Evan Patterson 💅🏻

Hire Me & Win In The Attention Economy💥 I Help Founders & Startups Grow Audiences 🔥 Ghostwriting • Personal Branding • Social Selling • Community Marketing • Content Strategy • B2B Influencers • Affiliate Programs

👋🏻 You should really click the "...see more" button over there. 👉🏻

😉

I’m Evan Patterson.

Fractional CMO. Personal CMO.
LGBTQ+. AuDHD. Two cats who have main-character energy and paperwork opinions.
Metro Detroit-raised, Chicago-thriving, seeking a EU-husband for dual citizenship (kind of not joking...)

A small but vocal group of humans — plus my mother — call me the Joan Rivers of Marketing. I didn’t ask for that title, but I also didn’t give it back.

My work focuses on helping founders, CEOs, and operators stop sounding like they were assembled by committee. When people understand you quickly, everything gets easier: sales, hiring, partnerships, even that awkward moment when someone pretends they’ve heard of your company before.

My entire approach runs on feral specificity.
Egregiously unique. Audaciously effective.
Ideas with teeth. Narratives with posture. Writing that doesn’t need a spotlight to command attention.

I work in two lanes.

Evan Patterson Consulting
The Fractional CMO lane.

This is where companies finally get a marketing function that isn’t held together by vibes, hope, and a Google Doc last updated during the pandemic. I rebuild the structure, the sequencing, and the decisions that keep revenue steady instead of seasonal.

The second lane
The executive identity work.

Voice extraction. Narrative architecture. Brand presence that doesn’t wobble when the market does. There’s more coming in this lane; something I’m building quietly; and it’s shaping the way I help leaders show up with clarity and actual gravitational pull.

I build systems with staying power.
I build brands people remember without squinting.
I build marketing that earns attention because it deserves attention.

People who work well with me tend to appreciate speed, accuracy, and a sense of humor about the chaos they built before I arrived. People who want a polite museum tour of marketing usually exit early.

My goal is consistent: make you unmistakable.

Fractional Content & Community Marketing Leader

Ditch the gift cards, scrap the underutilized benefits package, and focus on the individuals in your organization instead.

Companies looking to improve performance and retention should care about helping people get further faster towards what matters most in their life. We make this easy with tools to create personalized incentives, meaningful recognition & self-defined benefits that help their people unlock "sacred funds" towards their personal life goals.

Employee Motivation Simplified.

Evan Patterson

You wouldn't put your job title as your race because that would be racist. So why are you putting it as your "pronouns"?

Your pronouns aren't Web Performance Expert.

In a world where LGBTQ+ folks are literally murdered for existing, and pronouns are not just a part of gender identity expression, they're part of almost every single language that has ever existed, using that that field as advertising space is queerphobic and transphobic: full stop.

It's no different than if you put "Web Performance Expert" as your race: that would be racist.

Your pronouns have to actually be PRONOUNS.

Marketing for Fractional Execs & Founder-led Companies | Fractional CMO for Founder-led Startups | Personal CMO for the Self-Employed | “He’s the Joan Rivers of Marketing” - my ex boss

I can proofread a post 100 times, get great engagement, tons of leads, and then I found out I spelled "know" as "knwow" ...

.... I'm an expert. I promise.

Guess who spent 10 minutes looking for their headphones? And guess what has been on my head for the entirety of those 10 minutes?

I promise I’m good at what I am paid to do. 

P.S. I’m not paid to find my headphones.

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Founder-led companies and fractional executives know they need marketing, but don't have the time. HERE'S HOW THE TOP 1% of them fix this issue to make mega bucks:

They know they're hired to solve real problems like revenue, operations, strategy, and transformation.

It's not their job to stare at a blinking cursor wondering what your “content angle” is this week.

So marketing becomes conditional.

You post when you can, disappear when you’re busy, panic when pipeline dips, and reappear with urgency.

That faucet pattern trains the market to see you as intermittent even when your work is elite.

The problem is bandwidth.

If your delivery operates at a premium level but your marketing runs on leftover time, the market prices you at your clarity, not your competence.

The fix is not “try harder," it’s infrastructure.

Positioning that holds, messaging that stays stable, content that compounds, and most importantly: signal that keeps running while you’re deep in client work.

You need marketing that matches your level without draining your brain.

If you’re tired of rebuilding your signal every time you get busy, it's time you get yourself a Fractional or Personal CMO.

A lot of people call activity “strategy.”

Posting more.
Launching faster.
Adding channels.
Buying tools.

That’s not strategy. That’s motion.

Strategy is choosing what not to do.
What you will ignore.
What you will say no to even when it looks shiny.

Most teams don’t lack ideas.
They lack the discipline to choose one direction and live with it long enough for it to work.

“He’s the Joan Rivers of Marketing” - Someone Online ✨ Fractional CMO for Companies 😎 Personal CMO for the Ambitious🏆 Egregiously Unique, Audaciously Effective, Feral Specificity

Your brand should feel inevitable.

Not trendy.
Not clever.
Not loud.

Inevitable.

Like it couldn’t have been anything else.
Like it makes sense the moment someone encounters it.

That feeling doesn’t come from aesthetics.
It comes from alignment, restraint, and knowing exactly who you are building for.

Matt Swain

LinkedIn for Founders & Execs

I’ve built my career as a creator, thought-leader, author and entrepreneur who helps executives and founders evolve their online presence into genuine influence. I’ve had the privilege of working with global icons such as Wim Hof, Steven Bartlett and Arthur Brooks, and collaborated directly with LinkedIn to shape the conversation around digital content, executive-led brands and how social influence can drive commercial growth.

At the start of 2024, I founded Triangle Branding, an exclusive B2B thought leadership agency built for category-leading founders and CEOs who want to turn their ideas into influence. We help them build human-led digital reputations by using their own personal voice to drive commercial impact through LinkedIn-first content, strategic storytelling and demand-generation systems. 

Over the last 18 months, we’ve helped clients raise over $100M, land deals with companies such as Sony, Nvidia and Virgin, had 100 million eyeballs on clients’ content and generate meaningful inbound opportunities by building executive-led brands that people trust.

--

We've generated 1,000,000+ views in the first 6 months with four C-Suite Execs at a 150M ARR leading B2B SaaS platform. 

We've generated 5,000,000 impressions and 40,000 engagements on a leading Harvard professor - with them becoming a LinkedIn Top Voice.

We've helped an energy leader book qualified conversations with SVP's at Walgreens, Starbucks, Mars, GSK and Lidl. 

We've helped agency owners generate organic engagement & MQLs from leaders at THG, Uber, Heineken, Estée Lauder, Samsung, Lavazza, L'Oréal, Tony's Chocolonely and more. 


www.triangle-branding.com

Founder of SOCIAL CLUB

Founder and Manager of SOCIAL CLUB - an exclusive social media community where members manage over 328 million followers. 

If you're an influencer or brand who wants to connect please get in touch. 
If you're interested in investing/sponsoring/collaborating please email on matt@mattswain.co.uk

I was invited by LinkedIn to attend B2Believe, and the message was clear:

B2B is shifting faster than most teams realise. Creativity, buyer confidence, and human connection are becoming the new growth levers.

Here are my 7 core takeaways (share & save this!) 

1. Creativity is becoming the language of B2B

Creative that grabs and holds attention multiplies leads by 3x. But while 92% say consistent creative matters – only 12% deliver it. 

49% B2B decision-makers say they’re more likely to explore a company if its advertising is creative

40% B2B decision-makers say they’d be more likely to consider a purchase if the ad is seen as “creative”


2. Millennials + Gen Z now make up 71% of B2B buyers 

You need to engage them differently – they respond to: Cultural references; human stories; faces, not logos. 

87% of B2B buyers now prefer content from trusted industry influencers over brand-authored content.


3. Buyability: the new model for growth

B2B buying is slow because buyers don’t feel safe with 64% of marketers saying decisions now take longer. 

The top job-to-be-done is: “Can I defend this decision if it goes wrong?”

Buyers don’t need more information — they need more confidence.


4. Your network is a marketing asset — not a distribution channel

When employees from your target accounts follow your company, you generate 2.4x more leads.

And when senior decision-makers at those target accounts are connected to your employees, that jumps to 2.2x more leads.

You are more than 20x more likely to be bought when everyone in the Buyer Group knows you on Day One. Build brand, trust & authority with the right people. 


5. Video is non-negotiable

Jonathon Palmer said it well: Sound, movement, and visual cues trigger far stronger memory formation than static content ever can.

It generates 1.4x more engagement, meaning more people stop, watch, and interact.

And most importantly: viewers retain 95% of the message when it’s delivered via video.

+20% more leads are driven with video

Attention is scarce and recall is even scarcer. Video gives you the highest chance of being remembered — and being acted on.


6. Employee content > corporate content

B2B is shifting from logos to faces; from corporate statements to human voices.

Even when only 3% of employees post regularly, companies drive 20% more leads.

So bring your team to the forefront. 


7. Brand and demand are no longer separate

Everything now all comes down to trust, Tunji Akintokun put it: “In B2B, trust is the ultimate growth metric that closes deals.”

The era of “brand OR performance” is finished. Full-funnel integration is now a growth multiplier with always-on brand activity showing +10% conversion lift. 


In summary: 

The brands that win in 2025 won’t be the ones who look good in reports — they’ll be the ones who move buyer groups to act.

In partnership with LinkedIn for Marketing #Ad

The data shows it: The creator economy is becoming the new Hollywood. 

Individuals are becoming content power-houses commanding attention & cultural relevance that now rivals traditional media. What was once reserved for studios with large-scale productions and billion-dollar balance sheets is available for everyone. 

Media influence is moving from institutions to individuals who understand attention and audience trust – and the gap between “creator” and “studio” is disappearing.

January has been a busy start to 2026 for Triangle: 

– Over the past month, our partnership content with LinkedIn reached 1,000,000 people – including my takeaways from B2Believe and a conversation with Jae Oh, Head of Ads at LinkedIn.

– We signed 4 new clients – from health-tech, digital printing, CTO advisor with 30+ years of experience in tech and procurement AI company – all with the same underlying goal: using LinkedIn to open senior-level buyer conversations.

– Yesterday, I spent the afternoon with Andrew Monu at LinkedIn HQ, sharing more about the work we’re doing to build thought leadership in complex industries. 

– We expanded the team – bringing on an incredible LinkedIn copyeditor, executive advisor with 30+ years of experience running marketing agencies, and have x2 Content Manager roles we’re interviewing for. 

– Finishing the month with record-breaking revenue – a sign we’re moving in the right direction! 

– Our New York presence continues to grow – with 2 new clients based there kicking off this month and an in-person trip planned to spend time with clients and partners.

– A few client wins worth calling out: One of our Harvard professor clients generated 723,280 views; I caught up with a client this week who said he had $500k in new pipeline from our work – testament to our LinkedIn ecosystem approach. 

None of this came easily.

January was long days, five-hour stretches of back-to-back calls, thousands of Slack messages, kick-offs, iterations, and decisions. But ending the first month of the year on a high!

Mid-2025 life at Triangle was busy – we were scaling fast, and we needed a reliable operator to ensure we could continue growing while maintaining our exceptionally high-standard of delivery. Jonida was the first person I messaged. We spoke over several months, defining her role, planning where Triangle was heading, and in October, she joined the team as Head of Operations. 

Since Jonida's joined, so much has happened – February is on track to be a record-breaking month, our US business is growing quickly and we’re hiring for 2 Content Managers this month too! Excited to see what the rest of 2026 has in store…

Head of Operations @ Triangle | 10+ Years in Marketing & Client Delivery | Turning Strategy into High Performing Execution

I joined LinkedIn in 2016, and for almost a decade, I never posted a single thing.

Not because I had nothing to say, but because I was busy building a career the long way round - learning on the job, taking on responsibility early, delivering real work for real clients, and figuring out what kind of marketer, operator, and leader I actually wanted to become.

My journey hasn’t been linear - certainly bumpy at times, but it has made me far more resilient than I ever imagined and I’m grateful for all the opportunities and people that have come my way. 

2018 — Began a Biology degree on a scholarship, fully expecting to go into medicine. But every part-time job became a freelance client, and without realising, I was carving out a path in marketing.

2021 — Joined Great Influence, My first real taste of thought leadership and LinkedIn at scale. I worked with brilliant clients, incredible teams, and even ended up at Steven Bartlett’s dining table - where I met someone (Hint - Matt Swain) who would later become my boss, though I had no idea at the time.

2022 — Met Zoe Blaskey from the Motherkind Podcast. She was one of the most empowering people I’ve worked with, and I learnt so much from her. Together, we grew the community to 100k+, pushed the podcast to 6M downloads, launched a Sunday Times bestseller, secured major partnerships and created content that reached millions.

Also in 2022, I finally completed my Biology degree from The University of Sheffield with a 2:1. I worked up to three jobs at once, wanted to quit my degree more times than I’d admit - but made it. First in my family to graduate.

2023 — Went fully freelance. Worked with businesses across podcasting, property, FMCG, healthcare and retail. Spent three months travelling around Europe, using half my savings, and had SO much fun. 

2024 — Joined Unit Digital in Sheffield as a Senior Account Manager and Brand Strategist. Worked with clients like Curaleaf International and rediscovered how much I love brand strategy, delivery and making creative work actually happen.

2025 — Reconnected with Matt Swain, the same person I’d met years earlier around that dining table. He mentioned he was looking for a Head of Delivery at Triangle. It felt like the role my entire, unconventional journey had been preparing me for. I interviewed, joined in October, and haven’t looked back since.

The biggest lesson so far?

Showing up with kindness, being someone people enjoy working with, and doing good work even when no one’s looking always pays off. But the biggest growth comes from saying yes before you feel fully ready.

Here’s to finally posting, almost ten years later. More to come!

Over the weekend, I watched an interesting TikTok that explained how red carpets are now full of influencers instead of experienced reporters. These influencers' sole intention is to fish for viral moments – anything that might spike views on Instagram – with zero expectation that they’ve engaged in the film, researched or prepared compelling questions. What’s more, the people in charge are perfectly happy with this setup – as long as the short-form clips generate superficial numbers. 

We’re prioritizing attention over trust.  
We’re overly rewarding views. 

But why? 

Podcasts are the same – instead of being built around thoughtful, critical conversations – where you pressure-test ideas and interrogate evidence – shows are increasingly engineered backwards from viral moments on Instagram and TikTok. Resulting in soundbites that lack evidence, and contain deliberately polarizing takes to spark a reaction. 

I see leaders and well-known entrepreneurs on LinkedIn play the same game – optimizing for clicks, feel-good content and mass engagement. Taking their impressive multi-decade career and compressing it into recycled frameworks and carousel templates that “perform well.”  At Triangle, we do the opposite. Our focus is on turning leaders into subject matter experts with the intention to build long-term authority with the people who buy, hire, invest, or partner. Because, in a world of people high-jacking your attention and surface-level commentary – depth, context & detail are now the way to stand out. And our data shows this leads to significantly better commercial outcomes. 

We’ve lost sight of the point of content. We’ve blurred the lines between being visible and being credible. As a culture, we’ve become so blinded by attention that we’ve lost sight of our true goals. 

What's your take?

New York is booked 🇺🇸

Feb 28 – March 4.

As Triangle continues to grow in the US – I’m spending more time out meeting clients, running mini content shoots, and lots of coffees with CEO’s who want to communicate their mission & story with the world in a way that generates demand! 

Here’s what’s on the agenda: 

– visiting LinkedIn HQ 

– in-person shoot with a healthtech client that's reshaping access to care in America 

– and in a series of conversations with teams selling into US enterprise buyers

Between those, I'm carving out time for a handful of informal conversations.

If you're in NYC and building something ambitious – founder, exec, creator, leader – reach out. I'll share what we're learning from working with 30+ clients: what's driving their pipeline and what's cutting through on LinkedIn right now.

If you're around, let’s meet! Drop me a message or email matt@mattswain.com

I still remember landing in New York for the first time – I was 18, just nine months into my corporate career. I remember sitting in the back of an oversized black Chrysler, crossing the bridge into Manhattan, seeing the skyline upclose for the first time. I spent a month there, working with a FTSE-listed financial software client that had 20 trillion dollars passing through their system every year. The city’s ambition, pace, buzz and excitement has stayed with me – I’ve wanted to go back ever since.

With demand for our work in the U.S. increasing, New York has become a core focus of our growth plans for 2026. We've just added two new clients there, including a Series B healthtech company selling $1–4m contracts into enterprise.

Because we treat our clients as long-term partnerships, we're investing in flying out every other month for coffees, meetings, and in-person shoots. It will be good to be back in New York (Feb 28 – March 4). If you're a CEO or VP of Marketing at a Series A or B company, feel free to message me and we can grab a coffee.

If I’m honest, the moments people admire most didn’t move Triangle forward. 

Visits to LinkedIn HQ, getting interviewed, flying to New York, speaking on stages, are all a lot of fun & experiences I’m grateful for. 

But it’s the 12-hour days, focused preparation, doing the boring reps over & over – that drive revenue and client results & retention. 

Being around CEOs & founders who are building serious businesses, raising huge rounds, pushing their industries forward made something very clear: none of it's accidental. My clients, even while traveling, are always non-stop at their laptops, focused on the details – doing the unsexy work.

It's the same culture that we're deliberately building at Triangle. 

We do the unscalable. Obsess over boring details, run extra rounds of edits, do manual list building and dedicate hours of research before a single post goes live.

It's not as glamorous as the LinkedIn content world might suggest. But it's what drives exceptional client results – and that’s what matters to us. 

If I could go back to my younger self, I'd say to him: the events, big picture things, exciting moments – won't create growth.

What will though – is learning to fall in love with the unglamorous work. And an obsessive focus on creating more value.

A thought about AI & talent:

The conversation around AI and automation often assumes a blanket condition that all people are the same. In reality, the top 10% performers in every industry operate in a different tier and should never worry about finding a role. 

The world will continue to automate away the average. But businesses will continue to pay a high premium to work with the very best talent. In an AI world, A-players will become increasingly in-demand and sought-after as they become highly leveraged by AI.

Meaning if you’re an A-player who deeply thinks about their work, uses “human compute,” and operates as a critical and strategic thinker, you’ll have greater opportunities in your working life over the next 10 years - not less. Because winners want to work with other winners and understand the energetic connection and momentum that comes from working alongside exceptional people.

Most founders and leaders responsible for driving sales are sitting on months of LinkedIn content.

They don’t use it because they don’t see it as content.

Sales calls are where you hear:
– What buyers push back on
– What reassures them
– What convinces them to move forward with the deal

It’s the raw material your buyers already trust.

Talking with founders and sales teams, I've heard the same thing repeatedly:
Posting on LinkedIn feels like extra work. Another task on top of prospecting, closing deals, managing the team. So it stays at the bottom of the list.

That’s the problem this workshop is designed to remove.

I'm partnering with Stan & Stanley (#ad) to show you how to turn a single sales call into multiple LinkedIn posts that support pipeline – without creating anything new.

It will include a live demo showing how one call becomes five original posts in minutes.

You'll leave with a simple, repeatable system you can use immediately. 

Details and signup are in the link: https://lnkd.in/eutUAsDb

People ask me what makes Triangle different from other LinkedIn agencies.

The honest answer: it wasn't built inside marketing.

It's the result of spending years operating within three very different environments.

KPMG 
Five years working with senior leaders on finance projects for FTSE-listed and SMB clients. Started at 18 as the youngest employee on their Sponsored Degree Programme. The environment was demanding, intense at times, but it taught me what actually drives business: commercial outcomes, measurable results, and the white-glove service required when working with global-leading organizations.

Steven Bartlett's team 
Six months on his personal team showed me the other side of the equation: the power of influence and the mechanics of personal branding. I saw firsthand how articulating your thoughts in a compelling way creates opportunities & impact that traditional business development never could. 

$40M tech startup 
After that, I spent nine months as a strategic consultant for a $40M creator-tech startup. I was immersed in the creator economy, living the startup pace and testing fast. Understanding what working with busy CEOs looks like, what they care about and how they operate. 

What we built at Triangle is the overlap of those three environments.

We bring KPMG's commercial rigour – understanding that ROI matters more than vanity metrics. We apply the social media and personal branding strategies I absorbed working with Steven – knowing exactly how influence is built, scaled, and monetized. And we operate with a startup mindset – we understand the pressures CEOs face, and we move at the pace they need.

That's why Triangle doesn't just help leaders build authority on LinkedIn – we help them drive commercial outcomes. Our clients have generated over $100M worth of pipeline, landed deals with Sony, Nvidia, and Virgin, and turned LinkedIn into a legitimate growth channel.

That's what happens when you blend three worlds into one ecosystem.

–

If you’re thinking about LinkedIn through a commercial lens, happy to share what’s working. Email matt@mattswain.com or schedule a call.

Selling into complex B2B Industries requires a completely different approach on LinkedIn.

At Triangle, we typically spend 15+ hours on research before writing a single post.

Step 1: We study your customers 

We go into LinkedIn and pull up 20-30 profiles of your ideal buyers.

We analyze patterns across:
- What posts are they engaging with right now?
- What topics are they commenting on?
- What language are they using when they discuss industry challenges?
- Which thought leaders are they following?

If your buyers are CROs or Heads of Strategy inside growth-stage companies, the nuance matters. Are they focused on regulatory risk? AI adoption? Margin pressure? Procurement scrutiny?

That context determines what earns attention – and what creates instant skepticism.

Step 2: We reverse-engineer your sales process

We listen to your recent sales calls.
We review your sales decks.
We talk to your sales team.

Why? Because your strongest content already exists – it's just trapped in private internal conversations.

The objections you handle on calls, the moments where prospects lean in, the explanations that unblock deals – that's content.

We translate what already works one-to-one into one-to-many positioning.

Step 3: We map the competitive landscape

We analyze:
- What are competitors talking about?
- What are the biggest voices in your industry saying?
- Where's the white space opportunity?

Most companies create content in a vacuum. They talk about their features, their team, their milestones – without considering what's already saturating the market.

We identify the gaps where a credible, experience-led point of view can stand out.

Step 4: We anchor everything to your differentiation

After we've done all that research, we sit down for a strategic Deep Dive interview.

We ask:
- What you believe that others don't
- The trade-offs you've made
- The experiences that shaped your judgment

That differentiation is what pulls you out of comparison mode and into category leadership.

In long-sales-cycle, high-ACV deals, buyers aren't choosing based on features. They're choosing based on judgment, conviction, and evidence that you understand how they operate.

That's why we spend time listening to your podcasts, watching your talks, reviewing sales calls, and getting genuinely immersed.

The result: A commercial growth strategy that drives growth, not a content calendar.

Building Triangle in public – our actual January pipeline data: 

– 13 qualified calls 
– 31% close rate 
– 30% inbound from content 

Some insights: 

1. We’re seeing the strongest resonance from companies in AI infra, healthtech, procurement, and other complex B2B environments. These teams understand the value of external, objective support to translate their story, ideas, technical products, and internal thinking into clear, credible thought leadership that builds trust at scale. Tapping into our 4+ years of experience & expertise as well as data from 100M+ impressions on LinkedIn in 2025. 

2. Our numbers are living proof of what we sell. My content, alongside our warm outbound process, book sales conversations – it’s the same process we use for clients, so we know it works! 

3. Some of the deals in our pipeline were conversations that actually started 3 months ago. Some January conversations will close later this year. That’s expected. In complex B2B, sales is about timing, trust, and adding value. During our sales process, we focus on consulting and showcasing how we can help because we play the long game.

4. The consistent pattern we see (for us and for clients): fewer meetings, higher-quality conversations. Because of the content & brand-building efforts, calls come in excited to chat, pre-qualified and invested, knowing what we have already done for others. Our clients hear it all the time on their calls: “I’ve been following your posts and really resonate – excited to chat today.”

We’re experimenting with sharing more of the commercial side of how Triangle operates. So if there’s a specific metric or pattern you’d like us to unpack next, comment below/let me know!

For the first time, a bi-partisan bill is recognizing creators as workers, small business owners who are “building the culture and economy we rely on” – not just 'creating content.'

What Khanna’s doing isn’t just “protecting creators.” It’s the government publicly admitting that creators are no longer a side-hustle category – they’re a meaningful economic contributor and an increasingly important source of information. Especially given that more than 10 million Americans now identify as creators.

The creator economy is growing up — and institutions are starting to catch up!

Last month, we signed a new Series B healthtech client.

The conversation started in September, then went completely quiet.

Which, at this level, usually doesn't mean "no" – it just means "not right now". 

They're a Series B healthtech company that raised a significant round, and are selling into enterprise with $1–4m ACVs.

We re-engaged in early January, sharing about our LinkedIn Ecosystem approach that turns LinkedIn into a true growth channel. And shared some of our recent case studies. 

That immediately reopened the door. 

The initial conversations were with their VP of Marketing. A big priority for them was thought leadership – not as content for content's sake, but as a way to build trust in a long, high-stakes buying journey. To build authority, differentiate, showcase their solution, build touch-points and reduce sales cycle length. From there, I was introduced to the CEO.

The call didn't feel like a sales call at all. 

We spent most of it talking about his background – starting at Goldman Sachs, then moving into entrepreneurship. I shared a bit of my own path from KPMG, to sharing content online, which evolved into building Triangle. 

What became clear very quickly is something we see repeatedly in complex B2B: 

Your story, journey & mission are your strategy.

This is a company operating in a heavily regulated environment, dealing with things like fraud detection, clinical assessments, and AI-driven healthcare infrastructure. They're only aiming to sign three to five deals a year. Their average sales cycle is around 12 months. 

Nobody signs a seven-figure contract based purely on features.

Their buyers care about risk reduction, credibility, intent, and whether they can trust the people behind the company. So the work here is to build trust and reduce perceived risk by opening up the aperture on why the company exists, sharing why healthcare matters to the leadership team, and how products are shaped from real conversations with customers. 

On the final decision call, the VP of Marketing told me:

"Our CEO loved that conversation with you. He learned a lot and really valued your approach."

For us, this is the long game. We're very comfortable investing time upfront, walking founders and exec teams through how we think about brand, content, and trust –  because the execution we deliver is genuinely hard to replicate.

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The Battle

Evan Patterson

Matt Swain

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The Battle

Evan Patterson

Matt Swain

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Evan Patterson's LinkedIn Performance

Performance ScoreMatt Swain's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreEvan Patterson's LinkedIn Performance