High-Value Client Acquisition

Most problems in GTM can be solved with one thing: a better understanding of your customers. Sounds simple, right? It’s not. Especially if your systems are siloed and you don’t have an analyst on your team. Here’s the good news: It’s something AI is phenomenally good at – if it has the right data. If you’ve used ChatGPT’s deep research feature, you know how good it is at analyzing vast amounts of data and producing detailed insights. If you’ve used HubSpot, you know that it unifies structured and unstructured data and has full context across the customer journey. Today, I’m super excited to share that HubSpot is the first CRM to launch a deep research connector with ChatGPT. That means you can now do advanced analysis of context-rich customer data – and immediately take action on those insights. The result? Better experiences for your customers. Better outcomes for your business. Here are some use cases: - Marketers, you could ask for a list of 'VP' and 'C-Level' leads who opened an email in the past week but have no next activity scheduled – then run a hyper-targeted follow-up campaign. - Sales leaders and reps, you could pull up a summary of why your high-potential deals are stalling – then create an email sequence that addresses the most common objections. - Customer success leaders, you could generate a list of at-risk customers and a unique renewal plan for each one – then take proactive steps to retain them. I can’t wait to see what our customers achieve with the power of deep research and unified data, right in their flow of work. If you’re a HubSpot customer with a paid ChatGPT plan (Enterprise, Team, Pro, Plus, or Edu), you can get started now!

"If you want something done right, do it yourself." - I used to believe this but I was wrong! I learned the hard way that this mindset holds everyone back—including me. Real growth happens when you build a team you can trust. That's when it clicked: The strongest leaders aren't the ones with the tightest grip—they're the ones who know when to delegate. My approach? I'm not their supervisor—I'm their mentor. When a team member makes a bold decision in a client meeting, they know I've got their back. When they face challenges, I'm their shield, not their critic. Here's how we make this work: > Smart goal setting: We kick off each year by breaking down targets from HQ, involving teams in shaping their goals for ownership, and conducting quarterly reviews to stay agile and realistic. >  Real Independence My team has the freedom to travel when needed to meet clients, the authority to make decisions, and the space to innovate—and occasionally fail. >  Balance is key Clear accountability, regular check-ins (not checkups), and support when needed, with space to thrive. Their targets are my targets. Their success is my success. If they don't achieve, I don't achieve. We're in this together, but I'm behind them, not over them. As a result, they’re a team that doesn't just meet targets—they crush them. Because empowered people will always outperform controlled ones. How do you balance guidance with independence? #LeadershipLessons #TeamManagement

If I had to start my 6-figure business, this would have been my first few steps (with a real example at the end) - Step 1: Identify Your Unique Value Implementation: - Complete a "Before & After" grid: List what clients experience before working with you (pain points) and after (benefits) - Use the "So What?" test: For each feature you offer, ask "so what?" until you reach the true benefit - Tools: Miro for visual mapping, Google Forms to survey past clients about what they valued most Step 2: Analyze Your Competition - Create a simple competitor matrix: List 5 competitors across the top, key service features down the side, mark what each offers - Highlight pricing, deliverables, timelines, and guarantees to find underserved areas - Tools: Ahrefs for keyword research on competitors, notion for tracking competitive intelligence Step 3: Define Your Ideal Client - Draft a "Day in the Life" scenario for your ideal client, focusing on their challenges and objectives - Plot clients on a 2x2 matrix: "Easy to Work With" vs. "Profitable" to identify patterns in your best clients - Tools: Make Persona for creating client avatars, LinkedIn Sales Navigator for researching prospect profiles Step 4: Craft Your Offer - Write your offer using the PAS formula: Problem-Agitation-Solution in under 100 words - Create a bulleted "This Includes/This Doesn't Include" list for clarity - Tools: Hemingway Editor to simplify language, Loom to record a 60-second pitch for testing Step 5: Test and Refine - A/B test two versions of your offer in outreach emails or discovery calls - Track conversion metrics: inquiry-to-call and call-to-client ratios - Tools: Calendly for tracking booking rates, TypeForm for collecting prospect feedback Real-World Example: BEFORE:  "WordPress development services at competitive rates." AFTER:   "7-day WordPress sites for fitness coaches that convert 30% better, with same-day tech support and DIY training included." This focused offer speaks directly to a specific client's needs, timeline concerns, and desired business outcomes. Hope this helps!

Is your marketing strategy truly client-focused? Building strong client relationships starts with putting their needs at the heart of your approach. Here’s how to craft a strategy that resonates: 1) Understand their needs Listen actively and uncover their challenges to provide real solutions. 2) Speak their language Use messaging that aligns with their tone, values, and industry. 3) Adapt as they grow Stay flexible and evolve with your clients’ changing needs. 4) Deliver tailored solutions Customization shows that you’re invested in their success. 5) Build trust through consistency Reliable communication and quality service foster long-term loyalty. Client-focused marketing isn’t just a strategy—it’s the foundation for sustainable growth. Ready to put your clients at the center of your marketing? Start implementing these steps today and watch your relationships flourish.

I just spent a month speaking with 40 millionaires and billionaires and most luxury brands should be terrified. These are the clients with family offices, business managers, private assistants—considered Ultra High Net Worth (UHNW). They can buy anything, at any time, in any category. And what they told me is something no brand wants to hear: They are bored. Disappointed by brands that say they “know” them. The experiences? Formula 1 boxes. Private islands. Vintage champagne. Yacht crews. Private viewings. Michelin dinners. All… expected. All… repeatable. All… instantly replaceable. Luxury has collapsed into sameness. Variations on a theme that hasn’t changed in decades. What was once a private client pinnacle is now predictable theater. And they are quietly pulling back from brands that claim to know what they want but haven’t evolved in decades. And here’s the paradox: these individuals run empires. They understand strategy. They understand flawless execution. They understand differentiation. Which is why they’re restless. And why they won’t hesitate to walk away mid-engagement and not come back. I heard these stories recounted over and over. So what do they actually want? Two signals came through loud and clear: ✨ The Unbuyable Principle When you have unlimited funds, more extravagance doesn’t matter. They already buy what they want. They want access to what they cannot buy — things that require imagination, curation, and connections that money alone cannot unlock. They don’t need more. This is not more personalization. This is not more storytelling. More privacy. This is something unbuyable unlocked on their behalf. ✨ The Micro-Moment Mandate Yes, they expect the big things to be flawless. But what they crave are the small things — exceptional, curious, interesting—delivered throughout. As part of this project, we are working on micro-moments delivered every 30 minutes or less during an engagement. These are experiences of ingenuity, craft, and creativity. Honed and ethereal. Luxury is no longer just about a grand crescendo. It’s about the unbroken pulse — exceptional mini-hallmarks that are cravable and unpredictable. Other themes emerged around artisanship, wellness, rarity, and pride. I’m synthesizing all of it into a white paper that will be released in the next few weeks. Here’s the way I see it applying broadly: Formula 1 is the zenith of racing. Over time, the F1 technology filters into the car you drive every day. In the same way, what begins with UHNW clients will cascade into mainstream luxury — and ultimately, into the way you experience an Apple Genius Bar or even a Chick-fil-A. So there are lessons for everyone in this work with UHNW. The wake-up call is this: luxury isn’t faltering with UHNW because of price or demand. It’s faltering because it has lost creativity and imagination for evolving with these clients — the very essence of delivering elegance, refinement, and meaning in a way that cannot just be bought.

This content format is the most effective at generating ICP engagement. It drove 50% of my LinkedIn growth over the past 6 months, grew my email list by 2K+ subs, and booked 20% more demos for notus each week: The format: lead magnets. Lead magnets are high-value resources that solve a specific problem for a target audience. My top lead magnet on LinkedIn got 1,376 comments and 117k impressions. I've published 20+ and every single one outperforms my average post. Here's how I create and deploy one in under 24 hours: 𝗦𝘁𝗲𝗽 𝟭: Define audience Before creating anything, I answer three questions: • Who am I trying to help? • What problem does this solve for them? • What outcome will they walk away with?    𝗦𝘁𝗲𝗽 𝟮: Break down their problems into micro problems I can solve For example, I help B2B founders generate demand through personal branding. I could break that down into: • How to write a LinkedIn post • How to set up a content engine • How to do signal based outbound 𝗦𝘁𝗲𝗽 𝟯: Choose format I think about what the best format would be for the topic I’m going to cover. I think about how the audience will likely engage with the lead magnet. Then I try to choose a format that makes it easiest for them to digest and use. • Miro board → These are great to visualize processes or to reverse engineer and analyze funnels of other people. • Notion templates → Great to help people set up workflows, CRMs, or mini courses • Presentations & Slide Decks → Step-by-step process guides or workshops.    𝗦𝘁𝗲𝗽 𝟰: Build the funnel This is how I take my audience from rented to owned. I set up a landing page where people enter their email to access it. I like Gumroad or Kit. When they put in their email, it gets added to my newsletter list and they get the lead magnet sent straight to their inbox. I also set up a thank you page where people can book a demo with my team. Step 5: Deploy and distribute 1. Write a post that sells the outcome of the lead magnet, close with: "Comment [keyword] and I'll send it your way." 2. Monitor comments and respond quickly → Engagement drives visibility. 3. Manage the DMs → Make sure the resource goes out to every person who commented. Use each DM as an opportunity to qualify prospects. Not every lead magnet is a hit. But they consistently drive relevant ICP signals and sales calls. For me, they've become a non-negotiable part of my content mix.

Client centricity is not a marketing line. It is a discipline. Every company claims to value clients. Very few build systems that prove it. Being client centric is not about polite conversations, festive greetings, or saying “we appreciate your business.” It is about response time, follow through, ownership, and consistency. It is about closing loops without reminders. It is about maintaining execution intensity even after the first three months of excitement are over. In manufacturing, repeatability builds trust. In services, responsiveness builds trust. The moment response slows, accountability diffuses, or meetings happen without measurable outcomes, trust starts eroding quietly. Not dramatically. Quietly. Long relationships do not reduce responsibility. They increase it. When a client stays with you for years, your standards should rise, not relax. Familiarity must never create comfort. Comfort is the silent growth killer in service businesses. If we aspire to work with global clients, we must operate with global response standards. Clear timelines. Clear ownership. Clear metrics. Client centricity is not emotional. It is operational. And operational excellence is always intentional. The real question is not whether we value clients. The real question is whether our systems prove it. #ClientCentricity #ManufacturingLeadership #OperationalExcellence #ExecutionDiscipline #BusinessGrowth

Real estate sponsors keep complaining that family offices are slow and frustrating. But they’re missing the real problem: they're pitching the wrong type of family office for their deal. Here’s why: As institutional capital remains tight, more real estate sponsors are turning to family offices. But most operators lump all family offices together, which leads to frustration. Especially when a relationship that seemed promising ends up going nowhere. To simplify things, I published a taxonomy breaking down the six types of family offices you'll actually meet and how they differ in check size, sophistication, speed, and control required. 1/ Large Multi-Family Offices (ICONIQ, Bessemer) behave like institutions: They have dedicated real estate teams, can write $10M+ checks, and move with conviction when they find the right opportunity. But they'll demand control and sophisticated reporting. 2/ RIAs (Creative Planning, Mariner) manage thousands of HNW clients through feeder funds: They can deploy significant capital but move slowly due to compliance layers and client suitability requirements. 3/ Single-Family Offices with Real Estate Teams (MSD, Perot) are sophisticated and fast when motivated: They write $5-50M checks and can make contrarian bets quickly, but expect high involvement in decision-making. 4/ Real Estate Family Offices (Milstein, Durst, LeFrak) made their money in real estate: They're confident operators who often prefer doing deals themselves rather than backing third parties. Approach carefully: they may be competitors as easily as investors. 5/ Single-Family Offices Without Real Estate Teams represent the majority of the ~10,000 family offices in the US: They write smaller checks ($2-10M), move cautiously, and prefer joining syndicates rather than leading. Expect a long courtship. 6/ Ultra High Net Worth Individuals vary wildly: Some can write large checks quickly if you’ve got something interesting. Others will consume hours of your time for a small commitment. There’s no rhyme or reason. Understanding which type you're talking to changes everything about your approach: the deck you show, the control you offer, the timeline you expect, and whether you should even be having the conversation. That alone can save you time, money, and frustration. And if you want to put this into action, our Family Offices Workshop helps you learn how family offices invest, explores real-world case studies, and gives you the tools to build your capital network and negotiate smarter. Link in comments.

Old school sales tactics are broken. Nobody responds to a hard sell anymore... The best pitches don't feel like sales calls, they feel like a diagnosis. When I first started Lever, I'd get on calls and try to convince people they needed what we offered. It felt forced and no one cared. But everything changed when I stopped trying to convince and started trying to understand. When you do that, the sale becomes natural. Not because you convince them, but because they can see you get their problem better than anyone else. And there are a few things that make that possible: 1. Define A Clear ICP (Ideal Customer Profile) Know exactly who you're selling to. Figure out: → Who this is built for? → What stage they're at? → What they're struggling with? → Who this isn't for? 2. Understand Their Pain Points Show you understand what they're going through. Ask: → "What's your setup now?" → "What's broken?" → "What's that costing you?" → "What changes if this gets solved?" 3. Create An Irresistible Offer Everything flows from your offer. If it's weak, nothing else matters. Make it valuable, clear, and tied to the outcome they want. 4. Build An Ecosystem That Drives Leads Build systems that generate attention, nurture it, and convert it. → Content, outbound, ads → Newsletters, lead magnets, funnels → Calls, product pages 5. Remove Risk With Proof Don't just talk. Show evidence. → Results with context → The process you followed → Predictable timelines Skip the pitch until you've earned trust with proof. 6. Make The Next Step Easy End every conversation with clarity: → "Here's what I'd do next." → "Want me to map this out for you?" No pressure. Just direction. 7. Ask for Referrals Great work leads to referrals naturally. → Deliver a clear win → Remind them who you help → Make it easy to introduce others Sales get easier when you stop trying to convince people and start helping them see what's possible. If you want more breakdowns on building trust and turning conversations into clients, subscribe to our free newsletter, Building Leverage. Each week, we'll give you quick tools to grow your influence and close more deals without feeling pushy. Subscribe here: https://bit.ly/47q7i9v

$10K/Month budget… 4X monthly results.  8 purchases and 10 free trials in January.   20 purchases and 48 free trials by April. Here's what changed. We took over a client's LinkedIn ads at the start of the year. The structure was broken. Budget was spread too thin. Retargeting was built on low-intent signals. We restructured everything before launching a single new ad. February: 12 purchases, 25 free trials - Same budget. Retargeting rebuilt around real intent 👉 website visitors, high video engagement, meaningful interactions. March: 13 purchases, 47 free trials - New creative introduced. A more robust MOFU & BOFU layer was implemented. We had a stronger foundation to work with. Now we had a system of driving stronger intent, nurturing with content, & creating FOMO & urgency with ads that have a direct CTA. April: 14 purchases, 48 free trials - Our audience pools & touchpoints are maturing. System compounding. Every month the data gets sharper. May: 20 purchases, 10 free trials - Purchases hit an all-time high. Trials dropped. The client temporarily removed the free trial option from their site. The purchase growth still came. This is what a compounding funnel looks like. Month 1 you are building the structure. Month 2 you’re gaining volume from your ICP and building touchpoints. Month 3, 4, 5 the funnels maturing, touchpoints are building, and conversions are compounding. Most companies give up in month 1 wondering why nothing's coming out. The system was not broken. It just was not built yet. The previous setup wasn’t “wrong”, it was just a strategy that didn’t work for this client. By rebuilding the system in a way that focused on clean audience segments over hyper-segmentation, And building out a more robust retargeting strategy, We were able to gain the momentum we wanted and 4X monthly results. #linkedinads #b2bmarketing