In the last nine months, our team generated 8M+ impressions on LinkedIn and booked 600+ sales calls. Without any paid ads or gated webinars.
Just content and a system behind it.
Here's how we did it.
The old way is dead
Remember what B2B content looked like in 2020?
Company page posts about conferences. Holiday greetings. Blog link dumps. Maybe an industry report no one read.
That was the entire playbook. Post from the company page, hope someone clicks, move on.
No one built an audience.
No one captured demand.
No founder ever showed their face.
That era is done.
The shift: company pages → personal brands
We flipped the model at Workflows.
Content doesn't come from our brand page anymore. It comes from our people.
We have team members posting regularly from their personal LinkedIn accounts. Each one with a different angle.
One posts workflows. Another shares playbooks. Someone else drops cheat sheets, templates, or stories.
Our company brand is the sum of all those personal brands. Not the other way around.
The company page still exists. But now it reposts the team's content, shares announcements, and amplifies what's already working.
It's a distribution layer, not the source.
Capturing demand from content
But here’s the deal, posting is half the job. The other half is turning that attention into pipeline.
Here's the system we built, broken into three stages.
Stage 1: Capture
You're moving people from "I saw your post" to "I'm in your system."
Six channels feed into this:
Engagement: Use Jungler to capture people who like, comment, or share your posts.
Profile views: Teamfluence tracks who's looking at your team's profiles.
Lead magnets: Post something valuable, gate it through beehiiv, build a newsletter list.
Connections: Export your LinkedIn connections directly.
Website visits: Warmly deanonymizes visitors on your site.
Direct bookings: Cal.com link in your content so prospects can skip the back-and-forth.
Stage 2: Enrich and score
Raw leads aren't useful. You need to know who's worth reaching out to.
Route everything into Clay. Enrich with emails using Findymail. Pull phone numbers for your tier 1 leads with BetterContact. Do a CRM lookup in HubSpot to see if they already exist in your system.
Then, qualify inside Clay based on company size, title, and whatever ICP criteria you've set. Update HubSpot with the new data.
Now you know exactly who engaged with your content, whether they're a fit, and what you already know about them.
Stage 3: Outbound retargeting
Convert content into conversations. Use
You're reaching out to people who already engaged with your team's content. They saw a post, visited your site or viewed a profile. Now you're following up with context.
So what do you do with this?
LinkedIn content is the best inbound channel for B2B right now. But only if you build the system behind it.
Post from personal accounts, not just the company page. Capture every signal: likes, profile views, website visits, bookings. Enrich and score those leads in Clay and your CRM. Then retarget with email, DMs, and calls.
Content without a capture system is just brand awareness. Content with one is a pipeline machine.
We built this system from scratch and run it every day. If you want help setting up something similar for your team…
Book a meeting here.
We'll walk you through it.