LinkedIn done like it actually matters.
LinkedIn is the highest-leverage channel most B2B founders are doing badly. Three posts a quarter, no point of view, a bio that reads like a CV. We turn it into a pipeline channel: strategy, content, engagement, audit, the lot. For founders, GTM leaders, and the teams under them.
The problem
Most B2B LinkedIn presence is a waste of attention.
You already know this. Your bio still says "Founder at X". Your last post was three weeks ago. The connections you accept are mostly recruiters and other founders. The few posts you write get 14 likes from your team. None of this is converting to pipeline.
The harder truth: LinkedIn does work for B2B. It works obscenely well when it is treated as a function rather than a hobby. The companies winning on LinkedIn right now are not winning because they have a secret. They are winning because someone treats it as a deliverable on a calendar, every week, for two years.
There are two ways to get there. Build the muscle in-house with a system that holds, or have someone do it with you. We do the second.
What we actually do
A working LinkedIn function, run end to end.
Strategy and POV
A clear point of view you actually believe and can defend. The opinions you are willing to be wrong about in public. Without this, posts get likes but no recall.
Content production
Two to four posts a week, written in your voice, hooks tested, formats mixed. Carousels, text, polls, video. Not a content mill. Original work that sounds like you.
Ghostwriting for founders
For leaders who do not have time to write but do have things to say. We extract the ideas in a 30-min weekly call, draft the posts, you review and ship.
Engagement workflows
Comments earn comments. We run target lists, comment cadence, and DM playbooks. The unfair growth lever most founders never touch.
Profile and SEO
Headline, banner, About, Featured. Optimised for search, optimised for the 30-second skim. Built once, reviewed quarterly.
Reporting that matters
Inbound DMs. Profile views. Pipeline-attributed conversations. Not impression counts. Weekly written summary, monthly review.
When this works, and when it does not
There is no point pretending this fits everyone.
This works for you when
- You have a founder or sales leader willing to be on the platform weekly, even if not writing the posts.
- Your buyer is on LinkedIn (most B2B is, niche industries are not).
- You have a real point of view to anchor the content around. Vague brand stories do not perform.
- You are willing to commit for at least 6 months. LinkedIn compounds, fast results are not the goal.
- You want this run as a function, not as a brand exercise.
It does not work when
- You want viral hits without doing the audience work first.
- Your buyer is not on LinkedIn (rare in B2B but it happens).
- You will not allow your name to be on the content. Personal brand is the channel.
- You expect pipeline in 30 days. The flywheel takes 60-90 days to start spinning, longer to compound.
- You want to outsource the thinking. We extract your thinking, we do not invent it.
How a typical engagement runs
Six months. Predictable cadence. Reviewable output.
Weeks 1-2: Audit and POV
We run the LinkedIn audit on your existing profile, interview you for 60 minutes, build a documented POV, content pillars, and a 90-day editorial plan. You sign off before anything is published.
Weeks 3-4: Profile rebuild
New banner, headline, About, Featured. Copy reviewed line by line. Discoverability tightened. Featured pinned to where you want people to go next.
Month 2: Content live
Two to four posts per week. We draft, you approve. Posts go out from your account, in your voice. We monitor and reply on engagement within an hour where possible.
Months 3-6: Engagement layer
Target lists. Daily commenting cadence. Inbound DM workflows. Newsletter setup. Quarterly POV refresh as your business evolves.
Free things to start with
Run these before you talk to anyone, including us.
If you want to know whether your LinkedIn is working before committing to anything, the audit takes 6 minutes and shows you the score plus the top five things to fix.
Run the free LinkedIn audit →If you want a bigger ICP and outbound view, the pipeline calculator and SDR cost calculator give you the rest of the funnel maths.
FAQ
No. Ghostwriting is the default mode. We run a 30-minute weekly extraction call, draft the posts, you review and approve. Most founders contribute about 90 minutes a week including the call.
Yes. That is the entire point of the extraction call. We are not generating posts from prompts. We are interviewing you, capturing your phrasing, your stories, your specific opinions. Drafts are reviewable line by line until the voice is right. Most clients are happy by week 4.
First 30 days: profile, banner, content cadence in place. Month 2: engagement starts to compound, profile views climb, first inbound DMs. Months 3-6: pipeline starts to attribute. Anyone who promises faster is selling you something.
Both. Founder-led content drives the brand voice. Employee advocacy programmes turn the rest of the team into amplifiers. We run both, often together.
Best in combination. Warm outbound (where the prospect has seen your name on LinkedIn) converts at 2-3x cold. Most ORRJO clients run lead generation and LinkedIn together for that reason.
Six month minimum. Three months is too short to see the compounding effect, twelve months is where it starts to feel automatic. We do not lock you in beyond six.
Want to talk through your situation?
Thirty minutes with the team. We will pressure test your numbers, not pitch.
Book a strategy call →