Niklas Götz

Wir füllen mit LinkedIn die Sales Pipeline 7-stelliger Marketing-Agenturen und machen sie zur dominierenden Agentur im Markt | Co-Founder WE GO BEYOND

We help B2B companies turn their expertise into predictable pipeline.

In 2023, my co-founder and I started WE GO BEYOND as a personal branding agency.

The pitch was simple: We'll help you build your LinkedIn presence through consistent, high-quality content.

And it worked. Our clients grew their audiences, got more visibility, built authority in their markets.

We were even generating some inbound here and there.

But the question that kept coming up was: "How do we make this more reliable and constant?"

That question changed everything.

We realized we were solving half the problem. Building visibility without a system to capture demand consistently is like filling a leaky bucket.

So we went back to the drawing board.

We studied how the best B2B companies actually generate pipeline. We tested LinkedIn Ads. We experimented with signal-based outreach. We built attribution systems. 

And we rebuilt our entire offering from the ground up.

Today, we call it the Trust Engine.

The name matters. In B2B, trust is everything. 

Especially now, when everyone's inbox is full of aggressive cold outreach and spray-and-pray tactics.

People don't want to be sold to. They want to buy from someone they trust.

Here's how it works:

First, we build trust through content. We help founders create content that positions them as experts. Not vanity content - strategic content that speaks directly to their ICP and solves real problems.

Then, we guarantee distribution through ads. We run LinkedIn Ads so that content reaches the right people. No more algorithm lottery. We target specific companies, specific decision-makers.

Finally, we capture the signals. We track who's engaging, which companies are paying attention. When someone shows genuine interest, we start conversations. Not cold pitches - warm conversations with people who already know the work.

The result? People reach out to you. Or when you reach out to them, they actually want to talk.

Who this works for:

B2B SaaS and service companies in the DACH region, typically €2-10M in revenue.

Companies that do great work but struggle to make their expertise visible. Where the pipeline is unpredictable.

If you're a B2B founder who's tired of hoping the next referral comes through or watching your team grind through cold outbound with terrible response rates, send me a message.

Let's talk about building something more predictable.

Co-Founder & CEO

Wir unterstützen Gründer und Führungskräfte von Startups, Beratungen und Agenturen beim Aufbau einer erfolgreichen Personal Brand auf LinkedIn.

In den langfristigen Partnerschaften mit unseren Kunden bin ich ihr erster Ansprechpartner und stehe ihnen mit meiner Expertise und Erfahrung zur Verfügung.

We spent months building the ideal LinkedIn ads funnel.

But after removing layers and making it simpler, CTR went up by 200% instantly.

Our old setup for LinkedIn thought leader ads looked perfect on paper.

We built our custom target lists with Apollo and Clay.

And then used 3 layers representing the classic funnel structure:

1/ Show educational posts to warm up our audience.
2/ Retarget those who engaged, with case studies.
3/ Finish with conversation ads, aimed at the most engaged accounts.

On paper, the setup looked strong, but in practice, some gaps showed up:

Our retargeting audiences stayed small.

We couldn't move enough people through the funnel effectively.

And our most valuable content, the case studies, reached too few accounts.

I started questioning if the whole setup made sense.

Especially, since B2B buyers do not move step by step.

They skip stages, jump ahead, and react when they see something that fits their need.

I'm no exception myself: I've chosen vendors based on a single case study that was relevant to me.

So we did a head-to-head test.

We ran both campaign types (educational and trust content) side by side to the same list at the same time.

The data showed a clear winner right away:

Trust content got 3x more clicks than educational content.

On one account, I saw these results for example:

- educational content: 3.14% CTR, 3.52 dwell time
- trust content: 9.45% CTR, 4.91 dwell time

People engaged more and stayed longer with trust content.

So I switched our approach to run case studies + top educational posts to the full target list in one campaign.

Now we reach more accounts and show case studies to the full target list.

More people see proof from the start.

The result is higher engagement and more trust built early.

After all, simple basics done very well still always beat complex setups.

Have you ever made the same experience?

Building predictable pipeline for B2B Services on LinkedIn I write about founder-led content, ads & outbound | Co-Founder @ WE GO BEYOND

WGB Thought Leader Ads Funnel

WE GO BEYOND will change a lot in 2026.

And honestly, I'm nervous about this step.

But it was inevitable at this point.

In 2023, we started as a content and personal branding agency.

We helped founders show up on LinkedIn, grow an audience, tell their story.

Then something changed.

More and more, the same question came up from clients:

“How do we make pipeline more predictable?”

Step by step, our work shifted.

Business impact in the form of pipeline and revenue became the main goal.

Organic content became one piece of a bigger GTM system.

It was no longer the whole answer.

We added:

→ Custom target lists
→ Identifying intent
→ Paid amplification
→ Intent-based outbound

And turned this into a flywheel on LinkedIn, where each part pushes the next one forward.

Today, we map the full customer journey on LinkedIn for B2B services.

From first touch to close.

Going into 2026, WE GO BEYOND is a B2B growth agency.

But our brand did not keep up.

It still looks and sounds like a personal branding agency.

And it lacks professionalism.

That gap felt more and more wrong every week.

So we made a hard call:

We'll build our brand from scratch.

And we'll question everything.

Even our name.

I'm excited about this step.

But I'm also nervous about the results.

The good part: we’re not doing it alone.

Ali Iz (brand) & Dylan Brouwer (web design) will guide us through this major change.

And I've decided to share the full journey here in public.

In my next post, I'll talk about our project kickoff and their first observations.

Curious how a rebrand like this works in practice?

Then make sure to follow along.

We spent 6 months creating content with that client. Nothing took off. Then we repositioned him - and he closed his first 5-figure deal within weeks.

Honestly, it took us way too long to figure out what the issue was. 

But here's what we got wrong and how we fixed it:

Long story short: His positioning was too broad.

To go a bit more into detail: We onboarded this founder end of February. He'd just taken over a performance agency the year prior.

The positioning had grown organically over time to being a "performance agency for DTC brands."

Which is probably the most overcrowded niche in the entire agency world.

However, he already had a solid base of existing customers. 

But his network was limited and he had 0 visibility online.

He wanted to change that by building a presence on LinkedIn.

So we started creating content together.

And surprise, surprise: for months, nothing really worked.

The content wasn't bad. But it had no edge.

No clear differentiation. The messaging felt... flat.

We realized early on that something was missing. The positioning just wasn't unique.

But it took us a few months to really get to know each other and figure out what actually makes them special.

Then we discovered something: A lot of their business was coming from being a creative partner.

That's where their real strength lies. And they have some strong cases around that.

So we developed a new positioning together: Creative powerhouse with deep expertise in AI.

We introduced the "creative partner" model in the content - something that's common in the US market but rarely exists in the DACH market yet.

We then worked out a few core messages around that new positioning and shifted the entire content strategy to reflect it.

The impact was immediate.

Content performance improved right away - both organic and paid.

We finally had a clear story to tell. 

The differentiation became obvious.

The messaging actually resonated with the right people.

And in the past couple of weeks, we started seeing real results.

Some inbound call bookings.

He closed one of them for his first 5-figure deal through LinkedIn ever.

Is the ROI where we want it yet? No, not quite.

But we're now finally seeing all the right signals that we're heading in the right direction.

And: we haven't even added outreach yet.

So far, it's just been content and ads.

Next year, we'll layer in outreach to complete the full system.

But this case already proves: content takes time.

You need to be willing to invest 6-12 months before making a call on whether LinkedIn works for you.

But you also need to be willing to pivot when something isn't working.

I'm really happy this customer trusted us through the repositioning and stayed with us when things weren't working yet.

I'm pretty confident we'll pay that trust back from now on.

What's your experience? How long did it take before LinkedIn started working for you?

We just got 40 ICPs to read our client's case studies.

With just €76 in adspend. In 7 days.

In B2B sales, there is no more convincing argument than: "We did this for a company exactly like yours.”

So last week, we built an ABM play around that belief for a social ads agency we’re working with.

Here's exactly what we did:

1/ We built hyper-segmented target lists

We didn't target "e-commerce brands”.

Instead, we used Apollo and Clay to build micro-lists of 30-50 companies per vertical. 

List A: Sporting goods
List B: Jewelry & Luxury
…

2/ We matched case studies to verticals

We set up Thought Leader Ads that only showed relevant work to relevant lists. 

Sporting goods brands saw case studies about sporting goods.

Jewelry brands saw case studies about jewelry.

We targeted all employees at these companies to maximize internal awareness.

3/ We added a vertical-specific CTA

Every ad linked directly to the specific case study page, not a generic home page.

Here are the results of the sporting goods campaign after just 7 days:

- €76.22 total spend
- 792 people reached
- 5.9% CTR (4-5% is considered good)
- 40 clicks to the case study page

That's 40 employees at target accounts reading detailed proof of our client's work with brands just like theirs (at a cost of €1.91 per landing page visit).

No booked calls yet, but I guess it's a matter of time.

Most B2B founders are obsessed with reach. 

They want 10,000 impressions. 

But when you sell high-ticket services, you don't need reach. You need relevance.

You need the right people seeing content that feels like it was made specifically for them.

So, if you have case studies, don't broadcast them. Weaponize them.

Segment your ICP list by vertical.

Match case studies to segments.

And let thought leader ads do the heavy lifting.

We turned €538 into a 5-figure deal using B2B influencer marketing.

Here's what we did: 

One of our clients asked their best customer to post about their partnership on LinkedIn.

A well-respected founder. Someone their ICP actually looks up to.

He posted an honest breakdown of what they're doing together (Nothing forced, just real insights about their collaboration).

At the end, he added a subtle CTA promoting the agency.

Inbound started coming in from the organic post alone.

Then we amplified it with Thought Leader Ads to their specific target account list (companies that this founder perfectly represents).

The results over 90 days:

€538 in ad spend
4 calls booked with target accounts
One 5-figure deal closed

This play works especially well for high-ACV B2B services and SaaS.

You need some budget for compensating the person posting plus ad spend. 

But the ROI potential is massive when you're selling €25K+ deals.

If you want to try this going into 2026, here's the play:

1/ Find someone respected in your niche

Don’t decide based on follower count. Go for someone your ICP actually trusts.

2/ Let them keep it real

Don't brief them to death. Let them mention your service or product naturally and add a subtle CTA. Let them use their real voice.

3/ Amplify it

Promote the post as a Thought Leader Ad to the exact audience that person influences.

I’m excited to double down on that play going into 2026.

The trust factor is unmatched. 

Small budgets can have massive impact.

And most competitors aren't doing this yet.

Feels like quite a big opportunity.

Have you ever tried B2B influencer marketing?

LinkedIn just secretly overhauled its algorithm with a new AI model.
Here's what it means for us B2B creators:

Some days ago, I stumbled across this algorithm update named "Brew360" by accident in a comment.

So I had a deeper look and found the official paper of LinkedIn's own research team, Foundation AI Technologies, which they published back in January.

In a nutshell, LinkedIn made the switch to an “unified AI model” for the entire platform.

Without any press releases or official statements, this change went almost unnoticed.

Here are the facts I found:

Until now, there were separate computer models for jobs, content, connections.

They didn't truly understand content, they just matched patterns.

Each model just counted clicks and showed you more of the same.

Now everything gets pulled into ONE big AI engine called Brew360.

This AI engine now reads:

- your profile.
- your posts.
- and what you interact with.

Based on that, it will show you content that fits your niche.

Not just what you clicked yesterday.

For us B2B creators, this could be huge.

We all could get more attention of the right people.

I've already noticed this in my feed.

LinkedIn now suggests me more and more posts about GTM, founder-led content and LinkedIn ads.

Still not 100% perfect, but the feed definitely gets better.

This also means that your profile might matter more than ever now.

The AI learns from your headline, your summary, your recent activity.

If your positioning is clear, you might get shown to more people who care about your topic.

Disclaimer: Right now, we can't say how much of this is live on LinkedIn.

But for our agency, this move is already strong proof for our approach.

We always focused on niche content and clear positioning.

We keep the message tight. We repeat it across profile, content and ads.

Now, this new AI system could push our type of focused content in front of even more of the right people.

Have you already seen changes in your feed lately?

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