Library. Founder-led marketing and AI content systems.

How B2B Founders Turn LinkedIn Into Inbound Pipeline

LinkedIn is a long game and a brand play, not a lead spigot. Judge it only by early inbound and you'll quit before it works. Decide if it fits your business, set holistic expectations, own a narrow niche, stay consistent for months, and measure who's paying attention, not just impressions and engagement.

Justin DeMarchiJul 3, 2026 · 12 min

The 5 reasons founder stories are boring (and how to ensure yours isn’t)

Any founder story can be interesting if you avoid five mistakes: stakes that were never there, stakes that strain belief, details sanded down until nothing is left, a takeaway stapled onto the end, and leading with the origin story. The problem is almost never the story. It’s the telling.

Justin DeMarchiJun 3, 2026 · 7 min

What founder-led marketing actually is (and how it differs from CEO-led)

Founder-led and CEO-led marketing are the same play. The title decides your starting trust, not whether the play works.

Justin DeMarchiMay 30, 2026 · 6 min

What a human review gate actually catches in AI content

A checklist catches accuracy, tone, and typos. A review gate catches what only judgment catches: voice drift, claims that are true but off-positioning, a spec that quietly went stale, and the fabricated fact that reads completely clean. The gate is where the human supplies what the model structurally can't.

Justin DeMarchiMay 19, 2026 · 7 min

How a done-for-you founder LinkedIn system actually works

A done-for-you founder LinkedIn system built on a recorded extraction call and a documented voice profile, not a brief. AI handles production, the founder owns the thinking and the approval gate, and the founder's time cost is light once it's running.

Justin DeMarchiMay 13, 2026 · 7 min

Storytelling for technical founders: narrative without the theatre

Your instinct to dismiss storytelling is right. The performative version deserves it. The real craft is putting decisions, tradeoffs, and changes of mind on record, which is the same shape as an incident review. Keep a decision log and most entries become posts.

Justin DeMarchiMay 8, 2026 · 6 min

How to write prompts for B2B content

Prompts for B2B content are structured artifacts: context, voice reference, format spec, constraints, exit criteria. The patterns differ by format. The system gets sharper through iteration, not single brilliant prompts.

Justin DeMarchiMay 6, 2026 · 10 min

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The best founder stories are hiding under the canned ones

Every founder story is a pattern, a tension, a risk, or a belief. Seven granular questions draw each type out, and four verbal tells (a hesitation, “anyway,” “just,” a name that never comes back) show where the founder self-censored. Stop them there. Whether a story is worth telling is your call, not theirs.

Justin DeMarchiMay 1, 2026 · 7 min

Signs you've outgrown running your own content

When content only ships if you personally make it, you've outgrown running it yourself. Four signs you're there, why hiring a junior writer makes it worse, and the system that actually fixes it.

Justin DeMarchiApr 23, 2026 · 7 min

Why I moved DUO off Webflow

A first-person account of moving DUO off Webflow to Next.js + Claude Code. What broke, the math, and the moment the switch made sense.

Justin DeMarchiApr 20, 2026 · 5 min

More from the library

Message discipline for founders (the thing thought leadership isn't)Apr 14, 2026 · 6 min

LinkedIn or a newsletter: where should a B2B founder start?Apr 9, 2026 · 6 min

How to structure a B2B page so AI quotes itApr 2, 2026 · 8 min

How to show up in ChatGPT when you're a small B2B companyMar 27, 2026 · 7 min

Why Your LinkedIn Profile Is Working Against YouMar 24, 2026 · 5 min

How to measure whether founder LinkedIn drives inbound pipelineMar 19, 2026 · 7 min

Hook patterns that work in B2BMar 17, 2026 · 5 min

B2B buyers aren't on LinkedIn to be sold to: why it worksMar 11, 2026 · 4 min

How to Build a Content Cadence You'll Actually KeepMar 10, 2026 · 5 min

How to interview a founder for stories that actually publishMar 9, 2026 · 8 min

How do you know if a LinkedIn post is actually good?Mar 3, 2026 · 6 min

The LinkedIn Algorithm in 2026: What B2B Founders Actually Need to KnowMar 1, 2026 · 6 min

How B2B founders build trust before the sales callFeb 24, 2026 · 6 min

GEO, AEO, and SEO: which one a B2B founder should actually care aboutFeb 10, 2026 · 8 min

What politicians taught me about founder voiceFeb 4, 2026 · 5 min

Does AI-written content get penalized or cited?Feb 3, 2026 · 7 min

What B2B Founders Get Wrong About VoiceJan 30, 2026 · 4 min

Lean B2B marketing: stage-appropriate priorities for companies without a full teamJan 22, 2026 · 6 min

How to audit your founder content (in an hour)Jan 21, 2026 · 5 min

Can AI write founder content that still sounds like you?Jan 14, 2026 · 7 min

The anti-patterns that make B2B AI content systems failJan 7, 2026 · 8 min

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Library — writing on founder-led marketing and AI content systems