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Introduction
The best time to win a customer is before they realise they need you. Demand generation helps you build visibility and trust long before someone hits your landing page.
In this section, I walk through the channels and tactics I use to stay top-of-mind. From LinkedIn to organic search, the goal is simple: drive relevant traffic that compounds over time.
If your growth feels stuck, don’t look at conversion yet. Look at visibility. The right traffic makes everything easier downstream.
Playbooks
Go to playbooksAudience & message
Define who to reach and what to say. Map pains to benefits, shape simple offers, and test messages quickly. Create a short list you can reuse across ads, emails and key pages.
See playbook
Outreach automation
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.
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Paid advertising
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
LinkedIn thought leadership
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
Organic search
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.
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LinkedIn advertising
Launch LinkedIn ad campaigns that attract qualified B2B buyers and put your brand in front of the right people at the right time. Use clean tracking and budgets that fit your stage.
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Reddit advertising
Reach niche audiences on Reddit with native feeling ads that earn trust and bring in high quality B2B leads. Find the right subreddits, test offers and avoid the usual pitfalls.
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Tools
Go to tools
SurferSEO
SEO writing tool that suggests terms and structure to help pages rank while keeping copy readable.
SEMrush
SEO suite for keyword research, audits and content planning, useful for ongoing search work.
Spectacle
Multi touch attribution built for SaaS. Spectacle shows which campaigns, content and channels create customers, with funnels and an audience hub that syncs high LTV segments to ad platforms.
Mailshake
Simple cold email tool with sequences and tracking, good for lean outbound motions.
Kanbox
Simple storage and sharing tool for files and notes, best for small teams that want basic organisation.
Taplio
LinkedIn toolkit for ideas, scheduling and analytics, handy for consistent posting with a clean workflow.
Lusha
Data provider for emails and numbers, handy for filling gaps in prospect lists before sequencing.
Surfe
Turns LinkedIn into your CRM interface, find and enrich contacts, then push leads and messages to HubSpot, Salesforce or Pipedrive without copy pasting.
Books
Go to booksBreakthrough Advertising
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.
Expert secrets
Russel Brunson
Position your expertise, tell stories that teach, and build simple offers that move buyers from interest to action.
Influence
Robert Cialdini
Classic psychology translated for B2B. Use social proof, scarcity and reciprocity in a way that respects buyers.
$100M Leads
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.
Traffic secrets
Russel Brunson
A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.
Startup growth engines
Sean Ellis
A tour of growth case studies. Identify engines, spot patterns and design experiments that fit your context.
Hacking growth
Sean Ellis
A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.
Traction (channels)
Gabriel Weinberg
A method to discover your best channel. Prioritise, test and focus resources where traction is most likely.
Founder brand
Dave Gerhardt
A guide to purposeful visibility. Choose topics, set a cadence and turn posts, talks and interviews into warm conversations.
Blog posts
Go to blogCopywriting cold emails
Write cold emails that get replies with clear value and no fluff. Learn best-practice frameworks for subject lines, openers, relevance, proof, calls to action, and follow ups, with examples you can copy.
When to post on LinkedIn
Stop leaving reach to chance. This guide shows you how a quick pre-posting checklist, well-timed publishing and first-hour engagement habits combine to multiply impressions and extend your post’s lifespan organically.
Build LinkedIn content calendar
Stop scrambling for ideas the night before you post. This guide shows you how to set up a simple Notion calendar, balance value and sales content, and stay three weeks ahead so you never miss consistently posting.
Write engaging LinkedIn posts
Likes mean nothing if they don’t convert. This chapter breaks down winning formats, hooks and structures for LinkedIn posts that attract your ideal buyer. Learn how to turn ideas into influence, and influence into action.
Warm up your profile before you post
Boost LinkedIn reach in the week before you post. Warm the algorithm with daily chats, meaningful comments, a cleaner network and new recommendations, then watch your first post get more impressions and engagement.
Build your lead list
Find and qualify leads with precision so you can spend less time prospecting and more time closing conversations.
Create your outreach strategy
Map the right prospects, message and channels before you send a single email, so every touch lands in the inbox of someone ready to talk.
Repurpose content
Convert every long-form guide into a LinkedIn post, carousel, video and podcast snippet in minutes. Follow ready-to-use AI prompts and templates that keep backlinks flowing to your original article.
Promote your guide for lasting organic reach
Step-by-step plan to launch your repurposed assets: timing email blasts, social drops, community posts and forum replies. Engage for 60 minutes, log results, recycle winners and grow authority.
Funnel strategy
Learn how to map buyer journeys, split budget, pick channels and track the right metrics so your B2B funnel turns spend into predictable, profitable growth.
Messaging strategy
Learn a practical framework to map pains, write value propositions and match proof to every awareness stage, so your ads click, pages persuade and sales run smoother. Apply it to any B2B go-to-market.
Product packaging and pricing
Learn how price, feature bundles and upgrade paths fund growth motions, filter ideal buyers and scale revenue, so your go-to-market stays profitable and your marketing budget never starves.
Choose the growth motion
Pick the right growth motion and you fund the channels that convert, hire the skills that matter and hit revenue targets sooner. Compare outbound, inbound, product and partner plays to choose with confidence.
Claim your space in the market
Stop wasting budget on the wrong leads. This step-by-step guide shows you how to pin down your Ideal Customer Profile, tighten targeting and lift revenue with every campaign, backed by proven data.
Optimise content for SEO and AI visibility
Use this marketer-friendly checklist to turn high-quality articles into discoverable assets. Craft title tags, schema, internal links, add llms.txt, fix speed and rank in Google, Bing and AI answers.
Content production workflow
Turn your organic-growth strategy into a production system. Build one board to track ideas, score by impact, move tasks through a simple workflow and publish on time. Promote and reuse each piece.
Create high-quality content
Step-by-step guide to writing content that educates, engages and converts. Define a clear transformation, write for one reader, add proof, optimise for search and drive qualified, lasting traffic.
Cold outreach configuration
Lock in domain, DNS, inbox warm-up and sending volumes before you write a single email.
Design your multi-touch sequence
Structure your campaign across multiple touchpoints using email, LinkedIn or both.
Optimise cold campaigns
Optimise your outreach by measuring what matters—opens, replies, and conversions.
Define your organic growth strategy
Learn how to set a traffic goal, group keywords by intent and build a strategic content pillar map that scales. Finish this chapter with a clear launch plan ready to guide your organic growth.
Optimise your LinkedIn profile
Your profile is your homepage. This chapter walks you through a proven checklist to turn your LinkedIn into a lead-generating asset: clear headline, sharp pitch, strong CTAs and trust signals. Fix this before you post anything.
Wiki articles
Go to wikiCall-to-Action (CTA)
Craft CTAs that drive engagement and action across platforms.
Cost-per-X
Master CPM, CPC, CPA for smarter ad spend.
Engagement rate
Engagement rate shows the share of sessions that stick, not just click. Google Analytics 4 counts a visit as engaged when it lasts longer than 10 seconds, fires a conversion event or views at least two pages, so the metric filters out idle bounces.
Inbound Marketing
Attract and convert leads with educational, value-driven inbound marketing.
Paid search
Harness the power of Search Engine Advertising for fast, measurable growth.
Paid social advertising
Show simple ads to your ideal buyers so they discover you early.
Pirate metrics
Pirate Metrics tracks growth across five stages: acquisition, activation, retention, referral and revenue, revealing where to focus to compound results.
Product-market fit
Validate your product's value proposition to align with market demands.
Referral marketing
Drive traffic and sales with partnerships through affiliate marketing.
SEO
Improve rankings and organic visibility with actionable SEO techniques.
Stages of awareness
Map every ad group to the right awareness stage so your ads meet minds, not eyeballs.
UTMs
Track campaign performance with clear and precise UTM tagging.
Further reading
Growth marketing
You’re not growing fast enough and it’s time to fix that.
You’ve hit a ceiling. You need a structured approach that moves the needle without overwhelming your team.
