Hi! This is Moby.

B2B marketing is hard, especially when you’ve crossed the $1M+ mark and need to scale.

There’s way too many options. Which one should you choose?

My POV: Pick 1-2, and go all in.

So let’s talk about picking a channel.

In this email, you can expect:

Enjoy!

P.S. My live session How to Get B2B Leads with LinkedIn Ads on 2/24 is now Sold Out! If you would like to join fellow B2B peers, you might like Peer Roundtable: What’s Working for You on LinkedIn?

When prospects are looking for solutions:

- They ask AI
- They ask peers
- They use their memory

And the harsh truth is:

LLMs will not recommend you if your brand isn’t on SEO/AEO/Reddit/Youtube.

Peers will not recommend you if you don’t have a reputation.

Prospects won't remember you exist if you haven’t shown up in their feeds.

For your brand to get to a prospect’s shortlist, you'll have to make investments way before the ROI comes.

You need to invest in showing up in front of prospects BEFORE they’re in a buying cycle.

Because most buyers are NOT ready to buy right now:

It reminds me of an old sales rule, which is true for B2B marketing and sales in general:

Unless you’re a VC-backed startup which has to get more and more market share at all costs, marketing is simple (but not easy):

Instead of choosing 10 channels/activities to half-ass, go all into 2-3. Go an inch-wide, and a mile deep.

The best time to do this was years ago. The next best time is today:

It all starts with deciding your channels, and executing in them as much as possible over a reasonably long period of time.

And you don’t have to have perfect execution.

You just have to be directionally correct for a long enough period of time.

But the issue is still:
- Things take time
- People trust slowly
- The bigger the payoff, the longer leads take to come in

So it’s not just deciding what to focus in, it’s sticking with it.

EVERY channel takes time and effort to start getting ROI, and those who get distracted lose all the benefits.

We all know this story:

I would be lying if I say “I, sitting here having not talked to you, know exactly what you should do and I can tell you my recommendations are 100% true and accurate”

However, I can still share my opinions on different channels👇👇👇 based on what I’ve seen in companies $0M - $300M

(reminder: choose 1-3 only, and go all in)

Your early business and referrals will almost always come from your past contacts, new people you hustle to meet, and showing up in people’s lives.

Make a list of everyone you know. Hit them up for a catch-up, and tell them what you’re offering.

And it works:

Events and conferences are f*cking fantastic to meet prospects, but they’re not cheap.

Being an attendee works when you’re hustling, but being an exhibitor is valuable as well.

For example, I’m going to the following in the next couple of weeks:

If you can afford to go to conferences where your market goes to, it’s worth it.

Content creation is always always a good idea, and something you should be doing at every stage of the company.

Pick whatever platform you’re most comfortable with, and just post as much as possible (up to 1/day).

I wrote How to Build a Brand on LinkedIn here to help.

Just don’t do too many platforms at once.

Paid ads can scale revenue but only when you comfortably have the $$ to spend.

I don’t recommend ads before you’re at $1M ARR.

And if you’re going to do it, do it in-house if you have someone skilled doing it.

Otherwise, hire it out.

I run ads for companies, but you already knew that ;)

Here are a few things I wrote to help:

Youtube is interesting and a good long-term inbound play.

If you’re doing it yourself, it’s going to take most people a long time to see inbound. But it does compound.

I would work with an agency who only does Youtube, and let them handle the topics, editing, SEO, and posting.

I plan to do that next year, and will be calling Samu from KS Media.

SEO is a slow-chipping away activity worth doing, but not to overthink.

When optimizing your site, it’s best to do it in-house. AI can help figure that out with you.

But when you want to do it well, it’s best if you:

AI SEO (AEO) makes sense to invest these days.

Jess Lytle wrote The Two-Part System for Ranking #1 in AI Answers, and it’s pretty good.

I can’t claim to know anyone who does it super well, so can’t recommend someone.

PR is hard to do without a seasoned professional.

Getting on the right publications is a matter of who you know more than what you do.

If you’re just starting out, I would do it yourself if that coverage gets you ROI. Most times, it works when you’re raising because investors like an “important” company.

If you want to take it seriously and willing to hire it out, I would talk to Sarah Snyder.

If you’re going to go after the big big leagues (national TV),Jenn Gooding from Narwhal Media Group is the best in the biz.

Email Marketing is great for lead reactivation and making more money.

You should be emailing your list at least 2x/month. Your list will make you money.

Newsletters are VERY underrated for building trust at scale.

What you’re reading now is a newsletter. It works. I took a class by Ethan Brooks on how to do this well.

Community Building is super interesting, but lots of work.

If you’re targeting a very specific persona, building a community around those people allows you to built trust at scale.

But communities are hard to grow and hard to maintain. Do not do unless you’re willing to commit to it for 3 years.

Cold Outreach works in small batches for target accounts, but not large mass emails.

The days of emailing 10,000 people a week are over. AI and tools like Clay/Smartlead makes it too easy.

If you do this, it’s best to do by training your salespeople to pick target accounts and reach out in batches.

Speaking engagements are underrated, but highly valuable.

If you can do this at all, I would 100% do it.

You can do it yourself, or hire a speaker agency to do so.

If you’re already doing this, great. You can figure how to monetize it more by talking to Shari Alexander.

My live session, How to Run Successful LinkedIn Ads for B2B SaaS and Services, is now sold out.

Next up: I’m getting 15 B2B founders and marketers together for Peer Roundtable: What’s Working for You on LinkedIn?

The idea is for us to get together and share what’s working for us.

It’s also free to attend. Register here before slots fill up.