☀️ Yara A.

B2B Clarity Wordsmith l Content & Copy for B2B SaaS l MarTech, HR, Edtech l Speak your clients' language

Does this ring a bell?

Your SaaS product solves real problems, but prospects struggle to understand what you do or why it matters.

Your messaging is buried in technical language. Case studies take too long to produce. Content exists, but sales cannot use it confidently.

The result is longer sales cycles, stalled deals, and buyers who do not fully “get it.”

👉 That's the problem I solve.

I'm a B2B SaaS content strategist and writer, helping teams turn complex products into clear, buyer-ready communication that supports sales and revenue decisions. 

With 7+ years of experience, I've written and developed web copy, landing pages, case studies, white papers, articles, brochures, and thought leadership content for complex and regulated products. Over time, my role expanded beyond execution into shaping how content supports buyer understanding, proof, and decision-making across the funnel.

Today, my work sits at the intersection of content, buyers, and marketing goals. I support content strategy through execution, insight, and clarity,  using writing as a tool rather than the end goal.

𝗪𝗵𝗮𝘁 𝗜 𝗢𝗳𝗳𝗲𝗿:

 ✓ 𝗖𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: High-converting Web Copy, Landing Pages, and Brochures that turn complex features into business value.
  ✓ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: High-impact Case Studies, White Papers, and Articles that provide the proof-of-concept needed to win institutional trust.
  ✓ 𝗕𝗶𝗹𝗶𝗻𝗴𝘂𝗮𝗹 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 (𝗘𝗡/𝗔𝗥): Translation and localizations ensuring your content is authoritative and accurate across both English and Arabic audiences.

📈 𝗥𝗲𝘀𝘂𝗹𝘁𝘀: 
I've helped clients simplify complex fintech products into clear messaging that supports sales. 
I’ve also created thought leadership content that positioned leaders as trusted voices and developed marketing materials that strengthened their market presence.

💬 What clients say:

🔥 Her ability to simplify complex ideas into engaging content is remarkable. She consistently demonstrated attention to detail, collaboration, and dedication.

🔥 She managed to translate my unorganized thoughts and expertise into meaningful services and formulated them with an impactful approach.

🔥 She developed impactful web copy, articles, brochures, newsletters, and filled award applications that made us finalists at international events.

If your product is strong but difficult to explain, I can help you make it clear.
💬 DM me or book a call.

Member

69% of B2B buyers do most of their research before talking to sales.
They want proof they can verify.

But in many sectors, that proof cannot be shared.
Client names are confidential. Dashboards are restricted. NDAs block the rest.

So I asked experts in aviation, fintech, healthcare, SaaS, pharma, and security how deals still close when public case studies are off limits.

Three patterns came up again and again:

• risk reduction matters more than logo walls
• anonymised stories still work without brand names
• people and process become the proof

The thread is simple: what buyers can verify matters more than what vendors can publicly show.

You can find the full breakdown below.
https://lnkd.in/depBnqX7 

𝘞𝘩𝘦𝘯 𝘤𝘢𝘴𝘦 𝘴𝘵𝘶𝘥𝘪𝘦𝘴 𝘢𝘳𝘦 𝘰𝘧𝘧 𝘭𝘪𝘮𝘪𝘵𝘴, 𝘸𝘩𝘢𝘵 𝘮𝘢𝘵𝘵𝘦𝘳𝘴 𝘮𝘰𝘴𝘵 𝘪𝘯 𝘺𝘰𝘶𝘳 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦: 𝘵𝘦𝘤𝘩𝘯𝘪𝘤𝘢𝘭 𝘤𝘳𝘦𝘥𝘦𝘯𝘵𝘪𝘢𝘭𝘴, 𝘵𝘦𝘢𝘮 𝘤𝘳𝘦𝘥𝘪𝘣𝘪𝘭𝘪𝘵𝘺, 𝘰𝘳 𝘱𝘳𝘰𝘤𝘦𝘴𝘴 𝘵𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺?

Yara Abboud

B2B SaaS Content/Copywriter |FinTech, HRtech/ I help turn complex messaging into revenue -ready content | Case Studies, Guides & Blog Posts

What Actually Works When Proof Cannot be Shared In many B2B sectors, the proof that usually convinces buyers cannot be shared. Client names are confid

Open article: Closing B2B Deals Without Case Studies by Yara Abboud • 7 min read

If you’ve ever rewritten the same piece of content twice…

You don’t need a better writer.
You need better alignment before writing.

I’ve built a simple 1-page question framework
that I now use before every article, post, or asset.

It forces clarity on:
• purpose
• audience
• angle
• outcome

Before a single word is written.

No fluff.
No 5-page briefs.
Just the questions that actually matter.

If you want it,
comment “QUESTIONS” and I’ll DM it to you.

P. S: Connect with me first so that I can DM you. 

#contentmarketing #contentstrategy
#b2bmarketing #copywriting
#marketingtips #writingtips
#contentcreation #marketingstrategy

B2B SaaS Content | I help turn complex messaging into revenue-ready content

B2B SaaS founders and marketers don’t need more content ideas.

They need a better way to decide:
 – which ideas actually matter
 – which angles will land
 – and what to create next (without spinning in circles)

After taking CXL content strategy, I turned the thinking framework into a GPT.
Not a tool.
Not a system.
An ideation strategy partner.

Inside this GPT, you get:
→ Clarity on who to target and what content actually supports revenue
 → Help defining a focused USP and content mission
 → Buyer insight grounded in real sales triggers and objections
 → Content ideas mapped to funnel stage + next sales step
 → Guided thinking to plan and organize content decisions (not just brainstorm)

This isn’t for writing posts faster.
It’s for deciding what’s worth writing at all.
Want it?

1️⃣ Comment “Bot”
2️⃣ Send me a connection request (otherwise I can’t DM it)

I’ll send it over.

B2B SaaS Content | Fintech- HRtech | I help turn complex messaging into revenue-ready content

𝗧𝗵𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗺𝗼𝘀𝘁 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁𝗶𝗮𝗹 𝗕𝟮𝗕 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗻𝗲𝘃𝗲𝗿 𝗮𝗻𝘀𝘄𝗲𝗿

Paul DeMott, CTO at Helium SEO, once said:

“The real buying question is not ‘Who have you helped?’ but ‘Will you help me avoid going to jail?’”

That line explains why so much B2B content underperforms in regulated and confidential industries.

Most messaging is built to answer:
• What does this product do?
• How impressive are the results?

But buyers are silently asking something else:
• What happens if this fails?
• Who is exposed?
• Can I justify this decision internally if things go wrong?

When client names, dashboards, and case studies can’t be shared, buyers don’t become less demanding.
They become more risk-aware.

This is why polished success stories often fall flat.
They don’t reduce uncertainty.

What works instead:
• Clear explanation of decision logic
• Honest discussion of constraints
• Visible ownership and accountability

When content answers the real buying question, trust forms — even without proof.

That’s the difference between content that gets read and content that gets believed.

𝗧𝗵𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗺𝗼𝘀𝘁 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁𝗶𝗮𝗹 𝗕𝟮𝗕 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗻𝗲𝘃𝗲𝗿 𝗮𝗻𝘀𝘄𝗲𝗿


B2B attribution is broken.

Buyers:
• Read an article
• Ask ChatGPT
• Google the brand
• Talk to sales
• Come back weeks later

By the time they convert, content looks invisible.

This is why last-click attribution massively undercounts content’s impact.

The fix isn’t perfection — it’s multi-touch thinking:
• What content appeared early?
• What answered objections?
• What shortened the sales cycle?

When founders only look at first or last touch, they systematically undervalue content — and defund it right before it compounds.

If content influences the journey, it deserves credit.

𝘏𝘰𝘸 𝘤𝘰𝘯𝘧𝘪𝘥𝘦𝘯𝘵 𝘢𝘳𝘦 𝘺𝘰𝘶 𝘵𝘩𝘢𝘵 𝘺𝘰𝘶𝘳 𝘢𝘵𝘵𝘳𝘪𝘣𝘶𝘵𝘪𝘰𝘯 𝘮𝘰𝘥𝘦𝘭 𝘳𝘦𝘧𝘭𝘦𝘤𝘵𝘴 𝘳𝘦𝘢𝘭𝘪𝘵𝘺?

#B2BMarketing #ContentMarketing #Attribution #RevenueMarketing #FounderPerspective #BuyerJourney

Case Study ≠ Customer Success Story.

Most B2B teams use them like they’re the same thing…

…and then wonder why content doesn’t move deals.

Here’s the difference (and when to use each):

📌 𝘊𝘢𝘴𝘦 𝘚𝘵𝘶𝘥𝘪𝘦𝘴

A case study is proof.

It answers:

 • What was the problem?
 • What did we do?
 • What changed? (ideally measurable)

You use case studies when your buyer is thinking:

“Show me this works for someone like me.”

Perfect for:

 • late-stage prospects
 • sales enablement
 • deal acceleration
 • procurement /decision makers who need evidence

📌 Customer Success Stories

A success story is belief.

It answers:

 • What did the customer feel before?
 • What changed in their reality?
 • What’s different now?

You use success stories when your buyer is thinking:

“Do I trust these people?”

Perfect for:

t𝘰𝘱-𝘰𝘧-𝘧𝘶𝘯𝘯𝘦𝘭 𝘤𝘰𝘯𝘵𝘦𝘯𝘵
𝘣𝘳𝘢𝘯𝘥 𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨
𝘸𝘢𝘳𝘮𝘪𝘯𝘨 𝘶𝘱 𝘤𝘰𝘭𝘥 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦𝘴
𝘴𝘰𝘤𝘪𝘢𝘭 𝘱𝘳𝘰𝘰𝘧 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘥𝘦𝘦𝘱 𝘵𝘦𝘤𝘩𝘯𝘪𝘤𝘢𝘭 𝘥𝘦𝘵𝘢𝘪𝘭

👉 Simple rule

Success stories = warm the audience
Case studies = convert the audience

Both belong in a B2B content mix.

But not at the same moment.

𝘞𝘩𝘢𝘵 𝘥𝘰 𝘺𝘰𝘶 𝘶𝘴𝘦 𝘮𝘰𝘳𝘦 𝘳𝘪𝘨𝘩𝘵 𝘯𝘰𝘸 𝘪𝘯 𝘺𝘰𝘶𝘳 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨/𝘴𝘢𝘭𝘦𝘴 𝘤𝘰𝘯𝘵𝘦𝘯𝘵: 𝘤𝘢𝘴𝘦 𝘴𝘵𝘶𝘥𝘪𝘦𝘴 𝘰𝘳 𝘴𝘶𝘤𝘤𝘦𝘴𝘴 𝘴𝘵𝘰𝘳𝘪𝘦𝘴? 👇

𝙇𝙖𝙣𝙙-𝙖𝙣𝙙-𝙚𝙭𝙥𝙖𝙣𝙙 is one of the most effective growth models in B2B FinTech.

But most people only understand it at a surface level.

Here’s what it actually means.

𝗟𝗮𝗻𝗱

A FinTech platform enters a company by solving one specific, low-friction problem.

In spend management, that’s usually:

• corporate cards
• expense tracking

Fast to adopt.
Easy to justify.
Low internal risk.


That’s how the product gets in.


𝗘𝘅𝗽𝗮𝗻𝗱

Once trust is established, the platform grows into adjacent workflows inside the same account:

• approvals and spend controls
• accounts payable
• procurement
• travel spend
• accounting and ERP integrations


The product moves from “tool” to system.
This isn’t theory.
It shows up in revenue.

The success of land-and-expand is measured by 𝗡𝗲𝘁 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 (𝗡𝗥𝗥).

NRR above 100% means a company earns more from existing customers year over year — even without adding new ones.

In B2B SaaS, anything above 120% NRR is considered best-in-class
(Source: McKinsey research on B2B tech growth)

Now look at spend-management FinTech.

Payhawk reported 173.5% NRR in 2024, driven by customers expanding from cards and expense automation into accounts payable, procurement, travel, and finance orchestration workflows
(Source: The FinTech Times)

That’s land-and-expand working at scale.

This is why so many B2B FinTech platforms follow the same entry path:

Land through one narrow use case.
Expand across finance operations.

But the model has a 𝙝𝙞𝙙𝙙𝙚𝙣 𝙧𝙞𝙨𝙠.

If buyers define the platform by the landing feature, expansion depends less on product quality…
…and more on whether marketing reframes what the platform actually is early enough.

Not because the model fails.
But because perception gets locked in too soon.

𝘐𝘧 𝘺𝘰𝘶’𝘳𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢 𝘍𝘪𝘯𝘛𝘦𝘤𝘩 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘵𝘩𝘢𝘵 𝘳𝘦𝘭𝘪𝘦𝘴 𝘰𝘯 𝘭𝘢𝘯𝘥-𝘢𝘯𝘥-𝘦𝘹𝘱𝘢𝘯𝘥, 𝘺𝘰𝘶𝘳 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘩𝘢𝘴 𝘵𝘰 𝘥𝘰 𝘮𝘰𝘳𝘦 𝘵𝘩𝘢𝘯 𝘦𝘹𝘱𝘭𝘢𝘪𝘯 𝘧𝘦𝘢𝘵𝘶𝘳𝘦𝘴. 𝘐𝘵 𝘩𝘢𝘴 𝘵𝘰 𝘴𝘩𝘢𝘱𝘦 𝘩𝘰𝘸 𝘣𝘶𝘺𝘦𝘳𝘴 𝘤𝘢𝘵𝘦𝘨𝘰𝘳𝘪𝘻𝘦 𝘺𝘰𝘶 𝘧𝘳𝘰𝘮 𝘥𝘢𝘺 𝘰𝘯𝘦.

#FinTech #B2BMarketing #Messaging #SaaS #FinTechMarketing

When I review B2B SaaS content, I start with one question:

𝗪𝗵𝗮𝘁 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗶𝘀 𝗵𝗲𝗹𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿 𝗺𝗮𝗸𝗲?

Not:

 • what keywords it targets
 • how long it is
 • how polished it sounds

Buyers don’t read content casually.

They read it while:

 • comparing options
 • anticipating internal objections
 • trying to reduce the risk of being wrong

If a piece doesn’t clearly support one decision moment, it usually underperforms.

That’s why I pressure-test content by asking:
→ what stage is the buyer in?
→ what risk are they trying to reduce right now?

When those answers aren’t clear, the content usually isn’t either.

If you’re stuck on this with a specific piece of content, DM me and tell me what decision your content is meant to support.

𝗪𝗵𝗮𝘁 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗶𝘀 𝗵𝗲𝗹𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿 𝗺𝗮𝗸𝗲?

When users leave a product, UX often gets blamed.

But the problem usually starts earlier, before they sign up.

Before someone downloads an app or books a demo, they’ve already decided:

 • what problem this solves
 • how quickly it should work
 • what “success” looks like

That mental picture doesn’t come from UX.
It comes from messaging.

When the promise is broad or optimistic, users arrive with expectations the product was never designed to meet.

So the experience feels heavy.
Not because it’s bad.
But because it’s answering questions that should have been settled earlier.

That’s why onboarding ends up explaining rather than guiding.
Users hesitate to take action.
And usability tweaks don’t address the real issue.

The gap isn’t usability.
It’s expectation-setting.

Messaging shapes how every screen is interpreted.

Dania Khaled shows how this gap surfaces inside the product, when behaviour reveals the difference between what was promised and what’s delivered.

#UX #ProductMarketing #SaaS #Messaging #Onboarding

The gap between a user’s simple expectation and the overwhelming reality of feature-heavy interfaces.

𝗪𝗵𝘆 𝗺𝗼𝘀𝘁 𝘀𝗽𝗲𝗻𝗱-𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝘀𝗼𝘂𝗻𝗱𝘀 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹

Open five spend-management websites.

You’ll see the same promises:

• visibility
• control
• automation
• time saved

Different companies.
Same language.

This isn’t because the products are identical.

It’s because the category evolved the same way.

Spend-management platforms are defined as unified systems that bring together corporate cards, expenses, approvals, accounts payable, and reporting.
That is the category definition.
(𝘚𝘰𝘶𝘳𝘤𝘦: 𝘉𝘳𝘦𝘹 𝘴𝘱𝘦𝘯𝘥-𝘮𝘢𝘯𝘢𝘨𝘦𝘮𝘦𝘯𝘵 𝘤𝘢𝘵𝘦𝘨𝘰𝘳𝘺 𝘰𝘷𝘦𝘳𝘷𝘪𝘦𝘸)

Here’s where messaging breaks.

Buyers mentally categorize the product based on how they first understand it.

Cards.
Expenses.
Another finance tool.

So marketing explains features.

While buyers are actually deciding categories.

And when every platform tries to describe a broad, unified system, the safest option becomes generic outcomes.

Research shows that how a product is framed shapes buyer perception and purchase intent — even when capabilities are similar.
(𝘚𝘰𝘶𝘳𝘤𝘦: 𝘢𝘤𝘢𝘥𝘦𝘮𝘪𝘤 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩 𝘰𝘯 𝘧𝘪𝘯𝘵𝘦𝘤𝘩 𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯𝘪𝘯𝘨 𝘢𝘯𝘥 𝘣𝘶𝘺𝘦𝘳 𝘱𝘦𝘳𝘤𝘦𝘱𝘵𝘪𝘰𝘯)

That’s why spend-management messaging converges.

Not because teams lack creativity.

But because they’re answering:
“What does this do?”

Instead of:
“Why should I change how we operate?”

This isn’t a product problem.
It’s a positioning problem.

Positioning is the mental shortcut buyers use to understand:
• what category you’re in
• what problem you truly solve
• and why you’re worth changing existing behavior for

When that shortcut is unclear, buyers assume interchangeability long before sales ever enters the conversation.

𝘐𝘧 𝘺𝘰𝘶’𝘳𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢 𝘍𝘪𝘯𝘛𝘦𝘤𝘩 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘢𝘯𝘥 𝘺𝘰𝘶𝘳 𝘮𝘦𝘴𝘴𝘢𝘨𝘪𝘯𝘨 𝘧𝘦𝘦𝘭𝘴 𝘴𝘢𝘧𝘦 𝘣𝘶𝘵 𝘴𝘵𝘶𝘤𝘬, 𝘵𝘩𝘪𝘴 𝘪𝘴 𝘶𝘴𝘶𝘢𝘭𝘭𝘺 𝘸𝘩𝘦𝘳𝘦 𝘵𝘩𝘦 𝘪𝘴𝘴𝘶𝘦 𝘴𝘵𝘢𝘳𝘵𝘴.

#FinTech #B2BMarketing #Positioning #ProductMarketing #SaaSMarketing #GoToMarket #CategoryDesign

When positioning is unclear, buyers assume interchangeability long before sales ever enters the conversation.

Anonymized case studies don’t fail because names are missing.

They fail because:

 • The problem is vague
 • The approach is abstract
 • The outcome lacks context

Jeff Gapinski, CMO & Founder at Huemor, put it simply:
“Instead of showing who we helped, we show what we helped them overcome.”

Specific thinking builds trust.
Names don’t.

𝗦𝗮𝗳𝗲𝘁𝘆 𝗯𝗲𝗮𝘁𝘀 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗶𝗻 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁𝗶𝗮𝗹 𝗕𝟮𝗕

Angelina Losik, Head of Content at Innowise, said something that reframes how trust is built in confidential industries:

“It’s often not the polished success story that closes the deal — but how safe the decision feels.”

This is where a lot of B2B content misses the mark.

Most content is designed to impress:
• Big outcomes
• Clean narratives
• Confident claims

But buyers in regulated and confidential environments aren’t looking for inspiration.
They’re looking for reassurance.

They’re asking:
• What happens if this fails?
• Who owns the risk?
• Can I defend this decision internally?

When logos and metrics can’t be shared, buyers pay close attention to how you think:
• How problems are framed
• Whether constraints are acknowledged
• How tradeoffs are explained

That internal logic becomes the substitute for the case study.

If you’re responsible for how your company explains value in a high-risk buying environment, this question matters.

When results can’t be shared, most teams panic.

They assume the problem is a lack of proof. In reality, it’s a lack of visible thinking.

Buyers don’t need the final number. They need to understand:

 • How decisions are made
• What assumptions are tested
• How high risk scenarios are handled
• Where judgment comes in

This is what “showing the work” actually means.

- Not dense technical specs.
- But clear, buyer-facing explanations of how the work is done.

Most teams already do this thinking internally. They just don’t translate it into writing.

If you’re trying to turn internal process into clear, credible B2B content, DM me.

Why “Thought Leadership” Is a Terrible Goal for SaaS Content

“Thought leadership” sounds impressive.

But it’s a terrible content goal.
Buyers don’t wake up thinking:
 “I hope this SaaS brand has an interesting opinion.”

They want:
 – clarity
 – reassurance
 – proof they’re making the right decision

Most “thought leadership”:
 – avoids specifics
 – dances around problems
 – optimizes for likes, not trust

 Real SaaS content does one thing well:
 It helps buyers decide.
 Less hot takes.
 More clarity.

If your content sounds smart but doesn’t move deals forward, this is usually why.

Agree or disagree?

Most messaging problems are not copy problems.

They’re alignment problems inside the team.

In B2B FinTech especially, unclear messaging is usually a symptom, not the cause.

According to ContentWired buyers rely heavily on signals of credibility, consistency, and transparency when evaluating FinTech vendors, long before they talk to sales

Here’s what’s usually happening behind the scenes 👇

Marketing doesn’t fully trust:
→ the product is differentiated enough
→ the positioning will hold up under scrutiny

Sales doesn’t fully trust:
→ the messaging reflects real objections
→ the claims will survive a compliance conversation

Leadership doesn’t fully trust:
→ how much to say vs how much to hide
→ whether transparency will help or hurt deals

So everyone plays it safe.

And “safe” messaging becomes:
→ vague
→ generic
→ over-polished
→ impossible to remember

Ironically, research shows clarity and specificity increase trust in regulated markets — not ambiguity. (Source: B2Bmarketingworld.com)

The fix isn’t “better copy”.

It’s internal alignment on:
→ what risks you actually solve
→ what constraints you really have
→ what you’re confident defending in front of a buyer

Once teams trust the truth…

The copy gets simple.
The message gets sharp.
And buyers feel it.

Question for you:

𝘞𝘩𝘦𝘳𝘦 𝘥𝘰 𝘺𝘰𝘶 𝘵𝘩𝘪𝘯𝘬 alignment 𝘣𝘳𝘦𝘢𝘬𝘴 𝘥𝘰𝘸𝘯 𝘮𝘰𝘴𝘵 𝘪𝘯𝘴𝘪𝘥𝘦 𝘺𝘰𝘶𝘳 𝘵𝘦𝘢𝘮 : 𝘱𝘳𝘰𝘥𝘶𝘤𝘵, 𝘴𝘢𝘭𝘦𝘴, 𝘰𝘳 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱?

#B2BMarketing #FinTech  #Positioning #Messaging #GoToMarket #Trust
 #Leadership #SalesAndMarketing #B2BSaaS #alignment

Most messaging problems are not copy problems but internal alignment ones.

Aline Chirinian is #hiring. Know anyone who might be interested?

𝗪𝗵𝗮𝘁 𝗜 𝗟𝗲𝗮𝗿𝗻𝗲𝗱 𝗙𝗿𝗼𝗺 𝗪𝗿𝗶𝘁𝗶𝗻𝗴 𝗦𝗮𝗮𝗦 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗵𝗮𝘁 “𝗟𝗼𝗼𝗸𝗲𝗱 𝗚𝗼𝗼𝗱” 𝗯𝘂𝘁 𝗗𝗶𝗱𝗻’𝘁 𝗪𝗼𝗿𝗸

Early on, I thought good SaaS content meant:

 – clean copy
 – smart phrasing
 – confident tone

So I wrote content that looked polished.

And still didn’t do much.

 • No clear signal.
 • No strong positioning.
 • No reason for a buyer to care now.

That’s when I realized something important:

Writing wasn’t the problem.
Direction was.

Once I started asking:
 → Who is this actually for?
 → What decision is this content supporting?
 → What happens after someone reads this?

The quality of the content improved immediately.

Not because I wrote better sentences.
But because I wrote with intent.

That shift completely changed how I approach SaaS content today.

Bernard Gilbert Massaad is #hiring. Know anyone who might be interested?

Luke Shalom

CEO @ Grow Solo I help the C-suite turn industry expertise into predictable pipeline

There are two ways agency founders try to turn LinkedIn into a reliable source of clients.

One is by guessing. Posting when there is time. Relying on referrals and hoping the next month is a good one.

The other is by building a system that creates steady conversations, even when client work gets busy.

Our clients choose the second.

→ Joya Dass (Founder, Women’s Leadership Lab)

The problem:

- She spent hours in the DMs to book a few calls.
- Content happened on weekends.
- When delivery picked up, sales stopped.

Some months were strong. Others were quiet.

Even in good months, there was stress about where the next client would come from.

What we did:

We built a simple LinkedIn content system she could run in house. No ghostwriter or agency retainer dependency.

We shifted her content from generic how to posts to insight driven thinking.

That changed the conversations. People in her network showed up aligned and ready to buy.

We added a content led outbound system powered by a setter we hited and trained. The system kept working while she focused on delivery.

Results:

- Revenue grew from $150k to $300k.
- Sales became predictable.
- The pressure eased.

→ Jonathan Crowder (Founder, Founders Ally)

The problem:

- No time for content.
- Unpredictable sales calls.
- Leads with no budget.
- No sales background. A 10 percent close rate.

What we did:

We removed Jonathan as the bottleneck. 

We built a content system using AI supported by his real thinking. It sounded like him, not software.

Trust was built before the call. Outbound went from 10% to 40% response rates.

We focused prospecting on real buying moments, like recent funding to catch buyers at the right time.

We simplified his sales process. Clear outcomes. Clear cost of inaction was communicated to his buyers.

Results:

- Meetings went from 3-5 a month to 10-15 sales qualifed leads a month.
- A visible pipeline. Increase to a 25 percent close rate.
- $300k in pipeline in 60 days.
- $30k in new revenue closed.

→ Brian Dukes (COO, Exit Wise)

The problem

- Ovelry dependent on referrals.
- No LinkedIn playbook.
- No time to write.

What we did

- We clarified positioning.
- Simplified the offer.
- Built a content engine.

Then we added outbound from the founder profile.

Everything was owned and run internally.

Results:

- Consistent posting machine.
- 500 to 6500 ICP followers.
- $740,000 in LinkedIn-driven revenue over two years.

We have helped 100+ founder led agencies replace unpredictable growth with systems they understand and control.

If this feels familiar, we should talk.

Founder

We help executives to build and monetize their brand on linkedin by scaling your content and turning it into leads, authority and thought leadership.

How?

Engagement + DM flows = Qualified meetings. 

Done with you. Done for you.

2022: I wanted 100,000 LinkedIn followers.

2026: Now I want 10 people who trust me enough to wire me $100,000.

This shift didn’t happen because I stopped wanting influence.

It happened because after 4 years on LinkedIn, I learned one simple truth.

It’s the difference between creators with under 5,000 followers making 7 figures a year from agencies or coaching…

And creators with 100,000 followers who struggle to break $100k.

I call it being "Known Well".

On LinkedIn, there are two paths.

First, the "Well Known" crowd.

Think Justin Welsh.
Broad content.
Viral posts.
Big complex funnels.

Courses for everyone.

Nothing wrong with that.

They are playing their game.

But that game only works with massive distribution.
Most creators chase this path.

They chase 100,000 followers.
They think it will change everything.

It won’t.

The real leverage is being "Known Well" by the right people.

You become niche-famous.

A small group knows you for one thing.
They trust you deeply.
Even 10-30 people like that will pay you well.

That’s how small accounts make $100k a month on LinkedIn.

They play the Known Well Game.

And it’s simpler than you think:


1) Comments

They build a list of the right accounts... people they want to be known well to (ICPs, influencers with their buyers).

They show up every day, pay attention to posting times, and leave insightful comments.

These look like mini-posts, because their aim is to make impact and become known to the right people.

2) They have an indoctrination content ladder

They don’t create for mass appeal.

They understand what’s required to take their specific ICP from skeptic to ready-to-buy ... and they focus on that ruthlessly.

These posts might get less than 10 likes… but the DMs are on fire.

3) They have an outbound motion that feels like inbound

They may not get the turbo reach of big accounts, but dialled-in content lets LinkedIn bring the right people to them.

They leverage profile views, engagement, and followers to start conversations with members of their small but mighty Known Well audience.

Using AI tools, they automate the top of this conversation and only jump in when people are interested and responding.

That’s how you get 10 people to wire you $100k.

That’s the game I want to play.

Build deep trust with people you can truly help.

Everything else on LinkedIn is noise.

Remember that.

I share weekly strategies on how to become known well in your niche and get clients from LinkedIn for your agency. Go read it here: https://lnkd.in/ezZpkchD

CEO @ Atticus | AI sales systems for founders | 5–10 deals/month from LinkedIn in <​ 30 mins/day I $125M+ pipeline generated for 100+ clients

There’s a new breed of agency founder emerging in 2026.

They don’t chase likes.
They don’t live in the DMs.
They don’t grind comments.

They’re called Leveraged Operators.

I’ve spent the last 4 years building LinkedIn sales systems for 100+ lean founders, and the pattern is clear: most are stuck in the activity trap.

AI didn’t just “help.”
It rewired the entire game.

That same ChatGPT agent everyone’s playing with can now map a full demand gen strategy in minutes. 

Meanwhile, founders still hope referrals and a “good name in the space” will carry them.

It won’t.

LinkedIn reach is down ~70%.
Referrals are lumpy.
Cold outbound without trust feels pointless and never leads to clients.

The symptoms are familiar:

- No time to sell
- Prospects treat you like a vendor
- Pipeline dies when you stop posting

I’ve lived it. It’s exhausting.

The founders pulling ahead are doing something different.

Leveraged Operators use AI, assets, and workflows so effort compounds.
They build 80–90% margin consulting layers on top of services using:

- Founder-led demand gen on LinkedIn
- AI agents that create and distribute content
- Content-led outbound that feels like inbound

Two years ago, I hit $60k in revenue in a month.

Profit? $4k.

More revenue. Less freedom.

Thats what building your business the old way gets you. 
Bigger numbers and little take home.

I burned that model down.

In 2025:

$250k profit
21,000 new LinkedIn followers
30–50 leads a month with AI doing the heavy lifting

Founder results mirrored it:

- Joya (Women’s Leadership Lab) doubled ARR to $350k and generates ~$540k in pipeline monthly.

- Jonathan (Founders Ally) went from 5–6 meetings a month to one a day in 60 days.

- Brian (M&A firm) closed $750k in pipeline with inbound-driven positioning.
That’s the Leveraged Operator model.

Not more content.
Not more DMs.
Not more headcount.

System > activity.

Want the exact strategy I’m using in 2026 to add 5–10 deals a month from LinkedIn in under 30 minutes a day?

DM me “Leverage.”

(Or you know you could spend another year on the struggle bus and watch your competitors apply the above model and eat your lunch...)

P.S I took these photos on my 4th holiday of last year with my Colombiana. It was the 3rd time I went to the Carribean. And it was only made possible by having a agency with the right systems to replace me as the bottle neck. You can do it too.

Yesterday I had a call with two guys who’ve built outbound DM workflows for some of the biggest 7-figure agencies and 7-figure creators.

What they said to me made my blood go cold about client acquisition on LinkedIn.

Here’s what happened:

Me: “What have your other clients been seeing on LinkedIn? I’ve seen a drop-off in inbound leads. If we didn’t do warm outbound, we would be broke tomorrow.”

Consultant: “We’ve definitely seen clients getting less engagement across the board, and that’s meant less intent to contact from posts.”

Me: “**** I know it feels tough out there right now. We’re booking calls, but it really feels like the bar has gone way up… In your opinion, do you think it’s all going to ZERO?!”

Consultant: “Not at all. We’ve seen teams equipped with the right processes and systems booking 1–2 meetings every day.”

He paused for a moment and followed up with:

“The bar is set so low on how to progress prospect conversations, it’s never been easier to stand out.”

Here’s what I took from that convo:

There is one hell of an opportunity right now on LinkedIn for agencies who approach and invest real time and focus into their LinkedIn warm outbound.

If you’re willing to figure it out yourself or leverage an expert backed by the right technology, you can gain an insane advantage.

Because here’s the truth…

Your competition still thinks a no-context “pitch slap” message on connect is lead gen.

My advice?

Go deep on creating your founder-led brand with actual insight that’s unique to you. 

Don’t rip your posts straight from AI. 

Use it to scale your ideas and edit the output. Don’t lose the human.

The inevitable outcome of becoming an actual creator is that it’s going to bring you niche authority over time so the algorithm puts your content in front of buyers.

Truly understand the talk tracks that lead to buyers responding, answering, and moving to calls from your LinkedIn profile.

Have a human element responding in your DMs. Founder preferred, but once the process is dialled, a setter can handle it.

You just ned to have meaningful conversations with your customers.

PS… This is your competition... the bar is LOW.

Founder at Atticus | Predictable LinkedIn pipeline using a founder-led sales system I 100+ clients scaled | Be the next 👉 atticusagency.com

My client Joya Dass fired us after we doubled her business.

Then rehired us to build her in-house Atticus Predictable LinkedIn Sales system.

Phase 1 - October 2024 - August 2025

When we started with Joya Dass, Women’s Leadership Lab sat at 5 sales calls a week.

We took her to 10-20 qualified calls a week.

All from people who had already seen or engaged with her content.

Over that year:

→ Her rates went up by $10,000 from better fit prospects
→ She closed $130,000 from the Atticus Done-for-you system
→ ROI was 4.5x on what she paid us

We did not flood her calendar.

We filtered hard so she only spoke with senior women leaders from places like Harvard, Berkeley, high level firms.

Then we paused the done-for-you work after we sunsetted the done for you SDR service.

I counted that as fired.

Phase 2 - September 2025 - December 2025)

On a later call, I was about to refer her to another vendor.

Then I walked her through our new Atticus Predictable LinkedIn Sales system.

How she could bring all her client acquisition in-house in under 30 minutes a day...

We started again.

Different model. 

First 10 days:

→ Built a content bank in her exact voice with our content engineer 
→ Structured posts to shift beliefs and drive demand
→ Trained an agent in ChatGPT so she could write expert content herself
→ Mapped a 6 month content calendar tied to real sales conversations

Next 20 days, we built outbound:

→ Deep GTM research on her ideal client
→ Lead list playbook so she could find the right people on demand
→ AI sales rep trained on her offer, her tone, her dos and donts
→ Workflows triggered by real intent signals like job changes and thought leadership pushes
→ A/B tests on talk tracks until we hit message market fit (what she needed to send to get responses)
→ Plugged in and trained a setter once the machine booked meetings on repeat

Result in the last 2 months of the year:

→ $70,000 closed
→ Women’s Leadership Lab went from $150,000 to $300,000
→ Agency spend dropped from $4,000 a month to $400 a month
→ Her LinkedIn system now drives $510,000 in qualified pipeline every month

What you do not see:

We blew up campaigns that stopped working.
We rebuilt whole flows from scratch.
We had dead weeks where nothing landed.

Joya did not blame the system.
She co-created the result.

That is what my best clients understand.

You are not buying magic.

You are building a machine together. 

I recorded a step by step video on Joya’s whole strategy that doubled her business using LinkedIn, showing:

→ Why we did not fix her problem with content or outbound first
→ Why her content never generated inbound before, but did in 10 days with the new system
→ How we took her from 2–6 hours in the DMs a day to 30 minutes then to zero
→ Why she now only talks to people who already like, know and trust her

Comment "System" below and DM me “System” if you want the video.

P.S Proud of you Joya Dass and can't wait to see your growth this year.

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Luke Shalom

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The Battle

☀️ Yara A.

Luke Shalom

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