Lead scoring is BS.

At least that's what I thought before talking to Jon Farah.

Here's the thing - I've seen too many companies do this: Marketing teams sit in a room.
"Website visit = 1 point.
eBook download = 10 points.
Demo request = 50 points."

Why those numbers? Because they “sound good.” 🤷‍♂️

Then sales gets these "qualified" leads and goes... "Why am I calling someone who never asked for a demo?"

But Jon just changed my mind.

He showed me how one of his clients converts 20% of top-of-funnel leads into sales-ready leads.

The difference?

Most companies only track fitness scoring (job title, company size). Jon adds engagement scoring across multiple channels:

• Email opens and clicks

• Page visits (weighted differently - homepage ≠ demo page)

• Social signals via Phantom Buster App

• Lead magnet downloads

Then here's where it gets interesting:

Instead of one generic nurture sequence, they create personalized journeys.

Downloaded a lead magnet? You get educational content about the problem.
Visited the demo page 3 times? You get competitive comparisons and some "why us" content.

They even have a whole stage for lost opportunities.
That 80% who didn't close? They get re-engaged with relevant content. Jon believes you can squeeze an extra 5% back into the pipeline this way.

Yea, I'm definitely implementing this for Chosenly someday 😏

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We just had one of the best-dressed guests on our podcast!

And while we didn't get to go deep into grooming tips, we did get to talk a lot about building a founder brand.

38 MQLs (in 1 month), with >10% of revenue tied to the founder brand.

That’s the ROI Tony Jamous gets from showing up as the founder of Oyster.

When Oyster launched, they didn’t have a product yet. What they did have was a belief: distributed work was the future.

So Tony started posting on LinkedIn about remote leadership, hiring globally, and building Oyster in public.

Those posts turned into:

• Demand gen → prospects already knew Oyster before the product shipped, so the sales cycle was shorter.

• Trust at scale → Tony’s voice made Oyster credible in a crowded space.

• Inbound magnet → the 38 leads were sourced directly from his content, no ad spend required.

• Revenue impact → over 10% of sales can be traced back to his personal brand.
  
  

The way he runs it is surprisingly lightweight:
✅ One dedicated person on his team to run this
✅ A monthly call where Tony just answers questions, which ends up being the primary source of his content
✅ A mix of tactical insights, authentic stories, and raw behind-the-scenes moments

The lesson? People buy from people. Your face, your values, and your voice make your product more trustworthy.

Tony’s advice: don’t overthink it. Experiment. Share what feels authentic. And let your audience tell you what resonates.

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With programmatic SEO you can create 100s of pages at once.

When I started my career, I saw companies like Zapier, Canva and AirBnB see great success with this, so I dreamt of implementing this.

But when I tried learning, I only got vague information like:

1. Find keywords that scale (eg: "Hire fitness influencers in Dubai", "Top beauty creators with high engagement”)

2. Build a data base with relevant data about each

3. Publish your pages in bulk

Technically, this is exactly what you need to do. But it's not nearly enough information to implement anything.

In this episode, Usman and I go in depth discussing the nuances. Things like:

"How do you structure programmatic SEO if you were starting from scratch? What would your step one, two, three be?

"Who do you think really owns the programmatic program?"

"Who wrote the content for the pages?"

“How much do you need to coordinate with the engineering/product teams?”

"How did you deal with indexation issues when making so many pages live at once?"

"What did the internal linking strategy look like?"

"When you do this and find a few pages that could rank better with manual tweaks (but would break the template), what do you do?"

"How do you prioritize which set of pages to build first?”

I don't know of any resource on the internet where you'll get this information in such depth.

Usman walks us through the specifics of him implementing a programmatic strategy for MoreDash.

There they saw 96% more traffic & 2x deals,

all in 8 months.

If your product has untapped data and there’s consistent search demand in your category, don’t sleep on this play.

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