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.

LinkedIn Content & Social Selling for B2B businesses.

In the past 15 years, I’ve built and scaled multiple 7 figure businesses.

I’ve run GTM agencies, built SaaS products, and led teams driving real growth.  

But the biggest shift I’ve seen?  

B2B buyers don’t respond to cold outreach like they used to.

The best B2B companies are winning with content-first, relationship-driven growth.  
Because buyers want to trust the person behind the business before they buy.

- They see a founder sharing expertise on LinkedIn.  
- They engage with content that speaks directly to their challenges.  
- And when they’re ready, they reach out—because they already know who can solve their problem.

That’s how B2B buying works today.

But here’s the problem:  
Most founders either don’t have the time or don’t know how to consistently create content that drives leads.

So they outsource to ghostwriters who chase impressions instead of business outcomes.

That doesn’t work.

Positioning yourself as a thought leader requires more than posting daily.
It’s about building authority through a clear strategy, consistently showing up with expertise, and using social selling to turn engagement into conversations.

That’s why I launched Content Path with my co-founder Pierre.

We help B2B founders turn LinkedIn into a revenue engine—with a system that works:

- We build your content strategy.  
- We create high-quality visual content that cuts through the noise.
- We identify the ICP-fit people engaging with your posts.
- We help you turn those warm leads into business conversations.

This is how LinkedIn content drives revenue.

If you’re ready to own your audience, build trust, and generate leads—let’s talk.

DM me or visit www.contentpath.co.

Mikey H.

This is the winning B2B Marketing playbook for 2026.

Let me break it down for you with 5 pillars:

1. Create content for passive buyers

Some businesses are not ready to buy (for various reasons) and don't want to be in your linear sales sequence. The best scenario is to build top of mind awareness for these types of buyers through content marketing.

- Develop clear content pillars
- Publish consistently across time
- Vary formats and channels

2. Build a solid intent signals gathering system

For long we thought attribution was the key, but with the new B2B marketing playbook, intent signals are more important. You need to constantly identify a list of prospects that have higher intent than average.

- Track content engagement across channels
- Score prospects based on signals and frequency
- Centralize signals in one CRM or system

3. Use ads to amplify what already works

Ads will not create demand out of the blue but it will expand your reach and reinforce awareness with repetition. 

- Promote top-performing content
- Retarget engaged and high-intent audiences
- Focus on repetition, not aggressive messages

4. Get ready to capture demand from active buyers

When they're ready, businesses want a fast response across channels. If you take 48 hours to reply to an inquiry, you'll lose (especially in red ocean markets). Build an efficient inbound sales system to capture and manage demand.

- Optimized social media profiles
- Dynamic forms to segment leads
- Soft captures like webinars or guides

5. Run warm outreach for potentially active buyers

Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out. Acknowledge this reality and contact them directly.

- Build a social selling routine
- Create warm email sequences
- ABM for larger accounts

And AI is an enabler across the playbook.

***

We are looking to help 3 more B2B businesses to install and run this playbook in Q1 2026, tell me if you're interested.

Most founders think posting daily is enough. 
But daily posts without strategy are a waste of time.

I’ve been there. 
Posting consistently, chasing likes, hoping something would stick.

But here’s what I learned working with over 100 clients: 
Random posting doesn’t drive leads. 
Strategy does.

→ Without strategy, your content feels scattered.
→ Without strategy, your audience doesn’t know who you are or what you stand for.
→ Without strategy, you’re wasting time on posts that won’t move your business forward.

Instead, build a high impact content strategy:

→ To build authority
Your audience needs confidence that you’re an expert.
Strategic content positions you as someone who understands their challenges AND knows how they can solve them.

→ To create engagement, not just impressions
Chasing likes is easy, but creating posts that spark meaningful conversations? 
That’s where trust (and leads) are built.

→ To target your ideal customers
It’s not about reaching everyone. It's about reaching your people, your ICP. 
With strategy, you can attract and engage with buyers who are already searching for your solution.

→ To save time and resources
Posting daily without direction burns through time and energy. 
But with clarity on what works, you can focus on creating fewer, higher-quality posts that actually drive results.

→ To turn content → conversations → revenue
Great content doesn’t just sit there. 
With strategy, you can connect with engagers, start conversations, and create opportunities for growth.

Modern B2Bs win with content-first, relationship-driven growth.

Are you still posting without strategy? 
DM me and let’s talk about how you can change that.

The same LinkedIn post can get 100 views or 100,000 views. The only difference? 

Content performance isn’t just about what you say, it’s about how you present it.

Different formats resonate with audiences differently.

For example:
→ Want engagement? 
Try carousels or polls, they invite interaction.

→ Sharable insights? 
Use infographics or short videos, they’re easier to consume quickly.

→ Building authority? 
Long-form posts, with deep expertise works well.

But here’s where most people go wrong:
They stick with ONE format for everything.

Result?
Content that feels off.
Messages that don’t land.
Audiences that scroll right past.

Instead, think about alignment:
Your format should match your message AND your audience’s preferences.

This is how you turn “meh” posts…into magnetic ones.

Need help?
I put together the top 7 content formats to make this easier.

Ps: What’s your favorite format for consuming content?

We publish 1,000s posts per month for clients.
And we noticed one cruel pattern ↓

The most viral content brings the worst leads.
And builds 0 authority.

I've tested content that gets 1000s of likes…
And content that drives actual conversations with buyers.

Guess which one we bet on every time?

🚫 Vague hooks
🚫 Clickbait pain points
🚫 Empty engagement from people outside your ICP

vs.

✅ Posts that speak directly to a problem your ICP is facing
✅ Stories that come from experience, not theory
✅ Content with a hook tied to real results

Posting content here isn’t about impressions.

It’s about positioning, and attracting the right people with clarity.

Likes ≠ Leads.
Authority ≠ Virality.
You choose.

I broke it down visually below.

Save this if you choose ICP-fit leads over vanity metrics.

We manage over 40 profiles at Content Path.

Here are 5 hooks that perform better:

1.⁠ ⁠Experience → proof → value

“I do X every week. Here’s how.”

2.⁠ ⁠Pattern interrupt + expertise

“Most people do X wrong. Here’s the right way.”

3.⁠ ⁠Proof + practicality

“This strategy got me X result. Here’s the breakdown.”

4.⁠ ⁠Contrast + curiosity

“If I had to start X again, I’d only do these X things.”

5.⁠ ⁠Credibility + clarity

“You don’t need X. You actually need this instead.”

Need help on your content? Check out our offer here: http://contentpath.co/

My client is CEO of a $200M company. When we first met he shared this secret:

"the more successful my business is, the harder I find it to post on LinkedIn"

He’d have an idea.
Second-guess it.
Then quit.

Meanwhile, his competitors were:

showing up daily, 
sharing content, 
building trust, 
staying top of mind. 

His competitors were 99% smaller, but they owned the airwaves on LinkedIn.

The difference?

They had a structure.
He didn’t.

Without structure, posting becomes a guessing game.

You stare at a blank page.
You lean heavily on ChatGPT.
You try to copy some viral post.

And you end up with empty insights.
Content that doesn't reflect your POV.

The real challenge for most CEOs:

Not content creation.

-> Content extraction.

You’ve got insight. You’ve got stories.
What you need is a structure to unlock them.

Here’s what we use with every founder we work with:

7 content angles that make posting simple and repeatable.

1. Backstory:
- What shaped how you see the world?

2. Trend take: 
- Your perspective on what’s happening now.

3. Strong opinion: 
- Something you believe that others don’t.

4. How we did it:
- Real breakdowns of things that worked (or didn't).

5. Vision:
- Where you're going and why it matters.

6. Behind the scenes:
- The messy, unfiltered parts.

7. Quick-fire insight:
- Short, sharp lessons from your zone of genius.

TIP: Pick three a week to start.

You’ll never struggle again.

p.s. if this was useful, repost for others 🤗♻️.

Your team get 10x more LinkedIn engagement than your company page.

Yet 90% of B2B companies are still posting into the void from their brand account.

Here's what they don't consider:

Your buyers don't trust logos. They trust people.

Sharing a post on your company page, about a random conference, which only 5% of your followers will see, won't have an impact.

Meanwhile your team is full of experts, with deep knowledge that only gets shared internally. What a waste.

The reality?

People follow people, not companies. 
People buy from people, not brands. 
People remember stories, not taglines.

But here's where it gets interesting:

The strongest B2B brands aren't built on one voice. 

They're built on an ecosystem.

You identify key experts inside your company, give them a framework and motivation to share.

The 5 Corporate Influencer Profiles that actually drive pipeline:

→ The Visionary (Usually the Founder) Shares the "why." 
Builds long-term brand magnetism.

→ The Operator (Ops/Marketing/GTM Lead) 
Shows how things work at scale. Brings credibility through execution clarity.

→ The Educator (Subject Matter Expert) 
Breaks down complex ideas. Builds trust through generosity.

→ The Evangelist (Sales/Community Lead) 
Shares customer wins. Humanizes the brand through real stories.

→ The Analyst (Product/Data/Strategy Lead) 
Brings clarity through numbers. Builds authority through sharp thinking.

Each voice hits different. Together, they make an impact.

This isn't about everyone becoming an influencer.

It's about strategic voice distribution. 

It's about turning your team into your best growth channel. 

It's about actually showing up where your buyers are.

So if you're still treating LinkedIn like it's 2016... 
Still hiding your best people behind a logo... 
Still wondering why your "thought leadership" gets crickets...

Time to build an ecosystem.
Not a brand page.

What's your take - which voice is missing from your team's lineup?

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Joe Wheatley

Mikey H.

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taplio

The Battle

Joe Wheatley

Mikey H.

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);}Joe Wheatley's LinkedIn Performance

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Performance ScoreJoe Wheatley's LinkedIn Performance