How I Get High-Ticket B2B Clients
Episode Summary
In this episode of Building in Public, David Ellis and Stacey Cruickshanks discuss the latest updates on their ambitious Q1 goal: securing 30 new sales.
Joining from the French Alps while on a two-week snowboarding trip, David shares how he balances work and time off, the marketing experiments driving growth, and why his sales process is delivering a 6X return on ad spend.
Host Profile: David Ellis
David Ellis is a B2B growth strategist and founder with a strong track record of scaling businesses through demand generation and high-converting marketing funnels.
His expertise lies in helping companies build predictable revenue streams through strategic marketing investments.
Key Takeaways
How David Balances Work and Snowboarding
Works remotely while maintaining productivity
Stresses the importance of setting clear boundaries for work and personal time
Scaling Sales: The Q1 Challenge
Goal: 30 new sales in Q1 2025, doubling the usual target
Marketing spend has increased proportionally to drive results
Early success: £9,000 spend generated £63,000 in revenue (~6X return)
The Importance of Infrastructure Before Scaling
Scaling too soon without the right infrastructure can damage client relationships
Took 18-24 months to refine service delivery before ramping up sales
Recent hires and process improvements now allow for expansion
Sales Metrics and Conversion Insights
31 sales calls booked in January
7 new sales closed, with additional prospects still in the pipeline
High show-up rate (90-95%) due to effective lead qualification
40-50% close rate, which suggests pricing may even be too low
Marketing Experiment: Skipping the Website
Switched LinkedIn profile CTA from Visit Website to Book a Call
Early results show a lower cost per demo and increased call bookings
Could signal a shift in B2B marketing where direct call booking outperforms traditional website lead nurturing
The Role of Data in Decision-Making
Primary KPI is cost per demo to track efficiency of marketing spend
Sales calls are structured as consultations rather than hard sells
Data-driven approach ensures continued optimization of marketing efforts
Chapters and Time Stamps
[00:00] – Introduction and Episode Overview
[00:43] – David’s Remote Work Setup and Snowboarding Routine
[01:52] – How David Manages Work and Snowboarding
[02:33] – The 30 Sales Q1 Goal and Why Now
[04:31] – Building the Right Infrastructure Before Scaling
[06:34] – January Sales Performance Recap
[08:19] – Understanding Sales Call Quality and Lead Conversion
[11:04] – Why David’s Show-Up and Close Rates Are So High
[13:16] – The Future of Sales Calls: Will David Step Back?
[16:23] – Biggest Lessons Learned from Scaling
[18:53] – The LinkedIn CTA Experiment: Skipping the Website
[20:05] – The Role of Data in Marketing Decision-Making
[21:46] – Should Pricing Increase Given the High Close Rate?
About Building in Public
Building in Public is a podcast that takes you behind the scenes of scaling a B2B business, sharing real-time insights, experiments, and lessons from the trenches. If you're a founder or marketer looking to grow sustainably, this show is for you.
