B2B Marketing Flywheel

Most B2B companies think they have a lead problem. Joshua Schwartz says they have a relevance problem. This episode covers what real B2B personalization looks like in 2026, where most teams get it wrong, and the signal mapping approach that pushed his webinar attendance to 47% when the benchmark sits at 35%. --- If your website isn't showing the right proof to the right visitor at the right moment...

Gabriel spent $50K across two conferences. Thirty meetings booked. Two showed up. That mistake turned into a framework. This episode covers how a software engineer who switched to GTM rebuilt his entire go-to-market approach around one reality: for developer tool companies, the customer's biggest competitor has always been the customer themselves. Now, with AI coding agents, that's true for every...

Organic traffic is falling, but website conversions are soaring. This is the new reality of B2B marketing, and most teams are getting it wrong. In this episode, François Bohyn, CRO of Prismic, reveals why the “death of the website” is a myth and how to re-architect yours to dominate in the age of AI. ►► Stop guessing and start converting. Let’s build your new website strategy: https://foursets.com...

Are your marketing and sales teams still flying blind, blasting the same message to everyone and hoping something sticks? This is the GTM playbook that replaces guesswork with precision. In this episode, William Wickey, Head of GTM at Deal Intelligence, reveals how to build a go-to-market strategy based on real-time buyer signals. ►► Ready to build a marketing asset that brings clients to you? Let...

Why does performance marketing feel like a money pit for most B2B companies? This episode delivers the playbook to fix it. We go deep with Emil Petkov, the Head of Marketing at Pemo, who scaled the B2B fintech from $0 to over $10M ARR in under 3 years, with 80% of revenue driven by performance channels. ►► Ready to build a predictable and scalable lead engine? Let’s talk: https://foursets.com/ Thi...

Is building your personal brand as a 9-to-5 marketer worth it, or is it just another unpaid side hustle? This is the reality check every B2B marketer needs. In this episode, Maria Ledentsova, who built Magier’s content engine from scratch while becoming a trusted voice on LinkedIn, delivers a masterclass for full-time marketers. ►► Ready to build a marketing asset that brings clients to you? Let’s...

Is your cold outreach hitting a wall? You're not alone. In this episode, Michael Maximoff of Belkins reveals the hard data: B2B outreach reply rates have plummeted from 10% to a painful 1-2%. We unpack the real reasons why AI and cheap tools have made the old playbook obsolete, and what your go-to-market team MUST do to succeed in 2026. In this deep-dive conversation, Michael Maximoff, co-founder...

What happens when you’re one signature away from a major VC deal… and you walk away? You build a better company. ►► Ready to build a marketing asset that brings clients to you? Let’s talk: https://foursets.com/ In this episode, Nick Rybak talks with Davidson Wicker , the bootstrapped founder of Ravetree, a project management tool competing in one of the most brutal SaaS markets. He chose product o...

In a market where every custom software company claims to be “different,” most still sound the same. So how do you actually stand out when every project you sell is one-of-a-kind and your budget is limited? ►► Ready to build a marketing asset that brings clients to you? Let’s talk: https://foursets.com/ In this episode, Nick Rybak sits down with Steve Hennegan from Seven Hills Technology to break...

Many B2B founders think you need a marketing degree or a sales background to grow a company. Today’s guest proves that is not the case. ►► Ready to build a marketing asset that brings clients to you? Let’s talk: https://foursets.com/ Drew Danner started a cybersecurity and compliance firm, BD Emerson, from scratch, scaled it to $10 million in revenue in less than six years, and he did it all witho...