YOYABA

B2B tech & AI marketers on LinkedIn are obsessed with finding the ONE hack that will propel their brand to new ARR heights. When I asked Julia, VP Marketing at Parloa, what this one lever for their next growth stage could be, her answer was unexpected, but made perfect sense. Thank you, Julia, for joining our podcast despite a busy OMR week. It was such a pleasure to have you. 🙏

Before our partnership, Proof called 80% growth “imaginary”. After 2 years of hard work, we achieved 89% year-on-year growth. How we built a revenue engine for the “Uber of Process Serving” in the US legal industry: 1/ Revenue Operations & Infrastructure Instead of rushing into paid campaign setup and organic content, we started with the data & process foundation every GTM motion depends on. Our RevOps team rebuilt the attribution model from scratch, designed a custom ICP scoring system with waterfall enrichment and built account routing that gets high-value inbounds to AEs and mid-market to SDRs. The north star metric changed from sign-ups to first job submitted, the actual revenue event. 2/ Demand Capture & Demand Creation for paid growth Proof was running on demand capture only. We optimized the paid search motion for precision and revenue, then added a brand-led demand creation layer. The idea for a cross-channel paid campaign came from an analogy used in Proof's own sales team: “We can track an Uber ride or a FedEx package. Why not legal operations?” We turned that into the “Like Uber” brand campaign across Meta, LinkedIn, and Reddit. The result: a 0.92 correlation between social spend and branded search volume and conversions, plus an 89% incline in paid growth year-over-year. 3/ Organic Growth & AI Visibility The existing site infrastructure wasn’t ready for the future of AI and agentic search. Shifting content priority from 90% blog to commercial-first, consolidating 1,000+ local pages, resolving core technical SEO and kicking off a dedicated AI search workstream turned into 25% more organically sourced new paying customers year-over-year. Thanks Nick and the whole Proof team for your trust. And a big shoutout to the whole team who has done an incredible job. The 100M is next on the list – let’s go 😎 PS: If you’d like to see how this could work for you, let’s talk: https://lnkd.in/eMEHhQ2S

After two decades of pure PLG and 40,000 B2B customers, sipgate is partnering with us to build a sales-led motion and strengthen their positioning as leading AI voice vendor In case you haven't heard of them: They became one of Germany's most established B2B telephony vendors through 20 years of product-led growth. Now, to go upmarket toward enterprise, they want to build a sales-led growth motion from scratch, scale their AI voice agent through paid, and turn Satellite from a known B2C freemium product into a B2B motion. When Susanne and her team walked us through the status quo, the task became crystal clear: > their mid-market product-market fit is validated, but want to elevate revenue share to the next level > the 15-person marketing team is just starting to gain insights and best practices in the SLG approach after focussing on PLG for 15 years > SLG contracts are coming in, but not nearly in the amount needed to reach their new business goals in the mid market segment It's rare to see a scale-up with this much ambition AND this much self-awareness. Suse openly shared that this transformation towards SLG is a whole new journey for them. That kind of honesty is the perfect foundation for real progress. This is the scope we're taking on with them: Paid Growth across the core platform, the AI Agent, and Satellite's new B2B motion, organic Growth built for SERPs and AI search and the RevOps architecture connecting ad spend to pipeline. All connected through a growth strategy fueled by sipgate's ambitious product development plans and our experience in bringing client’s SLG revenue to the next level. I can't wait to see what the next months will bring. Thanks to Susanne, Philipp and the entire sipgate team for your trust. Let's go 😎 PS: YOYABA has 2 open slots from September onwards, let’s elevate your paid growth engine: https://lnkd.in/eMEHhQ2S

Proof is growing 71.7% platform signups & first job executions YOY, heading straight towards $100M ARR. And they’re doing it in legal tech, one of the most conservative, unsexy industries out there. Or at least, it used to be. I talked to their VP of Marketing Nick Bhutani about how you win attention in an industry like that. Before joining Proof, he spent his whole career in the marketing engine rooms of companies like Trustpilot, WeWork and Celonis. Thanks to legal tech companies like Harvey and Proof, the legal space nowadays is actually kind of explosive. Nick even attends law conferences and reads law newsletters (partially just for fun) 😅 Of course, he does so to understand their two target personas better: attorneys and paralegals. One of their main pain points: You can track your Uber down to the minute and watch a FedEx package move across the map. But a legal document that an entire case and potentially millions of dollars depend on still gets chased down by phone, with no idea where it is. That comparison is used by Proof’s sales team in almost every call. When our creative strategists found out about it, they knew they struck gold. Just like that, the “Like Uber” campaign across Meta, LinkedIn, and Reddit was born. It immediately hit a nerve. People were like, “Right! Why can’t legal documents be tracked like my Uber?!” On LinkedIn, the strongest format was Thought Leader Ads. Real Proof employees carried the message out in the market. In an industry built on trust, buyers respond to a person they can see and believe. Those Thought Leader Ads outperformed every other format our Paid Growth team ran. In total, the “like Uber” campaign reached a 0.92 correlation between social spend and branded search volume and conversions, plus an 89% increase in paid growth year-over-year. Thanks for sharing all those insights and flying in all the way from the US, Nick! It honestly felt like welcoming a friend. Full conversation in the comments. PS: If you need an external partner to turn your "boring" industry into outstanding paid campaigns, happy to have a chat: https://lnkd.in/eMEHhQ2S

Infoniqa wanted to reduce complexity. Together we built an integrated revenue engine that cut cost per SQL by 41 % and tripled their ROAS Last year, they came to us with ambitious growth targets and the complexity of having acquired five entities: fragmented CRMs & GTM approaches, 100+ running campaigns, and no visibility into what was actually driving revenue. Most companies try to solve this with separate agencies: A performance marketing agency to create leads, an SEO agency to generate organic traffic and (maybe) a RevOps consultant to fix the structural set-up. All of them have different priorities, KPIs and targets. In the worst case, this creates more complexity instead of eliminating it. Our approach is different. We combine Paid Growth, Organic Growth, and RevOps into one integrated revenue engine. This reduces complexity, ensures alignment across the whole GTM organization and focuses on one primary KPI: revenue. How we made this work for Infoniqa: 1/ RevOps: We consolidated multiple HubSpot instances into one CRM, including a reporting layer that allows group-level visibility. Additionally we standardized lead-to-cash flows and set-up an attribution and reporting framework that ties campaign tracking directly to pipeline. 2/ Paid Growth: Based on the newly won transparency and accountability across channels, we reallocated budget toward winning campaigns and shifted messaging from product features to customer problems. Cost per SQL dropped 41%. 3/ Organic Growth: Using the paid data on which messages drove pipeline, we built a content strategy around the same themes. Non-branded organic traffic grew 80% YoY. The integration worked in both directions: when one channel found something that worked, the other amplified it. RevOps made it possible to see which activities drove revenue, so both teams optimized toward the same goal. The results over 11 months: a 1:4 spend-to-pipeline ratio, 41% lower cost per SQL, 3x ROAS, and 80% growth in non-branded organic traffic. Find the full breakdown in the Infoniqa case study (link in comments). Special thanks to Jan & Josef, Carsten & the whole team at Infoniqa for your trust in our collaboration. And to our RevOps, Organic Growth and Paid Growth teams, led by Wilko, Stefan and Ido for the excellent results. PS: If you’d like to see how this could work for you, let’s talk: https://lnkd.in/eMEHhQ2S

Hypergrowth in action: Dash0 announced their $110M Series B at a $1B valuation and became Germany’s latest tech unicorn 🦄 The founder story: Mirko sold his Iast company for $500M. When starting Dash0, he set out to reach $1M ARR in their 1st year. They crushed that number by a multiple. A 35 Mio. Series A co-led by Accel and Cherry Ventures. Next, Oliver Manjolovic (ex VP Sales at Personio) joined as CRO. 2026? The pace increased further: Within the first weeks, Dash0 already closed two 7-figure deals and with that absolutely destroyed their January targets. Now, they adjusted to double their growth target for the year. Two months ago they announced their $110M Series B led by Balderton at a $1B valuation. 600+ customers, $155M raised, and now official unicorn status, just 16 months after launch 🤯 I’ve rarely seen this type of speed at a German start-up. It inspires and gives hope for the future of Tech companies Germany and Europe. What stands out: Mirko’s founder brand on LinkedIn is Champions League level. The best proof is the way he announced Dash0’s Series B and unicorn evaluation: instead of publishing a polished corporate statement, he casually recorded a video on his smartphone while taking a walk through nature. I’m absolutely thrilled that YOYABA is now driving Dash0’s paid growth strategy. We're elevating their demand capture engine via Google Ads and building their demand creation paid engine from scratch, aligning paid media with what is already one of the strongest organic presences in the observability space. More on the specifics soon. I love the speed + energy that both teams are bringing to the table. A big thanks to Oliver for reaching out initially and to Benedikt, Rebecca and Jannis for trusting us on your paid growth strategy and execution. Let’s go 😎 PS: YOYABA has 2 open slots from July onwards, let’s elevate your paid growth engine: https://lnkd.in/eMEHhQ2S