Building Brands for B2B Tech Founders that turn into multi 6-figures in their sales pipeline

$15,400,000 in influenced pipeline for our B2B founders & CEOs.

→ The best product doesn’t always win, visible ones do.
→ Your competitors are building authority while you’re stuck in the shadows.
→ You’re missing 6-7 figures because you’re not top of mind.

We fix that.

Our branding approach turns B2B tech founders and CEOs into industry authorities - amplifying visibility, driving revenue, and shortening sales cycles.

→ Reach your ideal buyers
→ Close deals faster
→ Attract PR & podcasts
→ Find investment deals
→ Boost employer branding

The Results Speak for Themselves:

💰 $320K deal closed 70% faster through LinkedIn content.
💰 $93K in paid ads saved with a single LinkedIn post. 
💰 $1.8M in funding secured after building the founder’s brand.
💰 800+ CTOs reached in a single post, hitting their exact ICP.
💰 $3.2M in pipeline influenced in 2024 alone.

Trusted by Founders & CEOs from:
Metadata, Hootsuite, ClickFunnels, PostPilot, Mighty Networks, Zakeke, and 35+ more.

What they say: 

⭐ “Filipa helped me scale my social presence, structure my posts, and have real industry conversations.”
— Gil Allouche, CEO @ Metadata.io (Inc5000, Series B)

⭐ “Filipa helped me turn my experience running ClickFunnels into content that performs, get on relevant podcasts, and scale my brand.”
— Todd Dickerson, Co-Founder @ ClickFunnels ($100M+ SaaS)

⭐ “People finally see us again. They see my company, they see me. And that’s why suddenly people reach out to us again… which is pretty awesome!”
— Leopold, CEO @ Amsterdam Standard

Filipa Canelas

LinkedIn® content is now being indexed by ChatGPT, Perplexity, and Google AI.
 
𝗕𝗲𝗳𝗼𝗿𝗲: Content lived for 48 hours max 
𝗡𝗼𝘄: LLMs are surfacing your content months after you publish it
 
Here's why this matters:
 
→ 94% of B2B buyers use LLMs while researching vendors (6sense, 2025) 
→ LLM visitors convert 4.4x more than organic search (Semrush, 2025) 
→ Only 3% of buyers self-identify through forms... 97% research anonymously
 
So when your buyers ask ChatGPT to 'compare CRM tools for enterprise' or 'implementation timelines for healthcare tech'... your content might be the answer they see.
 
If you're known for one thing and consistently deliver insights on that topic, LLMs start associating your brand with that expertise.
 
TL;DR
 
Your buyers are forming opinions about you and your company through AI-curated content before they ever visit your website or talk to sales.
 
And your next $100k+ deal might start with an AI conversation you're not part of…
 
Swipe to learn how to make your LinkedIn® content LLM-friendly →

Building & Scaling Brands for B2B SaaS CEOs you follow on LinkedIn® that turn into 7-figures in their pipeline

Get your LinkedIn Content to show up in LLMs

LinkedIn and Edelman just exposed the "hidden buyer" problem that's been killing B2B content strategy.

Here's what the data revealed about hidden buyers:

1/ 71% agree that thought leadership is 𝗺𝗼𝗿𝗲 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝘁𝗵𝗮𝗻 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.

2/ 91% say that quality thought leadership 𝗵𝗲𝗹𝗽𝘀 𝘁𝗵𝗲𝗺 𝘂𝗻𝗰𝗼𝘃𝗲𝗿 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 𝗼𝗿 𝗻𝗲𝗲𝗱𝘀 they hadn’t recognized.

3/ 95% say quality thought leadership makes them 𝗺𝗼𝗿𝗲 𝗿𝗲𝗰𝗲𝗽𝘁𝗶𝘃𝗲 𝘁𝗼 𝗼𝘂𝘁𝗿𝗲𝗮𝗰𝗵.

This means...

Hidden buyers are actively seeking thought leadership but they are not liking your LinkedIn posts.

So if you're just optimizing for visible and measurable KPIs, you're missing a significant percentage of the pie.

Here’s the shift:

- Create content that educates silent evaluators
- Address concerns of budget approvers and compliance teams
- Build trust with the 95% who are not in the market

The loudest audience isn't always the right one 🙈

One-page CEO LinkedIn Playbook for 2026:


This approach turns your B2B SaaS CEO brand into a marketing channel that supports your entire GTM strategy... and drives pipeline.

"I'm sold… but I still need to sell this to my boss." This is where most B2B deals go to die.

Your product might be exactly what they need. But if your champion can't build internal consensus, they won't pick you.

Think about it… 

When your ideal buyer walks into a room with 5 decision-makers, what do they have to work with? 

Can they find content that proves you're credible? Does your brand presence back up what they're pitching?

79% of hidden decision-makers say they're more likely to advocate for vendors who consistently produce quality thought leadership. (Edelman-LinkedIn, 2025)

This has nothing to do with impressions, followers or even brand awareness. You’re giving your champion something to point to when their CFO asks "why this vendor?”

Let’s call it ammunition for the people selling you behind closed doors.

Is it easy to measure? 

No, not really. But your champions can tell you, just ask how they sold you internally.

Can your CEO's LinkedIn post reach 800+ CTOs in a private WhatsApp group?  

(yes, screenshot from a client)

When you create content that resonates with decision-makers, it gets shared in places you'd never reach through traditional marketing:

- Private Slack channels
- WhatsApp groups with hundreds of your ICPs
- Internal company email threads

There's very little chance you'll see this in GA4 or attribution software. It's called dark social for a reason - places where your analytics can't go, but where buyers are making decisions...

Which means the content that reaches those rooms has to earn its way there.

So the bar isn't "post content." 

The bar is content that makes your buyers think - "my team needs to see this." 

When that happens, they'll save your post, forward it and bring it to conversations where deals are influenced.

Your CEO posts about everything… then wonders why they're not getting invited to speak at events where ideal buyers hang out.

Event organizers Google potential speakers, ask ChatGPT, scroll their LinkedIn and ask peers for recommendations..

All in search for one answer: 

"Who should we book to cover this topic?” 

If the answer isn't obvious when they land on your CEO’s profile, they move on.

Check out the screenshot from a CEO we work with who got invited to speak at a major industry event. 

What made it obvious?

→ 1-2 topics. Not 10.
→ 90% of content aligned with their value prop. 
→ Insightful takes and contrarian positions.

When the organizer read the last 5 posts of this CEO, they immediately knew the topic he could speak on. 

A single keynote puts your CEO in front of hundreds or thousands of ideal buyers. Oh, and because they're on stage, the credibility is already baked in.

But you have to work on the brand first.

Kate Sotsenko

I free up 30% of your time from bad busy work for more time and fun after work | Productivity & Leadership Coach for mid-senior leaders | Your solution on → TheGoodBusy.com ⏱️

You want real productivity, work-life balance, time for what (and who) you love, right? I can help. I know the difference between bad and Good Busy because I lived both. 

Years of overwork cost me temporary vision loss and chronic migraines. But when I mastered good busy, I freed up 30% of my time (without quitting my job) for things I loved, while covering a 13-month maternity leave and leading my team to exceed targets by 84%.

You must be thinking, “How?” 
Just better decisions.

When you understand what’s really behind overwhelm, overcommitment, and overwork, you start making better decisions… for yourself (and others too):

→ You reclaim evenings for what (and who) you love
→ You take control of your schedule and priorities
→ You stop feeling guilty for not doing it all

I don’t offer one-size-fits-all templates or a list of productivity apps that create more bad busy work.

Because productivity is a game of decisions. And your balance is contextual, personal, and seasonal.

I can help you have more time for what (and who) you love:


〉1. Join The Good Busy Newsletter
Every Monday, get one practical tactic to free up 30% of time from bad busy work.
(Trusted by leaders at Amazon, KPMG, and more.)

Join 23,000 leaders today + get a bonus exercise → https://thegoodbusy.substack.com/


〉2. Set (and test) a goal that makes your work-life balance possible in my free workshop
Your balance starts with a goal that guides your choices.
(Rated 9.5/10 by leaders from HP, Vodafone, Shell.)

Start here → https://calendly.com/thegoodbusy/workshop 


〉3. Reset your work-life balance for good 
The Good Busy Reset is an online program to free up 8+ hours/week and take control of your busy schedule with my 5-step decision framework.
(Trusted by leaders from JPMorgan Chase, Tetra Pak, Wella.)

- Master Good Busy on your own or with my 1:1 support → https://thegoodbusy.com/program/ 
- Join the next small-group cohort (we start Feb 25, 2026) → https://thegoodbusy.com/cohort/ 
- Done with your team → book a coffee chat


〉4. Bring a custom Good Busy workshop to your team
I’ve helped teams at Clarins, Cartier, Cytiva, Roche prevent burnout and master good busy to work smarter (not harder) with customized workshops, webinars, and coaching.

Let’s design one for your team → https://calendly.com/thegoodbusy/coffee-chat 


PS: ABOUT ME 👋 
- 10 years training to become a tennis pro
- 15 years at Levi's, Gucci, Ferrragamo, Soneva Resorts, IWC
- Accredited coach (ICF - International Coaching Federation & IECL - Institute of Executive Coaching and Leadership)

Let's connect. ✨

Founder, The Good Busy Playbook | Productivity Coach

If you’re a busy team leader, chances are time is your critical roadblock. ⏱️

It’s a common challenge, and I get it. I’ve been in that same boat. 

Unproductive meetings, email distractions, and poor organization consume almost 50% of your, as well as your team’s, valuable time. 😱

And the cost of bad busy is huge. What's worse, you may not even realize what you’re giving up: your well-being, family, happiness, bonuses, and more.

The truth is, we're rarely taught how to use time intentionally at work. Most training programs and apps address symptoms rather than tackling the root cause.

The good news? 80% of it is in our hands.


HERE’S MY PROMISE TO YOU:

Productivity is a game. I'll not only show you how to play it but also how to win it. 🏆

You'll elevate 2 skills to achieve results with less:

1/ curiosity - the art of asking questions
2/ organization - the art of making decisions

Our brain is more potent and reliable than any productivity app.

I’ll share with you how I reclaimed +30% my work time, all while exceeding performance expectations. I spent this time to study coaching and relax at the beach with my book. 

My biggest lesson: the quality of time at work equals the quality of time at home.

→ How will you make the most of your reclaimed free time? ⏱️


WHO DO I WORK WITH?

🏸 Busy mid-senior leaders ready to win the productivity game


HOW CAN WE PARTNER UP?

🏸 Consulting
🏸 Team & group workshops
🏸 Individual training & coaching


WHAT ARE YOUR BENEFITS?

🏸 Achieving goals with less
🏸 Reclaiming 30% of your time
🏸 Leading a truly productive team

You’ll finally feel free, and enjoy time at work and beyond!


🚀 WHAT’S YOUR NEXT STEP?

Get good busy! 🏆⏱️

🙃 Send a message to me here on LinkedIn or
☎️ Start with a 30min Discovery Session → https://calendly.com/thegoodbusy/discovery-session

Kate Sotsenko ⏱️

Time is no longer the most valuable thing we have.

I took a month off social media and realized what is:

Attention - and the human connection it creates. 

In January, I traveled for two weeks. And every time I sat in a restaurant, I noticed the same scene: 

People on their phones: 
Food arrives, phones out for photos. 
Food finished, phones back in hand. 

We say work takes time away from people we love. But when we do have that time together, we give it away to our phones. 

We document our life because we're somehow too "connected" to live it. 

The same thing happens at work. 

We join meetings and multitask. 
Then say, "This could've been an email."

We play email ping-pong all day.
Then say, "This could've been a 5-minute meeting." 

We ask AI to summarize meetings.
Then say, "This wasn't clear."

We keep wanting more time. But time isn't what we're missing - we all get the same 24 hours. 

What we're missing is attention - and human, intimate connection that comes with it.

Because unnecessary work doesn't multiply on its own. It grows when we don't pay attention.

It stirs misunderstandings and assumptions that no one cares, everything is urgent, and every meeting is a waste.

But when we pay attention, work becomes easier.

Conversations become raw and real.
We feel seen, heard, appreciated.
We offer (and receive) help. 
We create value. 
We belong.

I'm grateful for technology. You probably are too.

It lets me stay close to family and friends thousands of kilometers away. It connects me with people like you - to learn, share, and teach.

But to connect human to human, we need to disconnect.

Time stops slipping away when you're generous with your attention.

📸 Italy, 2026

---------------------------------------
Hi, I'm Kate Sotsenko
I help leaders master Good Busy. ⏱️ 

If you're want more time, work-life balance, start with my newsletter or join my free workshop. (links in my profile)

#TheGoodBusy

Master Good Busy | Productivity & Leadership Coach | Online program & Workshops | ⏱️ The Good Busy Reset small-group cohort → We start Feb 25, 2026 (link in featured section)

“I’m always busy but it never feels enough" ✅ 

↓ When enough is actually enough

------------------------------------------------
I'm helping 50,000+ leaders master Good Busy.
If The Good Busy Newsletter helps you, repost or refer it to a friend. 🫶🏼

#TheGoodBusy

View newsletter: The Good Busy Newsletter

"Keep busy at something: a busy person never has time to be unhappy." - Robert Louis Stevenson Read time: 4min Join 23,149 Good Busy leaders Hi, How w

Open article: “I’m always busy but it never feels enough" ✅  When enough is actually enough by Kate Sotsenko • 4 min read

“I’m always busy but it never feels enough" ✅  When enough is actually enough

Here’s where layoffs go wrong:

People are laid off. But work is just redistributed.

Suddenly, the role you loved becomes three roles - and one calendar is simply not enough.

Think of an elevator with a maximum capacity of 400kg. What happens if you load 1,200kg into it?

Yes, exactly. It collapses.

For the elevator, it’s physics. For you, it’s biology.

Layoffs are often a strategic response when things don’t go to plan. But the real cost is rarely “people.”

It’s the bad busy - unnecessary work - created when companies are moving fast and ambition is growing.

And that work somehow survives even when people leave:

• Status updates
• Approval loops
• Reports nobody reads
• “Best practice sharing” meetings
• “We’ve always done it this way”

I can go on. But you probably have a few of your own frustrations to add to that list. 

And this bad busy work consumes your day and turns a capable, smart leader into “cost.”

So if you don’t want to end up doing two or three jobs (or maybe you already are) for the price of one - paid with your health, relationships, and personal life...

You have to initiate a workload layoff yourself.

I go deeper on this - and the how (5 steps) - in The Good Busy Newsletter on Monday. 

---------------------------------------
Hi, I'm Kate Sotsenko 
I help leaders master Good Busy. ⏱️ 

If you're want more time, work-life balance, start with my newsletter or join my free workshop. (links in my profile)

#TheGoodBusy

Multitask easier and superfast 🧠 

↓ How to calm your back-to-work panic

------------------------------------------------
I'm helping 50,000+ leaders master Good Busy.
If The Good Busy Newsletter helps you, repost or refer it to a friend. 🫶🏼

#TheGoodBusy

"What’s ONE thing you can do this week such that by doing it, everything else will become easier and unnecessary?" - Gary Keller Read time: 5min Join 

Open article: Multitask easier and superfast 🧠 How to calm your back-to-work panic by Kate Sotsenko • 5 min read

Multitask easier and superfast 🧠 How to calm your back-to-work panic

"Burnout is inevitable," says this expert 💊 

↓ Their advice + my 5-min exercise

------------------------------------------------
I'm helping 50,000+ leaders master Good Busy.
If The Good Busy Newsletter helps you, repost or refer it to a friend. 🫶🏼

#TheGoodBusy

“Reality never asks for filters, only honesty.” - Unknown Read time: 5min Join 23,149 Good Busy leaders Hi, How was your last week? A few months ago, 

Open article: "Burnout is inevitable," says this expert 💊 Their advice + my 5-min exercise by Kate Sotsenko • 5 min read

"Burnout is inevitable," says this expert 💊 Their advice + my 5-min exercise

"Expectations never seem to end." 📷 

↓ The reality of high-pressure environments

------------------------------------------------
I'm helping 50,000+ leaders master Good Busy.
If The Good Busy Newsletter helps you, repost or refer it to a friend. 🫶🏼

#TheGoodBusy

“We can’t control the filters the others choose when they look at us." - Rachel Wolchin Hi, How was your last week? “How do I stay motivated and emoti

Open article: "Expectations never seem to end." 📷 The reality of high-pressure environments by Kate Sotsenko • 5 min read

"Expectations never seem to end." 📷 The reality of high-pressure environments

Doing the work of 3 is not normal ⚠️ 

↓ Where layoffs go wrong

------------------------------------------------
I'm helping 50,000+ leaders master Good Busy.
If The Good Busy Newsletter helps you, repost or refer it to a friend. 🫶🏼

#TheGoodBusy

"When people don’t pay the true cost of something, they tend to consume it inefficiently." - Steven D. Levitt Read time: 5min Join 23,137 Good Busy le

Open article: Doing the work of 3 is not normal ⚠️ Where layoffs go wrong by Kate Sotsenko • 5 min read

Doing the work of 3 is not normal ⚠️ Where layoffs go wrong

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Kate Sotsenko ⏱️

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The Battle

Filipa Canelas

Kate Sotsenko ⏱️

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);}Filipa Canelas's LinkedIn Performance

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