In this high-impact episode of Building in Public, the hosts dive into their Q1 performance—revealing how they aimed for 30 new clients and ended up closing 31. They unpack the lessons learned from doubling their marketing spend, crafting a resonant market message, experimenting across platforms like LinkedIn and YouTube, and refining performance metrics. This episode is a must-listen for B2B marketers, founders, and content strategists seeking to scale sustainably and authentically.

David (Host) – A seasoned fractional CMO with experience working across nearly 300 B2B companies. David shares insights from his growth consultancy work and leads the conversation around strategic marketing, content, and operations in a fast-scaling agency.

• A strong market message and unique point of view can 10x marketing effectiveness.
• Doubling marketing spend doesn’t guarantee better metrics—but maintaining performance while scaling spend is a big win.
• Content should align with platform and format for maximum resonance.
• YouTube is an untapped goldmine for B2B lead generation—every lead from YouTube converted this quarter.
• Engagement on LinkedIn (comments, conversations, networking) is just as important as content creation.
• Measuring engagement rate, not just impressions, reveals content performance.
• The content is the strategy; paid ads are simply a distribution booster.

The team aimed to sign 30 new clients and closed 31 (29 confirmed on the scorecard, 2 additional off-record). They consider this a win with room for optimization in Q2.

Maintaining key marketing metrics while doubling spend, and validating the importance of a unique market message that drives performance across cost per lead, deal size, and retention.

By uncovering inherent uniqueness already present within a business and articulating it clearly. It can't be faked—authenticity and thought leadership are essential.

Quantitatively: more engagement, leads, and revenue. Qualitatively: comments, mentions in calls, and that gut feeling of alignment.

They test content pillars in various formats (videos, carousels, memes), post organically, and iterate based on data.

Same message and format from LinkedIn didn’t resonate. Platform-specific tweaking led to 100% conversion from YouTube leads once fixed.

Crucial. Active engagement boosts algorithm reach and accelerates lead conversion. Comments and connections matter.

Engagement rate = engagements ÷ impressions. High impressions alone don’t prove resonance; it's the engagement that counts.

Content is the strategy. Ads are used to scale distribution of what’s already working organically. Great content must come first.

Maintaining spend, improving processes, reducing cost per lead/demo, tweaking sales operations, and evolving content strategy with more team involvement.

Discussion around Q1 goals and client acquisition performance.