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What happens when years of planting seeds finally meets the right market moment?
Alexis Trammel is Chief Growth Officer at Stratabeat, a B2B SaaS organic growth agency. She recently transitioned from account management into a biz dev role. But the real story is how timing and preparation collided. For years, Stratabeat was doing the unglamorous work: niching down, building LinkedIn presence, publishing original research, speaking at conferences, nurturing relationships. Then GEO (generative engine optimization) hit right as AI anxiety peaked, and suddenly the leads started flooding in. This conversation explores what it looks like when the groundwork you've been laying finally pays off, and why most agencies aren't ready when their moment arrives.
What You'll Leave With:
- Why lead flow needs to exist before you hire a salesperson—not the other way around
- How years of niching down positioned them to catch the GEO wave
- The compounding value of original research, LinkedIn presence, and conference visibility
- Why internal sales hires often outperform external ones when the foundation is there
- How to keep planting seeds even when you're not sure which one will sprout
- The seasonality reality and why "when it rains, it pours" cuts both ways
Timestamps:
- [00:00] Introduction to Alexis Trammel and Stratabeat
- [02:36] The long road of niching down and eliminating services
- [03:19] When AI panic created unexpected demand for GEO
- [05:16] Original research as a lead gen and credibility play
- [07:46] Coming back from maternity leave to a sales opportunity
- [10:00] Why the lead flow has to come before the sales hire
- [11:47] Wearing both the sales and marketing hats
- [14:10] Planning for seasonality when you're riding a wave
- [16:41] LinkedIn as long-term brand building, not cold outreach
- [22:04] GEO converting better than almost everything except referrals
- [30:12] The relationship groundwork that makes referrals possible
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