6M+ Impressions in 6 Months: Here's my Linkedin Playbook for B2B Companies
And how I keep doing it
If the above image caught your attention, it means you like to think about your content like a scientist.
It’s one of the posts I’ve ghostwritten in the last 6 months and it crossed 2.6M impressions as you can see. I’ve written similar posts for myself and others which have, combined, landed me at 6M+ impressions this year alone.
How do I keep doing this?
Is there a method to my madness?
Well, yes … and no. I’ll let you decide. But for what it’s worth, today I will share with you my WHOLE Linkedin playbook. So buckle up.
Linkedin is top of funnel
For a long time, Linkedin gurus have framed Linkedin as the place where B2B conversations happen. Or, bottom of funnel in other words.
This gives people the false impression that they can pitch slap people and get away with it. That the only thing you have to do is post about your product/service and DM people.
If that approach is working out for you, then I need whatever you're smoking.
In 2025, this is Linkedin:
• Impressions trickle down over weeks, not days.
• Your content from weeks ago suddenly starts getting engagement.
• Your 'launch post' does not get traction on day 1 … or 2 … or 10. Maybe 15.
• Everyone's ignoring your DMs because they are all tired of being pitch-slapped
• Nothing you do seems to be working because you're still operating on the 2020 model (thanks, Justin Welsh — and yes, he hasn't updated his course).
So yeah, so much for 'transactional conversations'.
Does that mean Linkedin is useless? Far from it.
On the contrary, I'd say it's more useful than ever. Here's why:
Every search engine is going to start indexing social posts. Instagram has already began surfacing public posts from business pages. Linkedin is showing up in ChatGPT and Perplexity searches.
Every other social platform is also sucking hard right now, so you gotta make do.
Linkedin is still the only platform that all the decision makers have to open every once in a while at least.
There's a huge arbitrage right now that makes Linkedin the OBVIOUS choice. I'll share it with you in this guide.
Basically, forget about using Linkedin to drive revenue. Use it to drive 'awareness' which in turn drives revenue.
Sounds like a lot of work? Let's take a detour first.
What Actually Goes Viral on Linkedin in 2025
That post you saw in the image above was posted in January 2025.
We expected it to do 50K impressions, but it crossed to 2.6M+. Here's why:
It was the first post made from that account in a long time. Linkedin gives you an unexpected push if you've taken a break for longer than 3 months. It's not reliable however, but sometimes, especially for well-aged accounts who've never posted, it works.
The hook was everything: "After 10 years in software engineering, I'm quitting because of AI", spoke the fear that many people had. If you tap into something that people latently believe but are too afraid to voice, it always makes for a great hook.
It spoke to software engineers! and it pissed them off. They are one of the largest groups on Linkedin. If you incite them to engage with you, you are almost guaranteed impressions. Same goes for recruiters, job seekers etc.
The post actually offered a completely unique insight: "The utility of software engineers will go down overtime".
The Virality Formula That Actually Converts
See, that viral post didn’t just get impressions. It actually got us 30+ meetings too.
Why?
Because while the hook pissed off software engineers (the populous LinkedIn sector), the actual content spoke directly to GTM folks who need help with go-to-market strategy.
And that’s the key:
Offend the most populous sectors (job seekers, software engineers, recruiters etc.) and then lean into your actual target market.
That's the virality formula that WORKS to get meetings and leads.
Take this post I wrote that followed the exact same pattern:
The hook was guaranteed to trigger every software engineer on LinkedIn. They can't help but engage, whether to defend themselves or share war stories.
But the meat of the post was pure gold for GTM folks, startup advisors, and technical founders who've realized they need to learn marketing.
Engineers drove the initial engagement spike that got the algorithm's attention. But the actual leads came from the people who read past the controversy and found actionable insights about go-to-market strategy.
This is why most LinkedIn "viral" content fails to drive business results. They optimize for the wrong audience in both the hook AND the content.
The populous LinkedIn sectors that guarantee engagement:
Software engineers (largest professional group)
Job seekers (always active, always commenting)
Recruiters (professionally obligated to engage with career content)
Sales reps (will engage with anything that mentions "closing deals")
So you hook one of these groups with something mildly controversial, then immediately pivot to insights that matter to your actual ICP. Let the initial engagement boost carry your real message to the right people.
You're not trying to convert the engineers who got triggered by your hook. You're using their predictable engagement patterns to get your actual message in front of the CTOs, startup founders, and marketing leaders who can actually buy from you.
This is virality with purpose. And when organic reach is down 48% across the board, it might be the only virality worth pursuing.
What if you don't go viral?
It doesn't really matter. Because, consider these poss:
Here's the math:
If you can write quality content under 5 mins the cost is justified from an ad perspective cuz the same impressions will cost u a lot more. Those 9,705 impressions would've cost me $150-300 in LinkedIn ads.
But here's where most people stop thinking... What if your ENTIRE team could be posting with minimal effort?
Combine their impressions every day and that's like your entire company going viral everyday. Say 5 accounts getting 2k impressions per day, individually that's not good reach but combined that's 10k impressions which is almost viral.
How do you measure the ROI on your LinkedIn posts? Is it worth it?
I did the math and the answer is clear: it’s NOT worth it -- unless some things hold true. See the math in this post.
How to Convert Your Whole Team into Marketers (Including Engineers)
Remember that math from the previous section?
5 team members × 2,000 impressions each = 10,000 daily impressions
That's viral-level reach without anyone actually going viral.
But here's the question every founder asks me:
"How do I actually get my team to post consistently?"
Because let's be honest, most attempts at team activation fail spectacularly.
You send a Slack message: "Hey everyone, we should all be posting more on LinkedIn for the company." Three weeks later, nobody's posted anything except maybe the Head of Marketing.
I've seen this pattern dozens of times. Founders get excited about distributed content, they rally the team, everyone agrees it's a great idea... and then nothing happens.
There's a specific pattern that works though.
Just telling your CTO "post about technical stuff" doesn't work.
Your Head of Sales won't magically start sharing customer stories.
Your Product Manager isn't going to naturally break down feature decisions.
Why? Because "technical stuff," "customer stories," and "feature decisions" are too vague.
What works is giving each team member 3-5 specific content themes. Not topics. Themes.
Here's the difference:
Topic: "Customer success stories"
Theme: "Why customers choose us over [specific competitor] and the exact moment in the sales process they realize it"
Topic: "Technical challenges"
Theme: "The hidden costs of technical decisions that non-technical founders don't see coming"
Topic: "Product decisions"
Theme: "Features we said no to and why (even though users kept asking for them)"
See the difference? The theme gives them a specific angle, a clear audience, and inherent controversy that drives engagement.
Once you've assigned themes, you need three things working together:
Someone needs to regularly mine ideas from customer calls and support tickets, internal debates and decisions, industry news and competitor moves, product launches and technical challenges. This isn't random brainstorming. It's systematic extraction of the stories already happening in your business. Each team member has a different communication style. Your engineer doesn't write like your sales lead. Your founder doesn't sound like your customer success manager. But they all need to sound professional, on-brand, and engaging.
Someone needs to either train each person to write in their authentic voice for LinkedIn, or write content that matches each person's natural communication style. Even with themes and voice consistency, you need quality control.
Someone needs to review posts for accuracy and brand alignment, ensure timing doesn't create content conflicts, track performance and adjust themes based on what works.
Most companies try to make each team member responsible for all three things. That's why it fails.
Here's what actually happens when you try to implement this without proper systems:
Week 1: Everyone's excited, a few posts go out
Week 2: People start missing their posting schedule
Week 3: Only the natural communicators are still posting
Week 4: Back to just the founder posting occasionally
The problem is logistics, not motivation.
Your Head of Engineering has deep insights about technical debt and scaling challenges. But they don't have time to monitor industry news for content hooks, craft engaging LinkedIn posts, track which topics perform best, maintain a consistent posting schedule.
That's a part-time job disguised as "just post more."
The solution?
Assign the content creation and management to ONE person who becomes your team's content coordinator.
Their job: extract ideas from team meetings, customer calls, and industry events. Write posts in each team member's voice and style. Handle scheduling, approval workflows, and performance tracking. Ensure each person's content aligns with their expertise and role.
Everyone else just needs to share their insights and experiences when asked, review and approve posts written in their name, engage authentically with comments and responses.
This isn't ghostwriting in the traditional sense. It's systematic amplification of expertise that already exists in your team.
And when it works, the results compound fast.
Instead of one founder trying to carry your entire content strategy, you have five voices covering different aspects of your business. Each post reinforces your company's expertise from a different angle.
Your prospects start seeing your company everywhere - not because you're spamming, but because you're genuinely adding value from multiple perspectives.
The math is simple: five people each getting 2,000 impressions daily = 10,000 daily impressions for your company. That's viral-level reach with distributed effort.
But the execution is where most teams fall apart without the right system in place.
And if you need my help with this, feel free to DM me on Linkedin.
I’ve activated several teams before and know my way around setting up a successful team activation program.
See ya next time.