Lorenzo C.

CRO & Growth for DTC brands | ex-CXL

I use code and AI to build systems, automations and apps that solve problems for marketing and sales teams.

CRO, User Research and Experimentation Consultant

Quit my full-time job at Speero (previously CXL Agency) in Oct 2020. Spent 3 months reading a lot of books and relaxing. Finally started my own CRO consulting business in Jan 2021.

Jonas van de Poel 🖋️

Head of Content Marketing @ Unmuted 🔊 B2B SaaS Marketing Agency - House of Demand Podcast

Let's face it: it's 2026, and your B2B SaaS content marketing is STILL focused on the type of tactics that arose over a decade ago or don't contribute to commercial goals at all...

🔐  Gate some downloadable content with email capture forms
⚙️  Generate a bunch of useless MQLs that aren’t ready to buy
🤺  Throw these over the fence to sales
🛌  Think your content marketing work is done here

Or, even WORSE:

📚 Find a bunch of high-volume TOFU keywords in SEMRush/Ahrefs
🤖 Ask ChatGPT to write a blog post to rank for these keywords
😴 Publish something on your site that starts with "In the ever-evolving landscape"
⚰️ Top it off with a company page LinkedIn post + link to the blog
💀 Your entire team reposts that company page post to their personal profiles

This. Stuff. Is. Dead.

There's a NEW way to practice B2B SaaS content marketing. 

What does this have to do with me?

I’m Jonas 🙋🏻‍♂️

Went from literary theorist, linguist and English teacher to copywriting content marketer magician. I’m currently working as VP Content at Unmuted.

Want to find out what the modern B2B SaaS content marketing playbook will ACTUALLY look like in 2026 and beyond? 

Shoot me a DM or get in touch at jonas@unmuted.com 📧

Head of Content Marketing

Head of Content Marketing at B2B Growth Marketing agency, Unmuted. Responsible for all content marketing strategy and campaigns, both client- and agency-side. Managing Unmuted's in-house content writing as well as a network of vetted freelance content writers.

Newest giveaway signal that a LinkedIn post is AI-generated just dropped! 

It's no longer just the em dash (—). The machine's are evolving. 

The newest signal? 

Your text is soulless. It has no soul. It's dead ⚰️

VP Content @ Unmuted 🔊 B2B SaaS Marketing Agency - House of Demand Podcast

What it feels like writing your own LinkedIn posts going up against all the em-dashed AI-generated garbage on here 👇

Don't get me wrong; AI efficiency gains are a true blessing. 

But the sword, my dear LinkedIn friends, the sword, it's hella double-edged.

⚔️ ⚔️ ⚔️

There's 2 points I make in the video below: 

→ Efficiency gains =/= great marketing material

Yes, designing a good quality creative asset takes time. Yes, time is money. 

But just because you saved some time and money on generating an image where fake people with 5 fingers and 8 molars advertise your product doesn't mean it works.

It'll probably backfire...

→ Remember the humans in Wall-E? Dangerously close to becoming reality...

Efficiency gains are great. There are lots of things LLMs / AI can do that humans can't. Lots.

But! 

Are you going to let yourself become an unthinking, uncreative, unimaginative blob? 

OR 

Will you keep honing your brain by purposely avoiding the path of least resistance. Because that leads to long-term growth.

I say choose life.

(But then life with AI notetakers and full-on GTM context engines)

Here's where I think an agency like Unmuted | B2B SaaS Marketing is the biggest value add for B2B businesses:

✨ Strategic overview ✨

Extra hands to execute on your campaigns are valuable, sure. But you could probably get a freelancer to write that once-a-month newsletter for you. 

At Unmuted, we start off our proprietary marketing service for B2B SaaS businesses, The Growth Program, with the following steps:

1. Pre-collaboration intake process (async) 

We ask you to do some home work and provide us with answers to important questions in your own time *before* we get going. 

Stuff about your current customers, ICP, company manifesto, positioning, messaging, metrics like ACV, sales cycle length, blended CAC etc.

Things that might not have been broached during the sales process.

2. Kick-off session with the team

We try to bring all the consultants working on your account to the general kick-off session. 

That means your dedicated Demand Marketing Manager but also folks from the Content, Video, and Design & Development teams.

This F2F onset of the collab is pretty exciting, usually. And as VP Content, I decided we should involve the Creative Department as early as possible, so they get a feel for context and get involved strategically from the start.

By the end of this session, we've also probably identified where your GTM is stuck right now. 

We then schedule follow-up sessions based on these early insights. 

(Mind you, we're still on day 1 of the collaboration, but we know where we should be heading)

Follow-up sessions can potentially include:

→ Manifesto Workshop
→ Positioning Workshop
→ Messaging Workshop
→ Content Audit
→ SEO / AI Search Optimization Audit
→ Google Ads Audit
→ LinkedIn Ads Audit

By tackling all this strategic / hygiene work in the first few weeks, we know we won't waste any time working with a leaking foundation. 

We also find out what things can make impact now, so we can work those into our long-term plan.

3. GTM Strategy

That long-term plan comes in the form of a fully fleshed out GTM Strategy. This generally outlines your go-to-market for the next three months. 

Balancing out the low-hanging fruit with projects that will take a while to pay off. 

We work out prioritization together in this first GTM Strategy session, and immediately schedule the GTM Strategy Alignment in your calendar, three months later. 

It's a strong foundation for B2B SaaS marketing that works. 

5. Operational Rhythm

We combine 2-week sprints with a tactical 30 min. Bi-weekly Growth Meeting to check in on three things:

- Results to share
- Things we've been working 
- Things we'll do next

Aside from the above, we're also on Slack together, of course, to plan, strategize and execute, daily. 

At the end of the day, this diligent and strategic approach is something you'll rarely get from a freelancer, or most other agencies that simply "execute what you tell them to". 

Sounds interesting? 

Let's chat 😉

We've cracked the code on what the next decade of B2B marketing will entail.

Keep your eyes peeled tomorrow 👀

I'll just leave this here to set you up for a lovely weekend:

taplio

The Battle

Lorenzo C.

Jonas van de Poel 🖋️

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taplio

The Battle

Lorenzo C.

Jonas van de Poel 🖋️

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);}Jonas van de Poel 🖋️'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJonas van de Poel 🖋️'s LinkedIn Performance