From Fragmented Outreach to Scalable Growth

Week after week in the GrowthRise Mastermind, I watch founders and heads of growth show up with sharp questions, gritty persistence, and a willingness to learn from each other. Last week's call was no different.

What follows are the biggest insights, strategies, and “aha” moments that emerged from our June 3rd session — focused heavily on cold outreach, AI SEO, and converting in-person event attendance into scalable growth strategies.

If you're not already a member of GrowthRise, apply to join us here on the next mastermind call, held every Tuesday at 2pm ET / 1pm Central.

1. Turning Conversations Into Video: How Synthesia Changes the Game

One of the first questions on the call came from a member who asked something I’ve heard more frequently lately: “Has anyone used AI tools to turn transcripts or interviews into short-form video content for LinkedIn or YouTube?”

I immediately thought of Synthesia.io. It’s a powerful platform that transforms text or transcripts into full videos — complete with realistic, AI-generated avatars. These avatars aren’t actors; they’re fully synthetic. And yet, they look and sound incredibly lifelike. This makes them ideal for product explainers, training modules, marketing videos, and even blog repurposing.

When I first saw Synthesia in action, I was shocked. What you see — the people on screen — they’re not real. They’re generated by AI. And yet, the production value is high enough to hold attention on platforms like LinkedIn and YouTube, especially when paired with strong messaging.

For founders or heads of growth who are already generating transcripts — whether from interviews with your CEO, internal trainings, or customer conversations — Synthesia is a tool that can add tremendous leverage. One member shared that they had been turning these transcripts into newsletters but wanted to go a step further with video repurposing. That’s exactly where Synthesia shines: take that rich source material and extend its shelf life across multiple mediums.

It’s also affordable. For $30–$40, you can produce a solid video — not just a clip with B-roll, but a full narrated piece with slides, avatars, and more. That’s dramatically more scalable than hiring a video editor or booking studio time.

Another member mentioned Tavus, a platform designed for more conversational-style AI agents. Tavus allows you to simulate one-to-one video conversations, which can be powerful for outbound sales or SDR demos. One of their features even creates personalized demos behind the scenes and books a follow-up call with a human. While it’s still a little rough around the edges, it’s a promising signal of where this space is heading.

The bottom line? If you're sitting on long-form content — interviews, training calls, or webinars — tools like Synthesia allow you to turn those assets into engaging short-form videos, effortlessly. You no longer need to film a person to share a person’s ideas visually. And in this new world of remote sales and asynchronous learning, that’s a massive win.

2. AI SEO Is the New Front Door — Here’s How to Rank in GPT

Another member raised a forward-thinking question: “Has anyone figured out how to track their brand presence in ChatGPT, Claude, or Perplexity?”

It’s an important question — and one that hints at the shift we’re all seeing in how people discover solutions online.

Traditional SEO tools like Ahrefs and SEMrush are still important, but they aren’t yet optimized to track presence in LLMs. That said, I suspect they’ll roll out new features soon, because these tools are rapidly replacing traditional search engines as the starting point for business research.

We’re entering the era of AEO (Answer Engine Optimization) — where your visibility in AI assistants matters as much as, if not more than, your visibility in Google.

I shared a personal example: I use Writesonic to produce AI-generated blog content. Recently, one of my old blog posts showed up as a proposed source during a content creation process in Writesonic. That was my wake-up call. These AI platforms are indexing and referencing human-created blog content as canonical answers — often without a backlink or a trace. And if you’re not part of that indexed canon, you’re invisible.

So how do you show up?

My advice: write high-quality, highly-specific, question-driven content. The more long-tail and niche, the better.

For example, I asked one member what their company does — they provide wealth management software for family offices with $50M–$1B AUM. That’s a niche audience. And rather than writing a generic post like “Best Wealth Management Tools,” they should target questions their audience is likely asking ChatGPT:

• “What’s the best software for managing multiple capital calls in a family office?”
  
  
• “How do family offices track private equity fund performance?”
  
  
• “What tools do $100M+ family offices use for reporting and compliance?”
  
  

These are the kinds of queries that LLMs like GPT and Gemini love. They’re specific. They have intent. And they’re underserved by mainstream content.

I showed how I’ve used this approach myself. When someone Googles, “What is the average EBITDA multiple for a SaaS M&A deal in 2024?” — both ChatGPT and Gemini reference my blog on SaaSRise. Why? Because the blog contains real data. I had a Wharton MBA do the initial research, I polished it, and we pulled from PitchBook to include real market statistics and charts.

That content is now cited repeatedly by AI assistants as an authoritative source.

The playbook is simple:

1. Use ChatGPT to generate 25–50 highly specific questions your ICP is likely to ask.
   
   
2. Answer them in blog posts or content clusters.
   
   
3. Ensure they are rich in data, case studies, and qualitative insight.
   
   
4. Monitor UTM parameters in Google Analytics to track if traffic is arriving via AI tools.
   
   

The shift is happening. AI is the new homepage. Your job is to feed it answers.

3. When Cold Email Isn’t Enough: Building a Layered Outbound Strategy

Later in the call, one member bravely shared a challenge: “We’re sending 5,000 cold emails a month and getting no real bites. Is email just dead?”

Here’s what I told her: Email isn’t dead — it’s just incomplete.

When you have a relatively small total addressable market — say, 2,500 school districts, each with about five relevant decision-makers — email alone won’t cut it. You need a layered outbound approach.

And if your average deal size is $25,000 or more, you can afford to do more than spray and pray. Here’s the playbook I shared:

1. Phone Number Enrichment

Use Clay.com to enrich your ABM list with verified phone numbers. It costs about $0.05 per record. If you’ve got a 12,000-person list, that’s ~$600.

2. Ringless Voicemail Drops

Once you’ve got the numbers, use a tool like DropCowboy to send short pre-recorded voicemails. These are just 20–30 seconds long — enough to introduce your brand, explain your value, and direct the listener to a next step (like visiting your site). Cost? About a penny per drop.

That means for $120, you could reach 12,000 contacts — every single person on your list — with a personalized touch that feels real.

3. Autodialer + SDR Support

We use full-time SDRs out of South Africa via Recruit.com. They cost ~$2,750/month and are high quality. We add a bonus for closed deals, bringing the total to ~$3,100/month.

With an autodialer, one SDR can easily do 150–200 calls per day, leading to 15–20 live conversations. That’s potentially two qualified leads per day — for a fraction of the cost of a senior U.S. sales rep.

4. Matched Audience Ads

Upload your lead list to LinkedIn or Meta and run thought-leader video ads. These don’t need to be hard-sell. A simple video that shows your founder talking about your product or solving a problem your audience faces can be incredibly powerful when layered with email and voicemail outreach.

5. Grassroots Selling Still Works

I also reminded her that sometimes, old-school works best. One of their previous salespeople literally road-tripped to ten school districts and closed a bunch of deals by just showing up.

It worked.

And when she lamented that these tactics are expensive, I pointed out that they actually aren’t — not when you do the math. With a $25k average deal size, you can afford to spend $12–13k in CAC and still hit great LTV:CAC ratios.

Marketing leaders often feel the pressure to perform — and she shared that weight honestly. “I feel like I’m working ten hours a day and we’re just not getting results.”

I told her: “Think like a Head of Revenue, not just a Head of Marketing.”

In some industries — like K-12 education — face-to-face wins. Email might not be the decision-making channel. Ads might not convert. But handshakes, relationships, and grassroots effort? Those still move the needle.

Don’t beat yourself up when digital doesn’t deliver. Instead, look at your real-world success stories, calculate CAC properly, and invest where the ROI lives — even if that means getting back in the car and driving to Columbus, Ohio.

4. The ROI of Events: From Booth Fever to Strategic Face Time

During the call, one member raised a question that hits home for any founder trying to justify time away from their team: “How do you judge ROI from attending events, especially when you’re expected to show up year after year?”

It’s a great question, especially when you’re working with long sales cycles — like the two-year conversion path in finance and accounting that this member described. When your product has a high price point and you're in a niche where relationships matter, events become a dance between patience and strategic visibility.

Here's how I think about it.

First, the math has to make sense. If your average contract value is $25,000–$50,000, and attending a major event costs you $30,000 for two people, then your breakeven point is one solid deal. That’s it. That framing makes the investment feel a lot less risky. If the event gives you a decent shot at building high-value relationships, it’s worth it.

That said, not all events are created equal.

One member shared how they used to attend trade shows, only to be disappointed. They’d meet lots of people, collect cards, and get enthusiastic handshakes… and then radio silence. No amount of follow-up could close the loop. Why? Because of what they called “conference fever” — a common phenomenon where attendees are excited in the moment, but forget or deprioritize the interaction as soon as the event ends.

What changed the game for them was leading with value. Instead of hoping for deal follow-up, they offered a concrete next step during the event itself: a post-conference workshop. After their mainstage presentation, they’d invite attendees to sign up right away for a private follow-up session. The ask was small, but the impact was big — it created a bridge from inspiration to action.

Another smart strategy came from someone selling into K-12. Their industry has a specific organization (IEI) that runs curated events. But these aren’t your standard booths. They guarantee sit-downs with handpicked prospects — with 8–10 scheduled 20-minute meetings built right into the event format. It’s pricey, but the ROI is sky-high because you get real time, undivided attention with decision-makers.

This is the kind of specificity that matters.

So what’s the takeaway?

• Skip the booth. Unless you're at a massive 2,000+ attendee event, you can often get more value by not being tethered to a table.
  
  
• Target small, strategic gatherings. One member shared that they’re experimenting with 50–300 person influencer events. These give you proximity to important voices in your space and make it easy to get that deep, face-to-face time.
  
  
• Leverage existing customers. If you already have a paying customer at the event, ask them to co-host a dinner or lunch. Let them invite other stakeholders. This adds social proof and warms up the room organically.
  
  

You’re not just buying leads — you’re buying time with humans who influence long sales cycles. Price the ROI accordingly.

5. From Cold SDRs to Smart Targeting: Make Every Conversation Count

As we approached the end of the session, another member shared that they had recently hired an offshore SDR in Macedonia. He was responsible for monitoring web traffic, managing live chat, and calling down intent-based sequences. But the team wanted to do more — not just keep him busy, but make sure he stayed motivated and engaged.

I suggested they try out a tool called Amplemarket.

Amplemarket takes prospecting a step further. Rather than just feeding SDRs a list of company names, it pinpoints people within companies who are actively engaging with your competitors, following relevant pages, or liking specific content on LinkedIn.

This turns intent data from a blunt instrument into a scalpel. When you know who is actively researching your space, not just what company, you can dramatically increase response rates — and your SDR can focus on warm, relevant conversations rather than cold ones.

I also clarified something I’ve learned through experience: there are really two types of SDRs.

1. Cold SDRs: These folks build pipeline from scratch. They handle outbound email, ringless voicemail, cold calls, and automation.
   
   
2. Warm SDRs: These manage inbound leads, handle follow-up, qualify interest, and push people into booked demos.
   
   

Both are useful, but they’re not interchangeable.

In this member’s case, their SDR was starting with company-level intent data — which can be hit-or-miss. If your software helps a hospital, and the signal is coming from a corporate office, your rep could end up chasing the wrong contact.

That’s why combining tools like Amplemarket with your SDR’s workflow can increase conversion and keep morale high. When reps start having real conversations with real prospects — even if they’re not yet sales-ready — they stay sharp, confident, and hungry.

6. Emotion, Ownership, and the Shift to Head of Revenue

One of the most human moments in the session came when a member admitted feeling like they were failing.

They were the Director of Marketing at a K-12 SaaS company, and after sending 5,000 cold emails a month with no clear results, they felt defeated. “I’m working 10-hour days and we’re still not hitting revenue goals. I feel like I’m failing. Maybe we should just go back to door-knocking.”

I paused.

This is where mindset matters more than metrics.

I reminded her: Don’t think of yourself as just Head of Marketing. Think of yourself as Head of Revenue.

That shift changes everything.

When you’re focused on revenue — not just impressions, opens, or email delivery — you start to see new options:

• Maybe you do bring back the field rep who closed deals by knocking on school district doors.
  
  
• Maybe you do spend $12,000 on CAC to land a $25,000 account, because the math works.
  
  
• Maybe “marketing” means paying for flights and meals instead of ads and pixels.
  
  

I also reminded her that failure to convert via email doesn’t mean you are a failure. It might mean the market is cold, the timing is off, or the channel doesn’t match the culture.

In education — especially K-12 — the decision-making process is slow, political, and resistant to risk. That’s not your fault. That’s the terrain.

But when you show up as someone responsible for revenue, you can make smarter bets. Not cheaper. Smarter.

If in-person worked before, it’ll probably work again. Run the numbers. Map the CAC. Then make your case. Your CEO will respect that.

And maybe most importantly — take a breath. You’re not alone in this. Every founder, marketer, and SDR in this group has hit a wall. The trick is not to stop. The trick is to find the door.

7. Building Buy-In With Influencer Partnerships

One of our members brought up something subtle but significant: the long play of building relationships with influencers who serve as trusted advisors to their ideal customers.

The context? They're in the B2B finance and accounting space, and the average timeline for turning an influencer referral into a customer is about two years. That’s not a typo. Two years from warm introduction to close.

Now that they’re nearing the maturity point of some of these relationships, they’re asking the right question: How do you measure ROI on events and partnerships that don't lead to immediate revenue?

The answer isn’t always clear. Events can be time-consuming, expensive, and — let’s be honest — socially exhausting. When you're the one person at the event representing your team, being “seen” becomes part of your brand, and expectations mount. This member shared that as many as 30 people were asking if she would be attending the next event — simply because her presence was now assumed.

So how do you say yes (or no) with confidence?

You ask: Is this the one moment this quarter when I can sit down with someone I’ve been nurturing for two years and have a real conversation that shifts the relationship forward?

That’s your litmus test.

8. Move from Booths to Intimacy: The Power of Curated Follow-Up

As we explored this idea of event ROI, the conversation turned to format. Trade shows were a universal pain point. The booth approach, while traditional, came under fire for one big reason: it often delivers false signals of interest.

You know the drill — someone grabs a flyer, makes eye contact, smiles, maybe even says, “Cool product.” But they’re not a real lead. They're just being polite. One member called this “trade show fever” — a kind of event euphoria where everything sounds good in the moment but fizzles afterward.

So what works better?

One smart tactic that emerged was to ditch the booth and instead host a value-first workshop.

Instead of pitching product at the event, offer a no-pressure post-event experience. Invite attendees to a virtual workshop, or even a small private dinner. One team shared that this alone became the highest-converting move they’d ever implemented. They’d end their conference session by saying, “Hey, we’re running a follow-up workshop in two weeks. Want to join?”

People signed up on the spot. No fancy lead funnel. Just trust, action, and relevance.

Another approach shared by a member working in the education sector involved leveraging a matchmaking conference. In their world, some curated events promise 8–10 guaranteed sit-down meetings with qualified prospects, based on a mutual selection process. Even though these events are expensive, they yield unmatched ROI — because you’re guaranteed time with the right people, not whoever walks by your booth.

Bottom line: trade show booths are passive. Curated experiences are active. And in 2025, active wins.

9. Let Your Customers Do the Inviting

There was a final gem in the conversation about events — and it’s one I’ve personally seen move the needle: social proof by proxy.

If you have a happy customer attending an event, ask them to invite their peers to a meal — lunch, dinner, drinks. Don’t invite them yourself. Let your customer do it. That one degree of separation builds trust, and it signals that you’re already solving problems for someone just like them.

As one member put it: “Instead of us inviting cold, we go third-party through a customer. We ask, ‘Hey, which superintendents are you close with? Would you be willing to invite them to dinner with us?’”

It’s low-cost, high-value relationship-building at its best. And in high-trust industries, that’s what opens the door.

Final Thoughts: From Relationships to Revenue

As I sat with all the insights from this call, a clear theme emerged: growth is no longer about casting a wide net. It’s about weaving a strong web.

A web made of:

• Layered outreach (email, voicemail, phone, social)
  
  
• Deep content that answers specific questions
  
  
• AI tools that expand your voice
  
  
• Intimate conversations that unlock long sales cycles
  
  
• Influencer relationships nurtured over time
  
  

Every founder, marketer, and head of growth on that call was playing the long game. And not one of them was hoping for a silver bullet. They were building systems, learning from misfires, and adapting to a shifting landscape.

And that, more than anything, is what separates those who scale from those who stall.

If you’re reading this, remember: there’s no single move that guarantees scale. But there are combinations — stacked strategies, layered messages, and consistency.

🚀 Ready to Scale? Here Are Two Ways We Can Support.

If you've made it this far, you're clearly committed to scaling your B2B SaaS company with precision, performance, and purpose.

And we’re here to help you do exactly that.

Below are the two ways we can support you:

🎓 Option 1: Apply to Join the GrowthRise Membership

The GrowthRise Membership is built for Marketing Leaders across any industry who are scaling their organization from $1M to $100M in ARR — and want to surround themselves with a growth-minded community of professionals.

Inside the membership, you’ll get:

💬 Private Slack + WhatsApp groups with access to 130+ CMOs & Marketing Leaders
🔁 Weekly Mastermind Calls to solve real-time growth challenges
📚 Access to our B2B Growth Course Slides
🎯 Member Directory to connect by industry and revenue stage
🎁 Perks and discounts on vetted tools and vendors
🧠 Weekly support from Ryan Allis and the GrowthRise coaching team

👉 Apply here to join the GrowthRise community and start your free 14-day trial.

🎯 Option 2: Apply for the Upcoming B2B SaaS Growth Program Cohort

If you’re looking for deeper implementation support to actually build and launch your growth engine step-by-step — the B2B SaaS Growth Program is your next move.

This 16-week, done-with-you accelerator helps you:

✅ Build a laser-targeted ABM lead list using Clay, Apollo, ListKit & Instantly
🚀 Launch digital ads across Meta, LinkedIn, Google, Bing & AdRoll
🧪 Optimize funnel conversion rates with proven CRO frameworks
✉️ Deploy AI-powered outbound campaigns that generate real results
📈 Track CAC, CPL, ROI, and KPIs across the full funnel
🔄 Scale your system using real-time data and weekly feedback

You’ll get live coaching, funnel reviews, campaign builds, and Slack/email support — all directly from the SaasRise and GrowthRise team (Ryan, David, Salman).

🧠 If you represent a $1M–$100M ARR B2B company ready to build a repeatable revenue engine, this is your moment.

👉 Apply here to join the next B2B SaaS Growth Program starting soon.

The future of growth is here — and it's human-first, AI-powered, and founder-led.

All the best,

Ryan Allis, CEO & Founder
GrowthRise | The Community for B2B Marketing Leaders