I help B2B Founders Get clients on LinkedIn I Through Founder-Story-led Marketing.

I help you bridge the gap between who you think you are and who you truly are. So you can achieve what's on your mind and bring it into reality. 

I focus on:
-Self-Concept and Self-belief: The stories you tell have weight, I help you transform into who you truly are.
-Value based system for goal setting: If you or your team are setting goals but not achieving them, I help you get clarity on what you want and why you want it, so you can set goals from a value-based system to achieve them.
-Rewiring and transforming your belief system: It all stems from your beliefs and what you think is possible for you vs what you can truly achieve. I help you transform your blocks into power and having your mind working with you instead of against you.


3 ways I can help you:

-Yearly workshops and 1:1's (for 7 and 8-figure organizations)
-1-on-1 Tailored coaching (for 6-figure entrepreneurs)
-Yearly support and transformation (Beyond Becoming - community for business owners under $90k a year who want to transform their business by transforming their mind).

Why do I do what I do?

-Last year I got into an identity crisis when I burnt my business to the ground and started my life from scratch. Since then, I gave myself permission to start a podcast and transform my life by helping others transforms theirs. There will be suffering in life, but we aren't meant to be stuck there.

So I decided to be the bridge of transformation.

DM for enquiries.

___________________________________________________________________________________

**If the term "Identity coaching" is new to you, here's the best way I can describe it:**

Identity coaching is about shifting who leaders and teams are being, not just what they’re doing. I help uncover and rewire the unconscious patterns driving decision-making so they can lead, perform, and grow from an empowered place, which creates stronger leadership, culture, and revenue.

Mindset treats the symptom, identity treats the root.

Geni Cor

I turned 30 on Sunday and here's what I learned in my 20's:

1-No one will validate you or you dreams, you carve your own validation and people will jump on it later.

2-People won't see you until you see yourself. Learning how to be your own biggest cheerleader will change your life and your career.

3-No goal is too big or too far from you. You and your goals are one. The gap between these is your identity, work on your inner world like your life depends on it, because in some extend, it does.

4-It will never be what you think, it will always be what is. Make the most of every season of life, they are preparing you for a bigger assignment.

5-All we have is now. Learning to be present is as important as carving a vision for your life, don't lose sight of what you already have on the chase for more.

6-Confidence isn't a given, is a development. No one will give you confidence. You gain and earn your own level of confidence by the actions you take, the habits you create and the people you choose to surround yourself with.

7-If you have a big dream, and don't chase it, it will keep calling until you go all in on it. Your dreams don't wait for the right time, the time was always right.

My 20's were truly a whirlwind but I've learned so much about life, about success and failure, about people, about myself, about the world. 

And I believe they were the foundation for what's to come in my 30's.

Here's to another decade of screwing up, figuring it out and reaping the rewards.

Why do so many people struggle with change, even if they want it?

This has been a question I've been asking myself a lot the past year.

I asked this question to all the guests that came on the show.

And here's what I found out:

People want change, but also feel pulled by comfort. Our brains aren't designed for risk but for comfort and certainty.

But also, the same brain seeks challenge, seeks change.

What will determine IF or WHEN that change happens is our identity.

The stories we tell ourselves will shape who we think we are, and therefore the action we take towards change.

A study from the university of Wyoming showed only 6% of people achieve their goals and a fulfilled life...the rest? Live in autopilot knowing they can and could be more.

Since doing my research on this, it has lit a fire under my ass to help people start walking towards that change.

For me, that thing that changed my life was my podcast.
Was it easy or comfortable? I will give it a fat NO.

It is still not easy. I face challenges everyday.

But because I've worked hard on my identity and the story I told myself, change has happened and my life has taken a turn for the better.

So, on this fine Friday, I want to challenge you with this question:

What is one thing you want to change this month?

Writing down and see what comes up. Where your fear is, there is your task.

P.S: I help leaders launch or grow their podcast in 90 days, message me if you've been wanting to launch or grow your show and we will have a chat!

Unconventional things I tell my clients NOT to do when launching and growing a podcast (If you want to have a profitable podcast, save this):

1-Scripts: First thing I tell them is to ditch the scripts. 
They aren't recording a VSL, they are sharing experiences, stories, lessons. 
Your life isn't scripted, why would your podcast be?

2-Following Trends: If you look around, you will see every podcast talking about manifestation right now, that's a trend. 

I tell my clients to not follow trends, but to INTEGRATE the trends within their episodes. This was a game changer for me. It made me standout, instead of being a copy cat of other big shows.

3-Hour long episodes: At the beginning you will struggle to even record a 30 minute episode (solo), shorter episodes make it easier to communicate your message clearly and effectively. And they make it easier to gain audience and retain them.

Podcasting is an art. 

And like all other arts, the painter decides how beautiful they want to make their painting, but technique and precision is as important as what's being portrayed.

What people don't tell you is you can set up your podcast for profitability and success from the very beginning, but the how is as important. 

I am taking 3 leaders to work with them 1-on-1 to start or grow their podcast.
Send me a DM with "LAUNCH" and we will grab a chat!

I am rooting for you!!

Non-unconvential way to grow (and blow up) a profitable podcast:


Be yourself.

That's it. 

That's the post.

(no in all seriousness, the more authentic and raw you are, the faster your podcast will grow).

Here are 3 things I would NEVER do if I wanted to grow your business or brand through your podcast. (Save this)

1-Outsource guest booking for "time's sake": 

This is probably one of the things that will damage your podcast AND brand the most. Booking agencies charge around $3k a month to book you guests (that might not even be the good fit for you). They might book you big guests, but they care about placement.

Learn how to book big guests yourself from the very beginning. The network you will gain is quite substantial and that will pay x10 more long-term.

(I still do this 18 months into my show and I won't outsource it)

2-Use your podcast as a billboard to promote your business: 

For the love of God...don't. Your podcast will bring leads, opportunities...whatever you put in, you will get...BUT, Podcasts are made for connection.
If all you care about is flood your show with promotion...your drop out rate will be high and people won't even stick around to even hear about your offer.

3-Posting x2 a month and expecting your show to blow up:

Podcasting is a long-term game, but it is also a compound game. You will reap the most the more consistent you are and the longer you stay in the industry.

People will still listen to your episodes even if these are 6 to 12 months old. 
If you keep a consistent release schedule (optimal x4 a month), you will see compound growth all over.

These are my 2 cents, from someone who did almost everything herself (still do).

Do not follow all the advice you hear out there.

I didn't start my podcast because it was the right time.

I started because I was struggling. Bad.

It wasn't the right time, under the right circumstances.

Finances were not on my side either.

But I was at such a low...in such a pit...that I had no other option but to get myself out of the hole that I was in and start.

I was scared. 

I didn't know people in the industry. I didn't know how to record podcasts. 

What to ask. Who to interview.

But I knew that not starting wasn't going to solve this. 
Entertaining the thought of "starting" and not do it...
It would only make it worse.

I knew that If I were to look back on my life a year from now and still be in the same place..I wouldn't forgive myself for it.

I knew something had to change and I had to lean into that nudge in my soul that said " Just go do it. Just start".

And I am so glad for it, because almost 2 years ago I couldn't recognize myself or my life. And what started as a Hail Mary to save my mental health...has become the lighthouse that's helping thousands change their lives.

And change mine in the process.

Starting or growing a podcast can be daunting, but it doesn't have to be.

I am taking 2 more founders to work with 1-on-1 with me over the next 3 months to launch, grow and monetize your show.

If you've been feeling that nudge inside of you that says "Just start". I'd love to help you. Send me a message and we will grab a chat!

I made $19,400 the last 30 days through podcasting.

I never share numbers or brag about it...but I hope this encourages more leaders to start their show.

I started House of Impact back in 2024, I launched 31st October 2024.

It took me 15 months to monetize. 

I wasn't actively promoting any of my services. 

I stopped selling completely for over 12 months, because I thought I could *only* monetized through downloads.

Whilst downloads have quadrupled since then and brand partnerships are starting to roll in...that's not the only monetization path.

I wish someone would have told me this when I started:

3 ways I monetize my podcast (and make the most money and impact I've ever made):

-Consulting/Coaching 
-Guest placements (some guests pay X $$ to come on the show)
-Integrated brand partnerships
-Keynotes

This 4 monetization paths have only recently opened up...but they were always there. I just wasn't open to see it.

Podcasting is a long-term game, but it is a game that, if you stay in the arena long enough (2 years+), the compound effect it has on your business, your life and relationships is just...exponential. 

There is nothing like it, truly (coming from someone who's been in marketing since 2019 and has done it all).

People look for human connection, and podcasting is how you create connection, trust and authority.

I am on a mission to help 3 leaders to launch/grow their show and open up a sea of opportunity for them and their business. If starting a podcast has been on your mind...don't let it sit on the back burner. Send me a message and we will grab a chat to work with me 1-on-1.

I hope this encourages you to start and go for it. 

Thank you to everyone who supports House of Impact and my journey. You mean the world to me and I am grateful for it all!!

Here's what having a Podcast can do for you:

I've talked with a fair amount of leaders who think a podcast is a "cool passion project, nice to have side quest". 

Fair enough, I also thought that when I started.

But what if I tell you, that exact belief is what's holding you back from:
-Starting and launching your show.
-Receive the wildest opportunities ever.
-Grow your business in an "unconventional" podcasting way?

When I started looking at monetizing my show, I was really close minded:

"I can only monetize through CPM (Click per Mille), which is going to take a good 2 years".

But there was this day not long ago, when I woke up with 3 DM's from 3 different people asking for help to start their show.

I also then saw another email from another brand requesting a collab and potential partnerships. 

My light bulb went on and it hit me like a Whitney Houston high note.

"What if there was a way to monetize a show without waiting for it to blow up?"

So I started monetizing my own show first, through:
-Consulting and Coaching
-Integrated Brand Partnerships
-Keynote speaking
-Guest placement

And I realized something that changed me from the inside out:

"I can only imagine there might be a lot of people who don't start a podcast because they disqualify themselves before starting. What if I could change that?"

So I started working with leaders to help them launch their show, bring their passion and their strengths to the forefront, and help them grow their business and personal brand.

This was never in the cards for me, but all the suffering and the 2 years trying to figure it out have paid off.

So, if you're holding yourself back thinking you're not "qualified" I hope this post makes you think twice and encourages you to take that step and just start.

And if you want guidance and cut the process in half, send me a DM and we will have a chat.

It isn't easy, but it is worth it.

P.S: This is a pic of me when I went onto other people's podcasts and I took a pic as if I was a "podcaster". I was also not ready, but I did it anyway, and now House of Impact is a global show that's listened to in more than 67 countries in its firsts 15 months.

"You need to niche down, your podcast can't simply be about self-improvement, there are too many".

I got told this at lest 10 times in the first year since launching House of Impact.

I got told this by marketing "experts". But every time someone told me that, I got a bit "triggered". 

For a second I really gave it a thought "should I just stick to what I've known and done for the last 7 years?"

That comfort zone for me, was business and marketing.

But I knew that House of Impact wasn't just going to be another 
"self-improvement" show. I knew it was going to make an impact and blow up.

So I didn't listen. And I am glad I didn't.

Because after 18 months of doing this consistently and having had the pleasure to talk with the biggest guests in the industry, I realized:

You do not have to pick a niche or "niche down". 

Your story, your journey...THAT'S the niche. The niche is YOU.

I never tell my clients to "pick a niche", the first thing I always ask them is "what's your story?".

Don't treat your podcast like another marketing strategy. Treat is as a space to share your story and amplify your impact.

Have you ever been told "niche down"? Let me know in the comments👇🏻

I created House of Impact because I was seeking change.

Not only in my own life, but in the life of others.

I stepped into the podcast studio to record my first episode (which I had to re-shot 2 months after) on March 21st 2024.

I had no expectations.
No script.
No fancy speech.

But I had one goal in mind:
Impact 1 life. If I was able to do that through my show...

My goal was accomplished.

After reading a research paper on change and living a life of purpose...
I found out that only 6% of people feel fulfilled in their professional and personal lives.

For some, 6% isn't that bad, for me...that number hurts.

l I was looking for was change. Change in my personal and professional life.

So I started interviewing those who were at the other side of that change.

1,5 years later...House of Impact is impacting thousands of lives, helping people realize they CAN indeed change...and, maybe, grow that 6% to 10% in the following years.

I've had a lot of calls this past week with a lot of great leaders and professionals looking for that change in their lives and careers.

And I wish I could scream from the top of my lungs that podcasting will bring them that change....

I can't do it for you unfortunately, but what I CAN do is guide you on that path to change, guide you and hold your hand and empower you to start your own show. 

The time is now. Podcasting is only starting to grow as an industry and those who jump on the bandwagon this year, will see their shows go mainstream in the following years.

It isn't easy, but it is worth it.

P.S: I am taking 3 leaders who want to start or grow their shows and work 1-on-1 with me to create real change in their lives and the lives around them. Send me a DM and we will grab a chat!

Here's what I would do If I wanted to start and monetize a podcast within the next 3 to 6 months:
(from someone who went from nothing to a Top ranked podcast)


1-Story over education (first 5 episodes):
The single thing that drives most downloads and partnerships is storytelling.
Who are you, where did you come from, why do you do what you do, what was your turning point, how can you help?

The first 5 episodes I'd solely focus on communicating your vision and let people relate to you.

2-Strategic guest placements:
I'd look for the top or most relatable guests in your industry that have a specific audience (piggy back from your guests audience here is HUGE).

Ex: You're helping people invest smarter and grow their wealth, bring a guest who's been on other podcasts and has a more established audience. 

3-Communication over perfection:
Podcasts that grow and bring big guests, don't have it all perfect, in fact, they are messy behind the scenes, but they own a VERY powerful skill: The art of effective communication.
Know how to communicate your vision to your guests and partners...and you'll be set up.

4-Set up the show for monetization from the GET GO:
Biggest lie in the industry is: You need 100,000 downloads to get monetized.
I call that "horse crap". You do NOT need to be on the charts to monetize.
But you need to know what value your show brings and how this can help other companies advertise their products/services. 1 or 2 aligned partnerships can bring in multiple 5-figures.

5-Get over the fear of speaking your truth:
This is a BIG one. Getting over the fear of exposure will bring you more growth than strategy. Trust me. Speak your truth. BE BOLD. BE POLARIZING.

This will help and connect with your audience more than being "politically correct".

And last one...for the love of God..HAVE FUN.
People can tell when you're faking it or forcing it (and so do companies).

Have fun, loosen the grip.

Do these resonate? Let me know in the comments👇🏻

P.S: I have 2 spots left for my 1-on-1 coaching program to grow and monetize your podcast. Won't be doing any more 1on1's after this. Send me a DM and we will have a chat!

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

Every marketer needs to hear this (direct intel from LinkedIn):

I sat down with Jae O., LinkedIn’s Head of Measurement & Ads, to introduce LinkedIn’s latest series - B2B Over Bevvies, sharing the latest B2B insights direct from LinkedIn! 

For the first episode, we debunked the 3 biggest myths killing your results…

Let me know what you think in the comments! 

P.S. Check out how LinkedIn’s measurement solutions can help you deliver outcomes over optics —> https://lnkd.in/measuringROI

LinkedIn for Marketing #AD

I’ve seen a lot of LinkedIn advice lately that’s frustrated me. 

The thing is – we all want LinkedIn to be a place for original thinking and interesting ideas – not AI slop and surface-level takes. 

Yet so much advice is about hooks, formatting and the latest algorithm trends, as opposed to substance, original ideas, interesting anecdotes, and genuine insights.

And from my visit to LinkedIn NYC last week, my takeaway is: LinkedIn wants more original, compelling, journalist-style content: thoughtful pieces that only you could write. Posts that add value, spark interest & conversation, and feel creatively different. This very much aligns with Triangle's approach when we're working with leading US companies on their thought leadership presence (always nice to hear!). 

Also, it was great to finally meet Luiza Cocito and Gianluca Russo in person after working on projects together and seeing each other’s content online for so long. Big thank you to the team for the warm welcome to NYC, the very cool office tour, and even a trip up the Empire State Building observation deck.

Stay tuned for a video from the visit too!

Being honest, we didn’t hit our growth goals for February. 

I hired a key growth lead at the start of 2026 – it took 4 weeks to interview & train them. They were getting ramped up – and then they suddenly quit 2 weeks in. It was a key role, and being honest, I’d overlooked some key aspects in the recruitment process. I saw what I wanted to see. We needed someone quickly and the reality was, they just weren’t a good fit. And I paid the price in the end. 

In that situation, you can do one of two things. 1) get frustrated or 2) get to work. I chose the second. And I’ve been busy searching for talent, 100s applied, interviewed 25+ people last week. And now we’ve found someone better & more aligned, who started with us this week. We’ve upgraded our onboarding process, more incentives, and more checks early on in the process. 

It set our growth back by six weeks, but we’re now in a great place as we head into March.  

And a reminder of some important lessons in the process too:

— Even when the trajectory is up, there will be weeks that test you. 

— When something unexpected happens, you just have to put the work in & take action. 

— Focus on true alignment with your team and clients – don’t try and shortcut this.

Landed in New York and went straight to The Met. I’m starting to think seriously about the kind of art I want to collect one day.

When I was younger, paintings never used to interest me, but over the past few years, I’ve become obsessed with different creative pursuits – movies, theatre, music, and art. So now, whenever I visit somewhere new, you’ll find me in different galleries. 

Thomas Merton said, “Art enables us to find ourselves and lose ourselves at the same time,” and Giorgio de Chirico said, “each of them is an enigma, each contains a poem, an atmosphere.” When you find a good painting that speaks to you – it forces you to reflect, pause, and feel something you can’t put into words. It has a life of its own. It’s a still image and yet it has motion, tells a story, and reveals something about yourself.

I’m in exploration mode, seeing what pieces resonate & speak to me, and there is no better place than the Met to get inspired about what I’d like my future collection to be.

Someone pushed back on me last week about LinkedIn. 

"If this works, why can't you show me a %?"

"Surely it all comes down to conversion rate," they kept insisting. 

I disagreed.

LinkedIn isn't an outbound machine you can reduce to a single percentage. 

It's an ecosystem. 

There's the content building authority and trust. The profile converting cold visitors before they've replied to your initial message. The network compounding month after month as the right accounts are being added. The signals telling you who's warm and who's paying attention. 

And yes, outbound – but that's one piece. 

Some of your best prospects won't respond to your first message. They won't engage with your posts either. But four months in, after consistent exposure to your thinking, your proof, your credibility – they come inbound. Ready to book a call. 

By tracking outbound conversion rate, you're measuring one segment of a much bigger system. 

So when you're not booking enough SQLs to hit your targets, the issue isn't automatically the outreach. Across multiple B2B clients, the bottleneck is rarely conversion rate. It usually sits deeper, in how you're positioned, in the quality of accounts entering your network, in whether your content is building buyer confidence, or in whether your profile reflects the level of deal you're trying to win. 

It's worth stepping back and looking at the system as a whole. 

Happy to walk you through how we structure it.

It was 10pm and I’d just been to see Michael Jackson on Broadway, walking down 7th Avenue, I had a proud moment. It felt surreal that we’ve grown Triangle to the point of taking on NYC. 

I still remember being a solo freelancer juggling multiple projects, figuring it all out with just a couple thousand in the business bank account. We’ve come a long way since then! 

It’s one of the things you have to experience to understand - but the buzz, energy, ambition, pace, drive, is infectious here. You feel it walking down the street, in every conversation, it lives in the air. 

Yes, it was a productive time with clients on shoots, coffee conversations and strategy pitches. But my big takeaway from the trip is thinking bigger and moving quicker. Taking the NYC mindset into everything we do.

Founders who post 10+ times per year generate 33% more leads.

LinkedIn shared this stat with me directly during a meeting with their team in LA last October.

Ten posts per year.

That’s the bar for a measurable lift in lead generation. They also shared that founders who post consistently see higher deal size and shorter sales cycles.

Yet many still use LinkedIn for company updates instead of using it to generate revenue.

Company updates don’t build pipelines. 

You need strategic content that moves someone from never having heard your name before to having the level of trust needed to sign high-value contracts.

And this content already exists. You just need a system to extract it. 

Think of the last sales call you closed. You handled the objections, built trust, proved you could deliver, and you created the moment that made them sign.

That is validated messaging — now you just paste the transcript into Stanley.

Stanley already knows your existing LinkedIn content, your voice, how you think, what you've posted about. It extracts the strongest ideas and structures them into posts built from insights that have already converted.

Because if you said it on a sales call that closed, it works. 

If you've been wanting to post more consistently and generate more leads, but don’t want to add hours to your week, this is the system that makes it happen.

Stanley turns conversations you’re already having into content that supports your pipeline.

Try Stanley free → https://lnkd.in/ecEBMT-r

#Ad

Turn sales calls into original content in minutes...

If you want to start conversations with senior decision-makers on LinkedIn – you need to pattern-disrupt with a human-first approach. 

Everyone is getting 10+ salesy messages a day. So you need to make yours cut through and be the one they actually respond to.

A few years ago I was experimenting with LinkedIn after seeing the impact of content while working alongside Steven Bartlett.

I had a sense the platform was underutilized. Within a couple of months of posting, I had my first truly viral post with over 20 million impressions, and following that, an inbox full of enquiries. It’s fair to say, I’d proven my point – LinkedIn was powerful.  

Over time, a pattern started to emerge. While I was freelancing across startups – consulting, writing, podcasting, and working on influencer marketing campaigns – the same question kept coming up in conversations with founders and operators: “How does your LinkedIn content do well – could you do the same for me?” I leaned in. LinkedIn stopped being just one part of the work and became the center of it. That focus eventually evolved into Triangle.

In the early days, I was interviewing clients, writing the content, scheduling posts, creating assets, doing admin, and everything in between. In the trenches – figuring things out, working out how to craft content that captured the client's tone, insights, ideas, what drove results, and immersing myself in different industries. This is now the operating knowledge that’s embedded in how Triangle runs.

60+ clients later, and things are very different now. We operate with a full team building LinkedIn ecosystems for companies, all designed around commercial outcomes. Our average client has 20+ years of experience in their industry, so the work is about authentically capturing their ideas and insights – then turning that into the right positioning, buying signals, outbound activity, and content that helps generate 6-figure conversations and contracts through LinkedIn.

I still think back to that first post and where it all led.

I'm proud of what Triangle has become – and very excited about where we’re heading too!

630,000 impressions in the first month.

That's what we generated for a Harvard professor who came to us with no LinkedIn presence and a book launching in March with Penguin.

Here's exactly how we structured the work across three deliberate phases.

Phase 1: Authority building (foundation)

In the first month alone we generated 630,000 impressions.

Her posts quickly started attracting long, thoughtful comments from senior executives at large organizations – Chief People Officers, Heads of HR, L&D Directors, and Org Development leaders.

By now we're well over 1 million impressions total. That rapid visibility positioned her as the go-to voice in her domain and created the trust layer senior buyers need before they even consider a conversation.

Phase 2: Strategic integration (connective tissue)

Most agencies would stop at impressions. That’s where the real work started. 

We’re now coordinating across Harvard Kennedy School, Penguin Publishing, and her PR agency to align every moving part of the launch. 

Content, messaging, and partnerships are being stitched together into a full launch strategy. This includes planning a LinkedIn webinar, developing launch assets, and ensuring targeted visibility to influential leaders who can amplify her reach. The professor trusts us to lead this because we think beyond posts – we think in systems, partners, and decision timelines so the March launch hits maximum impact. 

We’ve since expanded the scope to include newsletter & email list content. 

Phase 3: Revenue activation (where real ROI lives)

The end goal was never “visibility.” Every action we take serves a business objective. 

As the content compounds, we’re actively tracking engagement from heads of people, heads of learning & development, and other senior decision-makers at major companies. We're building the pipeline for $30,000 workshop facilitations and keynote speaking gigs.

Post-launch, we'll leverage the book success and her strengthened public profile to convert that engagement into booked conversations. 

This is the difference between content creation and a LinkedIn ecosystem.

Last week, we ran a launch for a client that reminded us of something simple: senior buyers assess leadership before they assess product. 

Their company's page update reached 853 people, with 10 reactions and 5 reposts.

Not that impactful. 

But across the 4 leaders (COO, CPO, CRO, CMO) we work with to build their authentic content on their personal pages, the reach and engagement looked like this:

→ 88,305 total impressions
→ 1,040 total reactions
→ 59 comments
→ 47 reposts
→ 47 saves
→ 126 sends

100x the the reach & engagement. 

While data proves time-after-time that reach is significantly higher coming from leadership, it's not the only upside. 

When brands post from company pages, people see this as promotion. But when executives speak consistently, it signals internal alignment and conviction that reduces perceived risk for buying committees evaluating long-term partners. Meaning greater trust, market authority and in turn impactful commercial outcomes. 

- - -
If you want to turn your Execs into thought leaders to build visibility, trust, authority & MQLs – happy to share our learnings.

The content you need to generate a million dollars for an eight-figure budget holder is structurally different to the content most agencies provide.

Here is what I mean.

Right now, the entire marketing conversation is dominated by: Should we use AI? Should it be story-based? What format cuts through? What tool wins?

These questions completely miss the point.

The actual question is: what is the outcome you are trying to achieve – and does your content move you closer or further away from it?

When your end outcome is a seven-figure deal with five decision makers across a complex buying committee, the strategy looks nothing like a typical content playbook.

The focus shifts to progression:

1) How do you move a buyer from awareness, to recognition, to credibility, to commercial trust?

2) How do you build a deliberate sequence of touchpoints that supports long evaluation cycles and high-stakes decisions?

The real value of a content partner at this level is not creative execution, but the ability to design a journey that moves a defined buyer through stages of conviction – from cold, to curious, to confident enough to commit.

AI or human? Funny or serious? Story-led or data-led? These are tactical choices.

At Triangle, we are not interested in debating tactics. 

We are interested in whether the content works for your commercial goals.

Everyone talks about winning clients. Nobody talks about retaining them. 

We've just hit 24 months with one of our clients. 

And no – that wasn’t driven by a long-term contract.

We want to work with clients on a long-term basis, but we don’t force that commitment at the beginning. We invest early, we focus on delivering tangible results, and we prove our value as we go. Retention, for us, is a byproduct of performance.

This client came to us with 800 connections. Over two years, we've helped him generate 30M+ views, grow to over 10,000 followers, and position himself as a credible voice in a complex, regulated industry. And driven real commercial outcomes, including recently signing a seven-figure government contract that came directly through our work on LinkedIn. 

These metrics tell part of the story. 

But honestly, retention comes from becoming a true strategic partner inside the business.

Over two years, we learned how he speaks, how he thinks, what he's aiming to achieve. And as his business evolved – new strategy, bigger team, higher stakes, more scrutiny – we adapted alongside him. 

We're now so aligned that most of the work happens without calls. That's what a good long-term partnership looks like in practice. 

At Triangle, long-term partnerships are everything. We pride ourselves on delivering results, building deep relationships, and growing with our clients – and that's why we’re able to retain clients for 2+ years. 

–
If you’re looking for a partner who will embed into your business, adapt as you grow, and focus on commercial outcomes, book a call to see how we’d approach your LinkedIn.

Last week, M&S announced Gillian Anderson as its Chief Compliments Officer on LinkedIn. Here are 4 reasons why you should pay attention: 

1. LinkedIn was used as the main stage for a mainstream celebrity partnership – even though Gillian had no real platform here beforehand. She had only a few hundred connections and had never really posted before. She wasn’t a LinkedIn creator or influencer, which makes it all the more interesting that M&S still made LinkedIn a core part of the campaign and used her popularity & mainstream profile to drive attention here.

2. The campaign was built for LinkedIn, not just distributed on it. This wasn’t just a brand reposting campaign assets onto LinkedIn, after the fact. The platform itself became part of the idea, execution, and storytelling – with Gillian updating her profile with the new title. And stemming from LinkedIn at the core – the partnership was leveraged into commercial ads, and a bigger PR conversation. 

3. It shows a more imaginative, brand-led use of LinkedIn – a sign LinkedIn is evolving from a corporate distribution channel into a creative brand channel. Campaigns like this show how much more LinkedIn can be, and the direction it’s moving in. (Interestingly, over the last few weeks, we’ve had 3 multi-billion-dollar companies reach out to have conversations about creative ways they can be using LinkedIn).

4. It highlights the compounding value of senior leaders building on LinkedIn over time. Because when they've spent years becoming trusted voices on the platform, as M&S leaders have, moments like this become much more powerful. They are not just extra distribution channels; they bring credibility, context, and attention that help the brand own the conversation, deepen the association between talent and company, and make the whole campaign feel bigger than a one-off activation.

Main takeaway: There are so many opportunities to use LinkedIn creatively and cut through. Exciting times ahead for the platform! 

What did you think of the campaign?

New York made something very clear to me: there is more demand for what we do than I realized. Meeting after meeting, it became obvious that our approach to LinkedIn really resonates. From the way we think about positioning, demand & content together, and building enterprise-level credibility. 

So many companies are surrounded by clickbait tactics, freelancer-style playbooks, and surface-level personal branding advice. Very few are helping Series A and Series B to enterprise companies turn LinkedIn into a serious commercial channel that creates trust, category authority, and demand with serious decision-makers.

In-person, it was clear to see we’re speaking the same language – deal flow, growth, funnels, and what high-quality LinkedIn thought leadership content looks like. Sitting in front of leaders of some of the most ambitious, fast-growing companies, I could tell they understood why our work matters, why it needs to be done properly, and why it often makes more sense to bring in a specialist partner with the expertise, data and infrastructure. 

Next trip will be happening very soon!

taplio

The Battle

Geni Cor

Matt Swain

Followers

Posts

Engagements

Likes

Performance ScoreGeni Cor's LinkedIn Performance

Performance ScoreMatt Swain's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Geni Cor

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);}Geni Cor's LinkedIn Performance

Performance ScoreMatt Swain's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreGeni Cor's LinkedIn Performance