Where to Start: Optimizing Your Offer, Leads, and Brand Presence

When it comes to sales and marketing optimization, where should you focus first?

For many businesses, the best starting point is refining your offer and making sure it aligns with your Ideal Customer Profile (ICP). But there are other opportunities you might be overlooking. You may want to re-engage past leads or build your personal brand for sales.

Looking to create a sales optimization strategy and convert more leads? Schedule a Discovery Call to explore actionable steps.


Three Key Areas to Focus On

1. Start with Your Offer and ICP

If your marketing isn’t converting, the problem often starts with your offer. Ask yourself:

  • Does it clearly solve a problem for your ideal customer?
  • Is it positioned in a way that makes it easy to say yes?
  • Have you validated it against real customer needs and feedback?

2. Re-engage Past Leads

You don’t always need new leads—sometimes, your best option is to re-engage past leads from your CRM or email list. Potential buyers who weren’t ready before but might be now.

Try running:

  • A follow-up email sequence to aged leads.
  • A re-engagement campaign to remind past prospects of your solutions.
  • A content-driven nurture sequence that keeps your audience informed.

3. Build Personal Branding for Sales

If you’re always chasing leads, it might be time to shift your focus to attraction marketing. Consistently share insights, expertise, and valuable content to attract more inbound opportunities—already pre-sold on working with you.

Read More: Understanding B2B Marketing and How It Differs from B2C


Take Action: Where Should You Start?

Every business has different gaps, but these three areas are foundational for sustainable growth.

  • If your offer isn’t converting, refine your messaging.
  • If you have leads sitting untouched, re-engage them.
  • If you want to attract more inbound leads, start sharing your expertise.

Pick one of these lead conversion strategies to focus on this week and take action. Minor improvements can lead to big wins in conversions and revenue.

Additional Resources

→ My Lead Generation Reading List

$100M Offers by Alex Hormozi

$100M Leads by Alex Hormozi

Expert Secrets by Russell Brunson

The Art and Business of Writing by Nicolas Cole

Founder Brand by Dave Gerhardt

Predictable Revenue by Aaron Ross & Marylou Tyler

The Challenger Sale by Matthew Dixon & Brent Adamson

→ My Sales & Marketing Stack

Notion (Productivity)

Close (My CRM) 

Kit (Email Marketing) 

Apollo (Listbuilding) 

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