Is your cold outreach hitting a wall? You're not alone. In this episode, Michael Maximoff of Belkins reveals the hard data: B2B outreach reply rates have plummeted from 10% to a painful 1-2%. We unpack the real reasons why AI and cheap tools have made the old playbook obsolete, and what your go-to-market team MUST do to succeed in 2026.

In this deep-dive conversation, Michael Maximoff, co-founder of one of the world's top outbound agencies, shares insights from millions of emails sent every month. We move beyond the hype to deliver a masterclass in modern B2B marketing. You'll learn why "generating leads while you sleep" is a myth and how to build a sustainable revenue engine through strategic brand building and data-driven validation.

We also break down the "Upside-Down Funnel," a game-changing framework for using outreach as a market research tool to validate your messaging before you spend your budget. Michael shares a controversial take on why 80% of companies should move their SDRs from Sales to Marketing to fix a broken process and stop burning leads. If you feel like you're grinding with no results, this episode is the reality check you need.
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about our guest:

Michael Maximoff is the co-founder of Belkins, a leading B2B appointment-setting agency that has helped over 1,000 clients scale their revenue. He is an expert in go-to-market strategy, cold outreach, and building modern revenue teams.

► Follow Michael on LinkedIn: / michael-maximoff
► Check out Belkins: https://belkins.io/

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connect with us:

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

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