- Product Letter
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- How Pivoting helped Warmly hit PMF & Scaled.
How Pivoting helped Warmly hit PMF & Scaled.
11x, & Typeform’s Creator campaign, Reddit Ads case study,Allbound outreach engine ( $2m), and more...
Okerosi Davis
May 11, 2025 • Letter: 12 minutes
To Marketers,
Okerosi here with Product Weekly.
In this newsletter, I share proven insights I have gathered this week across; product marketing, B2B ad creatives & SaaS growth playbooks from the top 5% minds in the space.
In this week’s roundup:
- 11x, & Typeform’s Creator campaign
- Reddit Ads case study
- Allbound outreach engine ( $2m)
Weekly Letter
Typeform & 11x ‘s Creator Campaign Breakdowns
B2B influencer marketing is not the future. It’s already here with us.
As I have written in the past, I am keeping close tabs on this channel, specifically on LinkedIn.
A couple of weeks ago, AJ from Creator Match and David from Limelight; - B2B Creator marketing platforms shared examples of campaigns worth sharing.
Typeform’s ‘Get Real’ Campaign
Typeform's 'Get Real' Campaign is live!
They’re asking people what they really think about trending topics, starting with influencer marketing.
Initial results:
→ Creators: 27
→ Likes: 2000+
→ Audience size: 4k min, 362k max
→ Format: All video
But here's what's happening below the surface that most marketers miss:
1) Targeting the psychological tension between authenticity and polish by framing it as "Get Real."
2) Mixed audience (mix of micro and macro creators) to hit all niches.
3) Survey + opinion + video format = the triple threat engagement formula. They're not just building awareness, they're creating a data asset while driving engagement.
4) Instead of paying creators to say nice things about them, they're paying creators to start conversations about a topic adjacent to their product.
5) They're amplifying the highest-performing content for influencer whitelisting (ie LinkedIn Thought Leader Ads).
Bonus: I shared in my last "Campaign in the Wild" post that you MUST get employees to buy-in to the campaign as well. Look at some of the LinkedIn banner images from Typeform employees like Meg Gowell (says "Get Real Campaign)."
The campaign structure is brilliant: Creators complete the "Get Real" survey, then record a "hot take" video on influencer marketing, add the purple branded banner, and share authentic POVs on social.
11x booked 1000 demos with Creator campaigns
"Easy. Limelight can do all this FOR YOU!"
What happened next? 👇🏼
1. We curated the perfect B2B creator lineup
→ Found highly relevant LinkedIn influencers with audiences full of 11x’s ideal customers.
2. Activated at lightning speed
→ 11x sent proposals Monday, creators went live Tuesday, and by Wednesday… 1,000+ demos were booked.
3. Eliminated the chaos
→ No more juggling contracts, approvals or performance across 10 tools. Everything ran inside Limelight.
4. Provided real-time campaign tracking
→ 11x saw EXACTLY when posts went live & how many leads each creator brought in.
5. Flooded social media
→ Multiple creators, posting at the same time, championing the product, dominating the conversation.
The result?
🚀 +600% demos – from 1k to 6k per month.
💪🏼 Zero extra headcount – all managed by Limelight.
📈 Sales team FULLY BOOKED. Huge pipeline expansion!
Keith Slacked me recently...
"On Tuesday alone, we jumped from 50 demos a day to 1,000 - no joke. That kind of impact is insane."
B2B influencer marketing is the next big GTM play.
Expert Webinar
The art of the pivot: Max Greenwald on finding PMF and scaling Warmly
The SaaS Revolution Show host, Alex Theum, is joined by Max Greenwald, Co-founder and CEO at Warmly. Here is the summary of the learnings;
Warmly's product-market fit was achieved after three years of pivots, evolving from a failed Tinder-like app for co-founders to a successful sales and marketing SaaS solution.
The company's journey involved multiple pivots, securing $20M in funding, and growing to 60 employees with a 60/40 split between GTM and engineering/product/design teams.
Growth and Scaling Strategies
Warmly's blitzscaling strategy for 2025 includes aggressive hiring, doubling down on AI, and focusing on GTM efficiency to reach $1B in ARR by 2025.
The company's first 100 customers were acquired through a design partner program, cold outreach, and later incorporated warm lead outreach using intent data for better targeting.
Warmly achieved zero to $1M ARR in its first year, maintaining 10-12% monthly growth in 2025, with a goal to triple its business to $7.5-8M ARR by year-end.
AI and Efficiency Initiatives
Warmly implemented an AI efficiency initiative mandating daily AI use across all departments, with speaker series and AI talks to promote adoption and offset blitzscaling pressure.
Funding and Strategic Decisions
The company declined a $22M private equity offer with a $2M profit spin-off, opting instead to blitz scale towards a $1B ARR goal.
Warmly's 2025 blitzscaling strategy includes expanding paid ads, doubling the marketing team, and hiring more salespeople to support rapid growth.
Proven Framework
Hitting 71 Deals in 60 days - Amos Bar-Joseph
I closed 71 deals in the last 60 days – solo. No marketing, no SDRs. Just AI agents augmenting every step. Everyone’s trying to replace their reps with AI. I’ll show you how to train yours to command it - and become 100x sellers.
At Swan AI, we’re building the first autonomous business - scaling to $30M ARR with just 3 founders and a swarm of AI agents.
Not by replacing humans.
But by turning every founder into a 100x version of themselves.
And so I own the full GTM motion:
From sourcing pipeline to closing deals - every touchpoint is mine.
I don’t have a growth team.
I am the growth team.
Every dollar we’ve made so far has come from founder-led selling - zero ad spend, zero SDRs.
But if you look closely, I’m not doing this alone.
While most teams are outsourcing GTM to generic AI SDRs, Ido and Niv built a swarm of agents around my unfair advantages.
And so we anchored the swarm in one simple truth:
my greatest passion has always been writing.
So when we saw my LinkedIn content cutting through the noise, we leaned in - not with more posts, but with agents that could turn attention into pipeline.
We didn’t plan it all upfront.
We just knew we’d use AI in our GTM.
But as the content hit, the signals became obvious:
Which agents I needed.
Where they should plug in.
What to automate - and what to protect.
What started as a solo writing habit turned into a system for scaling demand, 24/7.
The agent stack wasn’t pre-built.
It emerged from what worked.
We discovered it.
The first agent helped me write.
I was spending hours on research - and I needed to keep the 1M+ monthly impressions flowing.
Then came the flood of engagement: 15,000+ reactions, comments, signals.
We built an agent to catch what I couldn’t - the buyers hiding in plain sight.
Then 300+ connection requests started hitting every day.
Another agent stepped in - accepting, prioritizing, even initiating the right conversations.
And that was just the top of the funnel.
We’ve built agents for every layer - from first touch to final close.
Every layer had its friction.
Every friction revealed a pattern.
Every pattern unlocked a new agent.
Until we weren’t just building tools.
We were building an intelligence swarm.
This wasn’t some off-the-shelf AI SDR.
It was an agentic network built around me.
Around how I think.
Around what I see.
Around what I miss.
Most GTM teams use AI to amplify outcomes.
Fewer reps. More meetings. Cheaper pipeline.
But we took a different path.
We use AI to amplify people - building around their instincts, strengths, and blind spots.
The goal isn’t fewer sellers.
It’s 100x sellers.
Reddit Ads Case Study from Adam Holmgrem
I spent $2,000 on Reddit Ads so you don’t have to. Here’s what happened.👇
I ran 3 campaigns for 45 days.
$10/day each → scaled to $50/day after 20 days.
I tested three targeting setups:
Campaign 1: r/LinkedinLunatics (massive reach, questionable relevance)
Campaign 2: r/LinkedinAds (hyper-niche, high relevance)
Campaign 3: Keyword targeting "LinkedIn Ads" (somewhere in between)
After the first 20 days, I made two key changes:
1️⃣ Switched to feed-only placement for subreddit targeting, and conversation-only for keyword targeting .
2️⃣ Replaced r/LinkedinLunatics with r/b2bmarketing, hoping for better relevance.
Here’s what the last 25 days added, and how the full 45-day test played out:
FINAL RESULTS
r/LinkedinAds (small but mighty)
Impressions: 2,100
Clicks: 48
Signups: 9
CTR: 2.3%
CPC: $1.75
Signup rate: 18.7%
Keyword: "LinkedIn Ads"
Impressions: 86,000
Clicks: 213
Signups: 6
CTR: 0.25%
CPC: $0.80
Signup rate: 2.8%
r/b2bmarketing (replaced LinkedinLunatics)
Impressions: 74,000
Clicks: 181
Signups: 2
CTR: 0.24%
CPC: $0.45
Signup rate: 1.1%
Total spend: ≈$2,000
Total signups: 17
Average cost per signup: $117
WHAT WORKED
✅ Hyper-niche beats broad
r/LinkedinAds delivered the most signups with the highest conversion rate. Volume was limited, but relevancy was strong.
✅ Placement strategy mattered
Feed placement drove almost all of the clicks for subreddit targeting.
WHAT DIDN’T WORK
❌ Broad subreddits looked efficient on paper with low CPC, but they converted poorly
❌ Keyword targeting brought traffic, but relevancy was scattered
❌ Scaling was a challenge. r/LinkedinAds had limited daily reach.
WHAT I’D DO DIFFERENTLY NEXT TIME
💰 Focus exclusively on niche subreddits with clear relevancy.
💰 Invest more time in creative testing. The best ads look like native posts.
This experiment didn’t deliver a flood of signups. But it gave me a much better understanding of audience quality, ad placement, and creative context.
If you’re thinking about trying Reddit Ads for B2B, it’s not a bad move, just don’t expect plug-and-play results.
It takes testing, iteration, and a willingness to learn.
B2B Creatives
Wolf of Wall Street: B2B Marketing Video Creative
Letter Examples
✅ STEP 1: Gathering INTEL
The best way to dive deep into my target persona’s pain points/workflows is by having proper conversations with them.
This also gives me a better market overview, and I learn a lot about industry trends/competitors etc.
This is what I’m using for that:
- Call recordings & transcripts: Fathom
- Reddit keyword alarms: F5Bot
- LinkedIn keyword alarms: Trigify.io
- Company lookalike searches with PandaMatch 🐼
- Find the right people through Sales Navigator
- Auto connect with ICP through HeyReach.io
- Track their posts & activity through Breakcold
✅ STEP 2: CREATE CONTENT
Based on this feedback loop, I create highly relevant content on LinkedIn and YouTube for my ICP.
Over time, it became painfully evident that the less I actually talk to people in the market, the less my content resonates, the less engagement it gets.
✅ STEP 3: TRACK ENGAGEMENT
I track profile views & post engagement with Teamfluence™.
This allows me to see who might be potentially interested in giving BetterContact a try.
✅ STEP 4: QUALIFY ENGAGEMENT
- I send engagers to Clay, then qualify & enrich leads
- I use Zenrows to scrape the website
- GPT o4-mini to measure ICP fit
- Sometimes Builtwith for a technographic analysis and a potential integration play
(P.S. we recently launched our new Hubspot AutoEnrich integration)
For qualified leads:
- I enrich the email address with BetterContact
- Write email copy w/ GPT o4-mini (for ICP Tier 1 & 2)
- Check for technographic details
for a potential integration play using BuiltWith
(e.g. pitching our Hubspot integration)
✅ STEP 5: OUTREACH
My next step is reaching out to the different ICP levels.
The structure & cadence is the same (3 touches), but if there is no reply for ICP Tier 1’s, I try my best to call them.
I'm using both Instantly.ai and ReachInbox for that (Zapmail.ai for mailboxes).
I find mobile numbers with BetterContact, and AirCall to dial (depending on geography).
The feedback from my outreach (from super excited to angry reactions) is again a big booster for my market/ICP understanding, thus allowing me to create relevant content, and the whole cycle starts again.
That is all for this week.
Reply to this email; questions & feedback.
Let’s connect via LinkedIn - Okerosi