B2B Growth Strategies: Scaling High-Ticket Sales in Q1 2025

Building in Public with David Ellis

Episode Summary

In this episode, David Ellis and Stacey Cruickshanks reveal the exact marketing strategy they're using to achieve 30 high-ticket sales in Q1 2025—double their usual rate. They break down LinkedIn demand generation, content strategy, and paid advertising while answering audience questions about scaling B2B sales.

Whether you're a founder, marketer, or consultant, this episode provides real-world, data-backed insights to help you grow your business.

Guest Profile

David Ellis is a B2B marketing expert specialising in demand generation and high-ticket sales strategies. With extensive experience in LinkedIn advertising, content marketing, and scalable growth systems, David helps businesses drive inbound leads and increase revenue.

Key Takeaways

The Q1 Goal: 30 High-Ticket Sales

• Target: 30 sales in Q1 2025 (double the usual rate)
• Strategy: Increase marketing spend while maintaining conversion efficiency
• Success Metrics: Cost per demo, customer acquisition cost, and closed deals

Why Share This Strategy Publicly?

• Builds trust and credibility by being transparent
• Helps refine the strategy with real-time feedback
• Positions B2B as an industry thought leader

The LinkedIn Growth Strategy

• 80% of leads come from LinkedIn (organic & paid)
• Focus on demand generation instead of direct selling
• Promote valuable, authority-building content
• Use paid ads to amplify high-performing organic content

The Science Behind Content Creation

• Content should be consistent but not repetitive
• Stick to 4-10 core messaging pillars
• The goal is brand recall—when buyers are ready, they think of you

How to Convert Content Consumers into Sales

• 80% of content should be educational
• 20% should drive action (case studies, testimonials, direct CTAs)
• The less you ask, the more you earn—focus on trust-building

Cold, Warm & Hot Audience Strategy

• Cold audience (40%) → Awareness content
• Warm audience (40%) → Trust-building content
• Hot audience (20%) → Conversion content (case studies, CTAs)

Paid Ads vs. Organic Content

• Organic builds long-term authority but is algorithm-dependent
• Paid ads guarantee visibility and scale successful content
• Best approach? Use both together for maximum impact

Scaling Beyond Organic Content

• Paid ads amplify results and target ideal customers
• Focus on platform-specific content for each channel
• YouTube, Meta, and TikTok require unique content strategies

How Much Traffic Do You Actually Need?

• 250K+ impressions per month are needed for significant impact
• More exposure → More leads → More sales

Advice for Founders New to LinkedIn

• Identify pain points & desired outcomes of your target audience
• Share unique insights to differentiate yourself
• Engage with your audience and start conversations

LinkedIn vs. Google Ads: Which Should You Choose?

• Google Ads: Great for problem-aware buyers who are ready to purchase
• LinkedIn: Best for building brand trust and long-term demand
• Best approach? Use both together—Google for conversions, LinkedIn for demand

Expanding to Other Platforms

• LinkedIn strategy does not translate 1:1 to other platforms
• YouTube requires video-optimized content
• Meta & TikTok can be used for retargeting

How to Reach Out to David

• Connect with David Ellis on LinkedIn for insights & Q&A
• Follow for weekly content on B2B growth strategies

Chapters & Timestamps

0:00 – The Power of Giving Value Without Asking

1:09 – The Big Goal for Q1: 30 High-Ticket Sales

2:10 – Why Share This Strategy Publicly?

4:04 – My LinkedIn Strategy (Building Demand)

8:15 – The Science Behind Content Creation

13:06 – How to Convert Content Consumers into Consultations

16:55 – How to Structure Cold, Warm, and Hot Audience Content

20:45 – Paid Ads vs. Organic: What Actually Works?

26:01 – How to Scale Beyond Organic Content

28:07 – The Traffic Volume Needed for Success

29:12 – Advice for Founders New to LinkedIn Marketing

32:46 – Choosing Between LinkedIn and Google Ads

36:49 – Expanding the Strategy to Other Platforms (YouTube, Meta, TikTok)

41:09 – How to Reach Out to David

About the Podcast

The B2B Growth Podcast is dedicated to scaling B2B businesses through demand generation, content marketing, and paid advertising. Hosted by David Ellis & Stacey, we break down proven strategies to help founders and marketers drive inbound sales.

Follow us for weekly episodes on LinkedIn growth, paid ads, and sales strategies.

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