Generic GTM is dead → Go to my featured section for actionable GTM insights and elevate your marketing game 🔥| Co-Founder of TACK | Creating the category of People-first GTM 👥| 13+ Years in B2B Marketing 📈

I help B2B companies build go-to-market strategies that prioritize real connection because relationships, not just reach, drive growth.

After 14 years in B2B marketing, I’ve led field marketing, demand gen, community, and influencer programs. I know what works, what doesn’t, and what’s changed.

Too many companies still treat buyers like leads. That’s not how modern GTM works.

I’ve helped 35+ B2B brands shift from transactional tactics to connection-driven growth, building scalable strategies, launching communities, running 30+ webinars, and rolling out on-demand models that replaced bloated in-house teams.

Today, I work directly with brands, founders, and marketers to build go-to-market engines that scale—without the spam.

What I do:
→ Build integrated campaign strategies that drive pipeline
→ Coach creators and brands on influencer marketing
→ Design community-led and field programs that actually work
→ Speak on GTM, content, and creator-led growth
→ Act as a fractional marketing leader or advisor

📚 Author of B2B Influencer Marketing: Work With Creators to Generate Authentic and Effective Marketing (Kogan Page, 2025)

👋 Let’s work together: DM me or visit https://linktr.ee/NickBMarketing

Nick Bennett

In March, I walked away from TACK.

A 7-figure business I co-founded. We crossed a million in revenue in our first 6 months together. I'd never seen anything like it in my life.

I also learned that revenue does not equal pay. Different lesson for a different post.

35+ clients. A book. A community. Two incredible years with Mark.

And honestly? I had no idea if going solo would work.

Everyone has opinions when you make a move like that. Some people thought I was crazy. Some thought I'd be back in a "real job" within 6 months. A few just asked why I'd leave something that was working.

Here's what actually happened:

I had my best year ever.

Not because I scaled. Not because I hired a team. Not because I built an agency.

Because I stayed small on purpose.

9 months in, here's what I learned:

𝟭. 𝗕𝗲𝘁𝘁𝗶𝗻𝗴 𝗼𝗻 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗶𝘀 𝘁𝗲𝗿𝗿𝗶𝗳𝘆𝗶𝗻𝗴 𝘂𝗻𝘁𝗶𝗹 𝗶𝘁 𝗶𝘀𝗻'𝘁.

The first few months were weird. No co-founder to bounce ideas off. No team Slack. Just me, my laptop, and a lot of "what the hell am I doing?"

But then clients started coming. Referrals picked up. And somewhere around month 2, I stopped holding my breath.

𝟮. 𝗦𝗺𝗮𝗹𝗹 𝗶𝘀 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆, 𝗻𝗼𝘁 𝗮 𝘀𝘁𝗲𝗽𝗽𝗶𝗻𝗴 𝘀𝘁𝗼𝗻𝗲.

I don't want 10 employees. I don't want an office. I want to do great work with a handful of companies I actually believe in.

That's not a limitation. That's the whole point.

𝟯. 𝗧𝗵𝗲 𝗣&𝗟 𝗱𝗼𝗲𝘀𝗻'𝘁 𝘁𝗲𝗹𝗹 𝘁𝗵𝗲 𝘄𝗵𝗼𝗹𝗲 𝘀𝘁𝗼𝗿𝘆.

Yeah, the numbers worked. Better than I expected, honestly.

But the real win? I end my day every day at 4pm. I make it to school pickup. I watched my three daughters grow up instead of watching Slack notifications pile up.

That's the ROI nobody puts in a spreadsheet.

𝟰. 𝗬𝗼𝘂 𝗱𝗼𝗻'𝘁 𝗻𝗲𝗲𝗱 𝗽𝗲𝗿𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝘁𝗼 𝗿𝗲𝗶𝗻𝘃𝗲𝗻𝘁 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳.

I spent 15+ years building a career in B2B marketing. Then I co-founded something. Then I walked away from it.

None of those chapters required anyone's approval. Neither does yours.

𝗧𝗵𝗲 𝗯𝗿𝘂𝘁𝗮𝗹 𝘁𝗿𝘂𝘁𝗵?

Going solo isn't for everyone. Some months are lonely. Some weeks are slow. And there's no one else to blame when things don't work.

But for me? This was the move.

If you're sitting on the fence about betting on yourself, here's what I'd tell you:

You probably already know the answer. You're just scared to admit it.

I was too.

What's holding you back from making your move?

15+ Year B2B Marketing Leader Turned Founder | ABM, Field Marketing & Events, Influencer Marketing & More | DM Me to Learn More

When I was coming up as a marketer, I had nobody to ask.

No mentor. No network. Just Google and a lot of guessing.

I figured it out eventually. But it took way longer than it should have.

Now I get DMs every week from marketers asking for advice. And I love it. But I can't get to everyone.

So I'm trying something new.

Every week, I'll answer a few marketing questions that are submitted. 1:1. Free. No calls. No pitch. No catch.

Whether you're a first-time marketing hire trying to figure out ABM or a CMO wondering why your pipeline dried up, I'll do my best to help.

This platform gave me everything. The clients. The community. The career I have now.

Time to give some of it back.

Drop your question here → https://lnkd.in/eqPW4MD5

I'll tackle as many as I can each week.

Let's see how this goes.

80% of your event ROI happens before your flight takes off.

Most teams obsess over what happens at the event. The booth. The swag. The badge scans.

We obsess over what happens before.

The single most underestimated step? Getting the prior year's attendee list.

No list = No leverage.

That list is how we filter by ICP, pre-book meetings, and personalize every message. Without it, you're just showing up and hoping.

Here's exactly how we run it:

𝟰-𝟲 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁:
Before you sponsor anything, ask for a sample of last year's attendee list. This is your filter...if the list doesn't match your ICP, don't waste the budget.

Once you have the full list, build a simple GPT to cross-reference it against your target accounts. It'll score ICP fit, flag priority titles, and surface insights in minutes. No more spreadsheet hell.

𝟮 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁:
Send a gift. As a former field/event marketer, I always like going with a spa voucher with a note: "Events are exhausting. Here's something on us to enjoy after."

It's not about the gift. It's about showing you get it before you've even met.

𝟭 𝘄𝗲𝗲𝗸 𝗼𝘂𝘁:
Follow up with specific time slots. "I'll be at [Event]. Free Tuesday 10am or Wednesday 2pm. Where works for you?"

𝗧𝗵𝗲 𝗱𝗮𝘆 𝗼𝗳:
Skip the booth. Your job is the meetings you already booked.

At a recent MarTech event, we ignored the booth entirely.

Instead:
→ Asked for a sample attendee list before sponsoring
→ Used a GPT to cross-reference against our target accounts
→ Pre-booked 13 meetings with ICP-fit prospects
→ Sent gifts the week before
→ Co-hosted a dinner with another vendor
→ Walked away with 3 new pipeline deals

Meanwhile, the booths around us were scanning badges and giving out frisbees.

Our numbers across events:
• 50-60% response rate pre-event
• Near 100% attendance to booked meetings
• 10+ meetings before we land
• 4-5 new opps added to pipeline per event

And that's before follow-up even kicks in.

The brutal truth?

Most teams treat events like lead gen. We treat them like relationship acceleration.

The ROI isn't in the booth. It's in the prep.

What's your pre-event playbook look like?

Just chatted with an Event Marketer that spent ~$300k on events & conferences in 2025. I had to ask them which one's performed best 👇

"Well, my boss would probably get mad at me for saying this, but we go by gut feeling.
If our sales reps say it went well, we kind of just trust them lol."

I've watched this play out at dozens of companies. Same story.

Team flies to a conference. Scans 200 badges. Dumps them into the CRM. Moves on. Three months later someone asks what pipeline came from that ~$300K spend.

Crickets.

Not because events don't work. Because the data never made it anywhere useful. Here's what breaks every time:

The badge scanner.

You get a name. Maybe a company. A wrong email & phone number. No context. No notes. No way to remember why they mattered.

The CRM black hole.

Leads sit in a spreadsheet for a week. Half get tagged wrong. Half don't make ever make it to the CRM.

The follow-up gap.

By the time sales reaches out, the prospect forgets who you are & they end up going with a competitor. 10 days of silence will do that.

Your event ROI problem isn't an event problem. It's an attribution problem.

Been using Popl. It changed how I think about this entirely.

Scan a badge or business card with a full name & company. Then it enriches the contact automatically. Tags the lead for attribution. Pushes to your CRM with notes.
Sends the follow-up while you're still on the floor.

Every event marketer I show Popl to says the same thing. Where has this been?

The gap was never the event. It was everything between the handshake and the CRM.

Fix that and suddenly you have ROl you can actually point to.

What's your biggest event attribution headache?

Tomorrow I turn 39.

One year from "I'm in my 40s" and I'm not ready.

Before I disappear (birthday + NFL playoffs = zero LinkedIn), 39 things I've learned:

𝗖𝗮𝗿𝗲𝗲𝗿:
1. Revenue ≠ pay.
2. Build your network before you need it.
3. People remember how you made them feel, not your title.
4. Titles are rented. Skills are owned.
5. Most meetings should've been emails.
6. You don't need permission to reinvent yourself.
7. Small on purpose beats big by accident.
8. LinkedIn gave me everything.
9. Betting on yourself is terrifying until it isn't.
10. The people who helped me most asked for nothing.
11. Say yes to things that scare you.
12. The loneliness of solo work is real. So is the freedom.
13. Your career is a marathon with a few sprints that matter.

𝗟𝗶𝗳𝗲:
14. Your kids don't care about revenue. They care if you showed up.
15. Health is the asset nobody talks about until it's gone.
16. Sleep won. I stopped fighting it.
17. The friends who stay when things suck are the only ones that matter.
18. Time is the only thing you can't make more of.
19. Therapy isn't weakness. It's maintenance.
20. Your 20s: figure out what you don't want. 30s: build what you do.
21. Saying no is a skill.
22. Nobody thinks about you as much as you think.

𝗥𝗮𝗻𝗱𝗼𝗺:
23. Coffee is non-negotiable.
24. Never trust someone who doesn't like dogs.
25. NFL playoffs AND Pats are back? Rough few years since Brady. This one hits different.
26. Marry someone who makes you laugh.
27. Best ideas come in the shower.
28. Stop comparing your chapter 3 to someone's chapter 20.
29. Your gut beats most spreadsheets.

𝗙𝘂𝗻𝗻𝘆:
30. I peaked athletically at 17.
31. Hangovers after 35 are a 2-day event.
32. Still don't understand TikTok.
33. Fantasy football causes more stress than most jobs.
34. Dad jokes are mandatory once you have kids.
35. 39 feels like 38. The math isn't mathing.
36. Youth sports cost more than my first car.
37. 9pm is basically midnight now.
38. I've accepted I'll never fold a fitted sheet correctly.
39. 40 is just a number. A terrifying one. But still just a number.

Go Pats! See you Monday.

Chaos tolerance is an underrated skill that only shows up when things break.

I hired someone once with a perfectly linear career path. Great resume. Steady climb. No gaps.

First time a campaign flopped? They froze.

Couldn't pivot. Couldn't adapt. Just stared at the data like it personally betrayed them.

Meanwhile, the person with three failed startups on their resume? They just shrugged and said "okay, what's next?"

Same problem. Completely different response.

The brutal truth?

Resumes don't tell you how someone handles chaos. They tell you how someone handles success.

And success is easy. Anyone can look good when things are working.

But when the campaign tanks. When the launch flops. When the plan falls apart at 3pm on a Friday.

That's when you find out who you actually hired.

I've stopped looking for perfect trajectories. Now I look for scar tissue.

The person who's been through it. Who's failed publicly. Who knows what it feels like to rebuild from nothing.

Because that person? They don't panic when things break.

They've already been there. They know the way out.

Your next hire's biggest red flag might be a resume with no failures on it.

What's the most underrated skill you look for when hiring?

In my last post, I said revenue doesn't equal pay.

A lot of you asked what I meant.

So here are 9 things I've learned running a solo business that nobody tells you until you're in it.

𝟭. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 ≠ 𝗽𝗮𝘆.

You can invoice $50K in a month and take home way less. Taxes. Software. Contractors. That big month shrinks fast.

The flip side? I run at insane margins now because I have almost zero overhead. No office. No employees. Barely any software.

From April to December 2025, I spent $550 total on business expenses. Five hundred and fifty dollars. I use what my clients have when working with them versus needing my own stuff. I don't even have a CRM haha. 

That changes everything.

𝟮. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 ≠ 𝗺𝗮𝗿𝗴𝗶𝗻.

With Mark, we hit $100K-$150k months sometimes. Still felt stretched thin. Growth adds complexity. More clients = more deadlines, more deliverables, more stress.

Bigger isn't always better. Sometimes it's just bigger.

𝟯. 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗶𝘀 𝗺𝘆 𝘄𝗲𝗯𝘀𝗶𝘁𝗲.

I don't have a website. Not joking. No landing page. No funnel. No email sequence.

Just this platform. Six years of showing up here. That's it. Oh, and a Linktree, I guess.

𝟰. 𝗭𝗲𝗿𝗼 𝗼𝘂𝘁𝗯𝗼𝘂𝗻𝗱. 𝗘𝘃𝗲𝗿.

I've never sent a cold email. Never ran ads. Never hired a BDR.

Inbound just finds its way to me. That's not luck. That's 6 years of compounding. Showing up when nobody was watching so I don't have to chase when it matters.

𝟱. 𝗧𝗵𝗲 𝗹𝗼𝗻𝗲𝗹𝗶𝗻𝗲𝘀𝘀 𝗶𝘀 𝗿𝗲𝗮𝗹.

No one to riff with. No one to blame. No one to celebrate the small wins with.

I miss having a partner to bounce ideas off. Some weeks are just quiet.

𝟲. 𝗬𝗼𝘂 𝘀𝗰𝗮𝗹𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂'𝗿𝗲 𝘀𝗲𝗹𝗹𝗶𝗻𝗴.

Inbound exploded before I had systems. I was taking money and figuring it out live.

Great for speed. Terrible for sanity.

𝟳. 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 ≠ 𝘀𝘁𝗶𝗹𝗹𝗻𝗲𝘀𝘀.

Even when things are going well, it's hard to sit still. There's always another idea. Another project. Another thing to chase.

Learning to enjoy the win is harder than getting the win.

𝟴. 𝗡𝗼 𝗼𝗻𝗲 𝗰𝗮𝗿𝗲𝘀 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗻𝘂𝗺𝗯𝗲𝗿.

People ask how's business and expect a number. But the number doesn't tell them if you're happy. If you're present for your kids. If you're burning out.

The life you build matters more than the number you hit.

𝟵. 𝗧𝗵𝗲 𝗳𝗿𝗲𝗲𝗱𝗼𝗺 𝗶𝘀 𝘄𝗼𝗿𝘁𝗵 𝗶𝘁.

All of the above is true. And I'd still choose this every time.

I end my day at 4pm. I make school pickup earlier if needed. I work with people I actually like.

That's the ROI nobody puts in a pitch deck.

𝗧𝗵𝗲 𝗯𝗿𝘂𝘁𝗮𝗹 𝘁𝗿𝘂𝘁𝗵?

Running solo isn't passive income and laptop lifestyle. It's real work with real tradeoffs.

But if you design it right, it's the best job you'll ever have.

What's the one thing about running your own thing that surprised you most?

Most pre-event playbooks assume you have an attendee list.

You don't.

Unless you're a sponsor or exhibitor, nobody's handing you a spreadsheet of who's coming. So you build it yourself.

Here's exactly how:

𝗦𝘁𝗲𝗽 𝟭: 𝗕𝘂𝗶𝗹𝗱 𝘆𝗼𝘂𝗿 𝗹𝗶𝘀𝘁 (𝟯 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁)

→ LinkedIn search "[Event name]" and filter by your ICP titles. People post "see you at [conference]!" constantly.
→ Check the speaker list and sponsor list. Those companies are definitely sending people.
→ Search the event hashtag on LinkedIn and X.
→ Look for an event Slack or community app where attendees introduce themselves.
→ Ask your sales team who they want to meet.
→ DM 5 people in your network: "Who else is going to X?"

Target 20-30 people. Not 500.

𝗦𝘁𝗲𝗽 𝟮: 𝗦𝗲𝗻𝗱 𝘁𝗵𝗲 𝗴𝗶𝗳𝘁 (𝟮 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁)

$25 coffee card. That's it.

Message:
"Hey [Name], saw you're heading to [Event]. I'll be there too. Would love to buy you a coffee and hear how you're thinking about [specific challenge]. No pitch. Just a conversation."

Coffee cards, DoorDash, lunch vouchers. Small and useful wins.

𝗦𝘁𝗲𝗽 𝟯: 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 (𝟭 𝘄𝗲𝗲𝗸 𝗼𝘂𝘁)

Short message with 2-3 specific time slots:
"Still on for [Event]? I'm free Tuesday 10am or Wednesday 2pm. Happy to meet wherever works."

No response? One more nudge 3 days before. Then stop.

𝗦𝘁𝗲𝗽 𝟰: 𝗦𝗵𝗼𝘄 𝘂𝗽 (𝗗𝗮𝘆 𝗼𝗳)

Skip the booth. Your job is the meetings you already booked.

𝗦𝘁𝗲𝗽 𝟱: 𝗖𝗹𝗼𝘀𝗲 𝘁𝗵𝗲 𝗹𝗼𝗼𝗽 (𝗗𝗮𝘆 𝗮𝗳𝘁𝗲𝗿)

People who showed: Thank-you note + next step.
People who didn't: "Sorry we missed each other. Here's a coffee on me anyway."

That second group converts more than you'd think.

Total cost: ~$500
Meetings booked: 15-20
Pipeline created: More than most $50K booths.

What's your pre-event play?

Yesterday I mentioned using a GPT to cross-reference event attendee lists against target accounts.

A bunch of you DM'd asking how.

Here's the exact setup. Copy it.

𝗦𝘁𝗲𝗽 𝟭: 𝗚𝗲𝘁 𝘆𝗼𝘂𝗿 𝗱𝗮𝘁𝗮 𝗿𝗲𝗮𝗱𝘆

You need two CSVs:
→ Attendee list (name, title, company minimum)
→ Target account list (company name, tier, target titles)

Clean both first. Standardize company names (Salesforce vs Salesforce.com will break matching). 10 minutes here saves hours later.

𝗦𝘁𝗲𝗽 𝟮: 𝗕𝘂𝗶𝗹𝗱 𝘁𝗵𝗲 𝗚𝗣𝗧

Go to ChatGPT → Explore GPTs → Create.

In the instructions, paste this:

---
You are an event prospecting assistant. When I upload an attendee list and target account list:

1. Match attendees to target accounts by company name (fuzzy match for "Inc" vs "Inc.")

2. Score ICP fit (1-5):
   - Title: C-suite = 5, VP = 4, Director = 3, Manager = 2, IC = 1
   - Department: Marketing/Sales/RevOps = 5, Ops/Finance = 3, unrelated = 1
   - Account tier: Tier 1 = +1, Tier 2 = +0, Tier 3 = -1

3. Flag priority contacts (4+) with ⭐

4. Output: Name | Company | Title | ICP Score | Priority Flag

5. Summarize: Total matches, priority contacts, recommended outreach order
---

𝗦𝘁𝗲𝗽 𝟯: 𝗖𝘂𝘀𝘁𝗼𝗺𝗶𝘇𝗲 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗹𝗱

Selling to engineering? Swap department relevance:
→ Engineering/Product = 5, DevOps = 4, IT = 3

Enterprise only? Add:
→ "Exclude companies under 500 employees"

The GPT is only as smart as the criteria you give it.

𝗦𝘁𝗲𝗽 𝟰: 𝗥𝘂𝗻 𝗶𝘁

Upload both files. Ranked list in under a minute.

Pro tip — ask follow-ups:
→ "Which Tier 1 accounts have no attendees?"
→ "Who should I prioritize if I can only meet 10 people?"

𝗦𝘁𝗲𝗽 𝟱: 𝗔𝗰𝘁 𝗼𝗻 𝗶𝘁

4s and 5s: Gifts + personalized outreach. Book before you land.
3s: Add to nurture. Don't force it.
1s and 2s: Skip entirely.

20 minutes to set up once. 2 minutes per event after.

What's your ICP criteria? Drop it below and I'll tell you how to tweak the prompt.

Your CRM is misleading you.

Not maliciously. Just slowly. One outdated email at a time.

I've seen it happen at every company I've worked with. You build a beautiful segment. Launch a campaign. Get excited about the targeting.

Then 6 months later you realize half those contacts have changed jobs. A quarter have duplicate records. And your attribution is telling you stories that aren't true.

The worst part? You don't even know it's happening.

This is what CRM data decay actually looks like for marketing:

𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 𝗱𝗿𝗶𝗳𝘁.
That ICP segment you built last year? It's not the same people anymore. Titles changed. Companies merged. People moved. But your CRM still thinks they're the same contacts.

𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗴𝗲𝘁𝘀 𝗺𝗲𝘀𝘀𝘆.
When one person has 3 records in your CRM, which one gets credit? All of them? None of them? You're making decisions based on data that's fundamentally broken.

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝘁𝗮𝗿𝗴𝗲𝘁 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝗽𝗲𝗼𝗽𝗹𝗲.
You think you're reaching decision makers. You're actually emailing people who left months ago. And nobody flags it because the emails don't hard bounce.

The brutal truth?

Manual cleanup projects don't fix this. They just hit pause on the problem.

You clean everything up. Feel great for a month. Then the decay starts again. Because every new tool, every enrichment source, every signal layer you add creates duplicates, conflicts, and more mess.

The answer isn't more rules. It's a different approach entirely.

You need an identity layer that sits outside your CRM. One that continuously resolves who someone actually is. Merges the duplicates. Verifies the emails. Treats your CRM as context, not the source of truth.

It's one of the reasons I've been spending time in Common Room lately. Open any contact and you see multiple CRM records rolled into one person. Verified emails. Merged identities. It changes how you think about routing, outreach, and trust.

Because if your data isn't trustworthy, everything else breaks.

Before workflows. Before AI. Before scale.

How are you handling CRM data decay on your team?

#CommonRoomPartner

Most B2B influencer programs fail because they chase attention.

What should you do instead?

Pursue trust.

At the DemandShift Summit, I’ll break down 5 Steps to Build Pipeline with B2B Influencers.

It’s the exact framework I’ve used to build programs that turn creator partnerships into actual revenue.

You don’t need more reach. You need the right people saying the right things to the right audience.

Grateful to Logan Lyles for inviting me to share this.  Hope to see you there.

To make that happen, just grab the link in the first comment down below.

Transforming executive expertise into synchronized, searchable presence | Brand & AI Visibility Strategy Leader | GTM Advisor | Speaker | Author, Theatre of the Mind | Founder @ The Borden Group

Visibility isn’t luck — it’s strategy.
I build visible leaders and trusted brands that drive credibility, opportunity, and growth.

Hi, I’m Melanie. Not too long ago, everyone around me was losing their job, and I didn’t know where I’d turn if I lost mine.  So, I turned online. 

I've been recognized on Favikon’s Top 200 LinkedIn Creator List and Sales Intel’s Top 300 Women Making an Impact in B2B SaaS. Seen in places like Entrepreneur, LA Weekly, New York City Biz List, New York Weekly, and The Wall Street Journal. 

I’d spent years in sales and marketing building for tech companies, retail brands, and high-growth startups, so I leveraged those same frameworks to build my own. It worked. 

I grew my visibility, reach, and revenue — and discovered that building an executive brand isn’t about vanity. 

I help founders and executives turn real expertise into searchable, trusted authority by structuring their thinking so it’s understood by both people and AI.

I partner with executives, founders, nonprofits, and leadership teams across industries — from emerging tech to investor-backed enterprises — to build executive visibility systems that generate measurable business outcomes. 

What we do at The Borden Group goes beyond ghostwriting or positioning. It’s a full-scale visibility and go-to-market strategy — grounded in lived experience — that combines strategy, creative, and execution.

Today, visibility is decided by both people and machines. I integrate an AI-first layer into every engagement so your expertise is findable wherever decisions start. We partner best with teams ready to move fast, stay consistent, and translate brand presence into pipeline results. 

Our work helps leaders and organizations:

-Generate new pipelines & accelerate go-to-market traction
-Amplify executive visibility across tech & business media
-Create credibility that supports board seats & advisory roles
-Launch books that open doors to authority & revenue
-Scale internal marketing & content systems
-Unlock new revenue streams tied to business growth

If you’re a founder, operator, or investor ready to grow your company and your credibility, let's connect. 

My book, Theatre of the Mind, is a playbook for leaders navigating mindset, visibility, and influence.→  Link to order in featured section. 

Connect with me here or at www.humantobrand.com
Subscribe to my weekly newsletter: humantobrand.com/newsletter

Gain actionable insights to elevate your personal brand, amplify influence, and future-proof your leadership impact.

Melanie Borden

Right now, you are publishing smart content but leaving out one signal AI needs:


A named, accountable human. 

Stay with me for a second. 

Online credibility is getting fragmented, and AI fills in the gaps with whatever it can find.

Here is what’s happening: your content is floating. Well-written, well-intentioned but effectively ownerless. And AI can’t tell who owns the expertise. To AI systems, that’s a red flag and a big problem.

If an AI model can’t verify who created the thinking, it can’t confidently recommend it. And if AI can’t recommend it, it won’t cite it. Or you. 

This applies to both individuals and brands. 

When a buyer asks, “Who’s credible in this space?” AI isn’t just scanning your LinkedIn posts. It’s hunting for accountable experts it can verify across content, context, and history.

So imagine investing in leadership brand content (which many of you are already doing), or a team thought leadership push, or synchronized messaging across the company for a specific event like an upcoming product release, only to have your human attribution missing. 

Explicit attribution looks like this:
1. Clear authorship (named leaders)
2. Visible expertise (clear roles)
3. Consistency over time (a recognizable human footprint)

This is why “thought leadership” can be everywhere… and trust still feels like it starts at zero. 

So do this: 
Ask ChatGPT or Perplexity who the credible leaders are in your space… Does it name you/your team? What does it say about each? What is missing about you? 

Then look at your last 10 pieces of leadership content. Could a buyer immediately tell which executive/leader in your org stands behind each idea? 

Is your expertise visible and trusted...or just published?

Portrait-oriented photo of a professional woman, Melanie Borden, seated alone in the rear passenger area of a luxury sedan with white leather interior. She sits sideways with legs crossed, relaxed posture, looking directly at the camera with a composed, confident expression. She wears a monochrome white outfit (long-sleeve top and tailored pants) with nude high-heel pumps. She holds a smartphone in both hands at lap level. A large light-gray quilted designer handbag rests on the seat beside her. Through the left and right windows, a city street and modern glass office buildings appear slightly blurred, suggesting motion and an urban business setting. Lighting is soft and even; no on-image text is visible. This image visually signals executive presence, leadership identity, and “named, accountable human” authority—reinforcing themes of personal branding, thought leadership attribution, AI trust signals, and credible expertise that can be verified across LinkedIn.

I learned this lesson years ago and realized I had to reapply it in 2026:

No one can find you, see you, or hire you if you do not fully promote yourself in various ways. 

I'm not sure when, but I started editing myself.

This year, I am no longer downplaying my work; I am speaking openly about it—in my book, on stages, in conversations, across podcast appearances, and, yes, of course, here on LinkedIn. 

These are things I’ve started before, but often held back, worried about being seen as “too much.” 

I have been battling for the last year over how to differentiate myself in this online ocean, which I documented in my book.   

If you want anything to change your income, your employer, your relationships... You have to do something new you haven’t done before.

Here are simple rules to follow that I'm following:

Choice: make one.
-Choice: chose to take your work seriously enough to talk about it.

Chance: take it.
-Chance: commit to visibility: speaking, sharing, and showing up on podcasts.

Change: that’s how anything in life shifts.
-Change: The way you lead, launch, and let yourself be seen.

Different results require new decisions. And new decisions require discomfort.

Fear and discomfort are always the entry fee to big shifts. 

Who else is making changes in 2026? 

P.S. Thank you for all of the positive support for Theatre of the Mind. Made it to the Top 10 list of PR books on Amazon! 

P.P.S. Back when I first started stepping into visibility.

I help leaders turn expertise into a synchronized, searchable presence that attracts opportunity at scale. | Brand & AI Visibility Strategy Leader | GTM Advisor | Author, Theatre of the Mind | Founder @ The Borden Group

Melanie Borden stands confidently in a leadership workshop setting, smiling with hands on hips, wearing a black blazer, light top, and dark pencil skirt. Behind her, flip-chart pages cover the wall with handwritten leadership and mindset frameworks, including “The 3 C’s: Choice, Chance, Change,” “Does your pain make you bitter or better,” and “3 Keys to Leadership.” The scene signals executive leadership development, coaching, communication skills, and personal growth through decision-making and discomfort. This image supports topics like personal brand strategy, leadership visibility, career reinvention, mindset training, change management, and AI visibility—building clear authority signals and searchable thought leadership that helps people and machines (ChatGPT/LLMs and modern search engines) understand, trust, and recommend your expertise.

Confession: I was a VP of Marketing who avoided building my own online presence. 

The fear wasn’t posting... it was the aftermath of the posts.

I call this the 'Visibility Ceiling'

The fear of what comes after you’re seen from people around you. 

-If I post this, will competitors use it against us, or will it give away too much?
-If I post this, will our customers read it as confidence, or as instability?
-If I post this, will Legal flag it, or will it create an internal compliance headache?
-If I post this, will my team feel supported, or will it sound like I’m taking credit for their work?
-If I post this, will the CEO be upset and think I am stepping on his toes?

The list goes on and on. 

There will be critics. Someone will judge. Someone will talk. Someone will disagree. Anytime you step into public visibility, people will have opinions. 

Here’s my tried-and-experienced advice on the types of people you will encounter if you’ve ever felt this type of fear before.

You will meet 4 types of people who show up when you become active online:

→ People from the past. Curious how you’re doing. 
The Past Knows You.

→ People who stir the pot. Watching and commenting. 
The Crowd Tests You.

→ People who support you. Looking for ways to help. 
The Circle Holds You.

→ People from the future. Paying attention because they may want to work with you. 
The Future Finds You.

You CANNOT change how anyone interprets you or your content. And obsessing over it will drive you crazy. 

But for every one of those, you’ll have far more of this:
Someone who values your work.
Someone who feels seen by what you said.
Someone who opens a door for you.
Someone who asks for your help.
Someone who hires or invests in you.

Don’t do what I did and let fear decide your visibility.
And don’t ask for permission. It rarely comes.

If you want to change anything in your career, company, or life:
Champion yourself 🖤

Melanie Borden, executive visibility strategist, founder of The Borden Group, and author of Theatre of the Mind, stands outdoors in a snowy winter setting beside a black vehicle, holding a bouquet of red roses. She wears a white coat over a black dress with black gloves, creating strong visual contrast that signals leadership presence, confidence, and intentional visibility. Snow-covered trees form the background, emphasizing exposure, clarity, and forward movement. This image represents executive personal branding, LinkedIn visibility, and the concept of the Visibility Ceiling—the fear leaders face not in posting content, but in what happens after they are seen. The photo aligns with themes of C-suite leadership, founder visibility, AI trust signals, LLM-readable authority, searchable leadership, and building credibility in the modern visibility economy.

I was told I was “essential" in 2020. The layoffs around me told a different story.

My brain — and my body — went straight into survival mode.

I doomscrolled. I catastrophized.
I rehearsed worst-case scenarios as if I were auditioning for a Broadway show called 'What If It All Falls Apart?' 

Yes, a bit dramatic, but I knew SOMETHING had to change.

At the time, my fear of being “center stage” was greater than my desire to change anything until it wasn't.

That’s the part we don’t talk about enough when it comes to personal brands.
FEAR of being seen. 

Fear doesn’t just make us anxious...

It keeps us small, disconnected, and stuck in rehearsal mode instead of stepping into the role we were put on earth for.

The first step to conquering fear isn’t confidence.
It’s deciding it no longer gets to dictate what you do.

A year or so later, after I leaped, I began working with others on their personal brands. I noticed something familiar on discovery calls.

Different titles. Different industries.
Same underlying fear: "What if I’m not ready?"

“I’ve already built a career, why would anyone want to hear from me now?”
“I’m not a content creator. I lead companies, not social platforms.”
“I’m not at the same stage as other leaders who seem to have it all figured out.”

It’s time to rewrite the story. That is exactly what I did when I decided to become visible online.

Here are a few mindset shifts that change everything:

1. From: “I’ve already built a career, why would anyone want to hear from me now?”
To: "Now is exactly when they need to hear from me. My lived experience offers clarity others can’t Google, and that’s what makes it valuable.”

2. From: “I’m not a content creator. I lead companies, not social platforms.”
To: “I don’t need to be a content creator, I need to be a visible leader. Sharing my perspective isn’t performance; it’s positioning.”

3. From: “I’m not at the same stage as other leaders who seem to have it all figured out.”
To: “I’m building from a different starting line, and that’s my edge. What I’ve learned through this season will resonate with the exact people I’m meant to reach.”

And yes, of course, judgment will always exist. 
That is your entry ticket.

But playing small to avoid criticism only gives it power over you (and btw, no one is thinking about you as much as you are thinking about yourself).

Once you accept that, you stop rehearsing and finally step into the role you’ve been ready for all along. 😊 

What’s one visible step you’ve been avoiding that you know would change everything?

Portrait of Melanie Borden standing indoors beside a white sofa and large window with soft natural light. She wears a structured white blazer over a white top, paired with blue jeans and a brown belt with a gold buckle. Her dark brown, shoulder-length hair is styled in loose waves, and she wears subtle, polished makeup. Melanie stands confidently with relaxed posture, one hand resting near her pocket and the other lightly touching the sofa, conveying calm authority and grounded confidence. The background features neutral tones and blurred greenery outside, creating a clean, professional, and modern setting. The image reflects leadership, visibility, and personal brand presence—capturing a poised executive energy that aligns with themes of reinvention, personal brand, online visibility, courage, and stepping into public leadership after fear or uncertainty.

I could cry right now!

(but I already did that about 100 times while writing) 

After 6 months of writing Theatre of the Mind, I didn't think I would ever finish.

The manuscript was written and then rewritten 3 times. It took me a year and a half to finish the writing part.

It was by far the most challenging project I have ever worked on. 

There were so many times I wanted to quit and give up. 

So glad I didn't. The process that felt like torture became one that I loved. 

18 months after starting the book, here we are. 

#1 top new release in public relations books on Amazon
#1 top new release in digital marketing on kindle/Amazon

Thank you for supporting me. 

This book will help you and your business in so many ways🖤

Order your copy here:
https://amzn.to/4jpiK9r

No alternative text description for this image

I set a goal of 30 podcast appearances in 2026. 

5 on the calendar so far, 3 down.

If your audience wants practical, tactical ways to build visibility that genuinely stand out in a crowded market, I’m your girl.

Just had a great conversation (and laugh) with one of my favorites Nausheen I. Chen on her podcast. 

And also. 
New year, new hair.

What are some of your goals this year? More of mine in the comments.

Melanie Borden with dark hair and bangs wearing a bright pink sweater, photographed indoors with a chandelier and softly lit room in the background. The image accompanies a post about setting a goal of 30 podcast appearances in 2026, with five booked and three completed so far, a recent podcast conversation with Nausheen I. Chen, a lighthearted note about new hair for the new year, and a prompt inviting others to share their goals. description for this image

When your career evolution outpaces your public presence and internal narrative, visibility in public starts to feel... uncomfortable.

I started noticing this pattern early on in my work with clients: their internal voice no longer matched their career voice or online presence.
 
What began as an abstract idea inspired by Shakespeare’s "As You Like It,"... I evolved into a core framework I later formalized.

There’s a moment where Shakespeare says, ‘All the world’s a stage,’ and then describes the seven ages of man. 

He obviously, at the time, wasn’t talking about careers, but he was talking about identity: about how we grow, perform, and evolve through different roles over time. And that idea stuck with me.

Your presence tends to evolve alongside your career, but often out of sync. (Speaking from personal experience on this one, too)

The Seven Ages of a Personal Brand is about recognizing which ‘act’ you’re in so you can stop performing an outdated role and start showing up as who you actually are now in all aspects. 

Here are 3 things you can do to realign the two:

1. Audit the role you’re still performing publicly
Look at your bio, website, LinkedIn, or how you introduce yourself.
Ask: Does this reflect who I’m becoming or who I had to be to get here?
Most misalignment stems from outdated language and stories, not from a lack of skill.

2. Shift from proof to perspective
Earlier stages require evidence. Later stages require a point of view.
If you’ve built results but still feel invisible, it’s often because you’re oversharing execution instead of sharing how you think, decide, and lead.

3. Let go of the version that got you here
This is the hardest one. 
That means other people might view you the way they once knew you, and you have to let that go.
Growth often means releasing an identity that once protected you so you can step fully into authority.

When your internal evolution and external presence finally match, your confidence replaces everything else. ...and the right people recognize you without needing convincing.

Is your business growing faster than the role you’re publicly "performing"?
What would change if you stopped performing and started showing up as who you are now?
-
Me with all 7 Ages of a Personal Brand: Innocence (on my lap), Apprentice, Believer, Builder, Leader, Guide, and Legacy.

Melanie Borden sits centered on stone steps in front of tall black double doors with brass details, framed like a stage backdrop. She wears a crisp white suit, neutral heels, and dark sunglasses, projecting calm confidence and control. In her arms she holds a small Dalmatian puppy close to her chest while holding a takeaway coffee cup; a structured black handbag rests beside her. Surrounding her in a deliberate semicircle are seven adult Dalmatians, seated and attentive, their spotted coats creating a striking black-and-white pattern against the elegant doorway. The composition feels symbolic: the central figure anchored in poise, with “seven” distinct presences around her—like acts in a story. The puppy suggests beginnings and Innocence; the adult dogs imply experience and progression. The scene visually echoes the idea that identity evolves in stages, and real authority comes from alignment—when your inner voice catches up to the role you’re living now.

Here’s the secret to turning attention into trust during a launch.

Execs and their company have separate, but related audiences and networks.  

So, when there’s a product launch, event, or fundraise planned, the brands combined amplify the message in different ways to slightly different audiences and it creates a wave of visibility.

This is called synchronized messaging — from different voices, same company, to similar networks, in the same industry with one aligned CTA.  

The delivery is authentic to each personal brand, but the message and call to action are aligned.

Even casual scrollers notice this. 
It seems like “everyone” is talking about the same thing, and they want to find out more.  

When they share: 

Why they support an initiative + why now
→ “We’re doing this because the old way was costing customers time, money, and sanity. I couldn’t keep calling that ‘normal.’ And the timing is right because ___.”

What they’ve learned + how it changed their thinking
→ “The hardest part wasn’t building it. It was deciding what we wouldn’t build. That one decision changed our product, our positioning, and our speed to market.”

What surprised them
→ “I didn’t expect our clearest signal to come from the smallest beta users. But their feedback made the roadmap obvious: ___.”

Why they still believe
→ “This is personal. Not as a backstory, but as proof. I’ve seen the cost of this problem up close. That’s why we’re still here building it.”

People read the story, and the message comes along for the ride. 

And yes: using company colors/graphics inside exec posts builds recognition fast as long as the voice stays human. 

But a warning, these tactics will fail if you are disconnected from lived experience.
Or if everything is group edited into the same voice.
Or if the company posts but the leadership team is silent.
Or if exec posts are approval heavy and insight light.
Or if there’s no agreement on what success actually looks like.

If you’re launching anything in 2026, this is one of the cleanest ROI plays your company can run.

Have you tried this approach?
How did it work for you?

Melanie Borden stands in a bright, modern photo studio taking a mirror selfie. She wears a pink textured jacket over a blush top, wide-leg light denim jeans, and neutral pointed-toe heels, projecting a confident yet approachable executive presence. Her posture is relaxed, with one hand in her pocket, reflecting ease and authenticity rather than a staged corporate pose. The studio environment includes soft natural light, sheer white curtains, a photography light with diffuser, white backdrop paper on the floor, and minimal furnishings, signaling professional content creation and brand storytelling in progress. The space blends polish with humanity, representing modern executive visibility, personal branding, and leadership in motion. The image reinforces themes of authentic leadership, aligned executive and company messaging, strategic storytelling, and building trust through presence rather than scripted talking points. It visually supports the ideas too.

ICYMI: My book was finally published! 🎉 

There was a season where I looked confident on the outside… and felt completely hijacked on the inside. Then it happened again while writing the book.

Theatre of the Mind is about what happens before visibility, confidence, or action and how to work through it. 

Each chapter tackles one moment many quietly struggle with:

• Ch. 1 – Taming the Theatre of the Mind
 You’ll learn why fear feels physical — and how to stop letting it run the show.

• Ch. 2 – The Visibility Ceiling
 You’ll recognize the exact moment success creates hesitation instead of confidence.

• Ch. 3 – Build in Public
 You’ll see why waiting for permission is costing you momentum and opportunity.

• Ch. 4 – Make Waves
 You’ll understand why leadership without friction rarely creates change.

• Ch. 5 – Impact at Scale
 You’ll learn how visibility becomes leverage — not a sea of noise.

• Ch. 6 – Pivot Afraid
 You’ll realize fear isn’t a stop sign — it’s evidence you’re evolving.

• Ch. 7 – Mental Crossroads
 You’ll identify the internal fork in the road most leaders avoid naming.

• Ch. 8 – Future-Proofing Your Career Insurance OS
 You’ll see why your reputation needs to outlive your role.

• Ch. 9 – New Rules in Storytelling
 You’ll learn how alignment builds trust faster than polish ever could.

• Ch. 10 – Searchable Leadership
 You’ll understand how authority is recognized — by people and systems.

• Ch. 11 – Success Metrics
You’ll stop measuring success by noise—and start measuring what actually proves growth: trust, traction, and outcomes. 

All chapters accompanied with my work examples, examples from other leaders in the space, frameworks, and strategies that you can implement while you are reading. 

The feedback has been very positive so far. Thank you so much for supporting my author journey! https://lnkd.in/gdVTj5gT

Stop avoiding visibility and the voices get clearer.

(One of them is Accounts Receivable.)

No alternative teQuote-style image featuring the text: “Stop avoiding visibility and the voices get clearer. (One of them is Accounts Receivable.)” The message reflects Melanie Borden’s work on executive visibility, personal branding, and thought leadership in the modern business landscape. It highlights how avoiding public presence often limits credibility, opportunity, and revenue, while intentional visibility helps leaders become discoverable, trusted, and sought after. The quote connects visibility to tangible business outcomes such as inbound opportunities, speaking invitations, advisory roles, and revenue generation. Aligned with Melanie Borden’s frameworks around executive presence, searchable leadership, AI-era discoverability, and the Visibility Ceiling, the image emphasizes that consistent, strategic visibility allows leaders to control their narrative, build authority, and convert expertise into measurable business growth across LinkedIn, modern xt description for this image

Still riding my high from releasing Theatre of the Mind.

In week one, seeing the photos, texts, stories, and messages saying, “it felt like we were talking,” has been way more than I expected.

Cracking Amazon’s top 10 New Release and Best Seller Lists for PR books has felt pretty good, too. 

Thank you for showing up for this book, for sharing it, and reading it! And for supporting me through this exhilarating part of putting my work in the world.

Perfect for execs, senior leaders, founders, professionals in transition, and thought leaders who don't want to be content creators. 

Who's ready for the documentary next? 😉
(It’s on my vision board, why not put this into the ether?)

🖤 #theatreofthemind available in both paperback and Kindle.

More feedback continued in the comments

Promotional visual for Theatre of the Mind by Melanie Borden, a leadership and personal brand book focused on how executives, founders, and senior leaders manage internal narratives before showing up publicly. The image supports a post tagging executives who are currently reading the book and reflects themes of visibility, decision-making, confidence, self-trust, and leadership presence. Theatre of the Mind explores how fear, overthinking, and internal scripts shape external behavior, communication, and authority—especially for high-performing leaders navigating growth, change, and public perception. The post emphasizes executive leadership, strategic thinking, mindset awareness, and building credible, trusted authority without performative branding. Designed for professionals in C-suite, founder, and advisory roles.

Promotional visuals of executives holding the book theatre of the mind.  for Theatre of the Mind by Melanie Borden, a leadership and personal brand book focused on how executives, founders, and senior leaders manage internal narratives before showing up publicly. The image supports a post tagging executives who are currently reading the book and reflects themes of visibility, decision-making, confidence, self-trust, and leadership presence. Theatre of the Mind explores how fear, overthinking, and internal scripts shape external behavior, communication, and authority—especially for high-performing leaders navigating growth, change, and public perception. The post emphasizes executive leadership, strategic thinking, mindset awareness, and building credible, trusted authority without performative branding. Designed for professionals in C-suite, founder, and advisory roles.

I’m not sure whether to cry, laugh, or scream... maybe all 3. 

The response to My book, Theatre of the Mind, in the last 48 hours has been overwhelmingly positive. 

Thank you so much for your support 

Before we ever post, speak, or pitch… we perform in our heads.

It’s the mental stage where fear, overthinking, and self-censorship sneak in and quietly rewrite what we really want to say.

This is the part of personal branding no one warns you about:
-the pressure to say it perfectly 
-the voice that asks, “What if they don’t get it?”
-the instinct to shrink your message so it feels safer

Theatre of the Mind is a handbook for taking the lead role in your own brand without the mental chaos, the constant rewrites, or abandoning the truth of who you are.

47,000 words later… I can’t fully describe how it feels to have this done. I’m just so happy it’s here. 

If you’ve ever felt stuck right before visibility — this is for you.
https://lnkd.in/gdVTj5gT  

Thank you for your support! It is all happening!! 🎉

What do you think of the concept and do you know someone who could use this book?

Promotional image supporting the launch of Theatre of the Mind by Melanie Borden, a book about personal branding, leadership visibility, mindset, and reinvention. The visual represents the internal “mental stage” leaders experience before posting, speaking, pitching, or showing up publicly. The concept centers on fear, overthinking, self-censorship, and the pressure to perform perfectly, which often limits visibility and authentic leadership presence. The book explores how executives, founders, and professionals navigate internal dialogue, confidence gaps, and visibility resistance in the digital and AI era. Themes include personal brand strategy, executive presence, thought leadership, career reinvention, confidence, self-trust, and showing up authentically without shrinking your message. Theatre of the Mind helps readers take the lead role in their personal brand, reduce mental chaos, stop constant rewrites, and align internal clarity with external visibility across platforms like Li

LinkedIn isn’t just where we show up anymore. It’s where AI learns who we are.

In the last few weeks of this new year, data has been piling up that LinkedIn is becoming a primary “source of truth” for AI answers—not just another social feed.

Here’s what that really means for you: every LinkedIn post, every podcast transcript you link… it’s all teaching these systems how to describe you, your work, and your leadership. 

Your content isn’t just “getting views” it’s training the models that future clients, hiring managers, and investors will ask about you.
​
This week’s issue of my newsletter breaks that shift down in plain language:

-Why LinkedIn is suddenly one of AI’s favorite places to “fact-check” you
-What’s breaking in classic search (and why your website can’t carry you alone anymore)
-How to make your authority machine-readable so you’re the one getting cited, not your louder competitor

If you’ve been posting on LinkedIn but still feel strangely invisible, this one is for you! 

What’s one simple shift you’re ready to make so your LinkedIn presence stops being “just content” and starts acting like real proof for the next opportunity that comes your way?

View newsletter: Executive Visibility Brief

Every issue: one headline, one lesson, one tool you can use now to strengthen your visibility. LinkedIn isn’t just social anymore. It’s now part of se

Open article: Authority in Public | How LinkedIn Trains the Machines That Introduce You by Melanie Borden • 6 min read

Authority in Public | How LinkedIn Trains the Machines That Introduce You

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