#6 - Todd Busler
Todd is the Co-founder and CEO of Champify, which helps GTM teams leverage their existing relationships into new business. He's also built a sizable and precisely targeted LinkedIn following (25k) that is one of his primary tools for driving new business. On this episode, he talks to us about how a small follower count can be more powerful than a large one, his "give give give" content strategy, how outbound is changed but not dead, and more.
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I invited Champify CEO Todd Busler on the Good Content Series to hear more about how he leverages content in his outbound-heavy culture.
Today, outbound sales is getting harder and harder. There's tons of noise. Ruined inboxes. And AI is making the problem worse.But Champify is bucking the trend. They maintain an outbound-heavy sales culture—and they're winning.
The company grew from $0 to a couple million in ARR in their first two years. How are they succeeding? You can watch the full episode here, and my favorite takeaway is below...
Watch Todd Busler, Co-Founder & CEO of Champify, explain his content-to-outbound playbook.
Champify's Content-to-Outbound Flywheel
Over the last 9 months, Todd has built a large and highly-concentrated audience on Linkedin.
He uses LinkedIn content to fuel outbound in two ways:
1. Identify winning topics for long form assets (guides, webinars)
As Todd posts, his marketing team is ready to identify winning topics and pour on the gasoline. It looks something like:
→ Test topics through social content
→ Track ICP engagement
→ Identify topics with the most engagement
→ Create digital assets on winning topics (guides, webinars, etc.)
→ Publish assets as new content
→ Get even more engagement
This maximizes marketing spend through high-velocity testing on social and aggressive repurposing.
It also makes his outbound engine more effective because sales has high-quality assets at their fingertips.
2. Track key leads and accounts who interact with content
Todd maintains a strong outbound culture at Champify
.To maximize outbound efficiency, Todd and his team funnel content engagement data back to the sales team:
→ Generate a list of frequent engagers
→ Give the list to AEs and SDRs
→ They use that list to guide their outreach toward warm leads
This outbound engine is very effective because the prospects already know, like, and trust Todd.
Together, these activities build a flywheel around content and outbound.
Social content fuels a marketing engine that is tested and validated; content engagement strengthens outbound signal and increases awareness and response rate.
All of this has carried Champify from $0 to a couple million in ARR in 2 years.
And they're only just getting started.
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