Kevin Casey

Account Director and some other wild titles

14 (un)conventional principles to reduce sales anxiety & increase sales.→ (un)selling® → the book → the page has turned.

READ THIS FIRST: 

I don’t teach pressure, convincing, or chasing. 
If that’s what you want, I’m not your guy.
__________________________________________________________________________________________

You didn't leave your corporate job to spend Sunday nights rewriting follow-up emails.

You left for freedom. For flexibility. For dinner with your kids without replaying a blown sales call in your head.

But somewhere along the way, "running your own business" turned into a second job you never wanted:
Salesperson.

The chasing. The "just checking in" emails. The proposals that disappear into silence. The pit in your stomach before every money conversation.

You're not broken. You're just using a playbook that was never built for people like you.

Here's what I know:

→ I grew my first agency from a kitchen table to $5M+ using zero cold calls.
→Then I tripled the market value of an insurance brokerage by teaching the team how to sell like humans — not robots.

Now I help kitchen-table entrepreneurs who are great at what they do but exhausted by the chase.

No pressure tactics. No fake urgency. No pretending to be someone you're not.

Just a way to land clients that doesn't make you hate yourself.

I'm not your guy if:

You want boiler-room tactics
You're looking for "one call close" scripts
You think sales is about convincing people

I am your guy if:

You'd rather attract than chase
You want to sell without selling out
You're done replaying conversations at 2am wondering what you said wrong

Want a taste?

Join 3,000+ kitchen-table entrepreneurs getting my free "Sunday Espresso Shots" at www.kevincasey.ca/unselling

Or grab my best-selling book (un)selling — it's the playbook I wish I had 20 years ago.

Partner

I had a half-baked idea collecting dust in my notes.

Stumbled upon this powerful AI prompt that puts Jobs, Musk, Bezos, Godin, and Sinek in a room together. 

Not to coach me. 

To fight about my idea. 🥊

Jobs called my idea boring. 

Bezos asked 3 questions that made me realize I was solving the wrong problem entirely.

10 minutes. No cost. 

Best meeting I've had all year.

The Billion Dollar Boardroom.

I recorded a short 'over-my-shoulder' video and you can grab along with the exact prompt to stress-test your own ideas.

Drop "Boardroom" in the comments. I'll fire it over. 

P.S.  We need to be connected for me to send it. Hit follow or connect if we're not already.

#unselling

Kevin  Casey 

You built a business. Ended up with a second job you hate: Salesperson. You can sell without begging, chasing, or hating yourself after. | Best-Selling Author of (un)selling

Let me tell you about the 11 seconds that won a presidential election.

It's October 1984.

Ronald Reagan just had a terrible first debate. 

He looked tired. Confused. Old.

He was 73. 

The Wall Street Journal ran the headline everyone was thinking:
"Is the oldest president fit for office?"

His advisors were panicking.

Then came the second debate. And the question everyone was waiting for.

"Mr. President — you are already the oldest president in history. Is age a concern?"

Every camera. Every reporter. Every voter watching at home.

This was the moment.

Reagan paused.

Then smiled.

"I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent's youth and inexperience."

The room exploded.

Mondale — the guy trying to beat him — laughed and shook his head.

He knew. 
Everyone knew. 
It was over.

In 11 seconds, Reagan took his greatest vulnerability and turned it into his greatest weapon.

Not with anger. 
Not with defense. 
Not with a 10-point rebuttal.
With humor.

I think about this every time I watch a salesperson panic when they get a tough objection.

"Your price is too high." 
"We're already working with someone." 
"Send me some info and I'll look at it."

These are just frames. They're not facts. They're positions.

And whoever controls the frame controls what happens next.

Most people fight the frame. That's a losing game.

The best? 
They flip it.
 With calm. 
With confidence. 
With a well-timed line that makes the other person smile.

Humor disarms. 
It resets the room. 
It says "I'm not threatened by this."

And when you're not threatened — neither is your prospect.
That's when real conversations start.

Reagan didn't need a better argument that night.
He needed better frame control.
So do you.

#unselling

I audited my team's follow-up emails.
Yikes. 😳
I owe about 200 people an apology. 

Turns out most follow-ups are just a polite version of:

🔴  "You ghosted me and I'm panicking."

That's not a follow-up. 

That's a pest control problem.
And you're the pest.

The ones that got ignored all had the same problem:

They were about US. 
Not THEM.

No new info. 
No value. 
No reason to reply.

So I built The Anti-Pest Follow-Up Filter.

Four gates before you hit send. 
Fail any gate? 
Rewrite it or kill it.

Your challenge:
→  pull up your last 2 follow-ups. 
→  run them through those 4 gates.

I bet this little test might hurt a little.

I turned this Anti-Pest Filter into a decision tree you can pin next to your screen.

Now here's where I'm supposed to say reply with "ANTI-PEST" in the comments and I'll DM it to you so I can harvest your reply like a farmer collecting LinkedIn leads in February.

Nah.🙅‍♂️

It's in the comments. 
No DM. 
No email sequence. 
No 47-step funnel.

Screenshot it. 
Print it. 
Tattoo it on your forearm.
Whatever works for you. 

Just stop sending pest emails. 🪳

#unselling

🔴 The Prospect Bullsh*t Translation Guide.

WHAT THEY SAY → WHAT THEY REALLY MEAN

“Circle back next quarter.”  
→ I’ll have a restraining order by then.

“We're fine with our current provider.” 
→ We hate them, but change is scary and I’m tired.

“We’re not making any changes.”
→ We still fax things. Change might kill us.

“We’ll keep you in mind.”
 → Same way I keep kale in my fridge—until it rots.

“No budget this year.”
 → But I just got a $3K standing desk.

“This isn’t a priority.”
 → You’re just below “restock the Splenda.”

“I’m not the right person.”
 → But I’ll smile, nod, and suck 40 minutes from your soul.

“We’re researching.”
 → Free consulting, baby. Keep talkin’.

“We’re going in a different direction.”
 → Yeah… away from you.

The Way Out?

Embrace the No. 
Gently push for no.   
Invite no. 
Sifting > Selling. 

That’s not losing.
That’s selling like a grown-up.

#unselling

Leads vs Lies 

The day I stopped chasing every lead and started with a disqualifying first mindset everything changed.

Well, not right away.

At first it felt like I was quitting and leaving money on the table. 

I watched the “Cardone” salessluggers  out there grinding while I was disqualifying people, stress testing the truth and walking away.

But here’s what I didn’t expect:

✅The calls got easier.

✅The conversations got better 

✅ I reclaimed my dignity. 

Because when you’re not white-knuckling every opportunity, you show up differently.

You ask better questions. 
You actually listen. 
You stop performing and start connecting.
You make sure people feel comfortable telling you no.  
You even suggest it. 😱

And the prospects feel safe. 

They’re not being sold to. 
They’re being understood.

That’s the whole game.

I spent 12 years thinking I needed to hold on tighter.

Turns out the thing that was making sales hard was the “holding on.”

Let one go this week. 

On purpose.


#unselling

Detachment. 

A fancy word for not giving a f*ck. 

Took me 12 years and a therapy bill to figure that out that the secret to selling more is giving a f*ck less. 

P.S. 7,001 humans already tossed $25 into Jeff Bezo’s money money machine to learn how. → geni.us/unselling

3 years. 
3,003 subscribers. 
My accountant has questions.🤔

Grant Cardone has 2.2 million.
Gary Vee has 10 million.
Grant also owns a private jet.

I drive a reliable Genesis.

And I couldn't care less.

Because every one of those 3,003 people is here for the same reason:

They want to land clients without begging, chasing, or pretending to be someone they're not.

That's the whole room.
And it's exactly the room I wanted to build when I wrote (un)selling in 2023.

4 quarters over 100 pennies.

Link below if you want in. No velvet rope. No waitlist. 👇

P.S. Not a course. Not a cohort. Thank f*ck. Just one free sales fix every Sunday — for 3,003+ founders who've decided selling doesn't have to feel gross. →

Open article: BREAK FREE FROM SALES ANXIETY by kevincasey.ca

B2B SEO & Web Design For Revenue Not Vanity | DM To Discuss | Host @ Business Growth Show (Top 10 B2B Marketing Podcast, Cognism)

Your website struggling to drive a steady flow of qualified demos/leads?
Tired of losing leads to competitors ranking higher on Google/AI?
Frustrated your SEO agency isn't delivering demos & revenue?

WE FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused demos and signups
→ Start driving pipeline from AI and Google organic as fast as 90 days

BREAKING B2B - B2B MARKETING & DEMAND GENERATION PODCAST

Grow your b2b/SaaS company without the BS. Weekly top 2.5% podcast with actionable marketing tips to grow your revenue: www.breakingb2b.com

STILL NOT CONVINCED?

→ See our work, client results & starting rates here: www.breakingb2b.com

BOOK A CALL:

💻: www.breakingb2b.com
📧: Connect & DM Me
✉️: sam@samdunning.org

CORE SERVICES:

→ B2B SEO strategy and execution
→ Content marketing
→ Digital marketing for SaaS

WHY BREAKING B2B?

→ We focus on revenue, not vanity metrics
→ Our strategies are data-driven and results-oriented
→ We have a proven track record with B2B and SaaS companies
→ Our podcast (Breaking B2B) gives you free, valuable insights into B2B marketing

About time your website became your best (24/7) salesperson?
Get in touch today, and let's start growing your business.

P.S.
Agencies: We offer white-label SEO to help you deliver results on time and within budget.

Sam Dunning

I ask the public: whats the point of linkedin?

Founder @ Breaking B2B | B2B SEO For Revenue Not Vanity | SaaS & B2B Teams Hire Us To Scale Organic Pipeline From Google & AI Search | DM To Discuss | Host @ Breaking B2B (Top 2.5% B2B Marketing Podcast)

Marketing: please don't rely on AI for SEO

CEO:


Watch full B2Backstreet Boys vid: https://lnkd.in/e9warMqW

I’m seeing SaaS execs burn time and cash on the AI prompt tracking goldrush…and it’s KILLING me. Do this instead if you wanna drive pipeline:

Rather than tracking every prompt under the sun that has a tiny bit of relevance to your brand that someone may or may not type into ChatGPT needing your solution…

…Just because it looks cool and gives a great looking chart on a LLM visibility tool.

It reminds me of SEO agencies that would push top funnel articles and content to get max traffic at all costs that drove little to no pipeline and revenue.

The better way?

Focus on what your ICP search on Google and AI search when:

- needing your solution now
- comparing different vendors
- looking to move from the incumbent 
- having the crisp problem you solve

and starting with those 5% in market.

get your brand recommended in LLMs and rank on Google for these money terms first. 

often these have less search volume but high buying intent, can rank and get you cited on AI faster and often drive pipeline fast as 90 days with the right strategy.

PS. grab my 90 days to revenue SEO/AEO video guide: https://lnkd.in/et7yce7s

I started Breaking B2B because I’m selfish as fudge.

Rewind a few years.

At my last agency.

Monthly cash flow was up and down

We’d sell a few projects and be on an up.

And the next month have low sales and be struggling.

A stressful life.

Then it clicked.

We had a steady flow of daily leads from our organic #1 money keywords on Google.

Why not offer the same for our clients 

Do something we can deliver well on.

Get organic search working to drive solid leads for them.

And secure us some monthly recurring revenue.

After some time…

I learnt B2B SaaS companies were the ones we got best results for 

They had the problems we solve around:

- lacking SEO resource in house
- competitors outranking them on Google & AI search
- relying too much on paid ads or outbound
- last agency delivering traffic but not pipeline 

So in Feb 2024 Breaking B2B began with one focus. 

B2B SaaS SEO & AI search for revenue NOT vanity.

This strategy is cooking demos for us weekly and I'm yet to find a more powerful SaaS marketing engine...but it's not one channel. It's a DEADLY TRIO:

- Linkedin (exec brand + paid)
- SEO & AI search
- Youtube

In 22 minutes you're gonna learn:

- The results they drive
- How they work together
- Exactly how to leverage each one
- Why these deadly 3 channels crush it

This playbook helped Breaking B2B go from 0-$2M ARR in 2yrs.

Watch the full breakdown: https://lnkd.in/ejQkzPVR

RB2B just hit $7.8M ARR w/ 3 FTEs. We've ran their SEO/AEO engine since $5M ARR (7mos ago). Peek our exact strategy for Adam Robinson' SaaS this month:

BACKGROUND & RESULTS SO FAR.

Our focus driving sign-ups as quick as humanly possible from AI and google organic search. So far we have great coverage with top spots on google and consistent brand recommendations on LLMs for all major competitor alternative searches, visitor identification software searches, comparison searches and a bunch more use case and integration ones. Through a mix of customer research focused content, light technical works, link building and external listicle placements. Per below screenshot and Adams words...its paying off. Let's dive into the strategy this month.


NET NEW CONTENT

listicle articles:
- best lead intelligence software (400 searches/mo)
- opensend alternatives (90 searches/mo)
- lead qualification checklist (600 searches/mo)

comparison landing page:
- leadfeeder vs lead forensics (150 searches/mo)

3x bottom funnel pieces and 1x mid funnel piece. All manually crafted.

The first piece targets “lead intelligence software”, a keyword with solid search demand. A product listicle will allow RB2B to capture decision-stage traffic from buyers actively evaluating lead intelligence and visitor identification tools. Positioning us as the #1 backed by why customers choose us, pros and cons, pricing, showing our product in action + CTA...then a fair evaluation of other tools. Solid to control the narrative and these pages often get cited in AI search.

We'll also publish a competitor comparison page, sharing where RB2B is a stronger alternative across different use cases for users evaluating website visitor identification or intent data platforms. 

Another BOFU page will target OpenSend alternatives and competitors, helping intercept comparison-driven traffic.

Lastly, a listicle article around lead qualification checklists, aimed at attracting sales and RevOps teams looking to improve their lead qualification processes and naturally introducing RB2B as part of the workflow.


BACKLINKS.

We'll earn da50+ niche relevant links for:
- data enrichment tools
- 6sense alternatives
- 6sense competitors
- intent data types	


EXTERNAL LISTICLE PLACEMENTS

Huge for LLMs to cite. Top 3 placements. Great for classic SEO too with a solid backlink.

___

Wanna see if we can scale demos quick as 90 days for your B2B/SaaS?

Visit the Breaking B2B site to check our results, pricing and grab a call: https://lnkd.in/e7XuM6au

Watch my 34-minute SEO/AEO breakdown video for RB2B: https://lnkd.in/eiZfaXXq

Breaking B2B went from $50k/mo to $185k/mo last yr. George Coudounaris runs our LinkedIn Ads and most enquiries mention LinkedIn on calls. Here’s exactly what he did (and our plan to hit $400k/mo this year):

BACKGROUND.

With organic reach tanking like crazy I knew LinkedIn ads would be key to keep top of mind for our SEO/AEO services for B2B SaaS marketing leaders and to amplify my organic content. 

Plus, fixing our funnel of SEO/AEO and YouTube traffic who hit our site but didn't convert.

Getting the deadly trio: SEO, YouTube and LinkedIn cookin'


THE STRATEGY.

(1) George made me get brutally clear on ICP 

With a very limited budget to start (1.2k/mo), we weren’t going to rely on LinekdIn’s native filters. We wanted a TIGHT company list that matched his ICP of B2B SaaS companies he serves best. 

So he asked me:
Who are your best clients? 
Who gets the most value?
Which companies do you want more of? 

Turned that into firmographic filters, pulled a list, looked through it manually - so we knew we were getting in front of the right companies from Day 1. 


(2) Thought Leadership Ads became the growth engine

Thought Leadership Ads are winning right now for many b2b orgs with execs already organically posting with a following. Its high engagement rates mean you get better bang for your buck, and is a great place to start.

(my engagement rates are 8-15%) 

But we don’t just boost any content. 

Before we started,
We mapped best performing posts to the 5 Stages of Awareness

• Stages 1-3 → cold audiences
• Stages 3-5 → warm audiences

Then filled any content gaps.

Next step: every post needed a CTA.

Early-stage posts link to helpful resources.
Later-stage posts push toward booking a call.

Result?

Thought Leadership Ads consistently hit engagement rates as high as 15%, which meant Sam was everywhere his buyers looked.

Since then, we’ve layered in:

• Company page ads so Breaking B2B grows beyond my face
• Amplifying clients/partners getting results posting about Breaking B2B

So the brand scales, not just me.


(3) Constant Optimisation of Thought Leadership Ads

Judge the top performing Thought Leadership Ads by looking at:
Engagement rate
Cost per landing page click (a custom metric not available in platform)
New subscribers
High intent pages
Calls booked

And have a tight feedback loop on what’s landing to closed-won. 


(4) Acknowledge the reality of the buying journey 

Most prospects aren’t in-market today. Many have an SEO vendor they’re probably not seeing value from. 

Others are getting their business to the point where they can finally invest in SEO/AEO. 

The ads keep us top of mind. So when they’re ready, they come straight to Breaking B2B.

—

What’s next as we push toward our stretch goal?

• Upload a new company list to double audience size
• Increase spend to scale reach
• Scale top-performing ads into the expanded audience
• Grow company page ads so demand scales beyond me


Follow along as George and I share results!

VP Marketing: "how do we justify more investment in content, SEO, or AEO when traffic is less reliable, attribution is messy, and every tool promises charts that go up and to the right?"

Me: stop treating AI search like a vanity traffic game.

Treat it like a consideration set game.

Wynter asked 101 SaaS CMOs which channels they use to discover and research vendors.

84% said they use AI tools.

Instead of scaling content for the sake of volume, focus first on high-intent, bottom-of-funnel pages that earn mindshare and drive pipeline.

strong comparison and alternative pages.

industry pages, verticals pages, product listicles.

clear positioning on your own site.

external mentions on the sites LLMs are pulling from for pipeline driving prompts and keywords.

Control the narrative on your own site.

Build credibility on third-party sources.

Measure pipeline impact, not just visibility metrics.

and the best part?

done right, this playbook gets you ranked well on google organic

and mentions on AI search for high intent buyers.

a double win.

PS. grab my 90 days to revenue SEO/AEO mini-guide and video: https://lnkd.in/et7yce7s

Here's the 7 top pipeline channels for SaaS marketers & founders....based on 24 months of data and 755 discovery calls:

(755 sales call transcripts analysed across 2 years).


1. Paid Ads (Google + LinkedIn): 28%

Most explicitly stated dominant channel.

Quotes:
“70% of our inbound comes from Google ads, LinkedIn…” 
“We’d kind of spent money on Google ads for a few years… last year we got two inbound inquiries qualified.” 

Often described as:
- Majority of inbound
- Primary measurable driver
- First lever to scale or cut


2. Outbound Sales: 24%

Extremely common among:
- Early-stage SaaS
- Bootstrapped companies
- Technical founders

Examples:
“Outbound, sort of outbound work.” 
Hiring AEs / BDRs to fill pipeline 

Many companies say:
- Inbound is low
- Sales team drives growth


3. Referrals / Word of Mouth: 18%

Example:
“Word of mouth, referrals, they trust way more…” 

Often described as:
- Best quality leads
- Hard to scale
- Relationship-driven


4. SEO/AEO: 14%

Rarely dominant, but often present.

Quotes:
“30% coming from direct or organic.” 
“It’s not doing that at the moment.” 
“I want it to be a big jumping off point for inbound… and it’s not doing that at the moment.” 

Common answers:
- A desired channel
- Underperforming
- “Trickle of leads" 

Organic search often described as:
- Secondary
- Under-optimized
- Desired but not yet performing


5. Partner / Ecosystem (marketplaces, integrations): 7%

Usually:
- Supplemental
- Not fully controlled


6. Social Content (LinkedIn, Podcast, YouTube): 6%

More common among:
- Founder-led brands

Organic linkedin posting and social selling is big here.

YouTube massively neglected still in B2B SaaS.


7. Events / PR / Community: 3%

Mentioned occasionally but rarely primary pipeline driver.

Often:
- Trade shows
- Speaking
- Industry PR
- Slack/Discord groups

____

PS. join 1,951+ b2b legends enjoying the Breaking B2B newsletter (instantly unlock 90 days to revenue SEO/AEO playbook): https://lnkd.in/et7yce7s

RB2B (24mnth startup) are catching the 14 year old incumbent…7 months after starting SEO & AEO w/ Breaking B2B: 

Owning positioning for the niche.

Controlling the narrative.

Recommended in AI search.

Top of Google organic.

No vanity traffic.

Focused on high intent buyers.

Hunting for their software now.

Comparing options available.

Needing a specific integration.

Frustrated with current provider.

Having a crisp painful problem to solve.

Driving sign-ups and revenue.

___

Peek the full video breakdown we run for Adam Robinson’ SaaS: https://lnkd.in/eiZfaXXq

Grab my 90 days to revenue SEO & AEO playbook: https://lnkd.in/et7yce7s

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I ask the public: how to get #1 on google?

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The Battle

Kevin Casey

Sam Dunning

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The Battle

Kevin Casey

Sam Dunning

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);}Kevin Casey's LinkedIn Performance

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Performance ScoreKevin Casey's LinkedIn Performance