In this episode of Building in Public, David Ellis breaks down how his B2B company is tracking against its Q1 goal of 30 new sales—and what’s driving their success. From detailed funnel metrics to the power of unique market positioning, David shares the critical insights he’s gained from doing 35+ sales calls this month. Plus, the team dives into one of the most common questions in marketing: should you focus on content or ads?

David Ellis is a B2B growth strategist and founder of a rapidly scaling marketing firm. With a deep focus on high-performance marketing, sales strategy, and content-led growth, David brings a hands-on perspective on what it takes to build traction in today's competitive landscape.

• Unique Positioning Wins: Saying what everyone else is saying means you're competing on price and budget. A distinct POV can 10x your results.
• Content vs. Ads: It’s not either-or. Like cardio and weightlifting, the best strategy combines both.
• Engagement Matters: Organic reach and thoughtful interaction on platforms like LinkedIn can outperform vanity metrics.
• Scaling Sales: Founder-led sales work, but long-term growth depends on building a scalable sales process.
• Quality Over Quantity: Low-like posts can still drive significant revenue. It's about who sees your content, not how many.

David reports 19 sales so far (7 in Jan, 12 in Feb) with strong momentum heading into March. Close rate stands at 42%, with a £789 cost per acquisition.

Yes, David is still handling all 35 sales calls himself but plans to begin delegating from Q2 onwards. He believes conversion rates may dip slightly but aims to maintain overall funnel performance.

The biggest takeaway: the power of having a unique market message. Without differentiation, you compete only on price and budget.

David shares his own example—marketing ≠ growth. Marketing is a subset of growth, and traditional tactics often don't lead to true business results.

Both. Content builds brand; ads scale it. Start with strong content, use retargeting if budget is tight, and scale with cold ads later.

Post regularly (3–7x/week), warm up your audience before posting, and engage meaningfully in comment threads—especially on viral posts.

Viral reach doesn’t guarantee qualified leads. One client had low engagement but closed three high-value deals through thoughtful content and strategic DMs.

Building in Public follows the journey of B2B founder David Ellis as he scales his business in real-time. From candid

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.

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.

• 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

• Builds trust and credibility by being transparent
• Helps refine the strategy with real-time feedback
• Positions B2B as an industry thought leader

• 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

• 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

• 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 audience (40%) → Awareness content
• Warm audience (40%) → Trust-building content
• Hot audience (20%) → Conversion content (case studies, CTAs)

• 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

• Paid ads amplify results and target ideal customers
• Focus on platform-specific content for each channel
• YouTube, Meta, and TikTok require unique content strategies

• 250K+ impressions per month are needed for significant impact
• More exposure → More leads → More sales

• Identify pain points & desired outcomes of your target audience
• Share unique insights to differentiate yourself
• Engage with your audience and start conversations

• 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

• LinkedIn strategy does not translate 1:1 to other platforms
• YouTube requires video-optimized content
• Meta & TikTok can be used for retargeting

• Connect with David Ellis on LinkedIn for insights & Q&A
• Follow for weekly content on B2B growth...

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.

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.

• Works remotely while maintaining productivity
• Stresses the importance of setting clear boundaries for work and personal time

• 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)

• 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

• 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

• 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

• 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

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.