Guides.
In-depth takes on the practices that define senior B2B operating. Written from inside the work.
These guides are living references. They are updated as the practice, the tooling, and the underlying tech evolve. The date you see on each guide is the last meaningful revision.
How B2B Founders Turn LinkedIn Into Inbound Pipeline
LinkedIn is a cringe feed and a working pipeline channel at the same time. Inbound comes from a fixed profile, a defended point of view, and months of consistency, which is exactly where most founders fail. This guide covers the mechanism, the cadence evidence, the real timeline, the measurement problem, and the decision about who runs production.
- Why LinkedIn produces inbound for founders, with sourced numbers
- Profile or posting first, and what actually drives leads
- Cadence and algorithm folklore, adjudicated against real data
- The honest timeline: weeks 2, 12, and 24
- DIY, tools, or hired out: the delegation decision
AI Content Systems for B2B: The Complete Guide
An AI content system isn't a prompt or a tool. It's a production line: real input from a person, a documented voice spec, AI doing the drafting, a human gate deciding what ships, and structural rules that get the output cited by ChatGPT and Google. The system is the asset. The model is the cheapest part of it.
- The five parts of an AI content system
- Why AI output sounds generic, and the voice-spec fix
- What a human review gate catches
- How to get cited by ChatGPT and Google
- The four failure patterns, and where to start
Founder Communications: The System That Turns Founder Voice Into Pipeline
Founder communications is a system, not a content habit. It works in B2B because of trust, differentiation, and speed, and it usually fails because the founder is the entire production line. The fix is a five-stage system (extraction, voice profile, AI-assisted drafts, founder review, schedule) that takes the founder roughly two to three hours a month and lets the rest run without them.
- What founder communications is, and why the name matters
- Why it works in B2B: trust, differentiation, speed
- Why founders fall off, and the five-stage system that fixes it
- Story extraction, voice, and message discipline as the craft underneath
- How to measure a channel that doesn't behave like paid media