In a world where B2B companies still cling to cold calls and conference booths, one founder is quietly rewriting the playbook—and he’s betting on content as the next billion-dollar growth lever.
Eric Lyo, the founder of Virio, is building a powerhouse B2B company not by chasing vanity metrics, but by using high-impact, data-driven storytelling designed to convert. At the core of his strategy? One platform: LinkedIn.
“Most B2B brands are still running old playbooks,” says Eric.
“They’re investing heavily in channels that just don’t deliver ROI anymore. The real opportunity is organic content that speaks directly to decision-makers”
After witnessing countless B2B companies pour time and money into outdated tactics, Eric saw a glaring gap: businesses knew content was the future—but lacked the expertise to build and scale it effectively.
Virio was launched to fill that gap. The company crafts tailored, ROI-focused content strategies using a blend of elite marketing talent and a proprietary tech stack. Unlike most agencies focused on branding or aesthetics, Virio’s North Star is simple: content that drives revenue.
“We’re not here to make things look good—we’re here to make them work,” Eric says.
“Content isn’t just for brand awareness anymore. It’s a growth engine”
For Eric, the greatest arbitrage in B2B right now lies in LinkedIn.
“Every decision-maker is on LinkedIn. But very few companies are using it effectively to generate pipeline,” he notes.
By creating hyper-targeted, high-value content, Virio helps clients reach ideal customer profiles (ICPs) with zero ad spend—just sharp storytelling and strategy. The platform’s high organic reach and low competition make it a hidden gem in B2B marketing, but that window won’t stay open forever.
Before founding Virio, Eric was one of the top League of Legends players in North America. He draws a direct line from esports to entrepreneurship.
“Gaming taught me strategy, discipline, and how to analyze data to gain a competitive edge,” he says.
“It’s no different in business—you’re constantly optimizing to win”
This gaming mindset now powers Virio’s tactical, metrics-driven approach to content. Every post, every campaign, every angle is designed to do one thing: convert attention into action.
Eric believes we’re just scratching the surface of what content can do in B2B.
“Eventually, everyone will catch on,” he says. “But right now, content is still an underpriced growth channel. If you move early, you can build something massive before the rest even show up.”
For Virio, content isn’t a side tactic—it’s the core strategy. And if Eric is right, that approach may just be the next billion-dollar idea in B2B.
