Lab Notes
Notes on being known before the call. What we've tested, what worked, and what didn't.
No. 27PipelineHow Do I Build a B2B Lead List Myself? The Free Way, in an Afternoon
The exact steps we use to build a list of 50 people who might actually buy, with free tools and one spreadsheet. No scraping, no bought data.
Pipeline71% of the People Deciding Your Deal Will Never Talk to Sales
They sit in the meetings you're not in and judge you by what they can find. What the 2025 Edelman–LinkedIn research means for how you sell.
Go-to-marketEvery Channel Running, None of Them Talking
Posts, cold email, ads and video, each with its own owner and its own report. Why it feels busy, why it doesn't add up, and how to fix it.
Every note
- No. 27Pipeline6 min read
How Do I Build a B2B Lead List Myself? The Free Way, in an Afternoon
The exact steps we use to build a list of 50 people who might actually buy, with free tools and one spreadsheet. No scraping, no bought data.
No. 26Straight talk5 min readShould I Hire a Lead Gen Agency? Check Your Offer First
More leads only help if your offer can turn them into customers. Eight questions to answer before you pay anyone to fill your calendar.
- No. 25Go-to-market5 min read
Every Channel Running, None of Them Talking
Posts, cold email, ads and video, each with its own owner and its own report. Why it feels busy, why it doesn't add up, and how to fix it.
No. 24Go-to-market3 min readLinkedIn Rents You Reach. A Newsletter Lets You Own It.
LinkedIn decides who sees your posts. A newsletter doesn't. How to run both without doubling the work.
No. 23Go-to-market3 min readStop Paying to Test Ideas Nobody Wanted
Most B2B ads ask strangers to trust a name they've never heard. Let your team's posts find what works first, then put money behind it.
No. 22Straight talk3 min readHow Long Does LinkedIn Take to Work? An Honest Timeline
What to expect from week one to month twelve, and the week-six slump where most people quit.
No. 21Craft3 min readWhat Should a B2B Founder Actually Post?
Not motivational stories. Not company updates. Five kinds of posts that make buyers trust you faster.
No. 20Straight talk3 min readA $500 Ghostwriter Isn't a Cheaper Version of the Same Thing
You're comparing a part to a whole. A checklist for telling words-for-hire from a system that gets results.
No. 19Craft3 min readA LinkedIn Plan for Founders Who Hate the Word ‘Content’
You don't need to become a creator. You need a clear position, three topics, a pace you can keep and an hour a week.