B2B Revenue Rebels Warmly - The B2B Signal-Based Go-To-Market SaaS Platform

The jury is still out on the right way to utilize AI in B2B sales.
One thing is sure - AI and automation powered sales teams that stay lean are winning at a much higher rate than those who have gotten comfy over the last few years and have yet to figure out how to delegate gruntwork to machines.
Today’s guest is a master of sales efficiency. Over 5 ½ years, his team went from $0 - $30 million in ARR with only 4 salespeople using a truly efficient sales process, and now he’s gone all in on AI transformation for B2B sales and go-to-market as a whole.
Ryan Staley is the Founder & CEO of Whale Boss - a consultancy that helps Chief Revenue Officers & Sales Professionals leverage AI to work 10 hours less weekly and 2x their performance. He's also the host of The Scale Up Show - a top 2% podcast where he deconstructs how the top SaaS CEOs in the world grow their companies repeatedly and predictably.
During his early days as a sales leader, Ryan received quite a bit of flack for not having the right processes and systems in place to build a repeatable and scalable sales process. When opportunity struck and Ryan moved upmarket, he was determined to not make the same mistake again. His first a-ha moment came when he realized that most SaaS sales leaders don’t analyze their deal metrics enough to niche down and achieve efficient growth.
Ryan then started looking at the patterns between the biggest deals they closed and took a data-driven approach to the top 40 deals the company had closed. He noticed that certain verticals had better outcomes than others, and the real kicker was that a few of these verticals weren’t a focus point. His team then narrowed down on the few niche profiles that received the most value from their product and made it their full focus.
Tune into the full episode to learn more on how to become an efficient and effective sales org!
KEY INSIGHTS:04:01 Going from 0 - 30$ Million with 4 Salespeople06:22 How to find your true ideal client profile (ICP)09:04 Which metrics should you track?11:34 Why sales methodologies are flawed 13:57 Building a team of efficient sellers15:47 Systemising your referral stream17:03 How to utilize AI in B2B 20:29 Approaching AI the right way 22:29 Finding your personal AI use case
Connect with Ryan - https://www.linkedin.com/in/ryan-staley/
Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/

Many people don’t realize this but quite a few of your favorite platforms, including LinkedIn and Cameo, have implemented a product-led sales (PLS) motion a long time ago.
In short, product-led sales is a go-to-market approach that relies on existing users of the product to drive revenue.
Here’s the problem - if your PLS motion is implemented without a strategic approach to customer experience and enablement, you’ll end up in a worse position than if you gated the platform from the get-go. 
Today’s episode welcomes Karen Chi - Founder of Karen Chi Consulting and former GTM leader of LinkedIn and Cameo. She’s also the Co-Founder and Managing Partner of inVest Ventures - a Community VC fund investing in LinkedIn alumni founders building great companies.
There’s a common theme between signal-based GTM and product-led selling - interpreting data and predicting behaviors. Even though the concept of signal-based sales and product-led platforms started making waves recently, the concepts have been around for a long time. Karen recently attended the PLGTM conference and she’s ecstatic to see that there’s a passionate community around product-led companies.
Building a successful product-led sales motion requires a huge paradigm shift in how you think about your go-to-market. Karen says that you can’t expect your product-led motion to carry the weight throughout the whole sales process. Instead, you need to approach it with the mindset of “how do I build my product so our customers can get from 0-1 themselves” and then sales can take them from 1-100. The self-service experience can’t be just a glorified lead generation tool, as you end up creating a situation where your potential client lowers their expectations of the value of the platform effectively disqualifying themselves early in the process.
Check out the full episode to learn more about product-led go-to-market!
Connect with Karen - https://www.linkedin.com/in/karenychi/ Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/

(05:32) - Starting a Venture Capital fund

(08:32) - What is Product-Led Selling & Signal-Based GTM

(10:31) - How to set up your PLG/PLS motion

(14:05) - When to involve salespeople into your PLS motion

(16:33) - How to educate your users

(20:46) - Using the right channels to convert clients

(22:57) - How to serve your free tier users

(25:51) - Growing Cameo's PLS motion

(31:10) - How to become a great PLS sales rep

B2B Influencer marketing is booming right now. According to Forbes 94% of B2B marketers say influencer marketing is a profitable strategy, yet if you ask around you’re bound to find skilled marketers or founders who invested heavily in creator partnerships and ended up seeing less than desirable results. 
Here’s the thing - unlike investing in safe, mature and refined marketing methods like ads or SEO, the influencer marketing route requires you to have a strong understanding of a few key aspects that might seem logical to a social media native person, but can blindsight you if you only got your first iphone after finishing college.
Today’s guest is Morgan J. Ingram, Founder of AMP -  a GTM production company that helps businesses drive sales through account-based content. Rather than traditional marketing, they create engaging video content and events tailored to key accounts. This earns trust and boosts sales by connecting with target customers in an impactful way.
Morgan segments creators into 3 categories - brand ambassadors, who typically talk about the brand they're associated with, influencers who are classic content creators with a large following and subject matter experts (SME’s) who are highly esteemed thought leaders in a particular niche. Knowing which creator category is best for your goals is going to make all the difference between a profitable and an unprofitable creator partnership.
Tune into the full episode to learn how to navigate the landscape of B2B influencers and build profitable partnerships with the right people!
KEY INSIGHTS:03:36 The 3 tiers of B2B influencers05:35 How to choose a brand ambassador 06:27 Building a brand ambassador strategy08:26 Structuring the right offer10:16 B2B influencer outreach11:57 Picking the person with the right content14:20 Building up internal creators16:52 How to identify the creators category18:29 Aligning the incentives 21:15 Structuring a deal with an influencer24:25 B2B Influencer marketing attribution26:05 Structuring a deal with a SME
Connect with Morgan - https://www.linkedin.com/in/morganjingram/
Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/
Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/

Today’s episode welcomes Aditya Vempaty, VP of Marketing at MoEngage - an insights-led customer engagement platform that can analyze customer behavior and engage them with personalized communication across the web, mobile, and email. MoEngage is a full-stack solution consisting of powerful customer analytics, AI-powered customer journey orchestration, and personalization - in one dashboard.
Positioning is an evergreen B2B marketing topic. Technical founders often go down the route of marketing their product based on the features and benefits without taking into account what matters most - the customer's voice. 
The best way to hear the customer's voice is surveying. In the most recent surveys at MoEngage, Aditya has been focusing on figuring out what channels they use most in cross-channel marketing and which channels are truly effective for his clients. He recommends always to ask about effectiveness, as that will typically be the north star that you can use to cater your messaging around. 
An omnichannel approach is great in theory, but with the maturity of online platforms people expect to consume content that is catered to them. Before creating, you need to put in some serious time into understanding where your customers natively reside, what formats they prefer and what a truly native experience feels like. Aditya recommends that you figure out a few platforms and formats that are your best bets and then focus on how to drive customer engagement.
Tune into the full episode to learn how to master positioning!
Connect with Aditya - https://www.linkedin.com/in/adityavempaty/
Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/
Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/


(01:47) - Aditya Vempaty’s Background

(05:34) - How to approach product positioning

(08:24) - Building B2B marketing surveys

(12:35) - Identifying the true level of pain

(15:28) - How to develop converting B2B content

(18:48) - Building your B2B content funnel

(22:07) - B2B Content distribution

(23:49) - The value of B2B influencers

This episode continues the conversation with Chris Walker -  Executive Chairman of Refine Labs and CEO of Pasetto - a GTM Strategy Consultancy that helps B2B Executives identify and execute against their highest priority growth levers with confidence and clarity. He’s also the host of B2B Revenue Vitals - one of the most beloved podcasts in the B2B revenue ethos.
Chris brings up the statistic that 50% of revenue is typically budgeted towards your go-to-market motion, which most of the time leads to about 1/5th of that being recouped in ARR. This shouldn’t be the case, as without a constant stream of venture capital this model is unsustainable. His solution is to opt in for signal based go-to-market - a new category that looks at capturing buying signals, which allows you to identify who's in-market (or who's about to be), prioritize accordingly, and take action with context.
The Go-To-Market paradigm shift that Chris recommends is a pretty simple concept - stop your sales team from talking to people who are never going to buy. The idea of signal analytics and signal-based go-to-market as a whole is to have accurate data that indicates the probability of someone buying your product without wasting sales resources, and reducing your dependency  on the skill of the salesperson.
Chris’s new company, Passetto, is creating a new category - signal analytics. They’re focused on figuring out which signals are worth using to trigger different events in the funnel and dissecting data to achieve a higher level of go-to-market efficiency. Their core focus right now is to make sure you’re aware of the things that are NOT working and to battle B2B data survivorship biases, which have led profitable companies to overspend on inefficient aspects of their GTM motion.
Tune into the full episode to learn more about signal-based go-to-market!
Connect with Chris - https://www.linkedin.com/in/chriswalker171/
Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/
Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/


(01:22) - Getting to profitable, efficient growth

(02:56) - Signal-based Go-To-Market

(05:20) - Categorizing B2B signals

(06:31) - Figuring out the right signals

(09:51) - How to implement signal-based GTM

(12:38) - The problem with Account-Based Marketing (ABM)

(14:31) - The adoption problem

(18:36) - The road to appropriate GTM ROI

(20:56) - Why Chris started Passetto

(00:00) - Chapter 10

B2B has recently been obsessed with the word “dead”.
Cold calling. Email marketing. Blogs. Interview based podcasts. You name it - someone’s made a case on a LinkedIn post that it’s dead and discouraged many from strategies that have worked for seemingly forever.
Truth is - in 2024, the word “dead” is more relevant than ever when used to refer to methodologies that were once defining the B2B revenue landscape.
Between the downfall of free venture capital, the steady rise of AI and the macroeconomical state of the world, what worked yesterday no longer works today. Or possibly it never worked in the first place - you just didn’t need to pay attention when the times were good.
Today’s guest is Chris Walker - Executive Chairman of Refine Labs and CEO of Pasetto - a GTM Strategy Consultancy that helps B2B Executives identify and execute against their highest priority growth levers with confidence and clarity. He’s also the host of B2B Revenue Vitals - one of the most beloved podcasts in the B2B revenue ethos.
For the last few years, Chris has been one of the rare voices in B2B that’s called out companies on their ineffective spending habits and tried to push the market towards data-driven thinking. He challenges B2B companies to make transformational changes to their go-to-market motion instead of trying to incrementally improve outdated models that simply don’t work.
Tune into the full episode to learn how to build a modern B2B go-to-market playbook!
Connect with Chris - https://www.linkedin.com/in/chriswalker171/
Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/
Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/


(02:14) - The Chris Walker method of revenue

(04:41) - How to find the right accounts to sell to

(06:52) - How B2B buyers make decisions

(10:04) - The right way to sell B2B

(11:57) - Demand creation vs demand capture

(13:24) - The modern B2B sales motion

(14:27) - Predictable revenue is dead

(17:35) - Why your GTM budget is wrong