Claudiu Jojatu | Milk & Cookies Studio

If you look at my background, it seems like a random combination. I am a co-founder, strategy consultant, radio host, and race car driver.

But it is not random. All of it points to the same obsession: I focus on how to turn attention and trust into real business growth for B2B tech companies.

Today, I am the co-founder and strategy lead at Milk & Cookies Studio. We are a B2B marketing agency focused on full-funnel growth for SaaS and tech companies. My work is simple: I build systems you can actually map, test, and scale across lead generation, demand generation, and sales funnels.

How I Ended Up Building Growth Systems

I did not start in agencies. In 2013, I led the sales department for a large online media company. This gave me a clear view of how brands waste money when they confuse visibility with real results.

I walked away from that job to start my own agency, which eventually became Milk & Cookies Studio in 2017. For the next decade, my team and I worked with over 100 clients, including brands like SAP, Veridion, and Avira.

Those projects pushed me deep into B2B tech, especially SaaS. That is where I found the real challenge: complex buying committees, long sales cycles, and founders who had strong products but weak marketing systems.

From “Random Campaigns” to #NoBS Strategies

A big part of my work is helping companies move from disconnected tactics to a predictable operating system for growth. I call this the B2B full-funnel and content marketing protocol. It is a repeatable way to execute and scale marketing.

Practically, this looks like a clear procedure:

  • Start with the numbers. Define business goals, revenue targets, and the sales process.
  • Build a real ICP. Use customer intelligence to define your ideal customer profile, not founder intuition.
  • Map the content lifecycle. Design content that covers who you are, how to use your product, and why someone should choose you.
  • Design funnels for every stage. Create systems for exposure, consideration, conversion, retention, and referrals.

I treat content as an asset, not just decoration. Marketers are responsible for results: leads, sales opportunities, and revenue. Anything else is just “pretty art.”

That is why measurement is mandatory. I care about analytics stacks as much as messaging. We use Google Analytics for traffic, Mixpanel or Amplitude for product behavior, and tight event tracking to see which content drives sales.

Ethical Lead Generation is the Only Way

I have no patience for spammy outreach or “spray and pray” tactics. For me, lead generation starts with credibility, not volume.

I define B2B lead generation as the process of identifying, engaging, and creating enough value that your ideal customer decides to buy. Lists and followers mean nothing if people do not trust you.

My playbook focuses on simple rules:

  • Establish trust. Be transparent about what you offer and what you cannot do.
  • Prove expertise. Use thought leadership that solves problems, not self-congratulating posts.
  • Be human. Show you are a responsive and reliable company to work with.

This leads to a specific way of doing outbound. I focus on “ethical cold outreach”: small, well-researched lists, high personalization, and a strong bias for starting conversations. I recommend 10 to 15 meaningful touchpoints before you think about making an offer, especially for C-level roles.

Social Selling as a Serious Growth Channel

I have spent years turning LinkedIn into a reliable sales and demand channel for B2B tech. Milk & Cookies runs full social selling programs on the same principles: niche positioning, clear ICPs, authority content, and outbound that does not look like it was written by a bot.

I treat the LinkedIn profile as a landing page. In under 30 seconds, a visitor should understand what you sell and why you are credible. From there, everything connects into a system:

  • Carefully built lists of potential customers and industry leaders.
  • Social listening to pull pain points straight from the market.
  • Content based on those real pain points.
  • DMs and comments that feel like a human reaching out.

The goal is simple: start more real conversations, not brag about connection counts.

Against AI Slop and Lazy Marketing

One theme across my work is a low tolerance for that type of lazy marketing. This includes “fast-food marketing and AI slop”: content produced in bulk, with no point of view, no strategy, and no connection to revenue.

My response is not to reject new tools. It is to raise the bar on human strategy. The work starts with frameworks:

  • Growth loops instead of one-off campaigns.
  • Topical authority instead of random keywords.
  • ICP-driven homepages that speak to desire and belief.

The focus is on craft: better headlines, better funnel architecture, better offers, and content people would read even if it did not rank on Google. The tech stack is there to support that strategy, not replace it.

Builder But Also Consultant

On paper, I am a co-founder and strategist. In practice, I like to build. The full-funnel protocol I documented is the same set of processes we use with Milk & Cookies clients.

I also teach outside the agency world. I focus on giving founders in Central and Eastern Europe practical ways to grow without hurting their reputation: ethical lead gen, honest outreach, and smarter use of social channels.

I spend most of my time trying to make marketing less chaotic and more honest.

The Person Behind the Systems

All of this analysis comes from someone who also hosts radio shows and drives race cars. That mix explains my style: sharp, direct, a bit irreverent, and allergic to fake confidence with no numbers behind it.

I am comfortable saying “I do not know” when the data is not there. I am equally comfortable telling a founder their expectations are not realistic. The filter is simple: Will this help you grow in a sustainable way, or just make a dashboard look good for a quarter?

Founders and marketing leaders come to me when they are tired of random tactics. They want a system: full-funnel strategy, demand generation plans, and lead generation that takes credibility and ethics seriously.

If you want someone to tell you a quick trick will fix your pipeline, I am not your guy. If you want someone to sit with your numbers and build a machine that earns attention and trust over time, that is exactly my zone.

#WITHLOVE,

Claudiu Jojatu, Co-founder at Milk & Cookies Studio