Founder's guides
B2B marketing guides for founders.
11 guides, written for the founder who is still the best salesperson in the building.
Each guide is written for the founder of a B2B firm where one client is worth $100K or more, and each one opens with a real situation from a client's business. Pick the guide that matches how your sales run, or start with the shelf that matches the job in front of you.
Where to start
If your deals come from shows, start with trade show marketing.
If they come from referrals, start with demand generation.
If you are the face of the firm, start with founder-led marketing.
If you are about to hire help, start with the fractional CMO guide.
How the work runs
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Demand generation for B2B firmsLive
What it answersWhere your buyers check you before they call back.
Proof1,100+ leads and two best-ever growth years, an insurance services firm, our longest-running client.
The referrer map -
Account-based marketing for founder-led firmsLive
What it answersHow many people could buy from you, and how to get known to them first.
ProofMarketing-influenced show leads went from 27% to 50% of show pipeline in two quarters (20 of 75, then 9 of 18), an 8-figure 3PL and eCommerce company.
The First 25 -
Founder-led marketingLive
What it answersWhat a buyer finds when he searches your name, and how to build it in a couple of hours a month.
ProofDozens of calls with $100K+ prospects who open with "I saw your content first," an insurance services firm, our longest-running client.
The buyer's check, on video -
Trade show marketingLive
What it answersHow to walk into a show with meetings already booked.
ProofAn $84K deal closed in 70 days at a 6.1x return on ad spend, an LTL freight provider.
The show count -
AI search optimization for B2B firmsLive
What it answersHow to get your firm named when a buyer asks ChatGPT for a vendor.
Proof2 deals over $100K straight from AI search, a B2B consulting and training firm.
The buyer's check, on video
Who it's for
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Marketing for freight brokerages and 3PLsLive
What it answersHow to get known by a counted list of shippers before your rep makes the call.
Proof16,600 exhibitors counted down to 318 decision makers, an LTL freight provider.
The First 25 -
Marketing for consulting firmsLive
What it answersHow expert firms win clients when the partners are what the client is buying.
Proof$800K in pipeline from $29.5K in spend, a B2B consulting and training firm.
The buyer's check, on video -
Marketing for manufacturersLive
What it answersHow industrial firms that sell through shows, reps and engineers get known before the rep calls.
Proof+819% leads in 12 months from SEO and digital PR, a B2B process manufacturer.
The First 25 -
Marketing for financial advisors and wealth firmsLive
What it answersHow to get known by the business owners and families who could become clients.
Proof$5M in new assets from three clients, each $1M+, an independent wealth management firm.
The referrer map
Hiring help
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Fractional CMO, agency or in-houseLive
What it answersWhich kind of marketing help fits a firm of your size, and who directs it.
Proof7 new clients against a goal of 3, a captive insurance advisory firm.
The proposal score -
How to choose a B2B marketing agencyLive
What it answersWhat to ask an agency and what its first 90 days should produce.
Proof38% lower cost per lead after an account relaunch, a captive insurance advisory firm.
The proposal score
Not sure which guide fits? Send the show you exhibit at, your CRM export or your last 20 clients. The count of decision makers in your market and the first 25 rows of your Sniper Sheet come back to you, and then we spend 30 minutes on them. Your list stays private and is deleted when you ask.