Ben Billups — Founder, Breaker
Published:
A great example is an agency we worked with that currently has about ~80,000 subscribers (ecommerce niche). They initially invested in growth, then quit growth but kept sending their newsletter, and later closed 9 six-figure deals from subscribers that joined 10 months prior. I asked the owner if they had changed their offer or their content, and to my surprise, the answer was ‘no.'
What does Ben Billups say on The Agile Brand podcast?
Ben Billups, Founder, Breaker, says: Ben Billups, founder of Breaker, argues that the AI-driven panic about readers distrusting AI-written B2B email misses the real problem: relevance. He advises marketers to prioritize audience definition and targeting, measure leading vs. lagging indicators sensibly, compute cost-per-qualified and cost-per-engaged leads, and be patient with newsletter programs because purchase intent often emerges many months after initial contact.
From: The Agile Brand podcast
Cite as: Ben Billups. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/ben-billups-a-great-example-is-an-agency-we-worked-with-that-currently-h