『Safe Doesn't Scale』のカバーアート

Safe Doesn't Scale

Safe Doesn't Scale

著者： David Walsh
無料で聴く

今ならプレミアムプランが3カ月 月額99円

2026年5月12日まで。4か月目以降は月額1,500円で自動更新します。

概要

 "What's the ROI?" Those three words kill more creative marketing ideas than bad execution ever will. Not here. Safe Doesn't Scale is a weekly podcast for marketing and growth leaders. We’ll be interviewing Heads of Marketing, Unicorn Founders, and Revenue Leaders at B2B companies to prove that the riskiest marketing campaigns drive the biggest returns. While brands are burning $500K on LinkedIn ads that are generating zero demos, there’s someone out there who closed a $2M deal they sourced from a meme. Host David Walsh, Founder of Limelight, breaks down real examples from brands spending less and converting more by leaning into creator-led growth, unconventional distribution, and campaigns that make traditional marketers panic. You’ll learn: How growth leaders sell “unsafe” ideas to the C-suite How to attribute sales pipeline to content, creators, and social signals Why the campaigns that feel uncomfortable often drive the most revenue No e-book downloads. No buzzwords. This show is for marketers with a chip on their shoulder who are tired of playing it safe. We celebrate the campaigns that make legal sweat and sales teams crush quota. Because marketers who don't take risks won't exist in 2027.Copyright 2026 David Walsh マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
エピソード
  • Booking Out SDR Calendars For Three Months Post-Stealth (with Bruno Basic from Dual Entry) | Ep. 9

    Booking Out SDR Calendars For Three Months Post-Stealth (with Bruno Basic from Dual Entry) | Ep. 9
    2026/04/09
    B2B marketing has become a sea of automated noise and generic outreach. Buyers are doing their own research in hidden channels, yet sales teams are still relying on outdated playbooks and spray-and-pray tactics. The companies winning today aren't just sending more emails: they are building entirely new go-to-market systems built on genuine interaction and behavioral data.I am your host, David Walsh, and today we sit down with Bruno Basic, who recently helped steer a $90 million Series A launch out of stealth mode. We break down the exact strategies used to generate massive demand for a highly technical software product. You will walk away with a clear understanding of how to blend creator-led campaigns with hyper-targeted paid advertising.Bruno brings a systems-thinking approach to growth that bridges the gap between marketing and sales efficiency. He shares his real-world data on using niche social creators to build brand awareness in the finance sector. We also talk about his specific approach to avoiding automated slop, keeping copywriting human, and why ignoring your ad platform representatives is a costly mistake.Guest BioBruno Basic is the Go-to-Market Leader and Head of Growth at DualEntry, a New York-based AI-native ERP software company. Taking a hands-on approach to scaling revenue, Bruno operates across marketing, paid advertising, and customer success. He recently helped launch DualEntry out of stealth mode, supporting a massive $90 million Series A funding round co-led by Lightspeed Venture Partners and Khosla Ventures. A multi-faceted leader, he frequently engages directly with users to ensure a tight iteration loop between market signals and product development.What We CoverLaunching out of stealth mode: Bruno details the exact creator-led strategy DualEntry used to announce their Series A funding. The campaign drove thousands of likes, hundreds of comments, and booked their sales calendars out for three months straight.The death of legacy tech: The market is ripe for AI-native tools because legacy software suffers from clunky user interfaces and long implementation times. As Gen Z enters the workforce, they expect intuitive, fast software, making old enterprise tools obsolete.Niche creator marketing: B2B companies often assume there are no content creators in their specific industry. Bruno explains how finding highly specific sub-verticals, like Excel creators for finance professionals, moves the needle for brand awareness.Mastering revenue attribution: If you are spending heavily on multi-channel advertising in 2026, a basic dashboard is not enough. You need proper attribution software to map every touchpoint from organic social posts to booked demos.Avoiding automated slop: Many growth gurus recommend using AI to automate research and outreach messaging. Bruno strongly disagrees with this approach, arguing that genuine copywriting and highly segmented lists perform better than generic bot emails.Simple but effective automations: Instead of building complex AI chat threads, Bruno prefers basic operational alerts. His team uses simple Slack notifications to ping account executives the moment a prospect replies to an outreach email.In-person dinners for enterprise deals: To capture mid-market and enterprise buyers, DualEntry relies on curated offline events. These dinners provide a space to educate buyers on specific problems and regularly result in signed contracts.Listening to your ad reps: Many founders ignore calls from Meta or Google representatives out of fear of being sold to. Bruno shares how answering these calls gave his team early access to beta features like Reddit Max campaigns, drastically reducing their cost per click.Bridging sales and marketing: A growth leader must actively help the sales team save time. Whether it is eliminating spreadsheet work or automating lead handoffs, making reps faster directly impacts top-line revenue.Resources MentionedDualEntry - An AI-native ERP system built to replace legacy finance software with automated workflows and modern interfaces.Limelight - A B2B influencer marketplace used to organize and scale creator-led marketing campaigns.HockeyStack - A B2B marketing attribution platform used to track the complete buyer journey across organic and paid channels.Dreamdata - A B2B revenue attribution tool mentioned as a key player in understanding marketing touchpoints.Clay - A data provider and automation tool used for finding ideal customer profiles and tracking hiring signals.Safe Doesn't Scale is hosted by David Walsh, founder of Limelight. New episodes drop weekly.
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    32 分
  • Rewarding Employees For LinkedIn Followers Drives 17 Million Impressions (with Niall Ratcliffe from noticed.) | Ep. 8

    Rewarding Employees For LinkedIn Followers Drives 17 Million Impressions (with Niall Ratcliffe from noticed.) | Ep. 8
    2026/04/02
    B2B companies routinely drop tens of thousands of dollars on event booths to reach a tiny fraction of their market. Meanwhile, they completely ignore the platform where millions of decision-makers hang out daily. This massive misallocation of budget happens because marketers get lazy and default to the old playbook instead of adapting to modern attention.ㅤDavid Walsh sits down with Niall Ratcliffe to break down how B2B brands can stop wasting money and start driving actual pipeline through LinkedIn. Listeners will walk away with the exact steps to build an organic marketing engine that generates high-intent conversations. Niall has a track record of doing exactly this, having built a six-figure run rate for his agency in just 11 days.ㅤNiall brings a refreshing, anti-fluff perspective to social selling, treating content strictly as a mechanism to fish for leads rather than chase vanity metrics. He shares the exact incentive structure his small team uses to generate 17 million organic impressions a year without spending a dime on ads. He also opens up about his early realization at 19 years old, watching founders raise eight-figure rounds directly in their direct messages, which pushed him to go all in on the platform.ㅤGuest BioNiall Ratcliffe is the CEO and co-founder of noticed., a B2B marketing agency specializing in creative account-based marketing and LinkedIn strategies. He launched the business with his brother from a spare room in Burnley, hitting a six-figure run rate in under two weeks. Today, the agency works with major brands and is on track to close over a million pounds in sales through LinkedIn alone this year. Niall is also a recognized voice in B2B marketing, ranking in the top one percent of UK creators and writing the highly popular "Growing Viral" newsletter. Before starting his own company, he got his start in marketing at an agency that focused entirely on building personal brands for individuals rather than businesses.ㅤWhat We CoverThe problem with traditional B2B marketing: Companies are spending up to 50,000 pounds on conference booths to reach a few thousand attendees. Niall explains why redirecting a fraction of that budget to skilled sales representatives on LinkedIn yields significantly more conversations.Starting an employee advocacy program: Getting a team to post consistently requires more than just asking them. Niall outlines a tiered incentive structure that rewards employees with audiobooks, dinners, and weekend getaways as they hit specific follower milestones.Creating a culture of content creation: Highlighting team wins on Friday all-hands calls is crucial for momentum. Providing templates, post archives, and video training reduces the friction for employees who are new to sharing their thoughts publicly.Tracking the revenue impact of organic content: Trying to attribute every single dollar to a specific LinkedIn post will set leaders up for failure. Instead, executives need to look at qualitative signals like easier hiring, brand recognition on sales calls, and overall market presence.Why viral posts fail to drive pipeline: Content should be treated as a fishing net for high-intent buyers. A highly personal post might get nearly three million views but generate zero inbound leads, whereas a niche post with 60 likes can give a sales team a perfect list of active prospects to contact.Navigating the LinkedIn algorithm: Chasing weekly algorithm updates is a losing strategy that distracts from core messaging. Currently, long-form articles and carousels are performing best because they maximize dwell time, while video is lagging in reach but remains important for building trust.The LinkedIn Pyramid system: Driving serious revenue on the platform comes down to three foundational layers: positioning, content, and outreach. Most companies can easily generate millions in sales using just these three elements before they ever need to touch paid advertising.Future trends in B2B marketing: The industry is splitting into two extreme directions. Companies will either lean heavily into AI and social automation, or they will shift toward hyper-personalized, traditional tactics like direct mail and creative account-based marketing.ㅤResources MentionedCargo - The personal branding agency where Niall got his start and witnessed the power of marketing individuals.Trigger Fi - An intent tracking tool mentioned for organizing and acting on engagement data from your content.Team Influence - Another software platform suggested for tracking profile views and intent signals.HubSpot - A customer relationship management system recommended for tracking qualitative attribution from social media conversations.Daniel Priestley - An author and entrepreneur referenced for his philosophy on building a key person of influence in an industry.Flawd - A Manchester-based business praised for successfully using founder-led content and a sales team to drive revenue.ㅤSafe Doesn't Scale is hosted ...
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    30 分
  • Drop The Learn More Button (with Casey Hill from DoWhatWorks) | Ep. 7

    Drop The Learn More Button (with Casey Hill from DoWhatWorks) | Ep. 7
    2026/03/27
    Traditional bottom-of-funnel paid ads are becoming unsustainably expensive, and standard SEO strategies are losing their impact. Marketing budgets are tightening, yet the pressure to deliver growth has never been higher. Brands are forced to find new ways to grab attention, but many are still wasting millions on inefficient channels rather than building their own distribution engines.ㅤHost David Walsh sits down with Casey Hill, Chief Marketing Officer at DoWhatWorks, to dissect what is actually working in B2B marketing right now. They discuss the critical shift toward optimizing websites for both human intent and machine indexing, moving beyond generic calls to action. Listeners will walk away with actionable frameworks for creating proprietary distribution channels and leveraging public data to make smarter growth decisions.ㅤCasey brings a wealth of knowledge from analyzing tens of thousands of real-world website experiments. He shares a personal misstep from his early days on LinkedIn, where posting highly valuable but dry test data completely flopped. By shifting his focus to novelty and replicability, Casey built an organic content engine that now drives forty percent of his company's closed business.ㅤGuest BioCasey Hill is a growth veteran and the Chief Marketing Officer at DoWhatWorks, a technology startup fundamentally changing how brands approach conversion rate optimization. He has over a decade of experience scaling software companies and providing institutional guidance to top global firms on pricing, market analysis, and inbound marketing. Throughout his career, Casey has garnered millions of views across social platforms by pioneering creative growth levers. He brings a deeply analytical yet human approach to B2B marketing, commanding an audience of over 26,000 followers on LinkedIn who tune in for his insights on what top brands are actually testing.ㅤWhat We CoverThe decline of traditional channels: Conventional paid ads and standard programmatic SEO are showing severe diminishing returns. Marketing leaders must adapt as the core line items for enterprise budgets shift toward new models of discovery.Flipping the testing script: Instead of guessing and failing internally, companies can observe public data from major brands. Analyzing thousands of verified tests allows teams to make data-backed decisions faster and cheaper.The power of novelty and replicability: Casey learned that highly valuable data alone does not win on social media. Content needs a unique angle and an easy way for the audience to replicate the success in order to gain real traction.Why Learn More kills conversions: Ambiguity is a massive barrier for website visitors trying to understand what happens next. Specific calls to action generate significantly higher click-through rates because they set a clear expectation for the user.The rising bar for social proof: Static logo bars are no longer enough to build credibility with buyers. The market demands higher trust signals, making contextualized video testimonials and verifiable quotes far more effective.Optimizing for humans and machines: Modern websites must balance creative design with rigid structural clarity. Clear subheaders and specific capability language help pages index properly in large language models while keeping users engaged.Building a distribution engine: Proprietary data and built-in distribution are the two most defensible moats in marketing today. Without a reliable way to distribute content organically, brands are forced to rely on highly inefficient paid channels.Owning the category through content: Instead of paying influencers for one-off promotions, brands should focus on associating themselves with a specific industry category. Creating assets that get widely cited by other publications creates a powerful long-tail effect.Bringing influencers in-house: A highly underutilized strategy involves hiring creators to run owned media assets like newsletters or podcasts. This gives the brand long-term ownership of the audience and lead flow while leveraging the creator's existing trust.Writing for a person of one: Creating content designed for a specific persona yields much better results than writing broad, generic copy. Speaking directly to one ideal buyer increases the chances of generating valuable shares and ...
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    33 分
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