Bye, inconsistent revenue. I'll help you monetize your expertise by gaining clarity on your audience, creating an offer stack that builds trust & a marketing funnel that works 24/7・Marketing Consultant・Podcast host

You've built the authority.
Now let's build the revenue and impact to match.

You've done the hard work - published books, spoken on stages, and been invited to podcasts.
You're established and trusted in your field.

But your systems aren't converting that attention into the revenue your expertise deserves.
Which means less impact than your mission could create.

The gap looks like:
 ➤ Followers and website traffic don't convert into enough leads
 ➤ Chasing clients instead of serving them
 ➤ Overwhelmed by marketing, tech, and operations

You're in the right place if any of that sounds familiar.

I help 6-figure experts systemize their businesses through three stages: Acquisition, Retention, and Operations - all built on a solid Foundation.

The proprietary F.A.R.O. method I developed over the years keeps you focused on what actually scales an expert-led business: clear strategy, predictable client acquisition, a scalable offer, and systems that work without you.

 ➤ Take the first step: Apply to work together by sending me a message. Booking into 2026.

Gabe Marusca

Matt Swain

LinkedIn for Founders & Execs

I’ve built my career as a creator, thought-leader, author and entrepreneur who helps executives and founders evolve their online presence into genuine influence. I’ve had the privilege of working with global icons such as Wim Hof, Steven Bartlett and Arthur Brooks, and collaborated directly with LinkedIn to shape the conversation around digital content, executive-led brands and how social influence can drive commercial growth.

At the start of 2024, I founded Triangle Branding, an exclusive B2B thought leadership agency built for category-leading founders and CEOs who want to turn their ideas into influence. We help them build human-led digital reputations by using their own personal voice to drive commercial impact through LinkedIn-first content, strategic storytelling and demand-generation systems. 

Over the last 18 months, we’ve helped clients raise over $100M, land deals with companies such as Sony, Nvidia and Virgin, had 100 million eyeballs on clients’ content and generate meaningful inbound opportunities by building executive-led brands that people trust.

--

We've generated 1,000,000+ views in the first 6 months with four C-Suite Execs at a 150M ARR leading B2B SaaS platform. 

We've generated 5,000,000 impressions and 40,000 engagements on a leading Harvard professor - with them becoming a LinkedIn Top Voice.

We've helped an energy leader book qualified conversations with SVP's at Walgreens, Starbucks, Mars, GSK and Lidl. 

We've helped agency owners generate organic engagement & MQLs from leaders at THG, Uber, Heineken, Estée Lauder, Samsung, Lavazza, L'Oréal, Tony's Chocolonely and more. 


www.triangle-branding.com

Founder of SOCIAL CLUB

Founder and Manager of SOCIAL CLUB - an exclusive social media community where members manage over 328 million followers. 

If you're an influencer or brand who wants to connect please get in touch. 
If you're interested in investing/sponsoring/collaborating please email on matt@mattswain.co.uk

Every marketer needs to hear this (direct intel from LinkedIn):

I sat down with Jae O., LinkedIn’s Head of Measurement & Ads, to introduce LinkedIn’s latest series - B2B Over Bevvies, sharing the latest B2B insights direct from LinkedIn! 

For the first episode, we debunked the 3 biggest myths killing your results…

Let me know what you think in the comments! 

P.S. Check out how LinkedIn’s measurement solutions can help you deliver outcomes over optics —> https://lnkd.in/measuringROI

LinkedIn for Marketing #AD

Being honest, we didn’t hit our growth goals for February. 

I hired a key growth lead at the start of 2026 – it took 4 weeks to interview & train them. They were getting ramped up – and then they suddenly quit 2 weeks in. It was a key role, and being honest, I’d overlooked some key aspects in the recruitment process. I saw what I wanted to see. We needed someone quickly and the reality was, they just weren’t a good fit. And I paid the price in the end. 

In that situation, you can do one of two things. 1) get frustrated or 2) get to work. I chose the second. And I’ve been busy searching for talent, 100s applied, interviewed 25+ people last week. And now we’ve found someone better & more aligned, who started with us this week. We’ve upgraded our onboarding process, more incentives, and more checks early on in the process. 

It set our growth back by six weeks, but we’re now in a great place as we head into March.  

And a reminder of some important lessons in the process too:

— Even when the trajectory is up, there will be weeks that test you. 

— When something unexpected happens, you just have to put the work in & take action. 

— Focus on true alignment with your team and clients – don’t try and shortcut this.

Mid-2025 life at Triangle was busy – we were scaling fast, and we needed a reliable operator to ensure we could continue growing while maintaining our exceptionally high-standard of delivery. Jonida was the first person I messaged. We spoke over several months, defining her role, planning where Triangle was heading, and in October, she joined the team as Head of Operations. 

Since Jonida's joined, so much has happened – February is on track to be a record-breaking month, our US business is growing quickly and we’re hiring for 2 Content Managers this month too! Excited to see what the rest of 2026 has in store…

Head of Operations @ Triangle | 10+ Years in Marketing & Client Delivery | Turning Strategy into High Performing Execution

I joined LinkedIn in 2016, and for almost a decade, I never posted a single thing.

Not because I had nothing to say, but because I was busy building a career the long way round - learning on the job, taking on responsibility early, delivering real work for real clients, and figuring out what kind of marketer, operator, and leader I actually wanted to become.

My journey hasn’t been linear - certainly bumpy at times, but it has made me far more resilient than I ever imagined and I’m grateful for all the opportunities and people that have come my way. 

2018 — Began a Biology degree on a scholarship, fully expecting to go into medicine. But every part-time job became a freelance client, and without realising, I was carving out a path in marketing.

2021 — Joined Great Influence, My first real taste of thought leadership and LinkedIn at scale. I worked with brilliant clients, incredible teams, and even ended up at Steven Bartlett’s dining table - where I met someone (Hint - Matt Swain) who would later become my boss, though I had no idea at the time.

2022 — Met Zoe Blaskey from the Motherkind Podcast. She was one of the most empowering people I’ve worked with, and I learnt so much from her. Together, we grew the community to 100k+, pushed the podcast to 6M downloads, launched a Sunday Times bestseller, secured major partnerships and created content that reached millions.

Also in 2022, I finally completed my Biology degree from The University of Sheffield with a 2:1. I worked up to three jobs at once, wanted to quit my degree more times than I’d admit - but made it. First in my family to graduate.

2023 — Went fully freelance. Worked with businesses across podcasting, property, FMCG, healthcare and retail. Spent three months travelling around Europe, using half my savings, and had SO much fun. 

2024 — Joined Unit Digital in Sheffield as a Senior Account Manager and Brand Strategist. Worked with clients like Curaleaf International and rediscovered how much I love brand strategy, delivery and making creative work actually happen.

2025 — Reconnected with Matt Swain, the same person I’d met years earlier around that dining table. He mentioned he was looking for a Head of Delivery at Triangle. It felt like the role my entire, unconventional journey had been preparing me for. I interviewed, joined in October, and haven’t looked back since.

The biggest lesson so far?

Showing up with kindness, being someone people enjoy working with, and doing good work even when no one’s looking always pays off. But the biggest growth comes from saying yes before you feel fully ready.

Here’s to finally posting, almost ten years later. More to come!

I still remember landing in New York for the first time – I was 18, just nine months into my corporate career. I remember sitting in the back of an oversized black Chrysler, crossing the bridge into Manhattan, seeing the skyline upclose for the first time. I spent a month there, working with a FTSE-listed financial software client that had 20 trillion dollars passing through their system every year. The city’s ambition, pace, buzz and excitement has stayed with me – I’ve wanted to go back ever since.

With demand for our work in the U.S. increasing, New York has become a core focus of our growth plans for 2026. We've just added two new clients there, including a Series B healthtech company selling $1–4m contracts into enterprise.

Because we treat our clients as long-term partnerships, we're investing in flying out every other month for coffees, meetings, and in-person shoots. It will be good to be back in New York (Feb 28 – March 4). If you're a CEO or VP of Marketing at a Series A or B company, feel free to message me and we can grab a coffee.

If I’m honest, the moments people admire most didn’t move Triangle forward. 

Visits to LinkedIn HQ, getting interviewed, flying to New York, speaking on stages, are all a lot of fun & experiences I’m grateful for. 

But it’s the 12-hour days, focused preparation, doing the boring reps over & over – that drive revenue and client results & retention. 

Being around CEOs & founders who are building serious businesses, raising huge rounds, pushing their industries forward made something very clear: none of it's accidental. My clients, even while traveling, are always non-stop at their laptops, focused on the details – doing the unsexy work.

It's the same culture that we're deliberately building at Triangle. 

We do the unscalable. Obsess over boring details, run extra rounds of edits, do manual list building and dedicate hours of research before a single post goes live.

It's not as glamorous as the LinkedIn content world might suggest. But it's what drives exceptional client results – and that’s what matters to us. 

If I could go back to my younger self, I'd say to him: the events, big picture things, exciting moments – won't create growth.

What will though – is learning to fall in love with the unglamorous work. And an obsessive focus on creating more value.

Most founders and leaders responsible for driving sales are sitting on months of LinkedIn content.

They don’t use it because they don’t see it as content.

Sales calls are where you hear:
– What buyers push back on
– What reassures them
– What convinces them to move forward with the deal

It’s the raw material your buyers already trust.

Talking with founders and sales teams, I've heard the same thing repeatedly:
Posting on LinkedIn feels like extra work. Another task on top of prospecting, closing deals, managing the team. So it stays at the bottom of the list.

That’s the problem this workshop is designed to remove.

I'm partnering with Stan & Stanley (#ad) to show you how to turn a single sales call into multiple LinkedIn posts that support pipeline – without creating anything new.

It will include a live demo showing how one call becomes five original posts in minutes.

You'll leave with a simple, repeatable system you can use immediately. 

Details and signup are in the link: https://lnkd.in/eutUAsDb

People ask me what makes Triangle different from other LinkedIn agencies.

The honest answer: it wasn't built inside marketing.

It's the result of spending years operating within three very different environments.

KPMG 
Five years working with senior leaders on finance projects for FTSE-listed and SMB clients. Started at 18 as the youngest employee on their Sponsored Degree Programme. The environment was demanding, intense at times, but it taught me what actually drives business: commercial outcomes, measurable results, and the white-glove service required when working with global-leading organizations.

Steven Bartlett's team 
Six months on his personal team showed me the other side of the equation: the power of influence and the mechanics of personal branding. I saw firsthand how articulating your thoughts in a compelling way creates opportunities & impact that traditional business development never could. 

$40M tech startup 
After that, I spent nine months as a strategic consultant for a $40M creator-tech startup. I was immersed in the creator economy, living the startup pace and testing fast. Understanding what working with busy CEOs looks like, what they care about and how they operate. 

What we built at Triangle is the overlap of those three environments.

We bring KPMG's commercial rigour – understanding that ROI matters more than vanity metrics. We apply the social media and personal branding strategies I absorbed working with Steven – knowing exactly how influence is built, scaled, and monetized. And we operate with a startup mindset – we understand the pressures CEOs face, and we move at the pace they need.

That's why Triangle doesn't just help leaders build authority on LinkedIn – we help them drive commercial outcomes. Our clients have generated over $100M worth of pipeline, landed deals with Sony, Nvidia, and Virgin, and turned LinkedIn into a legitimate growth channel.

That's what happens when you blend three worlds into one ecosystem.

–

If you’re thinking about LinkedIn through a commercial lens, happy to share what’s working. Email matt@mattswain.com or schedule a call.

Selling into complex B2B Industries requires a completely different approach on LinkedIn.

At Triangle, we typically spend 15+ hours on research before writing a single post.

Step 1: We study your customers 

We go into LinkedIn and pull up 20-30 profiles of your ideal buyers.

We analyze patterns across:
- What posts are they engaging with right now?
- What topics are they commenting on?
- What language are they using when they discuss industry challenges?
- Which thought leaders are they following?

If your buyers are CROs or Heads of Strategy inside growth-stage companies, the nuance matters. Are they focused on regulatory risk? AI adoption? Margin pressure? Procurement scrutiny?

That context determines what earns attention – and what creates instant skepticism.

Step 2: We reverse-engineer your sales process

We listen to your recent sales calls.
We review your sales decks.
We talk to your sales team.

Why? Because your strongest content already exists – it's just trapped in private internal conversations.

The objections you handle on calls, the moments where prospects lean in, the explanations that unblock deals – that's content.

We translate what already works one-to-one into one-to-many positioning.

Step 3: We map the competitive landscape

We analyze:
- What are competitors talking about?
- What are the biggest voices in your industry saying?
- Where's the white space opportunity?

Most companies create content in a vacuum. They talk about their features, their team, their milestones – without considering what's already saturating the market.

We identify the gaps where a credible, experience-led point of view can stand out.

Step 4: We anchor everything to your differentiation

After we've done all that research, we sit down for a strategic Deep Dive interview.

We ask:
- What you believe that others don't
- The trade-offs you've made
- The experiences that shaped your judgment

That differentiation is what pulls you out of comparison mode and into category leadership.

In long-sales-cycle, high-ACV deals, buyers aren't choosing based on features. They're choosing based on judgment, conviction, and evidence that you understand how they operate.

That's why we spend time listening to your podcasts, watching your talks, reviewing sales calls, and getting genuinely immersed.

The result: A commercial growth strategy that drives growth, not a content calendar.

Founders who post 10+ times per year generate 33% more leads.

LinkedIn shared this stat with me directly during a meeting with their team in LA last October.

Ten posts per year.

That’s the bar for a measurable lift in lead generation. They also shared that founders who post consistently see higher deal size and shorter sales cycles.

Yet many still use LinkedIn for company updates instead of using it to generate revenue.

Company updates don’t build pipelines. 

You need strategic content that moves someone from never having heard your name before to having the level of trust needed to sign high-value contracts.

And this content already exists. You just need a system to extract it. 

Think of the last sales call you closed. You handled the objections, built trust, proved you could deliver, and you created the moment that made them sign.

That is validated messaging — now you just paste the transcript into Stanley.

Stanley already knows your existing LinkedIn content, your voice, how you think, what you've posted about. It extracts the strongest ideas and structures them into posts built from insights that have already converted.

Because if you said it on a sales call that closed, it works. 

If you've been wanting to post more consistently and generate more leads, but don’t want to add hours to your week, this is the system that makes it happen.

Stanley turns conversations you’re already having into content that supports your pipeline.

Try Stanley free → https://lnkd.in/ecEBMT-r

#Ad

Turn sales calls into original content in minutes...

Most companies know who they want to reach to influence pipeline.

But they end up creating content for the algorithm instead.

If you care more about ROI than impressions, this one is for you...

Building Triangle in public – our actual January pipeline data: 

– 13 qualified calls 
– 31% close rate 
– 30% inbound from content 

Some insights: 

1. We’re seeing the strongest resonance from companies in AI infra, healthtech, procurement, and other complex B2B environments. These teams understand the value of external, objective support to translate their story, ideas, technical products, and internal thinking into clear, credible thought leadership that builds trust at scale. Tapping into our 4+ years of experience & expertise as well as data from 100M+ impressions on LinkedIn in 2025. 

2. Our numbers are living proof of what we sell. My content, alongside our warm outbound process, book sales conversations – it’s the same process we use for clients, so we know it works! 

3. Some of the deals in our pipeline were conversations that actually started 3 months ago. Some January conversations will close later this year. That’s expected. In complex B2B, sales is about timing, trust, and adding value. During our sales process, we focus on consulting and showcasing how we can help because we play the long game.

4. The consistent pattern we see (for us and for clients): fewer meetings, higher-quality conversations. Because of the content & brand-building efforts, calls come in excited to chat, pre-qualified and invested, knowing what we have already done for others. Our clients hear it all the time on their calls: “I’ve been following your posts and really resonate – excited to chat today.”

We’re experimenting with sharing more of the commercial side of how Triangle operates. So if there’s a specific metric or pattern you’d like us to unpack next, comment below/let me know!

630,000 impressions in the first month.

That's what we generated for a Harvard professor who came to us with no LinkedIn presence and a book launching in March with Penguin.

Here's exactly how we structured the work across three deliberate phases.

Phase 1: Authority building (foundation)

In the first month alone we generated 630,000 impressions.

Her posts quickly started attracting long, thoughtful comments from senior executives at large organizations – Chief People Officers, Heads of HR, L&D Directors, and Org Development leaders.

By now we're well over 1 million impressions total. That rapid visibility positioned her as the go-to voice in her domain and created the trust layer senior buyers need before they even consider a conversation.

Phase 2: Strategic integration (connective tissue)

Most agencies would stop at impressions. That’s where the real work started. 

We’re now coordinating across Harvard Kennedy School, Penguin Publishing, and her PR agency to align every moving part of the launch. 

Content, messaging, and partnerships are being stitched together into a full launch strategy. This includes planning a LinkedIn webinar, developing launch assets, and ensuring targeted visibility to influential leaders who can amplify her reach. The professor trusts us to lead this because we think beyond posts – we think in systems, partners, and decision timelines so the March launch hits maximum impact. 

We’ve since expanded the scope to include newsletter & email list content. 

Phase 3: Revenue activation (where real ROI lives)

The end goal was never “visibility.” Every action we take serves a business objective. 

As the content compounds, we’re actively tracking engagement from heads of people, heads of learning & development, and other senior decision-makers at major companies. We're building the pipeline for $30,000 workshop facilitations and keynote speaking gigs.

Post-launch, we'll leverage the book success and her strengthened public profile to convert that engagement into booked conversations. 

This is the difference between content creation and a LinkedIn ecosystem.

Last month, we signed a new Series B healthtech client.

The conversation started in September, then went completely quiet.

Which, at this level, usually doesn't mean "no" – it just means "not right now". 

They're a Series B healthtech company that raised a significant round, and are selling into enterprise with $1–4m ACVs.

We re-engaged in early January, sharing about our LinkedIn Ecosystem approach that turns LinkedIn into a true growth channel. And shared some of our recent case studies. 

That immediately reopened the door. 

The initial conversations were with their VP of Marketing. A big priority for them was thought leadership – not as content for content's sake, but as a way to build trust in a long, high-stakes buying journey. To build authority, differentiate, showcase their solution, build touch-points and reduce sales cycle length. From there, I was introduced to the CEO.

The call didn't feel like a sales call at all. 

We spent most of it talking about his background – starting at Goldman Sachs, then moving into entrepreneurship. I shared a bit of my own path from KPMG, to sharing content online, which evolved into building Triangle. 

What became clear very quickly is something we see repeatedly in complex B2B: 

Your story, journey & mission are your strategy.

This is a company operating in a heavily regulated environment, dealing with things like fraud detection, clinical assessments, and AI-driven healthcare infrastructure. They're only aiming to sign three to five deals a year. Their average sales cycle is around 12 months. 

Nobody signs a seven-figure contract based purely on features.

Their buyers care about risk reduction, credibility, intent, and whether they can trust the people behind the company. So the work here is to build trust and reduce perceived risk by opening up the aperture on why the company exists, sharing why healthcare matters to the leadership team, and how products are shaped from real conversations with customers. 

On the final decision call, the VP of Marketing told me:

"Our CEO loved that conversation with you. He learned a lot and really valued your approach."

For us, this is the long game. We're very comfortable investing time upfront, walking founders and exec teams through how we think about brand, content, and trust –  because the execution we deliver is genuinely hard to replicate.

Last week, we ran a launch for a client that reminded us of something simple: senior buyers assess leadership before they assess product. 

Their company's page update reached 853 people, with 10 reactions and 5 reposts.

Not that impactful. 

But across the 4 leaders (COO, CPO, CRO, CMO) we work with to build their authentic content on their personal pages, the reach and engagement looked like this:

→ 88,305 total impressions
→ 1,040 total reactions
→ 59 comments
→ 47 reposts
→ 47 saves
→ 126 sends

100x the the reach & engagement. 

While data proves time-after-time that reach is significantly higher coming from leadership, it's not the only upside. 

When brands post from company pages, people see this as promotion. But when executives speak consistently, it signals internal alignment and conviction that reduces perceived risk for buying committees evaluating long-term partners. Meaning greater trust, market authority and in turn impactful commercial outcomes. 

- - -
If you want to turn your Execs into thought leaders to build visibility, trust, authority & MQLs – happy to share our learnings.

The content you need to generate a million dollars for an eight-figure budget holder is structurally different to the content most agencies provide.

Here is what I mean.

Right now, the entire marketing conversation is dominated by: Should we use AI? Should it be story-based? What format cuts through? What tool wins?

These questions completely miss the point.

The actual question is: what is the outcome you are trying to achieve – and does your content move you closer or further away from it?

When your end outcome is a seven-figure deal with five decision makers across a complex buying committee, the strategy looks nothing like a typical content playbook.

The focus shifts to progression:

1) How do you move a buyer from awareness, to recognition, to credibility, to commercial trust?

2) How do you build a deliberate sequence of touchpoints that supports long evaluation cycles and high-stakes decisions?

The real value of a content partner at this level is not creative execution, but the ability to design a journey that moves a defined buyer through stages of conviction – from cold, to curious, to confident enough to commit.

AI or human? Funny or serious? Story-led or data-led? These are tactical choices.

At Triangle, we are not interested in debating tactics. 

We are interested in whether the content works for your commercial goals.

taplio

The Battle

Gabe Marusca

Matt Swain

Followers

Posts

Engagements

Likes

Performance ScoreMatt Swain's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Gabe Marusca

Matt Swain

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);}Matt Swain's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMatt Swain's LinkedIn Performance