B2B SaaS scale-up · 2 quarters
Northbeam Labs — pipeline through point of view
LinkedInThought LeadershipPaid
3.1×01 / The challenge
The challenge
A B2B SaaS scale-up was generating pipeline almost entirely through cold outbound. CAC was climbing, sales cycles were stretching, and the category had no clear narrative leader. The founder had strong opinions but no time to write.
02 / The strategy
The strategy
We built a ghost-written founder POV engine on LinkedIn, anchored to a defensible category narrative. Top-performing organic posts were amplified via Thought Leader Ads to a tightly defined ICP. Sales enablement assets followed the same narrative spine.
03 / The execution
What we shipped
- 013 founder posts per week, ghost-written from weekly interviews
- 02Thought Leader Ads to a 12k-account ICP list
- 03Sales-ready collateral mapped to each content pillar
- 04Pipeline attribution wired into Salesforce
04 / The results
In 2 quarters.
3.1×Qualified pipeline lift
−62%Cost per qualified meeting
+184%Inbound demo requests
Growth X turned my scattered opinions into a category narrative. We're now the brand prospects bring up unprompted on sales calls.
Priya Natarajan
CEO, Northbeam Labs
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