Thought Leadership Writing that Doubled Pipeline: B2B/SaaS Consulting Firm

Written By Amy Evans

Read the writing samples:
SEO-Optimized Blog | Ghostwritten Newsletter | Rich’s LinkedIn | Andy’s LinkedIn

Rich & Andy, Co-Founders of SaaS Business Advisors

Our Mission: Increase LinkedIn engagement, grow personal brand visibility for both founders, and generate inbound leads for their B2B consulting services.

The Challenge

Rich and Andy had built a respected SaaS consultancy, but their personal brands weren’t working as growth engines.

  • Their LinkedIn presence wasn’t generating meaningful engagement or leads.

  • Their messaging blurred together, making it hard for prospects to see their unique strengths.

  • They needed a content strategy that positioned each founder as a distinct authority while reinforcing the shared brand.

The Approach

I developed a dual personal brand strategy designed to showcase both their complementary expertise and shared credibility.

  • Straight Shot Brief: Conducted a structured brand interview with both founders to clarify their individual voices, strengths, and zones of genius.

  • Content Pillars: Created a content map for each founder that played to their unique skills while tying back to SaaS Business Advisors’ core value proposition.

  • Engagement Strategy: Built a system for commenting, DM outreach, and post interaction to maximize reach and connection with target prospects.

  • Messaging Framework: Refined brand language to make their value clear to SaaS founders and executives.

The Results

  • 300+ Newsletter subscribers within 48 hours of launch

  • Immediate 30,000+ boost in impressions

  • Created two differentiated personal brands that still support a shared company identity.

  • Established a repeatable LinkedIn posting system designed for high engagement.

  • Full pipeline (and two new hires) in 10 months

Copywriting & Content Deliverables for SaaS Business Advisors

  • Personal brand strategy and execution for two seperate, distinct brand voices

  • GTM strategy, planning, and execution for launch of new lead product and webinar series.

  • Content pillar and messaging framework for each personal brand.

  • LinkedIn content calendar and ghostwriting.

  • Newsletter copywriting in two distinct brand voices

  • SEO/GEO blog copywriting posts for visibility

  • LinkedIn playbook and SOPs.

  • Company-wide messaging framework and SOPs.

Amy Evans
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