Tweets about B2B Demand Gen and growing an 8-figure B2B SaaS marketing agency. Founder โ @poweredbysearch.com. Driven over $100M+ in revenue for clients.
Toronto, Ontario, Canada
Based in Canada
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- Following 1,397
- Followers 8,661
- Likes 7,387
The hardest call for a new B2B CMO: what to say yes and no to.
Adding channels adds noise. A 90-day system fixes the foundation and lands quick wins:
1-2 Foundation audit
3-4 BOFU quick wins
5-6 Messaging
7-8 Channel hygiene
9-10 RevOps
11-12 Flywheel
13 Board reporting
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12 months for SEO results?
Your board loses patience. Competitors run 28-day sprints. ChatGPT answers before you rank page 1.
Google isn't the only game anymore.
We run 28-day AI search sprints for B2B companies who want to show up now, not in 12 months.
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B2B founder: "We need predictable pipeline."
Me: "You're pulling 1 of 3 levers."
Net new gets the budget. Nurture and reactivation get ignored.
Result: CAC climbs, one channel dips and revenue is at risk. Quarters start from zero.
Pull all 3. Qualify by ICP + intent.
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Your website isn't enough. Your content isn't enough. Your ads aren't enough.
B2B buyers are 80% decided before they hit your site. They ask AI, check Google AI Overviews, validate on G2, look for proof, then visit you to confirm.
Show up in all 5 or lose the deal.
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A prospect said no to us in 2021, then hired two agencies instead, one for SEO and one for paid, and both hit their targets without talking to each other.
18 months later they came back: "Nobody can tell us where the money's going."
One team, one pipeline number, fixes it.
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Most B2B brands don't show up in AI answers yet. We built a framework to change that: RAISE.
R: Relevance Signals
A: Access Verification
I: Information Density
S: Source Authority
E: Engagement Feedback
Where does your brand sit on this framework?
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Most agencies won't show you their process before you sign.
Ours: meet the consultant running your account, talk to a reference client in your category, get a free pipeline audit.
No surprises.
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Flat B2B pipeline is rarely a channel problem. It's usually a misalignment across 3 factors: ICP fit, timing, and message.
Get 2 right and you get MQLs that stall, and demos that go cold.
Get all 3 aligned (right person, right time, right message), you get pipeline that closes.
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The cheapest lead is rarely the best one.
A $50 lead that takes 12 months to close and churns by month 13: -$320 over 2 years.
A $200 ICP-fit lead that closes fast and stays: +$18,500 over 2 years.
CPL measures nothing. Optimize for CAC payback.
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A VP of Marketing spent $35K on LinkedIn ads targeting B2B buyers.
What showed up: job seekers looking for W2 employment.
Dashboard looked healthy the whole time. When Sales caught it, budget was already gone.
ICP first, targeting second, budget last.
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11 months ago, 29% of B2B buyers started research on LLMs. Today it's 51%.
They decide before they ever hit your site. If you weren't in the AI answer, you weren't on the shortlist.
68% of enterprise sites block AI crawlers without knowing it. Check yours.
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Most B2B companies with a CAC problem have the same budget split: most spend goes to awareness, a fraction to buyers actually ready this month.
You're paying to reach thousands and converting almost none.
Build the conversion engine for ready buyers first, then layer awareness.
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Pipeline goes flat, most teams switch channels first: new platform, new creative, new agency.
Run these 4 checks before touching anything: demo volume, MQL-to-SQL rate, sales-marketing alignment, channel attribution.
Answer no to any, that's where you start.
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Don't assume buyers already know who they want. The data says otherwise.
69% of B2B software buyers switched vendors mid-research after an AI chatbot recommended someone else. 1 in 3 bought a brand they'd never heard of.
The shortlist isn't in the buyer's head anymore.
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3 B2B conversion benchmarks most teams don't track:
Traffic to lead: 3-5% good, under 1% is a broken offer or page.
Lead to SQL: 20%+ good, under 10% means an ICP or nurture problem.
Pipeline reactivation: 10%+ good. Closed-lost deals are just warm leads with bad timing.
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A flat pipeline usually means the system's broken somewhere, not necessarily that you picked the wrong channel.
Most CMOs respond with more spend, more content, more campaigns. That just adds noise and a harder board conversation.
Run this 10 commandments checklist instead.
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B2B companies overthink pipeline fixes: 12-month calendars, full site rebuilds, waiting on the new CRM.
Our 5-stage cascade instead: ICP awareness, BOFU-up build order, content architecture, channel mix, pipeline and CAC.
Fix the broken layer, not every layer at once.
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How B2B marketers expect people to buy: launch ads Monday, expect sales Tuesday. No response week one, cut the budget.
How they actually buy: see the ad, ignore it. Notice the brand after 4-5 exposures. Search for it directly, months later.
Never clicked. Still worked.
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Most B2B teams start from TOFU. We flipped it.
Result: a cybersecurity SaaS went from 1 demo/mo to 44x SQL volume in 12 months.
We mapped every page to buyer intent, fixed the conversion paths, then layered paid media and SEO on top.
Day 56: first deal closed.
Order matters.
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Most B2B campaigns pitch one emotion and run it everywhere.
Real prospects live in 4 states: frustrations, fears, wants, aspirations.
Most teams default to aspirational. Most prospects are actually scared and frustrated.
Map the emotion first. The message writes itself.
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Marketers know their sales cycle (3-6 months). Few know their marketing cycle: first impression to demo request.
Farmers get this. You don't harvest what you just planted. June's spend produces September's demos.
Cut budget early and you pull up seeds before they grow.
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Most B2B marketing problems trace to 3 wrong moves:
- wrong starting point (build bottom-up, not top-down) - wrong priorities (AI search visibility now sits above everything)
- wrong content (skip decision-stage work and nothing converts).
Fix these, fix the pipeline.
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A proxy SaaS was invisible in Google AI.
Not because their marketing was weak. Because AI doesn't quote marketing; it quotes answers.
So we rebuilt their content around buyer questions, not brand language.
6 months: 263 โ 521 citations. 212 at #1.
That's AEO, proven.
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Most B2B teams build their funnel in reverse.
Awareness first. Conversion last.
That is how you end up with traffic, an MQL number, and no pipeline.
Fix the order:
1. Build the BOFU layer first.
2. Warm the 95% who aren't ready.
3. Then build category authority.
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Most CMOs can't answer this: what % of your budget goes to buyers who'll never buy?
The 45% still researching beats the 5% everyone's chasing.
Educate them now, win the deal later.
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Active buyers search. Passive buyers research.
If you only run paid, you only reach the ones ready today.
Add organic to build authority. Add AEO to show up in ChatGPT and Perplexity.
Three channels. Every stage of the buyer journey. Same budget.
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A new B2B CMO has ~100 days before the board forms an opinion. Here's how I'd spend them:
Days 1-30: Diagnose what's broken.
31-60: Align with sales on a qualified lead.
61-90: Fix the funnel before scaling.
91+: Report revenue impact.
Foundation first.
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Your website isn't where most B2B buying decisions start.
Buyers:
โข Ask AI
โข Search Google
โข Check reviews
โข Read case studies
โข Visit your site
If you're only investing in the last step, you're losing deals before they arrive.
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15 years. 150+ B2B companies. One problem: predictable pipeline.
The BOFU-first build:
1. Define what closes
2. Build BOFU pages
3. Fix conversion
4. Capture active demand
5. Generate latent demand
6. Reactivate cold CRM
7. Measure pipeline, not MQLs
Start at 1. Build in order.
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Sales says MQLs are garbage. Marketing says sales never follows up. Both are partly right.
If under 10% of leads turn into qualified opportunities, the fight is not about effort but the system between them.
Wrong buyers, no attribution, or fishing in 5% of the market.
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Most B2B pipelines are built backwards.
Awareness first. Gate an ebook. Hope it converts. By the time a lead is ready, they forgot you.
Build bottom up: capture the 5% buying now, create demand in the 45% problem aware, reactivate your CRM.
One client hit 44 demos a month.
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You can't take MQLs to the bank.
Most B2B teams optimize for MQLs because that's what gets reported in the Monday meeting.
3 costs:
Wrong-fit buyers
Generic nurture
Sales stops trusting marketing
Start with what converts to pipeline. Work backwards.
What's your MQL to SQL rate?
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Your competitor isn't winning AI search because of better content. They're winning because their content is structured to be cited.
30 days to fix it:
Week 1: Audit
Week 2: Unblock crawlers
Week 3: Rewrite for citations
Week 4: Build third-party proof
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4 awareness stages. Each one needs its own content.
1. Unaware: quizzes, press, symptom content
2. Problem Aware: checklists, webinars, guides
3. Solution Aware: calculators, buying guides
4. Product Aware: case studies, comparison pages
Most companies build for stage 4 only
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In SEO you bid on keywords. In paid you buy placement.
In AI you do neither. AI decides if you get cited.
68% of B2B sites block AI crawlers and don't know it.
Their competitors get cited. They don't.
3 content types AI cites ๐
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This 14-21 day flow converts 10-20% of cold leads to MQLs:
Day 0: Asset delivery
Day 1: Pain 1
Day 3: Pain 2 + cost
Day 5: Pain 3 + framework
Day 14: 1 question
Day 21: Breakup, door open
Pushing too hard kills more deals than it creates.
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If I were planning Q3 as a B2B CMO, Iโd prioritize:
โข visibility in AI search
โข landing pages that convert
โข cutting wasted spend
โข content for the full buying committee
Not:
โข more blog volume
โข more dashboards
Pipeline > activity.
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SEO and AEO overlap more than people think.
Both reward:
โข authoritative content
โข clear expertise
โข fast, crawlable sites
โข direct answers
The difference is in the outcome.
SEO gets you ranked.
AEO gets you cited in the answer.
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Most B2B teams focus on activity.
The teams that grow predictably focus on:
โข BOFU first
โข pipeline quality
โข buyer-focused content
โข demos that convert
โข revenue-centric KPIs
Thatโs the difference between marketing activity and pipeline generation.
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