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?

Helping sales teams convert prospects into champions and close more deals

Hi! My name is Danny Chu.

I'm a husband and dad.

I'm the cofounder of xo.capital, we buy and operate SaaS companies. Currently operating OnSched and Journey.io.

I'm also the VP Growth at RevBoss. We help founder-led businesses create a marketing engine that builds an audience and grows their business.

I love building businesses. 
I love solving problems. 
I love music.
I love golf. 

"Great founders maintain Zero Optionality. Not because they are crazy risk takers.  But because they just don’t see the huge risk.  They have no back-up plans.  They see The Future." --from a SaaStr article

Let's keep it going!

Danny Chu

I worked harder in 2025 than ever before and failed more than I won.

Not because I didn't put in the effort.

Because I put effort without consistency.

One of the funny ways I saw this play out:

I got 100-150 end-of-year deal emails from tools I tested or trialed.

Each one was something I was excited about at the time.

Each one represented a project or task I started but didn't follow through on consistently.

Here's my reflection on 2025:

Effort without consistency doesn't compound.

I can work 80-hour weeks and still lose ground if I'm not showing up to the same things repeatedly.

Consistency beats intensity every time.

So here's my 2026 focus:

Creating consistency of effort.

Not working harder. Not doing more.

Just showing up to the right things, repeatedly, without the gaps.

(btw - I feel like in the age of AI,  "effort" is hard to distinguish because every can happen so much "easier", but I do think consistency/discipline still has a human requirement)

I'm currently sitting in my bed with frozen corn on my crotch, recovering from a vasectomy, thinking through how I'm going to be more consistent, so more to come...

But what about you?

What's one thing you want to show up for consistently in 2026?

ps - my boys missed almost two months of gym and jujitsu at the end of 2025. Holidays, travel, illness. Two months off means relearning what they already knew. Turns out the same pattern holds true for me too.

pps - I was going to post a picture of the frozen corn, but I didn't want to go viral for something like that...

CEO at Journey.io // VP Growth at RevBoss // Co-founder at xo.capital

Before the EOY, I brought on Gab Bujold 💀, a product marketer, because Journey had 100s of weekly signups but an embarrassing free-to-paid conversion rate.

The initial data told a strange story:

84% direct traffic
85% new users
8-second average session
400+ signups monthly
Abysmal conversion rate

I thought we had an optimization problem.

We didn't.

High traffic + low conversion doesn't mean optimize harder.

It means you're attracting the wrong people.

We stopped trying to convert everyone and started to test use case-based positioning focused on teams that need to package complex documentation and resources into trackable, personalized presentations for their buyers.

The shift:

80% higher response rate
56% of qualified prospects explicitly seeking better ways to communicate complex value
Homepage outbound clicks jumped from 0.08% to 8.52%

Same traffic volume. Different message.

I had it backwards:

More traffic = more opportunity (nope)
Optimization = conversion (nope)
Horizontal positioning = broader appeal (nope)

You can't optimize your way out of unclear positioning.

Optimization only works when you know which direction to go.

Start-ups don't die from lack of traffic.

They die from scaling the wrong problem.

What actually works:

1. Test one use case at a time

Pick your ideal customer profile and build messaging around their specific workflow.

For us: Instead of focusing on more homepage copy testing, we are actually creating microsites (using Journey) to create use-case-based outbound campaigns.

2. Let unqualified prospects leave

Add clearer pricing tiers and feature limitations upfront.

Better to lose 100 wrong-fit signups than waste cycles on support tickets from people who'll never convert.

3. Run weekly message tests

Don't wait for perfect positioning.

Small tests compound fast.

The work is about building clarity.

BONUS: Once you've identified the right problem to solve, get the right help (ie. smarter humans than yourself to assist you on your journey).

If you're like me, after a delicious meal, the BEST feeling is when your friend or family member tells you that you have a big piece of lettuce stuck in your teeth.

There is always that initial jolt of embarrassment, annoyance, and frustration, but ultimately, I'm thankful that someone has my back.

What's a growth problem that you were stuck solving unsuccessfully? And if you were one of the lucky ones, how did you discover the solution?

I've bought and sold 3 Y-Combinator companies in 5 years. 2 we flipped for 2x+ in under 18 months. But I'm still figuring out the 3rd one. Here's why:

For the two we efficiently "flipped", we knew exactly who we were talking to.

The messaging felt clear because the pain was specific.

With Journey, I've been struggling.

We're getting 350 free trial signups per month. But they're the wrong audience, so I'm 1000% saying the wrong things.

I'm solving the same problem for completely different people.

And that makes finding your voice difficult when you don't know who you're speaking to.

I spent an hour with copywriter (shoutout to Justin Blackman) in December learning brand voice.

Here's what we explored:

#1 - Show, don't tell 

Justin watched my product demo and said, "That's what hooked me. Reading about it, I had no idea what you do."

I think he's right. I spent all of December building a website that shows the value (i think haha).

Takeaway: Your demo video might be more important than your headline. Record yourself explaining your product to a friend. Note when their eyes light up. That might be your hook, not the features you think matter.

#2 - Find the hidden motivator 

We kept circling back to "convenience and making someone's life 1% easier," Not features. Not ROI.

The real driver: "It makes you look like you actually care about the human on the other side."

Takeaway: Ask your best customers why they really chose you. The answer is rarely what you think. It's usually emotional, not rational.

#3 - Simplify your language 

We tested: "A simple page for sharing assets"

Not: "A microsite for collaborative content management"

This is still a WIP. I'm verbose by nature... so this is really something I'm working on.

Takeaway: Simple always wins. AI is really helpful with this, to be honest.

#4 - Position against the familiar 

"The Google Drive alternative that actually looks good"

"For when you're ready to graduate from attachments"

Don't explain what you are. Explain what you replace.

This one is also still a WIP because there is a reason why something is "familiar"... and I know how hard it is to displace familiarity.

Takeaway: People understand new things through comparison. What existing solution are you better than? Start there.

What I'm testing now:

> a website that does a lot more "show" vs. "tell."

> simple language...

> talking to all different types of people that use Journey to find where I could potentially land 

Definitely learning. 

What's your biggest messaging challenge right now?

ps - feel free to send me a message if you have feedback or drop it in the comments.

In the midst of growth questions about Journey, someone shared snippets of Mark Roberge's "The Science of Scaling" that gave me a big push.

1. Customer retention comes before revenue growth.

Everyone says "triple, triple, double, double." But 80% of Series A companies fail chasing that.

The real path: nail retention first, then scale.

At Journey, any momentum we built with revenue growth was met with an equal force of cancellations because it wasn't clear who we wanted to build for.

2. Product-market fit needs a number, not a feeling

"We have PMF" is usually a guess.

Better approach: Track if 70% of customers hit your success metric within 60 days (the infamous Stuart Butterfield, Slack story)

For us, that's buyers spending 3+ minutes exploring a journey and sharing it with their team.

3. Scale is a pace, not an event

Hiring 10 reps in January sounds aggressive. It's actually reckless.

Better: Hire 2 per month. Watch your metrics. Adjust.

If your leading indicators break, you've only made a 2-person mistake, not a 10-person one.

4. Do things that don't scale, longer than you think

Scalable processes come after you understand what actually drives retention.

The biggest shift for me: Stop optimizing for next quarter's revenue. Start optimizing for whether customers who sign up today will still be customers in 12 months.

That's the foundation I'm excited to build.

What's one growth assumption you've had to unlearn?

PS - here's the link to download the snippet of "The Science of Scaling": https://lnkd.in/eyt_EcUy

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The Battle

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