LinkedIn Content Strategy for AI and Supply Chain GTM Advisors | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for AI and supply chain GTM advisors: how a fractional GTM leader reached 223 founders and supply chain leaders in 6 weeks
We read the reactions on 29 posts from a fractional GTM leader and AI advisor for supply chain technology. 924 people, 223 founders and supply chain leaders. Here is what brings buyers, what brings peers, and the 5 posts we’d publish next.
Max Sawyer · Netwarm··12 min read
The creator in this case studyA fractional GTM leader and AI advisor for supply chain technology
Followers9,100
Posts
These numbers are from 1 November. Your audience has already moved.
New founders and supply chain leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
SellsFractional go-to-market for B2B and supply chain technology companies (positioning, enterprise sales process, pipeline, enablement), and buyer-side help for supply chain teams evaluating, negotiating and implementing AI
PeriodSep 21 – Oct 30
Ideal client: founders, CEOs and revenue leaders of B2B and supply chain tech companies past founder-led sales, and supply chain and operations leaders about to sign an AI contract.The challenge: The advisor launched a solo business a month before this window. One joke about out-earning Anthropic brought 223,207 impressions and 15 inbound prospects, by the advisor’s own count. The feed mixes jokes, travel, supply chain takes and GTM lessons. Which posts bring the founders and supply chain leaders who hire, and which only bring the laughs?
Key takeaways
1 in 4 readers is a buyer.223 of the 924 people who reacted are founders, CEOs, supply chain and operations leaders or tech executives (24.1%). 246 are consultants, advisors, coaches, recruiters and students (26.6%).
GTM takes bring almost 2x the buyers per post.16 founders and supply chain leaders per GTM and distribution post, against 9.2 per AI adoption post. Supply chain and AI operations posts: 13.8.
15 buyers are Hot right now.29 came back to 3 posts or more in 6 weeks. One of them reacted to 15 of the 29.
01
Who actually reads you, and what the LinkedIn algorithm changed
The advisor posts about 5 times a week: supply chain and AI operations takes, GTM and distribution lessons, AI industry jokes, founder life and travel. 29 posts between 21 September and 30 October.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. A joke can reach 1,050 people in a day, and most of them will never buy supply chain advice. Reach can’t tell buyers from fans. Who reacted can. We sorted every person who reacted by role.
29posts in 6 weeks
924people reacted
223founders and supply chain leaders
29came back 3+ times
Audience by roleThe 924 people who reacted, by roleFree
246 people (26.6%) are peers: supply chain consultants and advisors, fractional executives, ghostwriters, recruiters, faculty and students. They comment, they push reach, and they rarely hire a GTM leader.
223 are buyers: founders and CEOs of logistics and AI software companies, VPs of GTM, SVPs of supply chain, heads of operations and procurement, supply chain executives at manufacturers and distributors. Nearly half the rest are practitioners (planners, analysts, specialists) who live with the problems but don’t sign the contract.
SeniorityAll people who reactedFree
Founder, owner, C-level22.7%
Director, VP7.7%
Manager11.4%
Independent6.3%
Other51.9%
IndustriesFounders and supply chain leaders onlyNetwarm
Supply chain, logistics, procurement and manufacturing44.4%
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See all industries and company sizes in your free scan.
Core audience29 founders and supply chain leaders engaged 3+ times · 15 engaged 5+ timesNetwarm
29 founders and supply chain leaders keep coming back. One of them reacted to 15 of the 29 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your founders and supply chain leaders work at.See company sizes
02
What to post on LinkedIn to reach founders and supply chain leaders
A joke that goes viral feels like a win. For an advisor who sells, the better question is who laughed.
We tagged each of the 29 posts by topic, then measured the share of founders and supply chain leaders among the people who reacted, and how many each post brought.
Your topicsWhat your 29 posts were aboutFree
29posts
Humour & founder life12
Supply chain & AI operations6
AI adoption & AI industry4
Travel & onsite stories4
GTM & distribution3
Topics that attract founders and supply chain leadersShare of each topic’s reactions from founders and supply chain leadersNetwarm
GTM & distribution29.4%
Supply chain & AI operations26.3%
Travel & onsite stories23.7%
Humour & founder life21.2%
AI adoption & AI industry20.0%
One topic brings almost 2x more founders and supply chain leaders per post than another. See which.See which topics
GTM and distribution takes bring the highest share of founders and supply chain leaders (29.4%) and the most per post: 16, almost 2x the AI adoption posts (9.2 per post).
Posts that brought the most founders and supply chain leadersShare of founders and supply chain leaders in each post’s reactions1 of 5 open
#1You can no longer build your way out of a bad company33.7%
#2Every supply chain has a shadow control tower33.3%
#3Three supply chain leaders asked me about build versus buy33.3%
#411-14 hours a week in internal meetings32.3%
#5Next stop: Quito, Ecuador28%
For comparison, the “more profitable than Anthropic” launch post drew 1,050 reactions, and 12% of the first 100 were founders or supply chain leaders. The networking events joke brought 9.8%, the lowest share.
6 rules for LinkedIn engagement from founders and supply chain leaders
These rules come from what worked on the advisor’s own profile, and from the best-performing posts by supply chain, AI and GTM advisors on LinkedIn over the last 3 months.
1
Answer the question buyers asked you this week. “Three supply chain leaders asked me…” is proof that buyers already ask the advisor for advice, and the answer is the advice itself. Every sales call holds the next post.On this profile: the build versus buy post brought 32 founders and supply chain leaders, 33.3% of the people who reacted.
Make AI a business story, not a tech story. The posts that brought the most buyers talk about what AI changes for a company: distribution, customers, who wins. Explainers about AI itself bring other AI people.On this profile: GTM and distribution posts brought 16 buyers per post, AI adoption posts 9.2. The “build your way out” post: 33 buyers, the most of any post.
Start from the workaround, not the dashboard. The spreadsheet, the WhatsApp group, “check station 5, there might be a box”. Operators recognise their own week, and leaders see that the advisor has been on the floor.On this profile: the shadow control tower post brought 33.3% founders and supply chain leaders, on 39 reactions.
Keep the jokes, aim them at work. Jokes about bosses, meetings and corporate life brought buyers. Jokes about networking events and Gary with the sweaty hands brought everyone else. The humour is the brand: point it at the work buyers do.On this profile: the haunted house boss joke brought 27.1% buyers, the networking events joke 9.8%.
Show the decision an executive makes. Supply chain leaders read posts that help them decide. One real example, read step by step the way a CEO reads it, beats a framework diagram.Across the niche: Edouard Thieuleux’s S&OP dashboard post, read in 3 steps for a CEO, drew 2,059 likes and 425 comments.
Tell buyers what to check before they sign. The advisor works for the buyer, not the vendor. Posts that say what to ask a vendor, with the same humour, show exactly that work.Across the niche: Lee McCabe’s post on AI diligence (“the bonnet welded shut”) drew 102 likes and 42 comments.
When founders and supply chain leaders read: the best time to post on LinkedIn for AI and supply chain advisors
We compared the share of founders and supply chain leaders by the day and the hour (Toronto time) each post was published. Only hours with 3 or more posts are shown.
Share of founders and supply chain leaders by posting dayAmong the people who reacted to each postFree
28.0%
Mon
20.4%
Tue
19.6%
Wed
24.6%
Thu
23.0%
Fri
Best time to post, by hourShare of founders and supply chain leaders among people who reactedFree
23.1%
8:00
24.3%
10:00
18.4%
14:00
Monday brought the highest share of founders and supply chain leaders (28%, 6 posts) and the most per post (18.5). Wednesday, the busiest day with 8 posts, brought 19.6%. Morning posts (8 to 12 a.m.) did better than 2 p.m. (18.4%).
Give Monday and Thursday mornings to the posts that sell the work: the buyer question, the GTM take, the checklist. Keep the jokes and travel posts for Wednesday and Friday.
05
5 posts ready to publish to target founders and supply chain leaders
Each post follows the rules above, in the advisor’s voice. Swap in your own details before posting: the real conversations and the real client work are what make them land.
1Ready to postChecklist + lead magnet
10 questions to ask before you sign an AI contractRule 6: tell buyers what to check before they sign. Built from the forward deployed engineer post, offered as a checklist like Edouard Thieuleux’s free session.
Hook
Before you sign that AI contract, ask the vendor these 10 questions. They will not enjoy question 7.I work for the buyer, not the vendor. So I get to ask the awkward stuff.Here are the first five:1. Which of your people will touch our SAP, WMS and TMS, and who do they report to?
2. What happens to the workflows you build on our data if we leave?
3. Show me a customer who went live in under 90 days. Can I call them?
4. Which decisions will the agent make alone, and which ones come back to a human?
5. When your forward deployed engineer finds that the fix is a lead-time field nobody has touched since 2019, will you tell us?The other five are about pricing, data, and who owns the model when it gets something wrong.None of them are trick questions. A good vendor will answer all ten without blinking.The ones who blink are telling you something.Want the full list? Comment “CONTRACT” and I’ll send it over.
Visual · Document carouselCover: “10 questions before you sign an AI contract”. One question per slide, each with “what a good answer sounds like” underneath.Check before postingWrite the other five questions from your own negotiations before posting, and put your Netwarm Reveal link in the reply to see which leaders download it.
Pilot or rollout? What supply chain leaders asked me in OctoberRule 1: answer the question buyers asked this week. Modelled on the build versus buy post, the best share of buyers among the larger posts.
Hook
This month, four supply chain leaders asked me the same question: how do we get AI out of pilot?I gave all four the same answer: pick a pilot you would be sad to lose.Most pilots are chosen because they demo well. Forecasting. A control tower. A chatbot for the planners.Then the pilot ends, the slides look great, and nobody on the floor misses it.The pilots that go live look boring on a keynote slide:
→ Freight invoices that get checked before they get paid
→ Supplier follow-ups that go out without a planner chasing them
→ Lead times nobody has touched since onboardingThey save someone real hours, every single week. So when the pilot ends, someone fights to keep it.That person is your rollout plan.Before your next pilot, ask one question: who on the team would complain if we switched this off?If the answer is nobody, it’s not a pilot. It’s a demo with a budget.
Visual · Text onlyNo image. The first line carries the post; answer the comments in the first hour.Check before postingUse the questions you really heard this month, and keep the people and companies anonymous.
Four supply chain tech founders, four decks, one mistakeRule 2: make AI a business story. Modelled on Sami Ghozzi’s “Six founders said it this month” post and the “build your way out” post, the most buyers of any post.
Hook
Four supply chain tech founders showed me their deck this month. All four opened with the model.Slide 2: the architecture. Slide 3: the agents. Slide 4: a very busy diagram with arrows.The buyer they sell to is a VP of ops at a 200-person distributor. She has heard “AI-powered” from every vendor this quarter.She doesn’t care how the model works. She wants to know three things:
→ Which fire drill stops?
→ How fast does it work on my data, not your demo data?
→ Who do I call when it gets something wrong?So we rebuilt one deck around those three questions. The model moved to the appendix.Building the product is the easy part now. Distribution is the hard part.In the age of AI, the founders who win are the ones who sound like they’ve stood on the warehouse floor.What’s the first slide of your deck?
Visual · Single imageTwo deck covers side by side: “AI-powered decision intelligence platform” crossed out, “Stop the Friday fire drill” circled.Check before postingBase it on the decks you really reviewed. Keep the founders and their companies anonymous.
“Check station 5, there might be a box”Rule 3: start from the workaround. Modelled on the shadow control tower post, using the discovery days in Utah.
Hook
“Check station 5, there might be a box.”That one sentence told me more than the whole process map.I spent two days onsite in Utah last week, mostly listening. Sales, product, the warehouse floor.The official process said inventory lives in the system.The real process said inventory lives in the system, unless you’re in a hurry. Then you ask Dave. And Dave says check station 5.Nobody is being careless. The system is just slower than the decisions people have to make.Every operation has one of these:
→ The spreadsheet a planner keeps open “just in case”
→ The supplier WhatsApp with the real ETA
→ The sentence everyone knows and nobody wrote downIf you bring AI in on top of the official process, it will be confidently wrong.Find the sentence first. Then build the agent around it.What’s the “check station 5” in your operation?
Visual · PhotoA photo of a warehouse aisle or a sticky note on a shelf, with no client branding visible.Check before postingUse a workaround you really heard, with the client’s OK, and change any name or detail that could identify them.
My first quarterly business review, as a solo founderRule 4: keep the jokes, aim them at work. Modelled on the internal meetings post (32.3% buyers) and Mo Saker’s socks post, a joke that lands on a lesson.
Hook
Held my first quarterly business review today. Attendees: me, Lulo, and a spreadsheet.Lulo was late. Lulo is always late.Agenda item 1: revenue. Still more profitable than Anthropic. The bar remains low.Agenda item 2: what’s working. Turns out the clients didn’t come from the posts that got the most likes. They came from the posts that answered a question someone was actually stuck on.Agenda item 3: what I’d stop. Long decks. Status updates that could have been a Slack message. Any meeting with a pre-meeting.Agenda item 4: snacks. Approved unanimously.Total meeting time: 25 minutes, including a walk.In corporate-land this would have been a two-day offsite and a deck nobody read.What would you cut from your next QBR?
Visual · PhotoLulo on the walk, with a caption-style overlay: “Q4 business review, attendees: 2”.Check before postingUse your real numbers and what really worked for you so far.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target founders and supply chain leaders
Reactions show interest. A download shows intent. The quickest way to find out which founders and supply chain leaders are serious is to give them something useful and see who takes it.
In supply chain, AI and GTM, these formats get the most requests:
Format 1The live session with a templateWalk through one real example, then invite people to a free session where the template is shown live.
Format 2The complete guideEverything a founder needs to run one part of the business, packaged into one guide with templates and checklists.
Format 3The toolkit you built for yourselfThe tools that run your own business, shared as they are. Proof of the method, and useful the same day.
10 questions to ask before you sign an AI contract
Our pick for you: “10 questions to ask before you sign an AI contract”Built from the advisor’s buyer-side work and the forward deployed engineer post: 10 questions with what a good answer sounds like, for supply chain leaders about to sign with an AI vendor. Offer it in post 1, on a Monday.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings founders and supply chain leaders to the profile. It doesn’t say when to reach out. Most never comment, so they stay invisible, and a VP of operations reading every post in October may have signed with a vendor by January.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now15 founders and supply chain leaders · not contacted yetNetwarm
15 founders and supply chain leaders are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Mark, you’ve been reading my supply chain posts for a few weeks. Is there an AI project on your plate for Q1?Hi Dana, I saw you reacted to the build versus buy post. Are you weighing that one right now?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who’s Hot today?” and get the list.
08
FAQ
Here, GTM and distribution takes brought the highest share of founders and supply chain leaders (29.4%) and the most per post (16). Answer the questions buyers ask on calls, tell the workaround stories, and keep the jokes aimed at work life.
For this advisor, Monday brought the highest share of founders and supply chain leaders (28%) and the most per post (18.5). Wednesday, the busiest day, brought 19.6%. What the post is about matters more than the day.
This advisor posts about 5 times a week, and 29 founders and supply chain leaders came back 3 times or more in 6 weeks. Keep the rhythm, and give the best mornings to the posts that sell the work.
Look at who reacts, not how many. A post with 1,050 reactions brought 12% buyers here, one with 98 reactions brought 33%. Group reactions by role and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 29 posts published between 21 September and 30 October 2026, up to the first 100 people per post (1,647 of the 2,852 reactions), and sorted the 924 people by role. Comments were not counted, so engagement figures are a floor. One podcast clip posted about the advisor by someone else was left out.
Niche rules come from top posts by supply chain, AI and GTM advisors over the last 3 months. Role groups are approximate; some buyers also sell into supply chain. A Netwarm scan matches people to your own ideal client.
