Impressions Up, Clicks Down? Sam Dunning’s B2B SaaS Fix

Welcome to Market Movers: Building Brands and Links with Linkifi!
Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

 

In this episode we welcome Sam Dunning, founder of Breaking B2B and host of the Breaking B2B podcast. Sam helps B2B SaaS teams turn websites into sales reps with bottom-funnel SEO and conversion-led design—focusing on “money keywords,” sales-ready content, and brand visibility where buyers actually research today (Google and LLMs).

 

Key Talking Points

✅ Back to Customer Research — Define ICP, industries, jobs-to-be-done, struggling moments, and incumbent vendors before touching keywords
✅ Bottom-Funnel First — Build sales pages and listicles that address pain, evaluation criteria, and objections (not just traffic for traffic’s sake)
✅ LLM-Ready Content — Control the narrative: own best-in-class pages, docs, and data; then earn off-site mentions (listicles, podcasts, niche media)
✅ AI Overviews Reality — Expect impressions up, CTR down; optimize for mindshare and branded search while protecting bottom-funnel demand
✅ Platforms That LLMs Cite — Prioritize your site, high-authority listicles, podcasts/transcripts, and (if you’ve got chops) Reddit
✅ Structure Still Matters — Basics still win: clean IA, keyword-aligned H1/URL, schema, scannable sections, strong proof elements
✅ Vibe-Coding vs. SaaS — DIY tools may replace internal workflows, but risk-averse buyers and compliance keep enterprise/mid-market with trusted vendors

 

Quotes from Sam Dunning

📢 “We build web pages that behave like sales reps—they know the problem, the stakes, and the proof.”
📢 “LLMs make mindshare the metric: be everywhere your buyers research so your brand gets named when budgets open.”
📢 “Control the narrative on your site, then earn the mentions—listicles, podcasts, niche press—so LLMs can’t ignore you.”
📢 “Vibe-coding an app isn’t a go-to-market. Trust and risk still rule in B2B.”

 

Actionable Insights for B2B Marketers

🚀 Start with ICP & JTBD — Map industries, pains, vendor comparisons, and evaluation criteria; let that drive your content plan
🔎 Own the Money Pages — Build category + comparison + alternatives pages that answer exec-level questions and objections
🧱 Documentation & Data — Publish in-depth docs and original data; LLMs love clear artifacts they can cite
🗂️ Win the Listicles — Identify cited assets in your space; earn placements via value exchange, PR, and partnerships
🎙️ Podcast for Multipliers — Appear on niche shows to gain brand mentions, backlinks, transcripts, and demand—all in one move
📈 Measure Mindshare — Track share of voice, branded search, and direct/demo requests alongside non-brand trends
⚖️ Optimize for AIO — Monitor AI overview impact by intent; double down where click-through still happens (mid/bottom-funnel)
🧰 Be Pragmatic with AI — Use LLMs for briefs, QA, prompts, and sanity checks—but let customer insight set the strategy

 

About Sam Dunning

Sam Dunning is the founder of Breaking B2B, where he helps B2B SaaS teams drive pipeline with bottom-funnel SEO and conversion-led design. He hosts the Breaking B2B podcast, interviewing tech marketing leaders and sharing real-world experiments and playbooks.

📬 Connect with Sam on LinkedIn or book a call at BreakingB2B.com
🎧 Podcast: Breaking B2B

 

🚀 Build Your Brand with Real Links

 

At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today:
🔗 https://calendly.com/linkifi/pr

 

👋 Connect with your hosts:
👉 Chris Panteli on LinkedIn
👉 Nick Biggs on LinkedIn

 

🎧 Listen to more Market Movers episodes:
🌍 https://marketmoverspod.com