LinkedIn Content Strategy for GTM Engineering Agencies | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for GTM engineering agencies: how a Miami allbound agency founder reached 107 B2B founders and marketing leaders in 4 weeks
We read every reaction on 22 posts from a Miami-area allbound agency founder. 1,069 people, 107 B2B founders and marketing leaders. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyA Miami-area co-founder of an allbound B2B growth agency
Followers35,326
Posts~8 a week
These numbers are from 4 November. Your audience has already moved.
New B2B founders and marketing leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
SellsAllbound growth for B2B companies: GTM engineering, paid media, executive LinkedIn content and RevOps
PeriodOct 12 – Nov 4
Ideal client: founders, CEOs and marketing leaders of B2B SaaS and tech companies who want outbound, ads and content running on the same accounts.The challenge: The agency founder writes that great content "amplifies every other motion", and is one of the best-known voices in GTM engineering. That is also the catch: 62% of everyone who reacted builds GTM for a living. Which posts reach the founders and marketing leaders who'd hire the agency?
Key takeaways
1 in 10 readers is a buyer.107 B2B founders, CEOs and marketing leaders reacted in 4 weeks: 10% of everyone who reacted. Peers were 6x more: 657 GTM engineers, agencies, RevOps and paid media people.
The room beats the trophy.Posts about events and people brought 9.5% buyers, client results and agency offers 6.3%, the lowest share: a 1.5x gap. Hiring posts brought the most buyers per post, 9.3.
10 buyers keep coming back.They reacted to 3 posts or more. One of them reacted to 5 of the 22.
01
Who actually reads you, and what the LinkedIn algorithm changed
The agency founder posts about eight times a week: Claude Code and Clay builds, client results, hiring at the agency, events and the people in the industry, and a few memes and tech reviews. We read 22 posts between 12 October and 4 November.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. For a well-known GTM engineering voice, that means other GTM engineers. Reach can't tell a peer from a buyer. Who reacted can. We looked at every person who reacted and sorted them by role.
22posts in 4 weeks
1,069people reacted
107B2B founders and marketing leaders
10came back 3+ times
Audience by roleThe 1,069 people who reacted, by roleFree
Peers are the large majority: 657 GTM engineers, Clay builders, agency founders, RevOps consultants, paid media specialists and ghostwriters, more than 6 in 10 of everyone who reacted. They copy the workflows and share the posts. They rarely hire an allbound agency.
The 107 founders, CEOs, CMOs, VPs and heads of growth or marketing are the buyers: about 1 in 10 readers. About half run AI, SaaS or tech companies. Some of them sell GTM tools themselves, so not every one is a client.
SeniorityAll people who reactedFree
Founder, owner, C-level26.9%
Director, VP5.4%
Manager9.4%
Independent4%
Other54.3%
IndustriesB2B founders and marketing leaders onlyNetwarm
AI, SaaS and tech50.5%
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Core audience10 B2B founders and marketing leaders engaged 3+ times · 1 engaged 5+ timesNetwarm
10 B2B founders and marketing leaders keep coming back. One of them reacted to 5 of the 22 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your B2B founders and marketing leaders work at.See company sizes
02
What to post on LinkedIn to reach B2B founders and marketing leaders
Most agency founders judge a post by its reactions. An agency founder who sells should judge it by who reacted.
We tagged each of the 22 posts by topic, then measured the share of B2B founders and marketing leaders among the people who reacted, and how many of them each post brought.
Your topicsWhat your 22 posts were aboutFree
22posts
Claude Code and AI builds6
Client results and agency offers5
People, events and lessons4
Viral, fun and tech reviews4
Hiring at the agency3
Topics that attract B2B founders and marketing leadersShare of each topic’s reactions from B2B founders and marketing leadersNetwarm
People, events and lessons9.5%
Hiring at the agency9.4%
Viral, fun and tech reviews8.8%
Claude Code and AI builds7.6%
Client results and agency offers6.3%
One topic brings 1.5x more buyers than another. See which.See which topics
Posts about events and the people in the industry bring 1.5x more B2B founders and marketing leaders per reaction than client results and agency offers: 9.5% against 6.3%. Claude Code builds bring the most in total, 37, but at 7.6%.
Posts that brought the most B2B founders and marketing leadersShare of B2B founders and marketing leaders in each post’s reactions1 of 5 open
#1Tech week in SF was a success16%
#2Still hiring a senior go-to-market strategist14%
#3This post will go viral11%
#4How good Opus 5.5 is as a model11%
#5The secret sauce to going viral on LinkedIn11%
For comparison, the post about a client's lead magnet for her outbound campaigns reached 2.8% B2B founders and marketing leaders, one of the lowest shares.
6 rules for LinkedIn engagement from B2B founders and marketing leaders
These rules come from what worked on the agency founder's own profile, and from the best-performing posts by GTM engineering and allbound creators on LinkedIn over the last 3 months.
1
Write the build for the leader who signs, not the engineer who copies. A Clay or Claude Code breakdown is a gift to other GTM engineers. Add the one line a founder needs (what it costs them not to have it, what it changes for their pipeline) and the same post starts reaching buyers.On this profile: Claude Code and AI build posts brought 37 buyers, the most of any topic, but only 7.6% of the people who reacted.
Keep the hot take short. One opinion, one number, a few lines. Founders read a sharp take to the end; they skim a 900-word tutorial for the tool names.On this profile: the four-paragraph Opus 5.5 take reached 11% buyers. The long breakdown of 8 campaigns built for 8 Clay credits reached 6.1%.
Show the room. Events, dinners and the people met there show who the agency founder works with. Founders read them to see who's in the circle.On this profile: people, events and lessons posts had the highest buyer share of any topic, 9.5%. Across the niche: a Sculpt recap drew 753 likes and 487 comments.
Tell the result as the buyer's problem, not the trophy. "76k impressions for a client" is a win for the agency. "One marketer, no SDRs, a board asking for pipeline" is the founder's own week. Start from their problem, then show the method.On this profile: client results and agency offers had the lowest buyer share, 6.3%. The 76k impressions post reached 3.4%.
Draw the whole engine in one picture. Allbound is easier to buy when a founder can see it: one list, every channel, the arrows between them. A drawing gets saved and forwarded to the person who signs.Across the niche: a GTM stack drawn as expectation vs reality drew 959 likes and 150 comments.
Let hiring posts double as growth proof. A senior hire says the agency is growing and the work is in demand. Founders notice, and the post travels further than any case study.On this profile: hiring posts brought 9.3 buyers per post, the most of any topic.
When B2B founders and marketing leaders read: the best time to post on LinkedIn for GTM engineering agencies
We compared the share of B2B founders and marketing leaders by the day and the hour (Eastern time) each post was published. 13 of the 22 posts went out between 8 and 10 a.m.
Share of B2B founders and marketing leaders by posting dayAmong the people who reacted to each postFree
6.8%
Mon
11.0%
Tue
8.2%
Wed
8.2%
Thu
4.7%
Fri
Best time to post, by hourShare of B2B founders and marketing leaders among people who reactedFree
8.0%
8:00
5.1%
10:00
7.8%
12:00
Tuesday is the clear best day: 11% buyers and 9.2 buyers per post across 6 posts. Friday is the weakest, 4.7% and 3 per post.
Keep the 8 a.m. Eastern slot, where most posts already go out. Put the posts written for buyers (the hot take, the client story, the lead magnet) on Tuesday, Wednesday and Thursday, and keep Friday for memes and tech reviews.
05
5 posts ready to publish to target B2B founders and marketing leaders
Each post follows the rules above, in the agency founder's voice. Swap in your own details before posting: the real events, clients and numbers are what make it land.
1Ready to postPeople and events
What founders asked me at every dinner this monthRule 3: show the room. Modelled on the Tech week in SF post, the highest buyer share on the profile, and on Varun Anand's Sculpt recap.
Hook
I went to a lot of GTM dinners this month. Every founder asked me the same question."We bought Clay. We hired someone to run it. Why isn't pipeline moving?"Not a single one asked me which enrichment provider to use.Here's what I told them, every time:The tool was never the problem. The problem is that outbound, ads and content are all running on different lists, with different messages, owned by different people.So your prospect gets a cold email on Monday, sees an ad for something else on Wednesday, and lands on a founder profile that hasn't posted since March.That's three motions that never meet.Allbound is just making them meet. One account list. One message. Every channel pointed at the same people at the same time.It's not more work. It's the same work, finally pulling in the same direction.The best part of these trips wasn't the talks, though. It was the 20-minute conversations about what's actually working. Those are the ones I'll remember.If you were at one of these dinners, what was the question you kept hearing?
Visual · Photo carousel3 to 5 photos from the events and dinners (with people's OK), the first one a wide shot of a full table.Check before postingUse the real events and the real question you heard most. Change the number of dinners and cities to the true ones, or cut that hook.
Hiring a GTM engineer won't fix your pipelineRule 1 and rule 2: write for the leader who signs, keep it short and opinionated. Modelled on Brandon Redlinger's "Everybody is hiring a GTM engineer" and the Opus 5.5 take.
Hook
Flaming hot take: hiring a GTM engineer will not fix your pipeline.I say this as someone who runs one of the largest Clay agencies on the planet.A GTM engineer can build anything. That's exactly the problem.If nobody has decided who you sell to, what you say to them and which channels you run, they'll build something beautiful that sends a lot of emails to the wrong people.Before the hire, you need three answers:1. Which 500 accounts would change your year if they closed?
2. What's the one problem you solve for them that they already know they have?
3. Which channels will hit those accounts at the same time: email, LinkedIn, ads, content?Get those right and one good engineer can run all of it.Get them wrong and you'll have the most sophisticated outbound system nobody replies to.Which of the three is the hardest for your team right now?
Visual · Text onlyNo image. If you add one: the three questions on a plain card.Check before postingMake sure the claim about Understory's size matches how you describe it elsewhere (one of the first and largest Clay agencies).
One marketer, one allbound engineRule 4: tell the result as the buyer's problem, not the trophy. Modelled on Kenny Damian's ABM playbook and the talk on building an allbound engine with one marketer.
Hook
Most B2B SaaS companies have one marketer doing the job of five. Here's how we make that work.Our client had one marketer, no SDRs and a board asking for pipeline.She didn't need more tools. She had plenty.She needed every channel to stop working alone.So we built one allbound engine around her:→ One list of target accounts, scored for fit and refreshed every week
→ Outbound email and LinkedIn to the right people at those accounts
→ LinkedIn and Meta ads to the exact same accounts
→ Executive content from the founder, so the profile is worth clicking when they checkSame accounts. Same message. Four channels.When a prospect gets the email, they've already seen the ad. When they click the founder's profile, there's something there worth reading.Her job changed from "run everything" to "decide what we say this month".That's the whole point of allbound. Not more volume. Fewer people doing better work, pointed at the same accounts.How many people run your channels today?
Visual · Single imageOne marketer in the middle, four channels around her (email, LinkedIn, ads, content), all pointing at the same list of accounts.Check before postingUse a real client (anonymised) and the real channels you ran. Add one real result (meetings, pipeline) only if the client is OK with it.
Our allbound engine, drawn on one pageRule 5: draw the whole engine in one picture. Modelled on George Khoshtaria's "I drew the whole engine" and the 8 multi-channel campaigns built from Claude Code.
Hook
Everyone asks what allbound actually looks like. So I drew it.It's 4 boxes and 1 list.Box 1: The list
Every account that fits, scored, with the right people found and verified. This is the only list. Every other box reads from it.Box 2: Outbound
Email and LinkedIn to those people, with a reason to reach out that's specific to their company.Box 3: Paid
LinkedIn and Meta ads to the same accounts, at the same time. Not a broad audience. The list.Box 4: Content
The founder posting what they actually know, so the profile does the selling when a prospect checks it.The arrows matter more than the boxes. Every reply, click and visit goes back into the list, so next week's targeting is smarter than this week's.That's it. Most companies already have 3 of the 4 boxes. They just don't have the arrows.Which box is missing in yours?
Visual · Single imageThe 4 boxes around 1 list in the middle, with arrows going out to each channel and back into the list. Hand-drawn style.Check before postingMatch the boxes to how Understory really delivers allbound. Keep tool names out, or use the ones you really run.
The Claude Code skill file behind our outboundLead magnet: give the system away, see which founders ask. Modelled on Lorenzo Pravatà's free Claude Code setup and the post on running outbound from Claude Code.
Hook
I'm giving away the skill file that runs our entire outbound from Claude Code.Last week I shared that our internal outbound runs completely from the terminal. No UI for any tool. Just me talking to Claude Code.A lot of you asked how. The honest answer: Claude Code is an absolute beast at orchestration, but only if it knows how to drive your tools.That's what the skill file does.Inside:→ How we describe the ICP and the accounts, so every campaign starts from the same list
→ The rules for running the CLIs, APIs and MCPs we use, step by step
→ How a campaign goes from a sentence I say out loud to a live sequence
→ The checks before anything sendsYou'll need your own tools and keys. The thinking is all in there.Comment "skill" and I'll send it over.
Visual · ScreenshotA cropped screenshot of the skill file's table of contents in the terminal or editor. No keys, no client names.Check before postingStrip every key, client name and private detail from the file before sharing. Send it with your Netwarm Reveal link so you can see which founders open it.
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 B2B founders and marketing leaders
Reactions show interest. A download shows intent. Peers react to GTM posts all day. The fastest way to see which founders are serious is to give them something useful and see who asks for it.
In GTM engineering, these formats get the most requests:
Format 1The agency's own Claude Code setupThe skills, commands and rules the team runs every day, packaged and given away.
Format 2The system behind the resultThe result on the first line, then the whole system that produced it.
Format 3The skill packReady-to-install skills, each tied to one pipeline number.
Our pick for you: “The Claude Code outbound skill file”Built from the skill file the agency founder already described on 4 November, the one that runs the agency's outbound from Claude Code without opening a tool. Strip the keys and client details, and offer it in post 5 for a comment.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 to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible among hundreds of GTM engineers, and a founder reading every post in October may have hired another agency 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 now1 B2B founders and marketing leaders · not contacted yetNetwarm
1 B2B founders and marketing 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 Jordan, you've been reading my posts on running outbound from Claude Code. Are you building that in-house, or looking for someone to run it?Hi Sam, I saw you reacted to the post on our hiring. Are you growing your own GTM team this quarter?
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, posts about events and the people in the industry brought the highest share of B2B founders and marketing leaders (9.5%), and hiring posts the most per post (9.3). Client results told from the agency's side brought the lowest share, 6.3%. Write for the leader who signs, keep takes short, and draw the system.
For this agency founder, Tuesday brought the highest share of B2B founders and marketing leaders (11%) and Friday the lowest (4.7%). Most posts went out at 8 a.m. Eastern.
This founder posts about eight times a week, and 10 B2B founders and marketing leaders came back 3 times or more in 4 weeks. Volume works when the posts written for buyers go out on the best days.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, 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 22 posts published between 12 October and 4 November 2026 (the first 100 reactions on each), and sorted the 1,069 people by role. Reposts, duplicate posts and personal posts about a friend's passing were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by GTM engineering and allbound creators over the last 3 months. Role groups are approximate, and some founders sell GTM tools to the same audience; a Netwarm scan matches people to your own ideal client.
