Your buyers delete vendor sequences by the dozen. They still say yes when a founder asks for 30 minutes on how they run their team. We build that show, invite the VPs on your target list and hand every conversation to your AEs with notes attached.
For B2B SaaS lead generation, we invite the VPs and heads of function your sales team can't get a demo with, record a 30-minute conversation, and hand you the opportunity with notes.
Built from your closed-won deals, not a persona slide. Three filters: title, stage and a reason to talk now.
A deal that went quiet after the demo won't answer another "just checking in." An invitation to talk about their migration, on the record, will. We tag open opportunities from your CRM so the host knows the deal history.
How the interview replaces discovery →Every tool in your category emails the same VP. None of them asks what the VP thinks.
The invitation comes from your founder, about the guest's work. No demo link, no calendar grab. The one message that week that isn't asking for something.
Five questions surface next year's plan, the fragile part of it, the tool they regret and who signs. Your AE starts with the stack, the pressure and the committee.
Guests share their episode with their team and their boss. The buying committee hears your founder before your AE emails them.
| channel | guest invitation | cold email |
|---|---|---|
| what the buyer receives | a stage | a request |
| typical response | 30–40% accept | 1–3% reply |
| known before a sales call | priorities, pain, committee | whether they opened |
| over time | past guests refer peers | lists fatigue |
Cold email can still be cheaper per meeting. The number that matters is cost per opportunity. Compare the channels →
Fictional. The pattern: a narrow topic your buyer owns, a host with a view, an episode a VP wants their name on.
CFOs and COOs on which software survives the budget review, and what got cut.
ep_07 · We cut 38 tools. These 6 stayed.
Engineering leaders on shipping cadence, platform bets and what slows a team down.
ep_12 · Moving 40 engineers to weekly releases
Revenue leaders on the line between self-serve and sales, and who owns the account.
ep_03 · Where self-serve accounts stall
Your show gets its name in the first five days. Concept, format and guest criteria are set in the brief, before the first invitation goes out on day 18.
A Series A B2B data platform on Engine, and what 24 recorded buyer conversations became.
series a · b2b data platform · engine
pipeline from 24 recorded episodes in one quarter.
We stopped asking for meetings and started asking for interviews. Our calendar changed in three weeks.
Estimates, not guarantees. Your numbers will differ.
"Our buyers already get pitched by every tool in the category."
Pitched, yes. Invited, rarely. Cold email asks for a favor; an invitation grants one. Same inbox, same deliverability discipline, opposite request.
"Couldn't our SDRs just run this?"
They can. The Launch Sprint hands them the system in 14 days for $4,500. Budget about 25 hours a week across research, invitations, producing and editing.
"We need pipeline this quarter, not a content program."
Invitations go live on day 18; first recordings land around day 25. We report recorded guests, opportunities and revenue. Not downloads.
Most SaaS deals need two voices: the person who uses the product and the person who signs for it. Engine runs two ICP segments, so one show hosts both.
Making it a core pipeline channel.
3-month initial term, then monthly
Within 72 hours of the fit call: addressable guests, expected acceptances, recorded guests per month and a pipeline range at your ACV.