Scaling B2B Marketing for Startup Success | Sam Viskovich from UTTR

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on the website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Sam from UTTR, founder and CMO with them. How are you doing today, Sam?

Sam Viskovich: I’m doing good. Thanks for having me on, Ernesto. Great to be here.

Ernesto: It’s great to have you on.

Sam: And.

Ernesto: Well, Sam, I’m sure our listeners are tuning in wondering what UTTR is all about. So in your own words, tell us a little bit more.

Sam: Sure. So UTTR, also sometimes known as Uttr, stands for “Up and to the Right.” But we say UTTR here. The idea is that we’re a marketing agency for B2B startups, particularly B2B technology firms, to help them grow and go up and to the right. We focus on three areas. One is performance marketing and the creative that’s combined with that. Two is revenue operations. And the third is branding work that supports website development.

Ernesto: Okay, perfect. So that way, our listeners can get a good understanding of your company. Sam, what would you say is the key problem that you guys like to solve for clients?

Sam: The key problem depends on the unit. Usually, it’s about scaling with paid marketing or scaling efficiently with performance marketing as a B2B firm. And deeper than that, many B2B firms struggle with performance marketing because measuring deep in the funnel and ensuring they’re getting ROI or pipeline ROI can be challenging. That’s the core focus. On the revenue operations side, it’s about building systems that make the revenue organization efficient, measurable, and scalable.

Ernesto: Definitely. Great to hear that. So then, with your vertical segment, is there an ideal ICP for UTTR?

Sam: We split it across three areas. First is prosumer, mainly AI technology tools, where we see success in performance marketing. The second is mid-market companies, where we tailor the strategy slightly. And the third is enterprise, with a more ABM approach. Within these, we’re particularly strong in vertical SaaS and areas like real estate tech.

Ernesto: Okay, awesome. And what would you say is the top client acquisition channel for you guys? How would somebody usually find out about UTTR?

Sam: It’s all word of mouth and referrals at the moment. Clients hear about us through other clients. And for our own clients, we do a lot of paid social and paid search to help them scale those channels.

Ernesto: Perfect. So that way, our listeners who are tuned in can go ahead and visit you at uttr.com. What role does the website play in client acquisition?

Sam: It’s significant for us. It helps us tell our narrative and our perspective on paid marketing within B2B. When we work with clients, we emphasize the website’s conversion capability as it’s the cornerstone of a marketing strategy and can make or break success overall.

Ernesto: Thanks for that. So, on that note, is there any tools, tips, or methods that you would recommend to listeners regarding website lead generation?

Sam: The number one thing to get right with a website is the positioning. When you go to a website, especially in tech or B2B, you want to understand what the company is about. Websites that convert well are clear, have a narrative, and make it easy to understand what they offer. Aligning on this early is essential because when a website’s positioning is messy, it often reflects a messy internal strategy. This is the most crucial aspect for improving conversion rates.

Ernesto: Perfect. Good to hear that. Let’s switch gears a bit and talk about you as a leader. What are some key tasks you focus on day-to-day as the founder and team leader at UTTR?

Sam: Most of my day-to-day is people management—helping to coach the team. Within performance marketing, I help develop the right strategies, focusing on creative, which is the biggest lever in scaling paid campaigns. Aside from that, it’s about coaching on time management and effective communication.

Ernesto: All right, perfect. In your spare time, how do you like to stay updated on marketing trends, strategies, and news? Is there a preferred channel?

Sam: I don’t follow many general marketing blogs, but I do follow some individuals on LinkedIn who share valuable content, like the team at Winter (with a Y). My preferred method for staying current is by solving specific problems as they arise. I encourage the team to do the same—go deep on a topic to learn and expand.

Ernesto: Great, thanks for sharing that. Let’s jump into our next section, which is our rapid-fire question round. Are you ready?

Sam: Sure.

Ernesto: Perfect. First off, what is the last book that you read?

Sam: It was a UK politics book called Chief of Staff by Gavin Barwell.

Ernesto: Interesting read for our listeners. Next, if there were no boundaries in technology, what would be the one thing you’d want to fix for your role as a marketer today?

Sam: B2B attribution. I don’t think it’s possible to solve, but with a magic wand, perfect attribution would be great.

Ernesto: Next, if there’s one repetitive task you could automate, what would that be?

Sam: Time tracking and time sheets—making them more accurate and less of a burden.

Ernesto: All right. And finally, you already have a lot of experience in marketing, but if you were to restart your journey as a marketer today, what advice would you give yourself?

Sam: Definitely to learn more about brand early on. Brand equity and brand awareness are crucial, especially from a performance marketing perspective. Also, honing my copywriting skills—writing is essential in everything we do today, and it’s a skill that’s always valuable.

Ernesto: Love that. Well, we’re coming to the end of the show. But before we finish, if someone forgets everything about today’s interview, what’s the one thing they should remember about UTTR?

Sam: If you’re a fast-growing, aspirational B2B company looking to test, scale, or optimize your paid marketing or improve your revenue operations structure, we might be the right partner to help guide you.

Ernesto: You heard it here! Check them out at uttr.com—UTTR, brilliantly building a consistent pipeline with proven paid media strategy. Sam, thank you so much for being with us today. And to our listeners, thanks for tuning in. Looking forward to our next episode at Pathmonk Presents. Thanks a lot, Sam.

Sam: Appreciate it. Thanks for having me.