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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Reggie and Vitaly have built Vista Social as a fully remote company and along the way, they’ve learned what actually drives performance, trust, and growth when no one is watching. From enforcing presence in meetings to rejecting multitasking culture, they explain why discipline still matters even in flexible work environments.

The conversation expands beyond work into parenting in the digital age. They talk honestly about raising kids surrounded by social media, why banning technology doesn’t work, and how values, boundaries, and balance matter more than control. They also unpack the realities of business partnerships - why most fail, how equity creates tension, and why choosing a partner is closer to choosing a spouse than hiring an employee.

Vitaly and Reggie break down:

• What it really takes to run effective remote teams
• Why presence and focus matter more than flexibility
• Parenting in a world shaped by TikTok, YouTube, and algorithms
• Why most business partnerships fail and how to avoid it
• How competition is won through consistent extra effort, not talent
• The work ethic lesson behind Kobe Bryant’s legendary mindset

If you’re building remotely, raising kids in a digital world, or trying to stand out in a competitive career, this is your episode.

Subscribe for more founder-led conversations on leadership, discipline, and building real businesses.

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Reggie grew up in Brazil, moved to the U.S. at age seven with no English, watched his father deliver newspapers and clean offices at night, and learned early that no job is beneath you when you’re building something. He went from making websites at 12, to rental car counter work, to landing a customer support job and suddenly being asked to lead product strategy without any formal product background.

Vitaly and Reggie break down:

• The immigrant work mindset and why it produces results
• How curiosity is the most valuable skill in business
• Why you must provide value beyond your job description to grow
• Handling imposter syndrome at every level
• Real career advice: "Don’t wait until you're ready — you get ready while you’re doing it.

If you're starting from zero, want a career in SaaS, or feel “unqualified,” this is your episode.

Subscribe for more founder-led conversations on growth, work ethic, and building real careers in tech.

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Dive into a candid discussion about the rapidly evolving worlds of higher education, business, and technology. This video breaks down:

• Why colleges are failing to provide real value in today’s information-rich world
• The harsh truths facing marketers, entrepreneurs, and tech teams
• How multitasking and constant phone use are draining our creativity and focus
• Lessons in leadership, team-building, and spotting truly invested employees
• The reality behind data privacy, societal changes, and technological evolution

Featuring real-life anecdotes, business advice, and thought-provoking takes on success, AI, and what it means to thrive in the modern age. If you’re trying to build a successful career or business without falling for the hype, this one’s for you.

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In this insightful episode, explore why everyone is becoming an AI operator and why mastering prompt engineering is the key differentiator in the modern workforce. Learn how to effectively communicate with AI to get the results you want—a skill that takes just 10 minutes of proper setup versus 50 minutes of back-and-forth fixes. The conversation also delves into global marketing challenges across different cultures and geographical regions, examining real examples from Sweden to the UK to show how cultural nuances still matter despite the supposed cultural flattening from media. A major part of this discussion focuses on demystifying "revolutionary" technology buzzwords. Discover how cloud computing, APIs, and AI integration aren't actually new—they're just rebranded existing concepts with fancy names. From AWS RDS being just hosted MySQL to MCP being REST API calls, learn to see through the marketing terminology and recognize the simplicity beneath. The episode concludes with thought-provoking discussions about AI's potential for real-world task automation, existential risks, and why treating AI like a good team member with proper context and instructions leads to superior results. Perfect for: Content creators, social media managers, and anyone looking to understand modern technology without the jargon.

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Why do most entrepreneurs fail — even when they have talent, passion, and a solid idea? In this episode, we discuss the deeper forces that make or break startups in today’s fast-paced world — from social media distractions and burnout to leadership blind spots and poor execution. This is not about luck; it’s about understanding the systems that separate success from failure.

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