Guiding B2B SaaS Companies to unlocking Revenue-Driven Success. Founder & Head of Growth @ Marked.

Over the past decade, I've dedicated my career to helping B2B SaaS companies focus on revenue-driven marketing operations that result in tangible growth. 

As the former founder of Marked, a respected agency in Belgium, I have worked with over 50 clients worldwide, providing sustainable growth solutions.

My mission is to empower B2B SaaS businesses by setting up revenue programs that generate consistent and sustainable growth. My approach is centered around practical strategies that drive real results. Nothing fluffy, real action.

What I Offer:
→ Coaching for CMOs & B2B Marketers: Tailored coaching to enhance skills and strategic thinking.
→ Fractional CMO Services: Providing leadership and expertise on a part-time basis to drive your growth.
→ Strategic Trajectories: Developing comprehensive plans that align with your business goals.
→ Building Revenue Systems: Crafting and implementing systems to ensure steady revenue growth.

Notable Clients:
I've had the privilege of working with leading B2B SaaS companies such as Mouseflow, Robovision, 6clicks, Sequesto, Froomle, and Accurat.

Key Achievements:
→ Assisted over 50 clients worldwide
→ Established Marked as a respected agency within Belgium
→ Advised startups through Belgian accelerators

If you're interested in learning more about how I can help your business grow, visit my personal site or subscribe to my newsletter for the latest insights and strategies.

Learn More:

Personal Site: xanmannekens.me
Newsletter: b2bmarketerscompass.com

Let's connect and explore how we can drive growth for your business together.

Xan Mannekens

We're looking for a intern or student videographer to join us at Superhlth (paid internship).

Here's the situation. We're building mini-series content to tell the story of what we're creating, show real health transformations, and basically bring our mission to life on camera. 

We need someone who gets excited about turning complex health tech into human stories.

If you're into creative work, can shoot and edit video, and want to build your portfolio while working on something that actually matters, this could be a great fit.

Flexible hours around your studies. Real creative ownership. 

Interested or know someone who'd be perfect? 

Just send me a message.

CMO & GTM Lead @ Superhlth | Helping you understand your body like never before.

Framer expert? Give me a shout!

We got some work to do on our product detail pages (gallery cards, review implementation,...). Who can help us? - Short notice

⚡️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

Every. Single. Time.

And every time I think:

Should I just post funny sh*t?

It looks like that's the only thing working on LinkedIn right now.

Post with loads of value gets 

500 impressions
20 likes.
10 comments

Posts with memes, gifs, or just single-line jokes get:

10k impressions
100s of likes
100s of comments

I’m not even mad about it.
 
Some of those posts are genuinely funny.
 
Or as we say in the Netherlands:
 
“They make me laugh the balls out of my pants.”
 
(Yes… I’m laughing while writing the translated version 😂)

But here's the interesting part.

Yesterday I read a post from a big LI creator. He said he follows a woman on LinkedIn whose posts make him laugh every single time.

But...

He had no idea what she actually does.

Her content is entertaining.

Her profile? Vague.

She stands out, but most people still don't know why they should contact her. 

Including me.

That's the trap with just posting entertaining stuff for reach and likes. 

It created reach, but it doesn't always build a sustainable business.

That's why I still believe in mixing things up 

My simple rule for LinkedIn content:

THINK
→ your opinions
 
KNOW
→ your expertise

DO
→ your real work
 
If people laugh but don't know what you do...

You're building an audience

not a business.

You waste 10+ hours on LinkedIn. 0 leads. Sound familiar? Let’s fix that.

"My ICP never interacts with my posts."

I hear this all the time.

Last week, a client told me this:

"I got a DM from my ICP. Saying he follows all my content and loves it. I've never seen him in the likes or comments though"

If you're long enough on LinkedIn, you know this works.

Peers → Interacts
ICPs → Lurk.

They do see your content, but 99% of the time, they don't interact.

They just:

- Take notes
- Save your post
- Share it with colleagues

A client even told me he printed out one of my infographics and hung it in the office. (No joke)

But the only time your ICP is going to react is when they are in buying mode. 

When that moment comes, they either:

→ Send you a DM
→ Call you

Nothing in between. 

I've closed multiple 25K+ deals without ever seeing my client show up in my posts.

So don't be discouraged.

Your ICP is watching.

---

Hi 👋🏻, I'm Roelof. I help B2B SaaS Consultants get clients through LinkedIn content. 

Follow or connect to see my content 5x p/w in your feed.

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 💪

Writing content can be hard. 

But not if you use my framework

I like to use 3 types of content:

→ What I think
→ What I know
→ What I do

You can see this as TOFU/MOFU/BOFU, but I see it as a simple structure to tell stories.

So here's how it works.

Step 1
Define your Lane. Mine is: helping B2B SaaS consultants get clients through LinkedIn.

Step 2
Define the subtopics. For me, these are:

 -writing content
- designing visuals
- converting profiles
- selling in the DMs
- doing warm outreach

Step 3
Write from your personal experience. LinkedIn is packed with generic AI content. Write from your own experience to stand out. 

Ask yourself what happened in both your business and your personal life:

- last week
- 2 weeks ago
- last month
- 3 months ago
- Last year
- 5 years ago

Step 4.
Choose a layer. 

What I think → your perspective
What I know → your frameworks
What I do → your work for clients

Step 5.
Put it all together: Main topic + subtopic + layer + experience

Hook example:

Yesterday A client told me he was struggling with writing content, so I told him this:


Use this framework, and you'll create content that is:

- Unique
- Intentful
- Personal

It's not hard to create content.

You just need a:

Bucket, Main Topic, Subtopic, Your experience

ps. did you spot what I did ;)

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

You post on LinkedIn. 0 leads. Sound familiar? Let’s fix that.

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.

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.

"How many times do I need to post on LI?"

This question? Every. Single. Time.

Most people are obsessed with the number of times they need to post.

Gurus will tell you:

- 3 times p/w
- 5 times p/w
- 7 times p/w

Some will tell you to post 2 times per day, so you reach people from other time zones as well.

I hear you thinking.

F*ck, 2 times per day? How in the world can I keep up with that pace?"

I don't know. I'm certainly not going to. 

Especially cause I'm too busy cracking up at all those GIFs in the feed 

(different story)

But here's the spoiler, people.

repeat after me:

IT. DOESN'T. F*CKING. MATTER

again:

IT. DOESN'T. F*CKING MATTER.

There you go. 

Posting isn't the holy grail. 

If posting is the only thing you do on LI, you're probably missing out on a lot of leads anyway. 

I post 5x p/w. 

Monday → Friday

If I'm too busy, I only: 

- Send out connection request
- Comment on other posts
- Respond to DMs

Still active. Still visible.

Ps. 

I'm opening 3x spots for my DFY service. 

I have 2 options:

1. The Content Engine
I write 12 - 20 posts a month (incl. visuals), you do the rest

2. The Full Inbound Engine
I take over your complete account (posts, comments, DMs, the whole shabang)

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

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.

You don't know what to write about on LinkedIn, but every week you have:

5 calls with clients
3 DMs from prospect
10 support tickets from users

All filled with:

Questions
Objections
Misconceptions

You're just sitting on a sh*tload of content.

Use it.

How did you tackle that objection
How did you change their minds
What advice did you gave

Every post should contain a lesson, big or small.

That's your content.

taplio

The Battle

Xan Mannekens

🟡 Roelof Otten

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Performance ScoreXan Mannekens's LinkedIn Performance

Performance Score🟡 Roelof Otten's LinkedIn Performance

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taplio

The Battle

Xan Mannekens

🟡 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);}Xan Mannekens's LinkedIn Performance

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Performance ScoreXan Mannekens's LinkedIn Performance