In this episode of B2B Better, I sit down with Emir, the co-founder and CEO of HockeyStack, to explore the strategies that fueled the company's meteoric rise from zero to 150 customers, including industry giants like ActiveCampaign. Emir shares how HockeyStack transitioned from a product analytics tool to a powerhouse in B2B marketing, embracing pipeline generation as a company-wide mission.

We discuss the evolution from inbound-led growth to the strategic introduction of outbound tactics, the challenges of balancing these approaches, and the importance of fostering a collaborative culture across teams. Whether you're a SaaS founder, a marketer, or just looking for actionable insights on scaling, this conversation is packed with value.

We also cover his view on how LinkedIn influencer marketing is evolving—and why Emir thinks it might soon face diminishing returns.

Plus, you'll hear expert advice on outbound campaigns from Rob at Sopro - from how to build and balance them against an inbound programme.

Episode Highlights

• Emir shares the origins of HockeyStack and how it identified the need to help companies understand customer conversion journeys.
• From inbound to outbound: what prompted HockeyStack to expand its marketing playbook.
• How HockeyStack integrates pipeline generation into every department and creates a company-wide mission.
• Why Emir believes influencer marketing's golden age might be nearing its end.
• Rob from Sopro breaks down the metrics that matter most in outbound campaigns.

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro.

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer.

Visit sopro.io/b2b-better-offer to find out more.

In this episode of B2B Better, I sit down with Alina Vandenberghe, co-founder of Chili Piper, to dive deep into the world of B2B marketing, company culture, and how to strategically align your team for maximum impact.

Alina shares her unique approach to building a thriving company culture, harnessing employee advocacy on social media, and the bold tactics that set Chili Piper apart—like displaying real-time ROI at events.

We also explore Alina’s data-driven methods for generating qualified leads, measuring true impact beyond vanity metrics, and creating a marketing strategy with limited resources that scales sustainably.

To top it off, Vic from Sopro joins us with insights on bridging the gap between sales and marketing for seamless success.

Whether you're an entrepreneur, marketer, or just looking to understand the power of alignment and strategy, this episode is packed with actionable takeaways on driving measurable growth.

Links & Resources:

• Alina Vandenberghe on LinkedIn
• Victoria Heyward on LinkedIn

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro.

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer.

Visit sopro.io/b2b-better-offer to find out more.

In this episode of B2B Better, I’m joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, to discuss assumptions in B2B marketing.

We discuss how unchecked assumptions can derail even the best marketing strategies and why balancing data, intuition, and critical thinking is the key to long-term success. Billy shares insights from Publicis Pro’s latest report on SMB marketing challenges and myths, while we explore real-world examples of how businesses can overcome misguided assumptions to achieve better results.

We also talk about the importance of blending quick fixes with long-term strategic thinking and how to recognize when you’re relying too heavily on assumptions in your demand-generation efforts.

This episode has actionable takeaways for any marketer or business owner looking to challenge the status quo and make smarter decisions.

Links & Resources:

• Publicis Pro’s SMB Marketing Report
• Billy Hamilton-Stent on LinkedIn

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro.

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer.

Visit sopro.io/b2b-better-offer to find out more.