Lukas Otompasis

Qualified Leads for B2B Founders | Growth & GTM Strategist | Demand Generation & Growth with Account-Based Marketing | AI Integration Specialist

[Lukas Otompasis @POtobashi]

https://t.co/vzOqFY0ezf

[Lukas Otompasis @POtobashi]

The highest ROI GEO, AEO, AIO, SEO activity is building a Wikipedia page

And I mean building a page for your company and CEO.
Nothing else I’ve tested comes close.

It’s expensive, difficult to do, and it will get you on top of LLM & AI results!

A few lower-cost tactics I’ve also seen help:

→ Publish clear working processes
→ Explain how you select vendors or partners
→ Add certifications like ISO
→ Publish LinkedIn articles tied to your expertise
→ Share sustainability or carbon footprint information

One more thing.
Don’t cannibalise Reddit.

Reddit works best when other people mention your company naturally,
not when your company floods threads pretending to be users.

AI search tools are getting better at detecting "manufactured" trust.

P.S. Try these, or change my mind, what have you done that's worked well?

[Lukas Otompasis @POtobashi]

97% of your future buyers aren't searching for anything yet.

Still, you need to start thinking about them before it's too late.

Most B2B teams spend about 95% of their budget on capturing demand and just 5% on creating it.

However, only around 3% of the market is actively looking to buy at any given time.

This means nearly all of the budget chases the same buyers that everyone else is targeting.

The other 97% never even hears about your company.

I’ve seen this pattern in over 1000+ audits:

• Cost per lead rises every quarter
• All your competitors are bidding on the same prospects
• Lead quality stops getting better
• If you pause your ads, your pipeline dries up almost right away

Most teams respond by switching agencies or testing new channels.
But the real problem is how the budget gets divided.

Capturing demand means focusing on buyers who are already interested.
Creating demand is about reaching buyers who aren’t ready to buy yet.

Capturing demand brings results right away.
Creating demand delivers results over the long term.

Each approach serves a different purpose and works on its own timeline.

That’s why it’s important to split your budget on purpose, depending on your company’s stage:

• Most companies stick with a 95/5 split.
• Early stage: 70/30 split.
• Growth stage (£1M to £5M): 60/40 split.
• Mature companies: 50/50 split.

After that, measure each approach according to its own timeline.

• Capture should be measured by quarterly results, like cost per lead and pipeline created.

• Creation should be measured by yearly results, such as branded search, inbound lead quality, and shorter sales cycles.

P.S. This week’s Built to Scale goes into the full budget split in detail.

Check the comments for the link.

[Lukas Otompasis @POtobashi]

LinkedIn gives every profile a score out of 100.

A lot of B2B founders haven’t checked their own scores.

This score is called the Social Selling Index.
Some people think it’s just a vanity metric.

I get why people think that.
Still, I check my score every month.

Here’s what my score looks like right now:

→ 73 out of 100
→ Top 1% in marketing services
→ Top 1% of my network
→ No change since last week

Industry averages help put these numbers into perspective.
Sales professionals in my field have an average score of 30.
People in my network average 39.

So, expectations are often higher than what’s normal in the industry.

LinkedIn splits the score into four categories, each worth up to 25 points:

1. Establish your professional brand: 21
2. Find the right people: 13.6
3. Engage with insights: 13
4. Build relationships: 25

I still have room to improve in two of these areas.
My relationships score is a perfect 25.

My engagement with other people’s content, however, is currently at 13.
Even with a top 1% score, there’s still room to improve.

There are good reasons why I keep an eye on this score.

The score alone doesn’t bring real results.
No client has ever asked me about my SSI.

But the score does reflect important habits.
These habits are key to maintaining a healthy sales pipeline.

If any part of the score drops, it usually means I’ve fallen behind on my routine.

The dashboard helps me spot these issues before they affect my sales pipeline.

In other words, it works as an early warning system.

Checking it takes only about 10 seconds each month.

You don’t need to hit a score of 73.
Just set a baseline and track your progress over time.

Have you checked your own Social Selling Index yet?

♻️ Save this post for your next LinkedIn review.

PS: Check your score for free at https://t.co/fzkvh5VPdx. It only takes about ten seconds.

[Lukas Otompasis @POtobashi]

Your landing page is letting leads slip away.

You’ve already paid for these leads through your ads.

Most people’s first instinct is to make the problem worse.

B2B teams spending £5k–£50k per month on ads usually react the same way.

When leads start to slow down, they raise the budget.
This sends more visitors to the same landing page.

It feels like progress, but actually burns more budget.

After 1,000+ audits, I see this pattern over and over.

Most of the time, traffic isn’t the main problem.
The real issue?

The landing page.

Fix these before you spend another pound:

1. Make sure your message matches

Your landing page needs to repeat the promise from your ad.
If your ad and landing page don’t line up, visitors will leave.

2. Give each section a single job

Each part of your page should answer only one question your buyer might have.
If you mix messages, people hesitate.

3. Place proof beside your CTA

Put your strongest evidence right next to your call to action.
→ Not buried at the bottom of the page.

4. Focus on a single action (one CTA)

Use a single call to action, and repeat it across the page.

Five different buttons look like choice, but only create confusion.

So before you raise your ad spend, read your landing page like a buyer seeing it for the first time.

If your landing page and your ad don’t tell the same story, fix that first.
The cheapest lead is the one you convert, not the one you lose.

Want another perspective on your landing page?

Comment ‘AUDIT ’, and I’ll review your page for free.

P.S. Save this post before you increase your ad budget.

[Lukas Otompasis @POtobashi]

My prospecting stack does 40 hours of research before I finish my coffee.

In other words, I cut our prospecting time from a full week to just 3 hours.
The results kept pace with the speed.

Most B2B teams still rely on manual research, which takes hours and misses key signals.

The old way: endless tabs, scattered data, and half a day lost per account.

I rebuilt our workflow to automate research, personalise messages, and close bigger deals faster.

Step 1: Signal Capture

Clay watches for buying triggers around the clock.
For example: job changes, funding rounds, hiring spikes, and new technology installations.

Accounts active in the market are flagged automatically.
This means I no longer have to guess who to contact.

Step 2: Enrichment

n8n moves each flagged account into a Clay enrichment table using API connections.

That way, accounts found by Clay are processed right away, with no manual work needed.

This includes details such as the tech stack, decision-makers, recent posts, and growth signals.

Now, each account gets a complete research file.

What used to take SDRs hours now takes minutes.

Step 3: Drafting

- AI drafts every outreach using insights unique to each account.
- Every DM is tailored and relevant.
- Every line references something real about the account.

This lets me send personalised outreach at the same scale as any sequence.

Step 4: Human Review

No message goes out without a human check, so quality stays high.
This stage is why the whole process takes just three hours.

Here’s the breakdown:

- Signal Capture (10 min)
- Enrichment and research file generation (60 min)
- AI draft creation (25 min)
- Human Review and tweaks (85 min).

The process is repeatable, automated, checked by people, and runs every week.

Want to adapt this for your team?

Swap in Zapier, Make, HubSpot, or your own scripts.

Automate research, add signal detection, and ensure your outreach yields real insights.

Map these steps to your process and connect your data sources to see the same lift.

PS: Want the live walkthrough of our Clay + n8n setup?

DM me “BUILD”

[Lukas Otompasis @POtobashi]

We Book 72 Qualified Leads per Month on Linkedin

Our system is automated and runs mostly on AI:
- Claude structures the posts
- Claude scores who's engaging
- Claude runs the DM follow-ups

Without getting flagged by LI.

DM "LI" and I'll send it over. -> Follow me first!

[Lukas Otompasis @POtobashi]

We Book 72 Qualified Leads per Month on Linkedin

Our system is automated and runs mostly on AI:

- Claude structures the posts
- Claude scores who's engaging
- Claude runs the DM follow-ups

Without getting flagged by LI.

DM "LI" and I'll send it over.
-> Follow me first!

[Lukas Otompasis @POtobashi]

If you had double the budget tomorrow, what would you invest in first?

[Lukas Otompasis @POtobashi]

Stand out, solve your customers' problems, and watch your business thrive online.

[Lukas Otompasis @POtobashi]

Short-form video is king, or overhyped?

[Lukas Otompasis @POtobashi]

Marketing hits MQL targets every quarter.

Sales misses pipeline every quarter.

The two teams aren't disconnected. The metric is.

[Lukas Otompasis @POtobashi]

Everybody says to focus on benefits and offer value
But I got something better for you.

Focus on results instead.
Share the results your clients got after working with you.