LinkedIn Content Strategy for B2B Demand Agencies | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for B2B demand agencies: how a Rotterdam agency CEO reached 376 B2B marketers and founders in 5 weeks
We read the reactions on 15 posts from a Rotterdam CEO of a B2B demand agency known for pop-culture marketing skits. 1,216 people, 376 B2B marketers and founders. 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 Rotterdam CEO of a B2B demand agency
Followers43,251
Posts~3 a week
Sells
These numbers are from 5 November. Your audience has already moved.
New B2B marketers and founders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
Brand and demand programs for B2B companies: strategy, content, creative and performance, run by a 60-person agency
PeriodSep 29 – Nov 5
Ideal client: Marketing leaders and founders at B2B companies, mostly SaaS and tech, who want to be known in their niche and build pipeline without buying leads.The challenge: The agency CEO wrote that the agency needs to reach about 30k people at 10k companies, “usually the marketers”, and that most inbound leads say they know the team from LinkedIn. The skits travel far: one reached 655 reactions. But 39% of the people who react are other agencies, consultants and creators. Which posts reach the marketers who hire?
Key takeaways
Almost 1 in 3 readers is a buyer.376 B2B marketers and founders reacted in 5 weeks: 30.9% of the 1,216 people who reacted. Other agencies, consultants, creators and the team itself make up 38.7%.
The post matters more than the topic.Topics sit close together, from 26% to 35% buyers. Single posts don’t: the post on estimating marketing ROI reached 41%, the workation video 22%.
16 of them keep coming back.16 B2B marketers and founders reacted to 3 posts or more in 5 weeks. One of them reacted to 5 of the 15.
01
Who actually reads you, and what the LinkedIn algorithm changed
The agency CEO posted 15 times between 29 September and 5 November: pop-culture skits about B2B marketing, opinion posts on ROI, measurement and creativity, posts on AI, the team’s workation, and the LinkedIn engine behind the agency’s growth.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. Funny marketing videos travel fast, and they travel first to other marketers and agencies. Reach can’t tell a competitor from a client. Who reacted can. We sorted every person who reacted by role.
15posts in 5 weeks
1,216people reacted
376B2B marketers and founders
16came back 3+ times
Audience by roleThe 1,216 people who reacted, by roleFree
Agencies, consultants, freelancers, creators, recruiters, students & the agency’s own team471 · 38.7%
Everyone else369 · 30.3%
The biggest group makes or sells marketing itself: other agencies, freelancers, consultants, ad specialists, creators, and the agency’s own colleagues. They push reach, and they rarely hire an agency.
The 376 buyers are marketing managers, heads of marketing, demand gen and growth leads, CMOs, founders and CEOs. About 30% work in SaaS, tech, AI and security.
SeniorityAll people who reactedFree
Founder, owner, C-level21.8%
Director, VP7.2%
Manager13.4%
Independent4.9%
Other52.7%
IndustriesB2B marketers and founders onlyNetwarm
SaaS, tech, AI & security29.8%
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Core audience16 B2B marketers and founders engaged 3+ times · 1 engaged 5+ timesNetwarm
16 B2B marketers and founders keep coming back. One of them reacted to 5 of the 15 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your B2B marketers and founders work at.See company sizes
02
What to post on LinkedIn to reach B2B marketers and founders
An agency that sells to marketers should judge a post by who reacted, not how many.
We tagged each of the 15 posts by topic, then measured the share of B2B marketers and founders among the people who reacted.
Your topicsWhat your 15 posts were aboutFree
15posts
Pop-culture video skits5
Creative marketing takes3
AI and marketing3
Team culture2
How the agency grew2
Topics that attract B2B marketers and foundersShare of each topic’s reactions from B2B marketers and foundersNetwarm
Creative marketing takes35.1%
AI and marketing30.6%
Pop-culture video skits30.2%
Team culture26.5%
How the agency grew26.3%
One kind of post brings almost twice the buyers of another. See which.See which topics
Creative marketing takes lead at 35.1% B2B marketers and founders. Team culture (26.5%) and the agency’s growth story (26.3%) trail. The gap between topics is small (1.3x): the gap between single posts is bigger.
Posts that brought the most B2B marketers and foundersShare of B2B marketers and founders in each post’s reactions1 of 5 open
#1Marketers are always asked to estimate ROI41%
#2Succession.. But then it's B2B marketing35.1%
#3'Producing marketing' has never been easier35.1%
#4I have a confession to make. I'm a recovering lead generation addict34%
#5Marketers are so busy proving their marketing works, they forget to do marketing that works33.7%
For comparison, the workation video had 375 reactions and reached 22%, the lowest share of the period. The LinkedIn engine post had 505 reactions and reached 23.2%.
6 rules for LinkedIn engagement from B2B marketers and founders
These rules come from what worked on the agency CEO’s own profile, and from the best-performing posts by B2B marketing creators and leaders over the last 3 months.
1
Pick a fight with how marketing gets measured. Every marketer has been asked for an ROI they can’t prove. A post that takes their side against the spreadsheet is the one they react to and forward to their boss.On this profile: the ROI post reached 41% buyers, the highest share of the period, and the post on proving marketing reached 33.7%. Across the niche: “90% of the marketing I do today, I can't measure” got 267 likes and 128 comments.
Set the skit inside the marketer’s week. A skit works for buyers when the joke is something they lived last Tuesday: the homepage rewrite, the AI mandate, the 17-page report. The famous show is the wrapper, the marketing pain is the point.On this profile: the Succession skit, about making the company “AI Native” by changing the homepage copy, reached 35.1% buyers on 655 reactions. Across the niche: a skit about AI-written reports got 635 likes and 113 comments.
Name brand vs demand out loud. The marketers who hire a demand agency are tired of chasing MQLs. Saying it plainly, even as a joke, tells them which side the agency is on.On this profile: the “recovering lead generation addict” skit reached 34% buyers. Across the niche: “BRAND drives Demand” got 716 likes and 220 comments.
Answer AI anxiety with a point of view, not a tool list. Marketers are flooded with AI tools. A post that says what AI changes for marketing, and what it doesn’t, is the one a marketing leader saves.On this profile: “'Producing marketing' has never been easier” reached 35.1% buyers on 164 reactions. Across the niche: “Marketers, stop looking to LLM’s for originality” got 410 likes and 147 comments.
Break down a brave campaign, with its numbers. A campaign teardown gives marketers something to bring to their next planning meeting, and shows how the agency thinks without selling.On this profile: the Wiz toy store post (46k visitors in 24 hours) reached 30.6% buyers. Across the niche: the Ramp and Tony Hawk breakdown got 180 likes and 154 comments.
Give every team video one line about the buyer. Team posts build the employer brand and travel well, but they mostly reach the team’s own network. One line on why it matters to the work keeps marketers in the room.On this profile: the Algarve photos, with a line on becoming “the agency everybody wants to work for”, reached 31%. The workation video without one reached 22%.
When B2B marketers and founders read: the best time to post on LinkedIn for B2B demand agencies
We compared the share of B2B marketers and founders by the day each post was published (Amsterdam time). 11 of the 15 posts went out around 8 a.m., so there is not enough spread to compare hours.
Share of B2B marketers and founders by posting dayAmong the people who reacted to each postFree
35.1%
Mon
30.1%
Tue
35.1%
Wed
27.3%
Thu
28.1%
Fri
27.4%
Sat
Wednesday (35.1%, 3 posts) brought the highest buyer share, Thursday (27.3%, 4 posts) the lowest. Monday also reached 35.1%, but on a single post.
Put the marketing takes on Wednesday, and keep the team and culture posts for Thursday and Friday, when the share is lower anyway.
05
5 posts ready to publish to target B2B marketers and founders
Each post follows the rules above, in the agency CEO’s voice. Swap in your own details before posting: the real story is what makes it land.
1Ready to postOpinion post
Attribution can’t see a skitRule 1: pick a fight with how marketing gets measured. Modelled on the ROI post (41% buyers, the best of the period).
Hook
Our best lead source doesn’t show up in any dashboard.When a new lead comes in, we ask one question: how did you hear about us?Most of them say LinkedIn. A video, a post, someone from the team.Our attribution tool says: direct traffic.Nobody clicks a skit and fills in a form. They watch it, they laugh, they remember the name. Three months later they type it in.So here’s what we do:• Ask every lead how they found us, and write it down
• Look at that list before we look at the dashboard
• Keep doing the things the list keeps naming, even when the dashboard doesn’tIf your tracking can’t see your best channel, the problem is the tracking.Not the channel.
Visual · Text postNo visual, or a screenshot of a dashboard saying “Direct” next to a sticky note saying “LinkedIn”.Check before postingUse your real share of leads who mention LinkedIn if you track it (your Nov 5 post says most of the 30 to 40 monthly leads do).
Breaking Bad… but then it's B2B marketingRules 2 and 3: a skit set inside the marketer’s week, on brand vs demand. Modelled on the Succession skit (35.1% buyers on 655 reactions).
Hook
Breaking Bad… but then it's B2B marketing.A brand marketer is told by the board to “just hit the MQL target”.So he starts cooking MQLs. Ebooks. Whitepapers. Webinars nobody attends.The numbers look amazing. Sales has never been angrier.Will he get out before the pipeline review? Or does he go too far?Only one way to find out..___Thanks everyone involved!
Visual · Short video60–90 second skit in the RV: two marketers in yellow suits printing gated ebooks, a sales rep knocking on the door.Check before postingAdd the cast credits like on the Succession post, and pick a show the team really wants to recreate.
AI made the brief the hard partRule 4: a point of view on AI, not a tool list. Modelled on “'Producing marketing' has never been easier” (35.1% buyers).
Hook
AI didn’t make our creative team faster.It made the brief harder.A year ago, making the video was the slow part. Now it isn’t. Anyone with a laptop can make 50 versions of an ad before lunch.So the question moved.It’s no longer “can we make it?”It’s “what is the one thing our buyer should remember?”That question used to get 10 minutes in the kickoff. Now it gets the whole first day.The teams that win with AI won’t be the ones who produce the most.They’ll be the ones who know what not to make.
Visual · ImageA whiteboard from a real kickoff with one sentence circled, the rest crossed out.Check before postingUse a real kickoff and your team’s real time split; change the numbers if yours differ.
The campaign nobody could predictRules 1 and 5: break down a brave campaign, and side with the marketer on ROI. Modelled on the Wiz toy store post (30.6%) and the ROI post (41%).
Hook
If you had asked me to predict the ROI of our Wolf of Wall Street video, I would have said zero.There was no business case. No forecast. Just an idea that made us laugh.Here’s what it did:• People we had never met recognised us at events
• Clients from the US found us through it
• Leads still mention it when they first call usNone of that was in a plan.That’s the problem with only funding what you can forecast. The things that make people remember you are almost never on the spreadsheet.So here’s my suggestion for your 2027 budget:Keep 10% for ideas you can’t defend in a meeting.They might be the only ones anyone remembers.
Visual · Short videoA 10-second cut from the Wolf of Wall Street video, then your face to camera.Check before postingSwap the three results for the real ones you can share, and change the 10% to the share you would actually recommend.
The LinkedIn engine, as a one-page sheetLead magnet built from the LinkedIn engine post. Modelled on the playbook giveaways that get hundreds of comments in the niche, and on the engine post itself (505 reactions).
Hook
I put our whole LinkedIn engine on one page.After my last post about it, a lot of marketers asked the same questions:How do you keep 15 people posting?
How do you pick which posts to boost?
How do you set up the Thought Leader Ads?So we wrote it down:• The incentive systems we used to keep people posting, quarter by quarter
• The 3 questions we ask before we boost a post (engagement is only one of them)
• How we built the list of 10k companies and the 30k people in it
• How the budget splits between personal posts and company adsIt’s the exact system behind 30 to 40 inbound leads a month.If you want it, comment ENGINE and I’ll send it to you.
Visual · Document previewThe one-page sheet, the first section readable, the rest blurred.Check before postingHave the sheet ready before posting and only list what is in it. Share it through a Reveal link to see which marketers download it.
Our pick for you: “The LinkedIn engine sheet”Built from the system the agency CEO described on 5 November: the posting incentives, how posts are picked for Thought Leader Ads, and how the 30k-person target list was built. Offer it in post 5 with a Reveal link, to see which marketers download it.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
Skits bring marketers to the profile. They don’t say when to reach out. Most of them never comment, so they stay hidden among the agencies and creators who react to everything.
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 marketers and founders · not contacted yetNetwarm
1 B2B marketers and founders 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 Sarah, you’ve reacted to most of our posts on measuring marketing. Is attribution a fight you’re having for next year’s budget?Hi Mark, I saw you liked the post on our LinkedIn engine. Are you trying to get more of your own team posting?
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
For this agency CEO, opinion posts on ROI and measurement brought the highest share of B2B marketers and founders (up to 41%), followed by AI posts and skits set in the marketer’s week (35%). Team culture posts reached the fewest buyers (22% to 31%).
For this agency CEO, Wednesday brought the highest share of B2B marketers and founders (35.1% over 3 posts), and Thursday the lowest (27.3% over 4 posts).
This agency CEO posts about 3 times a week, and 16 B2B marketers and founders came back 3 times or more in 5 weeks. The agency also has 15+ people posting, so the CEO’s profile is one part of a bigger engine.
Look at who reacts, not how many. The Succession skit had 655 reactions and 35% buyers; the workation video had 375 and 22%. Group reactions by role, measure the share 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 15 posts published between 29 September and 5 November 2026, up to the first 100 people per post, and sorted the 1,216 people by role. Reposts of other people’s posts were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by B2B marketing creators and leaders over the last 3 months. Role groups are approximate; a Netwarm scan matches people to your own ideal client.
