copost

In charge of all design issues related to copost.

Product Designer

sakod

In charge of all design issues related to SaaS products developed by Sakod.

linktime

In charge of all design issues related to linktime.

Frame-ux

Frame est un collectif d’UX/UI designers qui créé des produits tech. pour les startups, PMEs et ETIs. Nous nous spécialisons dans la conception de maquettes mobile, webapp, marketplace et site web.

Nous avons accompagné +20 clients en quelques mois. Notre mission est de créer le produit le plus adapté à vos utilisateurs/clients en répondant aux tendances du marché.

Une prestation clé-en-main depuis l’enquête utilisateur, rédaction des users stories, création des flows et conception des maquettes. Vos équipes de développement auront plus qu’à intégrer.

Réservez un appel de découverte pour créer votre (futur) produit : www.frame-ux.com

Co-fondateur

Watch Certificate™

Watch certificate is the digital passport that authenticates, certifies and insures all watches.

I joined the team to enhance their current product by reworking on existing UX based on users feedbacks, adding new features...

Freelance Product Designer

Bouygues Telecom

In charge of the Website design evolution for the Bouygues Telecom mobile brand called "Source Mobile".

Designer Web

Sonnar

Sonnar is the recruitment partner for high-growth companies.

I worked with Sonnar's team with the redesign of their website : www.sonnar.fr. From enhancing the graphic brand, wireframing to the integration on Webflow.

Fairlyne

Farlyne is a Resale-as-a-Service SaaS that delivers incremental revenue to the travel industry. Worked of their website redesigning : www.fairlyne.com.

Chef de projet & UX/UI Designer

The Poken Company

Pokmi is a marketplace that offers adult content in the form of NFT. Creators offer content and users can watch but also own the content.

In the middle of a pivot, I joined the team in the midst of restructuring and strategic change. Based on user feedback, we completely changed the UX of the platform by favoring a news feed and a mobile first version.

Origins

Origins is a VC firm backing legendary consumer founders with an unfair advantage from pre-seed to series A.

I worked with Origins' team with the redesign of their website : www.origins.fund. From enhancing the graphic brand, wireframing to the integration on Webflow.

Nathan, Product designer chez copost, on aide vos employés à devenir influent sur LinkedIn.

En parallèle, j'ai monté Frame-Ux, une agence en Webdesign, on a +40 entreprises accompagnés sur de la conception/refonte de site internet ( Youngdata, Bouygues Telecom, Brut., Origins, Dogami...)

- https://www.youngdata.io
- https://www.sonnar.fr
- https://www.origins.fund

Si tu veux échanger sur un sujet lié au SaaS , product design en général ou un projet de conception/refonte de site web.

Book un créneau avec moi :)

📩 Me contacter :

Réserver un échange 👉 https://app.lemcal.com/@nathan-frame-ux
M'écrire 👉 nathan@frame-ux.com | nathan@sakod.fr

Nathan Simula

Defne Gencler

Laurel Leaf

Laurel Leaf is a GTM-driven content agency for B2B SaaS and AI startups.

We close the gap between strategy and execution — delivering ICP research, messaging, and content strategy alongside full-funnel content that drives demand, enables sales, and builds your brand.

Senior-led, fast-moving, and embedded in your workflows, we're your strategic content marketing partner, without the overhead.

We’ve consistently 2-3x’d conversion rates for our clients, in addition to growing organic search traffic by 94% year-over-year for another client, with +31% time on site, +12% more interactions per session.

Founder & Managing Director

Google

- Advised marketing teams on engagement strategy for case studies, insights, and thought leadership articles on Think with Google Nordics/Benelux site
- Led the messaging strategy and production of various key Think with Google campaigns, including podcast episodes, Youtube video campaigns, social content, and thought leadership articles
- Created and oversaw execution of highest performing Think with Google social media assets to date during my tenure
- Scripted Think with Google YouTube ad with the lowest CPC for all Think with Google video ads
- Rallied and aligned stakeholders across teams on projects while managing expectations, timelines, and last-minute changes

Content and Engagement Lead

Fortune

- Produced and optimized editorial content for Fortune.com, managing publishing via WordPress and custom CMS tools
- Collaborated with in-house SEO team to align articles with search strategy and improve discoverability
- Identified UX and content gaps, driving recommendations to improve site experience and editorial workflows
- Audited digital assets and implemented CMS/HTML edits to ensure technical and visual consistency
- Reported on content performance and surfaced actionable insights to stakeholders to refine strategy and increase ROI

Digital Producer

Viacom

- Managed digital video content strategy and execution for VH1 and CMT websites and apps, across full episodes, highlights, bonus clips, and exclusives
- Delivered performance insights using key engagement metrics, helping shape editorial direction and platform prioritization
- Collaborated cross-functionally with Editorial, Video, and Engineering teams to manage production timelines and QA across platforms
- Owned project workflows in JIRA, tracking content requests, scheduling releases, and ensuring timely delivery across channels

Associate Producer

RR Donnelley

- Led content development and CMS management on key client account, ensuring consistency, quality, and on-brand execution
- Served as brand and messaging steward, maintaining editorial standards and optimizing content performance across platforms
- Partnered with distributed comms and marketing teams to align content strategy with broader GTM objectives and publishing cadence
- Oversaw social strategy and copywriting for RR Donnelley, driving engagement through consistent brand voice and strategic storytelling

Web Content Manager

Can't sell your product or service? My words turn copy into cash | Ex-Google

Most marketing teams face the same problem — and it’s killing their results.

I call it Message Misfire.

Your teams speak different languages. 
Your assets don't reflect your full value.
But you can't figure out quite how to bring your message to life.

Agencies and freelancers can help you either strategize or execute.

But they can't do both. 

At Laurel Leaf, we bring strategists and senior writers to the table from day one.

We can help you figure out what your message needs to be...
And bring it to life on different channels tied to your biggest GTM priorities...
While increasing traffic, interest, and conversions.

Previously, we've helped clients:

- 3x conversion rates
- Grow organic search traffic by 94% YoY
- Increase time on site (+31%) and engagement (+12%)

If you're tired of dealing with Message Misfire, let’s fix that: https://calendly.com/laurelleaf/projects

Founder

The Laurel Leaf team going home after 2 amazing days in London.

So great to meet clients, partners, and collaborators in person. 

Special shouts to:

The Dragonfly team for inviting us to their launch party. Exciting things ahead Sean King and Sven Sabas 🤩

Ben Hammond - so great to finally meet after a big collaboration this summer with more to come 🥳

And Elenor Hodgson - eventually all paths crossed on LinkedIn meet in person too 🫶🏼

And big thanks to Caitlin McCarthy for repping the Laurel Leaf team with me! 🌿

Defne Gencler 

Positioning, Messaging, and Content for B2B Tech Marketers

No alternative text description for this image

Breaking news: AI expected to create millions of copywriting jobs by 2027. 

It's about to be a bloodbath.

Someone recently assumed I must be “really tech-y” because I work with so many B2B tech and AI companies.

I had to laugh because I’m actually not a that "tech-y." 
At least in the classical sense.

I didn’t study computer science.
I did try a code academy class (didn't get crazy far 😅) 
And I definitely don’t geek out over infrastructure diagrams.

My background is a weird mix of:

Philosophy, politics, anthropology, creative writing, TV writing, acting — anything that helped me understand people and how they make meaning.

And funny enough, that is exactly why my agency and I work so well with tech companies.

Because buyers don’t make decisions based on features or frameworks.

They make decisions based on a narrative that helps them make sense of their world... And where your product fits into it.

My real job isn’t being “technical.”

My job is to listen, learn fast, extract the signal, and turn complexity into a narrative that lands.

And in an industry that loves jargon and complexity, sometimes the most valuable person in the room…

is the one who can explain things so a human actually cares.

2010 to 2025 was the era of white bread content.

We flooded the internet with shallow articles, generic how to’s, and surface level listicles.

No POV or expertise. Basically a dictionary could have spat it out. 

And for a while t worked.

You could rank with commodity SEO.
You could win by publishing more than your competitors.
You could survive on content carbs alone.

2025 and beyond: that game is finished.

AI ate the top of the funnel.
Everyone can make something that “looks” good now.
So the bar's gone way up because the cost of creation has gone way down.

Top of funnel still matters.
But it is no longer enough.

Teams are shifting their energy into bottom of funnel content. The kind that helps buyers make confident decisions instead of filling the internet with more noise.

That means things like:

• Case studies that don’t read like press releases
• How it works explainers that connect your product to real needs
• Point of view pieces that prove you understand the problem better than anyone else

We just wrote a deep dive on this… why BOFU content is becoming the real growth engine and how to build it the right way.

Link in the comments.

If you’re a founder trying to land your next big customer, stop building your product.

I know it feels backwards.

But most founders don’t have a product problem. 
In fact, they've gotten to where they are because they have a great product. 

The main thing holding them back is actually the messaging. 

If buyers can’t instantly understand your value, your product is effectively incomplete.

Take it from me. 

Last year, I was struggling to help prospects understand the value of what we did. 

This year, I put my head down and got clear on our positioning & messaging strategy -- without changing our product THAT much. 

And managed to grow our revenue by nearly 60%. 

Messaging isn't something you fix after you land the next deal.
It's something you fix so you CAN land the next deal.

A marketing leader stopped me on a call last week and said: “Wait, you go this deep before you write anything?”

She was shocked at how much strategic GTM work happens before we work on website copy or ongoing content marketing campaigns.

And I loved her reaction. 

Because it hits at the exact issue in B2B marketing that I'm trying to resolve today. 
 
Bc here's the god's honest truth:

You can’t create effective content until you deeply understand the GTM engine it needs to support.

Here’s why we insist on doing this work up front:

🌿 Messaging isn’t a garnish  it’s the architecture.
Without a clear narrative, you end up with 27 disconnected “topics,” none of which actually move buyers.

🌿 Content is downstream of ICP clarity.
If you don’t know who you’re talking to (and who you aren’t), every asset becomes generic and forgettable.

🌿 Your entire funnel needs to have a cohesive story.
If they don’t, your buyer feels it immediately — and conversions suffer.

🌿 The story shapes the formats, not the other way around.
You don’t start by deciding to write a blog.
You start by understanding the narrative your market actually needs to hear (and where they listen.)

This is why our first weeks with a client aren’t about output.

They’re about alignment. Message mapping. ICP nuance. Objection patterns. Founder POV. Buyer context.

(And yes — sometimes that surprises people.)

But once that foundation is in place, the content engine turns on fast — and every asset hits harder because it connects back to a clear, defensible story.

If there’s one thing I’ve learned this year, it’s this:

High-performing content is really just high-fidelity strategy expressed through writing.

And until companies treat it that way, they’ll keep wondering why their content isn’t converting.

What separates messaging that sounds good from messaging that actually gets people to buy?

We saw it with a client in the energy and utilities space. They offered so many services that listing them all on the website would have overwhelmed anyone.

But the issue wasn't just that this list was long.

It was that a simple list of services didn't match the way their customers thought about their problems.

So we took another approach.

We looked at which services solved which problems and which outcomes they actually drove.

Then we started spotting patterns and consistencies.

From there we created groups of related services and built umbrellas around the way buyers actually think about their needs. The services sat underneath. 

And once we aligned the messaging and the subsequent website content to how their buyers actually moved through decisions, things shifted fast.

Buyers finally understood how each solution fit into the problems they were trying to solve.

Deals moved faster because the messaging was not just descriptive. It was built around how people think.

And that is the part most teams miss.

Messaging is not a catalog.

It's a system for creating shared understanding so customers feel confident taking the next step.

Customer research is the most crucial investment you can make to stop wasting budget on campaigns that are doomed to fail.

"Our global brand guidelines just aren't resonating in our region."

This was the challenge a prospective client brought to me recently. Their one-size-fits-all messaging was falling flat in a key local market.

And it's a problem I'm seeing more and more.

Companies are realizing they can't operate on assumptions anymore.

Another prospect, a major health tech company, faced a similar issue. They were losing a key segment. And to win them back, they knew they couldn't just show up. They needed a tailored messaging strategy fueled by actual insights.

The lesson is clear: Research isn't a cost center; it's the engine for growth.
You can't create demand if you don't understand what your audience truly values, in their own words, within their own market context.

Before you launch another campaign, ask yourself:

- Are we validating our ICPs before we assume who they are?
- Is our messaging based on customer interviews or internal workshops?
- Are we speaking their language, or just translating our thoughts?

Investing in this upfront saves you from wasting budget on campaigns that never had a chance.

"How many articles will I get per month?" is the wrong question. Here's the one you should be asking your content team.

With AI, the pressure to churn out content has intensified. The temptation is to say "yes" to 10 articles a week.

I was on a call with an SEO expert last week, and he said something that stuck with me: "I have no desire to just be a yes man."

That's it. That's the whole game.

Being a strategic partner means pushing back on the obsession with volume and focusing on what actually moves the needle. Because in the AI era, more is not better. Better is better.

Producing high volumes of low-quality content doesn't just fall flat, but can actively harm your brand.

Here's how we prioritize quality over quantity:

1. Trust > Traffic: Thoughtful, expert-driven content builds authority. AI-generated fluff erodes it. Your audience can tell the difference.

2. Strategy over Speed: One well-researched, bottom-of-funnel article that addresses a key pain point is worth more than 10 generic top-of-funnel posts these days.

3. Refresh > Recreate: Sometimes the best move isn't creating a new article, but updating an existing one that's already got some traction.

So before you commit to that content calendar, ask yourself: Are we creating value or just filling space?

What's your take? Are you team volume or team value?

Is there something inherently cringy about the term "thought leadership?" 

Yesterday I was chatting with a longtime client (and at this point, friend of mine) when he said he wants to do some thought leadership on LinkedIn.

But without the cringey shouting into the void bit.

Which I get. 

But everyone knows the REAL definition of thought leadership means: 

- Sharing your hard-earned insights 
- Presenting them in an interesting way
- And sparking genuine conversations 

And when I reiterated that, he nodded. 

So my question is: If we all know true "thought leadership" means the above, then why are we still so averse to the term? 

I think there's something about that particular order of words that makes people cringe and I get why. 

But I personally can't think of any better alternatives at this point. 
What do you guys think?

Every marketer wants to embed AI into their processes. Few want to think about the marketing fundamentals first.

The more “AI-powered” becomes table stakes, the more the basics matter.

Everyone’s building AI-driven features or processes. Some for better, some for worse.

But if your product doesn’t solve a real problem or create a clear outcome, “AI-powered” won’t save you.

Especially if you can’t communicate those things in the first place.

Even at Laurel Leaf, we’re embedding AI agents into our content workflows.
But that came after years of:

💡 figuring out what problems we solve and why clients choose us
 🧩 refining our messaging & processes until they were second nature
 🔥 (and a few f*ckups along the way 😅)

Only now are we getting close to being an “AI-supported” agency. Not just one that uses AI for the sake of it.

PS: If you want to help get your messaging & processes clear and then figure out where AI can help you in your content program, send me a DM. Happy to help you figure it out.

If you're exhausted building a multi channel distribution strategy, you're not doing anything wrong. You just never had a system built for coherence.

Here's a cleaner way to build a multi channel presence 
(without burning out).

→ Align on a core messaging strategy
Get clear on the narrative you want to reinforce.
Tailor it for each ICP or region if you've scaled.

→ Create your hero piece
This is your source of truth.
Fill it with your unique insights, POV, and proof.
AI can’t invent your expertise. It can only extend it.

→ Build your repurposing workflows
Set up an agent or system that reshapes the hero piece into channel native posts, emails, scripts, or assets. Same message. Different shape. Right format.

When you do this, everything feels lighter.

Your channels finally stay aligned.
Your audience trusts you wherever they find you.
Your team moves faster because no one is reinventing the story every week.

PS: If you want help setting this up, this is exactly what we’re building at Laurel Leaf. We’re obsessed with helping teams stay coherent across every channel without adding more work to their plates.

taplio

The Battle

Nathan Simula

Defne Gencler

Followers

Posts

Engagements

Likes

Performance ScoreDefne Gencler's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Nathan Simula

Defne Gencler

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);}Defne Gencler's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreDefne Gencler's LinkedIn Performance