B2B Growth Strategies: Scaling High-Ticket Sales in Q1 2025

Episode Summary

In this episode, David Ellis and Stacey Cruickshanks reveal the exact marketing strategy they're using to achieve 30 high-ticket sales in Q1 2025—double their usual rate. They break down LinkedIn demand generation, content strategy, and paid advertising while answering audience questions about scaling B2B sales.

Whether you're a founder, marketer, or consultant, this episode provides real-world, data-backed insights to help you grow your business.

Guest Profile

David Ellis is a B2B marketing expert specialising in demand generation and high-ticket sales strategies. With extensive experience in LinkedIn advertising, content marketing, and scalable growth systems, David helps businesses drive inbound leads and increase revenue.

Key TakeawaysThe Q1 Goal: 30 High-Ticket Sales

• Target: 30 sales in Q1 2025 (double the usual rate)
• Strategy: Increase marketing spend while maintaining conversion efficiency
• Success Metrics: Cost per demo, customer acquisition cost, and closed deals

Why Share This Strategy Publicly?

• Builds trust and credibility by being transparent
• Helps refine the strategy with real-time feedback
• Positions B2B as an industry thought leader

The LinkedIn Growth Strategy

• 80% of leads come from LinkedIn (organic & paid)
• Focus on demand generation instead of direct selling
• Promote valuable, authority-building content
• Use paid ads to amplify high-performing organic content

The Science Behind Content Creation

• Content should be consistent but not repetitive
• Stick to 4-10 core messaging pillars
• The goal is brand recall—when buyers are ready, they think of you

How to Convert Content Consumers into Sales

• 80% of content should be educational
• 20% should drive action (case studies, testimonials, direct CTAs)
• The less you ask, the more you earn—focus on trust-building

Cold, Warm & Hot Audience Strategy

• Cold audience (40%) → Awareness content
• Warm audience (40%) → Trust-building content
• Hot audience (20%) → Conversion content (case studies, CTAs)

Paid Ads vs. Organic Content

• Organic builds long-term authority but is algorithm-dependent
• Paid ads guarantee visibility and scale successful content
• Best approach? Use both together for maximum impact

Scaling Beyond Organic Content

• Paid ads amplify results and target ideal customers
• Focus on platform-specific content for each channel
• YouTube, Meta, and TikTok require unique content strategies

How Much Traffic Do You Actually Need?

• 250K+ impressions per month are needed for significant impact
• More exposure → More leads → More sales

Advice for Founders New to LinkedIn

• Identify pain points & desired outcomes of your target audience
• Share unique insights to differentiate yourself
• Engage with your audience and start conversations

LinkedIn vs. Google Ads: Which Should You Choose?

• Google Ads: Great for problem-aware buyers who are ready to purchase
• LinkedIn: Best for building brand trust and long-term demand
• Best approach? Use both together—Google for conversions, LinkedIn for demand

Expanding to Other Platforms

• LinkedIn strategy does not translate 1:1 to other platforms
• YouTube requires video-optimized content
• Meta & TikTok can be used for retargeting

How to Reach Out to David

• Connect with David Ellis on LinkedIn for insights & Q&A
• Follow for weekly content on B2B growth...