Turn your personal LinkedIn into a demand generation machine for your company.
Spectamur creates human-consumable LinkedIn posts for B2B founders who want to create a movement and increase their pipeline.
You're desperate for a new customer acquisition channel
Paid ads are too competitive and expensive
Some of this is due to simple supply and demand — there’s only so much digital space available on the three largest ad channels, which comprise 65% of the U.S. market: Google (26.4%), Meta (24.1%) and Amazon (14.6%).
Clients have told us that social advertising CACs have jumped to 50%, and return on ad spend (ROAS) has declined from 3 to 2 ($2 revenue for every $1 spent on advertising).
But even if the above wasn’t the case, paid ads haven’t been useful in a minute, due to banner blindness, especially among Millennials, who comprise 71% of B2B buyers.
We've reached peak Google
Google used to be the go-to channel for B2B companies to nonchalantly reach their ideal audience, until now.
People no longer trust search results.
Yes, even mainstream audiences know that Google has been infiltrated with SEO-first content, solely designed to rank highly in Google and nothing else.
I like the way one author described it:
Today's Google results are an increasingly useless morass of self-preferencing links to its own products, ads for products that aren't good enough to float to the top of the list on its own, and parasitic SEO junk piggybacking on the former.
This has led people to search elsewhere for information, such as new search engines, like Arc, Brave and DuckDuckGo, social media sites, like TikTok, and AI tools, like ChatGPT and Perplexity.
But even if people weren’t searching elsewhere for information, and Google was still great, it’s damn near impossible to rank for high-volume, money keywords… unless you’re Forbes.
Maybe you already have a 95+ DA site, and you think you have nothing to worry about. Welp, we’re here to bring you back to reality…
Even the biggest of sites are suffering from Google’s switch to SGE.
For instance, did you know that…
Over the last 4 months, the majority of the most-trafficked websites, according to SimilarWeb, saw a traffic decline by a median of 471,000 visits or 17.8%.
Your personal LinkedIn is the new company blog
Many marketers don’t realize that LinkedIn posts attract enough engagement to single-handedly drive top of funnel strategies. Today, LinkedIn remains a content deficient platform: there is more content demand than supply. Of all the major social channels, it remains easiest to become a top influencer on LinkedIn. The time that businesses spend investing in Twitter should likely be invested in LinkedIn instead.
Not only that but the majority of people don’t trust companies.
90% of business executives think customers highly trust their companies while only 30% of consumers actually do
The B2B buying process starts with LinkedIn now.
95% of B2B buyers are NOT in buying mode, and the 5% of buyers who are ready to buy usually choose from one of the few vendors they’re most familiar with, which is often driven by recommendations from product experts they trust
Combine that with the following stat and you’ll begin to see why posting on LinkedIn is a must if you want to create a movement and increase revenue for your company.
71% of B2B buyers say checking social media profiles is an integral part of their vetting process
It also comes in handy if you’re fundraising or plan on raising funds in the future.
65% of investors say that a lack of social media presence, including top executives, is a red flag when evaluating tech companies for investment
Last but not least, if you do decide to invest in LinkedIn, don’t waste your time on your company page, because LinkedIn shows 1.5 more posts from personal profiles than from company pages.
Get our free LinkedIn email course
Proof any ambitious B2B founder can become LinkedIn famous in the span of a year
Kait Stephens, co-founder and CEO of Brij, thought all of the above until Brad Zomick, the founder of Spectamur, convinced her to give LinkedIn a fair shot, i.e. posting once a day, writing engaging comments on her target ICPs’ posts and sending daily connection requests to the right people at the right time with the right message.
In Kait's words...
Example Posts
5 Phases. 2 Weeks.
The onboarding process is spread over 2 weeks and has the following 5 phases:
- Regular Linkedin jams: We’ll have 4 stakeholder interviews, where we discuss positioning, personal stories and customer outcomes.
- Custom content strategy: This stage takes 1 week. It’s where we meld the personal and business side of your content.
- Messaging:
- Content calendar: Next, we’ll get to work on your first two weeks of LinkedIn posts.
- LinkedIn tech stack: Finally, we’ll get your tech stack setup so your brand awareness and demand generation machine hums like a bee.
Frequently Asked Questions
Great question. I recommend the following tools
- Post scheduler
- Commenting triage
- Connection request automation
- Measurement
In total, these will cost around $1-150/month.
It depends on your category.
In busy categories, Linkedin can be like talking to a friend at a concert. You are screaming (posting 7 days a week), but they hear a whisper (low engagement). In those cases, it could take a couple of quarters. No different from any new marketing channel.
In sleepier spaces, the results can be immediate. For instance, I have a client who was able to grow her following 50% in a month and was able to get inbound leads immediately, and that’s from only 3 posts a week.
Yes, you want to be actively expanding your network by adding new connections.
Organically, all you need to do is add prospects you meet IRL. In the background, we also run some connection automation. Typically, you provide us a prospect list to power this.
Per the post above, you should also be actively engaging your network. We do help some clients with additional engagement. We do this using previously written content so that it’s actually something you’d say.
Yes, compared to paid media budgets, content is an evergreen asset. LinkedIn posts stay in feeds and accrue likes and comments for weeks. In that regard, they’re very similar to SEO content. And over time content can be recycled as often as every 30-60 days. Versus paid channels that burn money and have no annuity-factor, LinkedIn is night-and-day better.
Your posts are written by humans. Guaranteed. Trust us, we’ve tried a lot of AI writing tools, but they are not anywhere near comparable substitutes for real human writing at this time. And to be more specific, for the moment, you’ll work with Brad directly, and he’ll also be the one writing your posts. (It’s your lucky day 😉
Onboarding is a 2-week period, and costs a half month upfront. During that time, we build a custom content strategy, setup technology, and create the first two weeks of content.
After implementation, we only meet when we need to top up the calendar. We prefer to have the calendar planned out at least two weeks in advance.
5 reasons to work with Spectamur:
- It’s for B2B founders, built by a B2B marketer with a proven track record.
- Content-wise, we use the Dave Gerhardt founder brand playbook. A model that has been proven out time and time again.
- It works great for high ACV, long cycle, and account-based GTM strategies.
- We have clients with a public proven track record.
- You have important ideas to share but no time to share them
A note from Brad before you go...
Over the years, I’ve fallen in love with Linkedin.
It’s a great source of education, connections, income, and generally, a more positive social media network.
I love how it’s a perfect convergence of many sales and marketing disciplines:
- Branding/Storytelling – share your narrative
- Product Marketing – tell people how you are different
- Content Marketing – educate and entertain
- Public relations – get your ideas out there from the ground-up
- Account-based – highly curated in who can see your content
- Outbound – easy to target ideal customers
- Partnerships – great way to co-market
As the first marketing hire at numerous startups, I’ve worn all the hats.
And in one place, I still get to help CEOs, founders, and business leaders who don’t have the time to invest in themselves.
Building Spectamur is as much a bet on me as it is on you.
The same techniques that I preach here, I am using for my clients and my own personal brand.
So the frameworks and techniques that I bring to the table are battle-tested.
Like most demand generation techniques, succeeding on LinkedIn isn’t rocket science. Most things in life rarely are. It’s more like “what you put in is what you’ll get out of it.”
It’s like going to the gym. You can’t expect to go once and lose weight. It’s a long-term commitment. Similarly, LinkedIn is a daily activity you must commit to it everyday for an extended period of time if you want to succeed on the platform.
That’s the overwhelming news. The good news is that you have Spectamur to take all of this weight off your shoulders. You’re welcome. 😀
Book a free strategy call with Brad
Founder-led marketing is on the rise. Start building your professional castle on LinkedIn before your competitors do, or risk losing market share.
Right now, we’re at capacity, but we’ll be accepting more clients on a rolling basis. Join our waitlist.