In this episode of B2B Better, I sit down with Emir, the co-founder and CEO of HockeyStack, to explore the strategies that fueled the company's meteoric rise from zero to 150 customers, including industry giants like ActiveCampaign. Emir shares how HockeyStack transitioned from a product analytics tool to a powerhouse in B2B marketing, embracing pipeline generation as a company-wide mission.

We discuss the evolution from inbound-led growth to the strategic introduction of outbound tactics, the challenges of balancing these approaches, and the importance of fostering a collaborative culture across teams. Whether you're a SaaS founder, a marketer, or just looking for actionable insights on scaling, this conversation is packed with value.

We also cover his view on how LinkedIn influencer marketing is evolving—and why Emir thinks it might soon face diminishing returns.

Plus, you'll hear expert advice on outbound campaigns from Rob at Sopro - from how to build and balance them against an inbound programme.

Episode Highlights

• Emir shares the origins of HockeyStack and how it identified the need to help companies understand customer conversion journeys.
• From inbound to outbound: what prompted HockeyStack to expand its marketing playbook.
• How HockeyStack integrates pipeline generation into every department and creates a company-wide mission.
• Why Emir believes influencer marketing's golden age might be nearing its end.
• Rob from Sopro breaks down the metrics that matter most in outbound campaigns.

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro.

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer.

Visit sopro.io/b2b-better-offer to find out more.