LinkedIn Content & Social Selling for B2B businesses.

In the past 15 years, I’ve built and scaled multiple 7 figure businesses.

I’ve run GTM agencies, built SaaS products, and led teams driving real growth.  

But the biggest shift I’ve seen?  

B2B buyers don’t respond to cold outreach like they used to.

The best B2B companies are winning with content-first, relationship-driven growth.  
Because buyers want to trust the person behind the business before they buy.

- They see a founder sharing expertise on LinkedIn.  
- They engage with content that speaks directly to their challenges.  
- And when they’re ready, they reach out—because they already know who can solve their problem.

That’s how B2B buying works today.

But here’s the problem:  
Most founders either don’t have the time or don’t know how to consistently create content that drives leads.

So they outsource to ghostwriters who chase impressions instead of business outcomes.

That doesn’t work.

Positioning yourself as a thought leader requires more than posting daily.
It’s about building authority through a clear strategy, consistently showing up with expertise, and using social selling to turn engagement into conversations.

That’s why I launched Content Path with my co-founder Pierre.

We help B2B founders turn LinkedIn into a revenue engine—with a system that works:

- We build your content strategy.  
- We create high-quality visual content that cuts through the noise.
- We identify the ICP-fit people engaging with your posts.
- We help you turn those warm leads into business conversations.

This is how LinkedIn content drives revenue.

If you’re ready to own your audience, build trust, and generate leads—let’s talk.

DM me or visit www.contentpath.co.

Mikey H.

This is the winning B2B Marketing playbook for 2026.

Let me break it down for you with 5 pillars:

1. Create content for passive buyers

Some businesses are not ready to buy (for various reasons) and don't want to be in your linear sales sequence. The best scenario is to build top of mind awareness for these types of buyers through content marketing.

- Develop clear content pillars
- Publish consistently across time
- Vary formats and channels

2. Build a solid intent signals gathering system

For long we thought attribution was the key, but with the new B2B marketing playbook, intent signals are more important. You need to constantly identify a list of prospects that have higher intent than average.

- Track content engagement across channels
- Score prospects based on signals and frequency
- Centralize signals in one CRM or system

3. Use ads to amplify what already works

Ads will not create demand out of the blue but it will expand your reach and reinforce awareness with repetition. 

- Promote top-performing content
- Retarget engaged and high-intent audiences
- Focus on repetition, not aggressive messages

4. Get ready to capture demand from active buyers

When they're ready, businesses want a fast response across channels. If you take 48 hours to reply to an inquiry, you'll lose (especially in red ocean markets). Build an efficient inbound sales system to capture and manage demand.

- Optimized social media profiles
- Dynamic forms to segment leads
- Soft captures like webinars or guides

5. Run warm outreach for potentially active buyers

Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out. Acknowledge this reality and contact them directly.

- Build a social selling routine
- Create warm email sequences
- ABM for larger accounts

And AI is an enabler across the playbook.

***

We are looking to help 3 more B2B businesses to install and run this playbook in Q1 2026, tell me if you're interested.

The same LinkedIn post can get 100 views or 100,000 views. The only difference? 

Content performance isn’t just about what you say, it’s about how you present it.

Different formats resonate with audiences differently.

For example:
→ Want engagement? 
Try carousels or polls, they invite interaction.

→ Sharable insights? 
Use infographics or short videos, they’re easier to consume quickly.

→ Building authority? 
Long-form posts, with deep expertise works well.

But here’s where most people go wrong:
They stick with ONE format for everything.

Result?
Content that feels off.
Messages that don’t land.
Audiences that scroll right past.

Instead, think about alignment:
Your format should match your message AND your audience’s preferences.

This is how you turn “meh” posts…into magnetic ones.

Need help?
I put together the top 7 content formats to make this easier.

Ps: What’s your favorite format for consuming content?

Mikey Howe

Most founders think posting daily is enough. 
But daily posts without strategy are a waste of time.

I’ve been there. 
Posting consistently, chasing likes, hoping something would stick.

But here’s what I learned working with over 100 clients: 
Random posting doesn’t drive leads. 
Strategy does.

→ Without strategy, your content feels scattered.
→ Without strategy, your audience doesn’t know who you are or what you stand for.
→ Without strategy, you’re wasting time on posts that won’t move your business forward.

Instead, build a high impact content strategy:

→ To build authority
Your audience needs confidence that you’re an expert.
Strategic content positions you as someone who understands their challenges AND knows how they can solve them.

→ To create engagement, not just impressions
Chasing likes is easy, but creating posts that spark meaningful conversations? 
That’s where trust (and leads) are built.

→ To target your ideal customers
It’s not about reaching everyone. It's about reaching your people, your ICP. 
With strategy, you can attract and engage with buyers who are already searching for your solution.

→ To save time and resources
Posting daily without direction burns through time and energy. 
But with clarity on what works, you can focus on creating fewer, higher-quality posts that actually drive results.

→ To turn content → conversations → revenue
Great content doesn’t just sit there. 
With strategy, you can connect with engagers, start conversations, and create opportunities for growth.

Modern B2Bs win with content-first, relationship-driven growth.

Are you still posting without strategy? 
DM me and let’s talk about how you can change that.

Helping sales teams convert prospects into champions and close more deals

Hi! My name is Danny Chu.

I'm a husband and dad.

I'm the cofounder of xo.capital, we buy and operate SaaS companies. Currently operating OnSched and Journey.io.

I'm also the VP Growth at RevBoss. We help founder-led businesses create a marketing engine that builds an audience and grows their business.

I love building businesses. 
I love solving problems. 
I love music.
I love golf. 

"Great founders maintain Zero Optionality. Not because they are crazy risk takers.  But because they just don’t see the huge risk.  They have no back-up plans.  They see The Future." --from a SaaStr article

Let's keep it going!

Danny Chu

I worked harder in 2025 than ever before and failed more than I won.

Not because I didn't put in the effort.

Because I put effort without consistency.

One of the funny ways I saw this play out:

I got 100-150 end-of-year deal emails from tools I tested or trialed.

Each one was something I was excited about at the time.

Each one represented a project or task I started but didn't follow through on consistently.

Here's my reflection on 2025:

Effort without consistency doesn't compound.

I can work 80-hour weeks and still lose ground if I'm not showing up to the same things repeatedly.

Consistency beats intensity every time.

So here's my 2026 focus:

Creating consistency of effort.

Not working harder. Not doing more.

Just showing up to the right things, repeatedly, without the gaps.

(btw - I feel like in the age of AI,  "effort" is hard to distinguish because every can happen so much "easier", but I do think consistency/discipline still has a human requirement)

I'm currently sitting in my bed with frozen corn on my crotch, recovering from a vasectomy, thinking through how I'm going to be more consistent, so more to come...

But what about you?

What's one thing you want to show up for consistently in 2026?

ps - my boys missed almost two months of gym and jujitsu at the end of 2025. Holidays, travel, illness. Two months off means relearning what they already knew. Turns out the same pattern holds true for me too.

pps - I was going to post a picture of the frozen corn, but I didn't want to go viral for something like that...

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Product Management Certificate

Cross-cultural Psychology

International Marketing

International Summer Campus Program, an intensive two-month interdisciplinary study, incorporating: Introduction to Marketing, International Marketing, Cross-Cultural Psychology, Social Inequality, Performing Arts in Korea, and Introduction to East Asian Studies

CEO at Journey.io // VP Growth at RevBoss // Co-founder at xo.capital

I've bought and sold 3 Y-Combinator companies in 5 years. 2 we flipped for 2x+ in under 18 months. But I'm still figuring out the 3rd one. Here's why:

For the two we efficiently "flipped", we knew exactly who we were talking to.

The messaging felt clear because the pain was specific.

With Journey, I've been struggling.

We're getting 350 free trial signups per month. But they're the wrong audience, so I'm 1000% saying the wrong things.

I'm solving the same problem for completely different people.

And that makes finding your voice difficult when you don't know who you're speaking to.

I spent an hour with copywriter (shoutout to Justin Blackman) in December learning brand voice.

Here's what we explored:

#1 - Show, don't tell 

Justin watched my product demo and said, "That's what hooked me. Reading about it, I had no idea what you do."

I think he's right. I spent all of December building a website that shows the value (i think haha).

Takeaway: Your demo video might be more important than your headline. Record yourself explaining your product to a friend. Note when their eyes light up. That might be your hook, not the features you think matter.

#2 - Find the hidden motivator 

We kept circling back to "convenience and making someone's life 1% easier," Not features. Not ROI.

The real driver: "It makes you look like you actually care about the human on the other side."

Takeaway: Ask your best customers why they really chose you. The answer is rarely what you think. It's usually emotional, not rational.

#3 - Simplify your language 

We tested: "A simple page for sharing assets"

Not: "A microsite for collaborative content management"

This is still a WIP. I'm verbose by nature... so this is really something I'm working on.

Takeaway: Simple always wins. AI is really helpful with this, to be honest.

#4 - Position against the familiar 

"The Google Drive alternative that actually looks good"

"For when you're ready to graduate from attachments"

Don't explain what you are. Explain what you replace.

This one is also still a WIP because there is a reason why something is "familiar"... and I know how hard it is to displace familiarity.

Takeaway: People understand new things through comparison. What existing solution are you better than? Start there.

What I'm testing now:

> a website that does a lot more "show" vs. "tell."

> simple language...

> talking to all different types of people that use Journey to find where I could potentially land 

Definitely learning. 

What's your biggest messaging challenge right now?

ps - feel free to send me a message if you have feedback or drop it in the comments.

Journey

Before the EOY, I brought on Gab Bujold 💀, a product marketer, because Journey had 100s of weekly signups but an embarrassing free-to-paid conversion rate.

The initial data told a strange story:

84% direct traffic
85% new users
8-second average session
400+ signups monthly
Abysmal conversion rate

I thought we had an optimization problem.

We didn't.

High traffic + low conversion doesn't mean optimize harder.

It means you're attracting the wrong people.

We stopped trying to convert everyone and started to test use case-based positioning focused on teams that need to package complex documentation and resources into trackable, personalized presentations for their buyers.

The shift:

80% higher response rate
56% of qualified prospects explicitly seeking better ways to communicate complex value
Homepage outbound clicks jumped from 0.08% to 8.52%

Same traffic volume. Different message.

I had it backwards:

More traffic = more opportunity (nope)
Optimization = conversion (nope)
Horizontal positioning = broader appeal (nope)

You can't optimize your way out of unclear positioning.

Optimization only works when you know which direction to go.

Start-ups don't die from lack of traffic.

They die from scaling the wrong problem.

What actually works:

1. Test one use case at a time

Pick your ideal customer profile and build messaging around their specific workflow.

For us: Instead of focusing on more homepage copy testing, we are actually creating microsites (using Journey) to create use-case-based outbound campaigns.

2. Let unqualified prospects leave

Add clearer pricing tiers and feature limitations upfront.

Better to lose 100 wrong-fit signups than waste cycles on support tickets from people who'll never convert.

3. Run weekly message tests

Don't wait for perfect positioning.

Small tests compound fast.

The work is about building clarity.

BONUS: Once you've identified the right problem to solve, get the right help (ie. smarter humans than yourself to assist you on your journey).

If you're like me, after a delicious meal, the BEST feeling is when your friend or family member tells you that you have a big piece of lettuce stuck in your teeth.

There is always that initial jolt of embarrassment, annoyance, and frustration, but ultimately, I'm thankful that someone has my back.

What's a growth problem that you were stuck solving unsuccessfully? And if you were one of the lucky ones, how did you discover the solution?

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The Battle

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Danny Chu

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The Battle

Mikey H.

Danny Chu

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);}Mikey H.'s LinkedIn Performance

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