Building In Public With David Ellis podcast

41:26

Episode Summary In this episode, David Ellis and Stacey Cruickshanks reveal the exact marketing strategy they're using to achieve 30 high-ticket sales in Q1 2025—double their usual rate. They break down LinkedIn demand generation, content strategy, and paid advertising while answering audience questions about scaling B2B sales. Whether you're a founder, marketer, or consultant, this episode provides real-world, data-backed insights to help you grow your business. Guest Profile David Ellis is a B2B marketing expert specialising in demand generation and high-ticket sales strategies. With extensive experience in LinkedIn advertising, content marketing, and scalable growth systems, David helps businesses drive inbound leads and increase revenue. Key Takeaways The Q1 Goal: 30 High-Ticket Sales Target: 30 sales in Q1 2025 (double the usual rate) Strategy: Increase marketing spend while maintaining conversion efficiency Success Metrics: Cost per demo, customer acquisition cost, and closed deals Why Share This Strategy Publicly? Builds trust and credibility by being transparent Helps refine the strategy with real-time feedback Positions B2B as an industry thought leader The LinkedIn Growth Strategy 80% of leads come from LinkedIn (organic & paid) Focus on demand generation instead of direct selling Promote valuable, authority-building content Use paid ads to amplify high-performing organic content The Science Behind Content Creation Content should be consistent but not repetitive Stick to 4-10 core messaging pillars The goal is brand recall—when buyers are ready, they think of you How to Convert Content Consumers into Sales 80% of content should be educational 20% should drive action (case studies, testimonials, direct CTAs) The less you ask, the more you earn—focus on trust-building Cold, Warm & Hot Audience Strategy Cold audience (40%) → Awareness content Warm audience (40%) → Trust-building content Hot audience (20%) → Conversion content (case studies, CTAs) Paid Ads vs. Organic Content Organic builds long-term authority but is algorithm-dependent Paid ads guarantee visibility and scale successful content Best approach? Use both together for maximum impact Scaling Beyond Organic Content Paid ads amplify results and target ideal customers Focus on platform-specific content for each channel YouTube, Meta, and TikTok require unique content strategies How Much Traffic Do You Actually Need? 250K+ impressions per month are needed for significant impact More exposure → More leads → More sales Advice for Founders New to LinkedIn Identify pain points & desired outcomes of your target audience Share unique insights to differentiate yourself Engage with your audience and start conversations LinkedIn vs. Google Ads: Which Should You Choose? Google Ads: Great for problem-aware buyers who are ready to purchase LinkedIn: Best for building brand trust and long-term demand Best approach? Use both together—Google for conversions, LinkedIn for demand Expanding to Other Platforms LinkedIn strategy does not translate 1:1 to other platforms YouTube requires video-optimized content Meta & TikTok can be used for retargeting How to Reach Out to David Connect with David Ellis on LinkedIn for insights & Q&A Follow for weekly content on B2B growth strategies Chapters & Timestamps 0:00 – The Power of Giving Value Without Asking 1:09 – The Big Goal for Q1: 30 High-Ticket Sales 2:10 – Why Share This Strategy Publicly? 4:04 – My LinkedIn Strategy (Building Demand) 8:15 – The Science Behind Content Creation 13:06 – How to Convert Content Consumers into Consultations 16:55 – How to Structure Cold, Warm, and Hot Audience Content 20:45 – Paid Ads vs. Organic: What Actually Works? 26:01 – How to Scale Beyond Organic Content 28:07 – The Traffic Volume Needed for Success 29:12 – Advice for Founders New to LinkedIn Marketing 32:46 – Choosing Between LinkedIn and Google Ads 36:49 – Expanding the Strategy to Other Platforms (YouTube, Meta, TikTok) 41:09 – How to Reach Out to David About the Podcast The B2B Growth Podcast is dedicated to scaling B2B businesses through demand generation, content marketing, and paid advertising. Hosted by David Ellis & Stacey, we break down proven strategies to help founders and marketers drive inbound sales. Follow us for weekly episodes on LinkedIn growth, paid ads, and sales strategies. Subscribe & leave a review!…

Building in Public with David Ellis

1
Growing Sales on the Go: How David Ellis is Driving Revenue While on Holiday 20:09

21 days ago20:09

20:09

Episode Summary In this episode of Building in Public , David Ellis and Stacey Cruickshanks discuss the latest updates on their ambitious Q1 goal: securing 30 new sales. Joining from the French Alps while on a two-week snowboarding trip, David shares how he balances work and time off, the marketing experiments driving growth, and why his sales process is delivering a 6X return on ad spend. Guest Profile: David Ellis David Ellis is a B2B growth strategist and founder with a strong track record of scaling businesses through demand generation and high-converting marketing funnels. His expertise lies in helping companies build predictable revenue streams through strategic marketing investments. Key Takeaways How David Balances Work and Snowboarding Works remotely while maintaining productivity Stresses the importance of setting clear boundaries for work and personal time Scaling Sales: The Q1 Challenge Goal: 30 new sales in Q1 2025, doubling the usual target Marketing spend has increased proportionally to drive results Early success: £9,000 spend generated £63,000 in revenue (~6X return) The Importance of Infrastructure Before Scaling Scaling too soon without the right infrastructure can damage client relationships Took 18-24 months to refine service delivery before ramping up sales Recent hires and process improvements now allow for expansion Sales Metrics and Conversion Insights 31 sales calls booked in January 7 new sales closed, with additional prospects still in the pipeline High show-up rate (90-95%) due to effective lead qualification 40-50% close rate, which suggests pricing may even be too low Marketing Experiment: Skipping the Website Switched LinkedIn profile CTA from Visit Website to Book a Call Early results show a lower cost per demo and increased call bookings Could signal a shift in B2B marketing where direct call booking outperforms traditional website lead nurturing The Role of Data in Decision-Making Primary KPI is cost per demo to track efficiency of marketing spend Sales calls are structured as consultations rather than hard sells Data-driven approach ensures continued optimization of marketing efforts Chapters and Time Stamps [00:00] – Introduction and Episode Overview [00:43] – David’s Remote Work Setup and Snowboarding Routine [01:52] – How David Manages Work and Snowboarding [02:33] – The 30 Sales Q1 Goal and Why Now [04:31] – Building the Right Infrastructure Before Scaling [06:34] – January Sales Performance Recap [08:19] – Understanding Sales Call Quality and Lead Conversion [11:04] – Why David’s Show-Up and Close Rates Are So High [13:16] – The Future of Sales Calls: Will David Step Back? [16:23] – Biggest Lessons Learned from Scaling [18:53] – The LinkedIn CTA Experiment: Skipping the Website [20:05] – The Role of Data in Marketing Decision-Making [21:46] – Should Pricing Increase Given the High Close Rate? About Building in Public Building in Public is a podcast that takes you behind the scenes of scaling a B2B business, sharing real-time insights, experiments, and lessons from the trenches. If you're a founder or marketer looking to grow sustainably, this show is for you.…

Building in Public with David Ellis

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Scaling a B2B Business in Public: Real Numbers, Challenges, and Lessons Learned 28:02

5 weeks ago28:02

28:02

Episode Summary In this seventh episode of Building in Public , David Ellis shares his real-time experience of scaling a B2B business while openly discussing challenges, successes, and lessons learned. Stacey Cruickshanks, Head of Content at beetu.be , joins the conversation, pushing David to dive deeper into sales metrics, marketing spend, and the impact of demand generation. They revisit the ambitious Q1 goal of signing 30 new high-ticket clients and assess progress so far. David explains how their marketing system is performing, what metrics they track, and why he's still personally handling sales calls as the CEO. He also discusses their data-driven approach to increasing ad spend, the challenges of predicting revenue growth, and why their creative strategy avoids direct sales pitches. As part of their commitment to transparency, they announce an upcoming Live Building in Public episode, where listeners can join, ask questions, and engage directly. Guest Profile David Ellis – Founder and CEO, building a B2B business in public. Sharing transparent insights on marketing, sales, and scaling strategies. Key Takeaways At the start of the year, David and his team set a goal to sign 30 new high-ticket clients in Q1, essentially doubling their usual 15 per quarter. They committed to sharing this process publicly, tracking progress, and discussing real results. So far, their marketing system is performing well. They set a target to spend £10,000 per month on marketing but are ramping up gradually. In January, they planned to spend £7,000, generate 26 demo calls, and keep the cost per demo at around £275. By the time of recording, they had 25 demo calls booked and a cost per demo of £277—right on track. The only lagging metric is new sales, though David explains this is expected due to the delay between marketing spend and closed deals. They have already signed five new sales this month, totaling £62,000 in deal value. He remains optimistic that the groundwork laid in January will pay off in the coming months. One unexpected factor has been repeat customers. Several clients returned to purchase additional services, prompting a discussion about whether the goal should be "30 new clients" or "30 new sales." While new customers were the original focus, revenue growth remains the ultimate measure of success. Sales Metrics and Decision-Making David admits he doesn’t have an exact number for his average sales cycle length but knows it varies widely. Some prospects sign up immediately after a demo call, while others take months to return. The benefit of a demand generation approach is that many buyers complete their decision-making process before ever reaching out. In terms of quality, their sales calls have been highly targeted, with a strong show-up rate of over 90%. Unlike traditional lead generation funnels, where up to 30% of booked calls don’t happen, their approach ensures they speak with engaged and qualified prospects. Despite being the CEO, David still handles all sales calls himself, dedicating about 7 hours per week—nearly 25% of his time—to these conversations. He sees this as an essential part of staying close to customers, understanding their needs, and refining their approach. Eventually, he will transition sales calls to a team member, but for now, it remains a priority. To scale effectively, they follow a structured decision-making framework for marketing spend. If cost per demo is below target, they increase the budget significantly. If it's on target, they make smaller adjustments. If it rises above target, they assess creative performance and conversion rates before making changes. Earlier in January, they made a bold move by increasing ad spend by 110% after an initial surge in low-cost demos. However, results slowed in the following week, demonstrating the need for a more gradual, strategic approach. The Creative Strategy That Works One of the biggest lessons David has learned is that the less he directly asks for business, the more sales they generate. Instead of aggressive lead generation tactics, their content is purely educational and insight-driven. This attracts the right audience without the need for hard selling. While this approach may not work for every business, it has proven highly effective for them. When marketing efforts resonate, inbound leads come naturally. The focus remains on delivering value, building credibility, and letting potential customers make their own buying decisions. Live Podcast Announcement For the first time, Building in Public will be recorded live with an interactive audience. On 19 February 2025, listeners will have the chance to join the conversation, ask David questions, and gain deeper insights into the process. Seats are limited, and priority will be given to those subscribed to the Building in Public updates on their website. If spots remain open, they will be announced publicly on LinkedIn. However, given the small and highly engaged community, these seats are expected to fill quickly. Chapters and Time Stamps [00:46] – Introduction & Episode Overview [01:10] – Reviewing Q1 Goals & Scaling Up [03:58] – Marketing Metrics & Performance Analysis [06:35] – Debate: Counting Repeat Clients as New Sales? [07:48] – Sales Cycle Length & Buying Journey Insights [09:38] – Quality of Sales Calls & Show-Up Rates [12:31] – Why David Still Handles Sales Calls as CEO [15:14] – Close Rate & What’s Not Working [18:54] – Data-Driven Marketing Spend Strategy [23:40] – Creative Strategy: Why Less Asking = More Sales [25:31] – Live Episode Announcement & How to Join About the Podcast Building in Public is a behind-the-scenes look at growing a B2B business with complete transparency. Hosted by David Ellis, each episode shares real-time insights, challenges, and strategies for scaling. Want to join the next live episode? Sign up for updates at https://beetu.be/build-in-public-updates . Subscribe, follow, and stay tuned for more in-depth growth insights.…

Building in Public with David Ellis

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How We Plan to Sign 30+ High-Ticket Clients in Q1 2025 29:45

7 weeks ago29:45

29:45

Episode Summary In this episode of Building in Public with David Ellis (Founder of beetu.be ), we break down their ambitious goal of signing 30+ high-ticket clients in Q1 2025. They share the strategy behind their plan, including increasing ad spend, leveraging LinkedIn as their primary marketing channel, and using a demand generation approach over traditional lead generation. We also discuss how beetu.be has evolved as a business, the importance of finding product-market fit, and the role of Unique Useful Insights (UUI) in cold advertising. Plus, they dive into tracking ad performance, preventing ad fatigue, and keeping themselves accountable by sharing progress updates along the way. Meet the Hosts David Ellis – Founder of beetu.be David is a B2B growth strategist and the driving force behind beetu.be, a consultancy that helps businesses scale using demand generation and high-ticket client acquisition strategies. Stacey Cruickshanks – Creative Director at beetu.be Stacey oversees creative strategy at beetu.be, helping businesses craft impactful marketing content that educates and engages their audience. Key Takeaways What is the plan for signing 30+ high-ticket clients in Q1 2025? David and Stacey outline their strategy, including doubling their ad spend, refining their messaging, and optimising LinkedIn campaigns. How has beetu.be evolved as a business? Starting as an SEO agency, beetu.be transitioned into a B2B growth consultancy, refining its services and systems before scaling. What early campaign metrics indicate a strong start? Within the first two weeks of January, ad performance exceeded expectations, with a lower cost per demo than initially projected. What’s the difference between product-market fit and market resonance? Market resonance is about aligning messaging with the right audience, while product-market fit ensures the business can deliver results consistently at scale. Why is LinkedIn the primary marketing channel? With 80% of leads coming from LinkedIn, beetu.be has found it to be the most effective platform for high-ticket B2B client acquisition. How do cold ads and Unique Useful Insights (UUI) drive engagement? Instead of direct selling, beetu.be’s cold ads focus on educational content that builds trust, positioning them as thought leaders in the space. How does beetu.be track ad performance daily and weekly? Key performance indicators (KPIs) such as cost per demo and close rates are monitored to ensure marketing spend remains efficient and scalable. Demand generation vs. lead generation: What’s the difference? Lead generation targets in-market buyers now, while demand generation nurtures relationships by educating potential clients for long-term conversion. Why should businesses focus on value-based, educational content? Rather than hard-selling, beetu.be focuses on delivering insights that build trust, making potential clients more likely to convert when they’re ready. How does accountability play a role in achieving this goal? By sharing regular updates internally and publicly, David and Stacey ensure transparency and continuous learning throughout the process. What insights are shared in the beetu.be newsletter? Subscribers get exclusive behind-the-scenes updates on campaign performance, growth strategies, and learnings before they’re posted publicly. Chapters and Time Stamps [00:00] – How We Plan to Sign 30+ High-Ticket Clients in Q1 2025 [01:01] – Business Evolution and Finding Product-Market Fit [03:55] – Positive Early Campaign Metrics in January [06:00] – Finding Product-Market Fit vs. Market Resonance [10:06] – LinkedIn as the Primary Marketing Channel [14:11] – Cold Ads: Unique Useful Insights (UUI) and Non-Commercial Content [18:26] – Tracking Ad Performance Daily and Weekly [21:28] – Demand Generation vs. Lead Generation Strategies Explained [24:23] – Teaching Clients to Create Value-Based, Educational Content [28:21] – Keeping Accountable: Sharing Progress Updates [29:11] – Newsletter Updates for Results and Insights About the Podcast Building in Public with David Ellis , is a podcast that takes you behind the scenes of B2B growth strategies, marketing experiments, and client acquisition tactics. Hosted by David Ellis from beetu.be , each episode delivers real-world insights on demand generation, scaling businesses, and high-ticket client acquisition. Subscribe to stay updated on their journey and learn proven strategies for your own business!…

Building in Public with David Ellis

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Unlocking Success in Business and Finance: Resilience, Leadership, and Innovation 48:03

14 weeks ago48:03

48:03

Episode Summary In this episode of the Build in Public Podcast , I sit down with Graham Davies, founder and CEO of Addition Finance. From dreaming of a career in professional rugby to reshaping the landscape of finance for startups and SMEs. The discussion covers lessons learned from both sports and business, the challenges of scaling a company, and the importance of technology in modern accounting. Graham’s candid reflections provide invaluable insights for entrepreneurs navigating the complexities of leadership, growth, and innovation in today’s B2B market. If you’re looking for actionable advice and real-world examples of business resilience, this episode is a must-listen. Guest Profile Name: Graham Davies Title: Founder & CEO of Addition Finance Background: Graham’s professional journey began with a pivot from his dream of professional rugby to the world of finance. His passion for automation and innovation shaped his career as he transitioned from traditional accounting roles to becoming a portfolio CFO. Now, as the CEO of Addition Finance, Graham leverages his experience to deliver tech-enabled financial solutions that empower startups and SMEs. Key Takeaways How did Graham’s early passion for sports influence his business mindset? Graham’s experiences on the rugby field and later in rowing taught him invaluable lessons about perseverance, teamwork, and discipline. Resilience: Whether facing setbacks in sports or challenges in business, Graham emphasised the importance of “just showing up.” He likens tough weeks in business to rigorous rowing training, saying, “Just do the training,” even when motivation wanes. Teamwork: Rugby and rowing instilled a deep appreciation for collective effort. In both sports, success relies on every individual executing their role perfectly—a principle that translates seamlessly to building and leading business teams. Adaptability: These lessons not only prepared Graham for a successful finance career but also for the unpredictable nature of entrepreneurship. His ability to pivot and overcome obstacles reflects the mindset he cultivated through years of competitive sports. What are common mistakes startups make with their finances? Drawing from his years as a CFO and portfolio CFO for startups, Graham identified recurring issues that can derail early-stage businesses: Lack of Financial Reporting: Startups often overlook the importance of accurate and timely data, making it difficult to gauge performance or make informed decisions. Growth at All Costs: Venture-backed startups sometimes prioritise rapid expansion without considering whether their spending is generating meaningful returns. Graham cautioned against the "spend it because we’ve raised it" mentality, sharing examples of businesses that deployed capital inefficiently and struggled to raise subsequent funding. Neglecting Efficiency: Graham champions the importance of tracking the ROI of every expense. He urges startups to experiment with small budgets and validate their models before scaling up. What lessons did Graham learn transitioning from CFO to CEO? The shift from managing finances to managing people brought new challenges and opportunities: Building a Team: As a CFO, Graham focused on numbers and processes. As a CEO, his priority became hiring the right people, aligning them with the company vision, and empowering them to succeed. Over-communication: Early in his CEO journey, Graham assumed that once something was communicated, it would naturally stick. He learned that leaders must reinforce key messages repeatedly to ensure alignment. Empathy and Patience: Coming from a systems-driven background, Graham had to develop greater empathy and adaptability when working with people, recognising that business success hinges on team cohesion and morale. What challenges do businesses face when scaling? Scaling requires founders to shift their focus from doing to delegating, a process that is both rewarding and difficult: Letting Go: Founders often struggle to trust others with tasks they used to handle themselves. Graham shared how hiring the wrong people early on reinforced his instincts to micromanage, a habit he had to overcome to focus on strategic leadership. Professionalising the Business: Graham emphasised the need to formalise processes and structures, such as creating employee growth plans and bringing in specialised leaders to handle key areas like technology, operations, and customer success. Balancing Speed with Strategy: He warned against rushing growth without a clear plan, noting that sustainable progress comes from aligning people, processes, and vision. What’s next for Addition Finance? Addition Finance is on the cusp of a major technological breakthrough, with plans to launch fully autonomous bookkeeping features in early 2025. Graham shared his vision for the company’s future: Empowering SMEs: By combining automation with high-quality service, Addition aims to level the playing field for startups and small businesses, providing them with tools once reserved for large corporations. Global Impact: Starting with the UK market, Addition aspires to expand globally, making advanced financial management accessible to businesses of all sizes. Chapters and Time Stamps [00:00] – Welcome and Introduction David welcomes Graham and sets the stage for an insightful discussion. [00:30] – Graham’s Journey to Entrepreneurship From an aspiring rugby player to an innovator in finance, Graham shares his career evolution. [07:25] – Lessons from Sports Graham discusses how rugby and rowing shaped his approach to teamwork and resilience. [10:40] – Common Financial Mistakes in Startups Insights into the pitfalls startups face and the importance of efficient financial planning. [20:55] – Transitioning from CFO to CEO Graham reflects on the challenges and learnings from stepping into a leadership role. [35:48] – The Role of Marketing and Brand A deep dive into brand-building strategies for SMEs and the importance of data-driven decisions. [44:52] – What’s Next for Addition Finance? Graham outlines plans for groundbreaking financial technology to disrupt traditional accounting. About the Podcast The Build in Public Podcast is a platform for entrepreneurs and innovators to share their journeys, offering insights into the challenges and triumphs of building businesses. Hosted by David Ellis, the show emphasises authenticity, actionable advice, and real-world strategies for B2B Growth!…

Building in Public with David Ellis

1
Lessons in Leadership: Scaling a Business the Right Way 48:03

16 weeks ago48:03

48:03

Unlocking Success in Business and Finance: Resilience, Leadership, and Innovation Episode Summary In this episode of the Build in Public Podcast , I sit down with Graham Davies, founder and CEO of Addition Finance. From dreaming of a career in professional rugby to reshaping the landscape of finance for startups and SMEs. The discussion covers lessons learned from both sports and business, the challenges of scaling a company, and the importance of technology in modern accounting. Graham’s candid reflections provide invaluable insights for entrepreneurs navigating the complexities of leadership, growth, and innovation in today’s B2B market. If you’re looking for actionable advice and real-world examples of business resilience, this episode is a must-listen. Guest Profile Name: Graham Davies Title: Founder & CEO of Addition Finance Background: Graham’s professional journey began with a pivot from his dream of professional rugby to the world of finance. His passion for automation and innovation shaped his career as he transitioned from traditional accounting roles to becoming a portfolio CFO. Now, as the CEO of Addition Finance, Graham leverages his experience to deliver tech-enabled financial solutions that empower startups and SMEs. Key Takeaways How did Graham’s early passion for sports influence his business mindset? Graham’s experiences on the rugby field and later in rowing taught him invaluable lessons about perseverance, teamwork, and discipline. Resilience: Whether facing setbacks in sports or challenges in business, Graham emphasised the importance of “just showing up.” He likens tough weeks in business to rigorous rowing training, saying, “Just do the training,” even when motivation wanes. Teamwork: Rugby and rowing instilled a deep appreciation for collective effort. In both sports, success relies on every individual executing their role perfectly—a principle that translates seamlessly to building and leading business teams. Adaptability: These lessons not only prepared Graham for a successful finance career but also for the unpredictable nature of entrepreneurship. His ability to pivot and overcome obstacles reflects the mindset he cultivated through years of competitive sports. What are common mistakes startups make with their finances? Drawing from his years as a CFO and portfolio CFO for startups, Graham identified recurring issues that can derail early-stage businesses: Lack of Financial Reporting: Startups often overlook the importance of accurate and timely data, making it difficult to gauge performance or make informed decisions. Growth at All Costs: Venture-backed startups sometimes prioritise rapid expansion without considering whether their spending is generating meaningful returns. Graham cautioned against the "spend it because we’ve raised it" mentality, sharing examples of businesses that deployed capital inefficiently and struggled to raise subsequent funding. Neglecting Efficiency: Graham champions the importance of tracking the ROI of every expense. He urges startups to experiment with small budgets and validate their models before scaling up. What lessons did Graham learn transitioning from CFO to CEO? The shift from managing finances to managing people brought new challenges and opportunities: Building a Team: As a CFO, Graham focused on numbers and processes. As a CEO, his priority became hiring the right people, aligning them with the company vision, and empowering them to succeed. Over-communication: Early in his CEO journey, Graham assumed that once something was communicated, it would naturally stick. He learned that leaders must reinforce key messages repeatedly to ensure alignment. Empathy and Patience: Coming from a systems-driven background, Graham had to develop greater empathy and adaptability when working with people, recognising that business success hinges on team cohesion and morale. What challenges do businesses face when scaling? Scaling requires founders to shift their focus from doing to delegating, a process that is both rewarding and difficult: Letting Go: Founders often struggle to trust others with tasks they used to handle themselves. Graham shared how hiring the wrong people early on reinforced his instincts to micromanage, a habit he had to overcome to focus on strategic leadership. Professionalising the Business: Graham emphasised the need to formalise processes and structures, such as creating employee growth plans and bringing in specialised leaders to handle key areas like technology, operations, and customer success. Balancing Speed with Strategy: He warned against rushing growth without a clear plan, noting that sustainable progress comes from aligning people, processes, and vision. What’s next for Addition Finance? Addition Finance is on the cusp of a major technological breakthrough, with plans to launch fully autonomous bookkeeping features in early 2025. Graham shared his vision for the company’s future: Empowering SMEs: By combining automation with high-quality service, Addition aims to level the playing field for startups and small businesses, providing them with tools once reserved for large corporations. Global Impact: Starting with the UK market, Addition aspires to expand globally, making advanced financial management accessible to businesses of all sizes. Chapters and Time Stamps [00:00] – Welcome and Introduction David welcomes Graham and sets the stage for an insightful discussion. [00:30] – Graham’s Journey to Entrepreneurship From an aspiring rugby player to an innovator in finance, Graham shares his career evolution. [07:25] – Lessons from Sports Graham discusses how rugby and rowing shaped his approach to teamwork and resilience. [10:40] – Common Financial Mistakes in Startups Insights into the pitfalls startups face and the importance of efficient financial planning. [20:55] – Transitioning from CFO to CEO Graham reflects on the challenges and learnings from stepping into a leadership role. [35:48] – The Role of Marketing and Brand A deep dive into brand-building strategies for SMEs and the importance of data-driven decisions. [44:52] – What’s Next for Addition Finance? Graham outlines plans for groundbreaking financial technology to disrupt traditional accounting. About the Podcast The Building in Public Podcast is a platform for entrepreneurs and innovators to share their journeys, offering insights into the challenges and triumphs of building businesses. Hosted by David Ellis, the show emphasises authenticity, actionable advice, and real-world strategies for B2B Growth!…

Building in Public with David Ellis

1
From Corporate Life to Startup Success: Journey of a Serial Entrepreneur 57:56

18 weeks ago57:56

57:56

From Corporate Life to Startup Success: Journey of a Serial Entrepreneur Episode Summary In this episode, I talk with Ritu Soni Srivastava, a seasoned entrepreneur and the founder of TheLightbulb.ai. Ritu shares her unconventional career path, from the corporate world to entrepreneurship, her experiences building two startups, and valuable lessons learned along the way. The discussion covers the challenges and triumphs of founding startups, strategies for product development, balancing family life with entrepreneurial pursuits, and the importance of process-driven success in B2B environments. Guest Profile Name: Ritu Soni Srivastava Background: Founder of TheLightbulb.ai, former corporate executive, radio jockey, and founder of a health-focused startup acquired by U.S. investors. Experience: 23+ years, split evenly between corporate and startup spheres. Specialisation: B2B product development, consumer insights, emotion AI, and process management. Key Takeaways How Did Ritu’s Journey from Corporate to Startups Begin? Ritu shared her unique career shift from corporate positions at Bharti Airtel to becoming a radio jockey and later, a startup founder. Her dissatisfaction with corporate life and the desire for flexibility after becoming a mother were pivotal in her move to entrepreneurship. What Inspired the First Startup Focused on Weight Loss? Ritu explained how personal struggles with postpartum weight loss motivated her to create a product that could guide others. Despite her initial DIY approach, customer feedback led to crucial iterations that emphasized hyper-personalization and behaviour change. How Did Ritu Adapt Her Leadership Style in Her Second Startup? Having learned from the management challenges of her first venture, Ritu now focuses on overseeing her team without micromanaging. She emphasises building effective processes over obsessing about outcomes and ensures her well-being through defined work hours and team respect. What Lessons Did Ritu Learn About Fundraising and Scaling? Ritu highlighted the pressure of fundraising and the subsequent demands on founders to demonstrate rapid growth. She stressed the need for focus, saying, "Process KPIs should drive behaviour, not revenue KPIs." Why Is Fitness Important to Ritu as an Entrepreneur? Fitness became a mental health anchor for Ritu during high-stress periods. Now a dedicated weightlifter and MMA enthusiast, she finds that fitness instils confidence and resilience, qualities essential for leadership. What Are the Unique Challenges Faced by Women Founders? Ritu candidly discussed the underrepresentation of women in entrepreneurship, with only 2-3% of global VC funding directed to female-led startups. She advocates for perseverance despite these barriers. Chapters and Time Stamps [00:00] – Introduction David welcomes Ritu and sets the stage for the discussion on building in public. [01:06] – Ritu’s Background Ritu recounts her career trajectory from corporate jobs to entrepreneurship. [03:26] – The Decision to Start a Business Post-Motherhood Insights into balancing family life and pursuing a startup idea. [07:16] – Creating a Weight Loss Product The story behind Ritu’s first startup and key product development lessons. [15:14] – Challenges of Scaling and Leadership Shifts Ritu reflects on team growth, funding pressures, and adapting her leadership style. [25:37] – Transition to a Second Startup Exploring lessons from the first venture and implementing new strategies at TheLightbulb.ai. [37:12] – Fitness and Leadership The positive impact of fitness on Ritu’s life and its connection to leadership. [41:08] – Being a Female Founder in Tech Ritu’s perspective on gender biases and the path forward for women entrepreneurs. [50:13] – Journey of TheLightbulb.ai How Ritu’s current venture leverages emotion AI and its evolution in the tech landscape. About the Podcast The Building in Public with David Ellis, focusing on the transparent journeys of entrepreneurs and startup founders. It delves into their challenges, strategies, and insights to offer valuable lessons for anyone building a business.…

Building in Public with David Ellis

1
How to Scale Your B2B Agency - A Raw, Honest Chat with a 10-Year Agency Founder 56:57

21 weeks ago56:57

56:57

In this episode Building in Public with David Ellis, we interview Olly Fawcett, Founder and CEO of 303 London, a creative and performance marketing agency. We dive into 303 London’s 10-year journey, discuss the integration of creative and performance marketing, and share strategies for client acquisition in the ever-evolving digital space. True to the Build in Public approach, Olly doesn’t sugarcoat anything. If you want a real look behind the scenes of running an agency, with all the lessons and hard truths along the way, this is the episode for you. Olly Fawcet Profile Known for his candid, no-nonsense approach, Olly is deeply honest about the challenges of running and scaling a business. He started 303 London with a focus on content creation, but over the years, he’s evolved the agency into a hybrid model that blends creative and performance marketing to drive results for premium and luxury brands. Throughout his decade-long journey, Olly has experienced the highs and lows of rapid growth, learning valuable lessons along the way about scaling too quickly, maintaining company culture, and navigating the increasing competition in the agency world. He’s passionate about the importance of quality creative in advertising and believes in a practical, omni-channel approach to client acquisition. Whether he's sharing insights about winning clients through Instagram DMs or the hard truths about agency life, Olly brings a grounded, transparent perspective to the world of marketing. 10 Key Take-Aways (This Is An AI Generated Summary) 1. How did 303 London evolve over the past decade, and what inspired its growth? Olly shared the journey of starting 303 London in 2013, initially focusing on content creation for theater productions. Over time, the agency expanded into creative and performance marketing. The shift came from recognising that blending high-quality creative with performance-driven strategies was the key to long-term success. Olly emphasised that the ability to adapt to market demands while maintaining a strong creative vision has been crucial for their growth. 2. What client acquisition strategies are most effective for agencies today? According to Olly, an omni-channel approach is essential for sustainable client acquisition. While cold emails, referrals, and in-person events are all effective, the key is combining them for maximum impact. He stressed that no single channel should be relied upon exclusively; instead, agencies should diversify their outreach and ensure they consistently show up in multiple places where potential clients are engaging. 3. How do you successfully integrate creative content with performance marketing? Olly explained that creative is the most important variable for successful advertising. He believes that while performance metrics and data-driven strategies are vital, they need to be supported by strong creatives. The agency has focused on building a seamless ecosystem where creative assets fuel both organic and paid campaigns, ensuring that content connects with the right audiences in a meaningful way. 4. What challenges do agencies face in today’s competitive landscape? Olly highlighted the increasing competition in the digital agency space, with more agencies emerging post-COVID. He explained that clients now have more options, making it harder to stand out. To overcome this, he emphasised the importance of delivering exceptional service and not over-promising on what can be achieved. By staying true to their values and delivering consistently, agencies can navigate this crowded market. 5. How can B2B companies use LinkedIn to boost client acquisition? Olly agrees that LinkedIn is an invaluable platform for B2B businesses, particularly for retargeting. We discuss using LinkedIn ads to stay visible to potential clients who have already interacted with your brand. The focus should be on non-salesy, value-driven content like case studies and thought leadership pieces to build trust and maintain top-of-mind awareness. 6. What are the biggest challenges of scaling an agency too quickly? Reflecting on his own experience of rapid growth, Olly discussed the pitfalls of scaling 303 London too quickly. He noted that growing too fast can lead to a breakdown in company culture, inefficient onboarding, and a diluted sense of identity. The lesson: scaling needs to be done at a sustainable pace, with a focus on maintaining the core values that made the agency successful in the first place. 7. What are your predictions for the next 6 to 12 months in the marketing industry? Olly predicted that content quality will become even more important, with businesses needing to create content that truly resonates with their target audience. He also forecasted a potential decrease in the number of agencies, as those that can’t differentiate themselves may struggle to survive. However, he sees great opportunities for those who can master content marketing and client relationships. 8. How do you create ads that don’t feel like ads? Olly stressed that audiences are becoming increasingly resistant to traditional, sales-heavy ads. To break through the noise, businesses should focus on creating content that feels authentic and provides value. Whether it’s user-generated content, behind-the-scenes glimpses, or storytelling-driven campaigns, the goal should be to engage the audience without coming across as overly commercial. 9. What’s the biggest challenge you’ve faced as a founder? For Olly, the toughest challenge as a founder has been managing the complexities of rapid growth while maintaining the culture and identity of his agency. He admitted that there were times when he felt out of control, with too many new hires and not enough structure. The experience taught him the importance of scaling sustainably and prioritising the well-being of both the team and the business itself. 10. What advice would you give to someone starting a marketing agency today? Olly’s advice for aspiring agency owners is simple: don’t rely on one acquisition channel, stay focused on delivering quality work, and be patient with growth. He emphasised the need for a diversified client acquisition strategy, a strong creative offering, and a commitment to building long-term relationships with clients. Chapters and Time Stamps [00:00] – Introduction and Background of 303 London David welcomes Olly Fawcett, who introduces himself and shares the story behind founding 303 London in 2013. They discuss the agency’s growth and evolution over the past decade. [07:24] – The Evolution of 303 London: Creative & Performance Marketing Olly explains the importance of integrating creative and performance marketing and how 303 London became a hybrid agency focusing on both areas. [13:60] – Client Acquisition Strategies: Omni-Channel Approach & Overcoming Challenges David and Olly dive into the importance of an omni-channel approach to client acquisition. They talk about cold emails, referrals, in-person events, and the role of organic marketing. [18:51] – The Impact of Increased Competition in the Agency Market The discussion shifts to the growing competition in the agency world and how it affects client acquisition and retention. [25:07] – Effective Channels for Client Acquisition: In-Person Events & Referrals Olly shares insights on the power of in-person events and referrals in maintaining long-term relationships with clients. [28:59] – Harnessing the Power of LinkedIn for Organic Marketing The conversation turns to the effectiveness of LinkedIn as a platform for organic marketing, especially for B2B businesses. [29:16] – Retargeting on LinkedIn for B2B Companies Olly emphasizes the importance of retargeting on LinkedIn and how it helps B2B companies stay top-of-mind for potential customers. [30:08] – Challenges of Scaling Too Quickly Olly reflects on the difficulties of rapid scaling and the lessons learned about maintaining company culture and managing growth effectively. [31:07] – Winning Clients Through Instagram DMs Olly shares a personal anecdote about acquiring a major client through Instagram DMs and the changing landscape of social media client acquisition. [33:16] – LinkedIn's Evolution and the Top Voice Badge We discuss LinkedIn’s evolution as a platform and the significance of receiving the Top Voice badge. [34:24] – LinkedIn as a B2B Platform Olly talks about the strengths of LinkedIn as a B2B marketing platform and how businesses can leverage it for growth. [36:14] – Creating Ads That Don’t Feel Like Ads They delve into the idea of creating ads that resonate with audiences and don’t feel overly commercial, a strategy that’s proving effective in the current digital landscape. [37:09] – Lessons Learned from Scaling Too Quickly Olly goes deeper into the challenges he faced during 303 London’s rapid growth phase and how scaling too quickly can impact both values and identity. [40:57] – The Challenges and Rewards of Being a Founder We reflect on the pressures founders face, the importance of self-care, and the balance between maintaining a successful business and personal well-being. [45:23] – Understanding the Startup Environment as an Employee Olly shares his thoughts on the importance of employees understanding the unique challenges of working in a startup environment and how it differs from more established companies. [53:11] – Predictions for the Next Six to Twelve Months Olly provides his predictions for the future of marketing and agencies, focusing on the importance of attention-grabbing content and the potential decrease in the number of agencies. subtle approach keeps B2B businesses at the forefront of clients' minds while avoiding aggressive sales tactics. Building In Public with David Ellis Building in Public with David Ellis features interviews with B2B founders, where they openly share their entrepreneurial journeys - highlighting the lessons they’ve learned, the money they’ve invested, and the results they’ve achieved. I sit down with founders, CEOs, and experts to dig into the real stories behind their growth, challenges, and successes. It's all about sharing real numbers and the stories behind them. If you found this episode valuable and want more conversations like this, I’d love for you to subscribe to my YouTube channel . That’s where you’ll find all the latest episodes of the Building in Public with David Ellis, plus some extra content I don’t share anywhere else.…

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