How to Create a Unique B2B Marketing Strategy That Drives Real Growth
Episode Summary
In this episode of Building in Public, David Ellis breaks down how his B2B company is tracking against its Q1 goal of 30 new sales—and what’s driving their success. From detailed funnel metrics to the power of unique market positioning, David shares the critical insights he’s gained from doing 35+ sales calls this month. Plus, the team dives into one of the most common questions in marketing: should you focus on content or ads?
Guest Profile
David Ellis is a B2B growth strategist and founder of a rapidly scaling marketing firm. With a deep focus on high-performance marketing, sales strategy, and content-led growth, David brings a hands-on perspective on what it takes to build traction in today's competitive landscape.
Key Takeaways
Unique Positioning Wins: Saying what everyone else is saying means you're competing on price and budget. A distinct POV can 10x your results.
Content vs. Ads: It’s not either-or. Like cardio and weightlifting, the best strategy combines both.
Engagement Matters: Organic reach and thoughtful interaction on platforms like LinkedIn can outperform vanity metrics.
Scaling Sales: Founder-led sales work, but long-term growth depends on building a scalable sales process.
Quality Over Quantity: Low-like posts can still drive significant revenue. It's about who sees your content, not how many.
Questions Asked & Answer Summaries
How close are you to your Q1 goal of 30 sales?
David reports 19 sales so far (7 in Jan, 12 in Feb) with strong momentum heading into March. Close rate stands at 42%, with a £789 cost per acquisition.
Are you still doing all the sales calls yourself?
Yes, David is still handling all 35 sales calls himself but plans to begin delegating from Q2 onwards. He believes conversion rates may dip slightly but aims to maintain overall funnel performance.
What are the main lessons from recent customer conversations?
The biggest takeaway: the power of having a unique market message. Without differentiation, you compete only on price and budget.
What does a strong B2B POV look like in practice?
David shares his own example—marketing ≠ growth. Marketing is a subset of growth, and traditional tactics often don't lead to true business results.
Should you focus on content or ads?
Both. Content builds brand; ads scale it. Start with strong content, use retargeting if budget is tight, and scale with cold ads later.
What are some quick wins for better LinkedIn engagement?
Post regularly (3–7x/week), warm up your audience before posting, and engage meaningfully in comment threads—especially on viral posts.
Why don’t viral posts always convert?
Viral reach doesn’t guarantee qualified leads. One client had low engagement but closed three high-value deals through thoughtful content and strategic DMs.
Chapters & Timestamps
[00:00] – Why B2B Messaging Must Stand Out to Compete
[01:00] – Q1 Goal Progress: Sales Metrics and Funnel Breakdown
[04:00] – Founder-Led Sales and the Path to Delegation
[06:00] – The Time Trade-Offs of a Founder
[07:00] – Key Lessons from 35+ Sales Calls
[09:30] – What a Unique POV Looks Like in B2B
[13:00] – Content vs. Ads: A Holistic Strategy
[16:00] – Engagement & Retargeting: Maximising Organic Reach
[18:00] – LinkedIn Hacks That Actually Work
[21:00] – Viral Content vs. Revenue-Driving Content
[23:00] – Final Thoughts & How to Connect
About the Podcast
Building in Public follows the journey of B2B founder David Ellis as he scales his business in real-time. From candid conversations about growth strategies to hard metrics and tactical advice, this podcast is a goldmine for founders, marketers, and B2B operators looking to learn from a company doing the work—and sharing it openly.
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