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/

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