Stacking Growth | The B2B Marketing Podcast Get Started: Performance Marketing Plays that WORK
Oct 28, 2025
Ky Shaw, the founder of DemandOS and a performance marketing expert, shares valuable insights for B2B companies. He discusses effective performance marketing plays that create a robust sales pipeline quickly. Topics include aligning marketing with sales, crafting high-intent offers for lesser-known brands, and strategies for direct-response advertising on LinkedIn. Ky also highlights the importance of actionable content, tools like ROI calculators, and experimenting with incentivized demos to attract quality leads while maintaining a competitive edge.
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Control Bids And Coordinate Account Lists
- Agree an explicit named-account list with sales and always run manual bids on LinkedIn instead of max delivery.
- Use lead gen forms to reduce friction and ensure you can trigger fast sales follow-up.
Solve Upstream Job Problems With Content
- Build content that solves a specific upstream job-to-be-done for a named role instead of generic 'state of' content.
- Make content immediately actionable so prospects can use it in their job and reveal buying intent.
Use A Conversion Components Bank
- Use a conversion components bank: define customer role, exact job line, three common current options, and fatal flaws for each.
- Brainstorm a content offer that 10Xs existing options and directly signals a buying problem to sales.