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

I'm VERY BULLISH on in-person events in 2026

Not only do you get to meet dope people but they also operate as high leverage content engines. 

Last night Catalyst Content validated this specific model.

We brought fintech and Web3 founders, VCs, and operators together to hang and share stories of building, growth, discomfort... 

oh and egg nog.

content inputs raw material for essays, POV clips, and founder spotlights that fuel our outbound motion. This represents the future of executive led content.

If you want to turn your perspective into this kind of asset, reach out to join the next gathering... so much more to come w/ Ascendancy


Zach Hughes Sheikha Al-Otaibi Noah Walker Kamron Palizban John Christian Kuehnert 👋. Nick Hibbler Imogen Cain Brent Greenberg

Founder led content is the best way to warm up your buyers

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.

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.

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

This is my hitlist for 2026. ( yes its a little unhinged)

It's insane how much more you can get done when you build together.

So these are my targets for next year. i just want to build cool shit with cool people. Some are existing partners, some are the ones I want to connect with.

But I promise you one thing - in 2026 | will connect with all of them even if it literally means flying to their HQ with pizza in hand.

Outreach tools
> Raul Kaevand (Instantly.ai)
> Zayd Syed Ali (Valley)
> Bojana & Bojana (HeyReach.io)
> Annika Bautista (lemlist)

LLM Infra
> Austin Lau (Anthropic)
> Bethany Boehm (Anthropic)

Workflow builders
> Akash Sharma (Vellum)
> Jacob Bank (Relay.app)
> Joel Swain (Zapier)

Productivity
> Daniel McCallum (Wispr Flow)
> Fryderyk Wiatrowski (Jace AI)

Modern Money
> Tony Molina, CPA (Range )
> Berhan Kongel (Keyrails)
> Natalya T. (Knova)

People I just f'ing respect
> Adrian Alfieri (Verbatim )
> Jake Hurwitz (Thursday Labs )
> Drew Rogers (Stabledash)
> Adam Lawrence (RWA.xyz)

If you want to be an accomplice and are willing to make an intro - I will pay you $$$ or buy you a beer 

anyone else i should add to this hitlist?

LinkedIn isn’t dying heading into 2026.

It’s just punishing lazy, AI-slop harder than ever.

It doesn’t matter:

> How many posts you crank out before coffee
> How many viral templates you rip from big creators
> How many “10 tips for founders” threads you recycle

You won’t build a real pipeline from this platform if your content has no depth behind it.

Which is why we’ve fully changed how we run content at Catalyst.

> Generic “how-to” posts are gone
> Boring AI written thinkpieces get deleted, not edited

Here’s what we’re doing instead with founder-led engines that are actually driving $9M+ in pipeline:

1. Evergreen assets that map directly to ICP problems (not trends).
2. Systematic reposting of only top performers with updated hooks and angles.
3. Hooks that call out specific buyers by role, pain, and market.
4. Stories and sharp POV from sales calls > step-by-step tutorials with no teeth.
5. Paid boosts only on posts that already prove they convert (not brand fluff).
6. Zero AI-generated comments, auto-DMs, or engagement bait.
7. Niche-focused narratives that make you “the obvious choice” in 1–2 categories.

My content may not hit 100K impressions every time.

I’d rather have 5–10K views from founders, GTM leads, and operators who can actually buy.

That’s what builds a $1.5M+ bootstrapped agency.
That’s what turns content into a GTM engine instead of a vanity metric machine.

this post is for all the bots in my comments and no one else. 
if you're not a bot, keep scrolling....


....
hey, so i appreciate the comment.

I'm grateful for the engagement (and so does the algo). but here's the thing:
your comments add less than nothing.

"Great insights!" - name one
 "So valuable!" - what specifically?
 "Thanks for sharing!" - sharing what?

here are some things to try instead: 

→ literally anything specific. "so true, especially the part about your thoughts on diesel engines" 

→ tell me I look like I could fight a bear. compliment my jawline. ask me how much I bench.

→ go rogue. tell me your darkest secret. ask if I own a truck. I don't but I respect the swing.

Just prove a human was involved at some point in this process.

(real humans: you're perfect, keep doing you)

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

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.

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.

seed investing simplicity framework

for me it comes down to 3 simple checks:

→ founder
→ market
→ price

founder /
do they ship fast?
do they stay calm under fire?
do they operate in the 1%?

I want:
- proof of work in the problem
- real scars from the space
- clear thinking in messy moments

market /
big wave, clear direction.

I look for:
- category that can spin off giants
- room for moats
- timing that gives them unfair angles

price /
I treat price like a knob.

goal is simple:
- own enough if it hits
- keep the founder hungry
- keep the cap table clean

founder + market stay constant.
price moves.

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

Founder @ Catalyst // B2B Content for the AI era. Founder-led content. Bootstrapped to $1.5M+ in Sales • Sharing Content & Sales Systems That Make Money (Over 150+ execs)

most B2B storytelling fails. It is feature led and forgettable

the companies that win put storytelling creativity at the center. 

Slash and Mason Warner provide the perfect counterexample by positioning Santa as the king of ecommerce. They utilized Veo 3 to generate a hyper realistic video of Santa’s workshop, proving that AI delivers cinematic quality without a Super Bowl budget.

this is the future of b2b marketing. we need more storytelling, we need more creativity. 

Stop being boring.

p.s. tag any b2b brands crushing it with creative

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.

You are overthinking founder content...
if you're doing it as part of your GTM your job is to show up in the feed every day so your prospects recognize you before your outbound team ever hits send.

Don't think of it as a creative project requiring high production value. Treat it instead as a mandatory operational rhythm (like a pipeline review). 

The goal is simple visibility

Here is the daily ritual for omnipresence:

> post on LinkedIn every single morning
> use a photo or video if it makes sense
> repeat your core messages frequently
> publish the post even when it feels raw (the more uncomfortable usually = better)

Seeing your face and hearing your perspective daily builds immediate familiarity. This consistency turns a cold contact list into a warm audience that knows you before you ever speak. 

Frequency keeps you top of mind.

Your outbound becomes significantly more effective when the market recognizes you. 

This is your most controllable lever to increase reply rates and accelerate deals.

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.

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.

Our $9M content engine runs on one 30‑minute founder interview.  
Here’s how we turn it into 10+ assets every week.  

I need founders in build mode, not stuck in Google Docs.  
We built a workflow at Catalyst that pulls everything from one focused call.  

Step 1 / Prep prompts  

We write 5–7 prompts that start with problems, not topics:  

→ “Tell me about the last deal that stalled.”  
→ “Where do buyers get confused in demos?”  
→ “What wrong belief hurts your ICP the most?”  

Each prompt maps to one clear pain.  

Step 2 / Record the call  

One 30‑minute interview on Zoom.  
No script.  
I push for stories, numbers, exact phrases buyers use.  

Step 3 / Transcribe with AI  

We push the recording into our stack.  
Instant transcript.  
From there we highlight:  

→ sharp one‑liners  
→ step‑by‑step explanations  
→ live objections from real buyers  

Step 4 / Tag by ICP problem  

Every strong line gets tags:  
“pricing fear”, “migration risk”, “status quo”, “tool fatigue”, etc.  

Now we can pull content by problem, not by date.  

Step 5 / Map into assets  

From one call we ship:  

→ 5–7 LinkedIn posts  
→ 2–3 emails for nurture  
→ 1 long‑form blog or playbook  
→ 2–4 sales enablement assets  
  (objection slayer, one‑pager, talk track)  

Step 6 / QA so output does not turn into AI slop  

We run everything through:  

→ voice check vs past posts  
→ proof pass for numbers, claims, product details  
→ “would you say this out loud?” test with the founder  

Result: founder‑led content at scale, without founder calendar death.  

Want my internal checklist for this workflow?  
Comment “ENGINE” below and I will share it.

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