A lot of marketers chase shiny new personas.
Very few ask: “Who are we overlooking?”

Turns out these “forgotten audiences” convert like crazy.

I spoke with Andy Groller, CEO of Dragon360, about how his team helped Snagit generate $280K in revenue in just 4 months, by going all in on a segment that hadn’t been marketed to in years: technical writers.

This wasn’t a viral stunt or a flashy rebrand.

It was a focused campaign built around one simple idea:

“These folks are overlooked, misunderstood, and doing important work no one talks about.”

So instead of pushing features, they made the audience the story.

Snagit became a tool built just for them, not simply another screen recorder.

Here’s how they pulled it off:

• Identified technical writers as a high-potential, low-competition segment

• Built messaging that actually respected their work

• Ran experiments across Meta, LinkedIn, Reddit, CTV & Spotify

• Tested landing pages, creatives, formats, and even UGC dayparting

One of my favorite parts?
They ignored trial signups as a success metric.
They tracked installs instead; something that showed real intent.

That’s something we do at Spear Growth too:
We call them Fair Shot Users - people who took enough action to give your product a “real shot.”

Result?

$280,000+ in revenue

1,100+ purchases

All in just 4 months

Andy’s approach mirrors a lot of what we believe in at Spear Growth: buyer-first creative, hands-on execution, and campaigns that actually map to revenue.

If you’re sitting on a product with misunderstood value, or an audience no one’s talked to in years, this is the kind of campaign that can punch way above its weight.

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How do you build $100M in pipeline without a massive sales team?
David Ly from Iveda had the best answer:

Partner with someone who already has one.

After 20+ years of building cloud video and AI platforms, here’s what he figured out:

Big companies tend to move slow.

Which means, if it takes them 9 months to build something, David and his team can do it in 3.

They didn’t have the speed of innovation that David had gained from his experience with AI.

And he didn’t have their sales muscle.

He didn’t have hundreds of reps on the ground, or decades of buyer relationships.

So he flipped the script:

He gave them innovation.
They gave him distribution.

“Your big brother companies, they have the sales and marketing strength to do what we couldn’t.”

It’s a yin and yang setup.

The big players were missing an innovation department. David became that for them, and in return, they plugged Iveda into their distribution.

This is how he built a global reseller network that now spans the US, Europe, Asia, Africa, and the Middle East.

And no, it wasn’t easy:

- It took 5+ years of relationship-building, field trials, and proof
- A 35-person team working across all time zones
- And $35M+ raised to fund the motion

Now, they’re tracking $100M+ in pipeline, and possibly more by year-end.

If you’re trying to go global without going broke, do not miss this episode.

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At Spear Growth, we once built a massive partner program.

Around 40 odd companies from SaaS tools, VCs, agencies with complementary services - everyone you could think of was technically our “partner.”

Now how many leads did that generate?
Zero.

Looking back, it’s obvious: we were chasing quantity over actual traction.
Which is why Jason’s take on partnerships hit so hard for me in this episode.

Instead of launching some bloated program, he helps B2B tech companies build one partner play that actually works.

Here’s how:
✅ Pick one strategic partner, someone your audience already trusts

✅ Build them directly into your marketing campaigns (don’t just slap on the logos!)

✅ Spend 3–6 months enabling your sales team to actually sell with that partner

We’ve now restarted our partner program at Spear Growth with just 2 carefully chosen partners - and the early pipeline impact has already been huge. (We’ll share more on the “who’s” & “what’s” soon!)

If you’ve hit product-market fit, this kind of focused partner motion is one of the best growth levers out there.

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"We put bounties on our prospects…and generated $100K” 🤠

Tara just shared the most creative event marketing I've seen.

The challenge: Make a $40K booth sponsorship actually worth it.

Their solution? Create literal "WANTED" posters of 20 target prospects.

The offer: "Bring this person to our booth and you BOTH get a prize"

The results were shockingly good:

• $100K+ pipeline in just 3 days

• 50% of their targets actually showed up, booked meetings, and entered the sales cycle

It was a last-minute idea pulled together in ~3 weeks , with 2 people building the target account list (which was not easy!), and 1 designer making the posters (which was a lot of fun!)

Of course this only works if you have:

1. A physical booth (obviously)

2. High enough ACV to justify booth sponsorship costs (~$40K in their case)

3. A healthy sense of humor

Want the complete IRL ABM playbook? Listen to the full episode.

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8000 leads at just $5 each?

Yep! This YouTube strategy from Ryan Deiss is something you just cannot miss.

I mean seriously, look at these results:

🔷 Generated 8000+ high-quality leads
🔷 Reduced cost per lead by 70%
🔷 Grew YouTube subscribers from 3K to 20K
🔷 Shortened sales cycle from 355 to under 250 days

How did he do it?
With one 81-minute pillar video + five strategic supporting videos + targeted discovery ads.

What I love most is the simplicity. No complex marketing stack. No massive ad budget. Yet this method now drives a third of ALL their leads.

This isn't just for content creators. Ryan's proven this works for complex products with traditionally long sales cycles - perfect for B2B companies struggling with lead generation costs.

Sure, it takes some planning and quality content creation. But the results? Absolutely worth it.

Want to know exactly how Ryan executed this strategy? Listen to the full episode.

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I'm still geeking out over this conversation with Emilia (VP of Marketing, Userpilot). She shared their complete ABM playbook and - this is wild - it's EXACTLY the same strategy we use at Spear Growth! (I honestly thought our approach was unique until this chat!)

Here's a quick snapshot.

• LinkedIn Ads Spend: $57K

• Timeline: 3 months

• Result: $655K pipeline

The winning team:

• VP Marketing

• Head of ABM

• Performance Manager

• Demand Manager

• Marketing Operations Specialist

• And of course some design support

Tools they used: Just HubSpot ($2K/month) & LinkedIn Ads.
See? Nothing complicated.

Here's what I love: They tried this AFTER cold outreach failed.
(Sometimes plan B works better than plan A)

If you're a marketing strategy nerd like us, you'll love this deep dive.

Warning: We got super nerdy about the details in this one! 🤓

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I'm genuinely excited about this one because Niall just shared something brilliantly simple (you know I love it when the simple stuff wins!)

Here's what's awesome:

• Generated £4M+ pipeline revenue

• Pure organic LinkedIn content

• Campaign-based approach

• No fancy tools, no paid promotion

The best part? This isn't just for the big players.

Niall's proven this works for:

→ Billion-dollar companies in their portfolio
→ Solo entrepreneurs
→ Everyone in between

What do I love the most? The strategy is so obvious, it's genius. No complicated frameworks. No fancy tech. (In fact, we might already be implementing it 😉)

Sure, it took 2-3 months to see results.
But that's after years of perfecting the strategy.

Want to know exactly how they did it? Listen to the full episode

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I'm genuinely excited about this one because Niall just shared something brilliantly simple (you know I love it when the simple stuff wins!)

Here's what's awesome:

• Generated £4M+ pipeline revenue

• Pure organic LinkedIn content

• Campaign-based approach

• No fancy tools, no paid promotion

The best part? This isn't just for the big players.

Niall's proven this works for:

→ Billion-dollar companies in their portfolio
→ Solo entrepreneurs
→ Everyone in between

What do I love the most? The strategy is so obvious, it's genius. No complicated frameworks. No fancy tech. (In fact, we might already be implementing it 😉)

Sure, it took 2-3 months to see results.
But that's after years of perfecting the strategy.

Want to know exactly how they did it? Listen to the full episode

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