CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

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Joe Wheatley

After 2.5 years, I've closed the agency down.

In August 2023 I was completely new to business. Came from the defence industry. Didn't know what SaaS was, didn't even know the difference between marketing and sales.

Knew how to make websites and write, so started freelancing - blog posts and websites for marketing agencies.

Then started landing my own clients. Re-invested everything back into the business - courses, paid ads, tools.

A few courses said "pick a niche", so after some research and zero prior experience, niched down to SaaS.

Started posting about SaaS design on LinkedIn (around November 2024). One month later, landed my first major SaaS gig. Built a website for Summize.

A few more websites, then pivoted to content for SaaS companies. Started a podcast around this time. 

FYI, podcasts are one of the biggest growth hacks - you learn from people you wouldn't otherwise get in a room, they get free marketing.

Summer 2025, flew to San Francisco and filmed videos for a few names you'd recognize.

Came back, jumped on some disco calls. The demand was for outbound not content. Followed the demand. Learned outbound, picked up some new clients. Someone even offered equity for Demand House.

As of today: 30+ B2B companies, multi 10k+ projects, 27 five-star reviews. Not every project was a success - but when we failed, we reflected and learned from our mistakes.

At the beginning of Feb 2026, started thinking longer term. Two things kept coming to mind:

1. GTM agencies are fighting over lower market and small budgets - a race to the bottom with automation and AI.

2. The market rewards those with a top 1% skill, not a jack of all trades.

That pointed to one thing: build a career in tech sales, selling to mid-market and enterprise. Big budgets, opportunity, high-touch, human-led. Skill still matters.

Started applying for roles. Found Vertice - 13x growth in 2 years (one of the fastest growing tech companies in Europe).

Went to their office for the final interview and the floorplate was pure hustle energy. Perfect

Starting on monday as a BDR. Team look great. Very excited. All-in.

Reflections:

99% of this 2.5 year journey was raw action in the face of intense confusion & ambiguity

But push through and on the other side is clarity. Then you must repeat.

That's growth.

Everyone has been through this process, but most stop. The process defeats them. You see it all over their faces. This is what you must avoid.

Instead, you must learn to love the journey. The good, the bad. Every single part of it. Amor Fati

Like Yin and Yang, there is no light without dark.

Everything is connected.

So if you take away one thing away from this post it’s this:

- The journey is the point.
- There is no finish line.
- NEVER stop chasing growth.

GTM @ Vertice | Intelligent Procurement Platform | #1 fastest growing scale-up in UK (Sifted) | #2 in Sunday Times 100 Tech

Master these 5 areas of deliverability so you avoid the spam folder and book more qualified meetings

1️⃣ Infrastructure & Settings
→ Purchase domains with reputable providers like Porkbun
→ Use .com domains
→ Age domains for 30 days before sending
→ Buy backup domains for rotation
→ Use 2 inboxes per domain
→ For inboxes, use trusted re-sellers like Zapmail.ai
→ Diversity your sending infra (mix of Google, Outlook and 3rd party)
→ Ensure proper authentication and DNS (SPF, DKIM, DMARC, URL re-directs)
→ Warm-up inboxes (start at 5 per day, increase by 1 per day up to 15-20)
→ Set warm-up reply rate to 70%
→ When warm-up is complete, send maximum of 25 emails per day per inbox
→ Ensure warm-up stays on at 10-15, 70% reply rate
→ When starting cold email campaigns, begin with 5 emails per day in week 1
→ Then gradually increase to 25 emails per day by the end of week 2
→ Match ESPs for better deliverability (outlook to outlook, Google to Google)
→ Keep bounce rates < 2% and spam complaints < 0.1%
→ Check domains aren't blacklisted using MXtoolbox

2️⃣ Lead Lists
→ Ensure company is within your TAM or ICP
→ Ensure contact is a buyer persona
→ Use enrichment waterfalls like BetterContact to maximize both quality and quantity of contact data
→ Ensure proper enrichment, scoring, tiering, filtering and lead routing using Freckle.io or Clay

3️⃣ Offer
→ Must be compelling
→ And relevant

4️⃣ Sequence
→ Good sequence length e.g. for Tier 3 email-only outreach, max 3 emails
→ Optimize time between steps (depends on ICP and tier)

5️⃣ Copy
→ Write in plain-text (no links, no HTML)
→ Add unsubscribe option
→ Remove any spam trigger words (use spam checkers like Mail Meteor)
→ Use Spintax, messaging frameworks and AI-generated copy
→ Ask questions and personalize
→ A/B test
→ Follow copywriting best practices

Anything to add? Drop below

⚡️Freelance UX Designer voor SaaS oplossingen // Founder van The best UX

I went from unpredictable income to 100% inbound in under 3 months.

(All through LinkedIn)

In 2023 I started as a freelance UX designer for B2B SaaS companies

As with many freelancers, that looked like this:

1. Chasing new clients for 2 months
2. Handling fulfillment for 3 months
3. After fulfillment: crickets

And the whole cycle would repeat itself again.

Can’t tell you how much I hated the stress.

I was thinking about work 24/7 and became a big ol’ grumpy husband/dad, which frustrated me even more.

"What if I'd go back to my old job?"

Hell effin' no.

So I changed how I operated:

I became a PLG specialist vs. a B2B generalist.
I started solving 1 problem vs. many problems.
I started sharing content around #1 and #2.

In less than 3 months, I had:

- 4X’d my revenue
- Built a 100% inbound business
- Doubled my followers on LinkedIn

I worked with clients like ProductLed, Matterhorn, and Passguard.

Instead of chasing clients, I attracted them with my content.

Then inquiries changed:

“I really love your content, is this something we can do together?
"I want to get more clients from LinkedIn.”

Then I realized:

- Most SaaS experts have the skill
- They have the track record
- They have the results

But ideal customers have NO clue they exist.

And LinkedIn isn't working for them (yet).

That's when I created the B2B LinkedIn Flywheel:

1. 3 months of co-creating content
2. Access to my DM Conversion System
3. Visual assets that make your offer a no-brainer

I'm opening 3x spots (1-on-1) for independent SaaS experts who want to plug into my systems, co-create high-converting content, and get access to my full content library (including infographics and carousels).

Designed to attract buyers AND followers.

No course or theory-only. We create and win together.

If that sounds interesting, DM me “B2B” and I’ll send you a short doc with the details (no commitments at this stage).

🟡 Roelof Otten

Last week, 1 of my clients asked me why inbound has become harder. I told her:
 
Look for the signs.

Here’s what no one tells you about inbound:   

You don’t have to wait for it.   

When you post, 3 things happen:    

1. People like/comment   
2. People start following you   
3. People send you connection requests  

Now, if the RIGHT people do it, it means they are interested in what you offer.  

(if you share the right content ofc)  

And YOU have to open the door for them.  

Here’s what I look for: 
 
1. Profile views

If my ICP has viewed my profile, I send this:

Hey [name] 

Just saw your comment/post on [ICP industry topic], and that tells me you deal with [ICP pain]. 

I just helped [competitor] get [results]

Interested in a short chat?

It's direct, but it works, because it shows I've done my research.

2. New follower

If a peer or ICP starts following me, I send them this:

Hey [name], 

Appreciate the follow. Would love to know what topics around [expertise] interest you, so I can improve my content

The goal here is to uncover pain points, so I can follow up on that.

3. Connection request
   
If an ICP is sending me a connection request, I follow up with this:

Hey [name],

Thanks for connecting. Are you interested in [my premium offer], or are you just expanding your network?

I spark interest by presenting my offer, but also give them a way out if they just want to follow my content.

All the examples above are examples of warm outbound.
 
People already know you
 
They have shown interest
 
They just need a small nudge to talk.
 
ps if you're a >5k p/m consultant/coach, and you know you should get more clients from LinkedIn, DM me.

Roelof Otten 

Helping SaaS consultants get clients through LinkedIn

Your LinkedIn profile is not a resume.

It's a lead magnet ↓

During the first week of working 1:1 with a client, we start by building the foundation.

We work on their:

- ICP
- Offer
- Positioning

If we've got that covered, it's time to wrap it all up into a profile that works like a lead magnet.

Here's how we do that:

1. Tagline
Use this formula: "I help [ICP] [reduce pain / achieve goal] by [solution]"

No fluff. No fancy titles. Just clarity.

2. Banner
Your banner should support your tagline. Go a bit deeper. Show what you actually do.

Think of it as the second line of your landing page.

3. Profile Picture
80% face. Add a personal background color.

People recognize you faster when scrolling if they see your face + a distinct color.

4. CTA Button (Premium)
If you have it, use it. Link to your calendar or a resource.

5. About Section
This is where most people mess up.

They write about themselves. Their achievements. Their story.

Wrong.

Write about your ICP.

I use the PAIS framework (shoutout Justin Welsh):

→ Pain: What's their struggle?
→ Agitation: Why does it hurt?
→ Ideal situation: What do they actually want?
→ Solution: How do you get them there?

6. Services
Most people skip this. I use it for testimonials.

Add a short visual of the person + what they said. It builds trust fast.

7. Featured Section
This is your CTA section.

- Newsletter signup
- Book a call
- Free resource

Make it easy to take the next step.

8. Experience
If it's relevant to what you do now, detail it.

Show how your past builds up to your current offer. It adds credibility.

That's it.

Took me 3 rewrites to get my profile right. But once I did, people started reaching out.

ps. Want help turning your profile into a lead magnet? DM me "PROFILE" and I'll tell you about my 1:1 Inbound Accelerator.

The last 2 weeks, I have been as inconsistent AF.

- I commented less
- I didn't reply to every comment
- I skipped my regular days of positioning
- I didn't start 5 conversations in the DMs daily
- I engaged less with my usual circle of creators
- I didn't share quick thoughts or small insights enough

As a result?

50,2% less impressions.
Fewer inbound leads

Who would have thought that if you want to do LinkedIn right, you actually need to put in the work?

TGIF. 

Let's do better next week 💪

Yesterday, a prospect told me that creating content was his biggest struggle. I told him to do this:

Write about what you:

Think
Know
Do

It's just that simple. 

Many of my 1:1 and DFY clients struggle with creating content that resonates with their ICP. 

And I get it, I've been there myself as well.

For me, it was not having a content strategy that was simple, flexible, and built around my own experience.

I tried using strategies from the big LinkedIn creators, but most of them just made it more confusing.

So I created my own.

It helped me increase

My followers by 250%
My impressions by 171%
My monthly inbound leads by 400%

Here's how it works:

1. Think
This is my thought-leadership layer. I share perspectives, opinions, and observations about my business, life, and the industry I work in.

2. Know
This is my credibility layer. I share frameworks, case studies, breakdowns, how-to posts, and lessons learned. I teach, explain, and show my expertise.

3. Do
This is my sales layer. I share how I helped clients, my offers, client transformations, and the ways people can collaborate with me.

I connect all of this to my main topic: 

Helping SaaS founders and consultants get clients through LinkedIn. 

And with a set of 10 questions per topic, I never run out of lived experience-based content.

I now teach this to my 1:1 clients, and also use it for my DFY clients.

The results speak for themselves

One client landed a $10k deal within 3 weeks
Another one landed 6 high-ticket leads in just 4 weeks.

This strategy made that possible. 

PS: Want similar results as my clients, without wasting months?
 
I'm just a DM away

"I have 0 inspiration for a new post"

Try this ↓

Most of my clients struggle with this 1 thing:

Creating new content every week

When working with clients, I like to use 3 types of posts

THINK
KNOW
DO

It gives them a flexible structure, but some of them still struggle with generating new content ideas.

I always tell them this:

“Look at your previous post. You already have a solid database with inspo”

Most of my clients think they can't reuse old posts

Wrong.

You've built a database with high-quality posts. Why only use those ones?

"Aren't people going to notice?"

Probably not. 

Less than 10% of your followers have seen that post, the other 90% is still interested in what you have to share.

So here's how I do it:

Step 1. 
Go to your post overview

Step 2
Check the posts of 2+ months and older.

Step 3
Pick a post that has performed best. Look at saves, reposts, and comments.

Step 4
Grab that post, and tweak  it based on recent DMs, calls, and insights.

"What about the visual?"

Good question. 

I try to find a different angle, but tbh, I don't overthink it, I just focus on that 10%.

That’s how I still create posts, even on days when I’m:

- In a hurry
- Out of inspiration
- Not feeling creative at all

That's it. 

ps. do you reuse your old posts?

10 honest answers about my 1:1 Inbound program

1) Do you write my posts?

No. I'm going to teach you how to do it yourself. In the end, it's more valuable to learn the skills, then hire someone to do it for you.

2) I suck at writing. Is this still for me?

Yes. Most of my clients aren't writers. In fact, some of them hate it. (I used to be one of them). I learn you how to write fast, simply, and make it fun. Promise 

3) Do we have 1:1 calls?

Yes. Every 2 weeks, we have a 60-minute call. We go over your content, comments, DMs, and all other questions you have.

4) How long does it take to see the first results?

Some will get leads after just 1 week. Others take up to 2 months. Ultimately, this depends on your niche, audience, and offer.

5) Do you also help me with visuals?

Yes. I'll review your copy and visuals every day. Sometimes I just give feedback, sometimes I help you actually design it. Plus, you get access to all my visuals for inspo

6) How long do we work together

The inbound OS is created around the idea that within 3 months, you've seen results, and learned the skills to do it yourself

7) What if I don't see results?

If we work together, it means I'm certain we can get results. With that, I guarantee you'll get at least your investment back. If not, I'll work with you until we do.

8) What is it like to work with you?

I have skin in the game, so I'm here to get results. I'm a fun guy to work with, but going to push you if needed. I'll do what is necessary to win together.

9) How much time do I need per day to make this work?

It depends. I try to get my clients to a level that they can run LI within 90 minutes (including post creation). But some may take longer. 

10) Do you also have resources I can use?

Yes. I have DM scripts, sales decks, visuals libraries, and post templates, all packed into Notion.

That's it. 

I'm opening up 3 spots in March for my 1-on-1 Inbound OS (2 already claimed). 

If you're ready to turn content into clients, send me a DM with "CLIENTS", and I'll share a short doc for you to review.

3 years ago, I landed my first SaaS client through LI. 

Not by posting 7x per week or commenting 10x a day.

Just by becoming visible in the right niche.

In 2023 I started freelancing while doing an interim gig at a large Dutch corporate

The money was great.

€12k+ each month

But after 3 months, the excitement of the money was gone.

It felt like a 9-5 job again.

So I decided to pivot.

I hired a business coach and focused B2B SaaS.

I even changed my business name to Saasmeister (people still complement me about that, haha)

LinkedIn could help me get my first clients, but I had no idea where to start.

"What should I post about?"

"What would people think of me?"

"What if I get 0 likes?"

My coach didn't care. 

Just start.

So I start with 3 things:

1. Updated my profiile
Instead of "UX designer," I positioned myself as:

UX designer for B2B SaaS (€500k - €1M ARR)

2. I started posting about SaaS
Nothing fancy. Just industry observations and frameworks that I knew.

3. I commented SaaS peers
My comments weren't great, but I tried sharing my POV and making sure I was visible at multiple places. 

Was my content good?

No

Was it consistent?

Hell no. 

But here's what happened.

2 months in, the CTO of a Dutch SaaS company reached out:

"Hey Roelof, can I call you about a UX project?"

My first inbound lead.

I asked him how he found me.

Because I've never seen him interact with my posts.

Most of my posts got maybe:

5 likes
3 comments
300 impressions

"I heard about you from someone who follows you on LinkedIn. After checking your profile, I knew you were the right guy"

That project changed everything.

I quit the interim role and went all in.

Since then, I've worked with 20+ companies all over the world. 

First, as a UX designer
then as a PLG consultant
And now, as a LinkedIn coach.

All because I made this 1 decision:

Pressing 'post' 

Even when it felt pointless.

Again and again.

Let's use AI to do the commenting

What could go wrong...

When I was 13 I was diagnosed with a panic disorder.
 
It was so bad I was homeschooled for 2 years because I just couldn’t leave the house.
 
After 2 years of therapy I was finally back on track.
 
But it would take another 6 years to fully overcome it.
 
I hated every minute of therapy but it taught me 1 thing:
 
Fear hurts you when you avoid it:
 
If you avoid crowds, you avoid personal contact.
 
If you avoid sports, you avoid getting healthier.
 
If you avoid quitting your job (but want to), you avoid a happy career.
 
Ask yourself this:
 
”What’s the worst thing that could happen?”
 
For me, that question changed everything.
 
2023: Scared to quit my job but I did it anyway. Result: 2X’ing my FTE’s income in 6 months.
 
2024: Scared to post on LinkedIn but I did it anyway. Result: building a fully inbound-led business.
 
2025: Scared to pivot my biz but I did it anyway. Result: close to €30k in revenue in month 1.
 
These were the scariest things I had ever done.
 
Yet they worked out better than I ever imagined.
 
Now I see the same thing working with clients:
 
They’re scared to post. They’re scared to go public with their business. They’re scared it’ll all fail.
 
But the opposite always happens:
 
One client made €15k in 2 weeks of working together. A client grew by 210%. Another client got 6 leads in 4 weeks.
 
They couldn’t be happier because they took the plunge.
 
You see, fear isn’t your enemy.
 
Because it shows you what to do next.

"I'll get back to you after the weekend" 

3 weeks later, still 0 response. 
 
ngl. Being ghosted sucks.
 
You both have spent time on the call:
 
- Understanding the problem
- Looking for the exact pain
- Agreed on the goal
 
And then?
 
Nothing.
 
A simple:
 
"Sorry for your time, but at the moment it's just not a good fit"
 
would be enough, but instead, you're just wondering what went wrong during the call.
 
The next 2 weeks after the call, I followed up with some simple text messages.
 
0 response.
 
"okay, this guy doesn't want my help,"
 
Still, it kept running through my mind.
 
Not that I needed this client.
 
I just found it so ff'ing anyoing that someone kept me hanging.
 
So I did just one more attempt.
 
a voice note.
 
5 minutes later:
 
"Hey Roelof! Sorry haven't been able to get back. Been really busy. I found a few low-hanging fruit so focusing on those atm."
 
Why did this work?
 
Because:
 
1. People see a voice note and can't resist listening to it.
2. It's personal and indicates you've put in some time.
3. Not replying to an actual person feels rude
 
tbh standing out on LinkedIn has never been easier.
 
Todays' feed is full of automations and AI-generated slop.

Heck, most people just assume you're using AI with your content, comments, and DMs.

So send a voice note. 
Send a personal video.

Show it's you, and that you've taken some time to actually work on the relationship.

That's how you stand out.

Share 1 thing that makes you want to vomit every time you see it on LinkedIn. I’ll go first:

People adding ‘expert’ to their tagline.

My God. 

If you need to claim that yourself, you’re just as much as an expert as I am. 

Stop.

Your turn:

I want to vomit every time I see this on LinkedIn:

4 months ago, I told everyone I would never do this.

And yet today I'm annouching:

I'm adding a DFY service to my offerstack.

Back in November, I made a huge pivot.

I stopped doing PLG consultancy and decided to help SaaS founders and consultants get clients through LinkedIn.

Over the last 4 months 1 coached 10 clients

Some of the results:

→ 1 client closed a $15k deal within the first 4 weeks
→ Another got 6 high-ticket leads in just 3 weeks
→ Another landed a $20k lead within just 2 weeks

But something interesting kept happening.

Almost every prospect asked the same thing:

"Can you just do it for me?"

I resisted that idea for months, because I thought I couldn't write in someone else's voice.

After rewriting 100s of posts in the last months, I realized that the assumption was stupid.

So I'm running a DFY pilot.

For the next 3 months, I'm opening 3 spots for my DFY (1 already taken)

2 ways we can work together:

1. Content Engine 
1 monthly 90-minute call.  From that call, I create 12–15 LinkedIn posts + visuals in your tone of voice.

2. Full Inbound Engine
Everything from the Content Engine.
 
Plus, I handle:
 
- Comments  
- Connection requests  
- DMs
 
Your only job is to show up to the calls I book for you.

If you're a SaaS founder or consultant who wants leads from LinkedIn, without spending time on it. 

This is for you.

Send me a DM with "ENGINE", and I'll share a short offer doc for you to review (no commitment at this stage)

"My comment got 30k impressions." My client. Happy AF. Showing her 30k comment during the call

Yesterday I was on a call with 1 of my clients.

She told me her reach was still pretty low, and it frustrated the hell out of her.

Then pulled up one of her comments.

"Holy sh*t, my comment got 30k impressions"

And just like that, she proved my point again:

If you want more reach, start commenting.

My client has been strategically commenting on:

5-10k peers → the rising stars. 
They want to grow, and will engage with your comments and your posts (generating more reach)

30k+ peers → the thought leaders. 
They might engage with your comments, but if not, your comment will still be seen by peers, and your ICP

ICPs → mostly invisible.
They don't post or comment that much, but if they do, you should engage. One of my clients got a $20K lead, just by engaging daily on their post.

With commenting, she placed her profile in front of 1000s of new peers and her ICP.

It's the reason why I focus a lot on strategic commenting during my 1:1 Inbound Accellerator.

Oh yeah, and to be clear:

This isn't commenting:

"Great post"
"Love your content."
"I agree with [summarizing the post]"

Treat your comments like a mini-post (just like my client did)

Share your own experiences, your struggles, your unique perspective, and the lessons you've learned.

That's how you add value.

That's how you stand out.

ps. If you think getting clients through LinkedIn shouldn't be as hard as it is right now.

Sent me a DM.

My client posted 5x per week on LinkedIn. 

Still 0 leads. Here's why

When we started working together, he was frustrated.

He was playing LinkedIn on hard mode

- Posting 5x per week
- Commenting randomly
- Doing cold outreach just to get clients

"I'm at the point where I want to quit"

So we looked at everything:

His offer
His content
His comments
His profile

And tbh it made perfect sense why LI wasn't working:

- Educational content only
- His profile was just pretty, not clear
- Most of his comments were just "great post"

That's not how you win this.

So we rebuilt his complete strategy from scratch.

Here's what we changed:

1. We redefined his ICP.
In week one, we answered 20 simple questions.

Questions like: 

"What have your clients already tried that failed?"
"What problem do they really want solved?"
"What do they search for at 11pm"


The answers were our starting point. Was it perfect? F*ck no. That's not the point. We wanted to start testing. Fast


2. We fixed his positioning
We used a simple formula:

I help [ICP] get [ultimate goal] by [reducing the biggest pain]

Instead of talking to everyone, he made it clear that he was only helping a specific client with a specific problem, which only he could solve

3. We rebuild his profile
His profile was okay(ish), but it didn't answer the one question every lead has:

"Can you solve my problem?"

So we changed:

- headline → clear outcome
- banner → problem + solution
- about section → written for his ICP
- Featured section → Clear CTAs

4. We changed his content

Before, he shared tips, advice, and the occasional case study. Good content, but for the wrong audience.

We switched it to: 

• buyer problems
• Client successes
• Lessons he had learned

All based upon my THINK/KNOW/DO strategy

5. We fixed his commenting strategy

No more "great post", but comments that had to do one thing:

- Add value
- Share expertise
- Ask a smart question

That's how he became visible everywhere.

6. We started conversations

No cold outreach, but warm conversations with:

• Profile visitors
• Commenters
• People who engaged with his posts

The results?

The first leads came in after just 3 days.

4 weeks in:

8 inbound leads
200+ new followers
first $10k deal signed
775% increase in engagement

Most people think LI is about posting more. Trust me, it's not. 

It's about saying the right things to the right people.

If you want to start Q2 by attracting the right people.

Send me a DM with "Q2" and I'll show you how we can do this.

taplio

The Battle

Joe Wheatley

🟡 Roelof Otten

Followers

Posts

Engagements

Likes

Performance ScoreJoe Wheatley's LinkedIn Performance

Performance Score🟡 Roelof Otten's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Joe Wheatley

🟡 Roelof Otten

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);}Joe Wheatley's LinkedIn Performance

Performance Score🟡 Roelof Otten's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJoe Wheatley's LinkedIn Performance