Creator Attention

Learn how top creators define, attract and convert their audience.

Founder

Pipeline Catalyst

Build pipeline by having a personal brand copilot that will attract attention to you. 

Here’s the process: 

1. Create your content strategy 
2. Write and publish compelling content that speaks to your ICP
3. Design unique carousels, video clips, one pagers and images that stop the scroll 
4. Engage with your community in comments 
5. Strategically invite your ICP into your network 

Once we’ve started attracting interest to your profile and website, we will custom design an inbound led outbound program that captures the attention we’ve created into pipeline and revenue.

GTMfund

Our investor network consists of GTM executives who've seen zero to IPO. We're here to help exceptional founders with great products successfully scale their go-to-market and grow revenue.

Limited Partner

The Classified Creator

Each week, I breakdown how (and when) a top creator hit their viral moment, so you can weave it into your strategy.

Income Growth Engine

Income Growth Engine is a skills and talent development company that provides courses, coaching, live training, and community for online entrepreneurs.

Head of Partnerships

AdamEnfroy.com

We deliver high quality traffic with search intent to B2B funnels around the world. We do this by producing the highest quality content to over 500,000 monthly readers.

Head Of Partnerships

Waldorf School of Bend

Board Member

Armorblox

Armorblox brings understanding to security to protect the most attacked layer in
enterprises today: the human layer.  We're catching the sophisticated phishing attacks that get through native Google & O365 email controls.  If you're using an email gateway we will augment what you have and add that additional layer of security to catch the social engineering and VIP/executive impersonation attacks their controls won't catch. 

Check out our 5 minute product tour to see it in action: https://get.armorblox.com/product-tour

Armorblox leverages natural language understanding alongside a broad spectrum of algorithms to lend unprecedented accuracy to detecting today's targeted attacks. Organizations are using pre-configured Armorblox policies to stop socially engineered attacks, automate abuse mailbox remediation, and prevent outbound and lateral data loss across email, messaging, and file-sharing services.

VP, Pipeline

Duo Security

RVP, Pipeline Strategy

Director, Pipeline Strategy

Zendesk

Working on the Sales Operations Team to optimize Salesforce.com and make sales reps/managers lives easier. 

Help control data integrity, utilization and overall business processes around Salesforce.com for the sales team

A focus on consolidating sales applications to increase sales force selling time while reducing cost, training and maintenance

More to come!

Sales Efficiency Manager

- Managing a team of 7 Outbound Sales Development Representatives (SDRs)
- Designing the Outbound Process & Playbook from Account Targeting to Measuring Success 
- Built the hiring, onboarding and sales training program for the Outbound Sales Development Team 
- Working closely with the internal Business Development team to staff industry tradeshow and partner events 
- Executing a sales training program and promotion process to prepare SDRs to be world class Account Executives for Zendesk
- Developing and executing sales prospecting campaigns with a focus on industry events, geographic location, industry, partners, competition or current technology stack to drive pipeline generation 
- Implemented Yesware, Salesloft, oDesk (Outsourcing) and evaluating other Sales Development Technology solutions to maximize program efficiencies
- Provide quarterly feedback to executives on successes and challenges of the outbound program 
- Work closely with Sales Operations to make sure Salesforce.com is architected to optimize Sales Development productivity

Manager of Outbound Sales Development

- 2013 Quota Attainment of 105% 
- Managed a team of 7 Inbound SDRs 
- Built the hiring, onboarding and sales training program for the Sales Development Team 
- Conducted sales and prospecting trainings for Sandler and John Barrows (jbarrows.com) methodology
- Worked closely with the marketing team to build a systematic approach to every lead using marketing and sales development technologies 
- Implemented a task based workflow for SDRs to process their daily workflow
- Started building the Outbound SDR program in Q2 2013
- Worked with EMEA and APAC Sales Development Leaders as they built out the regional SDR processes

Manager of Inbound Sales Development

Account Executive

Founder | LinkedIn Strategist | Helping founders and fractional CXOs create demand on LinkedIn. Click the link in the featured section to learn more👇

From 2004 to 2021, I worked at Salesforce, Zendesk, Duo Security and Armorblox building and running GTM Teams (Sales, Sales Ops, Pipeline Strategy).

In 2022, after feeling completely burnt out, I decided to quit and do my own thing.

That has led to…
- Publishing the Creator Attention Newsletter
- Building Founder Brands on LinkedIn 
- Starting my personal brand

The topics I'll go deeper on are: 
- Capturing attention on LinkedIn
- Designing your unique content strategy 
- Building a network of your ideal customers
- Executing a pipeline strategy that attracts customers 

Follow me for daily posts on how to activate LinkedIn into your #1 pipeline source.

If you're thinking that this sounds like a lot of work... 

You're not alone.  

That's why I launched Pipeline Catalyst. 

Click on the Featured Section link for more details.

Or send me a DM if you're interested in hearing more.

I’m happy to share that I’m starting a new position as GTM Advisor at Centralize (YC W24)!

Why Centralize? 

I posted about this on Monday in detail: https://lnkd.in/gJiMgmhy

Finding the clarity of what you should be spending your time on is more important than anything.  We only get one life in this world and for me it's about giving back to the GTM community by ushering us into this new era of software that makes us more powerful. 

That's exactly what Centralize does. 

It's the all-in-one deal workspace for high ACV revenue teams to increase win rates, shorten sales cycles and have an amazing culture of winning. 

I wish this existed when I was an AE at SFDC on Jessica Marr and Tony Rodoni's team.  

Now we have superhuman powers that let you: 

1️⃣ Aggregate relationship insights from your team's actions in email, calendar, slack or by Udi's team at Gong (or any other call intelligence platform)

2️⃣ Automagically create network-led intros (from your execs, advisors and investors) — 🏀 Stephen Oommen would call this Go To Network (GTN) power.

3️⃣ Track real time job changes—and have actionable intelligence to know exactly what to do in order to increase your win rate.

4️⃣ Automate account and contact-level research

This is just the beginning of what's possible.

The reason why I'm so bullish on Centralize is because we're in the first inning of HOW we can leverage AI to make us more powerful as humans.  

Kyle Coleman's team has given us powerful use cases to decrease our GTM Bloat.  

We all have bloat in our GTM tech stack and with the 100s of new AI powered GTM tech tools out there—it's really freaking confusing on what is the right thing to help actually make a difference.  

Centralize is the ONLY platform that AEs, SDRs, AMs and their leadership team need to log into moving forward. 

It’s the R in your CRM. 

There is so much power in the simplicity of what Rachit and William have built.  

Hit me up in the DMs if you want to see it in action.  

It's the best way for your team to hit board targets in '25.

PS… I have to thank Mitch Morando for the introduction to the Centralize team.  Without him—this wouldn’t have happened!

Andrew McGuire

B2B SaaS Pipeline Strategy, Founder Brand Builder, GTM Advisor & Podcast Host

Today, I’m launching a brand new (and refreshed) look for who I am and what I stand for.  Here’s what I’m most excited about: 

The clarity of what I can offer in 2025. 

Why?

The exercise to find it was exhausting, exhilarating and makes you really think about who you are and what you stand for.  

When I decided to go out on my own after Armorblox, I wasn’t sure where I’d end up or what I’d be doing.  

That was April 2022.  

Now it’s January 2025.  

It took me THIS long to realize something I knew all along.  

Lean into what you do best, refine the offer until it provides 5-10x the value and an easy yes for your prospects.  

I don’t know why I was so resistant to it but here it is.  

My new tagline: 
SaaS Pipeline Strategy Consulting 

It’s what I’ve done for 15+ years at B2B SaaS companies.  

Helped figure answer these two questions: 
1. How much pipeline do we need to hit our revenue targets? 
2. Where will it all come from? 

And now I've added a third question: 
3. What's the LinkedIn Strategy for the SaaS founder—to activate a new pipeline channel? 

I’m helping SaaS founders and GTM Leaders as a consultant where I can have a greater impact across organizations I believe in.  

I’ve found a few early stage SaaS companies I’m really excited about. 

I’ll be adding them to my profile here as ‘GTM Advisor’ and if you want to learn more, let me know. 

In the meantime, everything I’m doing now is live on andrewcmcguire [dot] com.  

My newsletter. 
My consulting offer. 
My creator deep dives.  

I’m also going to be continuing to doing creator breakdowns every Wednesday.  

This week I’m releasing an updated version of Adam Robinson’s journey where I’ll be highlighting his founder journey, BEEF with Kosoglow and the 6Sense lawsuit fun. 

If you haven’t already signed up for my newsletter—click the link under my name on this post.  

I’m at capacity for my consulting offer but am building a waitlist for Feb/March so if you’re interested send me a DM or go to andrewcmcguire [dot] com to learn more.  

I don't think I've been this excited about a year ahead in a long long time. 

Let me know what you think of the new look in the comments.  I'd love some feedback!

—

PS...

I have to thank Jim Cyb, Ben Salzman, Rachit Kataria 👨🏽‍🌾 for their kind words you’ll see on the homepage and Jen Allen-Knuth, John Barrows, Doug Landis and Andy Mewborn for their words on the newsletter.  

And to Devin Reed for the inspiration and motivation to refine your positioning and offer—so it's an easy yes.

“LinkedIn: 𝐴 𝑝𝑙𝑎𝑐𝑒 𝑤ℎ𝑒𝑟𝑒 𝑦𝑜𝑢 𝑎𝑟𝑒 𝑜𝑛𝑒 𝑓𝑜𝑙𝑙𝑜𝑤, 𝑐𝑜𝑛𝑛𝑒𝑐𝑡𝑖𝑜𝑛 𝑜𝑟 𝑐𝑜𝑚𝑚𝑒𝑛𝑡 𝑎𝑤𝑎𝑦 𝑓𝑟𝑜𝑚 𝑎 𝑙𝑖𝑓𝑒 𝑐ℎ𝑎𝑛𝑔𝑖𝑛𝑔 𝑟𝑒𝑙𝑎𝑡𝑖𝑜𝑛𝑠ℎ𝑖𝑝 𝑜𝑟 𝑜𝑝𝑝𝑜𝑟𝑡𝑢𝑛𝑖𝑡𝑦. ” - Darren McKee

This quote resonated with me from a post Darren published a few days ago.  

Source: https://lnkd.in/gpT7e9cU

Sure, we can all post about building a brand on LinkedIn but Darren lives it. 

I’ve spent 100s of hours breaking down founder and creator journeys on LinkedIn—to understand EXACTLY what works to grow on LinkedIn today.  But it’s clear to me that Darren is in the top .01% of people on this platform that truly understand it.  

But it didn’t start like that. 

He was just like 99% of us.  

He had a normal job and was living a ‘normal’ life—getting that W2 paycheck that helps you pay the bills.  

But by making a consistent effort to post and engage on this platform everyday—he made it to the other side.  He’s a successful founder of his own business.  

And if you want to learn from him—go sign up for his LinkedIn cohort that starts March 3rd at darrenmckee [dot] co.  

Here’s the story of Darren McKee and how he’s successfully mastered LinkedIn.  👇

Enjoy… 

—-

PS… don’t miss a weekly founder breakdown like this that I do every Wednesday.  Sign up for the newsletter to get access by clicking the link under my name on this post.

Chris Walker posted on Jan 14th that '𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑚𝑒𝑎𝑠𝑢𝑟𝑒𝑚𝑒𝑛𝑡 𝑎𝑛𝑑 𝑎𝑡𝑡𝑟𝑖𝑏𝑢𝑡𝑖𝑜𝑛 𝑖𝑠 𝑎 𝑡𝑜𝑡𝑎𝑙 𝑚𝑒𝑠𝑠 𝑎𝑛𝑑 𝑒𝑣𝑒𝑟𝑦𝑏𝑜𝑑𝑦 𝑘𝑛𝑜𝑤𝑠 𝑖𝑡.  ' but here's the one thing he's forgetting: 

The Dark Funnel Reality is real.  

I agree with him that 'Marketing is a Portfolio of Investments' but it's more important to understand the WHY vs. optimizing for the HOW.  

Why someone is interested in your product is more important than how they got to you.  

Why do I believe this? 

Nothing is a straight line anymore.  We can't have direct attribution to one source.  It's a portfolio of strategies that help influence the trust you build with prospects.  

In the ZIRP era when attribution didn't matter as much—that's fine but now in an AI enabled GTM world, it's going to be much harder to justify additional spend on humans when AI can do 90% of it. 

I believe that we're moving rapidly to a digital workforce that will be able to do 100% of what humans can do once Agents are here.  

Agent: AI digital worker that can execute tasks for you 
Assistant: AI digital worker that is directed by an Agent (or what we call a human today).  

But here's what will never change.  

Human relationships.  

And that will live in the dark funnel where it will be almost impossible to figure out how to attribute the conversations happening in the GTMfund LP slack channel or what Samantha McKenna talks about with the spike in LinkedIn impressions without any clear reason why... 

That's the dark funnel that will forever be a challenge.  

Here's the takeaway: 

1/ Invest in building your founder brand on LinkedIn—it builds trust and authority you can't buy with marketing dollars in the traditional ways. 
2/ Join Sam Jacobs Pavilion community and participate—along with the GTMFund if you can.  Community is where referrals and new tech is really discovered. 
3/ Leverage AI in your GTM stack and do it quickly.  It's the competitive advantage but it's happening fast.  

I'm curious what your take is on the dark funnel and how you'd adjust my thinking here?  Let me know in the comments.

I had a complete mental breakdown in 2022. 

It changed my entire life.  

I immediately left my high paying VP of Pipeline job at a high paying SaaS startup. 

I decided to go out on my own and follow the less traveled path. 

I had no interest in changing the world or being Elon to take us to Mars.  

And I certainly didn’t want to burn myself out again at yet another startup. 

Instead, I wanted to grow slowly, spend time with my family in Bend, go to the sauna when I want to (or hike with friends).  

It’s slowly happening the way I planned—with a few twists but overall it’s happening. 

It’s partly because of how Dan Koe talks about Focus.  

His book Art of Focus changed how I think. 

I talk about it in his documentary. 

Make sure you watch the full video. 

—-

PS…sign up for my newsletter so you don’t miss these every week.  Hit ‘View my Newsletter’ under my name on this post.

Scott Barker’s last question on the GTMNow pod is epic.  Here are the 4 best responses that I heard in 2024: 

This was compiled in episode #127 where Scott wraps up 2024 with a great compilation episode where he asks every guest this question: 

"What is one widely held belief that Revenue leaders or Founders hold to be true today that you think is outdated or no longer serving us?"

I listened to these episodes earlier in the year but it’s always a good practice to reflect on how B2B SaaS is changing—and challenge it.  Push back on what is bull$***. 

I’m calling it the GTM Myth Graveyard—where BS goes to die.  

Here are the four biggest graveyard moments that I agree with: 

1/ Outbound is dead

"There's this new meme that outbound is dying or outbound is dead... I wholeheartedly disagree." - Sam Blond

I agree Sam—here's why:

Darren McKee outbounds every day.
With LinkedIn DMs and video. 
That’s outbound.  
And working.

2/ Volume Monument 

"I hate when sales leaders obsess about lead volume instead of lead value... I can get you lots of volume - you're just going to hate it." - Jon Dick

The obsession around # of leads vs. value of leads is BS.  The number of leads shouldn’t matter.  This goes into the narrative that Mark Kosoglow and Max Altschuler talk about—and why Operator exists. 

Don’t get sucked into it.  Focus on quality. 

3/ Expertise Monument

"There is no one I could hire today that has five years of sales leadership with AI power development tools - person doesn't exist." - Elizabeth Pemmerl

My take: 

Over the last three weeks I’ve realized something that I didn’t think could be true today.  

And it's because I met Justin Coats who has shown me what the future looks like and that future exists today.  

If you want to 10x your team’s productivity and build their digital counterparts—talk to Justin.  

4/ Playbook Monument 

"Every CRO has a Playbook... but playbooks aren't going to be the top level thing that a really great sales leader needs." - Nealesh Patel 

Here's my take on this: 

Playbooks worked 5+ years ago.  

I still have my playbooks from John Barrows BASHO trainings and WYWYN emails.  

But now, we’ve got this crazy mashup of Clay Tables, Signal Data, GTM Intelligence platforms and so many unique ways of building pipeline—these playbooks are dead.  

I’m building a new approach that is a combo of a GTM Architect (Strategy) and GTM Engineer (Operations) — while also being the Darren McKee generating deals in the DMs.  

Here’s what I believe will happen in 2025: 

1. Outbound will thrive—human to human interactions will win 
2.  Higher quality and less volume will win 
3. Learning how to build digital teammates is massive differentiator 
4. The new playbook lies in those that have the creative mind to execute 

Thank you Scott and Sophie for making the GTMNow pod in the top 1% of pods. 

I’ll be starting my own podcast here soon and looking forward to sharing it with everyone.

Here's EXACTLY how Dan Koe built a $5M empire and 3.3M+ online following…

Focus.

3 priority tasks + 3 hours of focused work + 3 months of consistency = An entirely new outlook on what you are capable of.

In 2016:
Dan was just another struggling freelancer trying everything:

↳ Digital art creation
↳ Facebook Ads agency
↳ Fitness YouTube channel
↳ Rave clothing dropshipping
↳ Minimalist wallet e-commerce…

He failed at EVERY SINGLE ONE.

Today…

That formula helped Dan build 3.3M+ online followers…

↳ $5M+ creator business
↳ 154k LinkedIn followers
↳ 489k followers on Twitter
↳ 1.6M Instagram followers
↳ 899k YouTube subscribers
↳ 175k+ newsletter subscribers

But here's the kicker…

Everything changed when he made the strangest decision ever…

Instead of niching down:

He became his niche.

You don't need more time.
You don't need more tactics.
You just need focused intention.

Swipe to see how you can replicate Dan’s success with Focus.

---

PS - remember that I'll be releasing his full journey in video form so make sure to hit 'Subscribe to Newsletter' under my name so you don't miss it!

How to build your online empire...

SDRs have the hardest job in the world.  And hitting quota has only gotten harder since then.  Here's the story:

I was on Greg Nelson’s team working on the 3rd floor of 1 Market Street at Salesforce [dot] com. 

It was my dream job.  I was calling into the SE territory of F500 companies to get CIOs to take meetings for this new thing called force [dot] com.  

Why? 

Well there was a competition—a SPIF.  

I wanted to WIN more than anyone else and showed up at 5am because it was 8am on the east coast and at that time—most of the SDRs lived on the West Coast. 

There were very few calls going into offices and I wanted to hit my daily activity quota but 9am PT before anyone else showed up.  

Guess what… 

I was usually green on the dashboard and ready to head to lunch before most of the team showed up for the day. 

Things have changed DRASTICALLY in how to be an SDR since then. 

Brian LaManna is building out ClosedWon.xyz with new tips and tricks for prospecting. 
Sam Nelson has built an epic community with sdrleader [dot] com 
John Barrows continues to deliver high quality content for us. 
Peter Kazanjy has built the Modern Sales Pro community. 

Last but not least:

Darren McKee's Social Selling Cohort is exceptional 
for generating pipeline on LinkedIn in 2025. 

I am planning on joining one of his training cohorts this year. 

And let's not forget the talk of GTM Engineers, Clay tables and 
AI SDR.. 

The list of how things have changed is long and challenging to keep up with. 

But one thing hasn’t changed.  

The emotion of getting to quota every month is a freaking roller coaster. 

I put this visual together because it feels right on point with how I felt
and still holds true today. 

What do you think?  Am I way off or is this how you feel getting to quota?

I spent the last 3 months studying every post, pivot, and strategy that transformed Adam Robinson into LinkedIn's most prolific B2B voice. Here are the top 5 posts he published that got 1.8M impressions: 

In 2019, his first LinkedIn post got 9 reactions. Today, he has 100,000+ followers and he’s had posts hit 700K+ impressions.

But it didn’t start that way.  
He spent a year struggling. 
Why? 
He was: 
- Speaking to the wrong audience
- With the wrong message 

But everything changed when he started following what he calls: 
Author → Audience → Platform 

He started speaking to SaaS founders (instead of E-commerce store owners).  

He is a SaaS founder.  He understands their problems.  

This led him to having 5 viral moments that changed everything:

𝟏/ 𝐄𝐥𝐞𝐩𝐡𝐚𝐧𝐭 𝐢𝐧 𝐭𝐡𝐞 𝐫𝐨𝐨𝐦
"I've spoken to 30 founders over the past six weeks about their BDR teams..." 
→ 719,906 impressions 
→ The post that found his true audience

Post Link: https://lnkd.in/g2MvXTji

𝟐/ 𝐂𝐨𝐧𝐭𝐫𝐚𝐫𝐢𝐚𝐧 𝐎𝐩𝐢𝐧𝐢𝐨𝐧
"This will not be a popular thing to say on LinkedIn, but my bootstrapped $20M ARR SaaS just shrunk our sales team from 15 to 4 reps and growth SPED UP (!)" 

→ The post that proved he thinks differently

Post Link: https://lnkd.in/gy94peVD

𝟑/ 𝐃𝐚𝐯𝐢𝐝 𝐯𝐬. 𝐆𝐨𝐥𝐢𝐚𝐭𝐡 
"Yesterday 6sense threatened to sue me over a viral LinkedIn post..." 
→ The controversy that turned him into a household name

Post Link: https://lnkd.in/gFQNspjS

𝟒/ 𝐓𝐡𝐞 𝐏𝐨𝐬𝐭 𝐙𝐈𝐑𝐏 𝐄𝐫𝐚 𝐟𝐨𝐫 𝐒𝐚𝐚𝐒
"I bootstrapped my startup to $12M ARR with only 6 people..." 
→ 835,759 impressions 
→ The post that validated his contrarian approach

Post Link: https://lnkd.in/gMVTTuNY

𝟓/ 𝐂𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐃𝐫𝐚𝐦𝐚 𝐟𝐨𝐫 𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬
"Dear LinkedIn, I have an important announcement to make. The beef with Mark Kosoglow has been settled..." 

→ Even turned a public debate into viral content

Post Link: https://lnkd.in/g2MsQ7-S

But here's what nobody talks about: 
Like I said at the top of this post—he spent an entire year posting to the WRONG audience.

Get ready for an epic drop tomorrow of his full story in the newsletter and right here at 6am Pacific on Wednesday.  Click the link under my name on this post to join the fun tomorrow.  It’s the best video I’ve put together yet. 

Hint: It’s a documentary I’m calling Adam Robinson: The Prolific Zone

I spoke with 6 founders last month who want to build their founder brand on LinkedIn.  Adam Robinson IS the unicorn of founder growth on here.  Here’s a 9:51 minute video documenting how to DUPLICATE his success: 

The fascinating part? 

It started with a simple thank you post in 2019 that got 9 reactions. Then... silence for nearly 4 years.

But when he came back in 2023, something clicked.

His breakthrough post in August 2023:

"𝐼'𝑣𝑒 𝑠𝑝𝑜𝑘𝑒𝑛 𝑡𝑜 30 𝑓𝑜𝑢𝑛𝑑𝑒𝑟𝑠 𝑜𝑣𝑒𝑟 𝑡ℎ𝑒 𝑝𝑎𝑠𝑡 𝑠𝑖𝑥 𝑤𝑒𝑒𝑘𝑠 𝑎𝑏𝑜𝑢𝑡 𝑡ℎ𝑒𝑖𝑟 𝐵𝐷𝑅 𝑡𝑒𝑎𝑚𝑠..."
→ 719,906 impressions
→ 3,379 reactions
→ 697 comments
→ 137 reposts

Why?

Because he finally found his people. He stopped writing for ecommerce owners and started writing for himself - a SaaS founder talking to other founders about the problems nobody else would address.

Then came the legendary moments:

→ The 6sense saga that turned into a masterclass in content strategy
→ His "beef" with Mark Kosoglow that had the entire B2B world watching
→ Dropping $750K on video content in 2024 to keep pushing boundaries

But here's the truth: it wasn't about the controversy.

It was about finding what Adam calls the "Prolific Zone" - that sweet spot between mainstream content and being different enough to stand out.

Want the full breakdown? 

Hit play on the video below. 👇

I detail exactly how he did it, and how you can too.

The COVID-19 Lockdown was the best thing that happened to Darren McKee. Here’s why: 

It all started in March 2020.  He was asked to work from home.

He thought it’ll be a week or two—like we all did. 

But weeks rolled into months.

For someone who loves handshakes—and closes deals over coffee…

He needed to do something fast.

That something was LinkedIn.

Here's what his following looks like today:
↳ 126k engaged followers
↳ 9M views on a single post
↳ 13M+ impressions on just 3 posts
↳ The go-to social sales founder and coach

Here’s the fun part: 

He built this over 5 content strategies.

𝟏/ 𝐇𝐨𝐨𝐤𝐬 𝐭𝐡𝐚𝐭 𝐠𝐫𝐚𝐛 𝐚𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧
↳ Share real-life experience.
↳ Start with one clear thought.
↳ Challenge common assumptions.
↳ Add unexpected elements that stop the scroll.
↳ Close with a suspense that makes them read more.

𝟐/ 𝐏𝐮𝐭 𝐚 𝐟𝐚𝐜𝐞 𝐨𝐧 𝐭𝐡𝐞 𝐩𝐨𝐬𝐭
↳ No perfect headshots.
↳ Raw authentic moments.
↳ Regular selfies that build trust.
↳ Build connection through authenticity.
↳ Let your personality become your signature.

𝟑/ 𝐌𝐚𝐬𝐭𝐞𝐫 𝐭𝐡𝐞 𝐜𝐨𝐦𝐦𝐞𝐧𝐭 𝐬𝐞𝐜𝐭𝐢𝐨𝐧
No automation tools or VAs.
Turns comments into valuable discussions.
Makes announcements in comment sections.
Detailed, thoughtful responses that add value.
Answers every single comment and DMs personally.

𝟒/ 𝐋𝐚𝐬𝐞𝐫-𝐟𝐨𝐜𝐮𝐬𝐞𝐝 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠
↳ Be specific.
↳ Know your people.
↳ Speak their language.
↳ Solve their exact problems.
↳ Never try to reach everyone.

𝟓/ 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐩𝐢𝐥𝐥𝐚𝐫𝐬 𝐭𝐡𝐚𝐭 𝐰𝐨𝐫𝐤 (𝐟𝐨𝐫 𝐡𝐢𝐦)
↳ Find your voice.
↳ Share your unique story.
↳ Never scatter your message.
↳ Transform stories into lessons.
↳ Turn experiences into actionable frameworks.

Darren’s journey proves that:

↳ Authenticity beats algorithm.
↳ Every. Single. Time.

Swipe to see exactly how he applied these strategies to his top 5 posts…

---

PS... click 'View my newsletter' under my name on this post to join my newsletter so you don't miss these epic weekly founder breakdowns every single week.  

Tomorrow you'll get Darren's complete story in video form. 

Next week we're tackling Eric Partaker so get on the list!

You'll never believe how he did it...

Building a business as a founder is hard work. 


Don’t let it take over your life so much that it becomes your only priority. 

Life is more than your business. 

Take care of your family. 

Time is precious. 

Be present.

In 2025, SDRs might be using AI for everything… but here's one thing that will never change: the iceberg of reality.

(Spoiler alert: It's not just about "making more calls.")

Everyone thinks being an SDR is about dialing nonstop and booking meetings.

But if you're an SDR, you know that’s just the tip of the iceberg.

What people think:
➛ "You're not making enough calls!"
➛ "You shouldn’t get credit for this opp!"

What it actually is:
✔️ Account research that feels like detective work
✔️ Writing and rewriting subject lines that still don’t get opened
✔️ Perfecting a cold call pitch (and delivering it like a Broadway actor)
✔️ Becoming a prompt engineer for AI tools (you know it’s true 👀)
✔️ Keeping your AE happy like it’s a full-time job
✔️ Figuring out how to be a quasi-GTM Engineer
✔️ Learning to master tools like Clay, Smartlead, and every new shiny platform
(Pro tip: You’re 3 new logins away from success—or a breakdown.)

The SDR role evolves every year—AI, new tools, fresh metrics—but one thing will always stay the same:

It’s the work no one sees that makes or breaks success.

Shoutout to all the SDRs grinding behind the scenes.

Tag your favorite SDR and give them the credit they deserve. ❤️

I'll go first: Sam Nelson (the OG that has started the BEST group) and I have FOMO for missing out on the Sales Dev conference this year.

TikTok goes the clock. 


I have never installed it. I’ve always been paranoid from my days working at Duo Security with Patrick, Dug and Jon.  

I’m not going to get into the WHY but knowing that our government decided it wasn’t safe for us is frightening. 

It’s also why I’ve leaned into LinkedIn being the best platform to build a founder brand on today. 

It’s only going to get stronger with this ban.  Don’t try and install a ‘free’ VPN to get around it like Brian Krebs said in his post today. 

Move on. It’s safer. Build your brand on LinkedIn. It’s the best way of building a long term and safe space for your business. 

With Microsoft owning this platform and how big tech is going to become stronger in the new administration — there is no reason to ignore it now. 

No matter your political affiliation—it’s clear from the Zuck interview with Rogan to who’s backed the Inauguration Day tomorrow … 

LinkedIn will become THE platform and if you’re not building on here—you’re missing out. 

Devin- what’s your take on this since you’ve been TikTok ‘in it … now what?

Gal Aga was highlighted by LinkedIn’s CEO, Ryan Roslansky because of the 10M impressions in the last year that led to this powerful takeaway:

LinkedIn isn’t just a social channel It's an all-in-one growth engine.

I believe this.  I would get a tattoo that says this but that might be crossing the line—or is it Devin Reed? 😉 

Here are the 9 steps I tell clients to follow to take advantage of this all-in-one growth engine: 

𝟏/ 𝐌𝐚𝐬𝐭𝐞𝐫 𝐘𝐨𝐮𝐫 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 

Take the time to really think about what’s uniquely YOU. 
Gal Aga was able to produce 10M impressions in the last year because he mastered this step. 

𝟐/ 𝐂𝐫𝐚𝐟𝐭 𝐘𝐨𝐮𝐫 𝐍𝐚𝐫𝐫𝐚𝐭𝐢𝐯𝐞 

It all starts with clearly articulating who you are and what you stand for.  This can be called a Strategic Narrative or Manifesto.  Plan carefully. 

𝟑/ 𝐒𝐭𝐚𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐆𝐚𝐦𝐞 

 It takes months—and even years to build a following that will give you a superpower to build once you have an audience.  

𝟒/ 𝐀𝐫𝐜𝐡𝐢𝐭𝐞𝐜𝐭 𝐲𝐨𝐮𝐫 𝐆𝐓𝐌 
(Not Engineering it) 

Brendan Short and the Clay team have different definitions of a GTM Engineer.  I think it’s great to talk about who is going to tinker with the tools but what’s more impactful to me is — what’s the strategy—that’s the architect. 

𝟓/ 𝐀𝐦𝐩𝐥𝐢𝐟𝐲 𝐖𝐢𝐧𝐧𝐞𝐫𝐬 

You will find winners that you publish organically.  Once you do, leverage the Thought Leader Ad platform on here to surface it up and pull attention to YOU with the post that worked organically. 

𝟔/ 𝐒𝐜𝐚𝐥𝐞 𝐲𝐨𝐮𝐫 𝐍𝐞𝐭𝐰𝐨𝐫𝐤 

You can proactively send connection requests (~100 per week) using Nick Velkovski’s HeyReach.  This gets a 20% accept rate.  If you use Darren McKee’s method —it’s ~80%.  Go see what he’s all about if you want to win THIS game. 

𝟕/ 𝐁𝐮𝐢𝐥𝐝 𝐲𝐨𝐮𝐫 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 
Here’s what Peep Laja shared earlier this week: 
"Dark social" dominates (72%). The journey typically starts in private communities BEFORE moving to public sources.

Marketing leaders overwhelmingly turn to peer networks on private Slack channels, WhatsApp groups, and professional communities first.

• 45% start in spaces like Pavilion, CMO Coffee Talk and Exit Five
• 27% text trusted peers directly

"My WhatsApp group of CMOs is my first stop"

Source: https://lnkd.in/gaUdkycF

𝟖/ 𝐒𝐭𝐚𝐲 𝐜𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 

Showing up is half the battle in anything in life—getting to the gym, journaling, being present at home (which requires locking your phone in a box like Mike Wobler reminds me of).  

Just hit post— This is the hardest part for some of my clients. 

𝟗/ 𝐌𝐢𝐱 𝐲𝐨𝐮𝐫 𝐦𝐞𝐝𝐢𝐚 

Think about my brand: long form video, text, infographics, carousels and soon—a podcast (more on that soon).   What’s yours look like?

Samantha McKenna—you asked me a while back what my strategy looks like.  Here it is.

What did I miss?

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