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I work with B2B tech companies to do two things: get more out of what's already running…
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Liam MacCormack shared thisHey Salesforge.ai 🔥, I don't even like when my Mom decides to blindly Facetime me. Why is your website calling me? This is my own personal nightmare.
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Liam MacCormack shared thisI guess at least Bezos has a shirt on this time??? I hate my LinkedIn timeline.
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Liam MacCormack shared this"AI can't handle complex tasks." No, it can. You're just bad at orchestrating it. You put 9 jobs in 1 prompt. Research, targeting, copy, ads, landing pages. It handed back a mess, and you decided AI couldn't do the work. So you overcorrected. Went from "AI will do everything" to "AI can't do this." Both wrong. The problem was never AI. It's that you typed a wish, hit enter, and expected it to build you a growth system. Obviously it didn't. Orchestrating it means breaking the work down. Each task gets its own agent. QA agents at every step catch and correct the output. Then clean context gets passed to the next one. That's the difference between people who think AI is hype and people running their outbound engine on it. Swipe through. 👇
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Liam MacCormack posted thisRecent win: My client's LinkedIn ROAS is returning 7x on closed-won revenue alone. Not pipeline. Actual closed deals. Pipeline is sitting north of $6 million off $400K in spend. The gist of it? I ran their closed-won accounts through a pattern-matching analysis I built via Claude Code and found that 95% of companies that purchased their product in the last 12mo had a leave policy explicitly written on their careers page. Not just "we offer PTO." An actual, detailed leave management policy. Now instead of setting up a matched account list in LinkedIn for their entire TAM and relying on the native LinkedIn filtering to get closer to their exact ICP, we took their TAM built from closed-won firmographic data, identified which ones had leave policies, and spent most of our paid budget targeting those accounts. Ads speak directly to leave management. Outbound references their specific policy. Website visitors get reverse-IP matched so we know if they're engaging. TLDR: we stopped targeting "companies that could buy" and started targeting "companies that will buy." Another client, same exercise. 100% of their closed-won accounts had per-action pricing on their pricing page. Every single one. That was the signal. Not industry. Not company size. Per-action pricing. This is the work that actually moves the needle. Finding the weird data that your competitors aren't looking at and building your entire targeting strategy around it.
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Liam MacCormack posted thisA client came to me and said, "Our non-branded Google Ads campaigns aren't working." I told them they were looking at an n=1 problem when they needed to zoom out to n=100. Here's what I mean. n=1 is when you look at a single campaign, a single landing page, a single metric and try to fix it in isolation. Non-brand GAds aren't converting. So you rewrite the ad copy. You change match types. You adjust the bid strategy. Maybe it gets a little better. But the reality is, it probably doesn't. Because the problem was never that campaign. The problem was that you're sending people to an incredibly generic landing page or worse, your home page. Or your messaging doesn't match how your buyers actually think about the problem. Or you're spending budget on cold LinkedIn audiences that aren't on the platform enough to even notice your ads. I see this constantly in ops work too. A team can't report on one metric. So they build a custom workflow to solve that one thing. Hot fix deployed. Problem solved. Except that hot fix just broke six things downstream. Because they looked at it as n=1 instead of fixing the infrastructure their reporting sits on top of. The same pattern plays out everywhere in growth. When you zoom out to n=100, you stop asking "why is this ad not working" and start asking "what's actually working, why is it working, and how does the entire system function together." Most companies major in the minors. They're optimizing a single campaign when the real problem is three layers above it.
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Liam MacCormack posted thisCodePath hired me to fix their Google Ads. I did. But that's not the interesting part. CodePath trains young engineers. They came to me with their Google Ads in rough shape from a previous agency. So step one was fixing and scaling those. Google's running about $20K a month now and driving roughly 3,300 applications/mo. It does what it's supposed to do: capture people already searching for coding programs. But Google has a ceiling. There are only so many people actively searching for something like CodePath at any given time. Once you've captured that demand, more budget just bids up the same limited pool. To grow past it, you need a channel that creates awareness instead of capturing intent. So I asked the obvious question: where do young engineers actually spend their time? Not searching Google. They scroll on Reddit. We put $5K a month into Reddit, a small test. It's now driving around 1,200 applications at roughly $4 each, versus about $6 on Google. Cheaper, sure. But the real unlock is that we're not capped by search volume. We're putting CodePath in front of engineers who didn't know it existed and giving them a reason to care, which means there's actual room to scale. And honestly, Reddit might be one of the most untapped ad platforms right now. The targeting is good, the audiences are real, and most companies haven't considered it yet. The costs reflect that. Leadership wanted to expand it immediately. Not because I found some secret channel. Because I've run paid for enough companies targeting this exact audience to already know where they are. The move was obvious if you've been in the seat before. That's the whole job, really. Google captures demand. Reddit (or elsewhere) creates it. Knowing which channel does which for your specific audience is the part you can't shortcut. And transparently, why I get hired.
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Liam MacCormack shared thisMy man Jason is climbing mountains (literally) for children's mental health. Any help goes a long way. +you get to see his cool pics like this one.Liam MacCormack shared this1 down, 4 to go. We started at 3am Saturday. Summited Mt. Adams in about 7.5 hours. Started at 5,600' and ended at 12,200' - climbing over 6,600 vertical feet in 6mi. It was about 3 degrees with winds running at 35mph towards the top. Steep sections were icy and my climbing buddy had a fall and a slide where he had to use his ice axe to stop himself. His watch detected a fall and tried sending an emergency notification :). That's $1,000 towards adolescent mental health! It's not too late to pledge - climbforkids dot co y'all. Even $20 helps. Next up, Mt. Baker on June 12.
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Liam MacCormack shared thisI'm going to say something that might piss off the GTM engineering community: if the most interesting thing on your resume is that you know how to use Clay, you're already behind. Clay has become what HubSpot was five years ago. It's a tool you're expected to know. It's part of the stack. It's not a skill set, it's a prerequisite. The operators who are pulling ahead right now are the ones building custom solutions to solve problems that no SaaS tool covers. And the barrier to doing this has essentially disappeared. I can write Python and JS. Could I sit down and code a production-level application from scratch? Lol no. But with Claude Code, I've built: -A custom events attribution system pulling from HubSpot & Luma -An automated SDR follow-up & meeting booking service with its own DB (waiting on eng would've taken ages) -Documentation automation that opens every relevant tool, crawls the workflows, and writes routing audit docs in 15 minutes instead of a full week -Custom signal scrapers that crawl thousands of websites looking for hyper-specific service offerings (to trigger outbound) Two years ago, each of these would've been an engineering ticket that sat in a backlog for months. Now they take one to two days and the strategic understanding of what needs to exist. This is the shift I'm watching in real-time on discovery calls. When I tell prospects I've built full-blown apps in days to solve niche client problems, that's the moment they go "holy shit." Not when I talk about ad performance. Not when I show Clay workflows. When I show them something custom that nobody else has. The question isn't "do you know Clay?" anymore. It's "when you hit a wall that no existing tool solves, what do you do next?"
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Liam MacCormack shared this15 months. $279k in LinkedIn ad spend. $9.4M in pipeline. $1.9M in closed/won revenue. Before anyone reads too much into those numbers, I want to tell you exactly what we did, because it's not what people expect. When I came into Cocoon (who just got acquired) as their fractional head of growth, their ads weren't broken in some complex, unfixable way. Their audiences were wrong. They were targeting titles that had nothing to do with their ICP, hitting a bunch of unnecessary job functions, wasting impressions on people who would never convert, trying to convert cold audiences directly to demos. The basics were just off. So the first three months were almost entirely spent fixing the basics. Tighter audiences, better creative, ads that functioned the way they were supposed to. That's where the work started. From there we moved into ABM and some GTM engineering with outreach, but the bulk of their revenue came from paid work that just got done properly. Now, the thing I want to be clear about: LinkedIn doesn't produce numbers like this for every company. Cocoon's audience just lives on LinkedIn. Before I committed to anything on their ad strategy, I built their TAM list and ran a perfectly matched audience for one week just to see how many of those people we could even reach on the platform in seven days. The number came back strong. That's when I knew the spend would work the way it did. Run the one-week reach test before you commit budget to any platform. If your audience can't be reached on a weekly basis, you're not going to build the frequency you need for any of it to land. For Cocoon, the audience was there, and the basics got fixed. Q1 goal was $1.3M in pipeline. Hit it two weeks before the quarter ended. Nice 👍 (Also not sponsored but shoutout to Adam and Fibbler for making this reporting a WHOLE lot easier)
Liam MacCormack commented on a post
2w
Justin Rowe when you’re talking frequency, are you talking ad unit frequency, angle/feature frequency, or brand frequency?
Liam MacCormack replied to a comment
3w
Evan Hughes I've used https://opteo.com/ for a couple years now. Track budget pacing, get notifs in Slack when it's too high/too low, set it to pause campaigns if too high, get notified if things are offline/unexpected results etc.
https://opteo.com/earlyaccess/
^they have a version with LI, Meta, Reddit ads now even though their website just says Google Ads. I manage all budget through it.
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Liam MacCormack liked thisLiam MacCormack liked thisMy self worth was so tied to my job that I got a tattoo of the company I worked for. The only positive thing about it: I was able to expense it. Throughout my career I thought working 7 days a week was normal. That's what I saw from all those twitter bros. It was necessary if you wanted to progress. And the career was the only thing worth focusing on. Not happiness, not freedom, not personal life. The first thing I did in the morning and the last thing I did at night was check Slack. Until I physically couldn't anymore. For maybe 20% more salary than I could have made elsewhere. And that 20% was somehow more important than my life. What changed? I wish there was a better story, like Gandhi appearing in my dream telling me to stop. There isn't. It was gradual. For the first time, I was working with people who worked even more than I did, whose self worth was even more connected to their work than mine. And for the first time, I could see how it looked from the outside. It wasn't bad, it wasn't scary. It was just sad. Extremely sad. A life I genuinely wouldn't wish on my worst enemy. Then therapy. Then more therapy. Because even then, quitting felt impossible. Until it didn't. I started to see what was important in my life, and what wasn't. And if becoming a C-level meant that this life would be my life, I didn't want the promotion. I didn't care about titles anymore. At that point, the only thing keeping me there was money. Then I did the math. The 20% premium wasn't buying me a better life. It was costing me a better life. With this realization, quitting no longer felt impossible. Freedom, it turns out, was one resignation away.
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Liam MacCormack reacted on thisLiam MacCormack reacted on this🏆 Announcing the Q2 Top Revenue Driver After careful analysis, we are pleased to present this quarter's award to the Google Ad clicked on October 14th at 11:23 am. The Ad will receive full credit for the $340,000 deal that closed December 8th. The following have been recognized as non-contributing factors: 𐄂 11 months of blog content consumed before anyone knew the buyer existed. 𐄂 3 webinars attended by different members of the buying committee. 𐄂 A case study that circulated internally for six weeks. 𐄂 The pricing page that was visited 14 times. Six additional members of the buying committee have also been recognized as non-contributing factors. Their involvement has been noted and will not be credited. The Google Ad has been scaled accordingly and the webinar budget is currently under review. We anticipate pipeline will reflect these optimizations within 90 days. In the meantime, we are pleased to report that our cost per click has increased 34% and our click to form conversion is sitting at 0.4%. We remain confident this is a targeting issue and have briefed the agency accordingly. The agency has recommended a revised creative strategy and an expanded keyword list, both of which have been approved. We look forward to presenting the same award next quarter.
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Liam MacCormack liked thisLiam MacCormack liked thisWhat people think holds them back: -Not reading enough books -Not having an accountability partner -Not enough discipline -Not being P&L fluent -Not enough funding -Not using AI well enough -Not having enough “connections” or network What actually holds people back: -Self-doubt -Anxiety -Negative self-talk -Limiting Beliefs -Limiting Views of Self (Identity) -Lack of clarity -Overthinking -Poor Emotional Regulation -Inconsistent follow-through -Worrying about what other people think Once you recognize this truth, everything changes. You stop blaming your circumstances and start focusing all the attention inward on yourself. You shift from being a victim of your circumstances to being the creator of your life. You realize that your potential is actually limitless. INFINITE. And the only thing holding you back is you. This is true ownership. True empowerment. This shift (from outside-in to inside-out) is when life truly begins to upgrade and expand. #life #growth #frequency p.s. I know a few trolls are going to drop in here and say, “Easy for you to say, Chris, you’re rich!” And that belief will simply keep them stuck in their victim state of life. Every single person is welcome to believe whatever they want about everything, and that is amazing that we all get that choice as humans! I’m simply inviting you to consider a new possibility. Do with it what you wish 🙏
Experience & Education
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Corrective Growth
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Volunteer Experience
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Council Member, Ventures Innovation Council
Society for Manitobans with Disabilities
- 1 year 11 months
The Ventures Innovation Council (VIC) was founded to help generate new philanthropic and business-focused ideas to support the Society for Manitobans with Disabilities. The SMD is a family of organizations that are working together to improve the lives of persons with disabilities in Manitoba and with the help of VIC the organization will cement itself as a forward-thinking and innovative thought leader in the charitable and non-profit space for years to come.
Honors & Awards
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TechFutures Program Recipient
Government of Manitoba
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