Full-Funnel B2B Growth: Strategy Breakdown & Results – Building in Public with David Ellis
Episode Summary
In Episode 16 of the Building in Public (BIP) Podcast, hosts David Ellis and Stacey Cruickshanks break down the exact marketing funnel that helped their team generate nearly $140,000 in revenue in April 2025. This episode is a behind-the-scenes look at a proven content and conversion system—from top-of-funnel content creation to bottom-of-funnel consults that convert.
TL;DR
£11K in ad spend generated over £100K in new deal value (9.6x return)
10 new sales closed with an average client value of ~£10K
System is optimised for low volume, high-quality leads
B2B service providers, consultancies and agencies benefit most
Success is driven by strong content, smart ad spend, and value-led consults
Guest Profile
David Ellis is the founder of beetu.be, a growth partner for B2B companies tired of marketing theatre. He’s helped 300+ businesses scale by focusing on traction, not just traffic — and he’s not afraid to say what most marketers won’t.
Key Take-Aways
Focus on quality leads over quantity—fewer but better-qualified calls lead to stronger conversion
Systems matter: the same content-driven funnel has performed for two years straight
Paid ads amplify top-performing organic content—don’t just chase impressions
Strategy works best for B2B service companies with proven offers and some brand awareness
How did the system perform in April 2025?
With an ad spend of just under £11K, the team closed 10 new deals worth over £100K—returning 9.6x on their marketing investment. Each customer was projected to bring in about £10K, validating a low-volume, high-value sales strategy.
What makes this strategy predictable?
David and Stacey walk through their marketing scorecard and performance metrics. Historical data from April, May, September, and November 2024 show consistent returns—demonstrating that this isn't a fluke. Instead, it’s the product of a stable, repeatable funnel.
What’s the secret to deciding how much to spend?
The team tests incremental increases in ad spend and finds that the metrics—cost per lead, conversion rate—remain stable, even as spend goes up. This gives them confidence to scale budget when needed.
What is "market resonance" and why does it matter?
Market resonance means having a strong product and being able to articulate it effectively. If you get good engagement, lead flow, and positive feedback—you're likely resonating. Content only works when it matches what your audience values.
How do content and platform strategy fit in?
LinkedIn is the team’s primary platform, generating around 80% of their business. YouTube is a secondary platform for deeper content. Content focuses on value and relevance, not virality. Their best-performing posts aren’t always the ones with the most likes—they’re the ones that lead to leads.
What role do paid ads play?
Paid ads are used to promote winning organic content. Instead of chasing reach, they promote posts that drive conversions (macro conversions like booked calls). The system uses cold, warm, and hot audience targeting to keep the funnel active and visible.
What are "marketing assets"?
Marketing assets are resources like case studies and a video breakdown of their "Growth Protocol"—a 20-minute walkthrough that explains their system. These assets are ungated, offering value upfront, which builds trust and accelerates conversions.
Why does this work so well for B2B?
Because buying cycles are long and decisions are high-stakes, this funnel works best for B2B companies that need trust and clarity. It helps pre-sell prospects so that consults are efficient and high-converting. Show-up rates and close rates are high (30–40%) because prospects are already educated and bought in.
Chapters and Time Stamps
[00:00] – Record Month: £100K+ Revenue in April 2025
[01:00] – Marketing Scorecard & ROI Breakdown
[02:20] – B2B Relevance: Low Volume, High-Quality Leads
[03:45] – Monthly Consistency: 2024 Data Snapshot
[05:00] – Budget Scaling & Metric Stability
[06:30] – Market Resonance & Content That Converts
[09:00] – LinkedIn & YouTube: Platform Strategy
[11:00] – Why Engagement ≠ Leads
[12:30] – Paid Ads as Amplifier, Not Crutch
[14:00] – Cold vs Warm vs Hot Campaigns
[16:00] – Identifying & Promoting Winning Content
[20:00] – Marketing Assets & Growth Protocol Video
[22:00] – Open Access vs Gated Content Debate
[25:00] – Booking Process & Free Strategy Call
[27:00] – Higher Close Rates with Pre-Sold Prospects
[29:00] – Best Fit: B2B, Consultancies, Niche Services
About the Podcast
The Building in Public (BIP) Podcast is hosted by growth experts David Ellis and Stacey Cruickshanks. Each episode shares transparent insights and real-time experiments from entrepreneurs scaling businesses in the open. Expect tactical breakdowns, honest results, and repeatable systems you can use.
