Startup growth

Post LinkedIn lead magnet · Startup growth

If you're a Head of Marketing trying to get your founder active on LinkedIn without it becoming a full-time job for either of you, this is the playbook (we've run it for 40+ founders): Step 1: Get the buy-in. Founder content programs die because the founder never fully commits. They post for two weeks, get 12 likes, and disappear. Neutralize the objections early. - "I don't have time to write" (you don't write, you talk for 30 min every two weeks). - "I'll look cringe" (the only cringe outcome is being invisible to your ICP). Step 2: Capture the voice. Don't ask the founder to write and don't write without their input. Instead, run a bi-weekly 30-minute recorded interview. Ask strategic questions that map to your content strategy. Pull 8-12 post ideas from each transcript using the founder's actual words. Step 3: Build the content engine. Every post should attract, nurture, or convert. Top of funnel: more general business takes, stories from building the business, etc. Middle of funnel: industry takes, pro tips, process breakdowns, commentary. Bottom of funnel: case studies, FAQs, product updates, team updates. Aim for 3 TOF, 1 MOF, 1 BOF per week, or 2 / 2 /1. Step 4: Own the operating rhythm. Founder's total time commitment: 30 min every two weeks for the interview, plus 5-10 min to approve drafts. Everything else is marketing / your agency's job. Making the founder the bottleneck is the fastest way to kill momentum. Step 5: Measure what matters. Track impressions and followers, but lead reports with pipeline when possible (inbound calls with "LinkedIn" as the source, DMs from qualified prospects, and revenue attributable to social). If you're a Head of Marketing or founder trying to build this motion, DM me and I'll walk you through how we'd set it up for you.

Mécanisme lead magnet

DM me and I'll walk you through how we'd set it up for you.

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Startup growth

Post LinkedIn

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"I should be able to leave that meeting and say, I know on a scale of 1 to 10 how likely this is to be a real sales opportunity." Meet Jennifer Dulski, CEO of Rising Team. Rising Team has been on a mission to turn every manager into a confident leader of a high performing team. They sport customers including Adobe, Facebook, Yahoo, Aramark, and even Hersheys. We've been working together for years inside the Unstoppable GTM Program as she's been successfully scaling Rising Team. Her biggest unlock? Embracing Founder-led Enterprise Sales. So I got on a call with Jennifer and started to talk through all her lessons. She shared this brutal but necessary framework for Founder-led sales. She calls it the 30-Minute Vetting Rule. Her goal is to get be able to rate each opportunity on a scale of 1 to 10 (and 11 is totally allowed) so that by the end of the first half-hour so she knows exactly where to spend her time. Not on her ability to sell. But on whether this is an urgent and important need for the prospect. Here is how she breaks down the scale: • The 11/10s: These people desperately need us and are excited about what they see. The Strategy: Spend the majority of your time here. • The 2s and 3s: These meetings are low potential. The Strategy: Determine this immediately so you don't waste manual effort; move them to an automated email nurture sequence. • The Middle: This is where the work is. The Strategy: Focus on uncovering constraints to see if you can move them higher up the scale. In my experience, this mindset is what makes the best enterprise sellers and Founders that win in the Enterprise in the early stages. It flips the frame from "I am going to sell you enterprise software" to "Do you actually need this?". Because as Jen pointed out to me, even if everyone should want high-performing teams, sometimes other needs are just more urgent in that specific moment - like Maslow's hierarchy for business. Jen and I talked for nearly an hour and she went in-depth on sharing all of her lessons learned as she scaled Rising Team and embraced Founder-led GTM. To watch the full episode, follow the link in the comments below 👇

To watch the full episode, follow the link in the comments below 👇

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