Last week in B2B: LinkedIn systems driving 8-figure pipelines, invisible AI, and the future of product tours

Hey B2B folks,

This week’s newsletter is all about building smarter systems - from running marketing like a media company to scaling AI outreach without burning your domains.

We’ve got: Atlassian buying The Browser Company to own the new entry point, Figma hitting $1B ARR and sharing their learnings, and LinkedIn systems that quietly drive 8-figure pipelines.

Also: the hidden metrics behind product tours, why AI companies grow differently, and what Granola’s 70% retention rate reveals about invisible AI design.

Let’s get into the best from last week:

• Run your marketing function like a media company
  Start thinking like a newsroom. This guide explains how to turn your B2B company into media empire, and get a lot of attention [Read here]
  

• How to automate your BoFu strategy with AI
  Free prompts, workflows, and templates for automating bottom-of-funnel campaigns without sacrificing the quality of your content. [See the playbook]

• The new entry point: Why Atlassian acquired The Browser Company
  Browsers are the new OS layer. Atlassian’s acquisition shows how strategic “entry points” matter for long-term product distribution. [Check the analysis]
  

• How to nail your next big talk
  Practical advice for building talks that resonate, persuade, and stick with audiences. [Read the tips]
  

• How to scale AI outreach safely: Three workflows for sales teams
  Outreach with AI can kill your domain if you do it wrong. Here are three tested workflows to scale safely. [See the workflows]
  

• 5 learnings from Figma at $1B ARR
  What Figma learned on the road to $1B ARR - from product design to community-driven distribution. [Read the lessons]
  

• The hidden metrics of effective product tours
  Traditional in-app guides don’t work anymore. Here’s what really drives adoption and retention in 2025. [Check the breakdown]
  

• 5 LinkedIn systems generating 8-figure pipelines
  A teardown of five repeatable systems that turn LinkedIn into a pipeline machine. [See the teardown]
  

• 9 ways growth is different in AI companies
  AI companies aren’t built like SaaS companies. Here are nine ways their growth model differs fundamentally. [Read here]
  

• The art of invisible AI: Granola’s 70% retention
  Granola shows how AI works best when it fades into the background. Invisible AI = better adoption and stickiness. [Check the case]
  

• PLG vs AI: What’s next for product-led growth?
  Is PLG evolving or fading? This essay explores how AI reshapes product-led models. [See the insight]

How to make your content impossible to ignore?

I had the pleasure of speaking with Jonna Ekman - Marketing Director at Storykit, and we dived deep into:

• How to effectively use video in different parts of the funnel

• What are the best storytelling frameworks for B2B

• How to apply storytelling in video and other forms of content

• And much more

Give the episode a listen on your favorite platform:

• YouTube

• Spotify

• Apple Podcasts

That’s a wrap for the week!

See you next Monday!

Cheers,
U