
____________________________________
👋 I'm Marina Kogan 🌊 
Spain's #1 LinkedIn Creator for SaaS Marketing

Increase demos without more ad spend | Positioning for B2B AI products running ads | LinkedIn Top 1%

#1 LinkedIn Creator for SaaS Marketing Spain -Marina Kogan

I closed a deal last week without a single pitch.
No cold DM. No sales call. No "let's hop on a quick chat."
Here's what happened instead:

A month ago, someone in the B2B space liked a few of my posts.
He sent a connection request.
I accepted.

The same day, he messaged me:
"Your work is super interesting - I'd be keen to learn if we could potentially collaborate somehow?"

He ran paid ads.
Needed someone for messaging and positioning.

One call later, we had a plan.
Last week, payment hit my account.

No pitching.
No convincing.
No "overcoming objections."

He already knew what I do.
He already trusted the work.
He just needed to find me.

That's what clear positioning does.

Here's the reality most founders miss:

❌ The hard way

• Chase prospects who don't understand your value
• Spend calls explaining what you do
• Convince people they need your solution

✅ The smart way

• Position yourself clearly in public
• Attract people who already get it
• Have conversations with pre-qualified buyers

When your positioning is clear:

→ They understand your value before the first call
→ They're ready to work together, not be sold to
→ The right people recognize you immediately

This is exactly what your AI product messaging should do.

Your ideal customers are out there right now.
They have the problem you solve.
They have budget to fix it.

But if your positioning isn't crystal clear?
They scroll right past you.

Because here's what I've learned:

Unclear positioning = constant convincing.
Clear positioning = natural attraction.

P.S: If you're still pitching and convincing,
your positioning isn't doing its job.
Reach out and I'll show you what's missing.
______________________________
👋 I’m Marina Kogan 🌊
1% LinkedIn Creator for SaaS Marketing

Your LinkedIn ads perform great for 3 weeks, then crash.
Here's why that happens (and how to fix it):

Week 1-3: Your ads work because they're new.
Fresh creative captures attention temporarily.
But novelty isn't a positioning strategy.

When performance drops, most founders refresh the creative.
New images. Different headlines. Updated copy.
And the cycle repeats every few weeks.

Here's the real problem:

Your positioning isn't strong enough to sustain attention beyond the novelty window.

Strong positioning doesn't need constant creative refreshes.
It works because the message itself is fundamentally compelling.

Weak positioning relies on creative tricks to maintain interest.
The moment the newness wears off, performance tanks.

Here's what strong positioning does differently:

It speaks to a specific, urgent problem your audience can't ignore.
It differentiates you from competitors in a way that actually matters.
It connects your solution to outcomes buyers desperately want.

When your positioning is sharp, creative fatigue happens much slower.
Because the core message remains compelling even after repeated exposure.

Your audience doesn't get tired of hearing about solutions to their biggest problems.
They get tired of vague promises and generic benefits.

If you're constantly refreshing ads to maintain performance, your positioning needs work.

The creative isn't the issue.
Your message isn't strong enough to carry sustained attention.

I help founders build positioning that doesn't need constant creative refreshes to perform.

Your ads should work because the message is fundamentally compelling, not because the image is new.

P.S: If performance drops every 3 weeks, your positioning can't sustain attention. Get it roasted at https://lnkd.in/gaMgJgXx
_____________________________
👋 I'm Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

I 6x'd my LinkedIn impressions in the past year.
Here's how I did it:

87,427 impressions.
Up 526% from last year.

But here's what matters more than the numbers:
The content consistently attracted my exact ICP.

The acceleration started when I partnered with MagicPost 6 months ago.

Before (Jan-July):
- 1-2 posts per week
- Manually written while traveling across 4 time zones
- Inconsistent posting schedule
- Growth was slow but steady

With magicpost.in (Aug-Dec):
- 3-5 posts per week
- Consistent voice and positioning
- Never missed a posting day (even from Vietnam)
- Growth accelerated dramatically

The tool learned my specific messaging:
✓ Only Series A SaaS/AI founders running active LinkedIn campaigns
✓ Focus on ad-to-landing page conversion problems
✓ Speak in metrics ($40K spend, conversion %, sales cycle days)
✓ Filter for $10K+/month ad budgets

What magicpost.in did:
- Maintained my voice at scale
- Helped me post consistently across time zones
- Generated content variations I could refine quickly

What I still did:
- Defined my positioning
- Edited for ICP specificity
- Added real client examples and metrics
- Ensured every post filtered for qualified buyers

The result?
12,158 members reached.

But more importantly:
40% increase in DMs from qualified AI founders.

Content volume without positioning clarity = noise.
Content volume WITH positioning clarity = compounding reach to your ICP.

magicpost.in helped me scale the second one.

The spike you see in August?
That's when I started using it to maintain consistency while repositioning my content for  AI founders running active campaigns. 

P.S:  If you want to try it, use MARINA20 for 20% off
_____________________________
Marina Kogan 🌊
LinkedIn Top 1%
Positioning for AI products running underperforming ads

Your LinkedIn ads don't stop the scroll.
Here's why:

I told an AI founder his LinkedIn ads "sounded like everyone else."
He called me rude. His competitor reached out for an audit.

The first founder's ads were full of:

- Features 
- Generic value props
- Industry buzzwords

His competitor saw the same problem in his own positioning
and wanted to fix it before losing more deals.

The difference between them?
One took feedback personally.
The other saw it as a competitive advantage.

I've noticed a pattern with AI product founders:
The ones who resist honest feedback about their positioning
are usually the ones bleeding leads to competitors.

Meanwhile, their rivals are:

- Winning deals faster
- Testing clearer positioning
- Speaking to real pain points

Your positioning isn't personal.
It's a business tool that either works or doesn't.

If prospects don't instantly understand what you do
or why they should care,
you're making it too easy for competitors to win.

The founders who grow fastest?
They welcome brutal honesty about their pitch.
They fix what's broken.
They stop sounding like everyone else.

Your choice:
Defend mediocre positioning and lose deals,
or fix it and watch competitors scramble to catch up.

P.S: Want brutal honesty about your ad positioning?
Get your ads roasted at https://lnkd.in/gaMgJgXx (free)
_____________________________
👋 I'm Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

I've audited AI product ads from Seattle to Milan to Singapore. Here's the expensive mistake that shows up everywhere:

➝ Seattle taught me precision matters.
Buyers want specific outcomes, not vague promises.
"Increase efficiency" loses to "Cut analysis time from 3 days to 2 hours." American buyers demand proof points upfront.

➝ Milan taught me elegance beats complexity.
Italian prospects respond to clean, simple messaging.
They tune out technical jargon faster than any market I've seen.
If your value isn't clear in one sentence, you've already lost them.

➝ Singapore taught me speed is currency.
Singapore buyers want to know ROI immediately.
They skip long explanations and jump straight to "How fast can I see results?" Your messaging needs to answer this in the first line.

What works in every ad:
- Leading with the customer's problem, not your AI features.
- Using their exact language from support tickets and sales calls.
- Showing the cost of inaction before mentioning your solution.
- Testing which specific outcomes get the most clicks.

What fails everywhere:
- Generic AI buzzwords that sound impressive but mean nothing.
- Talking about your technology before explaining the outcome.
- Assuming prospects understand why your solution is different.

The pattern is clear: founders who match their positioning to what buyers actually care about see faster conversions and shorter sales cycles.
_____________________________
👋 I'm Marina Kogan 🌊
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

Stop saying "automate tasks" like every other competitor.
Here's how to position your AI agent ads instead:

"Automate tasks" is what 47 other AI agents say in their ad copy.

What I keep seeing:

1️⃣ Agent works great
2️⃣ Ad gets clicks
3️⃣ Conversions stay flat

The real issue?

Your ad messaging is identical to competitors.
"Automate tasks" isn't positioning. It's invisible noise.

Your prospects are scrolling past identical claims:

- Every agent promising "AI-powered automation"
- Zero clarity on what actually changes for them
- Every competitor saying "save time" in the same way

But most founders waste budget on the wrong angle:

❌ Increasing ad spend to compete
❌ Testing more headlines without repositioning
❌ Shouting "AI" louder than everyone else

Here's what actually stops the scroll:

1️⃣ Stop talking about automation in your ad
Lead with: "What specific outcome changes?"
That's your ad hook.

2️⃣ Own one clear transformation
Not "automate customer support"
But "reduce support response time from hours to minutes"

3️⃣ Speak to the pain, not the process
Your prospects don't care about your agent's architecture
They care about the problem costing them money right now

Because here's what matters:

It's not about having the best AI
It's about being the only clear choice
in your prospect's crowded feed.
____________________________________
👋 I'm Marina Kogan 🌊
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

I spent 6 months learning to say "no."
Revenue doubled. Here's what finally clicked...

A founder reached out in April.
Pre-seed. No active campaigns. No traffic.
Just an idea for LinkedIn ads he wanted to test "in a few months."

I should've said no.

Instead, I said "let's start positioning work now so you're ready."

Red flag #1: He wanted positioning before talking to a single customer.
Red flag #2: He kept saying "once we launch campaigns..."
Red flag #3: He asked if we could "pause and resume later."

I ignored all three.

What happened:

8 weeks later, I delivered everything.
Clear framework. Buyer personas. Messaging hierarchy. Value prop options.

But here's the real problem:

He had no campaigns running.
No landing page traffic.
No way to test if any of it actually worked.

The positioning paradox hit me hard:

You can't prove positioning works without distribution.
You can't run effective campaigns without clear positioning.

I was stuck in the middle, delivering work into a void.

That's when I realized my mistake.

I was so focused on being helpful
that I forgot to ask if the client could actually use what I was building.

Now I have one non-negotiable rule:

"Come back when you have €5K/month in active spend."

Because positioning without campaigns is just theory.
And theory doesn't move revenue.

Here's what changed:

I started saying no to founders who weren't ready.
My calendar opened up for clients who could actually test messaging against real buyers.
Results became measurable. Revenue followed.

Saying no isn't about being difficult.
It's about protecting the work that actually drives results.
_____________________________
👋 I'm Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

Your LinkedIn ads are getting clicks, but demos aren't converting.
Here's what I changed to 4x demo bookings with the same budget:

I worked with a B2B SaaS founder last quarter.
Their ads were performing well - 500 clicks monthly.
But only 20 demos booked.

The problem wasn't the targeting.
It wasn't the creative.
It was the positioning on the landing page.

Here's what was broken:

❌ The conversion killer

- No clear connection between ad promise and page content
- Generic "Book a Demo" without context
- Landing page led with product features

The ad spoke to their pain.
The page spoke about the product.
Prospects felt the disconnect and bounced.

✅ The conversion fix

I rebuilt their positioning in three moves:

1. Mirror the ad's pain point
The headline repeated their exact frustration.
No product name, no features yet.
Just their problem, clearly stated.

2. Show immediate relief
Listed three specific outcomes they'd get.
Used their language from sales calls.
Made the benefit impossible to miss.


3. Reframe the demo CTA
Changed from "Book a Demo"
To "Show me how to cut reporting time by 60%"
Made the next step feel like a solution, not a sales pitch.

The shift?
From explaining what we built
To proving we understand what they need.

Same traffic. Same ad spend.
85 demos instead of 20.

Because here's what matters:
Clicks measure interest.
Demos measure trust.

And trust comes from showing you get their world
before asking for their time.

DM me if your ads are clicking
but your landing pages aren't converting.
___________________________
👋 I’m Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

Increase demos without extra ad spend | Positioning for B2B SaaS running underperforming ads

Adding budget doesn't solve broken ad positioning.
Here are 5 signs you're ready to fix it (without increasing ad spend):

I get two types of inquiries every week.

The first sounds like this:
"We're thinking about improving our messaging."
"We might need help with positioning soon."
"Can you send over some information?"

The second sounds completely different:
"We're spending €12K/month on ads, conversion is 2%, when can we start?"

Guess which ones become my best clients?

Here's what separates curious from ready:

1. They have real numbers
Not vague feelings about performance.
Actual conversion rates, ad spend, pipeline metrics.
They know exactly what's broken and what it's costing them.

2. They've already tried fixing it themselves
They rewrote their homepage three times.
Tested different ad angles for months.
Hired a copywriter who didn't understand B2B.
They're not looking for quick tips anymore.

3. They have budget actively burning
Money is flowing out right now.
Every day they wait, they're losing more.
This isn't a nice-to-have project for next quarter.
It's urgent because it's expensive.

4. They can make decisions fast
No "let me think about it for a few weeks."
No "I need to run this by five other people."
They see the problem, they commit to fixing it.

5. They understand this is foundational work
They're not asking me to "punch up some copy."
They know their entire go-to-market needs clearer messaging.
They're ready to invest in getting it right.

The pattern I see with ready clients:
They've been bleeding budget for months.
Finally hit their breaking point.
Realized surface-level fixes won't cut it anymore.

That's when they reach out with urgency.

And here's what happens next:
We dig into their buyer research within days.
Map out positioning that actually differentiates them.
Rebuild their messaging from the ground up.
Their conversion rates start climbing within weeks.

The founders who wait months to "think about it"?
They're still running the same broken campaigns.
Still wondering why nothing's working.
Still losing money every single day.

Ready isn't about having all the answers.
It's about knowing you need them now.

Because every day you spend with unclear messaging
is another day your ideal buyers scroll past you.

P.S: If you recognized yourself in the "ready" list, don't wait another month losing budget. Get your ads roasted at https://lnkd.in/gaMgJgXx - It'll show you exactly what's broken.
_____________________________
👋 I'm Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

Here’s the ONE thing to fix before hiring another agency for your AI product ads:


Your agency "didn't deliver value" because you hired executors to solve strategic problems.

Most AI product founders think agencies failed them.
But the real failure? Asking them to optimize broken positioning.

I see this pattern constantly with my best clients.
They spent months with agencies that delivered everything promised.
New creative. A/B tests. Monthly reports.
Zero strategic questions about ICP or positioning.

Here's what agencies actually do:

They execute your brief perfectly.
You say "improve LinkedIn ads" - they give you 10 creative variations.
You say "boost conversions" - they optimize your landing page.
They build exactly what you ask for.

But if your positioning is wrong, execution doesn't matter.

That's the agency problem:
They optimize your broken positioning efficiently.
Expensive failure, just faster.

Why AI products need diagnosis first:

Your product is technical and hard to explain to non-technical buyers.
The market is crowded - everyone says "AI-powered."
Your positioning gets lost in the noise.
Executing better ads with broken positioning accelerates failure.

Better creative won't fix unclear positioning.
More A/B tests won't solve targeting the wrong buyers.
Prettier ads won't differentiate you from competitors.

The difference in approach:

Agency: "Here are your deliverables as requested."
Me: "Before we touch creative, let's fix the root of the problem."

Are you targeting the right buyers?
Is your positioning actually differentiated?
Are your ads filtering for qualified demos?

One optimizes execution.
One diagnoses strategy.

Here's how I work differently:

Month 1: Validate your ICP, positioning, and message-market fit.
Month 2: Fix your positioning before touching any ads.
Month 3: Execute new positioning in campaigns.

I don't start with creative.
I start with strategy diagnosis.

If your last two agencies "didn't deliver value,"
you probably hired executors to solve strategic problems.

Before you hire the next agency,
get your positioning diagnosed.

Your ads booking the wrong demos?
(or worse, not booking any)
Get your ads roasted at https://koganmarina.com/
___________________________
Marina Kogan 🌊 
LinkedIn Top 1%
Positioning for AI products running underperforming ads

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Joe Wheatley

Marina Kogan 🌊

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The Battle

Joe Wheatley

Marina Kogan 🌊

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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);}Joe Wheatley's LinkedIn Performance

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