LinkedIn Content Strategy for GTM and Outbound Agencies | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for GTM and outbound agencies: how a London agency CEO reached 67 B2B founders and sales leaders in 3 weeks
We read the reactions on 16 posts from the London-based CEO of a GTM and outbound agency. 530 people, 67 B2B founders and sales 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 London-based CEO of a GTM and outbound agency
Followers24,664
Posts~5 a week
Sells
These numbers are from 2 November. Your audience has already moved.
New B2B founders and sales leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
Done-for-you outbound and GTM engineering (Clay workflows, signals, email and LinkedIn campaigns) for B2B companies
PeriodOct 12 – Nov 2
Ideal client: founders, CEOs and heads of sales of B2B and SaaS companies that close well but can't create enough qualified pipeline on their own.The challenge: The agency CEO posts the frameworks and workflows behind the agency's results. But GTM engineering is one of the busiest topics on LinkedIn, and more than half of everyone who reacted builds outbound for a living. Which posts reach the founders who'd hire the agency?
Key takeaways
1 in 8 readers is a buyer.67 B2B founders, CEOs and sales leaders reacted in 3 weeks: 12.6% of everyone who reacted. Peers were 4x more: 277 GTM engineers, outbound agencies, Clay builders and sales creators.
Reports and event takeaways bring 2x more buyers than case studies.Posts reacting to a report, an event or the season reached 14.9% founders and sales leaders. Outbound case studies reached 6.8%, the lowest share.
2 buyers are Hot right now.They reacted to 5 posts or more. One of them reacted to 10 of the 16.
01
Who actually reads you, and what the LinkedIn algorithm changed
The agency CEO posts about five times a week, always around noon London time: GTM workflows and team structure, outbound case studies, takeaways from reports and events, and lists of companies shaping a market. 16 posts between 12 October and 2 November.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. In GTM, those people are often other GTM engineers: they save the workflow, react to the Clay screenshot and share the stack. The founders who'd pay for the work read the same posts. Reach can't tell them apart. Who reacted can, so we sorted every person who reacted by role.
16posts in 3 weeks
530people reacted
67founders and sales leaders
6came back 3+ times
Audience by roleThe 530 people who reacted, by roleFree
Peers are the majority: 277 GTM engineers, RevOps builders, lead gen and outbound agencies, automation freelancers and LinkedIn ghostwriters, more than half of everyone who reacted. They learn from the workflows. They rarely hire an agency to run them.
The 67 founders, CEOs, CROs and heads of sales and marketing are the buyers: about 1 in 8 readers. About half of them run software, AI and tech companies. Their share doubles on some topics and halves on others, which is where the content choice matters.
SeniorityAll people who reactedFree
Founder, owner, C-level29.8%
Director, VP4.9%
Manager11.7%
Independent3.8%
Other49.8%
IndustriesB2B founders and sales leaders onlyNetwarm
Software, AI and tech52.2%
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Core audience6 B2B founders and sales leaders engaged 3+ times · 2 engaged 5+ timesNetwarm
6 B2B founders and sales leaders keep coming back. One of them reacted to 10 of the 16 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your B2B founders and sales leaders work at.See company sizes
02
What to post on LinkedIn to reach B2B founders and sales leaders
Most agency founders judge a post by its reactions. A post with 90 reactions from GTM engineers can bring fewer buyers than one with 50.
We tagged each of the 16 posts by topic, then measured the share of B2B founders and sales leaders among the people who reacted, and how many of them each post brought.
Your topicsWhat your 16 posts were aboutFree
16posts
GTM workflows & team5
Outbound case studies5
Reports, events & trends4
Company lists2
Topics that attract B2B founders and sales leadersShare of each topic’s reactions from B2B founders and sales leadersNetwarm
Reports, events & trends14.9%
Company lists13.8%
GTM workflows & team9.0%
Outbound case studies6.8%
One topic brings 2x more buyers than another. See which.See which topics
Posts reacting to a report, an event or the season bring 2x more B2B founders and sales leaders than outbound case studies: 14.9% against 6.8%, and 10 buyers per post against 3.4.
Posts that brought the most B2B founders and sales leadersShare of B2B founders and sales leaders in each post’s reactions1 of 5 open
#1What 300 companies said is working in GTM, and what it means for 2027 budgets22%
#2The 25 biggest companies in AI16.7%
#3The scariest Halloween costume in B2B SaaS16.2%
#42 scores, 4 tiers: how we prioritize accounts like Clay15.7%
#5How the team turns LinkedIn content into sales conversations10.5%
For comparison, the post on the SDR workflow for 2027 reached no founders or sales leaders among its 33 reactions read, and the $155K targeting case study 7.4%.
6 rules for LinkedIn engagement from B2B founders and sales leaders
These rules come from what worked on the agency CEO's own profile, and from the best-performing posts by GTM engineers and outbound agency founders on LinkedIn over the last 3 months.
1
Read the report for the person who sets the budget. Founders don't have time to read a 300-company survey. A post that turns each number into a decision for next year ("For 2027 →") does the reading for them, and shows how the agency thinks.On this profile: the GTM report post reached 22% founders and sales leaders, the highest share of the 16 posts.
Name the gap the leader already feels. "You have sales. You have marketing. But you still don't have a proper GTM engine." The first lines describe the founder's situation, not the agency's stack. The tools come after, as the answer.Across the niche: this opener drew 526 likes and 153 comments.
Give the decision framework, not only the stack. A list of tools speaks to the people who build. A framework that says where sales spends its time (2 scores, 4 tiers, a play for each) speaks to the person who runs the team.On this profile: the account prioritization framework reached 15.7% founders and sales leaders, the best of the five workflow posts. The SDR tool workflow reached 0%.
Lead a case study with the business result, not the reply rate. Reply rates and meetings booked are what other outbound people compare. Revenue added and how the funnel works end to end is what a founder compares. Start with the money, then show the decision that made it.On this profile: outbound case studies reached 6.8% founders and sales leaders, the lowest share of any topic. Across the niche: an agency's own funnel, opened with "$1.5M with zero ad spend", drew 91 likes and 52 comments.
Take a side against more volume. Every founder has been sold "more emails". A clear position against it (fewer emails, more replies) is what buyers are waiting to hear, and it starts a discussion in the comments.Across the niche: "Everybody is hiring a GTM engineer so that they can send more cold emails" drew 227 likes and 150 comments.
Keep one light post a week for SaaS leaders. A joke only B2B SaaS people get is shared by founders as much as by builders. It keeps the profile in the feed of the leaders who skip the long workflow posts.On this profile: the Halloween post, one line and a picture, reached 16.2% founders and sales leaders, more than any case study.
When B2B founders and sales leaders read: the best time to post on LinkedIn for GTM and outbound agencies
We compared the share of B2B founders and sales leaders by the day each post was published. 15 of the 16 posts went out between noon and 2 p.m. London time, so there is no hour to compare.
Share of B2B founders and sales leaders by posting dayAmong the people who reacted to each postFree
12.4%
Mon
9.9%
Tue
8.0%
Wed
7.6%
Thu
14.8%
Fri
Friday and Monday had the highest shares of buyers, 14.8% and 12.4%, and brought the most of them per post (7.7 and 7.8). Thursday had the lowest share, 7.6%.
Keep the noon London slot: it reaches European leaders after lunch and US East Coast leaders at the start of their day. Put the posts that sell the work (the report read, the framework, the lead magnet) on Monday and Friday, and the tool workflows peers love midweek.
05
5 posts ready to publish to target B2B founders and sales leaders
Each post follows the rules above, in the agency CEO's voice and format: a two-line opener, the numbered sections, a question at the end. Swap in your own details before posting: the real client numbers are what make it land.
1Ready to postYear-end data recap
4 numbers from our campaigns that should shape your 2027 budgetRule 1 and rule 4: read the numbers for the person who sets the budget, and lead with the business result. Modelled on the GTM report post, the highest buyer share on the profile.
Hook
We ran outbound for 100+ clients this year. 4 numbers should shape how you plan 2027.
Here's what they taught us 👇1️⃣ $155K: new ARR from one targeting changeFor an influencer marketing platform, we moved the campaign from Consumer SaaS into finance, gaming and betting.
Same team. Same tools. Different buyers.For 2027 → Test who you sell to before you test what you write.2️⃣ 62%: positive reply rate from a 2-line email1-2 relevant people per company. No personalised opener. No long introduction.
18 of the 29 replies were positive.For 2027 → Spend the time on the audience and the offer, not the first line.3️⃣ 217: positive replies in six months, from a small marketAn investment-management client with a concentrated account list. We simplified the offer and adjusted follow-ups based on replies.For 2027 → A small market can still support email when the targeting and message fit.4️⃣ 23: positive replies in two months, from email + LinkedInA construction-tech client. We added relevant event audiences and focused the message on specific pre-construction tasks.For 2027 → Give each channel a clear job.My take:I'd fund fewer, better-targeted campaigns, and cut the sequences that create activity without pipeline.Which of these 4 would change your plan the most?
Visual · CarouselOne number per slide in large type ($155K, 62%, 217, 23), the "For 2027 →" line underneath, client names removed.Check before postingAll four results come from your October posts. Check each one is still the number you want to quote, and that every client is fine being described this way.
You have SDRs. You have Clay. You still don't have pipeline.Rule 2: name the gap the leader already feels. Modelled on Jérémy Grandillon's "proper GTM engine" post.
Hook
You have SDRs. You have Clay. You still don't have a predictable pipeline.
Here's what we usually find when a founder brings us in 👇1️⃣ Nobody knows why the best customers boughtThe founder knows. It's in their head, not in the messaging.
So the team sells features the buyer never asked about.2️⃣ The list is a filter, not a reasonIndustry + headcount + title.
That tells you who fits. It doesn't tell you why now.3️⃣ Every channel does the same jobEmail, LinkedIn and calls all ask for a meeting.
Give each one a different job: test the offer, start the conversation, explore the need.4️⃣ Replies go nowhereA reply is the start of the work.
If nobody owns the follow-up within a day, the campaign was wasted.5️⃣ Nobody learns from the dealsWhich replies became opportunities? Which objections came back?
Those answers should shape the next campaign.None of these are fixed by adding another tool.
They're fixed by deciding who you talk to, why, and who owns the next step.Which of the 5 does your team struggle with first?
Visual · Single imageThe 5 problems on one card, titled "You have the tools. Here's what's missing."Check before postingSwap any point for what you really see most often on client kickoffs.
$155K in new ARR, and the one decision behind itRule 4: lead with the business result, then the decision. Modelled on Jani Vrancsik's "$1.5M with zero ad spend" funnel.
Hook
$155K in new ARR over 8 months. The emails barely changed. The buyers did.
Here's the decision behind it 👇The client: an influencer marketing platform.
The ICP on paper: Consumer SaaS.The campaigns were running. Replies were OK. Pipeline wasn't.1️⃣ We looked at who replied, not how manyThe interested replies didn't match the ICP slide.
They came from companies with big marketing budgets and strict rules on how they acquire users.2️⃣ We tested three new marketsFinance. Gaming. Betting.
Same offer, new positioning for each.3️⃣ We moved the budget to what convertedNot to what got the most replies.
To what turned into qualified opportunities.The result: $155K in new ARR over 8 months.The tools didn't change.
The copy changed a little.
The decision about who to talk to changed everything.If your team can close but can't create enough of the right opportunities, the first thing to test is the market, not the message.When did you last test a new market instead of a new email?
Visual · Single imageA simple before/after: Consumer SaaS on the left, finance, gaming and betting on the right, $155K new ARR in the middle.Check before postingPoints 1 to 3 describe how the change was likely found: rewrite them with what really happened on that account.
Stop asking your agency for more volumeRule 5: take a side against more volume. Modelled on Brandon Redlinger's "send more cold emails" post and the 2-line email post.
Hook
If your outbound plan for 2027 is "send more", you're about to burn your TAM.
Here's why we push back when founders ask for more volume 👇Our best campaign this year:- 1-2 relevant people per company
- a 2-line email
- 2 steps62% positive reply rate. 10 meetings in a week.The campaigns that struggle usually look the opposite:- every title at every company
- long emails explaining every feature
- 6 follow-ups saying "bumping this"Volume hides the problem for a few weeks.
Then the domains get tired, the market gets tired, and the people you most wanted to reach have already said no.What we ask for instead:1️⃣ A smaller list, with a reason to contact each account
2️⃣ One clear problem we know we can solve
3️⃣ An offer concrete enough to answer in one lineYour TAM isn't infinite.
Every bad email spends a little of it.What would you cut first: the list, the copy, or the follow-ups?
Visual · Single imageTwo columns: "What founders ask for" (volume) vs "What worked" (1-2 people, 2 lines, 62%).Check before postingThe 62% campaign is from your October 20 post. Use your own words for the struggling campaigns, from what you really see.
The account tiering sheet we use on every clientLead magnet: give the framework away, see which founders ask. Modelled on Anushka Gupta's AI sales officer kit and the 2-score, 4-tier post.
Hook
Every new client starts with the same sheet: 2 scores, 4 tiers, one play for each.
Now it's yours 👇Last month I shared how we prioritize accounts the same way Clay does at $100M+ ARR.
The most common question: "Can I get the template?"So I turned it into a one-page sheet:1️⃣ Fit score
The 5 criteria we use to rate how close an account is to the ICP.2️⃣ Engagement score
The signals that count, and how much each one weighs.3️⃣ The 4 tiers
Tier 1 to Tier 4, and the line between each.4️⃣ The play for each tier
What sales does. What marketing does. When an account moves up.It's the same sheet we fill in during client kickoffs.
It takes about an hour for your own account list.Want it? Comment "TIERS" and I'll send it to you.
Visual · Single imageThe 2x2 grid itself (fit vs engagement), each quadrant labelled with its tier and its play.Check before postingBuild the sheet from the criteria you really use, and use your real kickoff time. Put your Netwarm Reveal link in the message you send, 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 sales leaders
Reactions show interest. A download shows intent. GTM engineers react to workflows 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 and outbound, these formats get the most requests:
Format 1The ready-to-use kit for sales leadersPrompts, modules or templates that turn a leader's own pipeline into decisions, framed around their job, not the builder's.
Format 2The agency's own systemThe stack and process the agency charges for, priced, then given away.
Format 3The playbook behind the resultsThe whole method in one document, with the volume or revenue that proves it on the first line.
Our pick for you: “The account tiering sheet”Built from the 2-score, 4-tier framework the agency CEO posted on 27 October, the workflow post with the highest share of founders and sales leaders: fit score, engagement score, the 4 tiers and the play for each. Offer it in post 5 for a comment. The 28 GTM workflows the agency CEO already shares are the right format for peers; the tiering sheet is the one for founders.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 now2 B2B founders and sales leaders · not contacted yetNetwarm
2 B2B founders and sales 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 Sarah, you've been reading my posts on account prioritization. Are you planning territories for 2027, or already done?Hi Tom, I saw you reacted to the GTM report breakdown. Want me to share what we're seeing in campaigns for companies at your stage?
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 that read a report or an event for the leader who sets the budget brought 2x the share of founders and sales leaders of outbound case studies: 14.9% against 6.8%. Give the decision framework, not only the stack, lead case studies with revenue, and keep one light post a week.
For this agency CEO, Friday and Monday brought the highest share of B2B founders and sales leaders (14.8% and 12.4%) and Thursday the lowest (7.6%).
This CEO posts about five times a week at noon London time. Five a week works when the posts that sell the work go out on the best days and the tool workflows fill the middle of the week.
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 16 posts published between 12 October and 2 November 2026 (the first 100 reactions on each), and sorted the 530 people by role. Duplicate posts and a post written by someone else were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by GTM engineers and outbound agency founders over the last 3 months. Role groups are approximate, and some founders sell to the same audience; a Netwarm scan matches people to your own ideal client.
