Episode 1325: The New Rules of B2B Lead Generation with Nas Vou

More traffic, more automation, and more outreach will not fix a growth problem if you do not know exactly where your funnel is breaking down. In this episode of Sharkpreneur, Seth Greene interviews Nas Vou, Founder and CEO of Do It Digital, who shares how service-based businesses can build more predictable lead generation by refining their offers, identifying the right prospects, and tracking metrics throughout the sales funnel. He explains how LinkedIn can be an effective extension of an existing marketing strategy, why businesses should test an outreach approach before automating it, and when personalization matters most. Nas also explores how AI is reshaping marketing, the growing importance of founder-led authority, and why businesses need to balance technology with genuine human connection as they scale. Key Takeaways: → Strong lead generation starts with a compelling offer and a clearly defined ideal customer profile. → When traffic is not converting, the solution is to pinpoint the exact point in the funnel where prospects are dropping off. → LinkedIn works best as an additional distribution channel for marketing strategies that are already producing results elsewhere. → Providing useful free content or value can help build engagement before asking a prospect for a meeting or a sale. → Founder-led businesses can differentiate themselves by establishing authority through their unique experience, results, knowledge, and perspective. Nas Vou is the founder of Do It Digital, an award-winning agency that helps founders and service businesses win more clients through LinkedIn outreach funnels, web design, and SEO. After 15 years in sales and over $500,000 in corporate deals, he now installs and coaches founders to build acquisition systems that enable clients to book 4–5 dream meetings a month without paid ads. Nas is also the host of ‘CEO Insights,’ the go-to podcast for the latest in business strategy and leadership. Connect With Nas: Website: https://doitdigital.agency/ https://profile.doitdigital.agency/ Facebook: https://www.facebook.com/doitdigitalmarketing https://www.facebook.com/nasvoucoaching/ Instagram: https://www.instagram.com/doitdigitalmarketing LinkedIn: https://www.linkedin.com/company/do-it-digital-marketing/ https://www.linkedin.com/in/nasvou/

• 0:00Speaker 00

  Welcome to the Sharkpreneur Podcast with Kevin Harrington and Seth Green. Kevin Harrington is the inventor of the infomercial, one of the original sharks from the hit TV show Shark Tank, and has generated over $5 billion in TV and digital direct response sales. Seth Green is the world's first trusted authority on cutting-edge direct response marketing, a bestselling author, and the only three-time marketer of the year nominee. On the podcast, Kevin and Seth interview sharkpreneurs who share straight talk on what it takes to explode your business.

• 0:38Speaker 01

  Forty-nine faces looked to him in triumph. Over the last 12 months, they had each taken turns and promoted his business for a week at a time, driving over $987,342 in revenue. What if you had a network of 50 centers of influence who promoted your business every week for a year? Grab your copy of the number one Amazon bestselling book, The Ultimate Guide to Growing Your Business with a Podcast at 33% off the Amazon price by going to ultimatenpodcastbook.com. Again, that website for 33% off the Amazon price is ultimatenpodcastbook.com. Welcome to the podcast. This is your host, Seth Green. Today, I've got the good fortune to be with Nas Vu, founder and CEO of Do-It Digital, a founder-led B2B go-to-market agency working around the world.

• 1:22Speaker 01

  Nas, thanks so much for joining us.

• 1:24Speaker 02

  Thank you for having me. Really appreciate it.

• 1:26Speaker 01

  Our pleasure. So, let's go back in time just a little bit. How did you get started?

• 1:32Speaker 02

  Yeah, sure. Great question. So, I got started, originally, my background is corporate. So, I used to work corporate. So, Coca-Cola, McDonald's, some of the beautiful, big corporate companies in the world. And then, I realized I didn't want to be the CEO of Coca-Cola. It wasn't my dream. So, I left, started a coaching business, and I'll give you the short version. Started a coaching business, got down to like two days a week, flew around the world, met Tony Robbins, Fiji, Brisbane, Melbourne, all that good stuff, which was an incredible experience. And started a coaching business, got down to like two days a week, and then I realized I needed to do more. I was quite relatively bored with just working two days a week. I didn't think it suited me. And then, I started about four years ago, learning about websites and digital marketing,

• 2:17Speaker 02

  which is fascinating topic, because I kind of did the whole sales, new business development. That was my last role there. And then, I wanted to learn about marketing and sales and combining those two together. So, then just started an agency, and really, I was very interested in building portfolio websites. So, building sites, which like passion blog websites, and actually building them up and then selling them for profit. But, what I realized, I needed to, didn't want to use my own money, so I wanted to use other people's money. So, I started a service-based agency. That's the tongue-in-cheek that I say. So, then eventually, built up, and now, we're about a small team, like, I mean, like with the days of AI, light team, a team of six, essentially solving growth in, for service-based

• 3:01Speaker 02

  businesses who want to get leads. That's kind of the umbrella of what we do.

• 3:06Speaker 01

  Okay. So, growth for service-based businesses who want to get leads, that's a large percentage of our audience. So, what do you think some of the biggest mistakes they're making now is in their efforts to grow?

• 3:19Speaker 02

  Yeah, great question. I think a lot of it's to having a great offer. You've got to have your offer, you've got to know your ICP ethic. Those are the general things, but having like a grand slam offer and knowing exactly who your ICP is always makes the experience much better. So, give an example, we work with very niche agencies, so we work for other agencies. They're a ghostwriter, they sell services to other companies on LinkedIn, and they were really great at getting attention, and doing sales as well, but they were very good at their attention, but they weren't clear on who it is, how many conversations they need to start. They basically need to just get the numbers, like, okay, if we do X outputs and we get

• 4:04Speaker 02

  X inputs, what does that lead to? So, we help them organize their lead generation system on LinkedIn. Essentially, we booked them 72 meetings in six months and generated another 14K MRR. So, it was like another 160-odd K a year for that type of business. So, those things come down to knowing who you're targeting, having a very clear value proposition, making sure you're doing the numbers, the daily numbers every day.

• 4:31Speaker 01

  Well, those are absolutely incredible results. Why do you think companies generate like plenty of traffic, but not enough qualified conversations?

• 4:41Speaker 02

  Yeah, I think in the service-based sector is probably a little bit different in the sense, like, if you can get traffic, you've kind of already solved one of the big problems. Obviously, if you're buying traffic, then you're spending money on advertising, then you've created a problem in itself, because if you're not converting. So, I think a lot of that's got to do with making sure that if you're getting a lot of traffic and diagnosing where are we going wrong in the funnel. So, if we're looking at, okay, we've got X amount of conversions come through, like to lead, so let's say if you just look at a basic funnel, top of funnel, like we've had 100 people come through our funnel, and then, one of them have only booked a meeting from that offer.

• 5:24Speaker 02

  So, what is it exactly between that step that's actually missing? So, some good examples from like things that we do, which we do a lot around, like direct, I think a little bit in your space as well, like direct, go out, doing direct outreach to people, figuring out what are the numbers missing in the pipeline? So, if you've reached out to 100 people, out of those 100 people, how many people have then responded to your offer? How many people have those people booked a call? How many people has actually converted? Were they qualified? Did they show up? So, knowing all those very specific numbers can help you diagnose exactly what's happening in the funnel.

• 6:04Speaker 01

  I think that makes a lot of sense. You mentioned LinkedIn. How are you making LinkedIn work in terms of qualified lead generation?

• 6:13Speaker 02

  Yeah, cool. So, I think, like, if you asked me this question like six months ago, probably given you a different answer. I think everything's subject to change. Right now, even the things that we're doing, being on LinkedIn, and I think probably a lot of your audience are on LinkedIn, and like, oh, we've tried doing LinkedIn outreach, but it doesn't work, or I don't want to just pitch people, and then, you know, end up in the inbox and no one ever responding. So, I think, like, our system, how we used to teach it probably six months ago, has changed a little bit, but in essence, is like, do you have some sort of piece of free value that you're able to give to your audience? This is basic stuff, right? But I think it works on every platform. Is there free content, free value that you can give your audience? Is there a pain and problem?

• 6:58Speaker 02

  And then, thinking about, I always like to think about LinkedIn, is like, it's not different to any of your other marketing, it's just another channel that already exists. So, if you're great at running webinars and getting traffic through there from advertising, you should be running the very same strategy on LinkedIn, getting more people through the funnel that probably don't exist on maybe Facebook or Instagram or don't hang out there. So, whatever your goals and your ambitions and the way you sell, LinkedIn should always be added to that, not trying to do something different. That doesn't mean you still can't book a lot of meetings, like the other case study I just shared with you, and you still can do that, but I think where a lot of people go around, they try to go for like the big kill versus like, what are you doing that's already working?

• 7:43Speaker 02

  And how can we bring that to LinkedIn? And then, actually start to see results, because then, you get invested. And once you're invested, you want to spend more time, you want to start to work out, what else can we do to help and bring people into our ecosystem, and then it grows. I can go into like more specifics if you want, but that's kind of like the general overview.

• 8:03Speaker 01

  I mean, that makes sense. We're getting to the point where AI can write the email and research a prospect and automate the follow-up. So, if everybody's got access to the same technology, is being genuinely human the new competitive advantage? Talk about that.

• 8:18Speaker 02

  Yeah, I think it can be. I don't think it always is the way. So, it depends on like, we've done, like, probably a year ago, six months ago, we started doing like the really like conversational kind of setting, like, you know, hey, how's your day? Not how's your day, I never said that, but hey, like, really love what you're doing, and really trying to ultra-personalize it, and that did get some results, but I think a lot of people are getting quite tired of that way, because people can sense that you're just buttering them up for the pitch. So, like, there's a place, like with your warmest engaged leads, like, for sure, like, speak to them like a human, take care of them, they're the people that you are most likely going to be your next customers.

• 9:03Speaker 02

  So, for those, it's always worth investing. From a more colder perspective, in a colder market where people don't know you yet, you've got to really entice them with something. Like, you said to your point, everyone's got the same technology, but what tends to work is that you should only scale that technology when you know something's actually worked for you. So, like the previous example, or I could talk about like recruitment agencies, some other clients that we work with, like, there was no point scaling their automation unless it was working. And the same thing, like, if you've got, like, if you're a service-based business and you're in, like, I'm going to throw a state out there or a city, I probably get this wrong, like, if you're in Michigan, and that's only got like 5,000 of your potential customers, like, why are you automating?

• 9:45Speaker 02

  Like, why are you going so hard on your outbound and trying to like spam everyone? Like, or you should be getting as super close to those people as possible and making it as personalized as possible, because you've only got like 5,000 customers who could ever buy from you. Now, if you've got a product or service that has like millions of people, have fun, like, automate the hell out of it, message everyone, like, you're going to get, the volume game's going to be better. So, it's really scenario-led from what you're doing.

• 10:14Speaker 01

  That makes a lot of sense. You are also a service-based business. How do you scale without becoming disconnected from the work itself?

• 10:24Speaker 02

  Yeah, I think if we talk about like, you know, search engine marketing, AEO, we've investing a lot of time and money into that now because I think there's a lot of opportunities to get mentions and to actually build our own brand. And I think the thing that's changed for us is like, how can we position ourselves more as an authority in a marketplace where I think a lot of people talk this, but where it's a very crowded and noisy. So like, producing content is my next kind of big thing to work on. Like, I've always had, I've had a podcast, so I've run a podcast myself. And that, but that's more of a relationship tool and a bit of a content tool. And now, like, using a, picking a platform for us is like LinkedIn. I, I like LinkedIn because it's less attention. It's all about business. It's not, you're not going to get some weird cat memes and stuff like

• 11:08Speaker 02

  that as much as we all like them. But building authority in your subject matter and talking about your subject matter as you are the expert, because you are, no one has your experience, your results and your experience. There may be people, you know, who are further along than you or do something a different way, but only you have you. So branding around your own authority and the things that make you as, if you're running founder-led sales, what makes you different? So I know for you, Seth, like the book, you've wrote the book on direct response. You've got the results, like you show that through your marketing. And I think not enough businesses and not enough service-based businesses do that.

• 11:50Speaker 01

  I think that makes a lot of sense. You've helped so many businesses grow. What's your biggest challenge now?

• 11:57Speaker 02

  Yeah, our biggest challenge is like getting to that next phase, right? Like, how do we, how do we keep maintaining a channel that produces results and then looking to invest in another channel while we're kind of building on that one? So it's always, for us is like, how do we get more scale? But how do we also make sure there's enough cash to scale to the next, you know, to say, okay, this investment, this bet is paid off. Now we're happy with that. Now we can move on to the next one. So I think that's for us is, is that and obviously like staff and getting the right people and finding the right balance between what AI can do and should do versus what should we get, what should we still keep as a very much human aspect? And the last

• 12:41Speaker 02

  one I'll say is like, what is people responding to on like, like listening to like, like now there's like a new thing on LinkedIn where people are talking about like rogue writing, where they just write whatever like brain fart they have in their mind and they putting this out on LinkedIn. Like, is this the new trend? Is this what people are going to be doing and observing like what are, what are trends that are happening in the marketplaces? While there may be just noise granted, but what things are changing because everything is changing incredibly fast.

• 13:12Speaker 01

  Yeah, you are absolutely right about that. Your passion is obvious. What do you like best about what you're doing?

• 13:19Speaker 02

  I think it's working, like I love people. Honestly, I love working with people. I think being from sales, a background and a coaching background, it's always about working with people, working on the strategy with people, because I get to see someone go from, okay, like this isn't working for us to, ah, this makes sense. I get what we're meant to be doing now. So example, like if we're working with someone and they're like, well, I don't really know why our, you know, funnel is broken. I don't really know why like this piece of our sales process broke. Cause like, okay, let's work it back. Let's try this iteration. And then seeing people who actually make that breakthrough and then go to the next level. I'm like, ah, that's, that's why I like doing what I'm doing.

• 14:04Speaker 01

  That's awesome. For our folks who are watching and listening, who are a service business looking to grow, where is the best place for them to find you? All things about Do It Digital and about the podcast?

• 14:15Speaker 02

  Yeah, thank you so much. They can find us at doitdigital.agency. There's also a free tool we built, which will help you with your LinkedIn of how to actually set up your LinkedIn properly. So it converts or at least shows who you are differently. And you can go to profile.dowitdigital.agency. And the podcast is on the website as well. It should be podcast slash CEO Insights.

• 14:40Speaker 01

  All right. This has been Seth Green with Nazvoo from Do It Digital and CEO Insights. Nas, thanks again for joining us.

• 14:46Speaker 02

  Thank you for having me. Really appreciate it.

• 14:48Speaker 01

  Thank you, everybody, for watching or listening. We'll talk to you or see you next time.

• 14:53Speaker 03

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