LinkedIn · 01 · B2B Campaign
The Marketer’s
Edge.
A LinkedIn strategy that positions HubSpot as the brand that makes marketers look like geniuses in the room — not just the CRM that sits underneath the work.
Client
HubSpot
Platform
Role
Social Strategy & Content
Format
Thought Leadership + Carousel
01
The Why
Marketers aren’t afraid of AI taking their tools. They’re afraid of becoming replaceable by them.
HubSpot’s LinkedIn feed reads like every other martech brand’s: feature drops, webinar invites, “here’s our Q3 report.” Useful, forgettable, and doing nothing to make the marketer sharing it look sharp in front of their own network.
The opportunity isn’t to sell HubSpot harder. It’s to hand marketers the receipts, frameworks and one-liners that make them the smartest person in their next meeting — with HubSpot quietly the reason why.
Category Insight
“The best B2B brand content doesn’t sound like a brand. It sounds like the smartest person on your team just sent you a Slack message.”
— working thesis for this campaign
02
The Strategy
Pillar 01
Borrowed Genius
Ghostwritten posts from HubSpot’s own strategists and customer marketers, framed as personal takes — not brand copy — so they earn organic reach on founder and practitioner feeds.
Pillar 02
The Receipts Format
A recurring carousel series showing the exact before/after of a real workflow: the messy spreadsheet, the HubSpot fix, the number that moved. Proof over promise.
Pillar 03
Steal This Template
Downloadable frameworks (lead-scoring models, campaign briefs) posted natively as swipeable carousels — gated nowhere, engineered purely to be saved and shared.
Pillar 04
Comment-Section Presence
An always-on engagement pod inside marketing and RevOps LinkedIn communities — showing up in threads with genuinely useful takes, not link-drops, to build organic share of voice.
03
The Mockups
04
The Rollout
Weeks 1–2
Ghostwriting workshops with 4 HubSpot strategists to bank first-month “Borrowed Genius” posts. Template library built for Steal This Template series.
Weeks 3–4
Launch Receipts carousel series; engagement pod live in 3 target RevOps/marketing LinkedIn groups.
Month 2 on
Weekly content, biweekly performance review with client, monthly pillar refresh based on save/comment data.
Team
Strategist (me) · 1 copywriter/ghostwriter liaison · 1 designer for carousels · Community lead for comment-section presence
Risk: if Borrowed Genius posts underperform on reach (ghostwritten content can read stiff), pivot to a founder-only voice test before scaling the pillar.
Paid Layer
Boost top-performing organic carousels to lookalike RevOps/marketing audiences once they clear a 3% save-rate threshold — organic proves the creative, paid scales it.
05
The Projected Impact
Modelled against category benchmarks for B2B SaaS thought-leadership content on LinkedIn — this is a speculative campaign, so figures below are directional targets, not reported results.
Benchmarked against category avg. LinkedIn engagement rates for B2B SaaS thought-leadership (0.5–0.8%) and carousel save rates (2–4%) — targets assume a 3x lift from gate-free, save-optimized formats.
3.4×
engagement rate vs. HubSpot’s current organic LinkedIn average
+58%
carousel saves, driven by the gate-free template series
22K
projected new marketer-persona followers over 6 months
14%
of engaged followers estimated to reach a demo request
One of three speculative campaigns I’ve built to show exactly how I think. Let’s talk about what this could look like for your team.
Let’s Talk →