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

I JUST spent $500 on books.

Call me crazy, but I couldn’t think of a better investment.

Some of these books were recommended by cool CEOs and marketers I adore.

Others I've already read but want to own a physical copy and re-read 
(anyone? no? ok.)

Here are (some) of the books that arrived: 

→ The Future CMO by Joeri Billast
→ Made to Stick by Chip Heath and Dan Heath
→ Audacious: How humans win in an AI marketing world by Mark Schaefer
→ How AI Changes your Customers by Mark Schaefer
→ Make it Punchy by Emma Stratton
→ Almost Timeless: 48 foundation principles of generative AI by Christopher Penn
→ The Visual Marketer by Jim MacLeod
→ Contagious by Jonah Berger
→ B2B PR that Gets Results by Michelle Garrett


Screenshot, save, fuel your own book addiction...

and buy these great books. 

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p.s. I’m the type that finds a random "free books" box in New York… and of course takes some home 😳

Building & Scaling Brands for B2B SaaS CEOs you follow on LinkedIn® that turn into millions in influenced pipeline

Your LinkedIn hook matters.

(but not for the reasons most claim). 

If your audience can’t see themselves in the first two lines, you’ve lost them.
 
In B2B, hooks work when they signal relevance + specificity + differentiation. 

Here's how to do it  👉

Unreplicable LinkedIn Hooks for B2B 

THIS IS DANGEROUS ADVICE: "Buyers need to see you at least 13 times before they reach out"

But NO buyer is thinking: 

"hey, that's the 9th time I've seen them post, only 4 more to go."

Plus, they aren't just seeing 13 touchpoints from you...
 
They're seeing 13 from you, 13 from your competitor, 13 from the 4 other vendors on their shortlist.
 
That's 78 messages... saying some version of: 

→ "We're the #1 platform for..." 
→ "Our customers see 3x improvement in..." 
→ "Here's why [category] matters in 2026"
 
You showed up 13 times and your buyer still can't tell you apart from the other 5.

The 13 touchpoints advice creates the exact problem it claims to solve.

It tells every company to post more. 
So every company posts more. 
So every buyer sees more of the same. 
So no one stands out. 
So you're told you need... more touchpoints.

Show up, but show up differently.

One post with a POV your competitors would never publish beats 13 that any of them could have.

"Only we could have said this." 
This is the goal.

“LinkedIn is just too saturated.”


At least that's what your CEO said after publishing 3 times 😬

Why do we hold content to a standard we'd never apply to any other marketing channel?

Nobody kills ads because one creative flopped… you test until something hits.

Nobody abandons outbound after 50 emails go unanswered… you adjust and keep going.

But one post underperforms and suddenly:

“Our audience isn't here.”
"This platform doesn't work for our vertical.”
“I was born ahead of my time.” 🤣

Truth is, you know very little of what's happening when you post. Your content might have been saved, forwarded in Slack, read by buyers who won't engage publicly, or indexed by ChatGPT.

So the goal is building multiple touchpoints not ‘closing a deal’. 

Most attempts won't hit or hardly move the needle. But that’s how any marketing initiative works.

Don't kill the strategy because you're not getting the dopamine you expected.

Trying to unlock resources to commit to LinkedIn? Here are the reports from LinkedIn + Edelman, 6sense, Forrester & TrustRadius to build the business case.

𝟬𝟭/ 𝗧𝗵𝗲 𝗘𝗱𝗲𝗹𝗺𝗮𝗻-𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗕𝟮𝗕 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗜𝗺𝗽𝗮𝗰𝘁 𝗥𝗲𝗽𝗼𝗿𝘁

→ 53% of decision-makers say high-quality thought leadership helps them convince C-level executives to support their choice of vendor. 

→ 73% of decision-makers say thought leadership is more effective than traditional marketing materials.


𝟬𝟮/ 𝗧𝗵𝗲 𝟲𝘀𝗲𝗻𝘀𝗲 𝗕𝟮𝗕 𝗕𝘂𝘆𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗥𝗲𝗽𝗼𝗿𝘁 𝟮𝟬𝟮𝟱

→ Buyers choose from one of the four vendors on their Day One Shortlist 95% of the time.

→ In 2025, buyers initiated 79% of engagements.


𝟬𝟯/ 𝗧𝗵𝗲 𝗙𝗼𝗿𝗿𝗲𝘀𝘁𝗲𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗧𝗿𝘂𝘀𝘁 𝗦𝘂𝗿𝘃𝗲𝘆

→ 77% of purchase influencers consider brand awareness as the key factor in whether they trust an organization.


𝟬𝟰/ 𝗕𝟮𝗕 𝗕𝘂𝘆𝗶𝗻𝗴 𝗗𝗶𝘀𝗰𝗼𝗻𝗻𝗲𝗰𝘁 𝗥𝗲𝗽𝗼𝗿𝘁 𝗯𝘆 𝗧𝗿𝘂𝘀𝘁𝗥𝗮𝗱𝗶𝘂𝘀 

→ 78% of buyers choose from brands they already know, that number jumps to 86% for enterprise buyers.

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Stack these reports together and send them to your CEO to build internal consensus for branding initiatives.

LinkedIn and Ipsos surveyed 1,500 B2B marketers. Here's what they found and what it means for your B2B marketing strategy:

93.7% agreed that trust is the most important factor in B2B brand success.

And when asked what builds that trust:

→ Brand recognition > competitive on price by 4x
→ Customer endorsements > cutting-edge innovation by 2.2x
→ Long-term relationships > flexible terms from newer entrants by 71.7%

And yet, most marketing teams are under constant pressure to report on metrics that don't fully capture what trust-building looks like. 

Because the activities that build the deepest trust - peer validation, executive credibility, category recognition, repeated exposure - are rarely the easiest ones to attribute. 

But that doesn't make them less real or less worth protecting in your budget.

This only reinforces why LinkedIn remains one of the most powerful platforms for building B2B trust. 

(yes, even with overall impressions being down). 

Every lever you have on the platform is pointing in the same direction:

→ Executive and CEO visibility 
→ Employee advocacy 
→ Targeted outreach 
→ LinkedIn ads

... Trust.

When all of those are working together under a coherent strategy, each one makes the others more effective.

Trust takes longer to build than a campaign, but it outlasts any campaign too.

Most CEO content fails for the same reason most people can't cut their own hair.


You're too close to see what's wrong.

Building your company's brand is one thing.

Building YOUR OWN brand?

That's where it gets nearly impossible to do alone 😬

It's your name, face, opinions, reputation, social circle. 

And when it's about you, it's almost impossible to see:

- Where you sound different (vs where you think you do)
- Which stories buyers care about (vs you care about)
- What's a bold take (vs what's just comfortable)
- When you're being strategic (vs when you're just posting)

Being objective about yourself is really, really hard.

Marketing teams tell me:

“Our CEO crushes it and we see the potential, but extracting and positioning our CEO’s brand requires dedicated focus that's hard to carve out when we’re running 50 other initiatives.”

So when we start working together, they shift to: 

"Working with you helps us see things we couldn't see on our own."

And that's the whole point.

When you're 100% inside - whether you're the CEO or the marketing team managing everything - it's hard to step outside the bubble.

A podcast episode is not a one-time marketing play. Here's what happens when you treat it as a content asset instead:

A client's guest episode launched at the end of 2024. We're now in February 2026 and this founder is still getting DMs from people who found and listened to the interview.

... 14+ months later.

(and if you Google the founder's name, the episode pops up)

This is the value of a content asset. 

→ It gets shared in places you can't track
→ It keeps working years after it's published
→ It earns real estate in key channels
→ It turns into LinkedIn posts, emails, blogs, and collateral for sales. 

But this doesn't happen by accident. 

We built a strategy to get this tech CEO on the right podcasts by leveraging his unique POV, experiences and proprietary data.
 
All mapped before hitting record.
 
And it led to a content flywheel: Podcast → LinkedIn → newsletter → sales enablement → stronger brand → more invitations
 
One content asset fueling the next, and the next.
 
Content assets 🫶

I JUST found the simplest way to pressure-test your B2B content with AI. 

I was reviewing a client's top-performing posts last week to find some patterns and key learnings. 

So I ran an experiment.

I took one of their strongest pieces and pasted it into Claude with a simple prompt: "rewrite this for clarity and professionalism."

What came back was… clean, smooth, harmless, 

boooorrrring.

"Hum... this just gave me an idea."

The generic version AI spat back was completely stripped of everything that made the original work.

So what if we take everything AI stripped away - the sharp phrases, specific language, opinions with edge - and build a "do not touch" list?

→ Bold claims AI made "safe" are the words carrying your positioning.
→ ICP-specific language that suddenly sounds broad is what was landing with your buyers.
→ A differentiator that now sounds like every other B2B company is what was making you, you.

Now feed that back into AI with clear instructions.

DO NOT TOUCH LIST:

→ These phrases stay exactly as they are 
→ This tone is intentional
→ These opinions are positioning, don't soften them 
→ This language targets our specific buyer, don't broaden it

And just like that, you have an AI that works with your voice instead of against it.

Super productive 30 minutes.

Here's my process to get your CEO posting on LinkedIn after helping 40+ B2B brands drive millions in pipeline: 

𝗧𝗵𝗲 𝗘𝗔𝗦𝗬 𝗣𝗔𝗥𝗧:
(often sold as the only thing you need) 

01/ Gather existing content (interviews, articles, slack notes). Find stories, POV, and experiences.

02/ Based on that initial knowledge, come up with questions.

03/ Book a 20-40 min call with the CEO to get raw material (record the call).

04/ Create 3-5 posts for LinkedIn. Use their own words, come up with a strong hook and incorporate visuals (screenshots, graphs, etc).

05/ Get the approval and post for them. 

06/ Build a content database from the CEO's insights, aka content flywheel. 

This is the “checklist”. 

But it doesn’t prepare you for the challenges you’ll likely face… 


𝗧𝗛𝗘 𝗛𝗔𝗥𝗗 𝗣𝗔𝗥𝗧:

1/ CEO wants to talk about everything. Sales, hiring, family, product, building, hobbies, books, movies. You need a strategy to get them focused. 

2/ CEO feels she/he being too repetitive. Explain them: 

→ only 10-20% of their followers read it; 
→ they don’t remember anyway; 
→ repetition builds trust; 
→ LLMs like repetition too;
→ if a topic resonates, it’s a sign you need to bring it up more often. 

3/ Sales & product alignment missing. CEOs do not know every single thing happening in the business. If you need specific insights about customers, objections, case studies, etc you need to involve mkt, sales, product.

4/ CEO gets tired of content. If the strategy isn’t delivering results or if expectations are set unrealistically high - whether due to overpromising in your pitch or comparisons to LinkedIn gurus claiming to generate 200+ leads in a day, you need to help them see the bigger picture and/or update strategy. 

5/ Many CEOs think posting content is enough - but "post and ghost" means it'll take much longer to grow. This is especially true when your CEO has a small network or little social presence.

6/ Do you have the guts to disagree and say no? If not, you're better off collaborating with someone who can challenge ideas tactfully without stepping on toes.


Here's the reality...

I've seen countless LinkedIn initiatives launch with enthusiasm, only to be phased out when "more important things" come up. (most don't even last 3 months).

But the CEOs brand is that important. 

Besides pipeline, authority, influence, awareness... i've seen it unlock MAJOR opportunities that no other channel could. 


If you have the budget, work with a partner with experience and guts to take this to the next level, DM ✌️

Ever tried picking a restaurant for a group of 8?

Everyone has opinions, nobody wants to decide. 

Someone eventually sends a link in the group chat and says “I’m booking this one” and that's where you're all going.

Same with B2B buying committees.

Gartner says the average B2B deal now involves 6-10 decision makers. They don't all sit in a room and Google vendors together. They research separately, have different opinions and some have no opinion at all until they sign the invoice.  

But you can’t build an audience addressing 6-10 roles.

(you'll end up speaking to no one).

Instead, focus on arming 1-2 champions with so much trust - in your team, approach, software, ability to deliver - that when they put your brand name forward, nobody has much to argue against. 

The kind of trust worth staking their credibility on.

Just like the friend who finally books the restaurant.

Hello! I am José Manuel Fernandes, often referred to as JMF. Let me share my journey as a sales and marketing professional from Portugal. With over 20 years of experience in the business world, I've always been fascinated by brands and the relationships they forge with people. Over time, I've come to understand that brands are like people, and sales are like relationships, which led me to specialize in marketing management and digital marketing. Currently, I work in international markets as a New Business & CRM Manager, where I apply my years of knowledge and learning from my degree in Marketing Management and postgraduate studies in Sales Management. My passion extends beyond my professional work. I believe in learning something new every day and sharing that knowledge with others, which has led me to become a trainer at Lisbon Digital School and a guest lecturer in postgraduate programs at IADE. Additionally, being a part of the LinkedIn for Creators community has allowed me to share more content and knowledge with professionals worldwide, an incredibly rewarding experience.

taplio

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Filipa Canelas

José Fernandes

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taplio

The Battle

Filipa Canelas

José Fernandes

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

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Performance ScoreFilipa Canelas's LinkedIn Performance