How a founder-led LinkedIn system turned complex product expertise into a clear narrative buyers could understand, remember and act on.
18Qualified demos booked90 days
IndustryB2B workflow software
Target audienceOperations leaders at 50–500 person service companies
Primary platformsLinkedIn
Project duration90 days
THE CHALLENGE
A strong offer with no reliable path to conversations.
Product-led posts were too technical for economic buyers
The founder’s profile described features, not business value
Content attracted peers rather than decision-makers
No clear bridge existed from post engagement to a sales conversation
“The product solved an expensive operational problem, but the founder’s content made it look like another software tool. Buyers could not quickly connect the capability to a priority they owned.”
THE SOLUTION
A complete system built around the buyer.
01
WEEKS 1–2
Buyer-language reset
Reframed the company around costly workflow gaps rather than product features.
Buyer interviews and objection mapping
New founder headline and About narrative
Three decision-stage message pillars
Proof library built from customer calls
02
WEEKS 3–6
Founder content engine
Built a weekly publishing rhythm that made the founder’s expertise commercially relevant.
Two authority posts per week
One founder-story post per week
Problem-led carousels
Comment and conversation prompts
03
WEEKS 7–10
Conversion pathway
Connected high-intent engagement to helpful, contextual outreach.
Intent-based engagement tracking
Warm DM conversation map
Audit-led demo offer
Sales handoff notes
04
WEEKS 11–13
Optimisation
Used buyer response to sharpen topics, hooks and conversion cues.
18Qualified demos booked4.6×Profile-view growth41%More ICP engagement7Sales opportunities created
The strongest outcome was not simply higher reach. The founder began attracting operations buyers who already understood the business problem before entering a demo.