If you work with an agency, there are a few things you usually only learn once the campaign is already running. In this special in-person episode, Michael sits down with Belkins Managing Director Alex Sribnyi to talk about what actually happens behind the scenes of B2B lead generation: why some agency-client relationships work, why others fall apart, what companies often misunderstand about outbound, and how the role of an SDR is changing.

What does it take to build a brand in B2B that people actually talk about? Udi Ledergor has a word for it. Courage. He was employee #13 at Gong. The first, and for a long time, only marketer. He joined when nobody had heard of them, with 11 paying customers and zero brand presence. By the time he stepped back, Gong was doing $300M ARR, had five of the Fortune 10 as clients, and had become one of the most recognisable names in B2B. He did it by building what he calls courageous marketing — the belief that attention only goes to brands willing to do something genuinely different. Not different for the sake of it. Different because playing it safe, copying competitors, and following the same templates everyone else follows is the surest way to be completely invisible. We sat down with Udi live in London, and the conversation went places we didn't expect.

Companies go upmarket, quit after three bad months, and call it a failed strategy. In this live episode, Yann — co-founder of Userled and former Salesforce enterprise seller — breaks down how enterprise deals actually close, why most ABM programs fail before they start, and the tactics his clients use that most teams haven't figured out yet. Michael and Yann talk about the parts of enterprise sales nobody really prepares you for: months of silence that don't mean rejection, stakeholders who influence decisions without ever joining a call, and the uncomfortable truth that activity and progress aren't the same thing. But the conversation isn't just about strategy. Yann also shares what founder life actually feels like when momentum disappears, how hiring decisions shape the energy of a team, and why some of the hardest lessons in building a company don't show up in any playbook. Yann changed Userled's ICP, survived two brutal quarters, then closed more in October–November than the entire rest of the year combined. And he joined us to share everything he learned. You don't want to miss this one 🔥

For 10 years, Belkins’ founders never sat down on camera to talk honestly about what building this company has really cost them. Michael Maximoff and Vlad Podoliako have spent a decade building together. They took Belkins from zero to one of the world’s leading B2B lead generation agencies, built Folderly, and managed a portfolio of joint investments. On paper, the story looks perfect. But a portfolio of companies doesn’t show what it feels like to live through it. To close out one of the hardest years they’ve ever had, Michael and Vlad finally sit down — in person — to break the silence.

Revenue teams are dealing with more tools, more data, more automation - and more pressure - than ever before. Growth isn’t just about selling better anymore. It’s about how the entire revenue engine actually works. For the first time, RevOps isn’t a background function — it’s shaping how companies grow, scale, and make decisions. In this episode of the Belkins Podcast, Michael Maximoff sits down with Jen Igartua, Founder & CEO of Go Nimbly, to unpack what’s really happening inside modern revenue organizations — and why RevOps is suddenly at the center of it all.

Behind every well-known tech company is a leader navigating pressure, uncertainty, and constant change. That’s what makes this conversation with Wade Foster — Co-Founder and CEO of Zapier — stand out. Wade doesn’t show up with clichés or polished CEO lines. He talks about the decisions that actually shape a $5B company: how he manages his time, how he thinks about hiring and org structure, what AI really means for Zapier, and why leadership gets harder — not easier — as the company scales.

AI has changed how B2B marketers work — and how they connect. In this episode, Dr. Amy Cook, Co-Founder and CMO at Fullcast, joins Michael to explore what happens when automation starts replacing authenticity, and how today’s most effective marketers are rebuilding the human side of their craft. Her framework is simple: use AI for knowledge. Leave relationships to humans. Amy brings an unusual perspective to this conversation. She has a PhD in organizational rhetoric (how companies actually persuade people), ran her own agency for 15 years, and spent her early career as a professional violinist performing with the Osmond family. That last credential matters: she learned on stage that audiences always know when something feels rehearsed instead of real. That's exactly what's happening in B2B marketing right now.

Should you hire BDRs or full cycle sales reps? Mark Niemiec, CRO of Salesloft thinks companies are shifting budgets away from BDR teams. At Salesloft, they already made the switch from sales engagement platform to what they call revenue orchestration.

Only 1% of HubSpot's 6,500+ partners ever reach elite status. So what do the top 1% do differently? Brendan Walsh built his agency into that exclusive group, but the path had its challenges. He went 7 months without paying himself during a cash crunch and learned when to say no to clients - and crucially, when it's too early to start saying no. In this first-ever Belkins episode recorded LIVE, Michael and Brendan sit face to face to go through the hardest lessons, biggest mistakes, and key decisions that turned Mole Street into a successful consultancy. They dig into what it really takes to build lasting partnerships - both in business and with co-founders - and the expensive lessons most founders learn the hard way.

Building software today? Easy. But standing out in a saturated SaaS market—with 40,000+ new apps launching each year—is a whole different game. In this can't-miss episode, Godard Abel—Co-Founder and CEO of G2—breaks down exactly how G2 thrives amidst the AI explosion shaking up the B2B software industry. With 50 new AI software categories emerging in the past year alone, discover how the industry's top platform stays ahead.