Organic LinkedIn is still the highest ROI channel in B2B marketing, and Jess Cook, VP of Marketing at Vector, has the numbers to prove it. With roughly $40,000 in total ad spend for the year, Vector made organic LinkedIn its single biggest lead source. In this episode of Beyond Social, Jess joins hosts Chris Cunningham and Reggie Azevedo to break down the B2B LinkedIn strategy behind those results.

Jess covers how she built her own LinkedIn audience by committing to posting every weekday for a year, how she helps Vector's founders and team show up consistently on social media without sounding generic, and why borrowing B2C creative thinking is the biggest competitive advantage in B2B content marketing today.

The conversation also digs into AI and content creation, specifically how social media managers can use tools like Claude to scale without losing their authentic voice, and why human storytelling will always be the thing that cuts through.

If you manage social media for a B2B brand, agency, or enterprise team, this one's worth your full attention.

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ClickUp scaled to $300M ARR in one of the most competitive SaaS categories in the world.

In this episode, Reggie and Vitaly sit down with Chris Cunningham, Head of Social at ClickUp, to break down the SaaS growth strategy behind ClickUp’s rise — from living in a startup house to becoming a category leader in the project management space.

They unpack what it really takes to scale a B2B SaaS company in a saturated market: scrappy go-to-market tactics, early product-market fit lessons, unconventional hiring strategies, aggressive product development, and building content as a long-term competitive moat.

You’ll learn:

• How ClickUp attacked a crowded SaaS market dominated by incumbents
• The scrappy growth tactics that generated early enterprise deals
• Startup scaling lessons from hiring, product launches, and GTM mistakes
• Why modern B2B marketing strategy must include a dedicated content creator
• How AI SaaS features (including ClickUp 4.0 and Super Agents) are reshaping productivity software
• The balance between shipping fast and shipping polished in high-growth startups

This conversation dives deep into SaaS startup scaling, founder-led growth, B2B content marketing, AI integration in SaaS products, and how to build a durable brand in a competitive industry.

If you’re a SaaS founder, B2B marketer, product leader, or growth operator trying to win in a crowded market, this episode is packed with practical lessons.

Subscribe for more founder-led conversations on SaaS growth, AI in marketing, startup strategy, and building scalable marketing systems.

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Instagram quietly released one of its most powerful growth tools and most creators still aren’t using it.

In this episode, Reggie and Vitaly break down Instagram Trial Reels and how posting to non-followers first can give your content a second life without impacting your existing audience.

They explain how trial reels use a separate algorithm, why this allows faster A/B testing of hooks and CTAs, and how even creators with a single video can leverage this feature for more reach, more engagement, and smarter posting.

The episode also covers bulk scheduling via Vista Social, common mistakes that reduce reach, and practical tips to maximize performance.

If you want to grow your Instagram audience, test content faster, and get more views without guesswork, this is your episode.

Subscribe for more founder-led conversations on social media strategy, content growth, and building smarter marketing systems.

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