LinkedIn Content & Social Selling for B2B businesses.

In the past 15 years, I’ve built and scaled multiple 7 figure businesses.

I’ve run GTM agencies, built SaaS products, and led teams driving real growth.  

But the biggest shift I’ve seen?  

B2B buyers don’t respond to cold outreach like they used to.

The best B2B companies are winning with content-first, relationship-driven growth.  
Because buyers want to trust the person behind the business before they buy.

- They see a founder sharing expertise on LinkedIn.  
- They engage with content that speaks directly to their challenges.  
- And when they’re ready, they reach out—because they already know who can solve their problem.

That’s how B2B buying works today.

But here’s the problem:  
Most founders either don’t have the time or don’t know how to consistently create content that drives leads.

So they outsource to ghostwriters who chase impressions instead of business outcomes.

That doesn’t work.

Positioning yourself as a thought leader requires more than posting daily.
It’s about building authority through a clear strategy, consistently showing up with expertise, and using social selling to turn engagement into conversations.

That’s why I launched Content Path with my co-founder Pierre.

We help B2B founders turn LinkedIn into a revenue engine—with a system that works:

- We build your content strategy.  
- We create high-quality visual content that cuts through the noise.
- We identify the ICP-fit people engaging with your posts.
- We help you turn those warm leads into business conversations.

This is how LinkedIn content drives revenue.

If you’re ready to own your audience, build trust, and generate leads—let’s talk.

DM me or visit www.contentpath.co.

Mikey H.

This is the winning B2B Marketing playbook for 2026.

Let me break it down for you with 5 pillars:

1. Create content for passive buyers

Some businesses are not ready to buy (for various reasons) and don't want to be in your linear sales sequence. The best scenario is to build top of mind awareness for these types of buyers through content marketing.

- Develop clear content pillars
- Publish consistently across time
- Vary formats and channels

2. Build a solid intent signals gathering system

For long we thought attribution was the key, but with the new B2B marketing playbook, intent signals are more important. You need to constantly identify a list of prospects that have higher intent than average.

- Track content engagement across channels
- Score prospects based on signals and frequency
- Centralize signals in one CRM or system

3. Use ads to amplify what already works

Ads will not create demand out of the blue but it will expand your reach and reinforce awareness with repetition. 

- Promote top-performing content
- Retarget engaged and high-intent audiences
- Focus on repetition, not aggressive messages

4. Get ready to capture demand from active buyers

When they're ready, businesses want a fast response across channels. If you take 48 hours to reply to an inquiry, you'll lose (especially in red ocean markets). Build an efficient inbound sales system to capture and manage demand.

- Optimized social media profiles
- Dynamic forms to segment leads
- Soft captures like webinars or guides

5. Run warm outreach for potentially active buyers

Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out. Acknowledge this reality and contact them directly.

- Build a social selling routine
- Create warm email sequences
- ABM for larger accounts

And AI is an enabler across the playbook.

***

We are looking to help 3 more B2B businesses to install and run this playbook in Q1 2026, tell me if you're interested.

Most founders think posting daily is enough. 
But daily posts without strategy are a waste of time.

I’ve been there. 
Posting consistently, chasing likes, hoping something would stick.

But here’s what I learned working with over 100 clients: 
Random posting doesn’t drive leads. 
Strategy does.

→ Without strategy, your content feels scattered.
→ Without strategy, your audience doesn’t know who you are or what you stand for.
→ Without strategy, you’re wasting time on posts that won’t move your business forward.

Instead, build a high impact content strategy:

→ To build authority
Your audience needs confidence that you’re an expert.
Strategic content positions you as someone who understands their challenges AND knows how they can solve them.

→ To create engagement, not just impressions
Chasing likes is easy, but creating posts that spark meaningful conversations? 
That’s where trust (and leads) are built.

→ To target your ideal customers
It’s not about reaching everyone. It's about reaching your people, your ICP. 
With strategy, you can attract and engage with buyers who are already searching for your solution.

→ To save time and resources
Posting daily without direction burns through time and energy. 
But with clarity on what works, you can focus on creating fewer, higher-quality posts that actually drive results.

→ To turn content → conversations → revenue
Great content doesn’t just sit there. 
With strategy, you can connect with engagers, start conversations, and create opportunities for growth.

Modern B2Bs win with content-first, relationship-driven growth.

Are you still posting without strategy? 
DM me and let’s talk about how you can change that.

The same LinkedIn post can get 100 views or 100,000 views. The only difference? 

Content performance isn’t just about what you say, it’s about how you present it.

Different formats resonate with audiences differently.

For example:
→ Want engagement? 
Try carousels or polls, they invite interaction.

→ Sharable insights? 
Use infographics or short videos, they’re easier to consume quickly.

→ Building authority? 
Long-form posts, with deep expertise works well.

But here’s where most people go wrong:
They stick with ONE format for everything.

Result?
Content that feels off.
Messages that don’t land.
Audiences that scroll right past.

Instead, think about alignment:
Your format should match your message AND your audience’s preferences.

This is how you turn “meh” posts…into magnetic ones.

Need help?
I put together the top 7 content formats to make this easier.

Ps: What’s your favorite format for consuming content?

We publish 1,000s posts per month for clients.
And we noticed one cruel pattern ↓

The most viral content brings the worst leads.
And builds 0 authority.

I've tested content that gets 1000s of likes…
And content that drives actual conversations with buyers.

Guess which one we bet on every time?

🚫 Vague hooks
🚫 Clickbait pain points
🚫 Empty engagement from people outside your ICP

vs.

✅ Posts that speak directly to a problem your ICP is facing
✅ Stories that come from experience, not theory
✅ Content with a hook tied to real results

Posting content here isn’t about impressions.

It’s about positioning, and attracting the right people with clarity.

Likes ≠ Leads.
Authority ≠ Virality.
You choose.

I broke it down visually below.

Save this if you choose ICP-fit leads over vanity metrics.

We manage over 40 profiles at Content Path.

Here are 5 hooks that perform better:

1.⁠ ⁠Experience → proof → value

“I do X every week. Here’s how.”

2.⁠ ⁠Pattern interrupt + expertise

“Most people do X wrong. Here’s the right way.”

3.⁠ ⁠Proof + practicality

“This strategy got me X result. Here’s the breakdown.”

4.⁠ ⁠Contrast + curiosity

“If I had to start X again, I’d only do these X things.”

5.⁠ ⁠Credibility + clarity

“You don’t need X. You actually need this instead.”

Need help on your content? Check out our offer here: http://contentpath.co/

My client is CEO of a $200M company. When we first met he shared this secret:

"the more successful my business is, the harder I find it to post on LinkedIn"

He’d have an idea.
Second-guess it.
Then quit.

Meanwhile, his competitors were:

showing up daily, 
sharing content, 
building trust, 
staying top of mind. 

His competitors were 99% smaller, but they owned the airwaves on LinkedIn.

The difference?

They had a structure.
He didn’t.

Without structure, posting becomes a guessing game.

You stare at a blank page.
You lean heavily on ChatGPT.
You try to copy some viral post.

And you end up with empty insights.
Content that doesn't reflect your POV.

The real challenge for most CEOs:

Not content creation.

-> Content extraction.

You’ve got insight. You’ve got stories.
What you need is a structure to unlock them.

Here’s what we use with every founder we work with:

7 content angles that make posting simple and repeatable.

1. Backstory:
- What shaped how you see the world?

2. Trend take: 
- Your perspective on what’s happening now.

3. Strong opinion: 
- Something you believe that others don’t.

4. How we did it:
- Real breakdowns of things that worked (or didn't).

5. Vision:
- Where you're going and why it matters.

6. Behind the scenes:
- The messy, unfiltered parts.

7. Quick-fire insight:
- Short, sharp lessons from your zone of genius.

TIP: Pick three a week to start.

You’ll never struggle again.

p.s. if this was useful, repost for others 🤗♻️.

Your team get 10x more LinkedIn engagement than your company page.

Yet 90% of B2B companies are still posting into the void from their brand account.

Here's what they don't consider:

Your buyers don't trust logos. They trust people.

Sharing a post on your company page, about a random conference, which only 5% of your followers will see, won't have an impact.

Meanwhile your team is full of experts, with deep knowledge that only gets shared internally. What a waste.

The reality?

People follow people, not companies. 
People buy from people, not brands. 
People remember stories, not taglines.

But here's where it gets interesting:

The strongest B2B brands aren't built on one voice. 

They're built on an ecosystem.

You identify key experts inside your company, give them a framework and motivation to share.

The 5 Corporate Influencer Profiles that actually drive pipeline:

→ The Visionary (Usually the Founder) Shares the "why." 
Builds long-term brand magnetism.

→ The Operator (Ops/Marketing/GTM Lead) 
Shows how things work at scale. Brings credibility through execution clarity.

→ The Educator (Subject Matter Expert) 
Breaks down complex ideas. Builds trust through generosity.

→ The Evangelist (Sales/Community Lead) 
Shares customer wins. Humanizes the brand through real stories.

→ The Analyst (Product/Data/Strategy Lead) 
Brings clarity through numbers. Builds authority through sharp thinking.

Each voice hits different. Together, they make an impact.

This isn't about everyone becoming an influencer.

It's about strategic voice distribution. 

It's about turning your team into your best growth channel. 

It's about actually showing up where your buyers are.

So if you're still treating LinkedIn like it's 2016... 
Still hiding your best people behind a logo... 
Still wondering why your "thought leadership" gets crickets...

Time to build an ecosystem.
Not a brand page.

What's your take - which voice is missing from your team's lineup?

Intellum

Intellum is the learning management system powering the world's leading education programs. We help large brands and fast-moving companies increase revenue, improve customer retention, and decrease support costs through external education.

I work with Intellum's largest enterprise customers to increase value for their organizations and ensure successful longterm partnerships.

Principal Strategic Relationship Manager

Leaderpath

We're a growing community of SaaS leaders sharing our experience on podcasts and with relevant brands.

In my capacity as a founding member, I assume a dual role within Leaderpath. I actively contribute to the development of thought leadership content in the area of Customer Success, while simultaneously spearheading the expansion of our Customer Success leadership network.

Co-Founder

Catalyst Software

Invited by CEO Edward Chiu and COO Kevin Chiu to participate in a private community of 100+ executives from CEOs, VPs of CS/Sales, CROs/CCOs, and more to discuss the future of revenue generation through a more cost-effective and powerful growth engine; your customers.

Customer-Led Growth (CLG) Advisor

Invited to be a Customer Success Coach for the Catalyst Coaching Corner, an application-based program that pairs people who are aspiring to become leaders in Customer Success or other post-sales functions, or who wish to elevate their career with experienced industry leaders for monthly coaching sessions. Apply here: https://catalyst.io/coaching-corner

Customer Success Coach

Kantata

Senior Director of Client Success

Director of Client Success, North America West and APAC

Mavenlink

Mavenlink changed its name to Kantata during my tenure there.

Sr. Client Success Manager

Smartsheet

As Product Marketing Manager at Smartsheet I was responsible for our Advisory Boards and Local User Groups.

I am passionate about the customer experience. I started my career at Smartsheet directly managing some of our largest accounts in Customer Success.  In my final position, I was able to focus on programs that utilized my passion for customers to channel their feedback into making the product better for all customers.

Senior Product Marketing Manager

- Hire, lead, train and motivate a team of high-performing Customer Success Managers
- Consistently outperform customer net retention metric targets
- Continuously improve processes and strategic approaches with customers

Manager of Customer Success Team

- Main point of contact for Smarsheet's largest strategic accounts
- Team lead for the strategic accounts Customer Success team
- Onboarding, training and customer enablement
- Achieved highest account growth in 2015

Senior Customer Success Manager (Strategic Accounts Team)

Customer Success Manager

Profit Recovery Partners

Project Management / Operations / Process Improvement / Staff Development / Client Relationship Management
Profit Recovery Partners, LLC (PRP) is a professional services firm that develops, implements and manages cost-reduction solutions for FORTUNE 1000 companies, law firms, private equity firms and private companies throughout North America. 
In my role, I was responsible for training and ongoing development of staff members and internal processes within my team. I also had ultimate responsibility for the success of client projects during the life of the PRP engagement and acted as a trusted adviser to clients. I accomplished this by establishing credibility early in relationships with clients while identifying and implementing cost savings initiatives. 
-	Main point of contact for C-level client relationships
-	Manage complex projects from inception through implementation across multiple high performing teams of industry experts and analysts
-	Formally present complex ideas to large and small audiences 
-	Hire, develop and motivate direct and indirectly reporting staff 
-	Responsible for revenue forecasting and monthly attainment of established targets
-	Champion of continual process improvements
-       Vendor negotiations for cost savings initiatives
-	Outsourced procurement/strategic sourcing for Fortune 1000 companies
-       Implemented and trained multiple departments on a new SaaS platform (Smartsheet) to drive internal efficiencies in Project Management and client deliverables

Manager - Consulting Services and Operations

Cleanworks

Sales Manager

Vanguard International

Sales Associate

Unitime International

Account Manager

Collaborative customer success executive who leads high-performing teams in creating a mindset that puts customers first and delivers results for the business. Provide proactive best practices, strategies and use cases throughout the customer lifecycle. Play a key role in developing customer behavior metrics, driving enhanced analytics and insights across the organization. Passionate about creating cultures where people thrive, technology is celebrated and businesses realize value.

I've spent my whole professional career working with customers.  I leverage my consulting, sales, and significant customer success background, to create win-win results from high-pressure customer scenarios.

I've led customer success teams from startup to hyper-growth phases, into the Enterprise (10,000+ licenses).  I've overseen scaling teams through initial team development to reorganizing by company size, industry vertical, and team member specialization.  I've owned teams across the US as well as abroad, including a shared success (offshore) team.  I've been responsible for CS teams that are solely focused on customer health and retention, as well as teams which carry quotas.

Customer Success may be the title of just one team within a SaaS company but in order to achieve its goals, the whole company must be committed to making customers successful.  In my roles, I've worked collaboratively with Product, Engineering, Sales, Marketing, Support, and many others to ensure the whole company understands the voice of the customer.  When the customer is understood, better decisions are made.

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Mikey H.

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taplio

The Battle

Mikey H.

Adam Smith

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);}Mikey H.'s LinkedIn Performance

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