Stefan Smulders 's Linkedin Analytics

Chris Cunningham turned "silly" HR videos (over 1B views) into ClickUp’s second-biggest enterprise deal with Gary Vaynerchuk. Still think content is just for fun? I finally met Chris at SaaS at the Beach in Barcelona. A real privilege. Chris inspired me to double down on building Expandi’s brand. I'm now ALL IN on video and authentic content. I believe this is the missing puzzle piece for outbound acquisition. B2B used to be boring. Now, buyers want to see the people behind the product. They want to know who you are, what you believe, and how you solve problems. They trust faces, not faceless logos. If your sales feel slow or your leads do not convert, maybe your brand feels cold. Maybe buyers cannot tell you apart from the 47 other tools in their inbox. (I know this is also true for Expandi.) Buyers are craving something else. They want to learn from real founders who've solved real problems, not from perfectly polished corporate communications. Your story is your edge. You already took risks that most people fear: → Starting your business → Scaling your team → Learning from failure You already have something powerful - Your POV / point-of-view. → Real experience → Real insight into your clients → Real credibility (earned, not given) When you share your story, you help others learn. You help your team, your network, and your future clients see what makes you different. Your raw insights as a founder or executive team are pipeline gold for your ICP. Real content is not only for likes or laughs. It brings revenue. Here’s what you can do: - Pick one lesson from your week (big or small) - Share what happened, how you felt, and what you learned - Don’t overthink it. Your real voice is enough You don’t need perfect words. You need your own words. Thank you Chris Cunningham, for leading the way.