In this episode, Logan Lyles, founder of DemandShift Summit, shares how he transitioned into entrepreneurship after being unexpectedly laid off and why that moment became the catalyst for building a differentiated B2B marketing business.

Logan walks through his early days of landing clients, leveraging his network, and thinking strategically about his offer before going to market. He breaks down how relationship-driven outreach, a simple LinkedIn launch post, and a creative research report helped him secure his first clients quickly and validate his business model.

Logan dives deep into his unique approach to webinar-led growth, explaining how he turned webinars into both a lead generation engine and a scalable media asset. He shares how he built a flywheel by combining content, audience building, and client delivery into one system allowing him to generate results for clients while simultaneously growing his own audience and pipeline. Throughout the conversation, Logan unpacks lessons on positioning, leveraging existing skills, building in public, and creating a service that doubles as a “permissionless demo” of your expertise.

(00:00) Intro

(01:00) Getting laid off → becoming an entrepreneur

(03:00) Landing first clients through network

(06:00) Using survey to to generate content and pipeline

(10:00) Why his outbound didn’t feel like outbound

(14:00) Content as a networking tool (events & outreach

(20:00) Choosing webinars as his core offer

(23:00) The 2-step signup that 5x’d conversions

(30:00) Building a media + service flywheel

(36:00) Differentiation through audience ownership

(40:00) What he’d do differently + scaling challenges

Follow Logan on LinkedIn: https://www.linkedin.com/in/loganlyles/ Check out DemandShift Summit: https://www.linkedin.com/company/demandshift-summit/

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