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’s talk: https://foursets.com/

This isn’t theory. William provides a field-tested framework for identifying the exact moment a buyer enters a purchasing cycle. We break down the crucial difference between a real “signal” and a useless “score,” the hierarchy of intent data (from first-party gold to third-party noise), and how to use powerful buyer signals without being a “creepy stalker.”

You’ll learn the 4-ingredient recipe for a perfect buying signal (Account Fit, Contact Fit, Context, and Timing) and discover the single most powerful signal you can find on LinkedIn today. William explains why “data is a commodity, but observation is your advantage” and provides a new way to think about ROI for intent data that will change how you allocate your budget. If you’re ready to stop wasting time on cold accounts and start engaging buyers with perfect timing, this episode is your new GTM manual.

TIMESTAMPS:

00:00 - Are You Flying Blind with Your GTM Strategy?
02:28 - Signal vs. Score: Stop Buying Black Box Intent Data
04:05 - The Hierarchy of Buyer Signals (From Best to Worst)
10:06 - Why You Should Build Your Own “Feeds of Intent”
14:04- Data is a Commodity, Observation is Your Advantage
23:09 - The “Don’t Be Creepy” Rule for Using Signals in Outreach
29:09 - Start Narrow & Stack: The Right Way to Scale with Signals
30:40 - How to Calculate the ROI of Intent Data (Like You Do for Ads)
34:54 - The 4-Ingredient Recipe for a Perfect Buying Signal
37:19 - Forget the Buzzwords, Build This GTM System for the Future

ABOUT OUR GUEST:
William Wickey is the Head of Go-to-Market at Deal Intelligence, a platform that provides competitive intelligence signals for B2B teams. He is an expert in building and scaling signal-based GTM strategies that focus on timing and precision to drive revenue.

► Follow William on LinkedIn: https://www.linkedin.com/in/williamwickey/

CONNECT WITH US:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: https://www.linkedin.com/in/nickrybak/

Subscribe to the B2B Marketing Flywheel for more no-bullshit marketing strategies from founders and experts in the trenches.

Leave a comment below: What’s the most powerful buying signal you’ve ever acted on?

#B2BMarketing #GTM #GoToMarket #IntentData #DemandGeneration #SalesSignals

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/

This isn’t just another high-level talk about “being data-driven.” Emil shares the exact, in-the-trenches tactics that work. We break down the “Rule of 8,” a simple formula to calculate your minimum daily ad budget and stop burning cash. You’ll learn how to win the “our C-suite audience isn’t on TikTok” argument with your stakeholders and see why their first and biggest acquisition driver was a bet on performance video from day one.

We also explore the fine line between “fun” content and content that actually converts, and why a corporate card in an ice cube outperformed every beach-themed ad during the hot UAE summer. Emil reveals the most dangerous vanity metric that paralyzes marketing teams (hint: it’s not what you think) and draws a clear line on where to use AI for stunning visuals and where it will destroy customer trust. If you’re tired of unpredictable results from paid ads, this is your masterclass in building a real revenue engine.

TIMESTAMPS:

00:00 - The B2B Performance Marketing Problem
02:51 - The #1 Growth Driver to Scale from $0 to $10M ARR
06:22 - How to Win the “Our Audience Isn’t on TikTok” Argument
13:28 - The Fine Line: When “Fun” Content Fails to Convert
15:50 - Your First Marketing Hire: The Foundational Mistake Most Startups Make
18:55 - The “Rule of 8”: A Simple Formula for Your Minimum Ad Budget
34:34 - The “Ice Cube” Strategy: Give Them What They Crave, Not What They Expect
42:05 - Using AI in Ads: Where It Shines and Where It Destroys Trust
47:22 - Why Most B2B Landing Pages Fail to Convert Paid Traffic
52:00 - The Most Dangerous Vanity Metric in Performance Marketing
56:10 - The B2B Performance Marketing Playbook for 2026

ABOUT OUR GUEST:
Emil Petkov is the Head of Marketing at Pemo, a UAE-based fintech company. He is a performance marketing expert who specializes in building scalable acquisition engines for B2B companies. His video-first, creative-driven approach was instrumental in scaling Pemo from zero to over $10M in ARR in less than three years.

► Follow Emil on LinkedIn: https://www.linkedin.com/in/emil-petkov-76646a52/

CONNECT WITH US:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: https://www.linkedin.com/in/nickrybak/

Subscribe to the B2B Marketing Flywheel for more no-bullshit marketing strategies from founders and experts in the trenches.

Leave a comment below: What’s the biggest challenge you face with your paid ad campaigns?

#B2BMarketing #PerformanceMarketing #PaidAds #MarketingStrategy #LeadGeneration

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 talk: https://foursets.com/

This isn’t just theory. Maria shares her field-tested playbook on how to get buy-in from your boss, create endless content without the “creative block,” and turn your personal brand into your ultimate career safety net. We move beyond the hype to give you a step-by-step guide to building a brand that attracts clients for your company and opportunities for yourself.

We break down the mindset shift that instantly cures imposter syndrome (“Document, Don’t Preach”) and reveal why a “lack of ideas” is actually a “lack of reflection.” Maria shares her exact content creation workflow, the tools she uses, and tackles the #1 fear that paralyzes marketers: “My boss will think I’m quitting.” If you’ve ever felt stuck between growing your company’s brand and your own, this episode provides the answers.

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about our guest:
Maria Ledentsova is a B2B marketing consultant and LinkedIn expert who helps marketers and founders build brands that drive revenue. As the founding marketer at Magier, she built their content engine from the ground up, using personal branding and employee advocacy to attract clients and top talent.

► Follow Maria on LinkedIn: https://www.linkedin.com/in/marialeden/

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connect with us:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: https://www.linkedin.com/in/nickrybak/

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Subscribe to the B2B Marketing Flywheel for more no-bullshit marketing strategies from founders and experts in the trenches.

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 of one of the world's top outbound agencies, shares insights from millions of emails sent every month. We move beyond the hype to deliver a masterclass in modern B2B marketing. You'll learn why "generating leads while you sleep" is a myth and how to build a sustainable revenue engine through strategic brand building and data-driven validation.

We also break down the "Upside-Down Funnel," a game-changing framework for using outreach as a market research tool to validate your messaging before you spend your budget. Michael shares a controversial take on why 80% of companies should move their SDRs from Sales to Marketing to fix a broken process and stop burning leads. If you feel like you're grinding with no results, this episode is the reality check you need.
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about our guest:

Michael Maximoff is the co-founder of Belkins, a leading B2B appointment-setting agency that has helped over 1,000 clients scale their revenue. He is an expert in go-to-market strategy, cold outreach, and building modern revenue teams.

► Follow Michael on LinkedIn: / michael-maximoff
► Check out Belkins: https://belkins.io/

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connect with us:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: / nickrybak

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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 over sales targets and customer obsession over investor updates.

This conversation is a must-listen for any founder who wants to win on their own terms. Davidson breaks down the strategies that actually work when you can’t rely on a massive budget, from leveraging your competitor’s bad support to building an SEO moat from scratch.

Enjoy the flight!

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 down how small service teams can build genuine relationships, design a go-to-market strategy that fits their size, and compete without massive ad budgets.

Steve shares what really drives growth for custom service businesses: trust, community, and consistency, and why you should probably skip that $10k trade-show booth and what to do instead.

Let's pray for a conversion!

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 without a marketing degree, without a sales playbook, and in one of the most competitive industries out there.

He’s closed nine- and even ten-figure clients using digital channels like SEO, smart partnerships, and building authority online.

In today’s episode of B2B Marketing Flywheel, we’re going to unpack exactly how he did it.