LinkedIn marketing: your people are the brand.
Buyers check the person before they answer the email. Executive positioning, thought leadership and sales team profiles, run as a program rather than as an occasional post.
● Start here
Tell us about the business.
It takes about a minute. It reaches the people who would do the work rather than a sales inbox, and if we are not the right fit for what you need we will say so.
Goes to hello@katama.io. No sequences, no newsletter, no list.
● Why LinkedIn matters more than it did
LinkedIn is where a B2B buyer checks whether you are credible before replying to anything.
It is also, per published analysis of AI search citations, one of the domains large language models lean on most heavily when answering questions about companies and people. Your executives’ profiles are now training material for how machines describe your company.
They do not decide against you. They just do not reply.
The profile nobody maintained.
The pattern is consistent. A prospect gets an email, is mildly interested, clicks the sender’s profile, and finds a headline that says the job title, an About section written in 2019, and no posts.
Nothing about that is a decision. The reply simply never arrives, and the reason never reaches your CRM.
ICP reach
Not total impressions. What proportion of the audience actually matches the target profile, which is the number that separates reach from noise.
Meanwhile the company page posts product announcements to an audience of employees and competitors, and the executives who could carry real reach post nothing, because posting feels like a personal risk with no clear return.
Published research on AI search citations puts LinkedIn among the most cited domains, alongside Reddit and YouTube, which adds a second reason to fix this that did not exist two years ago.
Outbound lift
Reply rates on sequences before and after the sender’s profile and presence were fixed.
What we run.
Profiles first, because they are one-time work with permanent effect and they gate everything else. A headline that states the problem you solve outperforms one that states your job title.
Then a content program for one or two executives, ghost-drafted from their actual views rather than invented for them. The point of view has to be theirs or it reads as marketing, and everyone can tell.
Sales team profiles matter too and are usually ignored entirely, even though those are the profiles prospects actually click after an outbound email.
● Included
- Executive profile optimization
- Headline and About section development
- Company page optimization
- Sales team profile rollout
- Thought leadership strategy and themes
- Ghost-drafted posts for executives
- Posting cadence and editorial calendar
- Deliberate engagement on target accounts
- ICP reach reported rather than raw impressions
- Reply rates measured before and after the profile work
How the work runs.
Fix the profiles
Executives first, then the sales team. Permanent improvements to the pages prospects check before they reply to anything.
Find the point of view
Interviews to extract what your executives actually think, including the things they believe that the market does not. Agreeable content gets no reach.
Publish on a cadence
Drafted for them, approved by them, published consistently. Two posts a week that they stand behind beats five they would not have written.
Engage deliberately
Comments on the right conversations, which is frequently higher return than posting and is almost always skipped.
What we report.
ICP reach
Not total impressions. What proportion of the audience actually matches the target profile, which is the number that separates reach from noise.
Inbound conversations
Replies, connection requests and meetings that originate from content rather than from outbound.
Outbound lift
Reply rates on sequences before and after the sender’s profile and presence were fixed.
Who this suits.
- Your buyers are demonstrably on LinkedIn
- At least one executive will commit to a cadence
- You are running outbound that profiles will support
- You have opinions the market might disagree with
- No executive will publish under their own name
- Every post needs legal and comms approval
- You want follower growth as the objective
- You expect ghost-written content with no input from the named person
Fair questions.
Do executives actually have to write the posts?
They have to supply the thinking, not the words. We interview, draft, and they approve or correct. Roughly thirty minutes a week from them. Skipping that step produces content that sounds like a brand account, which gets no reach and quietly damages their credibility.
Is this just posting?
No, and posting is the least valuable part. Profile work is one-time and permanent, engagement in other people’s comments often produces more qualified conversations than posting does, and the sales team rollout affects every outbound reply rate. Posting is the visible part, not the effective part.
How long before it produces anything?
Profile improvements affect outbound reply rates almost immediately, because they change what a prospect sees when they check. Content programs take three to six months to build enough consistent reach to generate inbound. We report both separately so the fast win is not used to imply the slow one arrived.
Works well with.
Demand generation
Executive thought leadership is one of the few demand channels that keeps working after the spend stops.
Read →Outbound & SDR
Every prospect who gets an outbound email checks the sender. That profile is part of the sequence.
Read →Brand & messaging
Executive positioning only works if it ladders to a company position that exists.
Read →