『Safe Doesn't Scale』のカバーアート

Safe Doesn't Scale

Safe Doesn't Scale

著者： David Walsh
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概要

 "What's the ROI?" Those three words kill more creative marketing ideas than bad execution ever will. Not here. Safe Doesn't Scale is a weekly podcast for marketing and growth leaders. We’ll be interviewing Heads of Marketing, Unicorn Founders, and Revenue Leaders at B2B companies to prove that the riskiest marketing campaigns drive the biggest returns. While brands are burning $500K on LinkedIn ads that are generating zero demos, there’s someone out there who closed a $2M deal they sourced from a meme. Host David Walsh, Founder of Limelight, breaks down real examples from brands spending less and converting more by leaning into creator-led growth, unconventional distribution, and campaigns that make traditional marketers panic. You’ll learn: How growth leaders sell “unsafe” ideas to the C-suite How to attribute sales pipeline to content, creators, and social signals Why the campaigns that feel uncomfortable often drive the most revenue No e-book downloads. No buzzwords. This show is for marketers with a chip on their shoulder who are tired of playing it safe. We celebrate the campaigns that make legal sweat and sales teams crush quota. Because marketers who don't take risks won't exist in 2027.Copyright 2026 David Walsh マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • STOP Running 30-Day Tests: The Case for Quarterly Contracts (with Justin Levy from ZoomInfo) | Ep. 5

    STOP Running 30-Day Tests: The Case for Quarterly Contracts (with Justin Levy from ZoomInfo) | Ep. 5
    2026/03/12
    B2B marketing is stuck in a loop of diminishing returns, with companies continuing to blast tired email lists and buy contacts, ignoring the massive shift toward human-led growth. The "safe" bet of traditional outbound is actually the riskiest play in 2026 because buyers have tuned out the noise. Real scale now comes from borrowing the trust that creators have already earned.ㅤHost David Walsh sits down with Justin Levy to dismantle the myth that influencer marketing is just for brand awareness. They discuss how a properly architected creator program can outperform entire marketing departments in driving a qualified pipeline. Justin shares the exact playbook he used to scale ZoomInfo's influencer program from a pilot to a multi-million dollar revenue engine.ㅤHe breaks down the math behind replacing expensive ad spend with trusted voices and why "safe" metrics like impressions are useless without revenue attribution. Justin also details his "calculated risk" approach to budgeting: how he secured funding by guaranteeing registration numbers that traditional channels couldn't match.ㅤGuest BioJustin Levy is a veteran B2B marketing executive with over 20 years of experience leading social and influencer programs. He most recently served as the Director of Social Media & Influencer Marketing at ZoomInfo, where he built their creator program from the ground up to drive millions in pipeline. Previously, he held leadership roles at Demandbase, ServiceNow, and Citrix. Justin is also the author of Facebook Marketing and a sought-after speaker on the intersection of community and revenue.ㅤWhat We CoverThe failure of traditional B2B: Why companies revert to spamming email lists despite data showing the creator economy is exploding and outbound efficiency is plummeting.Front-loading budget: How Justin secured budget for a major virtual event by guaranteeing and delivering 50% of the registration goal using only a handful of creators.Revenue over reach: The importance of tracking full-funnel metrics like pipeline and ACV rather than vanity metrics like likes or impressions to prove value to the C-suite.The efficiency of creators: How a small group of 18-20 influencers generated 30% of all event leads, outperforming massive traditional marketing efforts.Niche vs. Macro: Why creators with 4,500 followers often deliver better ROI and engagement than those with 450,000 followers who have suffered from audience drift.Testing frameworks: Why 30-day "pay per post" tests fail and why a 3-month partnership minimum is necessary to get valid data and build a relationship.Qualitative metrics: Evaluating creators based on responsiveness, adherence to briefs, and "ease of work" rather than just the quantitative numbers.Diversifying platforms: Moving beyond LinkedIn to include YouTube, Newsletters, and TikTok to reach audiences where they actually consume content.Attribution modeling: Using tools to track engagement from executive and influencer posts all the way to closed-won revenue to justify budget increases.Segmenting for value: How ZoomInfo didn't just look at lead volume but analyzed how many influencer-generated leads were "upmarket" enterprise accounts.ㅤResources MentionedZoomInfo - The go-to-market platform where Justin built and scaled his revenue-first influencer program.Limelight - The B2B influencer marketplace and tracking platform used by ZoomInfo to attribute creator content to revenue.Goldman Sachs Creator Economy Report - Referenced statistics on the rapid acceleration and value of the creator economy.ㅤSafe Doesn't Scale is hosted by David Walsh, founder of Limelight. New episodes drop weekly.
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    40 分
  • GEO Is What SEO Was in 2005 🚀 The Window Is Open Right Now (with Jason Patel from OpenForge AI) | Ep. 4

    GEO Is What SEO Was in 2005 🚀 The Window Is Open Right Now (with Jason Patel from OpenForge AI) | Ep. 4
    2026/03/05
    Traffic is down 10-30% across nearly every B2B company. And yet you still can't afford to stop creating content. That's the paradox at the center of this conversation - and the tension that makes it worth your time.ㅤDavid Walsh sits down with Jason Patel, CEO and co-founder of OpenForge AI, to break down why top-of-funnel content is dying, what to do instead, and why the companies ignoring GEO and AEO right now are going to regret it. This is the SEO-in-2005 moment, and most marketing teams are still asleep.ㅤJason draws from conversations with roughly 2,000 companies, two founder journeys, and a bootstrap exit to lay out a practical, no-fluff framework for getting your brand seen by AI search engines. He also gets personal about the mistakes that cost him money, time, and margin early on - and what he's doing differently this time around.ㅤGuest BioJason Patel is the CEO and co-founder of OpenForge AI, a platform of AI agents that helps businesses grow their brand visibility on AI search engines and outrank the competition. Before OpenForge AI, Jason built and sold an edtech company, running a bootstrapped SEO operation that consistently outranked competitors who had raised $40 to $60 million. He exited that company in August 2023. He's also a Brazilian Jiu-Jitsu brown belt.ㅤWhat We CoverWhy top of funnel content is dying: Jason explains how AI systems like ChatGPT, Gemini, and Perplexity have no incentive to cite generic informational content - and what that means for your traffic right now.The content paradox: The top of the funnel is being automated and subsumed by AI, yet you still can't afford to stop creating content. The answer is to shift the focus to commercial and transactional intent queries instead.The BLUF Method and liftable content: Jason breaks down the Animalz Bottom Line Upfront (BLUF) framework and explains why content that teaches AI something new through information gain is what actually gets cited.The SAFE framework for content structure: Straightforward, Actionable, Functional, Executable - a practical system for writing content that works for both human readers and AI systems.How Jason bet on YouTube in 2019 while in debt: With JP Morgan Chase credit cards as his first investor, Jason went all in on YouTube while his venture-backed competitors sat it out - and YouTube became 20 to 30% of his pipeline by acquisition.The real lesson from undercharging: Jason reflects on pricing too low, not paying himself enough, and how trying to be liked cost him margin, flexibility, and optionality for years.Why GEO is the SEO of 2005: The window to get ahead of this is open right now. Jason explains how to start with zero budget - just ChatGPT and the right questions - to find where your industry is getting cited.Creator content and LLM citations: Brands running creator content programs are already seeing their posts cited in LLMs. Jason explains why trust-based, high-conversion audiences matter more than raw reach in the AI era.ㅤResources MentionedOpenForge AI - Jason's platform for GEO and AEOAnimalz - Content marketing company that developed the BLUF (Bottom Line Upfront) methodG2 - B2B software review platform mentioned as a key citation source for SaaS brandsSEMrush - Referenced as a major player in the SEO space, recently acquired for approximately $2 billionChatGPT - Used throughout as the primary example of AI search behaviorGemini - Mentioned alongside ChatGPT as a competing AI search platformPerplexity - Named as one of the AI systems summarizing and replacing top-of-funnel contentCrunchbase - Referenced in the context of investor outreach automationsLovable - Mentioned as an example of how fast competitors can now replicate software featuresBrian Chesky of Airbnb - Quoted on ruthless compassion in business decisionsLimelight - David Walsh's B2B influencer marketplace
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    45 分
  • The LinkedIn Algorithm Changed. Most Brands Have No Idea. (with Mark P. Jung, Known) | Ep. 3

    The LinkedIn Algorithm Changed. Most Brands Have No Idea. (with Mark P. Jung, Known) | Ep. 3
    2026/02/26

    Everyone is chasing AI efficiency. Fewer people are talking to their customers. That gap is where brand moats are built right now - and the companies that figure it out before everyone else wakes up are going to win the next decade of B2B marketing.

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    David Walsh sits down with Mark Jung, founder of Known, to break down what's actually broken in B2B content, how LinkedIn's algorithm has fundamentally changed, and why the brands that get emotionally close to their audience will be on every buyer's day one list when it matters. Mark has driven over 1 billion organic LinkedIn impressions across hundreds of B2B brands. He is, in David's words, the LinkedIn scientist - and this conversation earns the title.

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    Mark pulls from six years of LinkedIn data, hundreds of brands, and a near-obsessive study of LinkedIn's own engineering papers to explain what's changed, why it changed, and exactly what to do about it. He also gets specific about the mistakes most creators are making right now - and the mindset that separates the ones who compound from the ones who plateau.

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    Guest Bio

    Mark Jung is the founder of Known, a full-service organic LinkedIn agency for ambitious B2B brands. Alongside business partner Daniel Murray of The Marketing Millennials, Mark has driven 1,016,918,065 organic impressions on LinkedIn across 2024 and 2025, grown a combined 2.19 million GTM followers across personal brands and company pages, and scaled to $1M+ ARR in 47 days after launch. Known operates as a stealth agency - they don't name clients - but their results speak for themselves: net-new pages grown from zero to 25,000 followers, brands taken from 2,000 to 50,000+ company page followers, and LinkedIn's Top Startup Award won on behalf of the brands they work with. Mark has spoken at HubSpot's INBOUND and advises a range of B2B startups. He currently lives in the Cayman Islands.

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    What We Cover

    1. Why boring is how you die: Mark's core philosophy from management consulting to SaaS - great marketing doesn't feel like marketing, and the moment it does, you've lost. He explains why brands chasing AI efficiency have traded proximity to their customer for productivity, and why that's a dangerous trade.
    2. The chicken dish at the wedding: Mark's framework for brand positioning. Chicken is safe. Nobody remembers it. Brands that refuse to take a stance, offend their non-ICP, and show up with real conviction are the only ones that build raving fans - and a moat.
    3. Three tips for more authentic LinkedIn content: Be capital-YOU (your lived experience is the one thing AI can't replicate), mine your winning comments using Toyota's Five Whys to find the emotion underneath, and apply the Rule of One - one audience, one key point, one emotion per post.
    4. How LinkedIn's algorithm actually works now: Mark breaks down LinkedIn's shift from separate compute-heavy systems to a unified LLM-based model built around a MoE (Mixture of Experts) architecture - and what that means for how your content gets ranked and distributed.
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    46 分
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