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In this episode of E-Coffee with Experts, we chat with Sam Dunning, Founder of Breaking B2B and host of its namesake podcast, about why most B2B SEO strategies fall flat in 2025 and what actually works now.

Sam shares why chasing traffic doesn’t equal growth, and how focusing on low-volume, high-intent keywords can bring in real leads. We also dive into how AI and tools like ChatGPT are shaking up search, and what you need to do to keep up.

Plus, Sam reveals how his podcast went from a side project to a lead-gen machine, why link building still matters (but not how you think), and how to build visibility in long B2B sales cycles.

If you’re a founder or marketer trying to turn SEO into revenue, this one’s full of straight-up gold.

TAKEAWAYS:

01

Breaking B2B focuses on helping B2B tech and SaaS companies with SEO.

02

The podcast started as a learning tool before becoming a business asset.

03

Narrowing the podcast's focus helped drive inbound opportunities.

04

B2B marketing doesn't have to be overly corporate.

05

Link building remains a crucial aspect of SEO.

06

AI is transforming the marketing landscape significantly.

07

Authenticity in communication is key in B2B.

08

Starting a podcast can enhance personal branding and lead generation.

09

Understanding your niche can lead to better client results.

10

Hustling and perseverance are essential for success in the digital industry.

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