Organic traffic is falling, but website conversions are soaring. This is the new reality of B2B marketing, and most teams are getting it wrong. In this episode, François Bohyn, CRO of Prismic, reveals why the “death of the website” is a myth and how to re-architect yours to dominate in the age of AI.

►► Stop guessing and start converting. Let’s build your new website strategy: https://foursets.com/

We’re not talking hypotheticals. François unpacks the data showing why your highest-converting leads will now come directly from AI search. He explains how to build your site for two masters (your customers and the crawlers), why you must un-gate your best content to win with AI, and how to stop chasing keywords and start owning entire “semantic spaces.”

This episode is a masterclass in modern website strategy. You’ll learn why your slow website is effectively invisible to AI, how to finally align your marketing and dev teams, and why “pipeline generated” is the only website metric your CEO will care about from now on. Stop optimizing for yesterday’s internet. This is your guide to winning today.

ABOUT OUR GUEST:
François Bohyn is the CRO of Prismic, a headless CMS for modern B2B teams focused on speed, flexibility, and performance. His work sits at the intersection of AEO, ABM, and building the website as a core piece of marketing infrastructure.

► Follow François on LinkedIn: LinkedIn

CONNECT WITH US:

► Need help with your B2B website strategy? Visit our website: Foursets
► Follow Nick Rybak on LinkedIn

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Leave a comment below: What’s the biggest website myth you’re tired of hearing?

#B2BMarketing #WebsiteStrategy #AEO #AIinMarketing #HeadlessCMS #DigitalMarketing #ZeroClick

Are your marketing and sales teams still flying blind, blasting the same message to everyone and hoping something sticks? This is the GTM playbook that replaces guesswork with precision. In this episode, William Wickey, Head of GTM at Deal Intelligence, reveals how to build a go-to-market strategy based on real-time buyer signals.

►► Ready to build a marketing asset that brings clients to you? Let’s talk: https://foursets.com/

This isn’t theory. William provides a field-tested framework for identifying the exact moment a buyer enters a purchasing cycle. We break down the crucial difference between a real “signal” and a useless “score,” the hierarchy of intent data (from first-party gold to third-party noise), and how to use powerful buyer signals without being a “creepy stalker.”

You’ll learn the 4-ingredient recipe for a perfect buying signal (Account Fit, Contact Fit, Context, and Timing) and discover the single most powerful signal you can find on LinkedIn today. William explains why “data is a commodity, but observation is your advantage” and provides a new way to think about ROI for intent data that will change how you allocate your budget. If you’re ready to stop wasting time on cold accounts and start engaging buyers with perfect timing, this episode is your new GTM manual.

TIMESTAMPS:

00:00 - Are You Flying Blind with Your GTM Strategy?
02:28 - Signal vs. Score: Stop Buying Black Box Intent Data
04:05 - The Hierarchy of Buyer Signals (From Best to Worst)
10:06 - Why You Should Build Your Own “Feeds of Intent”
14:04- Data is a Commodity, Observation is Your Advantage
23:09 - The “Don’t Be Creepy” Rule for Using Signals in Outreach
29:09 - Start Narrow & Stack: The Right Way to Scale with Signals
30:40 - How to Calculate the ROI of Intent Data (Like You Do for Ads)
34:54 - The 4-Ingredient Recipe for a Perfect Buying Signal
37:19 - Forget the Buzzwords, Build This GTM System for the Future

ABOUT OUR GUEST:
William Wickey is the Head of Go-to-Market at Deal Intelligence, a platform that provides competitive intelligence signals for B2B teams. He is an expert in building and scaling signal-based GTM strategies that focus on timing and precision to drive revenue.

► Follow William on LinkedIn: https://www.linkedin.com/in/williamwickey/

CONNECT WITH US:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: https://www.linkedin.com/in/nickrybak/

Subscribe to the B2B Marketing Flywheel for more no-bullshit marketing strategies from founders and experts in the trenches.

Leave a comment below: What’s the most powerful buying signal you’ve ever acted on?

#B2BMarketing #GTM #GoToMarket #IntentData #DemandGeneration #SalesSignals

Why does performance marketing feel like a money pit for most B2B companies? This episode delivers the playbook to fix it. We go deep with Emil Petkov, the Head of Marketing at Pemo, who scaled the B2B fintech from $0 to over $10M ARR in under 3 years, with 80% of revenue driven by performance channels.

►► Ready to build a predictable and scalable lead engine? Let’s talk: https://foursets.com/

This isn’t just another high-level talk about “being data-driven.” Emil shares the exact, in-the-trenches tactics that work. We break down the “Rule of 8,” a simple formula to calculate your minimum daily ad budget and stop burning cash. You’ll learn how to win the “our C-suite audience isn’t on TikTok” argument with your stakeholders and see why their first and biggest acquisition driver was a bet on performance video from day one.

We also explore the fine line between “fun” content and content that actually converts, and why a corporate card in an ice cube outperformed every beach-themed ad during the hot UAE summer. Emil reveals the most dangerous vanity metric that paralyzes marketing teams (hint: it’s not what you think) and draws a clear line on where to use AI for stunning visuals and where it will destroy customer trust. If you’re tired of unpredictable results from paid ads, this is your masterclass in building a real revenue engine.

TIMESTAMPS:

00:00 - The B2B Performance Marketing Problem
02:51 - The #1 Growth Driver to Scale from $0 to $10M ARR
06:22 - How to Win the “Our Audience Isn’t on TikTok” Argument
13:28 - The Fine Line: When “Fun” Content Fails to Convert
15:50 - Your First Marketing Hire: The Foundational Mistake Most Startups Make
18:55 - The “Rule of 8”: A Simple Formula for Your Minimum Ad Budget
34:34 - The “Ice Cube” Strategy: Give Them What They Crave, Not What They Expect
42:05 - Using AI in Ads: Where It Shines and Where It Destroys Trust
47:22 - Why Most B2B Landing Pages Fail to Convert Paid Traffic
52:00 - The Most Dangerous Vanity Metric in Performance Marketing
56:10 - The B2B Performance Marketing Playbook for 2026

ABOUT OUR GUEST:
Emil Petkov is the Head of Marketing at Pemo, a UAE-based fintech company. He is a performance marketing expert who specializes in building scalable acquisition engines for B2B companies. His video-first, creative-driven approach was instrumental in scaling Pemo from zero to over $10M in ARR in less than three years.

► Follow Emil on LinkedIn: https://www.linkedin.com/in/emil-petkov-76646a52/

CONNECT WITH US:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: https://www.linkedin.com/in/nickrybak/

Subscribe to the B2B Marketing Flywheel for more no-bullshit marketing strategies from founders and experts in the trenches.

Leave a comment below: What’s the biggest challenge you face with your paid ad campaigns?

#B2BMarketing #PerformanceMarketing #PaidAds #MarketingStrategy #LeadGeneration