Belen Wagaw

Project 33

• Helping technical SaaS CEOs at early and mid-stage startups start & scale Founder-Led Marketing. 
• Working directly with them to share their expertise and stories online, aligning their thought leadership with their company’s GTM goals.

Content Director 

MarkMind

•Scaling the reputation of B2B SaaS CEOs and their C-suite.

Because growing personal brands makes business sense.

Founder & Fractional Head of Comms

Siteimprove

• Built an executive content strategy to align product narratives and humanize the brand 
• Launched Siteimprove Stories, increasing brand visibility with employees, customers & partners

Left to start an exec content and communications consultancy (MarkMind).

Chief Storyteller

• Operator and advisor to the leader of a $4B and 18000+ professional services organization.
• Spearheaded key strategic initiatives, worked with partners (GSIs, channel) and customers

Chief of Staff to President Services

SAP Customer Experience

• Led the communications strategy for +1200 employees in Customer Success.
• Advised senior leaders on crafting messaging that sustained trust across key internal & external stakeholders.

Communications Lead

Managed a team deploying customer surveys and extracting insights for SAP CX products.

NPS, customer satisfaction scores, and product feedback? I love that stuff.

Voice of the Customer Lead

• Managed content and enablement for + 4,500 SAP partners and customers
• Designed and executed 20+ webinars/year tailored for technical and functional audiences
• Synthesized feedback into actionable recommendations, relating them back to the product teams

Customer Enablement Manager 

Joined shortly after hybris’ (now called SAP Customer Experience) acquisition by SAP.

Customer Enablement Specialist 

Tessemae's All Natural

Brand Ambassador

Communications consultant for B2B Tech CEOs & their teams 💬 Stop losing money because of misaligned teams, confused employees and underwhelmed customers | Fractional Head of Comms | Storytelling fanatic

I’ve been obsessed with stories since I was a kid and spent way too many days getting emotionally invested in plot twists. I still believe the same thing today: every great company needs to know how to tell a great story. 

Now, I ask an unhealthy amount of questions to early and mid-stage technical SaaS founders to help them articulate their vision, explain what they’re building, and tell stories that resonate. 

Before: 
- Chief of Staff to $4BN professional services unit at SAP
- Led content and comms for a 1200+ org 
- Chief Storyteller for a $100M ARR PE-backed SaaS

Love: learning, flat whites, spicy food, bookstores, spin, Ethiopian jazz, tacos
Dislike: fixed mindsets, skipping breakfast, spiders, runny eggs (I tried)

Co-Founder

A personal branding agency for corporate and startup execs.
We take the legwork out of creating content on LinkedIn. 
You just need to give us 90 mins a month.

Bottom-of-funnel Content for Growth-Stage B2B SaaS | Content Strategy Vibe Marketer⚡️| Founder @ BOFU.ai

I was an in-house content strategist for over a decade. 
I got amazing results running BOFU programs in-house.
But since becoming a consultant I've been able to:

✅ Increase blog conversions from 6 to 30/mo ~ 5 months
✅ Achieve over two dozen first page rankings for teams 
✅ Take blog conversions from 5% to 30% ~ 90 days
✅ Drive 7-figures in attributable inbound pipeline
✅ Empower content teams to learn BOFU marketing 

When clients come to me they have a very specific goal:
Drive inbound leads, sales and customers from their blog 

But they're usually running into the following problems:
❌ Too much (or only) top-of-funnel content on the blog 
❌  Seeing an increase in traffic but not leads 
❌  Most of the leads are coming from paid ads vs oragnic
❌  Their content team is lean and limited on resources 
❌  Content and SEO agencies aren’t delivering
❌  In-house writers have knowledge gaps about BOFU 
❌  Not able to clearly attribute content to pipeline 

Here's how I help content teams:
- Creating a bottom-of-funnel comparison page strategy 
- Showing clear content to pipeline attribution 

If you’re a VP of Marketing or Marketing lead and you’re facing one or more of these problems: 

- Producing content there’s a lack of strategy and direction
- Not seeing attributable inbound signups from blogs
- Working with SEO agencies but not seeing inbound leads
- No or limited inbound leads coming from the blog  
- You or your team's knowledge of BOFU is limited 

I'm here to help you out. 

Let's talk!

Lashay Lewis

If you want to create content that surfaces in LLM's...
Don't start with a keyword. Use these 3 steps.

I used to create content how most writers are taught.

- Look around the company's website
- Get a sense of what they really do
- Find keywords for their audience
- Check the volume
- Start creating

But doing research this way is backwards.

Keywords are less relevant with LLM's.

Queries aren't formed the same way there...

As they are in Google.

- They are longer.
- More contextual.
- More conversational.

So where do we start now?

How do we get content to show up in LLMs?

> Persona research <

Here's how it works (3 steps).

STEP #1. Dig into the pain points

Since LLM searches are more pain driven than keyword driven...

We need to dig into what pains our persona is having.

Then we reverse engineer those pains back into a potential query they could be searching.

And you find that pain through customer research.

Supporting inputs.

STEP #2. Gather internal documents:

- ICP documents
- Sales call transcripts (GOLD)
- Closed/won data
- Analysis step

STEP #3. Query Specifics

I then take that internal info and query certain specifics I want from it like:

- Basic profile
- Responsibilities
- Pain points
- Goals and objectives
- Decision making profile

This helps me get crystal clear on:

- Who I'm talking to
- What they're struggling with
- What their day to day looks like
- Their goals

So when I'm creating content...

All of these factors are taken into account.

Content isn't written in a vacuum.

Different personas will care about different features and outcomes of your product.

This is how you make sure they're all captured.

Why does this work for LLMs?

The words and phrases they're using to describe their pain on sales calls...

Are probably similar to the ones they're searching in LLM's.

Use that info to guide your strategy.

P.S. I built a really big playbook all about how I use AI to run my bottom-of-funnel process. Everything from customer research, to how I do framework based prompting. Its the same one I teach in my live workshop. 

Link in the comments if you'd like to grab it.

Lashay  Lewis

Founder @ BOFU.ai | Bottom-of-funnel Content Systems for Growth-Stage B2B SaaS | The BOFU Queen

What if you could attend an hour long workshop.
And have a step by step process on ranking in AI search? 

Im partnering with the team at TripleDart to give you:
Creating a 3-Phase BOFU content system that ranks in AI search.

Im covering my entire productized process I've been running for my clients.

Nobody does BOFU the way I do so if you come you'll learn something new.

I haven't shown any of this outside of my paid workshop. 

Its happening tomorrow! 

Thursday, March 5, 2026 at 9:30 am EST.

Here's the link to register: https://lnkd.in/egXwJyYj

I hope you'll join us!

taplio

The Battle

Belen Wagaw

Lashay Lewis

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taplio

The Battle

Belen Wagaw

Lashay Lewis

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);}Lashay Lewis's LinkedIn Performance

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