How 4 Pro Marketers Use LinkedIn Content to Drive Demand and Fuel GTM

Posting on LinkedIn is easy, literally free for anyone to do.

Where the real challenge is, and where most companies fail, is building real pipeline from it.

Personally, I’ve had my fair share of using LinkedIn content for GTM and demand gen, both from my time as a content services provider to now that I’m building a SaaS business.

But this article isn’t about my experience.

I’ve turned to four marketers who are using LinkedIn content to drive real demand and pipeline for businesses.

Dom Odoguardi (head of GTM at Trellus), Isioma Ogwuda (marketing & GTM leader), Matt Green (co-founder & CRO at Sales Assembly), and Lindsay Rios (revenue & marketing leader) have each found their own way to make the platform work as a demand driver, trust builder, and business development engine.

We covered: 

• the tactics that actually convert, 
• the role of humor and authenticity, 
• how to activate internal voices, and 
• what metrics really matter when you're tying content to revenue?

Ready? Let’s go!

From posts into pipeline: their most effective campaigns

Can you walk us through a specific LinkedIn campaign or content series that directly contributed to measurable demand or influenced your GTM motion?

Isioma Ogwuda: One example is our launch of a downloadable asset titled “Building Trust from Day One: A Checklist for Founders.”

It supported a clear goal to help fintech founders build credibility early, especially in markets where trust is hard to earn.

Instead of posting once, we created a focused content series. Each post highlighted one item from the checklist, tied to practical insights from our founder’s experience. 

Some posts were organic, and others were promoted using LinkedIn Thought Leadership Ads.

The asset led to multiple inbound conversations and influenced our outbound efforts.

Matt Green: We try not to focus on posting content, and instead try to post problems.

Last quarter, we ran what we called the "Sales Math Audit" series. Five posts, each one calling out a specific broken assumption in GTM planning.

Post 1: "Your forecast is fan fiction." Called out pipeline stages as meaningless without buyer signals.

Post 2: "You're paying for sellers, but hiring order takers." The AE dependency problem, reps hitting quota on inbound while sourcing 10% of their own pipeline.

Post 3: "Your comp plan is paying reps to be selfish." Broke down how individual incentives kill team selling.

I lost count of how many leaders who fit our ICP proactively DM’d me asking to chat. 

As of today, we can tie 3 closed-won deals to these posts, with a few more progressing through the pipeline.

Lindsay Rios: I've seen companies do really well by making their LinkedIn company page feel more like a person. 

One example is a friend of mine, Josh Bailey, who joined Anam as Head of Growth. They changed their LinkedIn company page to be an avatar and started posting with a voice that felt human, funny, and relatable. 

It's working really well for them.

We’ve also seen companies like HubSpot do this in the past, move away from corporate speak and lean into the humor in their social media posts, written as if it’s coming from a person, not a company.

Humor performs well because it's relatable and speaks to pain points in a way that's engaging. Companies like TL;DV, Anam, and A2 Media are doing this really well right now. Video strategy, especially when funny or relatable, performs great on LinkedIn.

Dom Odoguardi: It's rarely just one series that drives pipeline. Different types of content serve different purposes. 

A broad piece gets you impressions and connections. Then you follow up with a more tailored post that speaks directly to the pain points of your ICP.

One of the more successful formats I’ve used is a funny, skit-style video that overexaggerated the challenges my ICP faces without our software. It resonated, got a lot of engagement, and helped grow my network.

The next day, I followed that with a serious, written post that addressed those same challenges more directly and offered solutions. That second post converted many of the people who engaged with the first one into real pipeline.

Where LinkedIn content lives in their GTM strategy

How does LinkedIn content fit into your broader go-to-market strategy?

Lindsay Rios: For me personally, LinkedIn content supports my brand. 

It lets my ideal customers, and even just friends, know what I do and what my superpowers are, so they think of me at the right times. They lift me up & refer me when I’m ”not in the room.”

It’s a top-of-funnel strategy for my business. I encourage my clients to do the same, but in a way that doesn’t overwhelm their day-to-day.

Isioma Ogwuda: We rely heavily on founder-led content. Our founder posts regularly, and I sponsor the top-performing ones through LinkedIn Thought Leadership Ads. 

That mix of organic and paid has driven a significant chunk of our inbound.

Some of our closed deals started with a LinkedIn post. We’ve even had investor conversations and speaking invites come through this channel, even though we’re not actively raising. 

It all ties back to a consistent strategy across organic, paid, and outbound.

Matt Green: LinkedIn is a big part of our GTM strategy, especially for market-making. First, it acts as our lead qualification system. If someone comments on a post about comp plans or pipeline, they’re raising their hand and telling us where they’re struggling.

Second, it builds trust before the first call. People don’t want to be sold to by strangers, but they’ll meet with someone who’s been solving their problem in public for months. LinkedIn has basically become our primary business development channel.

Dom Odoguardi: LinkedIn content makes up 80% of our GTM structure. Everything starts there. It helps us identify people who are already showing interest or have interacted with us. That’s way more effective than starting cold.

Personally, it fills my pipeline, builds my reputation, and gives me a creative outlet for sharing content that actually connects with our audience.

What actually drives inbound: the real content levers

What have you seen consistently make LinkedIn content convert, not just build thought leadership?

Lindsay Rios: Stick to your core content pillars with a slight chaotic mix to show your human side. People connect with other people, especially when they align with your values.

If you're not personal or authentic, it's hard to build true, meaningful inbound leads. It’s not about getting everyone to like you or agree with you, it’s about building a network of those who align with you from a values standpoint & have a mindset to learn from your POV. 

If we want to focus on likability, we’re not attracting our actual ICPs; we’re just attracting followers.

Matt Green: Specificity. Most people post like they’re afraid to be disagreed with. We go the opposite direction. We post things that get uncomfortably specific. That’s what triggers self-diagnosis, proves depth of experience, and creates urgency.

Instead of saying “improve your comp plan,” I’ll write: “Your AE hit quota, but 85% of their pipeline came from inbound. Are they a top performer... or just a good order taker?” 

That gets people thinking and sharing. The more surgical the insight, the more qualified the inbound.

Isioma Ogwuda: Clarity of perspective. The posts that drive results are the ones where our founder shares a strong point of view on real challenges fintechs face. They’re rooted in what we’re actually building, and in the decade of experience he has in the space.

Dom Odoguardi: Thought leadership is great, but people also want a break. Some of our best-performing content isn’t just advice, it’s entertainment. Funny videos that exaggerate pain points do really well. They build trust in a different way and open the door for deeper, more serious conversations later.

A quick message from Leaps...

Amplify your team’s expertise in public. Drive more inbound.

If you want a simple AI workflow that pulls out the insights, experiences, and POVs locked in your head, your execs, or your team — and turns them into content that attracts opportunities on LinkedIn — check out leapshq.com :)

How to get internal experts to show up, share insights

How do you get executives or subject-matter experts to participate in content creation and amplify their presence?

Isioma Ogwuda: We ask for a short-term commitment, like three months. 

That makes it easier to say yes. Once they see traction and how low-lift it is, they usually buy in fully.

I keep the process really simple. We either do a quick call or I send a few targeted questions. Tools like Leaps help me collect audio responses [and turn them into first drafts for LinkedIn posts that sound like them]. I handle the rest, fine-tuning the posts and making sure they sound like them, not marketing. 

For amplification, we only boost posts that are already working. 

If something is driving saves, DMs, or sales conversations, we use Thought Leadership Ads to extend the reach.

Matt Green: We have a bit of a cheat code. I'm the executive who posts. I'm completely bought in, so it's not an issue for us.

Dom Odoguardi: It’s all about aligning with what the person wants. Some want to be known in the space. Others just want to have fun. You can’t force people to post, but you can support and incentivize them.

The secret? Handholding. Brainstorm ideas together. Write scripts. Film together. Execution is 70% of the game. Content isn't just about good ideas; it’s about actually getting it done.

Lindsay Rios: Trying to force everyone to post doesn’t work. It's a personal thing. Start with people who are already active, or at least curious. Give them a framework to start that is doable; you can’t boil the entire LI strategy ocean. Let it build from there.

You also don’t need the whole company. Just a few key people. Gong did that, and it worked brilliantly. Once others see colleagues doing it, they often get inspired to join in as well.

Redefining success: what metrics actually matter

How do you measure whether your LinkedIn strategy is working, beyond impressions and likes?

Isioma Ogwuda: We care about meaningful actions. Did a post lead to a sales conversation? Did it spark a reply from someone in our ICP?

We track clicks, post-click behavior, and also indirect signals, like when a post gets quoted in investor emails or revives a dormant deal. Tools we use include LinkedIn Ads Manager, Google Analytics, and a “How did you hear about us?” form. We also keep a manual log of softer signals like DMs or revived conversations.

Matt Green: I don’t track impressions at all. What I do track, religiously, is every conversation that starts from our content, inside HubSpot. We care about the quality and quantity of prospects generated through social.

Dom Odoguardi: Different metrics matter for different types of content. Broad content? Watch impressions. Thought leadership? Watch engagement and comment quality.

But for pipeline, it’s about conversations. Are people DMing you? Are you building real relationships? That’s when a pitch turns into a recommendation, not a cold ask.

Lindsay Rios: The most important question is: are we reaching the right people, and are they reacting in a meaningful way?

One of my brand partners, GTM Buddy, does this really well. They have someone internally who engages with the people who interact with my posts. They don’t pitch; they build on the relationship. That’s the kind of intentional strategy I think more companies should adopt.

LinkedIn isn’t just a content channel

It’s a GTM engine — when used with purpose, consistency, and a little creativity.

Whether you’re sharing a founder’s perspective, running a skit series, or just posting with clarity and intention, these five marketers prove there’s no single formula. 

But there is one shared truth: people want to connect with people, and the companies that lean into that are winning.

So… ready to level up your LinkedIn strategy? Start where you are. 

Show up consistently. And don’t be afraid to get specific, funny, or a little uncomfortable. That’s where the real traction begins sometimes.

Remember... you can:

Amplify your team’s expertise in public. Drive more inbound.

If you want a simple AI workflow that pulls out the insights, experiences, and POVs locked in your head, your execs, or your team — and turns them into content that attracts opportunities on LinkedIn — check out leapshq.com :)