Choose the right channels, improve your ads and targeting, and scale strategically without spreading yourself thin or burning cash.
Choose the right channels, improve your ads and targeting, and scale strategically without spreading yourself thin or burning cash.
Audit creative, copy, and messaging using repeatable frameworks. Small improvements stack into better clicks and lower costs.
Concentrate budget on channels that drive revenue. Cut what doesn't work. Double down on what compounds over the long term.
Tighten your ICP, improve audience segmentation, reduce wasted spend. Scale predictably without breaking what's already working.
Know which channels to use at each growth stage. Stop guessing where to allocate budget and when to activate new channels.
Most B2B marketers treat demand generation like a series of disconnected campaigns.
In this guide, I’ll show you how to build a repeatable demand generation engine that scales your reach predictably. You’ll learn how to combine paid and organic channels, structure your outreach, and turn visibility into pipeline momentum.
After 15 years in growth, the biggest lesson is simple: when demand compounds, marketing gets easier. Let’s make that happen for your team.
Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.
Pick a prospecting method and tidy data. Warm domains, protect deliverability, build short email and LinkedIn sequences, and route positive replies to the right owner with tasks in the CRM.
See playbook
Post consistently on LinkedIn with a routine that grows authority, attracts buyers and turns visibility into pipeline. Turn posts into warm leads without spam or gimmicks.
See playbook
Set up reliable tracking and budgets. Choose channels that match intent, structure campaigns neatly, test creative and landing pages, and move spend to what produces quality leads.
See playbook
Rank in Google and LLMs by publishing content that answers real buyer questions and attracts high intent traffic. Build content pillars that compound results with steady effort.
See playbook
Use the tools you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
Turns LinkedIn into your CRM interface, find and enrich contacts, then push leads and messages to HubSpot, Salesforce or Pipedrive without copy pasting.
Data provider for emails and numbers, handy for filling gaps in prospect lists before sequencing.
LinkedIn toolkit for ideas, scheduling and analytics, handy for consistent posting with a clean workflow.
Kanbox turns your email into a CRM that tracks deals, follow-ups, and reminders.
Simple cold email tool with sequences and tracking, good for lean outbound motions.
SEO suite for keyword research, audits and content planning, useful for ongoing search work.
SEO writing tool that suggests terms and structure to help pages rank while keeping copy readable.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Eugene M. Schwartz
A field guide to message market fit. Use stages of awareness to pick angles, craft offers and brief ads that speak to real pains and jobs.
Russel Brunson
Position your expertise, tell stories that teach, and build simple offers that move buyers from interest to action.
Robert Cialdini
Classic psychology translated for B2B. Use social proof, scarcity and reciprocity in a way that respects buyers.
Alex Hormozi
Clear take on list building, offers and outreach. See how to adapt the playbook for B2B, protect your domain, and turn attention into qualified pipeline.
Russel Brunson
A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.
Sean Ellis
A tour of growth case studies. Identify engines, spot patterns and design experiments that fit your context.
Sean Ellis
A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.
Gabriel Weinberg
A method to discover your best channel. Prioritise, test and focus resources where traction is most likely.
Dave Gerhardt
A guide to purposeful visibility. Choose topics, set a cadence and turn posts, talks and interviews into warm conversations.
Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Master the economics of customer acquisition by tracking what you pay for each meaningful action across channels.
Measure the percentage of visits where users actively engage, filtering out passive bounces to assess true content quality.
Attract prospects through valuable content that solves real problems, building trust and generating qualified leads who approach you.
Capture high-intent prospects actively searching for solutions by bidding on relevant keywords and appearing in search engine results.
Target prospects based on demographic, firmographic, and behavioural data, interrupting their social feeds with relevant offers and content.
Track your user journey through Acquisition, Activation, Retention, Referral, and Revenue to identify which stage constrains growth most.
Achieve the state where your product solves a genuine, urgent problem for a defined market that's willing to pay and actively pulling your solution in.
Turn satisfied customers into active promoters who systematically bring qualified prospects into your pipeline at near-zero acquisition cost.
Optimise your website and content to rank prominently in organic search results, capturing traffic without ongoing advertising spend.
Match your messaging to prospects' current awareness level—from problem-unaware to solution-aware—to speak directly to their mental state.
Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.
This topic is a module in the B2B Growth Course. Browse the resources here for free, or take the full course for structured video lessons, templates, and hands-on implementation across the entire system.
Choose the right channels, improve your ads and targeting, and scale strategically without spreading yourself thin or burning cash. Traffic fuels everything downstream. We'll help you choose the right channels and scale strategically without wasting budget.
Module introduction & traffic strategy
Channel hierarchy & traffic audit
Increase impressions
Increase click rate
Increase engagement rate
Module summary
Module summary
Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:
Get practical frameworks delivered daily. Seven short emails explain how Sarah diagnoses bottlenecks, orchestrates the four engines, and builds systems that compound.
Free 45-minute video module from the full course. Watch how to diagnose your growth bottleneck and see exactly what the course platform looks like.
SEO suite for keyword research, audits and content planning, useful for ongoing search work.
SEO writing tool that suggests terms and structure to help pages rank while keeping copy readable.
Turns LinkedIn into your CRM interface, find and enrich contacts, then push leads and messages to HubSpot, Salesforce or Pipedrive without copy pasting.
Spectacle shows which campaigns, content and channels create customers, with funnels and an audience hub that syncs high LTV segments to ad platforms.
Pick a prospecting method and tidy data. Warm domains, protect deliverability, build short email and LinkedIn sequences, and route positive replies to the right owner with tasks in the CRM.
See playbookPost consistently on LinkedIn with a routine that grows authority, attracts buyers and turns visibility into pipeline. Turn posts into warm leads without spam or gimmicks.
See playbookSet up reliable tracking and budgets. Choose channels that match intent, structure campaigns neatly, test creative and landing pages, and move spend to what produces quality leads.
See playbookRank in Google and LLMs by publishing content that answers real buyer questions and attracts high intent traffic. Build content pillars that compound results with steady effort.
See playbookRussel Brunson
A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.
Gabriel Weinberg
A method to discover your best channel. Prioritise, test and focus resources where traction is most likely.
Sean Ellis
A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.
Sean Ellis
A tour of growth case studies. Identify engines, spot patterns and design experiments that fit your context.
Alex Hormozi
Clear take on list building, offers and outreach. See how to adapt the playbook for B2B, protect your domain, and turn attention into qualified pipeline.
Eugene M. Schwartz
A field guide to message market fit. Use stages of awareness to pick angles, craft offers and brief ads that speak to real pains and jobs.
Capture high-intent prospects actively searching for solutions by bidding on relevant keywords and appearing in search engine results.
Target prospects based on demographic, firmographic, and behavioural data, interrupting their social feeds with relevant offers and content.
Master the economics of customer acquisition by tracking what you pay for each meaningful action across channels.
Measure engagement quality by tracking the percentage of people who click after seeing your content or advertisement.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
