In this episode, Tom Happe, founder of TrueLeads, joins host Martin from Lead Forensics to share what fifteen years in cybersecurity sales and building a business from scratch during lockdown taught him about what actually moves the needle in B2B pipeline generation.
From individual contributor to VP of Sales, and now running his own consultancy helping tech teams build consistent, conversation-led pipeline, Tom has lived through every phase of the sales journey. He shares why targeting the right people matters more than any technique you’ll ever learn, how a simple LinkedIn campaign opened doors at Heineken and ABN AMRO without a single hard sell, and why the reps quietly winning right now don’t look like they’re doing much at all.
We also get into why AI-generated LinkedIn comments are doing more damage than good, the fine line between being human and being ineffective, and why the best deals Tom ever closed started with nothing more than patience and an early funnel conversation nobody else bothered to follow up on.
If you’re an SDR finding your feet, a sales leader trying to protect your team from vanity metrics, or anyone who wants to generate the right pipeline rather than just more of it, this episode is full of hard-won lessons you can start applying immediately.
