Why does performance marketing feel like a money pit for most B2B companies? This episode delivers the playbook to fix it. We go deep with Emil Petkov, the Head of Marketing at Pemo, who scaled the B2B fintech from $0 to over $10M ARR in under 3 years, with 80% of revenue driven by performance channels.

►► Ready to build a predictable and scalable lead engine? Let’s talk: https://foursets.com/

This isn’t just another high-level talk about “being data-driven.” Emil shares the exact, in-the-trenches tactics that work. We break down the “Rule of 8,” a simple formula to calculate your minimum daily ad budget and stop burning cash. You’ll learn how to win the “our C-suite audience isn’t on TikTok” argument with your stakeholders and see why their first and biggest acquisition driver was a bet on performance video from day one.

We also explore the fine line between “fun” content and content that actually converts, and why a corporate card in an ice cube outperformed every beach-themed ad during the hot UAE summer. Emil reveals the most dangerous vanity metric that paralyzes marketing teams (hint: it’s not what you think) and draws a clear line on where to use AI for stunning visuals and where it will destroy customer trust. If you’re tired of unpredictable results from paid ads, this is your masterclass in building a real revenue engine.

TIMESTAMPS:

00:00 - The B2B Performance Marketing Problem
02:51 - The #1 Growth Driver to Scale from $0 to $10M ARR
06:22 - How to Win the “Our Audience Isn’t on TikTok” Argument
13:28 - The Fine Line: When “Fun” Content Fails to Convert
15:50 - Your First Marketing Hire: The Foundational Mistake Most Startups Make
18:55 - The “Rule of 8”: A Simple Formula for Your Minimum Ad Budget
34:34 - The “Ice Cube” Strategy: Give Them What They Crave, Not What They Expect
42:05 - Using AI in Ads: Where It Shines and Where It Destroys Trust
47:22 - Why Most B2B Landing Pages Fail to Convert Paid Traffic
52:00 - The Most Dangerous Vanity Metric in Performance Marketing
56:10 - The B2B Performance Marketing Playbook for 2026

ABOUT OUR GUEST:
Emil Petkov is the Head of Marketing at Pemo, a UAE-based fintech company. He is a performance marketing expert who specializes in building scalable acquisition engines for B2B companies. His video-first, creative-driven approach was instrumental in scaling Pemo from zero to over $10M in ARR in less than three years.

► Follow Emil on LinkedIn: https://www.linkedin.com/in/emil-petkov-76646a52/

CONNECT WITH US:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: https://www.linkedin.com/in/nickrybak/

Subscribe to the B2B Marketing Flywheel for more no-bullshit marketing strategies from founders and experts in the trenches.

Leave a comment below: What’s the biggest challenge you face with your paid ad campaigns?

#B2BMarketing #PerformanceMarketing #PaidAds #MarketingStrategy #LeadGeneration

Is building your personal brand as a 9-to-5 marketer worth it, or is it just another unpaid side hustle? This is the reality check every B2B marketer needs. In this episode, Maria Ledentsova, who built Magier’s content engine from scratch while becoming a trusted voice on LinkedIn, delivers a masterclass for full-time marketers.

►► Ready to build a marketing asset that brings clients to you? Let’s talk: https://foursets.com/

This isn’t just theory. Maria shares her field-tested playbook on how to get buy-in from your boss, create endless content without the “creative block,” and turn your personal brand into your ultimate career safety net. We move beyond the hype to give you a step-by-step guide to building a brand that attracts clients for your company and opportunities for yourself.

We break down the mindset shift that instantly cures imposter syndrome (“Document, Don’t Preach”) and reveal why a “lack of ideas” is actually a “lack of reflection.” Maria shares her exact content creation workflow, the tools she uses, and tackles the #1 fear that paralyzes marketers: “My boss will think I’m quitting.” If you’ve ever felt stuck between growing your company’s brand and your own, this episode provides the answers.

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about our guest:
Maria Ledentsova is a B2B marketing consultant and LinkedIn expert who helps marketers and founders build brands that drive revenue. As the founding marketer at Magier, she built their content engine from the ground up, using personal branding and employee advocacy to attract clients and top talent.

► Follow Maria on LinkedIn: https://www.linkedin.com/in/marialeden/

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connect with us:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: https://www.linkedin.com/in/nickrybak/

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Subscribe to the B2B Marketing Flywheel for more no-bullshit marketing strategies from founders and experts in the trenches.

Is your cold outreach hitting a wall? You're not alone. In this episode, Michael Maximoff of Belkins reveals the hard data: B2B outreach reply rates have plummeted from 10% to a painful 1-2%. We unpack the real reasons why AI and cheap tools have made the old playbook obsolete, and what your go-to-market team MUST do to succeed in 2026.

In this deep-dive conversation, Michael Maximoff, co-founder of one of the world's top outbound agencies, shares insights from millions of emails sent every month. We move beyond the hype to deliver a masterclass in modern B2B marketing. You'll learn why "generating leads while you sleep" is a myth and how to build a sustainable revenue engine through strategic brand building and data-driven validation.

We also break down the "Upside-Down Funnel," a game-changing framework for using outreach as a market research tool to validate your messaging before you spend your budget. Michael shares a controversial take on why 80% of companies should move their SDRs from Sales to Marketing to fix a broken process and stop burning leads. If you feel like you're grinding with no results, this episode is the reality check you need.
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about our guest:

Michael Maximoff is the co-founder of Belkins, a leading B2B appointment-setting agency that has helped over 1,000 clients scale their revenue. He is an expert in go-to-market strategy, cold outreach, and building modern revenue teams.

► Follow Michael on LinkedIn: / michael-maximoff
► Check out Belkins: https://belkins.io/

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connect with us:

► Need help with your B2B marketing? Visit our website: https://foursets.com/
► Follow Nick Rybak on LinkedIn: / nickrybak

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