Cold outbound has lost all momentum. Everyone’s blasting pitches in the first or second message, and it’s become a running joke on LinkedIn.
Your job is to stop trying to bore people into buying and start making them actually want to pay attention. The way to do it is by posting content that resonates with your niche.
A very important question that you want to answer is, are you famous in your particular niche?
The old paradigm is not enough
B2B employees are human too.
They want to be entertained by their industry more often than we think. They want to feel seen through the content we are creating.
The industry has become bloated with jargon and mind-numbing content that even insiders can’t stay awake for.
People have been fed unimaginative material for too long, which makes this the perfect moment to stand out and actually make an impact on both your audience and your business.
Niche Famous Framework is The Strategy That Works!
The brands winning today aren’t the ones with the best cold email sequences or the most sophisticated lead scoring.
They’re the ones remembered for being
- entertaining,
- funny,
- emotionally connected with their prospects, and
- educating them about the market.
Look at Dapper Agency, they recreated the iconic Wolf of Wall Street scene with Leonardo DiCaprio and Matthew McConaughey, but with a B2B twist. They even did Pulp Fiction in the same style. Thousands of views and reactions later, they’ve built genuine interest in their brand.
Their initial goal as Founder Tycho Luijten explains his podcast B2B in 15, was to become niche famous. with their ICP being Marketers and Founders in Netherlands and Belgium in B2B SaaS Companies, 30.000 people all in all.
They exceeded by far their goal, by making content that makes fun of the B2B industry and producing educating content for the same people.
They far exceeded their goal by creating content that pokes fun at the B2B industry while also educating the very people in it.
In 2024, Dapper achieved significant milestones, including doubling its revenue and growing its team to 40 employees. Not bad.
As a wise man said “Wit signals intelligence without nerdiness.Platitudes signal nerdiness without intelligence.”
Famous to your ideal customer profile.
When you create content that’s deeply targeted to a specific niche, something magical happens and your audience feels seen. They want to participate by commenting on and sharing your posts.
As Peep Laja demonstrates by constantly asking to name, in 30 seconds, the companies that come to mind for a particular SaaS category in a convention that is especially for SaaS businesses, this is a branding moment like no other.
The question for every company not just in B2B is this:
Are you memorable enough for people to consider you as a candidate when the time comes?
Leads may not convert right now. That’s fine. They’re not in the 1–3% who are actively buying today.
B2B sales cycles are long, and you need a long-term strategy.
But let’s say that in 8–12 months, your company’s name pops up as a candidate in your ICP’s head, then, you’ve done your job right.
Mental Availability: Become Niche Famous to Your ICP
This is what Byron Sharp calls mental availability in his book How Brands Grow.
Great ads and great content make your brand memorable. They create distinctive assets. They ensure that when your ICP is finally ready to buy, you’re not just in the consideration set, you’re top of mind.
This isn’t about immediate ROI, MQLs, or whatever vanity metric, founders are obsessed with this quarter.
This is about market saturation, being known in your niche.
Let’s say your niche includes 45,000 marketers and founders in the UK. They should have heard of you at least a couple of times by the time they’re ready to buy. That should be your new goal.
Here’s your new playbook:
1. Become an Expert
What does this mean?
Pick a corner of your industry that you have an expertise in and own it.
How to do it
- Identify the micro-topic where you have an unfair advantage.
- Publish consistently until everyone in that niche recognizes your voice.
- Lean into strong, original opinions, even when people disagree.
2. Show Intelligence Without the Ego
What does this mean?
Speak like a real human, not like a white paper. Educate and entertain, your ideas should land with clarity.
How to do it
- Write the way you talk.
- Use stories, metaphors, or examples to make complex ideas stick.
- Mix value with personality so your content doesn’t feel like homework.
3. Use Humor and Personality as a Competitive Edge
What does this mean?
B2B SaaS is dry by default, this is your advantage. Opinions signal confidence. Humor signals humanity.
How to do it
- Lightly roast your own industry (people love seeing truth spoken plainly).
- Avoid sounding like a corporate press release at all costs.
4. Consistency Builds Trust: Play the Long Game
What does this mean?
Most of your audience isn’t ready to buy today. The 97% are learning, evaluating, and building trust over time.
How to do it
- Create content for people earlier in the buyer journey, not just “demo now” leads.
- Educate without selling; become the go-to resource.
- Track who engages, even if they aren’t converting yet.
- Be top-of-mind long before they’re ready to choose a vendor.
5. Amplify What Works
What does this mean?
Don’t waste budget guessing. Take proven content and make sure the right people see it.
How to do it
- Identify posts that already resonate organically.
- Put paid behind the winners, not the maybes.
- Repurpose top content into multiple formats (video, carousel, blog, ads).
- Keep iterating based on what your audience actually responds to.
Now go post something that your audience will remember!
Alexis Grantis
Alexis Grantis helps startups scale with paid ads and landing page copy. With over 10 years of experience and trusted by more than 50 businesses, he specializes in Meta ads and creative strategy that drives measurable results. combines industry insight with a practical approach to help early-stage companies grow faster and spend smarter.
