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

We're hiring again! I'm looking for a freelance SEO strategist to help us build high-impact content programs that generate pipeline for our clients.

You'll help us:

→ Build content programs that drive measurable results (pipeline, demos/sales calls, LLM mentions, traffic)
→ Design and implement content workflows
→ Run LLM/GEO experiments
→ Conduct technical audits
→ Leverage tools like Semrush, AirOps, and Scrunch

Our clients are B2B SaaS and service companies.

You’ll work closely with our Head of Content and our superstar team of writers.

If you have a proven track record with past clients and want to work on exciting projects with an enthusiastic team—I’d love to hear from you.

Drop a comment below or send me a DM ✉️

Thought leadership content for tech & consulting firms | Founder @ Leadwave

In the next few years, B2B marketers should have one clear mission: create content AI can't create. 

Here’s the problem I see with almost every marketing team I talk to: 

They've been pushing for more content, faster. AI has helped them do that. 

But now, they’ve come to the realization that their content is no different from their competitors. 

It doesn’t stand out. It doesn’t resonate. 

If you want to stand out in 2026, focus on creating differentiated content: 

✅ Original research reports with compelling insights
✅ Podcasts featuring industry thought leaders or customers
✅ Thought leadership videos with your subject matter experts
✅ Articles and LinkedIn posts with unique stories and strong points of view. 

This is the kind of content your buyers actually want. 

Why not give it to them?

For most B2B marketing teams, distribution is BY FAR the most neglected part of their content strategy ⛔

They pour time and money into creating webinars, ebooks, and articles—but most of it ends up collecting dust on the website. 

And when it finally makes it to LinkedIn, it’s often just a lazy link drop on the company page that no one engages with.

Publishing a couple of LinkedIn posts isn't a distribution strategy.

Most marketing teams are still spending 80% of their time creating content and 20% distributing it. That should be the other way around.

You can create the best content in the world, but if it’s not getting in front of the right people in the right places, it’s a waste of time and money.

Buyers aren’t just Googling or asking questions in ChatGPT. They're on LinkedIn, listening to podcasts, watching YouTube.

Your distribution strategy needs to reflect this.

I saw a marketing agency suggesting you should gate your case studies to build your email list. Why on earth would you do that?!

Your case studies are proof that your product or service works. They’re designed to build trust, credibility, and confidence in your buyers. 

So why hide them behind a form?

Think about it:

• Your best prospects are actively researching solutions. If they have to fill out a form just to see if you know what you’re doing, they’ll bounce.

• The people who do fill out the form? Half of them aren’t even qualified buyers—just people curious enough to check but not ready to buy.

• And your sales team? Now they’re stuck following up with a bunch of unqualified leads instead of focusing on buyers with actual intent.

The goal isn’t to collect as many emails as possible. It’s to get the right people to trust you. 

If your case studies are strong, they’ll drive pipeline on their own. No gate needed.

6 signs your content strategy needs fixing ASAP:

⛔ 𝟭. 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.

⛔ 𝟮. 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.

⛔ 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. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗶𝘀 𝗮𝗻 𝗮𝗳𝘁𝗲𝗿𝘁𝗵𝗼𝘂𝗴𝗵𝘁, 𝗻𝗼𝘁 𝗮 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝘆.
Too many companies pour all their resources into website content. 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.

⛔ 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.

What would you add?

A Marketing Director came to us with a familiar story:

⛔ Struggling to get qualified leads
⛔ Random acts of content without a distribution plan
⛔ No thought leadership presence on LinkedIn
⛔ No unique insights or points of view

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

_____

👉 Looking to create thought leadership content but your team's stretched thin?

We've helped 50+ tech & consulting firms create top-performing content from interviews with their experts.

Send me a DM or click "Book an appointment" at the top of this post.

Here's the content playbook that's currently driving millions in pipeline for our B2B tech & consulting clients:

1. Interview your 10 best customers and review at least 15 recent sales calls to uncover real pain points, triggers, 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 and strong opinions.

4. Run monthly 1-hour interviews with each SME. 
 
5. Turn each recording into 1 long-form article, 5 short-form video clips, and 8 LinkedIn posts.

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 publishing process.

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. Track quantitative metrics (engagement rate, dwell time, etc.) and qualitative signals (comments, booked calls, etc.) to refine your content strategy, focus on what resonates, and scale what works.


Expert-led content + ungated distribution is working like magic for our clients right now.

Need help with this? Send me a DM ✉️

80% of B2B marketing teams I speak 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.

_____

👉 Need help building a high-performing content plan? 

Send me a DM ✉️

Here’s how we built a thought leadership program for a B2B SaaS company that became their top-performing campaign of the year:

This legal tech company wanted to develop a strong POV on the impact of AI in the legal space.

They had several subject matter experts with great insights on the topic, but lacked the time to write and promote content themselves.

That's where we stepped in.

1. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: Identified 6 subject matter experts with strong perspectives and conducted 1-hour interviews with each.
   
2. 𝗧𝗼𝗽𝗶𝗰𝘀 & 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Developed key themes and messaging angles that would resonate with their target audience.
   
3. 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀: Prepared tailored question sets to uncover engaging stories, insights, and practical examples.
   
4. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻: Produced 6 video clips and 8 LinkedIn posts from each interview.
   
5. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Published content across the personal LinkedIn profiles of the experts and the company page.
   
6. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Boosted the top-performing posts with LinkedIn Thought Leader Ads targeting key accounts.


This playbook is currently generating millions in pipeline for our clients with long sales cycles.

Why?

✅ It builds trust at scale
✅ Ungated content outperforms gated content
✅ It positions your experts as industry thought leaders (people buy from people)

_____

👉 Need help with this?

Send me a DM ✉️

There's this assumption that thought leadership always has to come from the C-suite. But after 100+ interviews, I've found the best insights come from the people actually doing the work:

💡 The engineers bringing your products to life.

💡 The customer success reps solving problems firsthand.

💡 The consultants uncovering customer challenges every day.

When companies limit thought leadership to executives, they miss the depth of expertise sitting right inside their organization.

Buyers don’t just want high-level vision. They want practical, actionable insights from the people who live the work every day. 

𝘛𝘩𝘢𝘵'𝘴 the stuff that actually resonates with your buyers.

taplio

The Battle

Arun Gopalaswami ☸️

Niels van Melick

Followers

Posts

Engagements

Likes

Performance ScoreNiels van Melick's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Arun Gopalaswami ☸️

Niels van Melick

Followers

Posts

Engagements

Likes

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

Ready to grow your LinkedIn presence?

Performance ScoreNiels van Melick's LinkedIn Performance