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Brian Hastie

Are you a founder still stuck in the sales meeting spiral? Here’s one way to hop out of it:

Helping busy CEOs create all their short-form content from a monthly 1 hr interview. -​> Demandii.com + [reformed] podcaster and writer about all things tech and pop culture

Spoiler warning: Your founder-led content shouldn’t live and die JUST on LinkedIn. Here’s one way to get a ton more reach out of it:

Are you a founder/CEO that thinks virality is the key to landing new sales for your B2B biz? Here’s why you will want to think twice about that:

Bootstrapped founders: Want to save on marketing and sales costs while still making sure your messaging gets out there? Find out how you can do that now:

Founders and CEOs: Why is your LinkedIn content screaming into a void?
It’s usually because the Algorithm Gods are prioritizing your high school friends over your future customers.

Sad but true.

Luckily, getting your message in front of a Fortune 500 VP is simple, if you know where to start. 

And unlike hiring a PR firm that charges $15k a month for "brand awareness," this won't cost you your entire marketing budget.

Instead, use this dead-simple Founder-Led Distribution Flywheel to turn your profile into a high-intent sales pipe.

Here's how I advise Demandii clients to do that:

1. Curate a High-Value First Degree Network
You need to aggressively send connection requests to the specific Champions and Economic Buyers in your target accounts every single day. 

Look, if your network is full of peers (people you met at conferences/trade shows like 10 years ago) and recruiters instead of VPs of Engineering, for example, the algorithm will never show your posts to the people who sign checks. 

Tip: Personalize your invite with a non-salesy observation about their recent company news to boost your acceptance rate.

2. Deploy Surgical LinkedIn Ads for "Air Cover"
Take your best-performing organic post and put a small daily budget behind it using the LinkedIn Campaign Manager to target specific job titles and company lists. 

A move like this ensures that even if the organic algorithm misses a key stakeholder, your face still shows up in their feed with a message that resonates.

Mistake to avoid: Don't boost a post to a "broad" audience; keep your targeting tight to only the 100–200 companies in your Total Addressable Market. LinkedIn loves an audience of 50k-200k, so ideally that's 

3. Sync Your Content to the Buyer’s Journey
Write about the specific departmental friction your product solves, moving from high-level industry trends to "boots on the ground" implementation wins. 

When a Director sees you solving a problem they had in a meeting that morning, you move from "random CEO" to "trusted advisor" instantly. 

Example: If you sell security software, post about the hidden cost of a data breach on a VP’s weekend plans, not just the technical specs.

Following these steps ensures that every word you write is an investment in a specific relationship, not just a shout into the dark.

I used this exact two-step punch for a Series B founder who was frustrated that his "viral" posts weren't generating demos. 

So... He got his EA to clean his network and to include only CTOs at mid-market firms and ran $150/day in ads against his "Top 50" target account list. (You don't need an EA to do this, you can do it. yourself if you create a recurring calendar event for yourself.)

Within six weeks, he had three high-value prospects reach out saying, "I feel like I see your insights everywhere lately." 

If they can't see you, they can't buy from you. Stop posting for the public and start distributing for your prospects.

Virality could be the downfall of your founder-led content. Don’t believe me? Just watch:

Are you a founder hiring because you’re scaling? Here’s one way your external founder-led content can create great training assets:

Converting Invoices to Cash for CPG Leaders: Your AR, Our Expertise

Treasury-minded AR & cash systems operator turning complex cash flow into clarity — supporting CFOs, controllers, and founders with clean data, accurate posting, and faster collections across SaaS, CPG, and high-volume multi-bank environments.

For 13+ years I’ve lived in the details of how money actually moves — from invoice creation to cash in the bank. I’ve run A/R, collections, and cash application for brands and teams at Gem-Pack Berries, Cremo Company, Speedo USA (Pentland Brands), Kitsch, Poo Pourri Scentsible / Pourri, Sambazon, and through my own practice Collections Ninja. Today, I bring that same operator mindset into SaaS & cloud licensing at TrustedTech Team, where I sit at the intersection of treasury ops, AR, and cash systems.

What I’m known for:

Multi-bank cash control: Daily cash positioning, lockbox & remote deposit, and reconciliations across multiple banks and entities.

Clean cash application: Matching messy remittances (portals, PDFs, bulk wires, card batches) back to invoices with accuracy so your GL, AR aging, and reporting actually tie out.

ACH / wire & payment automation: Moving customers from checks to ACH/wire, tightening approval workflows, and reducing payment friction and risk.

Retail & portal fluency: Navigating big-box and distributor portals (Costco, Walmart, Target, Kroger, Amazon, Sprouts, etc.) so deductions, short pays, and chargebacks don’t quietly erode margin.

Reporting that leaders use: Building practical AR dashboards, aging views, and cash-flow summaries that help finance leaders make decisions quickly — not dig through spreadsheets.


Whether you’re a CPG brand selling into major retailers or a SaaS / recurring-revenue company dealing with high transaction volume, my focus is simple:

> turn A/R from a headache into a dependable cash engine, without adding headcount or bloated tools.



If you’re a CFO, controller, or founder who wants tighter cash, cleaner data, and fewer surprises from your receivables, feel free to connect or message me here.

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taplio

The Battle

Brian Hastie

Rafael Garcia

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);}Brian Hastie's LinkedIn Performance

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