Will Leatherman

Marketing Director

Build a Self Generating Content Funnel That Drives Revenue | Web3 & AI Growth & GTM Marketer | Fractional CMO

Catalyst is a content engine that empowers global marketing teams to drive thought leadership and revenue growth. We create expert-driven, AI-assisted content across multiple channels, including web, social media, and newsletters. 

Our services encompass strategy development, content creation, distribution, and performance tracking. We leverage your team's expertise to produce high-quality content that resonates with your target audience, while our suite of conversion optimization tools helps turn readers into qualified leads. With Catalyst, you can significantly increase your content output, save time, and achieve a higher return on your content investment, all while maintaining the flexibility to scale your content efforts as your business needs change.

Before launching VooDoo, I was the CMO and head of creative at Parcl, a blockchain-based real estate platform that allows users to invest in a digital square foot of physical estate in the most lucrative neighborhoods around the U.S. There, I led the brand strategy, content strategy, digital marketing, partner agency management, and media partnerships, resulting in a 300% increase in user acquisition and retention. I also have a background in working with various brands across different sectors, such as Primark, Campari Group, Kate Spade, Dirty Lemon, NARS, Armani Exchange, Pandora, Lab Series, WeWork, PepsiCo, and BMW. 

My mission is to help businesses grow their online presence and reach their target audiences through innovative and effective marketing solutions.

Chief Marketing Officer, Head of Creative

We're hiring a GTM Content Lead to own the entire client revenue engine

You understand that content is the most effective outbound channel. and can prove it

You are:

- An A+ b2b content strategist with deep experience in saas/ai/web3.

- Obsessed with meeting deadlines. No excuses.

- Able to prove how content drives pipeline. 

- You’re in the 35% of marketers who can actually tie work back to revenue.

If you believe content's job is to drive revenue, apply below. 👇 
Know an operator who fits? Tag them.

Founder @ Catalyst // B2B Creator Economy // Bootstrapped to $1.5M+ in Sales • Sharing Content & Sales Systems That Make Money (Over 150+ execs)

A founder led system on LinkedIn is the definitive organic demand engine for B2B SaaS in 2026.... here’s the only playbook you need

> 1// content interview system
bi-weekly 30 minute interviews produce 5 to 10 authentic posts capturing your spiky point of view without taking too much time

> 2// focus on MOFU
execute a 20% TOFU / 60% MOFU / 20% BOFU content mix. This builds authority and educates your ideal buyers, creating high intent demand

> 3// engage, comment, like 
maintain a disciplined cadence of 5 posts per week, reply to all comments, and spend 20 minutes daily on targeted outbound engagement.


This system works because it operationalizes your authenticity and solves the founder's time and identity crisis by turning your raw insights into a predictable asset.

You build trust with the right audience (MOFU) and create demand. We know that 60% of decision makers are more likely to buy from companies with strong thought leadership.

Most founders fail at this because of inconsistency. They post sporadically, then just disappear. (dont ghost your buyer)

Stop making excuses

Commit to a 90 day experiment with this exact system. 

Prove the model for yourself and build your growth engine.

If you make proposals, internal decks, or investor updates you're going to want to read this...

I just finished a recording a 1hr tutorial to step by step create an AI Agent that automatically builds an entire sales proposal for me

Your probably wasting 20+ hours a month building decks

this works for:
- investor updates decks
- internal strategy decks
- client proposal decks
- quarterly report decks
- any kinda deck! 


20 hours is full days of selling time lost, per rep, every single month. The manual process of copying slides, finding data, and summarizing calls is a massive productivity drain.

You can build a high-frequency proposal engine that generates a solid first draft in minutes.... with AI Agents 

here’s the playbook:

1// template with variables: Build your master proposal in Google Slides. Use curly-brace variables for every dynamic field ({client_name}

2// automate info gathering: Use an LLM to analyze sales transcripts from your CRM or Notion. Extract the client’s goals, pains, and success metrics automatically.

3// synthesize strategy first: Have the AI perform the critical thinking (like a SWOT analysis) as a separate step BEFORE it starts writing slide content.

4// orchestrate and populate: Use a workflow tool (like Relay.app) to copy the master deck, fill every variable, and even replace images like executive headshots.

This system gives your team back their time. Companies that automate these workflows see productivity gains of up to 40%.

Build the asset once. Let it run forever.

Want the full tutorial and template? Drop "DUCKS" in the comments below
(must follow so i can dm) 

----
ty

EXTREMELY excited to be sharing this news from Catalyst Content!!

You can probably tell but the market is drowning in low quality AI slop.

That's why we partnered with Dfns to create "The State of Canton," a first party research report delivering the decision grade insight leaders need. 

This work is our antidote to combat AI slop, giving decision makers a clear first track to understand the future of money.

To demystify Canton's "network of networks," we built our analysis on 20+ partner interviews, collecting insights from leaders at Goldman Sachs, Lloyds Banking Group, Digital Asset, and Figment.

100+ downloads validate the market's demand for this kind of rigorous, human led analysis.

You can download the report to see the work. If you're looking to showcase your own original data, let's talk. 


p.s. check out this SICK promo video we made too 👇 👇👇

We've generated 25 Million+ impressions and booked 500+ demos from LinkedIn
today, im giving our exact workflow away... for free

Here’s a high level look at how it works:

1// It scrapes and analyzes the best performing content in your niche
2// Ingests your past writing and unique brand context
3// It generates new posts that sound exactly like you (no slop)

What you'll receive:

>  the complete self learning workflow on AirOps

>  my private database of proven hooks (1000+ hooks)

>. a full implementation guide to get it running this week

Stop using generic AI that makes you sound like a robot. This is a self learning system that gets smarter over time.

This is specifically for SaaS founders who need to turn their LinkedIn from a dead profile into a machine that books qualified calls.

Comment “SYSTEM” below and I will send it to you!

I’ll be sending it out over the next 48 hours (repost for early access)

It is 100% free and immediately usable

The most efficient B2B teams are running a system that generates 300 meetings a month.

It’s a content led warm outbound flywheel.

This is the exact system Shubh Agrawal uses at Valley to generate 300 meetings per month: 160 from inbound content and 140+ from warm outbound signals. It moves you beyond the brutal math of 2% reply rates by creating demand instead of just chasing it.

Tomorrow, he's breaking down the entire playbook live

You will learn the full flywheel:

→ How to create content that educates your buyers
→ The process for scraping engagement signals to find warm leads
→ The exact tools, workflows, and team structure to run the system
→ This session is for founders and operators who need a practical system to accelerate GTM, not just theory

Happening tomorrow. Register now to get the live link and the recording.

Link in comments

"We're doing outbound, but no one responds." This is what I'm hearing from literally every B2B sales team right now. You're sending emails. Running ca

Open article: How to build a $1.5M/mo pipeline machine (fulll breakdown) by Will Leatherman • 1 min read

How to build a $1.5M/mo pipeline machine (fulll breakdown)

5 forces will quietly decide who survives in fintech in 2026

If you are treating these as experiments, you are already behind.

The baseline is shifting right now due to rapid AI maturity and tokenized assets crossing 25 billion dollars in value. You face the challenge of shipping products and managing burn while navigating this noise.

These capabilities define who gets chosen by customers and regulators.

1// AI agents

Systems that observe data and take actions.
Identify high impact workflows like fraud checks where agents can own the work. Redesign data access so every action is explainable. Decide now if you will build or buy your agent platform.

2// Experience as the product

Design drives distribution.
Remove friction from onboarding and verification. Invest in predictive insights that feel tailor made. Treat UX as a core GTM investment rather than a final layer.

3// Tokenised assets

Real world assets on chain.
Pick your asset class and jurisdiction with regulatory feasibility in mind. Design a compliant issuance model including KYC. Choose custody partners early as part of your resilience strategy (RWA.xyz)

4// Embedded finance

Financial services inside non financial products.
Clarify if you are the platform or the specialist product. Invest in stable APIs and risk sharing models. Align compliance to embedded distribution since regulators view you as part of the stack.

5// Resilience

Handling volatility without breaking.
Build adaptive compliance capabilities that respond to new rules. Invest in flexible data architectures. Make resilience part of your narrative with investors.

Prioritise capabilities over features. Align infra and compliance choices to this future now because refactoring later is expensive.

Content led thought leadership communicates that you see these forces clearly. Design as distribution and resilience as strategy align directly with this reality.

By 2026, these will be the baseline. 

Audit your roadmap against these five forces today.

ICYM the live session with  Shubh Agrawal from Valley this week

We covered how they book 300+ meetings per month (~$1.5M /mo) with zero paid ads and no SDRs.

If you missed it, here are the key takeaways:

> stop treating content and outbound as separate functions. They are two halves of the same system.

> your content’s primary job is to create and capture demand by surfacing warm intent signals from people already in your orbit.

> you then track engagement (post views, website visits) to build a qualified list of people to contact.

> outreach becomes a simple conversion event with people who already know you, leading to 60-100% reply rates.

The big unlock is a signal driven GTM loop

Your content identifies who to reach out to. Your outbound converts an audience that is already warm. This approach helps you achieve 60-100% reply rates by engaging your existing audience, a massive improvement over the typical 2% from cold lists.

You don't need a massively painful or complicated tech like others suggest stack. You need a simple, repeatable process.

I'm releasing the full playbook with the exact workflows and prompts next week

Thanks again to Shubh and the team at Valley for sharing their workflow

BlackRock ’s $1B BUIDL fund, Franklin Templeton's on chain fund, and JPMorgan’s Onyx mean one thing....
blockchain has become financial plumbing.

the speculation is over. the infrastructure phase has actually begun

The signals are undeniable. Look at the facts:

> regulatory clarity: Europe's MiCA framework is live, providing a clear rulebook for institutional engagement.

> Incumbent adoption: BlackRock, JPMorgan, Franklin Templeton, Visa, and Fidelity are running live programs. 

> economic superiority: You can achieve settlement compression from T+1 wire transfers costing $15 to $50 down to seconds for less than $1 using stablecoins.

The core value is simple.

You’re removing the reconciliation layer entirely. Think of it as plumbing. A shared ledger eliminates the painful and costly process of ensuring two different sets of books match. The asset and the record of the asset are one and the same.

Your treasury, strategy, and technology teams should be running pilots on this NOW

The choice is between clinging to outdated T+2 operations or adopting mature infrastructure that delivers immediate cost and speed advantages.

Send this to your CFO and COO. Ask them how you are preparing for this shift.

Every founder I meet says the same thing: "I know I should post more on LinkedIn, but I just don't know what to say"

The solution is to stop creating and start capturing

You spend hours every week on sales calls explaining your product, handling objections, and telling client stories. These are content mining sessions. Your best posts are already written; you just need to capture them.

Here is the simple content capture system:

1// record your sales and discovery calls (always with permission).

2// run the weekly transcripts through an AI tool like Claude or ChatGPT.

3// use this prompt: "Extract 5 LinkedIn post ideas from this conversation, focusing on repeated stories, analogies that land, objections handled, and questions the prospect asked."

4// Look for the patterns. If you find yourself repeating a story or analogy on calls, your wider audience needs to hear it too.

This system shifts you from 'content creation' (which creates pressure and blank page anxiety) to 'content capture' (which is simple documentation)

It preserves your authentic voice, increases consistency, and pre-qualifies prospects by answering their questions in public. 

A founder i spoke with last week implemented this and had his best week on LinkedIn immediately.

Reply with the most common question you get on sales calls. I'll show you how to turn it into a content series.

The next five years will lock in the global standards for AI. 
You have a choice: write the rules or have them written for you.

This is the defining geopolitical battle of our generation, a new cold war for AI dominance between the U.S. and China. 

The conflict pits two models against each other: China’s state control versus America’s open competition.

For fintech and Web3 founders, the outcome directly writes your operating manual. It will define the practical rules for compliance, data governance, and cross border payments you must follow.

Your GTM strategy is being written by foreign policy

Stop waiting for the outcome. Start shaping the narrative by publishing a clear stance on AI standards. 

Build trust with buyers, partners, and regulators now

The only playbook you need to grow on Linkedin in 2026:
its dead simple

1. determine what you're an expert in

2. create resources that are valuable to your icp

3. write posts on linkedin that share those resources

4. share the useful thing 

Do this consistently for 6 months and you will have more engagements and more leads than you've ever had before. 

I GUARANTEE it

Thank you AirOps for having me the other week at your hackathon

The energy from a room full of wicked smart content professionals was incredible

I'm bullish on content in 2026
I'm bullish on "content engineers"
I'm bullish on the AirOps team

The people who can apply systems thinking to content production will WIN the AI content race. Human-first, no slop, and systematic execution.

It's so clear content as outbound motion will be the primary engine for B2B growth, measured on pipeline.

Founders and leaders, you need to invest in this function now. 

This is your future GTM

"How do you prove content drives pipeline?"

wednesday I'm sitting down with Bojana Vojnović Head of Content at HeyReach.io who built a content motion that drives $9M in pipeline.

we're covering: 

→ the content framework that moves prospects through their GTM motion 
→ how a lean team produces high-impact assets consistently 
→ the tracking system that connects content to actual deals

this is the breakdown if you've ever struggled to show content ROI

I watched the “Tokenize Everything” panel earlier this week

Most founders think RWA adoption is about new chains or finding the next exotic asset.

That’s the wrong game.

The panel proved RWA and stablecoin adoption is accelerating, but the winners won't be the loudest. The winners will be the ones who obsessively focus on three things: compliant rails, UX abstraction, and real distribution.

My key takeaways from the discussion:

- Institutional capital is unlocked by compliance. It is NOT coming to permissionless environments. Seeing Securitize and WisdomTree on stage confirms the only path forward is through regulated infrastructure (think broker and dealer partners, KYC).

- UX abstraction is non negotiable for mainstream users. The conversation is over. Your users must be able to login with an email, not a seed phrase. Magic Labs is a great example of this principle in action.

- Distribution is the only sustainable moat. The game will be won by teams that secure partnerships with exchanges, asset managers, and stablecoin issuers to get their assets into the hands of real buyers.

- Standardization will separate long term winners. The market needs clear standards for legal wrappers, data, and interoperability. Founders who are agnostic to the chain and help define these standards will build a massive advantage.

The timing advantage is now. The category is still being defined. Founders who move today can set the narrative and capture disproportionate market share.

This is the playbook. If you are a founder or on a GTM team, here is your checklist:

→ Choose partners who are fully compliant.
→ Design flows that do not require a wallet.
→ Secure distribution partnerships before you even finish the product.
→ Publish your stance on standards.
→ Move on enterprise pilots NOW.This is how you build a narrative that resonates with enterprises and regulators.

Are you building for the hype, or are you building to win?

Shout out to the panelists for the clarity: Ji Hoon Park (Radius), Graham Ferguson (Securitize), Jacquelyn Melinek (Token Relations), Jaemin Jin (Magic Labs), Maredith Hannon (WisdomTree), Teddy Pornprinya (Plume).

Not many people get to see what it takes to run a $9M content engine.
Next week we'll show you how...

HeyReach.io >< Catalyst Content 

Why you should care:

> content warms your buyers before you do outreach

> content at scale requires great systems

> smart buyers can spot AI slop from a mile away


Bojana Vojnović is going to tell you EXACTLY how to accomplish this step by step so you can implement it for your own teams. 

OH! and she has a really really cool dog

Content @HeyReach $9M/28months | Growing organic visibility | Mentor |

How does HeyReach.io organic traffic grow while everyone is losing traffic massively?


Wouldn't you like to know, weather boy?


I’ll be going into the details on this one with Will from Catalyst Content on December 3rd, 6PM CEST / 12PM EST.


Sign up via the link below and you'll find out.

Yes, Aura will be present and she'll be spilling tea. ☕ 

Ok, bye.

No one is coming to give you reach, credibility, or pipeline

News, algorithms, incumbents, enterprise buyers, and compliance operate strictly on their own timelines.

Founders who publish consistently flip the power dynamic... suddenly prospects chase them.

Your own content is your fastest, cheapest, most controllable outbound engine.
For 30 days, define 2 or 3 ICP problem pillars, post daily on LinkedIn or X, drop one short weekly video and one newsletter.

Measure success by high intent DMs and qualified meetings.

Stop waiting.

Start the 30 day sprint today and build your own audience.

Your sales calls are a goldmine. 
Here’s how to turn them into LinkedIn posts that actually convert.

most operators burn hours trying to think up viral content. it’s all sitting in your Zoom folder. wild, right?

here’s what I do for SaaS teams running at 6x demo spikes/20x social growth:

// step 1: record every call (yes, all of them)

// step 2: run recordings through AI transcripts. you want buyer voice, objections, analogies, trigger phrases.

// step 3: scan for story signals-if an objection repeats, it’s content. if an analogy lands, double down. rinse, repeat.

// step 4: publish once a week. skip the fluff. share raw stories buyers actually say.

A saas client of ours used this. saw demo bookings jump 6x in 90 days. saved 18+ hours a week. LinkedIn became their top growth channel.

if you’re ignoring sales calls, you’re leaving serious money on the table. the stories are right there.

want my exact workflow and story extraction prompts? drop “goldmine” below and I’ll send the blueprint.

Thanks for joining our exclusive live broadcast. Feel free to share your questions and interact with other participants in the chat.

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