According to Forrester, the average B2B buying decision now involves 13 internal stakeholders and 9 outside influencers.
No single LinkedIn account covers that room.
I have 33K+ followers.. but the Workflows team collectively has 150K+, and we book 80+ meetings per month from LinkedIn.
The reason we can pull that off is because our team's content covers the entire stakeholder map we sell into.
Here's how the system works.
1. Company content strategy
Everyone builds off the same shared foundation:
Positioning: helping GTM teams understand the most advanced state of what's possible in the field
ICP: B2B tech, Seed-Series B
Company pillars: GTM workflows, AI GTM education, build in public, growth strategies
Each team member picks their own lane inside of this.
2. Personal brand strategy
We sell into 4+ departments and reach end-users, champions, and decision-makers. The content that lands with each one is different, so everyone owns 3-4 personal pillars:
Together, the team covers every angle in our industry.
3. Company page
Personal pages get 5-8x more engagement than company pages.
So until we hit 50K company followers, we use the company page for:
Hiring
Reposting team content
Engaging with people mentioning us
Many personal brands equals one company brand.
4. Content creation
Nobody starts from a blank page.
We make it as easy as possible for everyone to create:
Evergreen templates in Notion
Every call transcript stored in one repo
Company OS in GitHub with content creation skills
Unlimited access to designers for every team member
2,000+ viral posts stored in Pinecone for RAG
We also run a quarterly LinkedIn competition with cash prizes.
5. Content conversion
Every team member's content feeds the same funnel:
Capture: connections, engagement (Jungler), website visits (RB2B, Apollo), lead magnets (Tally)
Enrich and qualify in Clay
Cross-check HubSpot to exclude existing clients and closed-lost
Retarget: Instantly for email, HeyReach for DMs, Nooks for calls, LinkedIn ads
Meeting booked on Cal.com
So what do you do with this?
When people book calls with us, they usually say the same thing: "I see your content everywhere."
That's impossible with one profile. A whole team posting is a distribution network, and it's what most B2B teams still aren't doing.
If you want help setting up employee-led content for your team…
Book a meeting here.
We'll walk you through it.