Restartt

Co-founded Restartt to build the next-generation full-stack GTM agency for B2B SaaS. Designed to serve Series A and later-stage companies, Restartt combines strategy, execution, and experimentation to accelerate pipeline generation. With a deep focus on the acquisition growth loop, the agency helps some of the world's fastest-growing SaaS companies operationalize and scale their marketing, brand, and growth functions with speed and precision.

Co-Founder

Minuttia

Founded Minuttia from scratch and grew it into one of the most respected content marketing agencies for B2B SaaS. At its peak, the agency was doing 7 figures in ARR and employed a team of 20–25 people. We’ve worked with 40+ SaaS companies, including ServiceTitan, Toggl, Docebo, Sitecore, Guru, and NordVPN, many backed by investors like Sequoia, Accel, and Bessemer.

Founder

GrowthWaves

Created GrowthWaves to share deep, practical ideas on how B2B companies grow. The newsletter is read by operators and marketers at companies like Amazon, Spotify, Canva, HubSpot, Ahrefs, ServiceTitan, and Wix, serving over 5,000 readers and growing. All content is based on tested ideas and lessons from growing, advising, and studying SaaS companies.

Reforge

Working with Reforge to create content for their community of operators. This includes tools, templates, and webinars based on what works in B2B SaaS growth, drawn from years of experimentation and relentless execution, not theory.

Creator

Attio

Collaborating with Attio as part of their Creators Network to produce insightful, hands-on content that showcases advanced use cases and workflows in modern CRM systems. Focused on creating actionable examples and tutorials that help B2B professionals streamline their GTM processes using Attio's powerful, intuitive UI. The work emphasizes practical applications of relational databases, automation, and collaborative CRM design tailored for high-performing go-to-market teams.

RankBee.ai

Invested in RankBee.ai, a company building software that helps brands track and optimize visibility across AI models like ChatGPT, Google Gemini, Grok, and Claude. This represents a new category of marketing software—often referred to as GEO (Generative Engine Optimization). Unlike traditional SEO, GEO focuses on visibility within AI search environments, which are becoming a distinct part of the buyer journey. As AI search gains adoption, tools like RankBee are helping companies understand and improve how their brand shows up in these new search interfaces.

Angel Investor

George Chasiotis

Working directly with SaaS founders and teams on go-to-market (GTM). Also invest in early-stage SaaS companies and support them with strategic input across product, GTM, marketing, and growth. This work is grounded in firsthand experience—from scaling Minuttia to advising companies across different categories and growth stages.

GrowthMentor

Served as a growth mentor on GrowthMentor’s expert platform, advising early- to mid-stage B2B SaaS founders and marketers on growth strategy. While managing Minuttia full-time, I offered hands-on guidance in focused mentorship sessions, helping companies navigate challenges and opportunities across various GTM motions.

Growth Mentor

The SaaS SEO Show

Hosted 100+ in-depth interviews with leading figures in the SEO industry, including Rand Fishkin, Kevin Indig, and other influential voices shaping organic growth in B2B SaaS. The show attracted thousands of downloads and built a dedicated audience of SEO practitioners, growth marketers, and founders from top-tier SaaS companies worldwide. Focused on uncovering actionable insights, frameworks, and stories behind successful SEO strategies, the show became a trusted resource for those building organic growth engines in competitive markets.

Host

LearnWorlds

Advised LearnWorlds on building and scaling their organic growth engine from the ground up. Worked closely with their team to develop and implement SEO strategy, optimize content operations, and troubleshoot technical growth bottlenecks. Also provided strategic guidance on improving their acquisition growth loop, including conversion rate optimization initiatives. During this collaboration, LearnWorlds achieved over 50% growth in organic visibility, contributing to a stronger inbound pipeline and sustainable, compounding growth.

Growth Advisor

Hey there 👋

I'm George, and here's the (super) short version of my story:

- Built a 7-figure content marketing agency for SaaS companies
- Worked with 40+ leading SaaS companies such as ServiceTitan, Toggl, Docebo, Sitecore, Guru, and NordVPN
- Helped portfolio companies of renowned investors such as Sequoia, Accel, and Bessemer Ventures
- Built and managed a team of 20-25 people
- Built a newsletter on B2B growth with 5,000+ readers
- Featured in 50+ media outlets such as ProductLed, Growth Unhinged, Reforge, and Superpath
- Angel invested in 1 SaaS startup

What you'll get by following me?

- Behind the scenes of running my companies
- Actionable tips on how to grow a successful B2B company
- No-fluff advice that's based on experiments and things I try out myself

How to work with me?

1) Full-stack Growth Agency: Visit https://restartt.ai/ and request an intro call
2) Content Marketing Agency: Visit minuttia.com/lets-talk/ and submit a form request
3) Newsletter: Visit growthwaves.com and sign up for free
4) Speaking and Angel Investment Requests: Visit georgechasiotis.com and submit a form request

On October 29th, I'll be speaking at Spotlight by Semrush.

What about?

LinkedIn Growth: The Playbook of the Now

This won’t be one of those 'just be consistent' or 'leave comments before you post' kind of sessions.

I’ll walk you through the real wins and failures we’ve had running LinkedIn growth programs, for both Restartt’s clients and ourselves.

Use the code GEORGE35OFF for 35% off if you haven’t grabbed a ticket yet:

https://lnkd.in/dEVGhbsw

Full agenda here:

https://lnkd.in/drc65rgd

Spots for my mastermind might already be gone, so if you’re thinking about joining, move fast.

There may be some marketing legends speaking at the same time—Alexandra Tachalova, Kevin Indig, Erika Varangouli, Tania Miranda, 📱 Cindy Krum—but we’ll do our best to fill the session anyway.

P.S. Huge thanks to Semrush for turning my (once serious) dream of being a techno artist into such a cool creative.

Semrush

Restartt - LinkedIn Growth Agency

A-tier Digital PR! Winning coverages on Yahoo, Forbes, BBC, Business Insider, Realtor, and more!

Growth Advisor | Hypergrowth Partner

Content Marketing, SEO and Branding @Riverside.com

Global Head of SEO & Content at Tellent (formerly Recruitee)

Founder & CEO of MobileMoxie, Inc

Co-founder at Restartt // LinkedIn Growth Agency // Views are my own

Paid media isn’t working like it used to
It’s also very expensive
LinkedIn impressions are down
No one reads blog posts these days
You don’t need more case studies
AI search sends less referral traffic to websites
Google search is long dead
Posting from your company account is a waste of time
You shouldn’t post from your CEO’s account if they don’t have any followers
Employee advocacy works only if incentivized
Cold emails barely get replies anymore
Branded swag is basically garbage
Webinars are ghost towns
And don’t even get me started on events

Is it enough or shall I continue?

The amount of bullshit marketers are expected to swallow these days is unreal.

I feel you.
You’re just trying to do your job.
Instead, you’re stuck in endless, pointless Zoom calls.
Explaining for the 5th time why your CEO posting once a quarter won’t “build a brand.”

What a waste of time, really. 

Marketers should do marketing.
Not spend their days convincing everyone (and their dog) that marketing still works.

Let them do their job.
Judge them by outcomes, not opinions.
And *never* take advice from people who’ve never built anything.

Today, we’re announcing the biggest update following our launch a few months ago.

Before I share what we’re changing, let me share the *why* first.

One of our initial assumptions: 

SaaS companies need a full-stack growth agency to support their growth efforts.

Which is why we launched with 3 services…

1) Founder-Led Content
2) Paid Media
3) Signal-Based Outbound

… and packaged them into 2 plans.

A few of our observations, even from the first few weeks after launch were:

1️⃣ Demand

Most prospects would come to us for only one of these services, or to be more accurate, for one channel that the service touches.

2️⃣ Client Results

Our initial clients would get results mostly for one of our services, while the time-to-value for the others (e.g., signal-based outbound using email) was significantly delayed.

3️⃣ Scalability Potential

We saw way more potential for one of the services based on our expertise and what we feel more comfortable doing.

These 3 reasons—among others—lead us here:

Restartt = LinkedIn Growth

LinkedIn Growth = Content + Paid + Outreach

What do we do?

1) We create LinkedIn content that gets attention, builds authority, and generates revenue.

2) We run LinkedIn ads that help you amplify organic content, build brand, and generate revenue.

3) We reach out to your best prospects on LinkedIn and get demos and free trial sign-ups.

1 channel, 3 distinct ways to approach it.

We offer two pricing plans:

1️⃣ LinkedIn Thought Leader

Our flagship service, focusing on founders, CEOs, or your executive team’s profile content needs.

2️⃣ LinkedIn Growth Acceleration

Our full-stack growth service for LinkedIn, covering both the organic and the paid side of things.

This new direction positions us to: 

1) Better satisfy the demand we already get

2) Focus on what gets results for our clients instead of spreading ourselves too thin

3) Do work in which we see potential for a scalable and highly profitable business

For more details on what’s included in each service, you can check our website.

If you have any questions, feel free to DM me.

If you’re interested, feel free to request an intro call.

Thank you for following Restartt - LinkedIn Growth Agency's journey 🙏

A few people I’d like to thank for their help over the years:

Aggelos Mouzakitis
Tamara Ceman
Daniel Mc Glade
Farzad Rashidi
Jimmy Daly
Kathleen Davey
Devin Bramhall
Vaios Gkitsas
John Ozuysal
John Malefakis
Daniel Pawlak
Ilia Markov
Joel Oquendo
Alexandra Tachalova
Silvio Perez
Todd Chambers
Kevin Indig
Nick Malekos
Konstantine Ge
Mark Jackson
Ilias Galiotos
Yannis Asimakopoulos
Savvas Zortikis
Tom Papaspyros
Eleni Kostopoulou
Sameer Jain
Bernard Huang
Nick Dimitriou
Mary Mattingly
Alice Chen
Manana Papiashvili
Anna Nadeina
Boris Murdjev
Amir Shahzeidi
Emilia Korczynska
Eoin Clancy
Patrícia João Nunes
Josh Garofalo
Kyle Poyar
Jeff Coyle
{{ Run out of mentions }}
Viola Eva
Nigel Stevens
Goran Mirkovic
Nikola Minkov
Vladimir Gromozdin
Chris Panteli
Milosz Krasinski
Alan Silvestri
Kristiyan Yankov
Zacharias Xiroudakis
Ody Pavlidis
Antonis Dimitriou
Milica Radovanovic
Sofia Fernandez
Mariia Kovalenko
Manos Tsaparelis
Evgenia Lola
Savvinos Chatzifotiou
Sofia Antzel

I wouldn’t be where I am without the help, trust, and occasional tolerance of these people.

If you’re reading this and have ever helped me—even in a small way—thank you.

I appreciate it deeply, I don’t take it for granted, and I never forget.

The Career Therapist for Senior Growth & Product Pros | Win at your 9-5 while building your plan B | 15y in Tech → Lic. Psychotherapist

"Not actually a marketer," apparently. I help SaaS companies connect the dots in a way that even gets engineers excited about marketing.

Chief Product Officer

Founder of respona.com (7-figures ARR, bootstrapped). We're hiring!

cofounder @ Superpath, marketing @ Reforge

SEO, CRO and Web Experimentation

Chief Growth Officer [Fractional]. Author: “B2B Content Marketing Strategy” out on Amazon now!

Founder @ Upset Partners 📈 | Β2Β GtM powered by AI 🎯 | Exited B2B Software Founder | Ex-Special Forces | Antler-500-HUB71 |

Co-founder @Restartt | Founder @ House of Growth | 1x Exit

Founder at Amplifyd

Head of SEO | Organic Growth @ ServiceTitan

🚀 Helping your B2B SaaS go $1m→15m with PLG and marketing

SEO Senior Consultant | Data-Driven Organic Growth

Founder @ AdConversion & Sami | Insights from $3M/month in B2B SaaS ad spend

CEO @Upraw Media

Head of Growth | SaaS | B2B | SEO 🦸‍♂️ | Cybersecurity Marketing

B2B SaaS Revenue-driven SEO & Growth Strategist

Putting your swag in the hands of those that matter most to you. Wherever they are 🌎 A Promotion Resource Group company. Head Swag Sommelier | Swag Packs | Pop-Up Shops | Remote Onboarding | Chocoholic

Founder @ search minds

Building demand for TileDB, the database designed for discovery | B2B SaaS Marketer | Managed teams 3x

co-founder @crewfiction | serial entrepreneur | one exit

Co-founder & CEO @crewfiction | Serial Entrepreneur | 1 Exit

Head of Marketing @ Bryq

Founder & CEO, Net Solutions - a trusted partner to global enterprises, delivering digital products and eCommerce experiences that convert and scale.

Founder at Clearscope — Get Discovered on Google, ChatGPT, and What’s Next

CMO at Moosend | 7+ yrs scaling B2B SaaS | From intern to C-suite

Content Lead and Storyteller at Ceros

Marketing @ Attio

UGC & Influencer Marketing | Scaling SaaS & Agency Models | Driving Revenue Growth

Head of Growth @saas.group, Host of the @saas.unbound podcast. Acquiring profitable B2B SaaS companies.

Partnerships Manager @ Warmly, || Sales Advisor || Automation || AI || Dad || Demo to Close Graduate ||

Director of Demand Generation @ Uscreen | B2B SaaS Growth & Advisory

VP of Marketing @Userpilot. Author @ Product Rantz.

Head of Growth at AirOps

Strategic Partnerships Manager at SaaStock

PMM Copywriter for B2B SaaS/AI | 10 years & 100+ clients including HubSpot, Circle, and Unbounce | Positioning ➡️ Messaging ➡️ Copy without handoffs or delays

Founder & Creator | Growth Unhinged

Head of Strategy at Siteimprove and MarketMuse Co-Founder

I took this photo from my Airbnb in Dubai a few days ago.

I was there to speak at an event co-hosted by Clay and HubSpot.

The event went well for Restartt, we met great people, and thanks to John, I came back home 2kg heavier.

I’m not posting this to make anyone feel bad about themselves.
I want to be clear about that.
Me flying to Dubai for a work event doesn’t—and shouldn’t—mean anything to you.
Plus, it’s not in my style to flex.

And if you’re in the dumps right now, I feel you.

I’ve been there more times than I can even count.
Just 9 months ago, I was super fucking scared about going out of business.
And scared I’d have to look for an actual job.
All while leading a team that depended on me.
A family, and a hundred other responsibilities.

If you’re running your own business, you know what I’m talking about.
You know that this road isn’t easy.
It can be rewarding, but also mentally and physically taxing.
There are no guarantees and no glory at the end of the road.

My friend Aggelos (to whom I owe more than he knows) asked me a while back:

“Man, why are you doing it?”

To which I replied:

“Because I want to build something really big.”

Here, you could say:

“George, man, I get the ambition, but all you’ve built is a tiny agency, and now you’re trying to build another one that might as well fail.”

And you’d be right.

BUT 

I’m not finished yet. 
In fact, I haven’t even started.
Time will tell if and when I’ll ever be able to build what I want.

What I know is that I won’t stop.
I’m simply not wired to stop.
Not until I get there.

And thankfully, I get moments like this to remind me: 

With the right why, you can overcome any how.

A few weeks ago, I spoke with the marketing leader at a $100M tech company.

“It must be exciting to lead marketing at such a company,” I said.

“Not really, we’re playing it safe and I don’t feel I’m growing,” he replied.

Myth busted…

I used to think size alone—in terms of revenue and headcount—made marketing interesting.

Turns out, things aren’t quite like that.

- Endless zoom calls
- Political BS and exec-level ego management
- Looking for common ground with the sales team

… and all that while protecting the status quo, fulfilling internal requests, and staying away from anything that’d cost anyone their job.

This wasn’t the first time I’d heard this.

And it made me realize: after a certain size, marketing becomes more about predictability and playbooks than experimentation and discovery.

After all:

Bigger companies manage downside.
Smaller ones fight for upside.

So if you’re at a small company, maybe this is your reminder: it’s not as bad as it feels.

Yeah, I know you have to fight for budget, you didn’t get to hire the one person they promised you, and that you can’t keep up with all the changes in AI.

But at least you actually get to do marketing instead of just talking about it all day.

Two weeks ago, we booked a studio for a 2-day, intense video shoot.

The idea came after a conversation with Iliya Valchanov a few months ago.  

Early on, the team at Team-GPT did something similar—they locked themselves in a studio for two days and recorded 100 videos.

The videos were later distributed organically across Instagram and LinkedIn, and used in paid campaigns.

While our original goal was to hit the same number, we ended up shooting 54 videos.

It took us ~3 hours to film them—and depending on the channel, that gives us 6 to 12 months of content.

A few notes on the process and setup:

1) The questions were a mix of prospect FAQs, popular search queries, and topics we felt we had to address.

2) We brought in an actress to sit beside me and ask the questions, while I responded.

3) Most answers run 1–1.5 minutes, with a few outliers on either side.

4) The responses were dictated by me, then fine-tuned with AI to match my tone of voice.

5) Distribution will happen across YouTube, Instagram, LinkedIn—and we’ll also use them as ad creatives.

Very often, it’s not the actual work, but the perception of how complex, time-consuming, or expensive a project might be, that stops us from doing it.

But with the right team and solid execution, you don’t have many excuses to avoid chasing your most creative and ambitious ideas.

Especially now.

P.S. Huge thanks to Zacharias, Alex, George, and @Zeina for making this happen.

CEO @ Team-GPT | 1,500,000+ AI students on Udemy

Team-GPT

Growth Strategist at Restartt | Growth & GTM for B2B SaaS

Co-Founder @BlueRocket & Business Review | Forbes 30u30

If this post gets more than 2 likes, I'm reaching out to LinkedIn to ask what's wrong with the algorithm.

Ranking in LLMs is like trying to rank in Google in its early days.

1 - It can be manipulated
2 - It’s inexpensive
3 - It’s easy

And guess what happens when a new marketing channel like this comes around? 

Yep, you guessed it right. 

The ‘law of shitty click-throughs’ Andrew Chen talked about years ago kicks in.

The channel becomes harder to penetrate, more expensive, and increasingly volatile.

The problem is, just like in Google’s early days, showing up in AI search is dead simple.

Marketers manipulate the channel by flooding the web with ‘x best {category}’ listicles, where they usually list their product as #1 or #2.

v1 was hosting alternative listicles, comparison guides, and software roundups on your own website as the destination.

In the LLM world, those pieces should live on other—ideally relevant—sites, boosting your share of voice and frequency of positive mentions.

That’s v2. 

I wonder what v3 is, though. 

Is it what Lars Lofgren uncovered a few weeks ago—and unfairly got attacked for?

Spreading false info and throwing dirt on competitors just to build a stronger reputation?

Is this the kind of marketing we want to do?

I’m not pretending to be a saint, by the way. I’ve contributed to both v1 and v2 to a certain extent.

And regardless of the arguments against it, I can tell you, it works.

But as marketers, our responsibility isn’t just to deliver traffic or pipeline.

We also have a moral responsibility towards buyers, and even our competitors.

LLMs will test our moral standards. It’s on us to hold true to them.

a16z speedrun / andrewchen.substack.com

Fractional VP of Content

One thing that’s preventing people from growing on LinkedIn is the broadcasting mindset.

(It’s one of the biggest pain points we see with Restartt’s clients.)

The broadcasting mindset is simple:

Post. Ghost.

No matter how…

– Good your content is
– Sharp your hooks are
– Strong your pods are

… unless you stop broadcasting *and* start engaging, you won’t grow.

I want to keep this practical and constructive, so here are a few things you can try:

1) Keep LinkedIn open in a browser tab, even if you’re not using it
2) Ditch 3rd-party tools and start using LinkedIn’s native scheduler
3) Engage daily: 15 minutes of thoughtful commenting
4) Don’t use AI comments: only engage when you have something to say
5) Stay in your lane: talk about what you know
6) Reply to every comment even if it’s late
7) Connect users who viewed your profile, and ask what caught their eye
8) Check-in with other users through LinkedIn messaging
9) Don't share post links with your teammates—share notifications instead
10) Avoid sharing different posts using the same image more than once

I know all this is easier said than done.

If LinkedIn matters to your business, stop treating it like a megaphone.

Engage first. Then post.

Last week:

lemlist acquired Claap
Positive acquired Surfer

A few months ago:

Salesloft merged with Clari
Amplitude acquired June.so

And that’s just what we heard about.
Plenty of others didn’t make the headlines.

According to a recent post by Anna Nadeina:

‘Through September 2025, deal activity is up 28% year-over-year, putting this year on track to be the most active ever.’

SaaS consolidation is the shift voices like Santosh Sharan have been signaling for a while.

What’s driving it? 

Some of the notable reasons:

1 - Investor Liquidity 

With many PE and VC investments maturing, investors are hunting for exits. An exit—even at a lower multiple—is still an exit. And in a complicated environment like this (for many software categories), it’s often necessary for distributing dividends and returning capital to LPs.

2 - Distribution

Distribution is getting harder—especially for PLG SaaS. With Google search becoming volatile and paid search growing more expensive, companies are exploring synergies to survive the distribution drought.

3 - AI Disruption

AI is on everyone’s mind. Chasing product-market fit is harder when AI reshapes entire categories every time a new foundation model drops. Whether that’s the path forward remains to be seen.

We’re just getting started with SaaS M&A. And by SaaS, I don’t just mean software companies—I also mean service providers to SaaS (like agencies).

Expect more SaaS M&A in the coming months. Some will be organic, others forced, but all part of navigating this complex, shifting landscape.

lemlist

Claap

Positive

Surfer

Salesloft

Clari

Amplitude

June.so

Co-Founder and CEO @ ZeerAI

A GTM agency is faking its revenue.

Surprised?

Don’t be.
People lie here all the time.

“What’s my proof?” you may ask.
I’m well-connected, and in this space, people talk.
And let’s just say I trust my sources.

By the way, this seems to be the rule, not the exception.
And it’s not just agencies.
It’s SaaS companies, freelancers, advisors, you name it.

What troubles me, though, is this:

Why?

Part of the answer is obvious. 
Growing slowly is hard when everyone’s watching. 
Faking success is easier, and makes you look like THE player.
That you’re killing it.
And that you’re not like one of us hustlers out there.
After all, (fake) growth brings growth. I really believe that.

The other part is not as obvious to me.
I mean, if you’re faking it, what other shortcuts are you taking?
Maybe shortcuts that hurt your clients. 
Or your employees. 
Or the brands you touch.

If that’s the tradeoff, then the upside’s not worth it.

My approach’s always been simple: 
Tell the truth. Even if it costs time.

When things are good, you’ll hear it from me.
When things aren’t good, again, I’ll be the one to tell you.

That’s how I built my first agency, and it’s how we’re building Restartt.

Grammarly rebranding to Superhuman is packed with lessons in business, product, and positioning strategy.

Context:

Two days ago, Grammarly announced a rebrand—changing its company name to Superhuman.

Some people thought this meant the end of the Grammarly brand. That’s not the case. The product still exists—it’s the company name that’s changing.

Grammarly acquired Coda on Dec 17, 2024. Then on July 1, 2025, it acquired the email client Superhuman.

Both moves were precursors to bigger shifts in Grammarly’s business, product, and positioning.

Lessons:

1 — Outgrowing your brand name

When your brand name defines your identity too tightly, it can become a limitation. Plenty of companies have outgrown their names and had to go through painful rebrands. With its acquisitions and broader product capabilities, the name ‘Grammarly’ eventually became an anchor that needed replacing.

2 — AI disruption

Grammarly has been expanding beyond writing tools for a while. But once AI went mainstream in 2022 (thanks to ChatGPT), Grammarly’s core use case became commoditized. That accelerated the need for a new identity—one that combines existing capabilities with what it acquired.

3 — Constant repositioning is the new reality

AI doesn’t just disrupt small players. Big ones feel it too. The pace of change is so fast that companies must revisit their positioning more often. How often really depends on the category, competition, and market shifts. No one’s safe. Everyone needs to stay alert.

Whether Grammarly had to do this or not matters less. What matters is that they had the guts to make the move.

Time will tell if the bet pays off.

Well played, Shishir, and the Grammarly team.

CEO of Superhuman (formerly Grammarly)

Grammarly

Is it just me, or are LinkedIn Ads getting weird?

Lately, I’ve been served ads that make zero sense…

- A beauty influencer pushing lifestyle products
- A cheesesteak franchise ad (yep, really)
- A first-aid webinar (for lifeguards)

… and countless creators promoting their own content like it’s a banner ad.

The problem is, none of it is remotely relevant to me.

And I doubt I’m the only one drowning in irrelevant ads.

Beyond the wasted ad spend, it feels like LinkedIn is racing to become Facebook.

But Facebook was always meant to be personal—a chaotic content feed was part of the deal.

LinkedIn was supposed to be a professional network (that then turned into a content platform, I know).

Look, I’m fine with the occasional personal post (I share those too).

But why am I seeing cheesesteak ads on LinkedIn?

That’s not an aesthetics issue—it’s a platform quality one.

If LinkedIn doesn’t want to repeat Facebook’s slow collapse, it needs to course-correct before it’s too late.

The VC of the future will offer access to audiences and attention, rather than access to capital.

For the avoidance of any doubt: Work-in-public is a marketing channel, and it’s one of the most reliable channels marketers still have.

There are 3 objectives when creating LinkedIn content:

1️⃣ Attention
2️⃣ Authority
3️⃣ Revenue

Each piece of content you publish should contribute to at least one of these objectives.

The distribution depends on your overarching goals and what you’re trying to achieve.

As shown in the graphic, here’s how the distribution looks for me:

- Attention = 3/5 = 60%
- Authority = 4/5 = 80%
- Revenue = 2/5 = 40%

That’s exactly how we build founder-led content strategies for Restartt’s clients.

And it works because it’s *really* simple.

You need to tie each objective to specific content pillars.

For example: 

Posts that fall under the ‘Enemies’ pillar usually drive attention and help build authority.

Posts about client results aren’t meant to drive attention as much as they’re meant to generate revenue.

And so on.

I find it troubling that so many SaaS companies still don’t get that.

1️⃣ Pick a cadence that works for you
2️⃣ Define your pillars (or even use mine!)
3️⃣ Tie them to the 3 objectives I shared
4️⃣ Maintain consistency for 3-6 months

If nothing changes for you and your business, call me out.

Just take the framework and give it your best shot.

P.S. If that still feels like too much, book an intro call with us at Restartt—we’ll run it for you.

We did a study on LinkedIn Thought Leader Ads for SaaS companies.

Here are the key questions we asked, and what we found.

1) Are companies using TL ads?

68% did and 32% didn’t run TL ads, specifically featuring C-Suite execs

2) How many companies feature their employees in TL ads?

65% did and 35% didn’t run TL ads featuring company employees

3) How many companies feature their community in TL ads?

66.5% did and 33.5% didn’t run Community TL ads featuring a creator or an influencer.

Bottom line: Interest in TL ads is high among the 170 B2B SaaS companies we analyzed.

Still, ~33.5% of brands are missing out on the benefits TL ads can offer.

Here’s the thing:

People trust people.

This is the main reason why Thought Leader ads work.

It’s also why ~68% of SaaS companies we reviewed use TL ads in some form.

If you’re running LinkedIn ads, TL ads should be part of your mix.

If you’re not, you’re handing reach and visibility to your competitors.

Here’s how we drive demos for a Series A SaaS.


1) Research Intent Data

We use Warmly,’s ‘3rd Party Signals’ to identify companies searching for specific competitors. Not all companies show up, but some of our client’s top competitors do. The data is powered by Bombora.

2) Target Contact

We identify the right contacts to reach out to, based on specific segments within our client’s ICP. For example, one segment is GRC (which stands for Governance, Risk, and Compliance). We look for people in that segment (matching job titles, seniority, etc.) within the identified companies.

3) LinkedIn Outreach

We reach out to those contacts via LinkedIn (HeyReach.io) and email (Instantly.ai). Email hasn’t been as effective, but LinkedIn shows strong positive response rates. From there, our client’s sales team manages responses and takes demo calls. Our sequence includes a connection request and one message.

A few things to keep in mind here:

1) There’s a lot of noise in the data (i.e., target accounts) you get from Warmly. However, in that noise, there’s signal, too. Your goal is to identify the right contacts to reach out to and leverage volume (without burning your SAM) to get results.

2) As my partner John says, ‘the magic is in the offer.’ The problem is, most SaaS companies (especially in mature categories) don’t have a strong offer—pricing is established and there’s little innovation. But keep this: your results will be as good as your offer. Period.

3) There’s a perception that workflows like this are set-and-forget. Hate to break it to you, but once it’s built, you still have to maintain it. AI is involved in several parts of the process—and, as we all know, it can go rogue—so you need to keep the system maintained and running smoothly

Follow us at Restartt - LinkedIn Growth Agency for insights on what drives growth on LinkedIn today.

Warmly,

HeyReach.io

Instantly.ai

Ways to capture switch intent for SaaS companies:

1) Organic search 

Example: asana alternatives

2) AI search

Example: What are the best asana alternatives for SMBs?

3) Paid search

Example: best alternative to asana

4) Paid social retargeting

Note: Only for pages with high intent (e.g., alternative listicles)

5) Social monitoring (e.g., LinkedIn)

Note: By tracking competitor mentions

6) Slack groups and online communities

Note: Many niche SaaS markets have dedicated Slack/Discord communities. Monitoring these for competitor mentions can uncover switching signals early.

7) Forum-like website monitoring (e.g., Reddit)

Note: By tracking competitor mentions

8) Referral traffic from affiliate websites

Note: Usually from listicles, ideally in high positions

9) Referral traffic from review websites

Note: Can be achieved through high ratings

10) Referral traffic from affiliate videos

Note: Usually from video listicles, ideally in high positions

11) Third-party intent data

Note: Via a provider like Bombora

12) Second-party intent data

Note: Via a partner with no product overlap and exchange of relevant data

13) Job postings and hiring signals

Note: A job ad requiring “experience with Notion” might suggest they’re replacing Confluence.

Capturing switching intent isn’t a science.
You just have to find where switch intent is expressed, and be present.

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