Recotap

Recotap is an AI-powered ABM platform helping GTM teams drive efficient and effective customer acquisition. As a founder, I led the bootstrapped venture from concept to product-market fit and sustainable revenue growth, driving strategy, execution, and innovation.

Key Achievements:
Designed and executed the GTM strategy for the 0-1 journey, integrating marketing programs to drive business expansion and accelerate demand generation.

Forged strategic alliances with industry leaders (e.g., LinkedIn, HubSpot), amplifying market reach and driving business development opportunities.

Built and mentored cross-functional teams, fostering a high-performance culture and improving collaboration across Marketing, Sales, and Customer Success.

Advised clients on ABM roadmaps and execution, delivering measurable results in revenue growth and customer engagement.

Influenced product strategy by identifying key customer problems and market opportunities, resulting in a more targeted product roadmap.

Co-Founder

Ignite ABM

Ignite ABM is your Go-to Consulting partner for crafting impactful Go-To-Market strategies. We specialize in leveraging the principles of Account-Based Marketing to drive industry-leading growth for your business.

Managing Consultant

The ABM Voice Podcast

Podcast Host

AppliedMACS Technology Solutions Pvt. Ltd.

Infosys Ltd

Led high-impact digital transformation initiatives for Fortune 100 clients across Banking, Telecommunications, and Professional Services sectors, managing multi-million-dollar projects across multiple geographies and consistently delivering results that drove business growth.

Cultivated and nurtured strategic relationships with key clients, leading business development efforts with Nordic and Australian telecom clients (top 5 Infosys client), consistently exceeding expectations and delivering significant business outcomes.

Advised C-level executives on aligning technology investments with business goals, ensuring technology solutions supported strategic growth objectives and delivered measurable ROI.

Partnered in organizational development initiatives to streamline delivery processes, enhance talent management, and boost operational efficiency, resulting in improved performance across teams and projects.

Built, mentored, and led high-performing teams across diverse geographies, fostering service delivery excellence and ensuring consistent, high-quality project outcomes and client satisfaction.

Portfolio Manager

Hewlett-Packard

Associate Project Manager

Co-founder & CEO of Recotap. 📣 Account-based Marketing evangelist. 🎙️The ABM Voice Podcast host. 🚀 Startup Mentor. 🎯 Follow me for actionable Go-to-Market ideas. 📅 Book a time with me on officehours.com/arun

With over 2 decades of experience spanning enterprise IT and entrepreneurship, I bring a strategic outlook and execution skills to transform business challenges into revenue opportunities.

By aligning technology with customer needs across Banking, Telecommunications, and Professional Services sectors, I've delivered solutions that unlock stakeholder value.

I'm passionate about engineering customer-centric products, designing result-driven marketing programs, and implementing go-to-market strategies that accelerate growth.

My interests lie at the intersection of Product Innovation, Marketing, GTM and Strategic Alliances, helping organizations navigate AI transformation and capitalize on emerging opportunities.

Arun Gopalaswami ☸️

Content marketing for tech & consulting firms with long sales cycles.

👉 Is your marketing team stretched thin and are your subject matter experts too busy to write? 

At Leadwave, we've helped 50+ B2B companies create thought leadership articles, video clips, and LinkedIn posts from interviews with their experts. 

Here’s the content program we run for a B2B SaaS company that generated $14M in pipeline:

𝟭. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Interviewed their 10 best customers and analyzed 15 recent sales call recordings to uncover key pain points.

𝟮. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗣𝗢𝗩: Turned those insights into content pillars and messaging themes.

𝟯. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿 𝘀𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: Selected 2 executives and 2 subject matter experts and interviewed them once a month.

𝟰. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻: Created 1 long-form article, 6 video clips, 8 LinkedIn posts, and 1 newsletter from each interview.

𝟱. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Published the content on the personal LinkedIn profiles of the executives and subject matter experts, as well as the company page.

𝟲. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Promoted the top-performing posts with LinkedIn Thought Leader Ads targeting key accounts.

𝟳. 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻: Shared monthly lists of highly engaged companies from Thought Leader Ads with the sales team to help them book meetings.

𝟴. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Tracked both quantitative metrics (engagement rate, dwell time) and qualitative signals (comments, saves, booked calls) to refine and scale what worked.


I often post playbooks and case studies here on LinkedIn, feel free to explore below:

Niels van Melick

B2B content should be less like marketing and more like journalism.

Most B2B companies are still churning out blogs like it's 2012.

SEO-optimized fluff. Boring listicles. "Thought leadership" with no point of view.

Meanwhile, your buyers are consuming real content by journalists, creators, and subject matter experts.

Content that asks better questions. Challenges the status quo. Puts the audience first, not the brand.

That's what journalism delivers.

Imagine if your content team acted more like a newsroom than a marketing function:

📰 Weekly editorial meetings 
💡 Story pitches based on what your market actually cares about 
💭 First-hand insights 
🗣️ Candid interviews 
🔎 On-the-ground analysis

You'd stop asking "How do we work our product into this?" and start asking "What story does our audience need to hear right now?"

You'd publish the uncomfortable truth about industry trends—even when it doesn't make your solution look essential.

You'd quote people who disagree with you. You'd admit what you don't know. You'd prioritize being useful over being promotional.

That's how you build trust in 2026.

Time to stop writing like marketers and start reporting like journalists.

A Marketing Director told me yesterday: “We’re sitting on so much unused content, it’s insane.” Most teams have a BIG distribution problem, and it's costing them more than they realize.

Marketers churn out webinars, eBooks, and articles—then promote them with a couple of LinkedIn posts before jumping to the next project.

They're focused on volume.

More blog posts. More webinars. More, more, more.

But here's the thing: you can't expect ROI from your content if you're only promoting it with a couple of LinkedIn posts.

Content distribution isn’t an afterthought. It determines whether your content will be successful or not.

Here's the distribution playbook we use for B2B companies with long sales cycles:

1. We develop highly relevant topics based on data from customer research and recent sales calls.

2. We select 3 subject matter experts within our client's organization who are comfortable on camera and willing to build their LinkedIn presence.

3. For each topic, we conduct a 1-hour video interview with an SME.

4. We curate the best insights from each interview recording and turn them into 1 long-form article, 5 video clips, and 8 LinkedIn posts.

5. We publish this content from the personal LinkedIn profiles of your SMEs (3-5 times per week). Personal LinkedIn profiles get 5x the reach of company pages, so you're missing out big time if you only focus on your company page.

6. We repurpose the interview content across other channels:

 → Articles and video clips on your website
 → Full interviews on YouTube
 → A weekly newsletter with the best insights

7. After 3 months, we launch LinkedIn Thought Leader Ads to amplify your experts' best-performing posts.

8. After 6 months, we launch an employee advocacy program to turn other employees into a powerful organic marketing channel with massive reach. We repurpose existing content to fuel this program.

_____

👉 At Leadwave, we help B2B companies run this exact content playbook—driving millions in pipeline for our clients.

Open to learning more?

Book a free content strategy call with me here: https://lnkd.in/eSqakbR8

We create top-performing content from interviews with your experts

If I were hired as a Marketing Director at a B2B company with long sales cycles, here’s how I'd build a content program to drive demand in 2026:

1. Interview your 10 best customers and review at least 15 recent sales calls to uncover pain points, objections, and buyer language.

2. Use those insights to define content themes and break them into key topics that align with buyer needs and your brand’s POV.

3. Identify 3–5 subject matter experts with deep expertise, strong opinions, and a willingness to contribute regularly.

4. Run monthly 1-hour interviews with each SME. 

5. Turn each recording into 1 long-form article, 4–6 short-form video clips, and 8–10 LinkedIn posts with great insights and a strong point of view.

6. Publish this content on the personal LinkedIn profiles of your SMEs (3-5 times per week). Connect their profiles to a scheduling tool like Buffer to streamline the process and publish approved posts directly.

7. Publish the article and video clips on the website, repurpose the interview recording for YouTube, and create a weekly newsletter with the best insights from the interviews.

8. After 3 months, start running LinkedIn Thought Leader Ads to amplify your SMEs' top-performing posts. 

9. Repurpose the content for a LinkedIn employee advocacy program and turn your employees into a powerful organic marketing channel.

10. Track both quantitative metrics (engagement rate, dwell time, etc.) and qualitative signals (comments, booked calls, etc.) to analyze what resonates and scale what works.

_____

👉 Is your team stretched thin and are your SMEs too busy to write?

At Leadwave, we've helped 50+ B2B companies create thought leadership articles, video clips, and LinkedIn posts from interviews with their experts. 

Book a free content strategy call with me here: https://lnkd.in/eSqakbR8

Asking marketers to create thought leadership content makes NO sense. They're often not the subject matter experts, but they're given no unique insights to work with.

This forces marketers to do what everyone else is doing:

They head over to Google, read a few articles on the topic, watch a video or two and piece together an article they hope will pass as "thought leadership".

It's just a generic rehash of existing ideas that offer no real value to the reader. AI could have written it.

And what's even worse: it does nothing to build authority in the market or differentiate your content from competitors.

The fix? Interview your best subject matter experts once a month.

They bring unique insights and stories that will make your content engaging, interesting, and distinctive:

💡 It could be your CEO, sharing a bold viewpoint on where the market is heading.

💡 It could be your VP of Sales, highlighting various customer success stories.

💡 It could be your consultants, explaining how they've solved specific customer challenges.

When we run this process for clients, we typically turn each interview into:

→ 1 long-form article
→ 5 video clips
→ 8 LinkedIn posts
→ 1 editorial newsletter

It’s efficient. It’s effective. And most importantly, it’s the kind of content your buyers actually want.

👉 At Leadwave, we've helped 50+ B2B companies create thought leadership content from interviews with their experts.

Open to learning more? Send me a DM ✉️

80% of marketing teams I talk to don't have a documented content strategy. Honestly, that baffles me. You can't just throw spaghetti at the wall and see what sticks 🍝

Successful content programs have one thing in common: they’re intentional about 𝘸𝘩𝘢𝘵 they create, 𝘸𝘩𝘰 it’s for, and 𝘩𝘰𝘸 they distribute it.

Here’s the 9-pillar content strategy framework we use to help marketing teams create high-performing content:

1️⃣ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 – If you’re not talking to customers, your content is based on guesswork.

2️⃣ 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 – Not to copy, but to identify gaps in the market.

3️⃣ 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 – Stay ahead of trends and align with what buyers care about.

4️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗲𝗺𝗲𝘀 – Your strategy should dictate topics, not random brainstorming.

5️⃣ 𝗨𝗻𝗶𝗾𝘂𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 – The difference between thought leadership and recycled noise.

6️⃣ 𝗧𝗼𝗽𝗶𝗰𝘀 – Prioritize what truly matters to your audience.

7️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗳𝗼𝗿𝗺𝗮𝘁𝘀 – Choose the right formats for engagement and impact.

8️⃣ 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗽𝗹𝗮𝗻 – Because great content without distribution is invisible.

9️⃣ 𝗞𝗣𝗜 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 – If you’re not measuring impact, you’re flying blind.

_____

In 2026, a documented content strategy will make or break your content performance.

Need help developing one? DM me ✉️

Bad content isn’t just ineffective. It’s an expensive problem that’s hurting your brand more than you realize. Here’s why:

Imagine a CIO navigating cybersecurity threats. 

He comes across a whitepaper titled “The CIO’s Playbook for Data Security.”

Although the title sounds promising, it turns out to be superficial, filled with obvious tips like “use multi-factor authentication” and “conduct regular backups.”

It’s instantly clear these “insights” are completely obvious and shallow, ignoring the deeper strategic challenges buyers actually face.

Over the next few months, the CIO comes across other content from the same company. The webinar clip feels like a sales pitch, and the articles are irrelevant to their actual challenges.

And just like that, you’ve lost their trust. 

When your audience is unimpressed or even annoyed by your content, a catalyst of events will unfold:

⛔ 𝐘𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝 𝐫𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧 𝐭𝐚𝐤𝐞𝐬 𝐚 𝐡𝐢𝐭: 
Take the CIO who consumed a few content pieces only to find them utterly irrelevant. Their immediate thought? "What a waste of time."

⛔ 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐡𝐢𝐭𝐬 𝐫𝐨𝐜𝐤 𝐛𝐨𝐭𝐭𝐨𝐦: 
High bounce rates, low average reading time, and low engagement on LinkedIn posts are all signs you’re heading in the wrong direction.

⛔ 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 𝐥𝐞𝐚𝐝𝐬 𝐝𝐫𝐲 𝐮𝐩: 
When your content doesn’t resonate and you’ve lost the trust of your buyers, they don’t see you as a trusted advisor. Instead, they book calls with your competitors.

⛔ 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐬𝐭𝐚𝐠𝐧𝐚𝐭𝐞𝐬: 
Instead of growing the business, your content marketing is actually slowing it down. 

_____

Most marketing teams lack a deep understanding of their buyers. They rely on internal assumptions, outdated customer personas, and keyword research.

Heck, when was the last time that they actually spoke to a customer?

The whole point of content marketing is to build trust and make your audience feel heard.

In order to do that, slow down to speed up:

✅ Prioritize quality over quantity
✅ Make time for customer research
✅ Interview your subject matter experts
✅ Ungate your content and focus on distribution

Simple, but definitely not easy!

Two types of content that B2B buyers 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 want to consume:

1️⃣ Interview series with executives and SMEs

Buyers want to learn from industry experts.

Interviews with company executives and subject matter experts uncover unique perspectives and stories that your buyers love.

You can repurpose a 1-hour interview into different content formats: 

• 1 long-form article
• 5–6 short video clips
• 8-10 LinkedIn posts
• A podcast episode
  
2️⃣ Original research and data-driven insights

Nothing differentiates your brand like proprietary data.

Surveys, benchmarks, and competitive analyses deliver the kind of insights buyers actually want.

A single research project can fuel your content engine for months with:

• Executive opinion pieces
• LinkedIn posts and infographics
• In-depth articles

_____

Standing out has never been easier for B2B brands. 

You just need to invest in the right types of content.

Looking for help with this? Send me DM ✉️

A Marketing Director came to us with a familiar story:

⛔ Struggling to get qualified leads
⛔ Content without unique insights or POV
⛔ Random acts of content with no documented content strategy

This cybersecurity firm sells $250k+ projects to enterprise clients.

B2B companies with long sales cycles need a different marketing approach.

Here's the thought leadership content engine we built:

𝟭. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Every quarter, we interview 10+ customers and analyze 12+ recent sales call recordings to uncover key pain points.

𝟮. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗣𝗢𝗩: We distill those insights into messaging themes and content pillars that resonate with the market

𝟯. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿 𝘀𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: We chose the CEO and CISO as our primary thought leaders and run monthly interviews with them.

𝟰. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻: From each interview, we produce 1 long-form article, 6 video clips, 8 LinkedIn posts, and 1 newsletter.

𝟱. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Content is published across executive and employee LinkedIn profiles, as well as the company page.

𝟲. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: We boost top-performing posts via LinkedIn Thought Leader Ads targeting key accounts.

𝟳. 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻: Each month, we share a list of highly engaged accounts with sales to help book qualified meetings.

𝟴. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: We track both quantitative metrics (engagement rate, dwell time) and qualitative signals (comments, saves, meetings booked) to double down on what’s working.

Eleven months later:
📈 +$8.3M in pipeline
📈 +121% follower growth on LinkedIn personal profiles
📈 +66% follower growth on LinkedIn company page
📈 +105% newsletter subscriber growth

_____

👉 At Leadwave, we help B2B companies run this exact content playbook—driving millions in pipeline for our clients.

Open to learning more? Book a free content strategy call with me here: https://lnkd.in/eSqakbR8

It's insane to me how many marketing teams are churning out blogs, webinars, and whitepapers with no clear goal beyond "we need more content."

Most B2B marketing teams don’t need more content. They need a better content strategy. 

Here are 6 signs your strategy needs fixing ASAP:

❌ 𝟭. 𝗬𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝘀𝗻’𝘁 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝗽𝗶𝗽𝗲𝗹𝗶𝗻𝗲, 𝗮𝗻𝗱 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗸𝗲𝗲𝗽𝘀 𝗮𝘀𝗸𝗶𝗻𝗴 𝗳𝗼𝗿 𝗥𝗢𝗜.
Most marketing teams are stuck doing random acts of content. They're churning out articles, webinars, and whitepapers without a clear strategy that ties content to business outcomes.

❌ 𝟮. 𝗬𝗼𝘂'𝗿𝗲 𝘀𝗽𝗲𝗻𝗱𝗶𝗻𝗴 𝗺𝗼𝗿𝗲 𝘁𝗶𝗺𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝗻 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗻𝗴 𝗶𝘁.
Too many companies pour all their resources into website content—while barely showing up anywhere else. But your buyers aren’t hanging out on your website. They’re on LinkedIn. They’re listening to podcasts. They’re active in niche communities. If you’re not meeting them where they are, your content falls flat.

❌ 𝟯. 𝗬𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝘀 𝗱𝗿𝗶𝘃𝗲𝗻 𝗯𝘆 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵.
Given that your competitors are using the same SEO tools you are, it’s no wonder everyone’s content looks and sounds the same. B2B buyers don’t need another “10 Tips for Digital Transformation.” They want unique insights from industry experts—content that challenges their thinking and brings fresh perspectives.

❌ 𝟰. 𝗬𝗼𝘂 𝗵𝗮𝘃𝗲𝗻’𝘁 𝘀𝗽𝗼𝗸𝗲𝗻 𝘁𝗼 𝗮 𝘀𝗶𝗻𝗴𝗹𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗶𝗻 𝗮 𝘆𝗲𝗮𝗿.
How can you expect to create content that resonates if you don't understand what your buyers are struggling with? If you’re relying on outdated personas or letting AI do the research for you, you’re just guessing. No wonder your content is underperforming.

❌ 𝟱. 𝗬𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗮𝗹𝗲𝗻𝗱𝗮𝗿 𝗶𝘀 𝗱𝗿𝗶𝘃𝗲𝗻 𝗯𝘆 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗿𝗲𝗾𝘂𝗲𝘀𝘁𝘀.
You know how it goes: Sales asks for a product one-pager, leadership wants a thought leadership piece, and before you know it, your content strategy is just a running list of internal requests. If your content isn’t aligned with buyer pain points and purchase triggers, you’re just checking boxes instead of driving results.

❌ 𝟲. 𝗬𝗼𝘂𝗿 𝘀𝗮𝗹𝗲𝘀 𝘁𝗲𝗮𝗺 𝗿𝗮𝗿𝗲𝗹𝘆 𝘂𝘀𝗲𝘀 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀.
If your sales team isn’t using your content, you’ve got a serious alignment problem. And in B2B, where long sales cycles and complex buying decisions are the norm, that’s a massive red flag. Sales enablement is one of the most direct ways content can drive revenue. But if your reps aren’t leveraging it, it’s likely because your content isn't relevant to what buyers actually want.

70+ B2B companies with long sales cycles are using our thought leadership playbook to drive demand in 2026. Check it out ⬇️

Inside, you'll learn:

→ Why traditional lead gen is broken and what to do instead

→ A 9-pillar framework for building an effective thought leadership strategy

→ How to build a high-performing content engine with your subject matter experts

→ The best distribution channels for long sales cycles and how to use them


👉 At Leadwave, we help B2B companies run this exact content playbook—driving millions in pipeline for our clients.

Open to learning more? Send me a DM ✉️

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Niels van Melick

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The Battle

Arun Gopalaswami ☸️

Niels van Melick

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Niels van Melick's LinkedIn Performance

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Performance ScoreNiels van Melick's LinkedIn Performance