Wes Bush

Product-led coach helping founders scale from 6 to 8-figures in product-led revenue. Author of the bestselling book, Product-Led Growth.

Over the last 8 years, I’ve worked hands-on with 400+ SaaS companies, helping them unlock $1B+ in self-serve revenue through Product-Led Growth (PLG).

Yet, right now, the failure rate for product-led companies is still far too high.

I’m on a mission to change that because I believe the world needs more product-led companies where you can try before you buy. 

This approach builds trust faster than any sales pitch ever could—after all, 97% of buyers prefer it. But, let’s be real, PLG isn’t easy.

That’s why I’m here to help in three ways:

➡️ Is PLG is right for you?

I wrote the bestselling book, Product-Led Growth: How to Build a Product That Sells Itself, to help you determine if PLG is the right strategy for your business. 

You can read it for free at ProductLed.com/Book—my treat!

➡️ What’s the best approach to scale up PLG?

After two years of research and working with hundreds of companies, I discovered the 9 essential elements that separate PLG success stories from the rest. 

I break it all down in The Product-Led Playbook.

You can grab a copy at ProductLed.com/Playbook, or watch my free masterclass to see the entire process in action: ProductLed.com/Masterclass

➡️ Ready to scale up?

If you’re ready to scale and need hands-on help, our ProductLed Implementers are here. They aren't consultants—they are experienced PLG operators who want to roll up their sleeves and work alongside your team to help you address your biggest growth bottleneck, whether that's getting more users to sign up, upgrade, or get to value.

Since we only work with a handful of clients at a time and guarantee growth, you must apply to work with us at ProductLed.com

Let’s turn your product into a growth engine and scale your business the product-led way. 🚀

CEO & Founder

We help you build a successful product-led business.

Start with our free ProductLed Masterclass 👉 productled.com

There’s ZERO chance companies like Cursor, Lovable or any AI-native SaaS can scale at this lightning pace without PLG.

You can’t scale with AI alone. 

You need a strong product-led motion to power it.

Without a self-serve product experience and rapid time-to-value, these companies wouldn't be able to hit the growth rates we're seeing.

To put it simply,

AI is the rocket. PLG is the fuel.

Let’s look at the numbers…

Both Cursor and Lovable hit $100M ARR in under a year with explosive, largely through self-serve growth.

Could any sales-led SaaS company scale to $100M in under a year? Even with an elite outbound team?

No chance.

This kind of growth isn't possible without a product users can adopt immediately, a frictionless self-serve experience, and organic expansion loops.

AI removes friction from the product experience through faster workflows, better outputs, more intuitive interfaces. But PLG removes friction from everything else: onboarding, adoption, expansion, and monetization.

You need both.

AI-native companies that build without a PLG motion will hit the same growth ceiling that every other sales-led SaaS has hit. They'll need more reps, longer sales cycles, and heavier implementation.

All the old problems that PLG was designed to solve.

AI creates the capability.

PLG creates the velocity.

#1 PLG Partner | We Scale (and Sometimes Buy) SaaS Businesses | $1B+ Self-Serve Revenue Generated For Our Clients

If you’re a B2B SaaS debating which user recording tool to use, just go for Microsoft Clarity.

It does everything Hotjar does, but better - and it's completely free.

That sounds too good to be true, but after working with hundreds of SaaS companies, we recommend Clarity to every client at ProductLed.

Here's why…

Hotjar bogs down your website. It's clunky, it's expensive, and honestly, there's no good reason to use it anymore.

Clarity isn't just a basic free alternative.

There's real depth under the hood. You can feed it events, send user information, and run sophisticated analysis. It's a genuinely powerful tool that happens to cost nothing.

Companies default to tools they think are "industry standard" without questioning whether those tools actually work.

When you're trying to reduce friction in your self-serve funnel, the last thing you need is an analytics tool that slows everything down.

Note: This is not a paid promotion. Simply a tool we’ve been (and our clients too) loving.

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Talks about #productledgrowth and #productled

#1 PLG Partner | Scale Your Revenue, Not Your Headcount | $1B+ Self-Serve Revenue Generated For Our Clients

⚡️Freelance UX Designer voor SaaS oplossingen // Founder van The best UX

I went from unpredictable income to 100% inbound in under 3 months.

(All through LinkedIn)

In 2023 I started as an UX consultant in B2B SaaS.

As with many consultants, that looked like this:

1. Chasing new clients for 2 months
2. Handling fulfillment for 3 months
3. After fulfillment: crickets

And the whole cycle would repeat itself again.

Can’t tell you how much I hated the stress.

I was thinking about work 24/7 and became a big ol’ grumpy husband/dad, which frustrated me even more.

"What if I'd go back to my old job?"

Hell effin' no.

So I changed how I operated:

I became a PLG specialist vs. a B2B generalist.
I started solving 1 problem vs. many problems.
I started sharing content around #1 and #2.

In less than 3 months, I had:

- 4X’d my revenue
- Built a 100% inbound business
- Doubled my followers on LinkedIn

I worked with clients like ProductLed, Matterhorn, and Passguard.

Instead of chasing clients, I attracted them with my content.

Then inquiries changed:

“I really love your content, is this something we can do together?
"I want to get more clients from LinkedIn.”

Then I realized:

- Most SaaS consultants have the skill
- They have the track record
- They have the results

But ideal customers have NO clue they exist.

And LinkedIn isn't working for them (yet).

That's when I created the B2B Content Roadmap:

1. 3 months of co-creating content
2. Access to my DM Conversion System
3. Visual assets that make your offer a no-brainer

I'm opening 3x spots (1-on-1) for consultants who want to plug into my systems, co-create high-converting content, and get access to my full content library (including infographics and carousels).

Designed to attract buyers AND followers.

No course or theory-only. We create and win together.

If that sounds interesting, DM me “B2B” and I’ll send you a short doc with the details (no commitments at this stage).

🟡 Roelof Otten

Today I'm roasting profiles for free

Yep, LinkedIn is gonna burn

---- UPDATE ----

My Inbox + Comments are exploding.
So here's the deal.

I'm going to do 100 in total. 

20 spots left, so going to cherry-pick from the list.

If I select you, I'll send you a message.

Don't worry.

If you didn't make this ROAST. 

Going to this thing again next month.

---- UPDATE ----

I see so many LinkedIn profiles making these mistakes

- Vague tagline
- Crappy banners
- No profile picture (No joke, have seen this many times)

I'm done with that.

So I'm feeling generous today, so let's do a speed roast

Here's how it goes

You:
Drop 'ROAST' in the comments

Me:
Roast your profile, and deliver a 2-minute screen record in your DM with 3 quick wins.

Think of:

→ Change your tagline to this
→ Make your banner more this
→ Rewrite your info section like this

Easy as that.

Ready?

Go ↓

Roelof Otten 

Helping SaaS consultants get clients through LinkedIn

"My ICP never interacts with my posts."

I hear this all the time.

Last week, a client told me this:

"I got a DM from my ICP. Saying he follows all my content and loves it. I've never seen him in the likes or comments though"

If you're long enough on LinkedIn, you know this works.

Peers → Interacts
ICPs → Lurk.

They do see your content, but 99% of the time, they don't interact.

They just:

- Take notes
- Save your post
- Share it with colleagues

A client even told me he printed out one of my infographics and hung it in the office. (No joke)

But the only time your ICP is going to react is when they are in buying mode. 

When that moment comes, they either:

→ Send you a DM
→ Call you

Nothing in between. 

I've closed multiple 25K+ deals without ever seeing my client show up in my posts.

So don't be discouraged.

Your ICP is watching.

---

Hi 👋🏻, I'm Roelof. I help B2B SaaS Consultants get steady inbound leads through LinkedIn content. 

Follow or connect to see my content 5x p/w in your feed.

Helping B2B SaaS consultants get clients through LinkedIn.

LinkedIn ≠ 'just posting'

It's this ↓

Many clients tell me this:
 
“I posted for a few weeks. I stopped because I got no leads.”
 
They think posting is the whole thing.
 
But here's the truth:
 
LinkedIn isn't just posting.
 
It's...

- Interacting with your audience
- Analyzing your content
- Replying to comments
- Replying to DMs
- Telling stories.

And so much more.
 
In my 1:1 coaching, I tell clients this:
 
If you only post...
You're not building a lead system.
You're just keeping yourself busy.
 
Posting is just one part of the flywheel.
 
It's a system.

Great systems don't just keep you busy.

They generate leads.

That's when things start to grow.

Ps. I’ve opened 3 spots (7 calls booked, 1 confirmed to work with me) for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

I spent around 3 hours on LinkedIn.

Here's how I segment it.

I've been using LinkedIn actively for around 3 years now.

Since then, a lot has changed.

I started with:

300 followers
No niche to target
Zero inbound leads

Most of the time, I was just scrolling through the feed for 2+ hours a day.

Liking some post, and sending a connect request with no personal message.

Guess what
Nothing happened.

Only losing motivation.

I saw all those other creators doing amazing on likes and comments, plus getting leads from that.

"I wanted that too."

But let's be real. 

This didn't just happen overnight.

I needed to improve: 

- my writing
- my visuals
- my time spent

Over time.. 

I learned the skills and understand that it's more than just creating content, and like other posts.

When that clicked, things moved fast.

My posts got more

- views
- comments
- Actual leads

Not just because I learned the skills. (which you should) 

But also because I started spending my time better on LinkedIn.

Here's how I do it:

1. Commenting
I spent most of my time commenting on my own posts, posts of peers, or posts of my ICP.

2. Chatting in de DMs
Not everything has to be inbound. When I see someone visiting my profile, I connect and start a conversation. Sometimes it turns into a call, sometimes it's just casual talk. All good. 

3. Researching new topics
LinkedIn is a gold mine when it comes to topics. So I spend some time searching for things people are talking about, and if it's interesting for my ICP.

4. Creating content.
This is the smallest part of my daily routine. It took me around 4 hours to create a post. Now I do it within 30 - 45 minutes. Practice makes perfect

LinkedIn is more than just posting and creating content.

Most of the time, you're interacting.

Ps. Need help with LinkedIn?

Here's the thing that I offer right now:

→ 3 months of co-creating content.
→ Access to my DM Conversion System.
→ Visual assets that make your offer a no-brainer.

I'm opening 3x spots (1-on-1) for consultants who want to plug into my systems.

If that sounds interesting, DM me “B2B” and I’ll send you a short doc with the details (no commitments at this stage).

I post 5x a week on LinkedIn. 

Yesterday I skipped.

Not because I was tired. 
Not because I had nothing to say.

But because I gave a UX masterclass (yep, still a designer at heart). 

And if I can’t engage, I don’t post.

Here’s the part most SaaS service providers get wrong:

Content doesn’t generate leads. 
Conversations do.

So if you post and ghost?

You’re not just missing comments. 

You’re missing warm intent, the easiest pipeline you’ll ever get.

Recently I watched a masterclass from Chris Do and Jasmin Alić .

Jasmin shared something that perfectly mirrors what I see with clients:

He posts at 12.30 European time.

If he posts, he’s there for a full hour. 
If he can’t be online? 
He doesn’t post. 

Simple.

Why? 

Because the opportunity window closes fast.

And when you skip that window:

- Your pipeline slows.
- Your warm leads go cold. 
- The algorithm quietly buries the post.

As Jasmin said:

“LinkedIn doesn’t run me. I run it.”

Damn. He’s right.

The world doesn’t stop turning if you skip a day. 

Heck. I guess nobody even noticed I've skipped a day.

So instead of obsessing over:
- Perfect posting times
- 5 posts a week
- Never skipping

Focus on this:

Don’t post unless you’re available to talk. 

That’s where the leads are.

Do you skip posting if you can’t be online?

Yesterday's post went viral.

Here's how I did it ↓

Before we start, let's look at the stats:

- 38.031 Impressions (and counting)
- 350 unique comments
- 3 new leads
- 50+ DMs
- 58 saves
- 288 likes

The post went viral within 2hrs

Making me even need to cap the amount of roast, because I couldn't keep up.

But it wasn't just the free offer that did it.

It was the way my post was set up.

Let's break it down: 
1. Offer
I say right away that I give something for free. It is a profile check. My audience knows a good profile matters.

2. Fun/gamification
I tried to make it fun with lines like “LinkedIn is going to burn.” I also tried to make it feel like a game by saying “Ready? Go.” These lines work like small breaks in the text.

3. Motivation
I tell why I do this a few times in the post. This helps people see my reason. It also speaks to the people I want to reach. They know their profile is not good, so it hits right away.

4. Pain
In the post, I share some pain points. At this part I give real examples. I could have made them even clearer, but I wanted the post to stay short.

5. Rules
Now I tell the rules. I keep it simple. No likes. No follows. Just type ROAST in the comments, and you are in. But guess what happened? People started to follow, like, and connect anyway.

6. Bonus
I do not use many photos of myself. So when I do use one, it feels different from my normal posts. That makes it stand out.

In the comments, I'd also mentioned that a DM is fine to. 

This is for people who do not want to show themselves in the comments.

Now you see.

A post like this isn't just luck.

It's a strategy.

Ps. 

Tomorrow I'm launching my weekly newsletter, and the thing I'm tackling in the first edition? 

How to create a perfect profile.

Don't miss it, sign up here: https://lnkd.in/dFpaNJcw

Want steady inbound leads?

Take my Flywheel ↓

Many of my clients have the same problem:

They want consistent inbound leads.

They've tried it all:

- Post 3-5 times a week
- Change their message again and again
- Send random DMs to people they don’t know

But the result stays the same:

Spending hours on LinkedIn with zero ROI

It's not them. It's their system.

(Or the lack of it)

So use mine.

In less than 3 months, I had:

→ 4X’d my revenue 
→ Built a 100% inbound business 
→ Doubled my followers on LinkedIn

Al, because I've followed this simple flywheel.

Here is how it works:

1. Niche
Ask your best 3 clients about their pains, frustrations, and goals. That’s your (lightweight) niche.

2. Problem
Find the main problem. Ask why/how/when?

3. ICP
From the niche and problem, pick who you want to reach by asking: who feels this problem most, who can pay for it, and where you can make the biggest impact.

4. Offer
Use your skills to make a clear fix for the problem. It can be design, strategy, data work, or something else. Make it feel like a product.

5. Message
What do you help people get? More users? Less churn? Use this in every message you write.

6. Profile
Set up your profile for your ICP. It should feel like a landing page, not a resume.

7. Content
Write about your ICP’s problems, frustrations, and goals. Add your own view, wins, or lessons.

9. Comments
Leave smart comments.
Talk with people in your niche. Be active in more than one place.

10. (Warm) DMs
Don’t wait for people to DM you. Look at who follows you, likes your posts, or views your profile. Reach out and start a simple chat.

That’s it.

Go through the complete cycle every 3 months and update your strategy.

Why?

- New insights
- New ideas
- New leads

Now it's your turn.

Ps. I’ve opened 3 spots (2 calls already booked) for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

Everyone sees me as a Product-Led expert.

But I’m pivoting my whole bizz.

I've helped many SaaS companies grow with Product-Led Growth.

How did I get these clients?

LinkedIn → 100% Inbound.

How?

→ I post 5x p/w 
→ Write content that resonates

Create visuals that look so good people want to save them.

After doing this consistently, people started to notice me.

Not only because of my services.
They also noticed my content.

Then DMs came:

“I like your content. Can we do this together?”
“I want more clients from LinkedIn. Can you help me?”

I realized:
- Most SaaS consultants have the skill.
- They have the track record.
- They have the results.

The one thing they didn't have? 

A LinkedIn strategy that works for their business.

They were basically killing their own business with their:

- Posts
- Comments
- DMs

Wasting 10s of hours every week.

So I made a choice.

A big one.

(You can see it in my profile. I made the full shift.)

I'm helping B2B SaaS consultants get clients on LinkedIn.

Here's the thing that I offer right now:

→ 3 months of co-creating content.
→ Access to my DM Conversion System.
→ Visual assets that make your offer a no-brainer.

I'm opening 3x spots (1-on-1) for consultants who want to plug into my systems.

If that sounds interesting, DM me “B2B” and I’ll send you a short doc with the details (no commitments at this stage).

Don't know what to post?

Use these 3 hacks ↓

Some days my head is full of ideas.
 
Other days?

nothing
 
This morning I had really no idea what to post about.
 
 (Yep, it happens to me, too)
 
Here is how I fixed that ↓
 
1. Comments
 
I open my profile.  I go to my activity.  I click on comments.  I read what I wrote to others.  My comments are mini-posts on their own. So the only thing I need to do is extend on that. 
 
2. Questions
 
People ask me many questions in the comments.  My answers are again mini-posts, which I can turn into full posts within minutes. Questions also show me what people want to know.
 
3. Call notes
 
I record my calls with an AI note taker.  I take the transcript, put it into ChatGPT, and let it extract all the pains, goals, and questions. And just like that, I have another 3 - 5 posts.
 
With these 3 simple hacks, I never run out of content.
 
Even on days when I have no idea what to post.
 
Like today.

Ps. 

I'm opening up 3 new spots for 1-on-1 coaching in January. Want in? Sent me a DM with "JAN", and I'll share an easy to read offer doc for you to review.

I 4X my revenue in 3 months. 100% Inbound.

Here's how ↓

1. Niche  
I picked one group.  
At first, it was PLG for B2B SaaS.  
Now it is LinkedIn for B2B SaaS Consultants.  
Same idea. I asked myself: Who, What, How.

2. Their world 

I look at what they say.  
I use old chats, comments, or simple research.  
I find three things:

- Their biggest problem
- Their dream result
- Their daily pain

3. My world  

Then I link it to me.  
My work. 
My view.  
My wins for clients.

4. Content  

I use all of this in my posts.  
And in my comments.  
And in my newsletter.  
Posts can be top, mid, or bottom of the funnel.  
But this works for all three.

5. Growth  

People read my posts or comments. 
They visit my profile. 
They follow me.  
Or they send a request.

Profile visit = If they fit, I send a warm DM.  
Follower = If they fit, I send a request.  
Request = I ask if they want my help.

6. DMs  

I ask a few simple questions.  
I check if they fit my 1:1 coaching.
If they fit, we book a 30-min call. 

7. 1:1 Call  

During the call, we dive deeper into their:
Pain. Outcome. Frustrations.
And I tell them how I can help.

That's it. 

The magic sauce here?

Personal experience, POV & results.

That's what makes the difference between a generic strategy and one that is tied to your ICP.

Ps. I have only 1 spot left for 1-on-1 content coaching. Want in? DM me “B2B”. I’ll send you a short doc for easy review.

In 2025, my follower count grew by 200%.

So it’s time to say hi again.  

Here is the honest version ↓
 
About me

1. I am 35. I turn 36 in February.
2. I started 4 studies. I finished only 2.
3. I have asthma. I got it when I was 4.
4. I live in Noordscheschut. Yes, it is a real place.
5. I grew up in Drenthe. And yes, I still love the quiet.
6. I am married to Denice. 
7. We have two girls: Noé and Vièn.
 
How my brain works
  
 8. I get 100 ideas a day.
 9. No deadline? I do nothing.
10. With a deadline? I stress.
11. I start almost none of them.
12. I switch focus fast. Very fast.
13. I talk a lot when I have energy.
14. I set the bar too high for myself.
15. I forget small things all the time.
16. I chase shiny things way too fast.
17. I am always too early. Or 5 minutes late.

My quirks  

18. I bite my nails. I know.
19. I do not like bossy people.
20. I talk to myself when I think.
21. I like calm and humble people.
22. I buy tools or apps “just in case.”
23. I open many tabs and forget why.
24. I get lost in YouTube way too fast.
25. I hate driving slowly on the highway.
26. I clean fast when I feel the pressure.
27. I wake up with music in my head every day.

What I enjoy 

28. I like craft beer. I made a few myself.  
29. I love martial arts. (Krav Maga, BJJ, Boxing.)  
30. I like to learn new skills.  
31. I like to create things.  
32. I like to drink with friends.  
33. I love going out with my family.
 
What I do 
34. I help consultants get more business on LinkedIn
35. We co-create content + optimize warm outreach
36. We work together for 3 months (calls + async)
37. We only need your expertise and stories
38. And that’s how we win together
 
That’s me.  

Want to know more? Ask in the comments.

Ps. 

I’ve opened 3 spots (2 already booked 🔥) for 1-on-1 content coaching. 

For details, DM me “B2B”. I’ll send you a short doc for easy review.

In Q2, I tripled my revenue.
 
Then I dropped the ball...
 
From May to June, everything was running smoothly.  

More inbound than expected.  
I assumed only half would convert…  

They all closed.
 
Great, but F*ck. 

How do I manage this?

Serving clients is just one part of running my business. 
Being visible on LinkedIn is another big part of it as well. 
 
I decided to put LinkedIn on hold.

- No new content.  
- Minimal interaction.  
- Just repurposing old posts to “stay visible.”  

And then July hit.

I really had...

Zero leads.  
Zero warm conversations.  
 
To make things even worse. I've just moved to a BV, so my monthly costs are high.

“I need clients, fast.”
 
So I went back.

- Posting 5x p/w.
- Commenting again. 
- Sending warm DMs.

I thought one or two weeks would work. 
By then, I will be getting some solid leads again.
 
It didn’t.
 
Reach was low, comments were low, and DMs? 

Zero. 
 
"What the F*ck is going on here?"
 
To be honest, I even started to doubt myself.
 
I went through my LinkedIn Flywheel again.
The one that 4x'd my revenue before.

It took at least 4 weeks to see an uplift again.

"Thank God"

The biggest fix? 

Interacting with my audience. 
Just posting isn't going to cut it.

We all know that, but this time I've experienced it myself.

You have to be active on the platform and keep engaging with other peers and your ICP.

If you're doing the post and ghost thing. 

You can just stop here. 
It's never going to work.
 
After 4 weeks, the first DMs came in. 

I closed 2 clients. 

Still not enough, but I could breathe again.

It was a huge wakeup call, though. 
 
So now, even when I’m fully booked, I keep time for LinkedIn.
 
If I don’t post, I comment.

I'm staying visible. Always.
 
Because without that, nothing moves.
 
No leads. 
No clients. 
No money.
 
Ps. 

I have one spot left in my 1-on-1 coaching program. 
Send me a DM with "B2B" if you want to stop worrying about getting clients.

"I don't know what to comment."

I hear it all the time.

This morning I spoke with a potential client.
 
He said he started to comment more.
 
But he was struggling.
 
“I don’t know how to add a valuable comment."

I get it. 
I’ve been there too.
 
Most comments are polite.  
Not useful.
 
“Thanks, [name]”
“Great post”
“Love your content, [name]”
 
Nice? Yes. 
Impact? No.
 
These comments won't get you:
 
- Profile views
- New followers
- Inbound leads.
 
Here is the simple system I give clients.  
It helps your comments bring in demand.
 
1. Find the angle. Not the topic.
 
Do not comment on the post alone.  
Comment on the angle behind it.
 
If someone says, “Cold outreach is dead,” The real angle is: Buyer behavior is different now.
 
That is where your comment should go.
 
2. Tie it to your world.
 
Most people don’t do this.
 
A strong comment sounds like:  
“Here is what this means in my world.”
 
This turns visibility into authority.
 
3. Add one real insight.
 
Not a cliché.  
Not a summary.  
But something you learned from real work.
 
Here’s the truth:
 
Commenting is not just engagement.  
It is positioning.
 
If you do it right, you build authority in no time.

Ps. I’ve opened 3 spots for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

2022 - I hated LinkedIn.
 
2025 - I help clients with LinkedIn.

5 years ago, I would rarely post anything on LinkedIn.

Today? 

I post 5x p/w. 

Like most of my clients, I found writing hard, especially writing something someone would actually read.

I could write some small stories, but most of them would put people to sleep within 10 seconds. No joke.

Besides that. 

I always thought...

"I'm an employee, who cares about LinkedIn anyway, right? It's just my digital resume."
 
But when I started going freelance, I knew...

LinkedIn is more than that. 
I need to be visible there to get clients.
 
So when I started to post on LinkedIn, it felt rough.
 
I did not know:
 
- How to write  
- How to start
- What to post  

I felt lost, and after 3 weeks without any likes, comments, or leads, I was ready to quit.

But then I decided to approach it differently. Why not create a 3-month challenge and go from there?

Here's what I looked like:
 
1. I showed up  

Most people do not grow on LinkedIn because they never start. I chose to post 3x p/w. When I got that one down, I moved up to 5x p/w.  Most of my posts sucked, and didn't get any likes, comments, or leads, but I kept going.

2. I worked on my hook  

I spent hours on one thing: the hook and rehook. These are the things that pull people into your post. Most of my hooks were bad.  But when one worked, I used it again.

3. I tested everything  

Each post was a test. One day, only text, the next day text with a visual. Then memes, or GIFs.  I checked every like and comment to see what moved. 

4. I made things visual 

I added a visual to almost every post. An image, a quote, a simple chart. Visuals make people stop, so my hook and rehook can do the rest. 

5. I got a coach  

When I got momentum, I started hiring coaches. I'v spent over $10k on coaching and tbh, it was worth every single $. I picked people who were ahead of me, so they can help me get to their level faster.

Today I teach clients what I've learned these past 3 years.

And more importantly.

I make sure they show up. 
Every. Time.

Writing and designing are just a small part of the flywheel.

Showing up is what moves the needle.

Ps. I have 2 spots left for my 1-on-1 coaching program. Want in? Sent me a DM with "B2B" and I'll share a doc for easy review.

The best content you can share?

→ A win. 
Show a moment where your work made a SaaS product, flow, or process better.

→ A loss. 
Share a project you priced wrong, scoped wrong, or rushed into. Explain what it taught you.

→ A client result. 
Show a real outcome you helped a SaaS client reach, even if it is small.

→ A skill learned. 
Tell something you learned while working with SaaS teams or founders.

→ A product built. 
Share a feature, workflow, design, or system you built, and the reason behind it.

→ A lesson learned. 
Tell a rule you now follow because of past mistakes.

→ A mistake.
Share a mistake you've made and how you fixed it.

→ A problem solved. 
Show a real issue a SaaS client had and how you solved it.

→ A customer helped. 
Tell a moment where you guided a founder, PM, or team toward clarity.

→ A shift seen. 
Share a pattern you see across many SaaS clients that others miss.

Start with what you know. 

No research needed. 

Just your own work.

Your experience is what builds trust.

Ps.  

I'm opening 3x spots (1-on-1) for B2B SaaS consultants who want to plug into my B2B LinkedIn System. No course or theory-only. We create and win together.

If that sounds interesting, DM me “B2B” and I’ll send you a short doc with the details (no commitments at this stage).

These 3 topics create 100s of content ideas

Here's how ↓

Writing content can be hard. 

But not if you have a proven system. 

I like to use these 3 topics for my content:

→ What I think
→ What I know
→ What I do

You can see this as TOFU/MOFU/BOFU, but I see it as a simple structure to tell stories.

So here's how it works.

Step 1
Define your content pillar. Mine is LinkedIn Growth for B2B SaaS consultants

Step 2
Define the subpillars. For me, these are:

 - profiles
- dms
- visuals
- content creation
- etc etc

Step 3.
Grab a subpillar and connect it to one of the 3 topics. 

Let's go for: 

LinkedIn Growth + Profiles + What I think

Step 4
Use different kinds of hook options to grab attention, for example, contrarian:

Profiles are landing pages
Mine is nothing like that

And now I would write a post about what I think a profile should be. 

(spoiler: I think it's a conversation starter)

So you see

It's not hard to create content.

You just need a:

Pillar, subpillars, and 3 main topics.

Ps. 

I'm opening 3x spots (1-on-1) for SaaS freelancers who want to plug into my systems (starting January 2026)

Here's how it works:

→ 3 months of co-creating content.
→ Access to my LinkedIn Flywheel.
→ Visual assets that make your offer a no-brainer.

If that sounds interesting, DM me “B2B” and I’ll send you a short doc with the details (no commitments at this stage).

"How many times do I need to post on LI?"

This question? Every. Single. Time.

Most people are obsessed with the number of times they need to post.

Gurus will tell you:

- 3 times p/w
- 5 times p/w
- 7 times p/w

Some will tell you to post 2 times per day, so you reach people from other time zones as well.

I hear you thinking.

F*ck, 2 times per day? How in the world can I keep up with that pace?"

I don't know. I'm certainly not going to. 

Especially cause I'm too busy cracking up at all those GIFs in the feed 

(different story)

But here's the spoiler, people.

repeat after me:

IT. DOESN'T. F*CKING. MATTER

again:

IT. DOESN'T. F*CKING MATTER.

There you go. 

Posting isn't the holy grail. 

If posting is the only thing you do on LI, you're probably missing out on a lot of leads anyway. 

I post 5x p/w. 

Monday → Friday

If I'm too busy, I only: 

- Send out connection request
- Comment on other posts
- Respond to DMs

Still active. Still visible.

Ps. 

I'm opening 3x spots (1-on-1) for SaaS Service Providers who want leads, without spending 10+ hours per day on creating content, and posting.

(starting January 2026)

Here's how it works:

→ 3 months of co-creating content.
→ Access to my LinkedIn Flywheel.
→ Visual assets that make your offer a no-brainer.

If that sounds interesting, DM me “B2B” and I’ll send you a short doc with the details (no commitments at this stage).

"You don't have any case studies."

A lead told me this during a 1:1 call.

She was a UX designer focusing on B2B SaaS, and she was spot on.

I don't have any client case studies (yet)

She continued:

"I've looked at your profile, and I don't see any recommendations about your LinkedIn offer either"

I looked at her and told her:

"I've just made the pivot, so yeah, I don't have any client case studies (yet), but tbh I am my best case study"

Then I showed her my personal results.

Jan - March.
→ Doubled my followers on LinkedIn
→ Built a 100% inbound business
→ 4X’d my revenue

May - June
→ Major drop in reach
→ No leads
→ But recovered

Nov (dropped my new offer)
→ 2 posts
→ 10 leads
→ 2 closed

She was convinced

Just like that. 

Why?

Because I had experience in SaaS, and I've gone through the same struggles whe was facing right now. 

- not having a system
- not knowing what to post
- not having any inbound leads

She instantly saw I had overcome those issues.

Client case studies matter.

But lived experience always wins.
 
Next week I’m kicking off my 1-on-1 coaching program.

So expect some client results very soon

Ps. I’ve opened 3 spots (1 already booked) for 1-on-1 content coaching. For details, DM me “B2B”. I’ll send you a short doc for easy review.

I don't offer DFY because:
 
- No one can match your voice.
- I would not help you learn the skill.
- Posts alone will not help you grow.
- If I write for you, you depend on me.
- The best way is to work on it together.
- You know your work better than anyone.
- And the skill matters outside LinkedIn too.

DFY is fine.  

It’s just not for me.
 
Learning to write and make simple visuals changed my business.  

So when we work together for 3 months, it's not:

I write. 
You pay.

It's going to be:

You write
You learn
You win 

And when you win 

I win. 

Why?

Because when we work together, I'll guarantee that you break even. 

If not, I'll work with you until we do. 

That's how we win together.

DM "B2B" I you want to learn more.

I used to worry about creating…

The perfect hook
The perfect post 
The perfect comment
The perfect visual 
The perfect dm
The perfect profile 

Now I only worry about showing up, and engaging with my audience. 

That’s the only thing I need to do perfect.

taplio

The Battle

Wes Bush

🟡 Roelof Otten

Followers

Posts

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Performance ScoreWes Bush's LinkedIn Performance

Performance Score🟡 Roelof Otten's LinkedIn Performance

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taplio

The Battle

Wes Bush

🟡 Roelof Otten

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);}Wes Bush's LinkedIn Performance

Performance Score🟡 Roelof Otten's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreWes Bush's LinkedIn Performance