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.

(1) Getting B2B CMOs a LinkedIn-literate team | (2) 12-week enquiry generation program *only* for consultants | +$300K in client pipeline | Message "Curious" to know more.

"Popular" content never impresses buyers.

It impresses the "LinkedIn Famous" (who don't buy from you.)

If posting worked,

And 5 of your team members just posted then everyone would be winning.

After working with leaders from multiple B2B industries, dealing with complex buyer behavior, and business problems....

It's *always* about sales psychology.

What triggers your clients?

What makes them go "We need this team on our side ASAP"

Content, profile, DMs are methods, 

The core is the trigger.

Once you figure out what makes them tick, you are golden.

You learn that with training. 

In 6 weeks business starts coming in,

In 12 weeks our partners need to outsource because they are over occupied.   

Many spend $15K for months and see no growth at all...

Which is why I want you to vet me.

Because if you want a solid business, you need a solid partner.

I would do the same.

My only condition is you evolve. I hate un-invested people.

You can see my case studies now, message me "Curious."

Ciao.

Sadiya Mulla

LinkedIn is divided into 3 types of creators. Only 1 lasts. 

Type 1: AI personalities.
• They sell tools.
• Ride the mainstream hype.
• “30 posts in 120 mins with AI” plans.

Naturally, personal branding is a commodity now.

Not a mark of expertise.
Not conversion worthy.

The game just got harder.

Type 2: Growth hackers.
• They sell quick tactics.
• “Video/carousel is king” chanters.
• Mass DMs, posts, and emails via tools that look smart.

Early stage businesses are the first to buy into this.

Then they realize their audience is students and newbie peers.  

They hop off.

This is necessary pain.
This existed before AI.

It will forever exist to serve beginners in the market.

Type 3: Boring executors.
• They build the company’s brand for enquiries from clients and investors, not fame.
• They get access to buyer rooms, keynotes, and featured media.
• They know inbound systems that are unmoved by the hype and crash cycle.

Dangerously steady.
Integrating timeless sales principles.
Adding functional AI + tactics.

Businesses seek them only after being burned by Type 1 and Type 2.

Because going big is fun.
But going deep is inglorious.

Ciao.

Sadiya M.

Hate ads, so I nailed inbound, instead · Engineering B2B enquiries for $45k–2m deals · Deploying in-house sales

I love working with 55+ founders. We use “boomer” as an insult, but these folks are THE business builders.

They've watched the industry break and regrow many times.

Heck, they made the industry what it is today.

They know when the hype is just noise.
And when serious change is coming.

So when we start working, they tell me this outright:

“I want less random posts or followers.
I want a strong circle of partners (buyers).
I want to build a legacy.”

This looks like:
Way less noise in their business.
No FOMO strategy changes.
No cringe tactics.

They don’t doubt themselves no matter who yells online.

I know they are bound to win.

DMs from prospects NEVER start with “Hey, we need help. What’s your price?”

But with 2 paras explaining:
a. What they want
b. Where they are stuck
c. A request to hop on a call. ASAP.

Every business needs reliable partners now more than ever.

But when you push for more salesy content, lead magnets, and likes

They think you are a mere creator.

Not an actual service.

While I was building their inbound system

My clients were having dinners with their prospects.

Not worried about where the next enquiry will come from.

They call less.
Play golf.
Sell high.

I will bet on a 55+ founder over an “AI, tactics, go viral” founder any day.

Hate ads, so I nailed inbound · Engineering B2B enquiries for $45k–2m deals · Deploying in-house sales

“Ideal clients never like our posts. BAD sign for inbound...?” my greentech client asked. I sighed, this myth never dies. Here’s the truth:

His buyers were fin. institution CEOs AND their close advisors (more imp. than buyers). Deal size anywhere from $200k to a million.

I asked him: “Did YOU like any of my posts before you approached me?”

Client: “No."

“Did you like them after we started our partnership?”

Client: “No.”

“Why do you think prospects would stick their neck out to like your posts then? Especially with problems that need large capital.”

Client: /still processing/

Me: “It’s like expecting mice to dance in front of a starving, feral, ginger cat.”

He got the mechanics at play. 

Buyers never like posts because they hate being seen. Being pitched.

And with tools like Clay, it’s easier than ever to call some stranger a prospect and DM them every 18 hours.

Companies that are serious about you will NOT show up with weak signals like reacting to your posts or asking stuff in the comments.

They lurk.
They judge you.
They check if you can be trusted.

Then they DM you.
On their terms.

That's inbound 101.

So if an ideal client actually likes your post,

that’s a bad sign.

They want free info.
They won’t sign with you.

Likes don’t predict sales;

The trifecta of selling signals do:
I. Profile views (repeat views >>>)
II. Silent follows
III. Companies in search appearances

LinkedIn rewards participation, NOT power. It turns inbound into speculation. Because of 1 flaw:

"Decent likes on every post means great enquiries are coming"

That's self-sabotage dressed up in a pretty smile.

The truth is, YOU care about:
 • The likes on your posts
 • Making at least 1 post go viral
 • Sharing struggles to inspire others.

Clients. Do. Not.

They admire power. 
They:
 • won't wait for you to reach top creator status.
 • won't stick their neck out to like your posts and comments.
 • won't DM until they confirm with their advisors *if* your points are even right.

They have a problem that needs to be fixed *now.*

Posts "optimized" for higher reach run right past solution-hungry companies.

Actual potential clients never relate to it.
Instead, they search for someone with "better insight" into their problems.

Someone who:
 • has 10 likes on avg.
 • bores everyone except the CEOs and VPs in pain.
 • has a profile that clients keep going back to.

He has the answers clients need.
He holds the power.

Either you become the company that clients DM.

Or your inbound remains speculative.
It's probably working.
Probably not.

Ciao.

I never pitched to lead 10-brand portfolios. But I led them -

Because of LinkedIn.

I never pitched to nail niche inbound systems.
But my clients were handed $50k deals without any "warming up" -

Because of LinkedIn.

I never pitched to be a close advisor to founders.
But I ended up designing A-Z brand positioning for sales -

Because of LinkedIn.

While I saw posts about posting not working for them

My clients accessed buyer circles, private dinners, and platforms that most rooms didn't know existed.

Without any performative reports.
Without any tools.
Without any fancy subscriptions.

Pure inbound at work.

A year off posting was pretty nice.

Ciao.

a woman wearing a cardigan and pearl drop earrings. 

4 simple ways to get serious enquiries from LinkedIn: 

1. Build your core messaging guide. 

2. Build your core messaging 
+ profile with substance.

3. Build your core messaging 
+ profile with substance 
+ content-to-sales strategy.

4. Build your core messaging 
+ profile with substance 
+ content-to-sales strategy 
+ social selling strategy. 

Don’t go for 2 or 3. 

Go for 1 – if you don’t need to convert your LinkedIn, just look good.

Go for 4 – if you want an internal acquisition playbook.

2 wastes money, energy, and time. 
3 goes halfway.

4 is right. Just right.

Ciao.

“Never thought LinkedIn was this powerful,” said my client after 5 posts and $2mn in DMs. I could hear the smile in his voice. All because I went anti-influencer;

4:30 am. I wave to my client sitting in windy Texas.

Their real estate project will launch soon —

His LinkedIn has no hint of it.
No demand from investors.
No interest from partners.

He assumed he needed:
• a PR agency
• conferences
• 10,000 cold emails
• a 132-slide deck
• a team of 12

To make it happen.

He requests me to take over his LinkedIn. Build his authority in the market.

But I know what's coming.

So I map the LinkedIn campaign at dawn. 

His partner nods to it.
I execute. We go live.

They expect “press leverage.”

The next day:

He opens his DMs.

He gets enthusiastic messages to meet up over brunch. 

Strong real estate and multi-industry partners and investors. 

He sends me a thank you. 

All DMs were:
• Long paragraphs with business details 
• What they expect to achieve
• How much capital they want to invest
• When they can meet in person

Serious. Intent. To. Partner. Up.

7 posts.
Across 4 weeks.

Outperformed the avg. 30 posts/month “strategy.”

No video.
No sob stories.
No salesy CTAs.
No lead magnets.

Just LinkedIn engineered right.

LinkedIn hints that inbound won’t happen in 3 subtle ways:

I. Buyers are not viewing your profile consistently.

II. There are no silent follows from your ICP.

III. Even 6 months later, you have 0 opps.

No invitations to podcasts, speaking engagements, private founder circles, 1-on-1 calls, investment emails, service requests from ICP, DMs –

Nothing.

What's frustrating is that the problem was visible in month 1.

And it could have been solved way back then.

By now, your company's inbound would have been crystallized.

But your team never had the vocabulary to understand it.

Misleading signals like: 
• Being consistent
• Commenting and connecting
• Building a solid circle

Hid the real problems.

When they center tactics,
They have no clue what could be wrong.

They have no power to enable sales.

What no one realizes is:
The actual solution has been in your company all along.

Tap in.

Ciao.

Don’t expect $35K prospects when you have a $200 LinkedIn.

Buyers aren’t sitting there waiting for you to finally show your worth.

They are swiping fast and choosing your competitors because they •look• better.

So while you question why they choose companies that don’t have nearly enough case studies

And shady, lousy, embarrassing execution -

You don't see that your LinkedIn looks shady, lousy, and embarrassing, too.

Even if your work speaks for itself, no buyer will DM you and wait for you to slowly reveal how great you are.

You are not in a romance novel.

Either upgrade your profile and prospects' touchpoints so they know your worth and finally DM you.

Or drop your expectations of getting great prospects. Take in cheap clients.

Ciao.

B2B cannot be sold the way influencers sell.
B2B cannot be sold the way influencers sell.
B2B cannot be sold the way influencers sell.
B2B cannot be sold the way influencers sell.
B2B cannot be sold the way influencers sell.
B2B cannot be sold the way influencers sell.
B2B cannot be sold the way influencers sell.

Stop. Making. Content. For. Fans.

Or stop expecting it to convert.

Because your team can only produce and execute.

They can’t sell the unsellable.

Ciao.

“Authenticity” is NOT a public right; it’s a privilege.
And it’s why clients don’t DM you.

Ask me why you don’t get serious enquiries on LinkedIn -

And I will ask you why you use LinkedIn as your therapy room.

Your buyers don’t care that you slept on the office floor with no pillows.
Or that you are building in public for the 167th day now. 
Or that you hit $5m 3 years ago. But felt numb.

They need you to be a partner.
They need your content to *subtly* prove your mastery. 

So they can let go once you take over.

Instead, their feed is full of “I am the most vulnerable” people.

Inbound is simple when you know your real selling points.

And they sure aren't coming out of pop psych slang and trauma speak.

You aren’t actors.
You aren’t just creators.
You aren’t enlightenment gurus.

Your business comes from clients, not followers.

Your business lives on potential clients’ opinion of you.

And on the relief they feel because you signed the contract.

Your best inbound will happen when your value is undeniable.
Not when your feelings are. 

Ciao.

CEO: “We want $50k enquiries, but the market sucks - all we get are cheap leads.” Wrong. The market doesn't discriminate; clients do. The truth;

You are not getting $50k enquiries because $2k buyers still relate to you.

Your LinkedIn is telling them they are qualified to work with you. 

Your actual clients? 
They don’t see themselves in your marketing.

“But we post regularly, have brilliant Account Executives to handle every touchpoint, and know our ICP clearly.”

That’s outbound thinking applied to inbound.

Inbound is NOT like outbound.

Posting more does NOT mean more enquiries -
When your core strategy is wrong.

SDRs and Account Execs are powerless -
If leads aren't really qualified.
(aka have no funds or urgency)

Knowing your ICP is useless -
If you can't target them right.

Anyone can copy-paste the best content, profile, and DM templates.

But when the recipe is wrong, it doesn't matter that you picked the best ingredients.

Even the best assets lose power then.

So,
Choice A: You can keep calling in cheap buyers.

Choice B: You can position yourself for solution-hungry, well-funded buyers.

Both are outcomes of your marketing and sales.

Only 1 will test your patience. 
And lead to no deals.

Ciao.

Your LinkedIn hasn’t converted because you’re selling to your ICP. There’s 1 principle you haven't figured out yet:

The clients that hire you are NOT your actual clients.

When you sell to your clients,
you are selling the solution to your pain.

A common profile headline example:
“SDRs for hyper-growing tech companies who love predictable sales.”

This is all about what you do.
It centers you, your business model, and lastly them.

When you sell to your clients’ clients, you are selling the solution to their pain.

Like:
“Sign $90k–180k deals with every 3rd prospect.”

This is what their clients will do for them with your help.

It centers their business gain,
but it only happens if they partner with you –

The ball is in your court before they ever DM you.

Ciao.

taplio

The Battle

Belen Wagaw

Sadiya Mulla

Followers

Posts

Engagements

Likes

Performance ScoreSadiya Mulla's LinkedIn Performance

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taplio

The Battle

Belen Wagaw

Sadiya Mulla

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);}Sadiya Mulla's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSadiya Mulla's LinkedIn Performance