B2B buyers trust executive POVs. We turn them into pipeline.
Executive thought leadership warms the market. Cold outbound captures demand. Signals tell us who's ready.
TAM sized, signals named, three angles on the table. Yours to keep either way.
••• Top tech-enabled players trust us
••• The opportunity
Your product is good. But if they don't know your name, does it count?
Executive thought leadership on LinkedIn generates millions in pipeline for B2B companies. The research isn't ambiguous.
Hootsuite's CEO traced 37% of monthly leads — and millions in influenced pipeline — directly to their executives' presence on LinkedIn.
Source: LinkedInAverage deal size rose 120% when prospective buyers followed company executives on LinkedIn.
Source: Sendoso95% of decision-makers say strong thought leadership makes them significantly more receptive to sales and marketing outreach.
Source: EdelmanThe median SDR sources $3.78M in pipeline a year; across 351 B2B companies the middle 50% landed between $1.9M and $6.4M. That's the bar. We clear it without the headcount.
Source: The Bridge Group••• Offer 01
Executive Thought Leadership. Organic + Paid.
Your POV, published on a schedule, in your voice. The posts that land get budget behind them — aimed at the VPs, Directors and CxOs who actually sign.
- 45 minutes, every two weeks. Live call or async voice notes — your pick.
- Pillars built from the objections that stall your deals.
- 12–16 posts a month. Drafted, edited, scheduled.
- Profile and banner rebuilt as a landing page.
- Every liker, commenter and follower matched to your account list.
- Matched audience from your TAM. Not interests, not lookalikes.
- Thought Leader Ads from the exec's profile. Only posts that already won.
- Point of view, then proof, then offer. Gated by engagement.
- Frequency capped by tier. Tier-A sees you more.
- Site visitors and video viewers retargeted into the same accounts.
- Engagement audiences pushed to outbound as a buying signal.
Your POV builds authority and trust. Paid amplification makes sure the right executive buyers hear it.
Measured on: target account penetration and reply-rate lift.
••• Offer 02
We don't "spam your TAM". We use cold outbound like a private ads network to generate awareness and capture demand.
Most SDRs and agencies run a few copy variations with AI first lines to your entire list and call it outbound. We build an entire system — infrastructure, a lead list matched to your ICP and signal-based outreach at scale. So your AEs can see meetings booked in their CRM every week.
Full TAM
Every account in your addressable market, tiered and put on a rolling calendar so each one hears a clean, tested message a few times a year.
No trigger, so the message carries the whole load — which is exactly why the testing protocol matters more here than anywhere.
Signal-triggered
A few hundred accounts at a time, chosen because something just happened. The message references the trigger, so it doesn't have to work as hard.
Low volume, high reply rate. This is the lane that books meetings this month.
••• Why both
Combine trust with demand generation. Ride the flywheel.
Builds brand, burns spend
Thought Leader Ads reach your exact-fit targets and build trust. What they don't do is capture the demand they create.
Revenue now, with a ceiling
Gets you meetings this quarter, but it's capped by how many accounts trust you yet. Most of them don't.
Both, on one account list
The same accounts see your exec post, get retargeted with the post that worked, then get an email from a person they recognise. Every touch feeds the list.
••• Method
No message templates. We build strong POVs that cut through generic noise.
Most agencies arrive with an opinion about your positioning and spend three months defending it.
- 01Angles, not a positioning statement.Several competing messages enter the market. We don't know which one wins, and neither do you.
- 02Replies, not opens.Open rates have been unreliable since Apple started pre-fetching them. A 4% positive reply rate on 400 sends tells you more than any open rate on 4,000.
- 03A regular kill cycle.Our messages become SQLs and opportunities because we kill half of them. Every angle gets a defined volume and a deadline.
- 04Winners get scaled everywhere.The message that wins in cold outbound informs the LinkedIn ad. The exec-led POV that wins on LinkedIn informs the email sequence.
••• What you get
What lands in your accounts. Not a slide deck.
Content
- 12–16 posts a month, drafted, edited, scheduled
- Profile and banner rebuilt as a landing page
- Engagement list matched to your accounts, weekly
Paid
- Matched audiences built from your TAM
- Thought Leader Ads live from the exec's profile
- Retargeting across site visitors and video viewers
- Spend and frequency reporting by account tier
Outbound
- TAM list, tiered A/B/C, refreshed monthly
- Secondary domains bought, warmed, monitored
- Sequences live in your sending tool
- Angle test log with reply rates against each
Every engagement
- Weekly numbers: replies, meetings, cost per meeting
- A named operator, not a ticket queue
- Shared Slack channel
What we need from you
- Bi-weekly 45-min exec interviews or async via questionnaires, voice notes and repurposing your existing content
- One hour from a sales lead in week one
- LinkedIn, CRM and ad account access
- Your approval on copy before anything sends
••• Proof
Run by seasoned operators. See the receipts.
RunRate Labs' capabilities come from its operators' proven track record. Here's what we've built, and who'll pick up the phone about it.
Founder-led paid ads. $3.9M in pipeline inside 90 days.
Manu scaled monthly paid spend 66× and built the campaign analytics underneath it. The company was later acquired for $600M.
Earned brand mentions from cold outreach, Forbes among them. Outbound messaging that publishers repeated.
Akshay's cold outreach campaigns effectively generated qualified leads and opened sales conversations with high-value accounts in a complex and fragmented industry. His strategic and targeted messaging resonated with decision-makers, making him a valuable asset for B2B teams focused on pipeline growth.
Anne-Marie Barclay
VP, FrontM
••• Pricing
Three ways in. Start with the free one.
Demand Gen Diagnostic
We size your TAM, name the buying signals that actually exist in your market, and show you the three angles we'd test first. You keep the analysis whether or not we work together.
Demand Sprint
One motion, run properly, long enough to produce a real read. Angles in market by day 21, honest data back by day 45.
Full Demand Flywheel
Both motions feeding each other. Thought leader ads building trust and outbound capturing demand.
••• Why now
Pipeline compounds. But the clock only starts when you do.
Testing ICPs, angles, offers and channels takes a quarter to produce clean data. That quarter is fixed. It doesn't shrink because you start later.
So waiting a quarter doesn't cost you a quarter. It costs you the compounding that quarter would have started.
••• Questions
Worth asking us. Answered straight.
Who actually writes the posts?
Our growth team writes them, using the proprietary frameworks we built generating $3.9M in pipeline for Dan Martell at SaaS Academy. The substance comes from you. The structure, the hooks and the edit are ours — and every post reaches you for approval before it publishes.
My exec doesn't have time.
Then we work async. Voice notes, a recorded interview, or a live call — whichever fits, on your timeline. You pick the format that works for you and we handle everything after it.
Isn't cold outbound dead?
Spray-and-pray is, and your inbox is the evidence. A few hundred accounts chosen for a reason, with a tested message, landing in an inbox that has already seen your exec — that's a different activity on the same channel.
Will you burn our domain?
No. We buy and warm secondary domains for sending, with per-inbox caps and monitored deliverability. Your primary domain never sends volume, whatever happens to the program.
Do you guarantee a number of meetings?
No. But you'll know whether the channel works for you within 60 days. Clear leading indicators, or you don't move forward.
Do you cold call?
No, and we'd rather say so plainly. We run LinkedIn and email, and we build the tiered, signal-scored list that makes your team's calls land. We won't pretend to run a channel that isn't ours.
We already have a ghostwriter.
Even better. We take the angles that already proved themselves organically and run them as Thought Leader Ads to bring in inbound. Then we run cold outbound to your ICP, so you book meetings this month on the goodwill you've already built.
Do you replace our tools?
No. Your CRM, your sending tool, your ad account. Everything we build lives in accounts you own and keep.
Do buying signals exist in our market?
Sometimes the honest answer is that they're thin. We find out during the free diagnostic and tell you before you pay, not after. If the signals aren't there, the wide lane and the content engine still work.
How soon do we know if it's working?
Clear leading indicators inside 60 days — reply rate by angle, engaged target accounts, meetings booked. Cost per meeting settles by day 90. Anyone offering a verdict at week two is selling you one.
••• Start here
Thirty minutes. We'll tell you if it works at your ACV.
We'll size your TAM, name the buying signals that actually exist in your market, and show you the three angles we'd test first. If the arithmetic doesn't work at your price point, you'll hear it on the call.
Book your free Demand Gen Diagnostic
No pitch deck. You leave with the analysis whether or not we work together.
Pick a time that suits you — the calendar opens in a new tab.
Open the calendar →For B2B companies past product-market fit. Typically $30K+ ACV.