Building Brands for B2B Tech Founders that turn into multi 6-figures in their sales pipeline

$15,400,000 in influenced pipeline for our B2B founders & CEOs.

→ The best product doesn’t always win, visible ones do.
→ Your competitors are building authority while you’re stuck in the shadows.
→ You’re missing 6-7 figures because you’re not top of mind.

We fix that.

Our branding approach turns B2B tech founders and CEOs into industry authorities - amplifying visibility, driving revenue, and shortening sales cycles.

→ Reach your ideal buyers
→ Close deals faster
→ Attract PR & podcasts
→ Find investment deals
→ Boost employer branding

The Results Speak for Themselves:

💰 $320K deal closed 70% faster through LinkedIn content.
💰 $93K in paid ads saved with a single LinkedIn post. 
💰 $1.8M in funding secured after building the founder’s brand.
💰 800+ CTOs reached in a single post, hitting their exact ICP.
💰 $3.2M in pipeline influenced in 2024 alone.

Trusted by Founders & CEOs from:
Metadata, Hootsuite, ClickFunnels, PostPilot, Mighty Networks, Zakeke, and 35+ more.

What they say: 

⭐ “Filipa helped me scale my social presence, structure my posts, and have real industry conversations.”
— Gil Allouche, CEO @ Metadata.io (Inc5000, Series B)

⭐ “Filipa helped me turn my experience running ClickFunnels into content that performs, get on relevant podcasts, and scale my brand.”
— Todd Dickerson, Co-Founder @ ClickFunnels ($100M+ SaaS)

⭐ “People finally see us again. They see my company, they see me. And that’s why suddenly people reach out to us again… which is pretty awesome!”
— Leopold, CEO @ Amsterdam Standard

Filipa Canelas

LinkedIn® content is now being indexed by ChatGPT, Perplexity, and Google AI.
 
𝗕𝗲𝗳𝗼𝗿𝗲: Content lived for 48 hours max 
𝗡𝗼𝘄: LLMs are surfacing your content months after you publish it
 
Here's why this matters:
 
→ 94% of B2B buyers use LLMs while researching vendors (6sense, 2025) 
→ LLM visitors convert 4.4x more than organic search (Semrush, 2025) 
→ Only 3% of buyers self-identify through forms... 97% research anonymously
 
So when your buyers ask ChatGPT to 'compare CRM tools for enterprise' or 'implementation timelines for healthcare tech'... your content might be the answer they see.
 
If you're known for one thing and consistently deliver insights on that topic, LLMs start associating your brand with that expertise.
 
TL;DR
 
Your buyers are forming opinions about you and your company through AI-curated content before they ever visit your website or talk to sales.
 
And your next $100k+ deal might start with an AI conversation you're not part of…
 
Swipe to learn how to make your LinkedIn® content LLM-friendly →

Building & Scaling Brands for B2B SaaS CEOs you follow on LinkedIn® that turn into 7-figures in their pipeline

Get your LinkedIn Content to show up in LLMs

LinkedIn and Edelman just exposed the "hidden buyer" problem that's been killing B2B content strategy.

Here's what the data revealed about hidden buyers:

1/ 71% agree that thought leadership is 𝗺𝗼𝗿𝗲 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝘁𝗵𝗮𝗻 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.

2/ 91% say that quality thought leadership 𝗵𝗲𝗹𝗽𝘀 𝘁𝗵𝗲𝗺 𝘂𝗻𝗰𝗼𝘃𝗲𝗿 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 𝗼𝗿 𝗻𝗲𝗲𝗱𝘀 they hadn’t recognized.

3/ 95% say quality thought leadership makes them 𝗺𝗼𝗿𝗲 𝗿𝗲𝗰𝗲𝗽𝘁𝗶𝘃𝗲 𝘁𝗼 𝗼𝘂𝘁𝗿𝗲𝗮𝗰𝗵.

This means...

Hidden buyers are actively seeking thought leadership but they are not liking your LinkedIn posts.

So if you're just optimizing for visible and measurable KPIs, you're missing a significant percentage of the pie.

Here’s the shift:

- Create content that educates silent evaluators
- Address concerns of budget approvers and compliance teams
- Build trust with the 95% who are not in the market

The loudest audience isn't always the right one 🙈

One-page CEO LinkedIn Playbook for 2026:


This approach turns your B2B SaaS CEO brand into a marketing channel that supports your entire GTM strategy... and drives pipeline.

"I'm sold… but I still need to sell this to my boss." This is where most B2B deals go to die.

Your product might be exactly what they need. But if your champion can't build internal consensus, they won't pick you.

Think about it… 

When your ideal buyer walks into a room with 5 decision-makers, what do they have to work with? 

Can they find content that proves you're credible? Does your brand presence back up what they're pitching?

79% of hidden decision-makers say they're more likely to advocate for vendors who consistently produce quality thought leadership. (Edelman-LinkedIn, 2025)

This has nothing to do with impressions, followers or even brand awareness. You’re giving your champion something to point to when their CFO asks "why this vendor?”

Let’s call it ammunition for the people selling you behind closed doors.

Is it easy to measure? 

No, not really. But your champions can tell you, just ask how they sold you internally.

Can your CEO's LinkedIn post reach 800+ CTOs in a private WhatsApp group?  

(yes, screenshot from a client)

When you create content that resonates with decision-makers, it gets shared in places you'd never reach through traditional marketing:

- Private Slack channels
- WhatsApp groups with hundreds of your ICPs
- Internal company email threads

There's very little chance you'll see this in GA4 or attribution software. It's called dark social for a reason - places where your analytics can't go, but where buyers are making decisions...

Which means the content that reaches those rooms has to earn its way there.

So the bar isn't "post content." 

The bar is content that makes your buyers think - "my team needs to see this." 

When that happens, they'll save your post, forward it and bring it to conversations where deals are influenced.

Your CEO posts about everything… then wonders why they're not getting invited to speak at events where ideal buyers hang out.

Event organizers Google potential speakers, ask ChatGPT, scroll their LinkedIn and ask peers for recommendations..

All in search for one answer: 

"Who should we book to cover this topic?” 

If the answer isn't obvious when they land on your CEO’s profile, they move on.

Check out the screenshot from a CEO we work with who got invited to speak at a major industry event. 

What made it obvious?

→ 1-2 topics. Not 10.
→ 90% of content aligned with their value prop. 
→ Insightful takes and contrarian positions.

When the organizer read the last 5 posts of this CEO, they immediately knew the topic he could speak on. 

A single keynote puts your CEO in front of hundreds or thousands of ideal buyers. Oh, and because they're on stage, the credibility is already baked in.

But you have to work on the brand first.

John Harrison ⚛

👀 LAST DAY to get 30% off Penfriend

Are you struggling to persuade people to give you their hard earned cash?

Are sales psychology and copywriting still mysteries?  

Are you facing:

1/ Low conversions that limit revenue?
2/ Poor copy that costs you sales?
3/ Messages that fail to convince your audience?

There's a logical reason for it, and it's not your fault. 

School taught you the exact opposite of what you need to succeed in business.

Here’s how school failed you:  

1/ Never taught persuasion—leaving your pitches ignored
2/ Pushed word count over clarity—bloating your copy
3/ Offered vague feedback—leaving your edits aimless
4/ Skipped editing skills—cluttering your message
5/ Framed writing as art—missing business goals
6/ Ignored writing’s purpose—rendering your words ineffective

You’re battling years of flawed training.  

Reputation, damaged.
Opportunity, hindered.
Ideas, muted.  

Everything's at risk.  

Because words are everything when it comes to sales.

They’re how we make things happen.

But if you don’t learn how to write well:  

1/ You’re relying on guesses and luck  
2/ And other people will out-write you

They’ll get your client  

They’ll make your money  
They’ll have your freedom  
They’ll land your dream job  
They’ll enjoy your pay rise  
They’ll launch your business  
They’ll become the authority  
They’ll secure your investment  
They’ll convince your customers  
They’ll persuade your prospects

They'll dictate your future by better controlling the tools of communication. Words.  

It's as simple as this...

You get cash when your reader can make decisions, because they understand, because you made it clear and compelling.

The better the copy, the more money you'll make.  

I can help you control words.

With 10,000+ hours of copywriting, I’ve delivered transformative results.  

As Penfriend’s co-founder, I delivered $41,674 in 24 hours with a 77% conversion rate.

At Wayhome, I shaped product-market fit for a startup backed by £500M, convincing customers to entrust their life savings with us. I crafted emails with 65%+ OR and 7%+ CTR.

My copy launched a pet insurance startup (Napo), driving crucial early sales and product market fit that led to a £15M+ funding round.

At Springer Nature, I led a content maturity overhaul, while also crafting in-app copy and sales funnels for a pivotal new product.

If you're not a professional copywriter but want results like these, let's chat! john@copywriting.io

Freelance Copywriter

I use my battle tested writing frameworks to help businesses launch and sell their products.

* I write high converting web copy, landing pages, sales funnels, and emails
* I help businesses work out how best to present their value proposition
* I write user focused copy

Clients include:

* napo.pet
* smarterrent.com
* red-on-line.com
* zerodown.lease
* boltenergyservices.com

taplio

The Battle

Filipa Canelas

John Harrison

Followers

Posts

Engagements

Likes

Performance ScoreFilipa Canelas's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Filipa Canelas

John Harrison

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);}Filipa Canelas's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreFilipa Canelas's LinkedIn Performance