Tom Basgil
@tombasgil.com
Growth Marketing for B2B tech startups + enterprises.
Dog dad, nerd, & spoonie serving lead gen and freelancing insights.
he/him 🌈
Dog dad, nerd, & spoonie serving lead gen and freelancing insights.
he/him 🌈
That's the difference between cost optimization and revenue optimization.
The best consultants will get you both.
The best consultants will get you both.
October 6, 2025 at 1:23 PM
That's the difference between cost optimization and revenue optimization.
The best consultants will get you both.
The best consultants will get you both.
At the end of the day, partners cared about the CPL improvements – but that didn’t secure their acquisition. Scaling isn't only about cheaper leads, it's about repeatable systems that actually convert strangers into customers.
October 6, 2025 at 1:23 PM
At the end of the day, partners cared about the CPL improvements – but that didn’t secure their acquisition. Scaling isn't only about cheaper leads, it's about repeatable systems that actually convert strangers into customers.
(Again, we were tiny! We needed people to see we were real people they could trust.)
The result was a drag-and-drop campaign template we could deploy across multiple regions with consistently low acquisition costs (average of £4.83 across the UK and US).
The result was a drag-and-drop campaign template we could deploy across multiple regions with consistently low acquisition costs (average of £4.83 across the UK and US).
October 6, 2025 at 1:23 PM
(Again, we were tiny! We needed people to see we were real people they could trust.)
The result was a drag-and-drop campaign template we could deploy across multiple regions with consistently low acquisition costs (average of £4.83 across the UK and US).
The result was a drag-and-drop campaign template we could deploy across multiple regions with consistently low acquisition costs (average of £4.83 across the UK and US).
3. We worked with their PR agency to amplify their press coverage for credibility. I convinced them to post organic content once a week because prospects would see our ads, research us, and see we were a real company.
October 6, 2025 at 1:23 PM
3. We worked with their PR agency to amplify their press coverage for credibility. I convinced them to post organic content once a week because prospects would see our ads, research us, and see we were a real company.
2. I worked directly with their web dev team to optimize all four reg. pages and set up proper pixel tracking so we could see exactly where people were dropping off.
We implemented email sequences to warm up prospects who entered their email but didn't finish.
We implemented email sequences to warm up prospects who entered their email but didn't finish.
October 6, 2025 at 1:23 PM
2. I worked directly with their web dev team to optimize all four reg. pages and set up proper pixel tracking so we could see exactly where people were dropping off.
We implemented email sequences to warm up prospects who entered their email but didn't finish.
We implemented email sequences to warm up prospects who entered their email but didn't finish.
1. We ran paid campaigns with better targeting and creative, yes – but we also set up retargeting for people who hit the landing page or filled out some of the forms and bounced.
We leveraged primary audiences, lookalikes, and retargeting to nurture leads through our app.
We leveraged primary audiences, lookalikes, and retargeting to nurture leads through our app.
October 6, 2025 at 1:23 PM
1. We ran paid campaigns with better targeting and creative, yes – but we also set up retargeting for people who hit the landing page or filled out some of the forms and bounced.
We leveraged primary audiences, lookalikes, and retargeting to nurture leads through our app.
We leveraged primary audiences, lookalikes, and retargeting to nurture leads through our app.
We were essentially asking strangers to trust a company they'd never heard of with sensitive financial data.
So here’s what we did:
So here’s what we did:
October 6, 2025 at 1:23 PM
We were essentially asking strangers to trust a company they'd never heard of with sensitive financial data.
So here’s what we did:
So here’s what we did:
The real success was the full-funnel system we built around it.
This was a FinTech expanding from Europe to the US and Canada.
Highly regulated industry. To sign up, prospects had to complete a 4-page registration that included banking information.
This was a FinTech expanding from Europe to the US and Canada.
Highly regulated industry. To sign up, prospects had to complete a 4-page registration that included banking information.
October 6, 2025 at 1:23 PM
The real success was the full-funnel system we built around it.
This was a FinTech expanding from Europe to the US and Canada.
Highly regulated industry. To sign up, prospects had to complete a 4-page registration that included banking information.
This was a FinTech expanding from Europe to the US and Canada.
Highly regulated industry. To sign up, prospects had to complete a 4-page registration that included banking information.
They were acquired by Ingenico, a major payments company.
That 82% gets attention. Potential clients see it and think, "Tom knows what he's doing." Marketers love it because it's the kind of metric they can take to their board.
But that number doesn't tell the whole story.
That 82% gets attention. Potential clients see it and think, "Tom knows what he's doing." Marketers love it because it's the kind of metric they can take to their board.
But that number doesn't tell the whole story.
October 6, 2025 at 1:23 PM
They were acquired by Ingenico, a major payments company.
That 82% gets attention. Potential clients see it and think, "Tom knows what he's doing." Marketers love it because it's the kind of metric they can take to their board.
But that number doesn't tell the whole story.
That 82% gets attention. Potential clients see it and think, "Tom knows what he's doing." Marketers love it because it's the kind of metric they can take to their board.
But that number doesn't tell the whole story.
They're optimizing for the 5% of people already in market while their competitors build mindshare with the other 95%.
Stop treating social like it doesn't matter. Your millennial buyers are paying attention – even if you're not.
(Here's a pic from when I was 19 to show just how long ago that was.)
Stop treating social like it doesn't matter. Your millennial buyers are paying attention – even if you're not.
(Here's a pic from when I was 19 to show just how long ago that was.)
August 25, 2025 at 1:23 PM
They're optimizing for the 5% of people already in market while their competitors build mindshare with the other 95%.
Stop treating social like it doesn't matter. Your millennial buyers are paying attention – even if you're not.
(Here's a pic from when I was 19 to show just how long ago that was.)
Stop treating social like it doesn't matter. Your millennial buyers are paying attention – even if you're not.
(Here's a pic from when I was 19 to show just how long ago that was.)
When their BDRs call prospects, people already know who they are because they've been building credibility and awareness long before that phone rings.
Meanwhile, companies stuck in last-click attribution are scraping the bottom of the barrel, wondering why they're hitting growth ceilings.
Meanwhile, companies stuck in last-click attribution are scraping the bottom of the barrel, wondering why they're hitting growth ceilings.
August 25, 2025 at 1:23 PM
When their BDRs call prospects, people already know who they are because they've been building credibility and awareness long before that phone rings.
Meanwhile, companies stuck in last-click attribution are scraping the bottom of the barrel, wondering why they're hitting growth ceilings.
Meanwhile, companies stuck in last-click attribution are scraping the bottom of the barrel, wondering why they're hitting growth ceilings.
The companies that get this right never put social at the bottom of the marketing org chart. Instead, they treat social as the tip of the spear.
They view social as part of a cohesive marketing ecosystem.
They view social as part of a cohesive marketing ecosystem.
August 25, 2025 at 1:23 PM
The companies that get this right never put social at the bottom of the marketing org chart. Instead, they treat social as the tip of the spear.
They view social as part of a cohesive marketing ecosystem.
They view social as part of a cohesive marketing ecosystem.
We’re evaluating your company long before we fill out download a white paper or respond to your BDR.
If you're not there with a strategic presence, if you're treating social like a nice-to-have checkbox, you're letting your competitors control the narrative about your space.
If you're not there with a strategic presence, if you're treating social like a nice-to-have checkbox, you're letting your competitors control the narrative about your space.
August 25, 2025 at 1:23 PM
We’re evaluating your company long before we fill out download a white paper or respond to your BDR.
If you're not there with a strategic presence, if you're treating social like a nice-to-have checkbox, you're letting your competitors control the narrative about your space.
If you're not there with a strategic presence, if you're treating social like a nice-to-have checkbox, you're letting your competitors control the narrative about your space.
You have to educate us millennials to be solution aware before we’re ready to buy. The cold calling thing makes us want to puke – especially if we don’t know who the hell you are.
We’re on LinkedIn. We’re asking our networks about you.
We’re on LinkedIn. We’re asking our networks about you.
August 25, 2025 at 1:23 PM
You have to educate us millennials to be solution aware before we’re ready to buy. The cold calling thing makes us want to puke – especially if we don’t know who the hell you are.
We’re on LinkedIn. We’re asking our networks about you.
We’re on LinkedIn. We’re asking our networks about you.
We research everything before we reach out to your company. We've already made a decision about whether we trust you, whether you seem credible, whether you understand our problems.
Heck, even Gartner says that 75% of B2B buyers prefer a "rep-free sales experience."
Heck, even Gartner says that 75% of B2B buyers prefer a "rep-free sales experience."
August 25, 2025 at 1:23 PM
We research everything before we reach out to your company. We've already made a decision about whether we trust you, whether you seem credible, whether you understand our problems.
Heck, even Gartner says that 75% of B2B buyers prefer a "rep-free sales experience."
Heck, even Gartner says that 75% of B2B buyers prefer a "rep-free sales experience."
Social is becoming part of how AI systems determine what's credible and what gets surfaced when people ask questions about your industry.
The brands that understand this now are building the foundation for how they'll be discovered in an AI-first world.
The ones that don't are going to struggle.
The brands that understand this now are building the foundation for how they'll be discovered in an AI-first world.
The ones that don't are going to struggle.
August 5, 2025 at 1:00 PM
Social is becoming part of how AI systems determine what's credible and what gets surfaced when people ask questions about your industry.
The brands that understand this now are building the foundation for how they'll be discovered in an AI-first world.
The ones that don't are going to struggle.
The brands that understand this now are building the foundation for how they'll be discovered in an AI-first world.
The ones that don't are going to struggle.
This isn't just about posting as your brand anymore. You need employee advocacy, user-generated content, and authentic community engagement across platforms.
If you’re a B2B company that’s treated social media as a nice-to-have up to this point, take notice.
If you’re a B2B company that’s treated social media as a nice-to-have up to this point, take notice.
August 5, 2025 at 1:00 PM
This isn't just about posting as your brand anymore. You need employee advocacy, user-generated content, and authentic community engagement across platforms.
If you’re a B2B company that’s treated social media as a nice-to-have up to this point, take notice.
If you’re a B2B company that’s treated social media as a nice-to-have up to this point, take notice.
Two things:
👉 PR is more important than ever. Getting coverage in Fortune or Wall Street Journal gives you domain authority that AI crawlers recognize.
👉 Social has become critical infrastructure. Instagram content is now indexed by Google and Bing. AI companies are buying access to Reddit data.
👉 PR is more important than ever. Getting coverage in Fortune or Wall Street Journal gives you domain authority that AI crawlers recognize.
👉 Social has become critical infrastructure. Instagram content is now indexed by Google and Bing. AI companies are buying access to Reddit data.
August 5, 2025 at 1:00 PM
Two things:
👉 PR is more important than ever. Getting coverage in Fortune or Wall Street Journal gives you domain authority that AI crawlers recognize.
👉 Social has become critical infrastructure. Instagram content is now indexed by Google and Bing. AI companies are buying access to Reddit data.
👉 PR is more important than ever. Getting coverage in Fortune or Wall Street Journal gives you domain authority that AI crawlers recognize.
👉 Social has become critical infrastructure. Instagram content is now indexed by Google and Bing. AI companies are buying access to Reddit data.
It forced me to grow. Things have been amazing since.
(And my prognosis is much better than we thought.)
The lesson I try to pass on is this: If you feel stuck in the bullshit, if something feels off, wrong, or unbalanced – change it.
Don't wait for life to force your hand.
(And my prognosis is much better than we thought.)
The lesson I try to pass on is this: If you feel stuck in the bullshit, if something feels off, wrong, or unbalanced – change it.
Don't wait for life to force your hand.
August 4, 2025 at 1:23 PM
It forced me to grow. Things have been amazing since.
(And my prognosis is much better than we thought.)
The lesson I try to pass on is this: If you feel stuck in the bullshit, if something feels off, wrong, or unbalanced – change it.
Don't wait for life to force your hand.
(And my prognosis is much better than we thought.)
The lesson I try to pass on is this: If you feel stuck in the bullshit, if something feels off, wrong, or unbalanced – change it.
Don't wait for life to force your hand.
What if I had never been jolted out of my old life? If my mortality hadn't been paraded in front of me, and I stayed stuck working for other people, hiding my passions, and just passing time until I died?
So, I'm thankful for Addison's Disease.
So, I'm thankful for Addison's Disease.
August 4, 2025 at 1:23 PM
What if I had never been jolted out of my old life? If my mortality hadn't been paraded in front of me, and I stayed stuck working for other people, hiding my passions, and just passing time until I died?
So, I'm thankful for Addison's Disease.
So, I'm thankful for Addison's Disease.
I couldn't work normal hours anymore, so freelancing worked – and that's how I'm here today.
Once you almost die a couple of times, a lot of the bullshit just falls away. You get real clarity on what matters and what doesn't.
But sometimes I wonder...
Once you almost die a couple of times, a lot of the bullshit just falls away. You get real clarity on what matters and what doesn't.
But sometimes I wonder...
August 4, 2025 at 1:23 PM
I couldn't work normal hours anymore, so freelancing worked – and that's how I'm here today.
Once you almost die a couple of times, a lot of the bullshit just falls away. You get real clarity on what matters and what doesn't.
But sometimes I wonder...
Once you almost die a couple of times, a lot of the bullshit just falls away. You get real clarity on what matters and what doesn't.
But sometimes I wonder...
🙃 Stay at my job on part-time, intermittent disability where they couldn't fire me but would never promote me
🫠 Move back in with my parents and go on full-time disability
😅 Or try freelancing and hope it worked
🫠 Move back in with my parents and go on full-time disability
😅 Or try freelancing and hope it worked
August 4, 2025 at 1:23 PM
🙃 Stay at my job on part-time, intermittent disability where they couldn't fire me but would never promote me
🫠 Move back in with my parents and go on full-time disability
😅 Or try freelancing and hope it worked
🫠 Move back in with my parents and go on full-time disability
😅 Or try freelancing and hope it worked