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

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

(All through LinkedIn)

In 2023 I started as an UX consultant in B2B SaaS.

As with many consultants, that looked like this:

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

And the whole cycle would repeat itself again.

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

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

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

Hell effin' no.

So I changed how I operated:

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

In less than 3 months, I had:

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

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

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

Then inquiries changed:

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

Then I realized:

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

But ideal customers have NO clue they exist.

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

That's when I created the B2B Content Roadmap:

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

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

Designed to attract buyers AND followers.

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

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

Today I'm roasting profiles for free

Yep, LinkedIn is gonna burn

---- UPDATE ----

My Inbox + Comments are exploding.
So here's the deal.

I'm going to do 100 in total. 

20 spots left, so going to cherry-pick from the list.

If I select you, I'll send you a message.

Don't worry.

If you didn't make this ROAST. 

Going to this thing again next month.

---- UPDATE ----

I see so many LinkedIn profiles making these mistakes

- Vague tagline
- Crappy banners
- No profile picture (No joke, have seen this many times)

I'm done with that.

So I'm feeling generous today, so let's do a speed roast

Here's how it goes

You:
Drop 'ROAST' in the comments

Me:
Roast your profile, and deliver a 2-minute screen record in your DM with 3 quick wins.

Think of:

→ Change your tagline to this
→ Make your banner more this
→ Rewrite your info section like this

Easy as that.

Ready?

Go ↓

Roelof Otten 

Helping B2B SaaS consultants get clients through LinkedIn.

"My ICP never interacts with my posts."

I hear this all the time.

Last week, a client told me this:

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

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

Peers → Interacts
ICPs → Lurk.

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

They just:

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

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

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

When that moment comes, they either:

→ Send you a DM
→ Call you

Nothing in between. 

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

So don't be discouraged.

Your ICP is watching.

---

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

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

LinkedIn ≠ 'just posting'

It's this ↓

Many clients tell me this:
 
“I posted for a few weeks. I stopped because I got no leads.”
 
They think posting is the whole thing.
 
But here's the truth:
 
LinkedIn isn't just posting.
 
It's...

- Interacting with your audience
- Analyzing your content
- Replying to comments
- Replying to DMs
- Telling stories.

And so much more.
 
In my 1:1 coaching, I tell clients this:
 
If you only post...
You're not building a lead system.
You're just keeping yourself busy.
 
Posting is just one part of the flywheel.
 
It's a system.

Great systems don't just keep you busy.

They generate leads.

That's when things start to grow.

Ps. I’ve opened 3 spots (7 calls booked, 1 confirmed to work with me) for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

I spent around 3 hours on LinkedIn.

Here's how I segment it.

I've been using LinkedIn actively for around 3 years now.

Since then, a lot has changed.

I started with:

300 followers
No niche to target
Zero inbound leads

Most of the time, I was just scrolling through the feed for 2+ hours a day.

Liking some post, and sending a connect request with no personal message.

Guess what
Nothing happened.

Only losing motivation.

I saw all those other creators doing amazing on likes and comments, plus getting leads from that.

"I wanted that too."

But let's be real. 

This didn't just happen overnight.

I needed to improve: 

- my writing
- my visuals
- my time spent

Over time.. 

I learned the skills and understand that it's more than just creating content, and like other posts.

When that clicked, things moved fast.

My posts got more

- views
- comments
- Actual leads

Not just because I learned the skills. (which you should) 

But also because I started spending my time better on LinkedIn.

Here's how I do it:

1. Commenting
I spent most of my time commenting on my own posts, posts of peers, or posts of my ICP.

2. Chatting in de DMs
Not everything has to be inbound. When I see someone visiting my profile, I connect and start a conversation. Sometimes it turns into a call, sometimes it's just casual talk. All good. 

3. Researching new topics
LinkedIn is a gold mine when it comes to topics. So I spend some time searching for things people are talking about, and if it's interesting for my ICP.

4. Creating content.
This is the smallest part of my daily routine. It took me around 4 hours to create a post. Now I do it within 30 - 45 minutes. Practice makes perfect

LinkedIn is more than just posting and creating content.

Most of the time, you're interacting.

Ps. Need help with LinkedIn?

Here's the thing that I offer right now:

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

I'm opening 3x spots (1-on-1) for consultants who want to plug into my systems.

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

I post 5x a week on LinkedIn. 

Yesterday I skipped.

Not because I was tired. 
Not because I had nothing to say.

But because I gave a UX masterclass (yep, still a designer at heart). 

And if I can’t engage, I don’t post.

Here’s the part most SaaS service providers get wrong:

Content doesn’t generate leads. 
Conversations do.

So if you post and ghost?

You’re not just missing comments. 

You’re missing warm intent, the easiest pipeline you’ll ever get.

Recently I watched a masterclass from Chris Do and Jasmin Alić .

Jasmin shared something that perfectly mirrors what I see with clients:

He posts at 12.30 European time.

If he posts, he’s there for a full hour. 
If he can’t be online? 
He doesn’t post. 

Simple.

Why? 

Because the opportunity window closes fast.

And when you skip that window:

- Your pipeline slows.
- Your warm leads go cold. 
- The algorithm quietly buries the post.

As Jasmin said:

“LinkedIn doesn’t run me. I run it.”

Damn. He’s right.

The world doesn’t stop turning if you skip a day. 

Heck. I guess nobody even noticed I've skipped a day.

So instead of obsessing over:
- Perfect posting times
- 5 posts a week
- Never skipping

Focus on this:

Don’t post unless you’re available to talk. 

That’s where the leads are.

Do you skip posting if you can’t be online?

Want steady inbound leads?

Take my Flywheel ↓

Many of my clients have the same problem:

They want consistent inbound leads.

They've tried it all:

- Post 3-5 times a week
- Change their message again and again
- Send random DMs to people they don’t know

But the result stays the same:

Spending hours on LinkedIn with zero ROI

It's not them. It's their system.

(Or the lack of it)

So use mine.

In less than 3 months, I had:

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

Al, because I've followed this simple flywheel.

Here is how it works:

1. Niche
Ask your best 3 clients about their pains, frustrations, and goals. That’s your (lightweight) niche.

2. Problem
Find the main problem. Ask why/how/when?

3. ICP
From the niche and problem, pick who you want to reach by asking: who feels this problem most, who can pay for it, and where you can make the biggest impact.

4. Offer
Use your skills to make a clear fix for the problem. It can be design, strategy, data work, or something else. Make it feel like a product.

5. Message
What do you help people get? More users? Less churn? Use this in every message you write.

6. Profile
Set up your profile for your ICP. It should feel like a landing page, not a resume.

7. Content
Write about your ICP’s problems, frustrations, and goals. Add your own view, wins, or lessons.

9. Comments
Leave smart comments.
Talk with people in your niche. Be active in more than one place.

10. (Warm) DMs
Don’t wait for people to DM you. Look at who follows you, likes your posts, or views your profile. Reach out and start a simple chat.

That’s it.

Go through the complete cycle every 3 months and update your strategy.

Why?

- New insights
- New ideas
- New leads

Now it's your turn.

Ps. I’ve opened 3 spots (2 calls already booked) for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

Everyone sees me as a Product-Led expert.

But I’m pivoting my whole bizz.

I've helped many SaaS companies grow with Product-Led Growth.

How did I get these clients?

LinkedIn → 100% Inbound.

How?

→ I post 5x p/w 
→ Write content that resonates

Create visuals that look so good people want to save them.

After doing this consistently, people started to notice me.

Not only because of my services.
They also noticed my content.

Then DMs came:

“I like your content. Can we do this together?”
“I want more clients from LinkedIn. Can you help me?”

I realized:
- Most SaaS consultants have the skill.
- They have the track record.
- They have the results.

The one thing they didn't have? 

A LinkedIn strategy that works for their business.

They were basically killing their own business with their:

- Posts
- Comments
- DMs

Wasting 10s of hours every week.

So I made a choice.

A big one.

(You can see it in my profile. I made the full shift.)

I'm helping B2B SaaS consultants get clients on LinkedIn.

Here's the thing that I offer right now:

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

I'm opening 3x spots (1-on-1) for consultants who want to plug into my systems.

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

Yesterday's post went viral.

Here's how I did it ↓

Before we start, let's look at the stats:

- 38.031 Impressions (and counting)
- 350 unique comments
- 3 new leads
- 50+ DMs
- 58 saves
- 288 likes

The post went viral within 2hrs

Making me even need to cap the amount of roast, because I couldn't keep up.

But it wasn't just the free offer that did it.

It was the way my post was set up.

Let's break it down: 
1. Offer
I say right away that I give something for free. It is a profile check. My audience knows a good profile matters.

2. Fun/gamification
I tried to make it fun with lines like “LinkedIn is going to burn.” I also tried to make it feel like a game by saying “Ready? Go.” These lines work like small breaks in the text.

3. Motivation
I tell why I do this a few times in the post. This helps people see my reason. It also speaks to the people I want to reach. They know their profile is not good, so it hits right away.

4. Pain
In the post, I share some pain points. At this part I give real examples. I could have made them even clearer, but I wanted the post to stay short.

5. Rules
Now I tell the rules. I keep it simple. No likes. No follows. Just type ROAST in the comments, and you are in. But guess what happened? People started to follow, like, and connect anyway.

6. Bonus
I do not use many photos of myself. So when I do use one, it feels different from my normal posts. That makes it stand out.

In the comments, I'd also mentioned that a DM is fine to. 

This is for people who do not want to show themselves in the comments.

Now you see.

A post like this isn't just luck.

It's a strategy.

Ps. 

Tomorrow I'm launching my weekly newsletter, and the thing I'm tackling in the first edition? 

How to create a perfect profile.

Don't miss it, sign up here: https://lnkd.in/dFpaNJcw

I 4X my revenue in 3 months. 100% Inbound.

Here's how ↓

1. Niche  
I picked one group.  
At first, it was PLG for B2B SaaS.  
Now it is LinkedIn for B2B SaaS Consultants.  
Same idea. I asked myself: Who, What, How.

2. Their world 

I look at what they say.  
I use old chats, comments, or simple research.  
I find three things:

- Their biggest problem
- Their dream result
- Their daily pain

3. My world  

Then I link it to me.  
My work. 
My view.  
My wins for clients.

4. Content  

I use all of this in my posts.  
And in my comments.  
And in my newsletter.  
Posts can be top, mid, or bottom of the funnel.  
But this works for all three.

5. Growth  

People read my posts or comments. 
They visit my profile. 
They follow me.  
Or they send a request.

Profile visit = If they fit, I send a warm DM.  
Follower = If they fit, I send a request.  
Request = I ask if they want my help.

6. DMs  

I ask a few simple questions.  
I check if they fit my 1:1 coaching.
If they fit, we book a 30-min call. 

7. 1:1 Call  

During the call, we dive deeper into their:
Pain. Outcome. Frustrations.
And I tell them how I can help.

That's it. 

The magic sauce here?

Personal experience, POV & results.

That's what makes the difference between a generic strategy and one that is tied to your ICP.

Ps. I have only 1 spot left for 1-on-1 content coaching. Want in? DM me “B2B”. I’ll send you a short doc for easy review.

In 2025, my follower count grew by 200%.

So it’s time to say hi again.  

Here is the honest version ↓
 
About me

1. I am 35. I turn 36 in February.
2. I started 4 studies. I finished only 2.
3. I have asthma. I got it when I was 4.
4. I live in Noordscheschut. Yes, it is a real place.
5. I grew up in Drenthe. And yes, I still love the quiet.
6. I am married to Denice. 
7. We have two girls: Noé and Vièn.
 
How my brain works
  
 8. I get 100 ideas a day.
 9. No deadline? I do nothing.
10. With a deadline? I stress.
11. I start almost none of them.
12. I switch focus fast. Very fast.
13. I talk a lot when I have energy.
14. I set the bar too high for myself.
15. I forget small things all the time.
16. I chase shiny things way too fast.
17. I am always too early. Or 5 minutes late.

My quirks  

18. I bite my nails. I know.
19. I do not like bossy people.
20. I talk to myself when I think.
21. I like calm and humble people.
22. I buy tools or apps “just in case.”
23. I open many tabs and forget why.
24. I get lost in YouTube way too fast.
25. I hate driving slowly on the highway.
26. I clean fast when I feel the pressure.
27. I wake up with music in my head every day.

What I enjoy 

28. I like craft beer. I made a few myself.  
29. I love martial arts. (Krav Maga, BJJ, Boxing.)  
30. I like to learn new skills.  
31. I like to create things.  
32. I like to drink with friends.  
33. I love going out with my family.
 
What I do 
34. I help consultants get more business on LinkedIn
35. We co-create content + optimize warm outreach
36. We work together for 3 months (calls + async)
37. We only need your expertise and stories
38. And that’s how we win together
 
That’s me.  

Want to know more? Ask in the comments.

Ps. 

I’ve opened 3 spots (2 already booked 🔥) for 1-on-1 content coaching. 

For details, DM me “B2B”. I’ll send you a short doc for easy review.

In Q2, I tripled my revenue.
 
Then I dropped the ball...
 
From May to June, everything was running smoothly.  

More inbound than expected.  
I assumed only half would convert…  

They all closed.
 
Great, but F*ck. 

How do I manage this?

Serving clients is just one part of running my business. 
Being visible on LinkedIn is another big part of it as well. 
 
I decided to put LinkedIn on hold.

- No new content.  
- Minimal interaction.  
- Just repurposing old posts to “stay visible.”  

And then July hit.

I really had...

Zero leads.  
Zero warm conversations.  
 
To make things even worse. I've just moved to a BV, so my monthly costs are high.

“I need clients, fast.”
 
So I went back.

- Posting 5x p/w.
- Commenting again. 
- Sending warm DMs.

I thought one or two weeks would work. 
By then, I will be getting some solid leads again.
 
It didn’t.
 
Reach was low, comments were low, and DMs? 

Zero. 
 
"What the F*ck is going on here?"
 
To be honest, I even started to doubt myself.
 
I went through my LinkedIn Flywheel again.
The one that 4x'd my revenue before.

It took at least 4 weeks to see an uplift again.

"Thank God"

The biggest fix? 

Interacting with my audience. 
Just posting isn't going to cut it.

We all know that, but this time I've experienced it myself.

You have to be active on the platform and keep engaging with other peers and your ICP.

If you're doing the post and ghost thing. 

You can just stop here. 
It's never going to work.
 
After 4 weeks, the first DMs came in. 

I closed 2 clients. 

Still not enough, but I could breathe again.

It was a huge wakeup call, though. 
 
So now, even when I’m fully booked, I keep time for LinkedIn.
 
If I don’t post, I comment.

I'm staying visible. Always.
 
Because without that, nothing moves.
 
No leads. 
No clients. 
No money.
 
Ps. 

I have one spot left in my 1-on-1 coaching program. 
Send me a DM with "B2B" if you want to stop worrying about getting clients.

"I don't know what to comment."

I hear it all the time.

This morning I spoke with a potential client.
 
He said he started to comment more.
 
But he was struggling.
 
“I don’t know how to add a valuable comment."

I get it. 
I’ve been there too.
 
Most comments are polite.  
Not useful.
 
“Thanks, [name]”
“Great post”
“Love your content, [name]”
 
Nice? Yes. 
Impact? No.
 
These comments won't get you:
 
- Profile views
- New followers
- Inbound leads.
 
Here is the simple system I give clients.  
It helps your comments bring in demand.
 
1. Find the angle. Not the topic.
 
Do not comment on the post alone.  
Comment on the angle behind it.
 
If someone says, “Cold outreach is dead,” The real angle is: Buyer behavior is different now.
 
That is where your comment should go.
 
2. Tie it to your world.
 
Most people don’t do this.
 
A strong comment sounds like:  
“Here is what this means in my world.”
 
This turns visibility into authority.
 
3. Add one real insight.
 
Not a cliché.  
Not a summary.  
But something you learned from real work.
 
Here’s the truth:
 
Commenting is not just engagement.  
It is positioning.
 
If you do it right, you build authority in no time.

Ps. I’ve opened 3 spots for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

2022 - I hated LinkedIn.
 
2025 - I help clients with LinkedIn.

5 years ago, I would rarely post anything on LinkedIn.

Today? 

I post 5x p/w. 

Like most of my clients, I found writing hard, especially writing something someone would actually read.

I could write some small stories, but most of them would put people to sleep within 10 seconds. No joke.

Besides that. 

I always thought...

"I'm an employee, who cares about LinkedIn anyway, right? It's just my digital resume."
 
But when I started going freelance, I knew...

LinkedIn is more than that. 
I need to be visible there to get clients.
 
So when I started to post on LinkedIn, it felt rough.
 
I did not know:
 
- How to write  
- How to start
- What to post  

I felt lost, and after 3 weeks without any likes, comments, or leads, I was ready to quit.

But then I decided to approach it differently. Why not create a 3-month challenge and go from there?

Here's what I looked like:
 
1. I showed up  

Most people do not grow on LinkedIn because they never start. I chose to post 3x p/w. When I got that one down, I moved up to 5x p/w.  Most of my posts sucked, and didn't get any likes, comments, or leads, but I kept going.

2. I worked on my hook  

I spent hours on one thing: the hook and rehook. These are the things that pull people into your post. Most of my hooks were bad.  But when one worked, I used it again.

3. I tested everything  

Each post was a test. One day, only text, the next day text with a visual. Then memes, or GIFs.  I checked every like and comment to see what moved. 

4. I made things visual 

I added a visual to almost every post. An image, a quote, a simple chart. Visuals make people stop, so my hook and rehook can do the rest. 

5. I got a coach  

When I got momentum, I started hiring coaches. I'v spent over $10k on coaching and tbh, it was worth every single $. I picked people who were ahead of me, so they can help me get to their level faster.

Today I teach clients what I've learned these past 3 years.

And more importantly.

I make sure they show up. 
Every. Time.

Writing and designing are just a small part of the flywheel.

Showing up is what moves the needle.

Ps. I have 2 spots left for my 1-on-1 coaching program. Want in? Sent me a DM with "B2B" and I'll share a doc for easy review.

The best content you can share?

→ A win. 
Show a moment where your work made a SaaS product, flow, or process better.

→ A loss. 
Share a project you priced wrong, scoped wrong, or rushed into. Explain what it taught you.

→ A client result. 
Show a real outcome you helped a SaaS client reach, even if it is small.

→ A skill learned. 
Tell something you learned while working with SaaS teams or founders.

→ A product built. 
Share a feature, workflow, design, or system you built, and the reason behind it.

→ A lesson learned. 
Tell a rule you now follow because of past mistakes.

→ A mistake.
Share a mistake you've made and how you fixed it.

→ A problem solved. 
Show a real issue a SaaS client had and how you solved it.

→ A customer helped. 
Tell a moment where you guided a founder, PM, or team toward clarity.

→ A shift seen. 
Share a pattern you see across many SaaS clients that others miss.

Start with what you know. 

No research needed. 

Just your own work.

Your experience is what builds trust.

Ps.  

I'm opening 3x spots (1-on-1) for B2B SaaS consultants who want to plug into my B2B LinkedIn System. No course or theory-only. We create and win together.

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

"You don't have any case studies."

A lead told me this during a 1:1 call.

She was a UX designer focusing on B2B SaaS, and she was spot on.

I don't have any client case studies (yet)

She continued:

"I've looked at your profile, and I don't see any recommendations about your LinkedIn offer either"

I looked at her and told her:

"I've just made the pivot, so yeah, I don't have any client case studies (yet), but tbh I am my best case study"

Then I showed her my personal results.

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

May - June
→ Major drop in reach
→ No leads
→ But recovered

Nov (dropped my new offer)
→ 2 posts
→ 10 leads
→ 2 closed

She was convinced

Just like that. 

Why?

Because I had experience in SaaS, and I've gone through the same struggles whe was facing right now. 

- not having a system
- not knowing what to post
- not having any inbound leads

She instantly saw I had overcome those issues.

Client case studies matter.

But lived experience always wins.
 
Next week I’m kicking off my 1-on-1 coaching program.

So expect some client results very soon

Ps. I’ve opened 3 spots (1 already booked) for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

I used to worry about creating…

The perfect hook
The perfect post 
The perfect comment
The perfect visual 
The perfect dm
The perfect profile 

Now I only worry about showing up, and engaging with my audience. 

That’s the only thing I need to do perfect.

I need your opinion.

Live event. What should I discuss ↓

I’m planning to do a live event.

Which topic should I talk about? 

The author can see how you vote. Learn more

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