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.

Over the past 2+ years, I’ve built and operated LinkedIn personal brands for 15 founders and executives across SaaS, AI, software, corporate real estate, and white-glove services, from Series A startups to operators who’ve been in business for decades.

I work with founders and C-level leaders at B2B companies (typically 20+ employees, $10K+ deal sizes) who believe LinkedIn should drive business, but don’t have a reliable system to make that happen.

The problem I see repeatedly:
Most LinkedIn “personal branding” stops at content.

Posts get written, your followers grow, but nothing moves downstream.

My work sits one layer deeper.

I install a LinkedIn demand engine that combines:

1/ Clear positioning and profile strategy

2/ Founder-led ghostwriting designed to warm buyers

3/ Distribution and visibility mechanics

4/ A simple outbound conversation framework

5/ Defined success metrics around qualified conversations (not likes)



The goal: make sales conversations easier to start, and faster to close.


What I DON'T promise:

- Virality

- Overnight results

- Closed deals without sales involvement


What I DO optimize for:

- Predictable momentum

- Turning attention into opportunity


If you’re a founder or executive building a serious B2B company and want LinkedIn to function as an acquisition channel, we’ll likely have a useful conversation.

Meri Matevosyan 💚 🐉

Can’t believe it’s been 2 years since I joined Notice Me(dia) as its first team member.

At the time, I was navigating the biggest changes in my life, ever - getting married, moving to a new country, changing time zones and saying goodbye to the place and people I’ve known as home since forever.

One of those huge changes was also taking writing seriously and proving to myself that I could make a full time living with it. 

I didn’t even fully grasp the concept of personal branding back then, or what ghostwriters really do… But when I saw that Josh Cons had posted a job opening, I immediately reached out. 

We had a single 30 minute call and I was on board. 

That 30 minute call led to a 2-year journey (still going strong), full of incredible wins, much-needed humbling moments and hard conversations that were critical for the growth of the company and ourselves. 

We’ve co founded Facto, our B2B writing studio, to serve our esteemed clients even more. I’ve had the incredible privilege to get to know so many great writers, team mates and leaders in dozens of spaces, learning from their wisdom firsthand and helping them to get their stories into the public.

Most importantly, I realized that if only you take those small, indecisive and scary steps towards what you want to build, everything is possible. 

Josh Cons, and Notice Me(Dia) ninjas, I’m honored to be working with you, learning under you and building alongside you!

P.S. If you're still doubting whether LinkedIn works, let this be your sign to just go for it.

Meri Matevosyan

Building personal brands for Founders and C-levels

Three years ago, I left my job as an ESL teacher to finally pursue what I truly loved - writing. Back then, I had no connections in the digital writing world and no idea what kind of role I could even land.

Despite all the scattered resources out there, I couldn’t find a single, up-to-date community built by writers who had actually gone through the same challenges.
Fast forward to today, Yathin N. and Josh Cons are building exactly that. 

Orbit is the kind of space every writer, including myself, wishes they had when starting out.

I could talk about how incredible this community is for hours, but what I love the most is that it’s created BY writers, FOR writers. People who’ve faced the same hurdles, from finding reliable freelance clients to growing their craft or landing full-time opportunities.

Whether you’re just starting out or already an experienced wordsmith looking for new growth and better gigs, you owe it to yourself to check it out, my friend.

P.S. If you have any questions, I'm a DM away.

“I’ll handle LinkedIn myself in 2 hours a week” is the new “I’ll start going to the gym on Monday.”

Founders say this all the time: “I’ll just bang out a few posts on Sundays. Easy.”

Here’s what actually happens:

Week 1: You post twice. Feels good.
Week 2: One post. You’re “busy”.
Week 3: Nothing.
Week 4: “LinkedIn doesn’t work for us.”

It’s not that you’re lazy. You’re running a company, your attention is a war zone.

As much motivation as you might have, you're still lacking infrastructure.

A realistic LinkedIn engine looks like:

A library of angles pulled from your calls, decks, Slack rants
A simple posting rhythm (topics, formats, days)
Someone whose entire job is to make sure you show up in front of buyers

You are the worst person to be in charge of your own consistency. And no, a random “in‑house social post” once in a while is not the same thing.

Whenever I face the notorious writer’s block, I use a 3‑3‑3 framework to extract content from myself.

1. Three problems

I list three things that regularly punch my buyers in the face.

Some of them are: 

“I’m spending on ads with no idea what’s working” or “LinkedIn has been on my to‑do list for six months”.

Then I write one post for each problem. I describe it so clearly that if my buyer reads it, they think, “Yep, that’s uncomfortably accurate.”

2. Three stories

I force myself to find three short stories that sit on top of those problems:
A win, a miss, a moment where something finally clicked.

I tap into specific conversations, numbers, what I thought would happen vs what actually happened.

Each story gets tied back to one of the problems: “Here’s what we learned” or “Here’s what we stopped doing.”

3. Three beliefs

I write down three opinions I hold that would make some people in my space frown.

Not “spicy for the algorithm”, just the things I usually only say in private:
The "secret sauce" here is to not be afraid to offend anyone. Stand up for your truth.

Once I write the lists, the posts basically write themselves.

If my writing were a place, it would be a jungle - loud, tangled, half‑terrifying, half‑gorgeous.

There are patches of it I never walk into. Barren clearings where the ground is hard and dusty, where every sentence feels forced. Those are the topics I think I “should” talk about, the ones that sound smart in theory but die the moment I touch them. I visit them out of obligation, then leave as fast as I can.

Then there are the parts that are so lush they’re almost overwhelming. Vines of half‑ideas hanging everywhere, strange plants I don’t have names for yet. This is where the good stuff lives: the odd metaphors, the sharp opinions, the stories I haven’t fully figured out. Most of it is still undiscovered, even by me. I can feel the weight of it, but I haven’t cut a path through.

And finally, there are a few narrow trails I keep wearing into the ground. I know exactly where to step. These are the themes I return to again and again. I go there when I need a story, a frame, a line that feels like mine. It’s comfortable enough, but never boring.

Some days the jungle feels welcoming; other days it tests my patience. But it never lies. If I try to force a clever thought, the undergrowth resists. If I come with a true feeling, even an uncomfortable one, it opens a small space and lets the sentence through.

I like to think that every writer carries such a place inside them, a landscape that changes with each book, each conversation, each heartbreak. Mine just happens to have too many vines, a few hidden clearings, and a stubborn refusal to let anything fake take root.

taplio

The Battle

Filipa Canelas

Meri Matevosyan 💚 🐉

Followers

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Performance ScoreFilipa Canelas's LinkedIn Performance

Performance ScoreMeri Matevosyan 💚 🐉's LinkedIn Performance

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taplio

The Battle

Filipa Canelas

Meri Matevosyan 💚 🐉

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

Performance ScoreMeri Matevosyan 💚 🐉's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreFilipa Canelas's LinkedIn Performance