In this episode of Building in Public, host David Ellis dives into a core growth principle for B2B service businesses: shifting from product-pitching to point-of-view marketing. Drawing from direct consulting experience with startups and $100M enterprises alike, David shares a powerful framework for scaling demand by selling how you think, not just what you do. From lead generation strategies to the smart use of AI and custom GPTs, this episode is packed with real-world examples and actionable insights.

David Ellis is a seasoned B2B growth strategist and founder of a consultancy that helps companies scale by building demand through strategic content, IP-powered tools, and a differentiated worldview. With a background in marketing and tech, David's current focus includes leveraging AI tools, reshaping sales processes, and guiding clients on how to resonate deeply with their audience before pitching a product or service.

• Most businesses skip the vital middle step of selling a unique perspective before selling a product.
• Content should educate and align people with your worldview before pushing a call to action.
• Referral and Google Ads audiences are already problem-aware; social audiences often aren’t—your strategy must change accordingly.
• AI can supercharge content and case study production—but only with the right training and inputs.
• Custom GPTs (micro agents) can dramatically increase productivity if built around your IP..
• Measuring engagement rate, not just impressions, reveals content performance.

David explains how referral or Google Ads leads are often already problem-aware and looking for a solution, making the conversion easier. In contrast, platforms like LinkedIn require more nurturing because users aren't necessarily shopping for your solution.

This involves using content and marketing assets to promote your unique worldview. Once prospects resonate with your perspective, they’re more likely to trust your service recommendations and become loyal customers.

David shares a case study of a leadership coaching company targeting Gen Z engagement issues. Instead of a generic sales page for their workshop, they repositioned the landing page to sell their point of view on why Gen Z employees disengage—and only offered the workshop after establishing credibility.

Pushy, cold outreach can repel ideal clients. Building perceived abundance and expert status—by letting leads come to you through thought leadership—creates trust and demand without desperation.

David's team uses AI to write case studies by training a custom GPT on their tested frameworks and video interview transcripts. This not only saves time but leverages their internal IP to scale quality output.

AI content often feels generic because it lacks personality and perspective. The key is training AI on your tone, voice, and playbooks to produce content that feels authentic and valuable.

Start small. Build micro GPTs for single, high-value tasks (e.g. writing case studies) and train them on your own frameworks and examples. AI is a colleague, not a...