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.

🚀 I’m a Growth & Marketing Operator with 10+ years in digital, 4+ years in Product & SaaS, and hands-on experience building scalable outreach + marketing engines for global B2B companies.

With a decade-long journey in tech, I’ve worn many hats: Growth Product Manager, Marketer, and Founder of MVdigital (my first venture during COVID, where I helped multiple businesses go digital and scale fast).

I specialize in:

- Building SDR operations from scratch
- Creating high-conversion outreach systems
- Designing ICP-driven GTM frameworks
- Running multi-channel campaigns
- Managing marketing + sales teams
- Founder-led branding on LinkedIn
- Full-funnel KPI reporting & data hygiene
- Scaling teams (marketing, sales, demo specialists) in India

I don’t just run campaigns, I build predictable revenue systems backed by ICP precision, outbound frameworks, marketing intelligence, and data-driven milestones.

From identifying real user pain points to crafting positioning that sticks, I execute products and run a growth engine to keep [scaling them] and achieve success with systems, guides, strategy, and right execution that drive traction.

Meghavi Vyas

I can't believe I'm saying this but..


When I look back at my younger self from 2016, I look at a totally different person from now.
But also similar in many ways.

I don't remember every detail, but what I remember is being passionate about building my career, even when I was in college.

I didn't live the ideal student life but I was still managing it.

College. Studies. Family. Friends. Ambition.
Everything was there.

But even back then, I was sure about how I really want to build my career and lead a good life.

And when I look back to the Meghavi from 2016, I know she feels proud of how far we've come. 

Remembering the past, here's a message to my future self 10 years from now - You have made it! You are where you exactly belong and there's no better feeling than this!

Sometimes trends like these make us remember how simple life can be and how we complicate it sometimes.

#trending #2016

B2B SaaS, B2C & AI founders operating between $20k and $1.5M AR→ fixing ICP, Positioning, GTM motion & founder-led sales.

Freedom means different things to different people!


- For me, as an Entrepreneur, it means the freedom to build something from scratch.
To take responsibility for decisions, outcomes, and failures alike.

- As a leader, it means the freedom to create spaces where people can think, question, and grow.

- And as a woman, it means the freedom to choose my own path, to dream big, and work hard. 

Freedom isn’t loud. It’s not symbolic.
It shows up quietly in everyday choices. 

On days like today, it’s worth pausing and reflecting: Are we truly free in how we think, create, and decide?

Because real progress - in work, in leadership, and in life begins when freedom becomes a lived value, not just a celebrated idea.

#freedom #thoughts

If you want to build a good team, don’t focus only on clarity!


Focus on giving them ownership.

- Clarity tells people what to do.
- Ownership makes them care about why it matters.

You can explain goals, processes, and expectations a hundred times.
But unless people feel responsible for outcomes, not just tasks, teams don’t really grow.

Ownership changes how people think.
The change that's important for a company to grow.

When people know their decisions matter, they step up.
When they’re allowed to own results, they think long-term.
When they feel accountable, they move differently.

Good teams aren’t built by controlling every move.
They’re built by creating space for people to own their work and learn from it.

Clarity is important.
But ownership is what turns a group of individuals into a team that actually cares.

#team #ownership

I don't think motivation comes from reading quotes.


What quotes really help you with is temporary motivation but permanent psychology lessons.

Recently I read a quote that said - "If you want to make everyone happy, don't be a leader. Sell ice cream instead." 

It made me understand that you can't have it all. 
- You can't be a leader and make everyone happy.
- You can't be workaholic and give other things the same time.
- You can't grow endlessly if you think what others are thinking.

What's important is to choose what matters to you rather than letting others intentions decide your actions. 

Think about it.

#quotes #motivation

In 2026, the biggest growth killer won’t be competition.


It’ll be marketing that pushes instead of earning trust.

After 11+ years of scaling products, here’s what I’ve seen repeat itself:
The brands that grow fastest don’t shout louder.
They align deeper.

They don’t rush the sale. They design belief.

What actually scales now -
-> Trust before traction
-> Clarity before campaigns
-> Good friction before convenience
-> One sharp ICP before mass reach

What silently kills growth -
-> Chasing attention without intention
-> Scaling tactics before conviction
-> Removing friction that creates ownership
-> Confusing noise with momentum

Most growth problems aren’t marketing problems.
They’re judgment problems.

In 2026, the winners won’t sell harder. They’ll be chosen more often.

That’s the difference!

#marketing #growth

Gen Z founders are NOT the future.


They are the present! And they're killing it.

That's how amazing Yash Kalra was on Shark Tank India.

What started as a pitch, led to a story that captured all the sharks attention.

I really feel GenZ's have a way with their work.
The effort and vibe they put in is commendable. 

Coming to Yash's pitch, it was perfect.
Perfect enough for all 5 sharks to give an offer and literally try to make it work.

I've tried Mocha Marvel oats from GOAT LIFE and they taste amazing!

I've realised that when you're building a product, it's not important that you start with perfection. 
It's important that you START.

After taking the first step is where things begin, mistakes happen, changes take place and everything comes into place.

Yash's pitch really impressed me in many ways. 
I feel it comes from within when you're building something you really love.

Aman Gupta Anupam Mittal

#sharktank #product #investment

Most $1M businesses don’t have a lead problem!


They have a clarity problem.

The good news?
This is one of the easiest things to fix once you see it.

After spending 11 years working across markets and geographies, helping companies grow, one pattern showed up again and again: Growth stalls when it becomes accidental instead of intentional.

The businesses that moved from $1M to $2M+ didn’t chase more activity.
They built a revenue engine that knew exactly who it was built for.

Here’s what actually made the difference:
They didn’t broaden their niche, they deepened it.
Relevance compounded faster than reach ever could.

They got obsessive about their ICP.
Same channels. Same budgets.
Better outcomes because the message finally landed.

And most importantly, they chose strategy before speed.
Fewer campaigns. Cleaner execution. Clear priorities.

The quiet truth most founders miss: Growth doesn’t break because demand is low.
It breaks because clarity doesn’t scale.

If you’re stuck between $1M and $2M, ask yourself this: Are we doing more, or are we getting clearer?

Because clarity is still the most underrated growth lever there is.

#growth #clarity

What if a brand tells you NOT to buy from them?


If they do, they've understood the way people think.

Most brands say "buy now."
But Patagonia said, "don't buy this jacket."

Because when a brand tells you not to buy, the decision becomes intentional. And not just rational.

That’s not anti marketing. That’s trust building.

What happened next?
-> Loyalty went up
-> Trust deepened 
-> Sales grew anyway

Don't convince people to buy, give them a reason to purchase.

In a world of loud marketing, the quietest conviction wins.

#brand #marketing

Motivation does NOT help you scale.


Nor does it help you start.
Think of it as a bonus that gives you a push on good days. That's it.

What actually helps you grow is DISCIPLINE.

The kind that shows up when you don’t feel like it.

When there’s no excitement, no applause, no immediate result.
When progress feels slow and boring.

Motivation is emotional. Discipline is reliable.

Life doesn’t move forward because you felt inspired.
It moves forward because you kept going on ordinary days.

People often say, “I just need motivation.”
What they really need is a routine that works even when motivation doesn’t.

If you’re feeling stuck, don’t wait for motivation to return.
Build habits that carry you forward anyway.

That’s how growth actually compounds - slowly, quietly, and for real.

#motivation #discipline

Hot take : IKEA doesn't selling furniture!


Instead, they make it assemble yourself. Like DIY.

It might look difficult but from a marketing lens it's pure genius!
Because when you assemble something you don't just use it, you feel like you own it.

Psychology calls this the IKEA Effect: people value what they help create.

IKEA turned effort into attachment.
Cost saving into value creation.
Fiction into loyalty.

That single decision did more than reduce logistics costs. It -
-> Increased perceived value
-> Deepened emotional connection
-> Made customers part of the product story

And here’s the bigger lesson for today’s competitive market:

1. Great marketing doesn’t always remove friction.
2. Sometimes, it designs the right friction.

In a world obsessed with “make it easy,” IKEA quietly proved something deeper: When users invest effort, they invest belief.

That’s the kind of marketing I believe in.

#ikea #marketing

People call it “crazy” when they don’t see the full picture.


They don’t see the late nights.
The self doubt.
The failed attempts that came before the confidence.

Believing you can do something doesn’t mean you’re fearless.
It usually means you’re just tired of convincing yourself you can’t.

Most progress starts looking irrational to others long before it starts making sense.

Sometimes, being “crazy enough” is just choosing not to quit before things begin to work.

And honestly, that’s where most journeys actually start.

#mondayquote #motivation

An important marketing rule for 2026!


Don’t build your product only for your ICP.
Build it for the room they sit in.

When product gets too niche, engagement drops.
And when engagement drops, distribution suffers - which means even the right people stop seeing it.

At the same time, chasing virality is just another trap.

What works here is balance. 
A product mix that includes:

-> Clear understanding of the market and user landscape
-> Strong opinions on where the product should evolve (and why)
-> Learnings from real user behaviour and feedback
-> Simple, visual frameworks that guide decisions
-> Stories, case studies, and behind-the-scenes product thinking

Because in 2026, information alone won’t cut it. AI can generate that easily.

What people will pay attention to is perspective - how you connect the dots, what you choose to question, and the clarity you bring.

That’s how your product reaches wider audience and still converts the right ones.

#marketing #product

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The Battle

Joe Wheatley

Meghavi Vyas

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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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