Explore all emails from Pierre Herubel

View this post on the web at https://pierreherubel.substack.com/p/5-storytelling-frameworks-to-attract Hello and welcome to this edition, Your brand narrative will have a direct impact on your content and marketing strategy. 5 Storytelling Frameworks to Attract B2B Buyers Storytelling: how to stop being a vanilla brand (and forgettable) 5 Storytelling frameworks to help you now Where and how to deploy your storytelling This edition will help you for your storytelling in a B2B company or personal brand context. 🔴 New live workshop [ https://substack.com/redirect/c0b19e09-f2b5-4501-8bb3-f2279773e32d?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] in my program on Thursday August 30! Learn to write (and deploy) your brand narrative to stand out from competitors and AI slop On Thursday August 30, I will give a 1-hour workshop on how to write your brand (or personal brand) narrative so you stand out from competitors and the AI slop. Write your origin backstory with my help Choose your enemy, point of view, and big idea Deploy your brand narrative across 10 channels → Join my program here to access the workshop and all my lessons [ https://substack.com/redirect/c0b19e09-f2b5-4501-8bb3-f2279773e32d?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Storytelling: how to stop being a vanilla brand (and forgettable) Let’s start with a simple definition: What is storytelling? Storytelling in B2B marketing is the use of a narrative to communicate a brand’s message, values, and offerings. Instead of just listing facts or product features, brands weave these details into a story, making the brand much easier to remember. What is a narrative in B2B? Let’s answer this question with 2 angles What a narrative is NOT: In B2B, storytelling doesn't necessarily mean deeply emotional and amazing experiences. Instead, it's about creating a logical thread that connects your origin, your solution, and your customer's problem into one coherent story. What a narrative IS: A narrative is the overarching story that explains why your brand exists, what you're fighting against, and how you help your customers win. It's the "red thread" that connects everything. Why do you need a narrative? Without a narrative, your audience will forget your features, IP, capabilities, and processes because they lack context. A narrative helps the audience to: Understand the context of your product and why it matters Remember what problem you solve and with what solution Position your brand among the competition (you stand out) Create enthusiasm around the solution with a aha! moment Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. 5 Storytelling frameworks to help you now The frameworks I’m sharing here can be applied to a personal brand or a company brand. That said, it’s always easier to use the founder to personify the story especially in early stage. 1. The origin story with the Freytag’s pyramid The Freytag’s pyramid will help you to pitch better by framing your business like a compelling story; showing the problem, the disruption, the journey, and the resolution. The Freytag’s pyramid structures your narrative around key phases: Exposition: What was the market like, and what did everyone accept as normal? Rising action: What problem kept getting worse, and why did the existing solutions keep failing? Climax: What is the product, and what insight made it the answer nobody had built? Falling action: What proof shows it works: results, customers, adoption? Denouement: What is the new standard the brand defends in the market today? Inside the Freytag’s pyramid, you build your “origin story” and your “solution in context” The origin story covers stages 1 and 2 of the pyramid: exposition and rising action. It explains the world before your product and the problem that made it necessary. → It answers: what was the market like, what did everyone accept as normal. The solution in context covers stages 3 to 5: climax, falling action, and denouement. It presents your product as the logical answer to the tension built before. → It answers: what insight led to the product, what proof shows it works, and what new standard the brand defends today. 2. The Pixar’s story framework (and the importance of causality) When writing your origin story, solution in context, and overall narrative, you can use the Pixar’s story framework to connect the dots: In this framework, you will notice one key element: the 'because of that' structure. It matters because it creates causality. Causality in storytelling is the principle that every event happens because of a previous event, and leads to the next one. And causality is crucial because it does 4 things for your story: It creates momentum. Each event pushes the next one forward, so the story pulls the reader instead of the reader pushing through it. It creates stakes. If actions have consequences, then choices matter. A character who acts without consequences is just decoration. It creates meaning. The reader learns something about how the world works: “because he ignored the warning, he lost everything.” Remove the “because” and the lesson disappears. It creates satisfaction. Endings feel good when they are the logical result of everything before them. Endings feel worthless when they arrive by coincidence. Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. 3. Your enemy (yes you have one) In my coaching and consulting gigs, my clients are often surprised when I start talking about antagonists or enemies: “Does it really matter?”, “I don’t think we have an enemy, we’re a B2B SaaS”. But choosing an enemy is a structuring part of your brand (or personal brand) narrative as it show what you’re fighting for. Let’s define it first: In storytelling, an enemy or antagonist is the main opposing force that creates conflict and stands in the way of the hero’s goals. The enemy is the practice, belief, or system you need to stand against. Here are the 4 criteria of a good enemy in storytelling, applied to B2B marketing: I can also give you some examples: Now obviously, looking back at the Freytag’s pyramid, the enemy comes in after the inciting incident, it triggers the whole narrative. Now you understand why it’s so important: no enemy, no narrative. 4. Your big idea or point of view Your solution should be more than a product, it should rely on an overarching idea that answers why it matters, how it helps, and what problem it solves. A "big idea" in marketing is the central, creative message that powers a brand or advertising campaign. This concept is widely known in the infoproduct sphere where you need to attach the course, coaching, or cohort to a central idea. Your big idea should have 3 components: Intellectual Hook: The angle that reframes how the buyer sees their problem. It sounds like a fresh insight, not a pitch. Primary Promise: The business outcome the buyer gets, stated in their language. Unique Method: The specific mechanism that makes the promise credible. This is your process, technology, or approach that competitors do not have. The 4 steps to find it: Know Your Audience: Decide exactly who you are talking to. Find the Tension: What is the biggest problem or frustration your customer has? Name the Problem or Idea: Give the tension a memorable label the market can repeat. Connect Your Solution: State clearly how your solution solves that problem in a way no one else is doing. 5. Sub stories to anchor the narrative into real life A narrative is not only about the big picture. We’ll believe it if it also comes from little anecdotes, metaphors, or cases that make it sound real and concrete in our day-to-day. Sub-stories happen during the entire journey You could tell sub stories on: Analogy that simplifies the concept Credibility story that proves it in the wild Counter-intuitive lesson that dissolves a common objection Mini case that shows a concrete result Bonus framework: South Park Storytelling Pattern In 2011 during a guest talk they gave to a screenwriting class at NYU's Tisch School of the Arts, Trey Parker and Matt Stone explained their storytelling rules. A short video clip of that session circulated widely online, and that clip is what made the "But / Therefore" rule famous. Here’s the explanation of the “But / Therefore” rule: Look at the beats of your story: If you can connect them with “and then”, your story is boring. Because “And then” is a list of events with no causality. This happens, and then this happens, and then this happens. Instead, to build tension and momentum, each beat should be connected by either “but” or “therefore”. Each “but” creates an open loop the reader wants to close. Each “therefore” rewards them with a logical payoff. The story pulls itself forward instead of just listing facts. The last question is: Where to deploy your brand narrative? → Join me next workshop 🔴 New live workshop [ https://substack.com/redirect/c0b19e09-f2b5-4501-8bb3-f2279773e32d?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] in my program on Thursday August 30! Learn to write (and deploy) your brand narrative to stand out from competitors and AI slop On Thursday August 30, I will give a 1-hour workshop on how to write your brand (or personal brand) narrative so you stand out from competitors and the AI slop. Write your origin backstory with my help Choose your enemy, point of view, and big idea Deploy your brand narrative across 10 channels → Join my program here to access the workshop and all my lessons [ https://substack.com/redirect/c0b19e09-f2b5-4501-8bb3-f2279773e32d?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Unsubscribe https://substack.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.S174SNeyj-O1FAJ-8ztwYSfp5_BIWcF80yWlXJV5CPg?

View this post on the web at https://pierreherubel.substack.com/p/the-shift-from-seo-to-social-content Every week, founders come to me with this problem: “We used to get a lot of leads from SEO, but it has drastically decreased in the past 3 months, what should we do?” They often add this: “We used to get 10 leads per week from SEO, now it’s more like 5 per month” “The SEO leadgen used to be predictable, but now it’s uneven” “We need an alternative, we’re thinking about content” So in this newsletter, I’m going to talk about: The shift from SEO to Social Content And more specifically: What’s happening with SEO?! The “great repurposing era” starts now How to maximize the ROI of your content with repurposing My B2B content ecosystem generated over $2M for my businesses: learn to build your own in my program [ https://substack.com/redirect/36f46fea-0e59-4a3d-a7a5-fa57495e1f3f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]. You might have tried B2B content, juggling bursts of motivation, AI content, and copied viral templates. But you haven’t found a long-term strategy that grows your brand and revenue. Build your entire content-to-revenue system with my flagship program: 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine. → Build your content system and get direct feedback from me [ https://substack.com/redirect/36f46fea-0e59-4a3d-a7a5-fa57495e1f3f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 1/ What’s happening with SEO?! Disclaimer: this is not an anti SEO newsletter. I still think it’s a good strategy, especially if you have an SEO + AEO strategy for the long term. Social media, communities, and content platforms progressively became B2B buying hubs in the past 6 years. I wrote about this in Nov 08, 2023 in my “B2B Marketing Playbook” before the AI marketing madness. Therefore, even before AI, people were consuming less and less blog content as they preferred asking peers in communities or on social media. This was accentuated during Covid with online communities and webinars. AI overviews completely disrupted how people search for information on Google People now use AI overviews to get fast answers instead of browsing your websites. Google AI Overviews now show up in nearly 55% [ https://substack.com/redirect/35151b70-8fa7-4b7f-b86e-c58489c9237c?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] of all Google searches, becoming a common part of everyday browsing. Ranking #1 on Google Now Delivers 58% fewer clicks than it used to (Gravitate Analysis Finds) I really love this tweet from Greg Isenberg that describes this major shift well: GenAI now plays a major role in how B2B buyers research their topics of interest Today, 89% of B2B buyers rely on GenAI tools like ChatGPT, Gemini, and Perplexity across all stages of their purchasing journey. Personally, I use Claude to search for potential tools that match my workflows or exact context, it’s like a B2B personal shopper that knows everything about my business. You have two ways to react to this situation: Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. 2/ The “great repurposing era” starts now We're entering a new era in B2B Marketing that I'm calling "the great repurposing". All the investment made in SEO in the past 20 years will be repurposed into other types of content. B2B businesses that have built a website content hub typically sit on a goldmine. → “We used to get a lot of leads from SEO, but it has drastically decreased in the past 3 months, what should we do?” I always answer with a more optimistic approach: they already have all the resources ready to repurpose into social content. Case studies that can become carousels TOFU articles that make great long-form videos Stats and facts that can feed thought leadership Industry reports that can be turned into a dozen infographics. In other words, they already have the foundations for a strong content engine. Here is the SEO content that can be repurposed: The bottom line: if you’ve built a strong content hub, you’re starting your social content strategy with great foundations. They have the foundations for a strong content engine, if they repurpose correctly. So when it comes to content creation, the path forward is clear. First, turn the entire content hub into a searchable AI knowledge center. Then, create a repurposing factory with a content strategist, a copywriter, and a designer. Finally, build the internal function and discipline to ship zero-click content, gated content, and sales-enablement content every week. Turn their entire content hub into a searchable AI knowledge center. Create a repurposing factory with a content strategist, a copywriter, and a designer. Build an internal function and discipline to ship zero-click content, gated content, and sales-enablement content weekly. Here is the type of content that can be repurposed from SEO: If you need help to ideate LinkedIn content, watch my newest video: Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. 3/ How to maximize the ROI of your content with repurposing Your content hub is full of assets that can each produce 5 to 10 new pieces of content. The only thing missing is a weekly process that turns them into social content, and here is how I set it up: Install your repurposing workflows Absorb your entire content hub and turn it into a knowledge center Map your knowledge, create an index, identify your main assets Install your repurposing workflows (examples below) Start repurposing Install your repurposing workflows (5 examples) These workflows are the core of what I call a repurposing factory. Each one takes an asset you already own and converts it into a format your audience actually consumes. You don’t need all five from day one. Pick the two that match your strongest existing assets, run them weekly for a month, then add the next one. Repurposing workflow 1 - Case study → Carousel Case studies are your strongest proof, but most buyers never read them. A carousel turns the full story into a swipeable format. Repurposing workflow 2 - Report → Infographic An infographic extracts the 3 to 5 most surprising data points and makes them visual. It is the fastest way to give a second life to research your team spent weeks producing. Repurposing workflow 3 - TOFU Article → YouTube Video A top-of-funnel article already contains the structure of a good video: a problem, a promise, and steps. Instead of writing a script from scratch, you record the article's outline on camera. Repurposing workflow 4 - Statistics → Thought leadership posts A thought leadership post starts with the stat, then adds your interpretation: what it means, why it happens, and what to do about it. Repurposing workflow 5 - Q&As → Short video Every question from sales calls, comments, or webinars is a ready-made video topic. Answer one question per video in under 60 seconds. Start with the first step this week: absorb your content hub into a knowledge center and build the index. That single afternoon of work unlocks every workflow in this newsletter. The businesses that built content hubs over the past 20 years are sitting on their next 3 years of social content. Learn and apply my entire repurposing process in my program [ https://substack.com/redirect/36f46fea-0e59-4a3d-a7a5-fa57495e1f3f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] You’ll get the full system I use to turn one validated idea into an entire content ecosystem across LinkedIn, Substack, YouTube, Shorts, and guides. → Build your content system and get direct feedback from me [ https://substack.com/redirect/36f46fea-0e59-4a3d-a7a5-fa57495e1f3f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.CkQhA_ldILxcbnkygBurT9XMamOQizAGiC8MfvBCBMI?

View this post on the web at https://pierreherubel.substack.com/p/how-to-build-a-predictable-growth Hey and welcome to this edition, Today I want to talk about one of my favorite topics: How to Build a Self-Running B2B Growth Engine Why is it one of my favorites? Because I love building systems and I created a solid one for my agency. It helped us to add $1M of ARR in 12 months. I’ll especially talk about 3 topics: Work on the system, and the system will work for you Great content for brand authority and pertinent outreach for sales What role can AI play in this growth system? 🎉 I'm introducing our new offer! 60-Day Sprint to Install your GTM and Content Engine Over 60 days, we’ll install the exact same system we used to add $1M ARR in 12 months. At the end of the sprint, you own the system and we train you to operate it, or we plug an operator to handle it for you. ➡️ Learn more about the GTM Sprint here [ https://substack.com/redirect/435436f6-55fe-4282-8cc3-f36b110642c4?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 1. Work on the system, and the system will work for you The difference between a solid marketer and a junior one is that the latest focuses on individual tasks one by one. But the real power of marketing happens when you build an interconnected system that connects plays together. That’s the difference between random acts and a system: Doing random acts of marketing instead of having a system leads to 3 problems: Problem 1: Your customer data lives in silos. You don’t know what performed or what customers are interested to buy now, you have to do archeology. Problem 2: Nothing moves unless someone pushes it. The pipeline only moves when a human is motivated. Problem 3: You can’t answer the money questions. You don’t have a clear view of your cost to acquire a lead or acquire a customer. Notice how these 3 problems feed each other: siloed data creates manual work, and manual work makes the money questions impossible to answer. Your system should be able to answer the MONEY questions: How much does it cost to book one qualified call? How much does it cost to acquire one customer? (CAC) What is the sales cycle length? And the closing rate? Per segment? A B2B growth engine is an interconnected system that turns your expertise into pipeline, on repeat, without depending on one person pushing every day. At ContentPath, we’ve installed over 40 GTM and content systems. I’ve identified 3 rules to create a growth system that works for you. Rule 1: You first work IN the system, and then work ON the system. Rule 2: Your system needs to have knowledge (and that’s where AI comes in). Rule 3: Your system has to follow best practices and focus on what matters. Regarding rule 3, I love this quote from an interview with Elon Musk on the tarmac of a SpaceX rocket: “The most common error of a smart engineer is to optimize something that shouldn’t exist.” The truth is that I see A LOT of founders adding complex funnel steps, tools, or hacks that shouldn’t exist in the first place. I’m here to help you build the features that matter. Each part is connected to the other to create an holistic growth engine. ➡️ Watch this video to learn everything about our system [ https://substack.com/redirect/435436f6-55fe-4282-8cc3-f36b110642c4?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 2. Great content for brand authority and pertinent outreach for sales (2 sides system) My rule of thumb: always stay pertinent along the whole process. Don’t fall into the false debate of inbound vs outbound. That’s a false debate that only leads to reduced performance and higher customer acquisition cost. And if you follow me for some time now, you know my pragmatic approach to marketing: do more of what works. So if I had to answer the question “how to grow a B2B business in 2026?”, I’d say: build an engine that allows your to ship content and warm outreach to feed your funnels and offers. The content engine I started posting content in January 2022 and never stopped since then. My content engine has fueled 3 companies so far (one agency sold in 2023, one course business, and one new business launched in 2025). Over 4 years, this engine generated over 60,000,000 impressions. Could I have done it without a proper content engine? Absolutely not! When it comes to content, here’s what a system allows you to do: Publish consistently without depending on daily motivation or inspiration Never start from a blank page (ideas come from your knowledge center, not your mood) Know exactly which topics and formats perform, so you double down on winners Turn one winning insight into 15 assets across channels with repurposing But, you cannot only build a content engine, publish, and wait for leads. The warm outbound engine I started doing warm outreach in March 2022 and never stopped since then. It allowed me to convert the impressions, likes, profile visits into real deals. I’ve created a complete content-to-revenue model based on 4 years of iteration. When it comes to warm outreach, here’s what a system allows you to do: Identify the warmest prospect to contact (to increase your chance of success) Collect intent signals to inform your strategy and trigger workflows Draft personalised sequences automatically based on intent type and prospects information Follow up at the right time with the right information, on the right topic (instead of “just bumping this up”) The truth is that most B2B businesses focus on cold audiences because they lack the system: 3. What role can AI play in this system? Spoiler: the back end and execution layer, but not the creative engine I remember in 2023, most marketers jumped on AI to automate the ‘creativity’ layer of marketing. This created a huge flood of commodity content online (blogs, videos, social posts, comments). But the real impactful use case is on the research, data and back end operations tasks where AI saves marketers hundreds of hours. So I’m going to explain here how we use AI as an enabler in our GTM system: (If you work with us during the 60-day Sprint, we’ll build this for you. [ https://substack.com/redirect/435436f6-55fe-4282-8cc3-f36b110642c4?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]) → Role 1: Build a knowledge center that becomes the brain of the company Why: AI is only as good as what it knows about your business. So we store your unique insights in one searchable database: call transcripts, frameworks, customer questions, and past content that performed. Results: For one client, we turned their calls and docs into a 20+ document knowledge center. Every post, email, and landing page now pulls from THEIR expertise. That’s the difference between AI slop and content only you could write. → Role 2: Collect engagement, score ICP-fit leads, prioritize based on intent Why: Every post generates hundreds of engagers, and no human can review them all. AI collects them, scores them against your ICP, and ranks them by intent: repeated engagement on one topic beats one random like. Results: Your team wakes up to a prioritized list of warm leads, with the topic they engaged with as the angle for the DM or email. That’s how content engagement turns into discovery calls. → Role 3: Work on content ideation and repurposing based on the knowledge center Why: Ideation, not creation. AI removes the blank page: it mines your knowledge center for ideas mapped to your pillars, then repurposes one winning insight into a LinkedIn post → newsletter section → carousel → short video. Results: One insight becomes 4-5 assets, and you stay the creative director. That’s how I’ve posted daily since January 2022 without burning out. Work with me and my team during a 60-Day Sprint to Install your GTM and Content Engine Most founders spend 12 months duct-taping tools and tactics that never connect. We compress that into 60 days: offer, content, knowledge center, and warm outbound installed as one system. It’s the exact engine we used to add $1M ARR in 12 months. At the end, you own it, and we train you to operate it (or plug in an operator for you). ➡️ Watch this video to learn everything about our system [ https://substack.com/redirect/435436f6-55fe-4282-8cc3-f36b110642c4?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9waWVycmVoZXJ1YmVsLnN1YnN0YWNrLmNvbS9hY3Rpb24vZGlzYWJsZV9lbWFpbD90b2tlbj1leUoxYzJWeVgybGtJam8wTWpZMU1UVXdOREFzSW5CdmMzUmZhV1FpT2pJd05UY3hORFF4TVN3aWFXRjBJam94Tnpnek5USXpPVGszTENKbGVIQWlPakU0TVRVd05UazVPVGNzSW1semN5STZJbkIxWWkwMk9EYzFNemtpTENKemRXSWlPaUprYVhOaFlteGxYMlZ0WVdsc0luMC52MGh5SGl6eVNCdWJScEVON0xmel9sXzNYRDBZbkJUekFVWC03N0VGZTA0IiwicCI6MjA1NzE0NDExLCJzIjo2ODc1MzksImYiOnRydWUsInUiOjQyNjUxNTA0MCwiaWF0IjoxNzgzNTIzOTk3LCJleHAiOjIwOTkwOTk5OTcsImlzcyI6InB1Yi0wIiwic3ViIjoibGluay1yZWRpcmVjdCJ9.p5WUOrJuOg4tkGb8dHsJRHUt-7R9-rq_RLkgcrFsr6c?

View this post on the web at https://pierreherubel.substack.com/p/my-honest-opinion-about-personal In this edition, I’m going to give you my honest opinion on personal branding. This newsletter is not an essay against personal brand. I just want to reframe what a B2B personal brand CAN BE and how you can lead with expertise rather than personality. Because personal branding doesn’t necessarily mean publishing photos of you with an inspirational caption. It can also be a way to associate your name with an expertise. And if you’re a B2B expert that DOESN’T want to lead with personality content, there are high chances that this is exactly what you need. So here’s what I’m going to talk about in detail: Premise: what I think about personal branding What I think about CEOs who refuse to build a personal brand How to lead your personal brand with expertise, not personality How to compete in a red ocean of expertise My B2B content ecosystem generated over $2M for my businesses: learn to build your own in my program [ https://substack.com/redirect/d609e8a4-213a-45f3-aced-1428db586fe0?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]. You might have tried B2B content, juggling bursts of motivation, AI content, and copied viral templates. But you didn't find a long-term strategy that grows your brand and revenue. Build your entire content-to-revenue system with my flagship program: 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine. → Build your content system and get direct feedback from me [ https://substack.com/redirect/d609e8a4-213a-45f3-aced-1428db586fe0?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 1/Premise: what I think about personal branding It’s a great revenue channel but it’s not as easy as what most people say. Let’s start with my definition of personal brand in B2B: Personal branding is the deliberate, strategic practice of defining and expressing your positioning to the public. It is how you manage your reputation, turning your professional identity into an asset that builds trust, influence, and authority in your field. Here’s an example with Anthony Pierri and Rob Kaminski: Now here’s what I think about personal brands: 1. Personal brands are a solid revenue channel Some people still doubt that they drive revenue. Yet, I can attribute at least $500K to this channel in my previous business. A personal brand well positioned in an industry builds awareness, engagement, authority, and trust which compound into revenue. 2. Personal brands are faster to build than company brands It’s hard to build a company brand, you need years. Personal brands are faster to build as people can quickly relate emotionally. That’s because our brains are wired to sympathise with other humans who look like us. 3. It’s not as easy as it seems to build one You need the right level of experimentation, authenticity, and industry expertise to grow a personal brand. You also need hard skills like copywriting, public speaking, video editing, and above all the art of grabbing attention. 4. The revenue potential depends on the positioning A personal brand positioned on a niche topic such as AI automation has higher revenue potential than a topic like remote work. Because it’s easier to link it to an offer, a product, or sponsorship opportunities. 2/What I think about CEOs who refuse to publish content in their name Breaking down this logical error Let’s address another problem I see a lot: CEOs who refuse to publish in their name. I’m always amazed when they say: “I don’t want to show my photos in my social posts.” In my opinion, it’s a breach of duty. Let’s run a logical flow to analyze this error. Premise 1: As a CEO, your role is to represent the company publicly, grow the top line revenue, and show the vision to attract and retain talent. This is commonly accepted. Premise 2: Social media platforms are now buying hubs. They work like a giant, always-on B2B conference. Buyers educate themselves and make decisions there. This is also widely accepted. Therefore if: The CEO’s role is to attract opportunities And a lot of opportunities are now online As a CEO, it’s your role to appear publicly where the opportunities are. The objections I hear the most are: Objection 1: “It’s creepy, I don’t want to look like a maniac.” What it really means: the CEO is afraid of judgment from his peers. He imagines other executives laughing at his posts. In reality, half of them only care for a few seconds, and the other half wish they had started too. Objection 2: “The company should be the brand, not me.” What it really means: the CEO is not ready to associate his image with the company. He keeps a distance in case things go wrong. But buyers trust faces over logos, so this distance has a direct cost in revenue. Objection 3: “I don’t have time for this.” What it really means: the CEO does not see content as revenue work. He treats it like a marketing hobby. But content is now a central piece of what fills the pipeline today, so every week of silence has a direct cost in revenue. 3/How to lead your personal brand with expertise, not personality First of all, I’m not saying leading your personal brand with your personality is a bad approach. I’m saying it’s an approach I don’t want to use and I know a lot of B2B experts don’t want to use this approach either. What is really expertise? The word expertise comes from the French word expertise (meaning “expert skill”), which traces its roots to the Latin expertus (the past participle of experiri, meaning “to try” or “to test”). At its core, “expertise” literally means knowledge or skill gained through personal trial, testing, or experience. So expertise is different than knowledge, it implies: You earned it by doing, not by reading. Expertise is what is left after you tried, failed, and adjusted in the real world. It carries proof. Behind it sit real experiments and results, so you can show patterns and outcomes, not just repeat a theory. It is yours and cannot be copied. Because it comes from your specific trials, it produces a point of view no one else has. It includes judgment. You know what works, what breaks, and when, because you have been wrong before so you can own a point of view. That is what makes content with expertise unique, and content with only knowledge generic. But because you’re competing with photos, stories, and entertainment, you need to make your content easy to digest and visually pleasing. 4/How to compete in a red ocean of expertise You won’t be able to compete with pure knowledge against AI If creating content is extremely easy, then your content strategy should be uncopiable to differentiate yourself. Your end goal is not to be unique, it’s to help your audience. But you need to be different enough to attract attention in the first place. Differentiate your content on 3 levels You can differentiate on three levels, and the goal is to combine them: unique insights + unique point of view + unique formatting. It’s differentiation 101. Proprietary insights (your experiments, client data, case studies) make you a rare source A signature POV makes you a thought leader that adds interesting analysis to the public debate Distinctive design/copy/video makes you pleasant to follow. Your proprietary insights should come primarily from lived experiences: De-commoditize yourself The first step to avoid being a commodity in a red ocean is to understand what is a commodity. Let’s first find a proper definition: The defining feature of a commodity is that it is interchangeable (fungible) with other goods of the same type, meaning buyers view them as identical regardless of who produced them. So everytime you have a content idea, ask yourself: Could a competitor publish this exact same content without changing a word? Does this idea come from my own experience, data, or client work, or could anyone find it on Google? If I removed my name from this post, would my audience still know it’s me? Connect your expertise to lived professional experiences I see a lot of personal brands with a strong experience focusing their content on the surface level of their expertise. They don’t go to the core and link to their experience. Specific decisions they made and the reasoning behind them, including the option they rejected and why Mistakes they made and what it taught them, told with the real stakes attached, not a sanitized “lessons learned” A specific client, project, or campaign named in detail (anonymized if needed), walked through from problem to outcome Disagreements they had with a boss, client, or industry norm, and how it played out Here are 3 rules you can follow for this: Rule 1: Share all your content from your unique perspective Rule 2: Develop a signature point of view grounded in real experimentation Rule 3: Share what’s happening in your business (build in public) My final answer: YES, you should build an expert-led personal brand Start attracting your ideal clients with your content ecosystem: learn all my strategies that generated $2M for my businesses Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here [ https://substack.com/redirect/d609e8a4-213a-45f3-aced-1428db586fe0?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.sQSEz-QlUnCDQf9VODfjpCATft8DVOaE_IQG4aeHvF8?

View this post on the web at https://pierreherubel.substack.com/p/the-955-playbook-for-linkedin-growth Hey welcome to this edition! The 95/5 B2B playbook is now a classic in B2B Marketing. But it can be a bit too theoretical when it comes to your day to day. So in this edition I’ll share how to use the 95/5 Playbook for LinkedIn Growth And more, specifically I will: Break down the 95/5 playbook visually to make it crystal clear Show you the content to create for the 95% passive buyers Present the motions to distribute it based on your team Help you turn content signals into warm outbound for the 5%. Last day to join the LinkedIn Signature Content Masterclass [ https://substack.com/redirect/b189e1e3-97f2-4622-a105-442ab3b3ff62?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]! 4 live masterclasses to update your LinkedIn content strategy and create signature content Learn to create signature LinkedIn content (not AI slop) that positions you as an authority. Join me and 300 B2B experts for 4 live masterclasses over the course of 2 weeks: Masterclass 1: The new LinkedIn algorithm rules (and how to adapt) Masterclass 2: The best-performing content formats Masterclass 3: The LinkedIn planning and creation workflow Masterclass 4: How to sell on LinkedIn in 2026 After each session, you’ll get the edited recording, recap in a PDF, and an actionable checklist. Let’s jump into today’s edition! The 95/5 B2B Marketing Playbook The 95/5 Playbook is a framework for organizing B2B marketing around a simple truth: at any given moment, only about 5% of your target market is actively in buying mode, while the other 95% are not ready to purchase. That said, they are still in “learning mode” and keeping up with their industry. As a marketer (or founder), you need to take advantage of this situation by splitting your efforts into two synchronized motions: one that builds trust with the passive majority, and one that captures and converts the active minority. Build demand for passive buyers (~95%): Use zero-click content (thought leadership, podcasts, long-form video) for discovery, and gated content (webinars, communities, industry reports) for deeper expertise. ~99% of your volume is zero-click; the 1% gated must be excellent. Capture demand for active buyers (~5%): Use conversion content (case studies, white papers, solution demos) to turn audience into leads, and warm outbound (signal-led emails, ABM, daily social selling) to start conversations before they go elsewhere. The two motions stay in sync, and everything ultimately funnels toward an optimized website, an active sales process, and a high-converting front-end offer. How to apply the 95/5 Playbook on LinkedIn 1. Create the right type of content for the 95% B2B brands doing content in 2026 fail in one of two opposite ways: they either make content too dense and academic for social feeds (better suited to a blog or white paper), or they dumb it down into broad stories that lack the depth, POV, and actionable insight professionals actually want. You need to organize content around one topic across three levels of complexity: Level 1 - Accessible: Simple, clear, relatable content anyone in your field can grasp instantly. Level 2 - Intermediate: More layered systems and tactics for readers ready to go deeper. Level 3 - Advanced: Complex, proprietary frameworks and playbooks for a trusting audience. Here are the 3 levels in an infographic: 2. Distribute the content on LinkedIn with the right motions One of the biggest content decisions you’ll make in 2026 is which content motion to build around. That single choice shapes your formats, workflows, planning, and budget. Each motion comes with its own bottleneck you'll have to solve. There are four to choose from, and they can be stacked as you grow: Founder-led: Your founder publishes everything (thought leadership, podcast, expert videos) and drives traffic to your offers. Bottleneck: extracting insights from the founder. Team-led: A team of 5+ publishes across channels for a network effect (short videos, thought leadership, collab content). Bottleneck: organizing a team content factory. Brand-led: You communicate as a company through brand channels (educational newsletter, case studies, expert videos). Bottleneck: creating formats engaging enough to break through. Community-led: Your users create content for you (user content, collabs, live chats). Bottleneck: your product has to be good enough that people want to talk about it. You can also combine motions for compounding effects: founder + brand for thought leadership, brand + team for brand influence, team + community for network effects. The natural path for an early-stage B2B company is to start founder-led, add brand-led, then layer in team-led. 3. Connect content signals to your outbound system for the 5% Assuming content alone will generate leads is one of the most expensive mistakes. Warm outbound is what converts attention into 1:1 conversations and pipeline. So you should not wait for inbound to do the work. Rule 1: Let content generate the signals first. You only reach out to prospects who already engaged, so the message have more chance to land warm instead of getting ignored. Zero-click content (podcasts, videos, thought leadership) produces social signals such asprofile visits, engagement, shares. Gated content (webinars, reports, case studies) produces identified intent such as email signups, downloads, registrations. Rule 2: Match the outreach to what they engaged with. The signal tells you two things: who is paying attention and what they care about. Use both and adapt your outreach to the level of intent: High-intent signals (gated downloads, webinar registrations, pricing or product page visits) get a direct message that references the exact resource and offers a next step, like a call or a relevant case study. Low-intent signals (likes, comments, profile visits) get a softer touch first. Reply to their comment, start a conversation, or share a second piece of content before you pitch anything. The rule is simple: the warmer and more specific the signal, the more direct your outreach. Map your messages to the signal instead of sending everyone the same sequence. Alright, that’s how you can use the 95/5 playbook inside LinkedIn! Join me and 300 B2B experts for 4 LinkedIn live masterclasses over the course of 2 weeks You get a complete update on what works on LinkedIn in 2026: 4 live masterclasses with me on GMeet (June 18, 23, 25, 30 at 2pm CEST / 8am ET) Lifetime access to the full Content First System course (7 modules, 70+ video lessons) The 2026 LinkedIn Algorithm Checklist The 36 Signature format templates The AI Slop vs Signature Swipe File (20+ side-by-side comparisons) The Notion content planning dashboard The Social Selling DM Playbook Private Skool community access [Click here to join the Signature LinkedIn Masterclass 2026] [ https://substack.com/redirect/b189e1e3-97f2-4622-a105-442ab3b3ff62?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.oz72PKPtxOg4szArH1NcbLiowR9y-KFFSXr_y3R_1r4?

View this post on the web at https://pierreherubel.substack.com/p/launch-day-signature-linkedin-content 🎉 Today I’m launching my LinkedIn signature content masterclass! [ https://substack.com/redirect/174dc4b0-c68e-46e1-b6f8-78acf9c5876e?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] LinkedIn has drastically shifted in the past 6 months. Shift #1: The market is flooded with AI content Shift #2: We’re facing massive content fatigue Shift #3: It’s getting harder to sell on LinkedIn Let’s face it, LinkedIn content is a red ocean (especially with new accounts). Yet, the B2B founders who adapt to the new rules are getting more inbound leads than ever. I’ve analyzed my students’ and agency clients content to uncover what is winning on LinkedIn in 2026. Join me and 300 B2B experts for 4 live masterclasses over the course of 2 weeks: Masterclass 1: The new LinkedIn algorithm rules (and how to adapt) Masterclass 2: The best-performing content formats Masterclass 3: The LinkedIn planning and creation workflow Masterclass 4: How to sell on LinkedIn in 2026 The masterclasses will be on 18, 23, 25, 30 June at 2PM Central European Time. After each session, you’ll get the edited recording, recap in a PDF, and an actionable checklist: Here is the breakdown of everything you’re going to learn; Masterclass 1: The new LinkedIn algorithm rules (and how to adapt) In this 1st masterclass, I will present all my learnings on what’s actually working right now. Everything is based on all my posts and my agency clients’ posts (over 500 posts per month). During this masterclass, I will answer your most pressing questions: How to optimize your profile the right way? How to adapt your content strategy? What publishing frequency to use? What key metrics to optimize for? How to truly know what your audience want? At the end of the masterclass, you get the new LinkedIn strategy checklist. Masterclass 2: The best-performing content formats This second session goes deep on formats. I’ll break down which posts drive the most impressions and leads in 2026, and which formats are quietly dying. Every format I share is backed by real performance data. During this masterclass, I will help you choose the right formats: What formats are driving the most impressions right now? What formats are dead in 2026? How to design a high-performing B2B carousel? How to use video on LinkedIn without producing video? What is the best format for generating inbound leads? At the end of the masterclass, you get the 36 Signature format templates (carousels, infographics, and post structures). You’ll learn to become visible with visual signature content: Masterclass 3: The LinkedIn planning and creation workflow In this 3rd masterclass, I will walk you through the exact workflow I use to plan and create content every week. This is the system behind my 170k followers and the 500+ posts my agency publishes for clients every month. During this masterclass, I will answer your most pressing questions: How to find content ideas without staring at a blank page? What is the best weekly planning system? How to write a high-quality post in 30 minutes? How to use AI without falling into the AI Slop trap? What tools to use for planning, writing, and scheduling? At the end of the masterclass, you get the Notion content planning dashboard. Masterclass 4: How to sell on LinkedIn in 2026 In this 4th masterclass, I will show you how to turn impressions into actual revenue. This is the social selling system I use to drive inbound leads from LinkedIn, the same one I’ve taught 500+ students. During this masterclass, I will answer your most pressing questions: How to turn LinkedIn impressions into qualified inbound leads? What CTAs actually convert in 2026? How to write a launch post that drives sales? How to DM prospects without being salesy? What to do when someone engages with your content? At the end of the masterclass, you get the social selling DM playbook. Recap: Everything you get by joining now: You get a complete update on what works on LinkedIn in 2026: 4 live masterclasses with me on GMeet (June 18, 23, 25, 30 at 2pm CEST / 8am ET) Lifetime access to the full Content First System course (7 modules, 70+ video lessons) The 2026 LinkedIn Algorithm Checklist The 36 Signature format templates The AI Slop vs Signature Swipe File (20+ side-by-side comparisons) The Notion content planning dashboard The Social Selling DM Playbook Private Skool community access For the first 25 people who join, you also get a 1:1 LinkedIn audit from me ($500 value). Cart closes Wednesday June 17 at midnight CEST. After that, the 4 live workshops are gone for this round. [Click here to join the Signature LinkedIn Masterclass 2026] [ https://substack.com/redirect/174dc4b0-c68e-46e1-b6f8-78acf9c5876e?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] See you on the inside, Pierre Herubel Unsubscribe https://substack.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.cnZS7PASRExY2Jkx2zinZfk6S3GJ8K6v79YCC6zAkv4?

View this post on the web at https://pierreherubel.substack.com/p/how-to-influence-buyers-with-linkedin Hey, welcome to this edition! If you’re trying to close B2B deals, you need to go from “seller only” to actually influencing deals with your content. So in this edition, I’ll help you on: How to influence buyers with LinkedIn content Why your buyers are influenced by “external voices” How your LinkedIn content can help you become one What formats and types of content you should use This edition is sponsored by Next Market Live by Weglot Free event [ https://substack.com/redirect/1e9f811a-19b7-4425-8e45-943aba82d7ed?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]: How to win in the UK, from marketers who’ve actually done it Next Market Live by Weglot [ https://substack.com/redirect/1e9f811a-19b7-4425-8e45-943aba82d7ed?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] is a free half-day event on 16 June 2026 dedicated to international expansion (in Paris and online). Learn practical tactics from operators and leaders who’ve successfully entered the UK market. There will be 2 talks: Talk #1 - The UK Market Reality: Entering a Tier-1, Highly Competitive Market Talk #2 - Winning in the UK: From First Traction to Sustainable Growth Expect to learn from real stories from 10 speakers who’ve entered and grown in the UK. Let’s jump into this edition! 1. Context: your buyers are influenced by “external voices” External voices have a growing influence on buying committees. Each member of the committee has their own source of insights. Podcasts, communities, thought leaders, online trends: "I heard in this podcast that we should do this" "I follow this expert, they say we should not do it" "I participated in a webinar saying this tool is important" And they trust those sources more than sales reps. Now what does it mean for your marketing strategy? The solution is to be one of those “external voices”. In a nutshell, go from only being "the seller" to "the voice worth following." 2. How your LinkedIn content can help you become a trusted voice in the industry Once you understand that being “just the seller” is no longer the best position in 2026, you start thinking about creating educational content in your industry. And for that, LinkedIn is the best channel. You need to see it as a giant conference where you can speak on stage (content), network with people (comments), and have 1:1 meetings (DMs). So in this part, I’ll show you how LinkedIn content can help you influence buyers. A. Define the media category you’ll play in Buyers get their insights from sources of all sizes. They can read Forbes, follow influencers with 1M followers, and listen to niche podcast episodes with only 5,000 views. They’re looking for different types of insights from different types of sources. Once you understand this reality, you can take advantage of it. Because you cannot get Forbes influence but you can provide niche expert insights. Defining your category is a bit like positioning. You need to answer: Who are you trying to influence exactly? What specific topic or problem do you want to be known for? What unique insights and perspective do you bring to that topic? Why should people listen to you instead of the dozens of other voices in the market? Answering these questions helps you define the media category you’ll own in your audience’s mind and gives your content a clear direction. Map your media category against other contributors Create a quadrant map using two axes, then position other contributors (brands and personal brands) within it and see where you land. This gives you a good indication of how to shape your positioning and highlight your uniqueness. B. Analyze your buyers to define your content strategy A wrong way to approach content strategy is to head directly to AI and to brainstorm based on your ideas. Instead, you need to start from your audience insights and reverse engineer your strategy. As a reminder, here are the 11 components of a good content strategy: ICP, Audience, Positioning, messaging, POV, Posture, Tone of Voice, Enemy, Narrative, Content Pillars, Sub topics. → Setup your content strategy and get feedback from me here [ https://substack.com/redirect/85575a8e-b1d3-4b87-ae98-9ffa59091d1b?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 🔗 Only by studying your customers’ problems, day-to-day tasks, objectives, and buying journey will you be able to create a solid content strategy. The buying journey will also have a significant impact on your LinkedIn content plan (see Part 3). To define these components, you need to understand your buyers deeply. What problems are they actively trying to solve? What goals are they trying to achieve? What misconceptions or beliefs are holding them back? What objections do they have before buying? What questions do they repeatedly ask? What language do they use to describe their problems? C. Understand this key marketing concept: triggers Buyers rarely decide to buy out of the blue, it’s often a subtle mix of rational and emotional reasons. One thing is certain: there's always a trigger that starts the conversation or leads to a purchase. A trigger is an “Aha! moment” where a person realizes “I have this problem”, “I need this solution”, or “I want to work with them” depending on their stage of awareness. The good news is that content can make triggers happen. Therefore, you need to answer this question: → What events trigger them to start looking for a solution? Here are two examples of how content can create triggers: A LinkedIn post of the CEO sharing their POV on the problem → “I’ve never thought about it this way, I will follow them” A 20-page case study carousel on a before vs after story → “This is exactly what we need, I will forward this to my CMO to book a workshop” 3. What formats and types of content you should use Congrats, if you’ve read until here, it means you’re serious about your content strategy. Now, you should be ready to map your customers’ buying journey, and decide what LinkedIn formats and type of content to use. A. Understand the 3 rules of buying journey influence Different buyers consume different content, at different moments, for different reasons. The same piece of content can create awareness for one person, generate consideration for another, and trigger a buying decision for someone else. Rule (1): Some content helps buyers discover you. Other content helps them buy from you. But you cannot control precisely which does what. Rule (2): You cannot predict which piece of content will trigger an "Aha! moment". Two buyers will react to 2 completely different pieces. Rule (3): A prospect can sit in "solution aware" for 6 months. Then read one case study and decide you're the right fit the next day. These three rules converge into one core principle: You cannot precisely map which content moves each buyer to the next stage of their journey. But you can control the content you put out there B. Variety, Coverage, and Volume Accuracy of insights and content quality are two big factors of how much you can influence buyers. But when it comes to distribution, there are three other underrated factors that define success. Here are the three distribution factors that impact your success: Variety of formats: if you always publish the same format on the same channel, you will create format fatigue. Coverage: ensure your content strategy covers every corner of what needs to be said (at the strategic, tactical, and operational level). Volume of distribution: the more you publish, the more you increase your chances of being seen and trigger “Aha! moments.” I like this comment on my post from Maria who explains why those three points matter: C. The LinkedIn formats to influence the buying journey Let’s start from formats that might generate a lot impressions but have no impact on your customers’ buying journey. A story + photo post on what you did during the holidays* A trending video interview of a famous CEO you repost on your profile An infographic titled “The 10 signs of a leader” while you sell software * This one can at least increase your likability if it’s interesting. You can still publish posts like this from time to time if you feel like it but finding viral formats should not be your top priority. Now, let’s move on to formats that have a strong impact on the buying journey at different levels. Opinion Backstory Case study Point of view Signature format Opinion Opinion content shares a clear perspective on an industry trend, belief, or common practice. It helps people understand how you think and creates differentiation beyond expertise alone. Backstory Backstory content reveals the experiences, lessons, and events that shaped your current views and approach. It builds trust by helping people understand the journey behind your expertise. Case study Case studies demonstrate how a specific problem was solved and the results that followed. They provide proof that your methods work in real-world situations. Point of view posts Point-of-view content presents a structured framework for understanding a market, challenge, or opportunity. It helps prospects adopt your way of thinking and see problems through your lens. Signature format A signature format is a recurring content structure that becomes associated with your brand. It increases recognition, consistency, and memorability across your content. Learn how to make your signature format here: Alright, that’s the end for this edition! Unsubscribe https://substack.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.vuHUN9vv_bskjDG5x7uZpAuQ4iCb87n4YaLlGzgxvXE?

View this post on the web at https://pierreherubel.substack.com/p/our-complete-1m-gtm-system-for-2026 Hey welcome to this edition, Last year, we added $1M of ARR with my agency ContentPath. We used content, outbound, AI, and a strong offers system for this. And I want to help you do exactly the same if you run a B2B business. So in this newsletter: → You’ll learn about the complete go-to-market (GTM) system for 2026 → You’ll discover my new offer, the “60-day GTM sprint” → You’ll understand the real use cases of AI for revenue 👉 New Offer: Work with me and my team during a 60-day sprint to install your entire GTM System. Over 60 days, we’ll install the exact same system we used to add $1M ARR in 12 months. So if you’re serious about building a modern GTM engine for 2026, this is the right moment. We install your offer, sales, content and outbound system We create the initial content batch and emails/DMs flows We coach you along the way so you nail it Note: We build the system for you and YOU OWN IT. → If you’re interested in joining the sprint, book a call here [ https://substack.com/redirect/f3580fb4-523e-4521-b5b4-eb8fca9c3ed8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 🎁 We’re doing a massive launch offer for the first 5 members (seats sell out fast) A quick introduction to the GTM System: The go-to-market (GTM) System you’re about to discover is based on 12 months of iteration we conducted for us and our clients. It’s structured in 4 pillars, and each pillar has a number of GTM plays: LinkedIn Content strategy and profile redesign AI Knowledge center and visual content factory AI Outbound System Setup Offer and sales system For each pillar, I’ll show you 2 GTM plays we use, but there are more. A play is a tactic you can install right now. 1. LinkedIn content strategy & profile optimization ❌ LinkedIn is NOT a post and ghost platform LinkedIn is a huge, ongoing B2B event where your audience and potential buyers are hanging out. You need to make the most of this opportunity before the event gets too crowded. And like in any crowded event, you need to stand out to get eyeballs and valuable discussions. Play #1: Turn your LinkedIn profile into your 1st landing page You probably underestimate the impact of a well optimized LinkedIn profile. It will make or break your LinkedIn strategy. With the right profile, you go from “just another seller” to a “go-to-expert that add unique value”. Bad profile: visitors check and think “meh, this won’t help me” Good profile: visitors check and think “sounds interesting” Play #2: Turn content into your visibility engine In 2026, content is what actually puts you in front of buyers and start the GTM flywheel. The problem is that there is too much competition, AI content, and people can access instant knowledge from any LLM. What works now: A clear point of view on the hot topics in your industry Insights from real experimentation, not recycled theory Signature visual formats that earn repeat attention We use a simple mix: 70% authority content, 15% personal brand, 15% offer content. 🏁 We’ll install your LinkedIn content strategy and profile at the beginning of the GTM Sprint. I will work on your content strategy and my design team will create your visual identity + optimize your profile. So you have the best foundations to grow the pipeline. Done for you content strategy and profile redesign 30-day content calendar ready to publish → If you’re interested in joining the sprint, book a call here [ https://substack.com/redirect/f3580fb4-523e-4521-b5b4-eb8fca9c3ed8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 2. AI Knowledge center and visual content factory ❌ Most businesses use AI to ship slop that completely kills their brand. Instead, they should use AI to build a knowledge center and spin out ideas faster. Play #3: Knowledge Center for Faster Content Creation Everything starts from your unique insights. The key is to store all the knowledge in an organized and searchable database. This way, it’s much faster to turn insights into posts ideas based on winning frameworks, formats, and content plans. Play #4: Visual content factory Your goal is to turn insights into visual content that your founder (and then your team) can reuse. This includes workflows, diagrams, pyramids, motion designs, comparative tables but also carousels. 🏁 We’ll install your AI knowledge center and visual content factory during the GTM Sprint. We’ll set up the content production system and the AI knowledge center we use internally. So you can turn every idea into infographics, carousels, and posts without bottlenecks. Installation of your infographics factory + knowledge center Custom infographics and carousel templates made for you → If you’re interested in joining the sprint, book a call here [ https://substack.com/redirect/f3580fb4-523e-4521-b5b4-eb8fca9c3ed8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 3. AI Outbound System Setup ❌ Some teams are still sending mass cold emails With our current system, we manage to turn content engagement into discovery calls. Everything starts from content, but you can’t rely only on inbound leads. You need to plug content with warm outbound. Play #5: Signals gathering and lead scoring This play alone will completely transform your GTM system. It will allow you to focus your efforts on leads that make the most sense now. We publish high-value content on LinkedIn We identify the ICP leads who engaged and score them We send DMs, emails, and retargeting ads to warmest leads Play #6: Personalized outreach (based on signals) Once you collect signals, you can adapt your outreach to have the right message. But don’t get me wrong, it’s not only about changing the icebreaker. Here is what we usually personalize: The signal gives us the angle: In the email or DM, we talk about the topic related to what they engaged with. This increases the relevance. The type of client gives us the framing: We don’t pitch the same message or offer to a $1M or a $50M business. 🏁 In the 60-day GTM Sprint, we’ll install your full outbound system to book calls (without spamming cold emails) We’ll install the system, tools, and emails/DMs workflows we use to turn intent signals into discovery calls. Yesterday alone, we booked 4 calls with this system. Full setup of your system and tools done by us We start operating the campaigns together → If you’re interested in joining the sprint, book a call here [ https://substack.com/redirect/f3580fb4-523e-4521-b5b4-eb8fca9c3ed8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 4. Offer and sales system ❌ You can’t win if your traffic goes to a bad-converting offer Content and outbound are demand engines. They send qualified people your way every week. But all that traffic is wasted if it lands on a weak offer and a messy sales process. So before scaling content and outbound, we make sure the offer, the sales assistant, and the landing page are built to close. Play #7: Offer (with a high-converting landing page) A strong offer follows 5 principles: Fix a problem that’s painful, urgent, recognized, and expensive Articulate a clear capability: how exactly you fix it Answer “what’s in it for me?” with concrete deliverables Differentiate so you’re not compared on price Choose the right pricing model It also needs a great landing page and video sales letter (VSL) to convert. Play #8: AI-Powered Sales Assistant Once leads come in, you need the right sales system with proper follow ups and a smooth flow. You’ll lose deals if you’re too slow (especially in red ocean marketers) so you should use technology to accelerate sales. We install a sales agent that: Helps you read buying intent (rational, urgent, or fake priority) so you don’t waste cycles on prospects who’ll never close Drafts personalized follow-ups based on what each lead actually engaged with 🏁 We’ll help you build a solid offer and sales system during the 60-day GTM sprint. We’ll upgrade your offer, positioning, and sales process so you close more leads at higher prices. Content and outbound only work if the offer behind them is built to close. Upgrade of your offer and sales system for higher ROI Coaching on positioning, offers, and sales by our founders → If you’re interested in joining the sprint, book a call here [ https://substack.com/redirect/f3580fb4-523e-4521-b5b4-eb8fca9c3ed8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Alright, I hope this edition was useful for you! Unsubscribe https://substack.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.vo_TTPbpc2YEhDNm8eQ0cq422w_-KiBi3kCJD0MlGg4?

View this post on the web at https://pierreherubel.substack.com/p/the-marketing-game-of-2026-full-guide Hello, welcome to this edition: The Marketing Game of 2026 (Full Guide) I published a series of posts “the Marketing Game” and they got over 2 millions impressions. So I’ve decided to create a full guide on the Marketing Game. The objective is simple: Turn Marketing into a step by step game you can play and follow for your business. In this edition you will learn: Level 1 - How to setup your marketing strategy Level 2 - How to install a good marketing plan Level 3 - How to execute with iterations Level 4 - How to create marketing programs Join my course content-first to build your modern marketing system and get direct feedback from me Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here [ https://substack.com/redirect/97b6ed28-7e18-423b-b489-65cf19c86ef8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Let’s start the Marketing Game First of all, here are a few elements you NEED, in order to play: A business (or at least a business idea) Time to play the game (you’ll lose if you rush it) A computer with internet That’s about it and that’s the good thing about business in 2026. The entry barriers have never been so low. Let’s jump into level 1: Level 1 - Marketing Strategy Step 1 - Everything starts with your target audience Identify a target market with one main opportunity Research this market and pinpoint a problem Pull insights to build your business strategy ❌ A lot of players skip Step 1. They jump straight to “Step 2 - Business Strategy“ They also often skip “Step 3 - Feedback Loop“ So their “Step 4 - Foundations“ is unstable You need to validate your business strategy with: Your ideal customer Your value proposition Your brand vision After that, you’ll be able to set up your marketing foundations: The offer The positioning The messaging ❌ Some players stay stuck in Level 1: “I think our value proposition is not perfect yet” “We need to refine the messaging again” → At some point, you should launch (even if you still have uncertainties) and refine the strategy with iterations Join my course [ https://substack.com/redirect/97b6ed28-7e18-423b-b489-65cf19c86ef8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] to nail the foundations of your marketing With step by step videos (below 5 minutes), I give you exact guidelines to determine your audience and ICP, pinpoint a specific problem, write your positioning statement, messaging, and all the strategic decisions you need. At the end of the level 1, you should have a solid marketing strategy. Target Audience with a clear problem A value proposition to fix this problem A brand vision to inspire your strategy A precise and unique offer A market desired positioning A messaging strategy → more information here [ https://substack.com/redirect/97b6ed28-7e18-423b-b489-65cf19c86ef8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Level 2 - Marketing Planning 🧠 Note: To start this level, you need to have completed the level 1. Because a lot of players jump straight to Level 2: They ask directly “what channel should I use?” or “what’s the latest tactics to get clients” The first thing you need to understand for planning is that marketing is far from being an “Art & Craft” department: Only structured plans bring results Data analysis fuels experimentation The test & learn approach is scientific Systems rely on engineering (not creativity) Sometimes the strategy is perfect but the marketing team can’t bring results because of planning. It feels like having a clear destination but no map to access it, frustrating. So here are the 2 steps of this level: Your Marketing Plan In your plan, you should list all the elements that will guide the execution The channels and tactics The roadmap with timeline The budget and resources The objectives and KPIs 4 Problems usually happen during the marketing planning: You have a bottleneck between strategy & operations You don’t have the right system to organize actions You are trying too many tactics at the same time You don’t prioritize marketing actions correctly And the planning problem often comes from: Lack of systems → There is no marketing backlog Lack of prioritization → There is no scoring system Lack of workflows → Marketers work only with intuition Your Marketing System To build a strong planning system, you need 4 pillars: 1. A backlog to ideate and list marketing ideas → On what data do you base your ideas? → Where do you store those ideas? → Do they match your strategy? 2. A system to score and prioritize ideas → How do you score them? → How do you compare your ideas? → How do you prioritize based on score? 3. A workflow to deploy marketing actions → How do you start a new action? → How do you allocate resources? → How do you set the right timeline? 4. A place to track and report results → What results are you tracking? → Where do you report results? → How do you analyze results? Planning is a crucial part of marketing results. Strategy → Planning → Execution Here is a graph to help you choose your marketing tactic You need to allocate resources wisely based on: Team’s time → how many hours available per week? Marketing Budget → how much can you spend? Skills → what can your team do and can’t do ? Recap of the Level 2: Marketing Plan Once you’ve selected your plan and tactics, you can move on to the execution. Level 3 - Marketing Execution After the strategy and planning, you need to execute the plan with consistency and a set of skills. This is the phase where ideas are really tested. Before execution, everything is theory. For example, you can’t simple decide on your positioning on the market. You need to choose your desired positioning, but then you need consistent messaging to access a perceived positioning. 5 Steps happen during the marketing execution Plan your experiment in a backlog Start the experiment (one by one) Assess initial results and continue Assess the viability (for a go/no go) Assess the repeatability (for a go/no go) And after (5), you can go back to (1) to iterate on the experiment. During the process, your market is always at the center: You use market insights to plan the experiment You assess results based on market feedback You collect quantitative data (CTR, CPMQL..) You analyze qualitative insights & verbatim You need to collect all these insights: they will fuel your decisions Because a successful experiment is a combination of many micro-decisions based on market data: Should I automate a welcome email? Should I use copy A or copy B? Should I publish this content? Should I repeat the test? Is this tactic viable? When you are starting marketing, all these questions lead to “I don’t know”. Overtime and with a good volume of execution, you start to identify patterns. And things get easier. But you need a marketing backlog for that: Build your backlog as a second brain Take note of everything that happen Analyze data sets, identify patterns Get 100% clarity on what to do Learn my marketing execution methods in my course Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here [ https://substack.com/redirect/97b6ed28-7e18-423b-b489-65cf19c86ef8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Level 4 - Marketing Program Once you’ve tried marketing experiments in your backlog, you can identify the most pertinent ones with those questions: Does it have a good ROI? Is it viable on the long term? Is it repeatable? Can I get this ROI again? Do I have the resources to implement it at scale? Is it easy or possible to implement this year? For the experiments which are not viable for the long term, you can choose to do a NO GO (cancel the program). Or you can also put them back into your experiment backlog to refine them. The goal is then to turn the experiment into a fully integrated program. You will develop a long term roadmap (6 months for example). And your goal will be to integrate the program into the daily operations of every departments involved. A marketing program can’t work if it’s not 100% ‘integrated’: Everyone internally knows the program Teams have a valid process to collaborate There are resources allocated for the program The responsibilities and OKRs are crystal clear For example, a ‘video channel program’ won’t become a $1M ARR program if the leaders of each department don’t care about it. Here is the best situation: CFO believes in the program ROI CEO invites his network for videos CPO collaborates for product videos VP Sales include it in the sales process People in the company need to be: Motivated → “I believe in this program” Aligned → “I agree with the CMO on this” Incentivized → “I need this program to win” The minute an experiment becomes a program, it’s not only about marketing expertise anymore. It’s about management. Alright that’s the end of this edition. I hope you enjoyed it and that it will be helpful for your marketing strategy. Here’s a recap of the marketing game: Join my course content-first to build your modern marketing system and get direct feedback from me Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here [ https://substack.com/redirect/97b6ed28-7e18-423b-b489-65cf19c86ef8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.bPIK179FtKZBWa6gFgwyU-PcZiqtvybuSCv3CK8TKj8?

View this post on the web at https://pierreherubel.substack.com/p/7-infographics-for-your-2026-lead Hello welcome to this edition! In today’s edition I’m going to give you: 7 Infographics for your 2026 lead generation Want help building your content strategy for 2026? Work with me on your LinkedIn strategy. Option 1: Done for you - My team and I build your content motion (founder-led, team-led, or brand-led), publish your content, and generate warm leads for your business on LinkedIn → more information here [ https://substack.com/redirect/88627c7d-ac53-470c-9036-8b8b4ed7adb4?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Option 2: Done with you - Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here [ https://substack.com/redirect/684601a6-53eb-4364-8893-bcc61626c305?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Infographic 1: Why Your Content Should Reach Industry Peers Before Your ICP Most founders starting content in 2026 walk straight into the targeting trap. In outbound and paid ads you pick your audience but in content, you can’t. The content does the targeting on its own, and that’s exactly why it’s a hard skill. Too niche → very low engagement and impressions Too broad → a lot of unqualified eyeballs that lead nowhere The right flow: industry peer engages → ideal customer sees it Key takeaway: Without industry peers amplifying your content, your ICP never sees it. That’s the most foundational thing to understand about content creation. Infographic 2: The 4 Content Motions That Shape Your 2026 Budget The most important content question for 2026 is which motion you’ll focus on: founder-led, team-led, brand-led, or community-led. Each motion requires different formats, budgets, and workflows, and each has its own specific bottleneck. Founder-led → bottleneck is getting insights from the founder Team-led → bottleneck is organizing a team content factory Brand-led → bottleneck is creative formats to get engagement Community-led → bottleneck is your product (users need something worth talking about) Key takeaway: Most early-stage B2B businesses should start founder-led, then add brand content, then team content. That’s the most natural order. Infographic 3: The Lead Volume Trap That Drains Your Sales Team Most B2B teams hand sales and marketing two different goals: lead volume for one, close rate for the other. The gap between those goals lands on the sales team, who spend their best hours qualifying leads they should never have seen. Marketing chases lead volume, sales chases closed deals, and qualification falls in the gap between them Reps lose hours every week on DMs, CRM lookups, and calls with leads that were never a fit Set one shared revenue number, push qualification upstream into marketing, and reinvest in channels that bring the best-fit leads Key takeaway: Pick one revenue number both teams own, then move qualification into the lead form so sales only gets deals worth a call. Infographic 4: Stop Treating the MQL as the Finish Line Most B2B marketers treat MQLs as the finish line and hand leads off to sales. But a lead can book a call, follow the full sales process, and still ghost. In 2026, marketers still have a lot of influence after a lead is marked as MQL. Tier-based sequence → sort by fit score, give best-fit accounts custom ABM, send the rest to a group webinar Educative VSL → replace the “book a call” page with a short video presenting your offer, then follow up Sales enablement content → create content for the sales team, personalized with AI in 2026 Inbound-led outbound → use website signals and downloads to personalize outbound and target high-intent leads Key takeaway: An inbound lead doesn’t mean a sale. Marketing’s job doesn’t stop at the MQL, it extends all the way through the pipeline. Infographic 5: The Content Strategy Layer Teams Skip First Most brands obsess over design, hooks, and storytelling before building the foundations, it’s like decorating a tasteless cake. The audience might try it once but won’t come back. The 7 foundations → ICP → Messaging → Content Pillars → Content Plan → Repurposing → Copywriting → Design Bonus → create your signature formats once the foundations are solid Key takeaway: Don’t decorate before you bake. Structure first, aesthetics second. Key takeaway: Audit your last 30 posts this week and rebuild from the foundation up: ICP first, messaging second, pillars third, copy and design last. Infographic 6: Outbound and Content Work Extremely well together Content and outbound are not separate playbooks in 2026. They’re two halves of one GTM system, and teams running them apart leak pipeline at every step. Teams run outbound-only campaigns, post twice a week, or rely on content alone, treating each as a complete GTM Ship zero-click and gated content together, collect signals from both, then reach out warm to people who already engaged Key takeaway: Pick one piece of content this week, identify the 10 people who engaged, and send each a warm outbound message. Infographic 7: Volume vs Quality Marketing The fear of missing opportunities leads to messaging that speaks to no one and vague offers that convert no one. You still need volume, but only on the right tasks, for the right audience, repeated consistently. Stop fearing lost opportunities → a real strategy means saying no to most of the market Analyze your best clients → find who you bring the most results to, build case studies, find more like them Identify simple tactics → repeat the same messages to the same type of client, don’t reinvent every time Key takeaway: Mark the 5 clients you delivered the best results for, and run all your acquisition next quarter at finding more like them. Alright that’s it for this week! Want help building your content strategy for 2026? Work with me on your LinkedIn strategy. Option 1: Done for you - My team and I build your content motion (founder-led, team-led, or brand-led), publish your content, and generate warm leads for your business on LinkedIn → more information here [ https://substack.com/redirect/88627c7d-ac53-470c-9036-8b8b4ed7adb4?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Option 2: Done with you - Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here [ https://substack.com/redirect/684601a6-53eb-4364-8893-bcc61626c305?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.QKHFmbsBFtfC-0YgSLny7IaAUvddvaqUxnhv1Xz0ssA?

View this post on the web at https://pierreherubel.substack.com/p/the-4-content-motions-for-2026-and Hey, welcome to this edition! This question will shape your content strategy in 2026. (It impacts your formats, workflows, and budget) “What content motion will you focus on?” So in this edition I will explain: The 4 Content Motions for 2026 (and which one you should choose) I’m also sharing examples for each motion. Subscribe to get the next editions! What is a “content motion”? A content motion is the organizational model that determines who creates your content, how it gets produced, and how it reaches your audience. You have 4 choices: Founder-led: Your founder publishes all the content and sends traffic to the offers. Team-led: Your team (minimum 5 people) publishes content across channels for a network effect. Brand-led: You use your company pages to communicate as a brand. Community-led: You let your community of users publish content for you. Now you might think “it’s just content,” but each motion requires different formats, they require different planning & budgets, and they each have specific bottlenecks. → What content motion are you choosing for 2026? Let’s dive in! 1. Founder-led Content The big idea: The founder IS the brand, so their credibility, perspective, and voice are central. Choose this motion if: If you are a solopreneur, it will always be easier to go founder-led instead of brand-led because people trust faces more than logos. You are able to get insights from the founder (during interviews or videos) and publish in their name across channels. An example of founder-led content in 2026 is Harpoon: With my agency, we helped Harpoon create founder-led content. → Read the full case study here [ https://substack.com/redirect/a80ca61d-6048-448d-885d-d68e5cdd7c48?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 2. Team-led Content The big idea: Instead of one voice, you build a network of credible voices inside the company. Choose this motion if: You have in house experts that have a lot of insights to share, and you are able to provide the platform for them to do so. You are ready to invest in a content factory (AI + content strategist + designer) to help the team turn the insights into content. An example of brand-led content in 2026 is Lemlist: With my agency, we helped Lemlist create content as a team with visuals. → Read the full case study here [ https://substack.com/redirect/9a0fd724-cd05-4551-899e-0116bc4afb43?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 3. Brand-led Content The big idea: The company itself publishes content building brand awareness, trust, and authority independent of any individual employee. Choose this motion if: You are ready to invest in a long-term strategy because it takes more time to get traction with company pages. You can commit to producing creative formats (as it’s harder to get engagement with company pages). An example of brand-led content in 2026 is Semrush: With my agency, we helped Semrush publish creative formats on LinkedIn. → Read the full case study here [ https://substack.com/redirect/25357bdb-6251-486e-88b9-da39e26b98f4?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] 4. Community-led Content The big idea: Your users love your product so much that they create and share content about it. Choose this motion if: Actually, you don’t really “choose” it. The only way to achieve community-led content is to create a product so good that people naturally want to create content about it. The best example of community-led content in 2026 is Claude: For example, here the channel Ben AI published YouTube videos about Claude. It’s community-led content for Anthropic as one of the user freely publishes content about it. 5. How to stack the motions Now, of course, you can stack different motions. Founder-led + team-led = focus on thought leadership. Founder-led + brand-led = focus on authority building. Brand-led + community-led = focus on brand influence. Team-led + community-led = focus on network effects. Here is a visualization of the 4 focus areas: Usually, an early-stage B2B business will start with founder-led content, then add brand content, and then team content. It’s the most natural order: So before you plan your 2026 content calendar, choose your motion. Everything else (formats, hires, budget, planning) sits on top of this one decision. Pick the wrong one and you’ll spend the year producing content that might not compound. That’s it for this edition. Want help building your content motion for 2026? Work with me on your LinkedIn strategy. Option 1: Done for you - My team and I build your content motion (founder-led, team-led, or brand-led), publish your content, and generate warm leads for your business on LinkedIn → more information here [ https://substack.com/redirect/189bc516-19e3-440e-8264-3ec9fd3bcfe0?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Option 2: Done with you - Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here [ https://substack.com/redirect/cee1847a-7e00-43e1-92cf-2bf45f497737?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9waWVycmVoZXJ1YmVsLnN1YnN0YWNrLmNvbS9hY3Rpb24vZGlzYWJsZV9lbWFpbD90b2tlbj1leUoxYzJWeVgybGtJam8wTWpZMU1UVXdOREFzSW5CdmMzUmZhV1FpT2pFNU5qQTROVGs0T1N3aWFXRjBJam94TnpjM05qTXpOekV6TENKbGVIQWlPakU0TURreE5qazNNVE1zSW1semN5STZJbkIxWWkwMk9EYzFNemtpTENKemRXSWlPaUprYVhOaFlteGxYMlZ0WVdsc0luMC5femU5d1NtRFdYdUVQRlYzWk1WVTlLcEcxZGtMejR0NGxHZ1Jqc09rVzdBIiwicCI6MTk2MDg1OTg5LCJzIjo2ODc1MzksImYiOnRydWUsInUiOjQyNjUxNTA0MCwiaWF0IjoxNzc3NjMzNzEzLCJleHAiOjIwOTMyMDk3MTMsImlzcyI6InB1Yi0wIiwic3ViIjoibGluay1yZWRpcmVjdCJ9.fjgMh6ISTsL9WO01hWMM0TGVpexp4K2R1IBWcLfknq8?

View this post on the web at https://pierreherubel.substack.com/p/how-to-build-a-podcast-first-content Hello welcome to this special edition! How to Build a Podcast-First Content Strategy [Full Guide] in partnership with Riverside I’ve decided to partner with Riverside on this playbook as it’s the best tool I’ve been using as a podcast guest. It’s also now a great tool to record, edit, and repurpose with AI. In this guide, I’ll explain 3 key parts of the podcast-first strategy: Podcast-first content strategy for demand generation How to build and run your podcast as a content program The repurposing workflow to start your content flywheel 👋 Want to start your podcast-first strategy? Try it free for a month, sign up with my link and use code PIERRE: https://creators.riverside.com/PierreHerubel [ https://substack.com/redirect/752ccc92-97a8-423b-bd9c-2ada525b57de?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Let’s dive into it! 1. Podcast-first content strategy for demand generation The 95% vs 5% rule dictates your marketing strategy Some businesses are not ready to buy (for various reasons) and don't want to be in your linear sales sequence. The best scenario is to build top-of-mind awareness for these types of buyers through content marketing. Passive buyers (the 95%) are not ready to buy right now. You need to create content for this audience, not salesy emails. A podcast can be the foundation of your content ecosystem A podcast can be central to your content ecosystem for 2 reasons. First, you can host a powerful content program with recurring shows, industry guests, and authority-building through video. Second, you can use the podcast to feed all your other content formats (short videos, newsletters, case studies, reports…) A Podcast solves a big bottleneck: your founder’s time Let’s face it, most founders have valuable insights to share but are too busy to write content consistently, which creates a bottleneck in the entire content creation process. A podcast-first strategy solves this by letting the founder speak instead of write, while the repurposing system handles everything else. 2. How to build and run your podcast as a content program The 3 Podcast Formats That Generate Demand In this part, I’m giving you 3 formats of podcasts that can work well for your demand generation and also start a content repurposing flywheel. You can mix those 3 formats to get all the benefits. Format 1: The Expert Interview Show You bring in industry guests, practitioners, and thought leaders your target audience already respects. Each episode borrows credibility from the guest so you can expose your brand to their audience. Example 1: Lenny’s podcast invites top experts in the product niche Format 2: The Solo Thought Leadership Show Your founder or internal experts speak directly, sharing frameworks, opinions, and market insights. It’s best to cover specific questions or topics for your audience and to position your execs as go-to-experts. Example 2: I run a “solo thought leadership” show about content Format 3: The Customer and Case Study Show You invite customers, partners, or practitioners to share real results and behind-the-scenes stories. It’s a great way to generate demand at the bottom of the funnel and increase your audience trust. Example 3: Daniel Fazio often hosts customer case study podcasts The 6 rules to create and run a podcast that perform In this part, I’m giving you the keys to create a podcast your audience actually listen to. To be clear, the entire strategy must start from a strong content program, otherwise the rest of the ecosystem won’t work. Here are the 6 rules in details: Rule 1: Define a Clear Positioning: Your show needs to own a clear topic in the mind of your target buyer. It should not be “marketing” or “business,” but something specific enough that the right person immediately thinks “this is for me.” Rule 2: Install a reliable Setup: You do not need a studio but you need a reliable recording platform, a decent microphone, and a production workflow that runs without the founder managing every step. I use Riverside's built-in editor It is simple to use and offers multiple ways to edit: text-based editing right in the transcript, a timeline for more flexibility, or chat-based editing by chatting directly with your built-in AI agent. → Try it here: https://creators.riverside.com/PierreHerubel Rule 3: Guests: Prioritise guests who are respected in your target buyer’s world, and make the onboarding process so frictionless that the best ones never have a reason to decline. Rule 4: Content Structure: Define a repeatable episode format (with an intro, core segments, key question, closing CTA) so production gets faster every week and listeners always know what to expect. Rule 5: Cadence: Commit to a publishing frequency you can sustain for 12 months, not just 3. One episode per week done consistently will always outperform three episodes one week and silence the next. Rule 6: Analytics: Track which episodes get the most listens, which guests drive the most engagement, and which topics your audience returns for. Then let that data shape your next 10 episodes. 3. The repurposing workflow to start your content flywheel In this part, I’m giving you the exact playbook to turn your podcast into other content formats through repurposing. 👋 Try Riverside free for a month. Sign up with my link and use code PIERRE: https://creators.riverside.com/PierreHerubel [ https://substack.com/redirect/752ccc92-97a8-423b-bd9c-2ada525b57de?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] How to start the content repurposing flywheel The content repurposing flywheel needs to start from net new content, aka your podcast episodes. Then, you are able to distribute and repurpose. Here’s how it works in 3 steps: Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool (you don’t need to export to a separate editing platform) Distribute the full episode across audio and video platforms: use Riverside's hosting to distribute your podcast to different podcast directories like Spotify, Apple, YouTube, and more, so people can find it and listen. Repurpose the episode using Riverside’s AI to turn your episode into clips, blog posts, social posts, and more. Use Figma to turn the key insights into infographics and carousels. How to actually implement repurposing with 3 workflows Workflow 1: From podcast to LinkedIn infographics Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool. Ask Co-Creator, your built-in AI agent in Riverside, to identify key insights and create a content brief (it already has your transcript, so it works directly from your content). Use Figma to design the infographics and carousels, then publish them on LinkedIn. Workflow 2: From video podcast to YouTube clips Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool. Let Riverside's AI choose the best highlights automatically and use text-based editing if needed. Distribute the clips on YouTube, cross-post on Instagram and TikTok, and send the traffic back to your landing page. Workflow 3: From video podcast to Substack Newsletter Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool. Ask Co-Creator, your built-in AI agent in Riverside, to identify key insights and create a content brief (it already has your transcript, so it works directly from your content). Use Substack’s 4 formats: newsletter, notes, video, and podcast to distribute your podcast insights. Conclusion: That’s a wrap on the podcast-first content strategy playbook. The core idea is simple: most B2B brands struggle with content because they rely on their founder to write. A podcast-first strategy removes that dependency entirely. The founder speaks once, and a system turns that single recording into a full content calendar (shorts, newsletters, infographics, LinkedIn posts, YouTube clips). You now have everything you need to start: The foundation to understand why podcasting works for demand generation The 3 podcast formats to choose from based on your goals The 6 rules to build a show your audience actually listens to The 3 repurposing workflows to turn every episode into a content flywheel And the best tool in the market, Riverside The brands that will win the attention game in the next 3 years are not the ones that post the most. They are the ones that build a system that compounds, where one piece of content feeds 15 others. 👋 Ready to start your podcast strategy? Get started with one free month, just sign up using my link and apply code PIERRE: https://creators.riverside.com/PierreHerubel [ https://substack.com/redirect/752ccc92-97a8-423b-bd9c-2ada525b57de?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9waWVycmVoZXJ1YmVsLnN1YnN0YWNrLmNvbS9hY3Rpb24vZGlzYWJsZV9lbWFpbD90b2tlbj1leUoxYzJWeVgybGtJam8wTWpZMU1UVXdOREFzSW5CdmMzUmZhV1FpT2pFNU5ERTJOakUzTVN3aWFXRjBJam94TnpjMk9UTTRNVFk0TENKbGVIQWlPakU0TURnME56UXhOamdzSW1semN5STZJbkIxWWkwMk9EYzFNemtpTENKemRXSWlPaUprYVhOaFlteGxYMlZ0WVdsc0luMC5XdzJNcGl2WmdtZnoyNEN3dEdvYUNoMFFFR3J5MXptMTRRRkNpSDBteC1NIiwicCI6MTk0MTY2MTcxLCJzIjo2ODc1MzksImYiOnRydWUsInUiOjQyNjUxNTA0MCwiaWF0IjoxNzc2OTM4MTY4LCJleHAiOjIwOTI1MTQxNjgsImlzcyI6InB1Yi0wIiwic3ViIjoibGluay1yZWRpcmVjdCJ9.GOnyC9mf_86ssAY0bKBEBeYdYMOtCdn-bX5LR8Vrsjg?

View this post on the web at https://pierreherubel.substack.com/p/stop-skipping-these-5-marketing-basics Hey, welcome to this edition! I’m going to be honest: A lot of founders are wasting their time right now. I’ve talked to 30+ founders lately, and they all do this: They’re spending time building complex systems while they skip the basics. So this edition will remind you of the 5 basics you absolutely need to do. Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Context: Most B2B businesses waste their time building complex systems while they skip the basics Basic 1: Continuously talking to 1 client avatar with 1 core message This is the most foundational principle in business: you are solving a problem for a type of client. They give you money to fix this problem. Given this principle, it’s very obvious that you need to TALK TO THEM. Here are the 5 types of conversations you need to have all the time: Talking to your audience for genuine conversations (not only outreach) Engaging (usually on social media) with potential prospects Helping your prospects in 1:1 conversations Talking to your existing customers Getting feedback from prospects who didn’t choose you Basic 2: Consistency in the marketing approach Here’s a scenario I see ALL THE TIME: a B2B founder launches a marketing tactic (let’s say LinkedIn posts) and gets decent results within 3 months. Then, they literally stop out of the blue (usually because they got enough leads, were too busy, or simply lacked discipline). Here’s what the inconsistent marketing approach looks like: Now, here’s how to fix it: The marketing actions you run now will yield results in 1-2 months. So you need to keep running them, even when it gets hard. Also, stacking marketing tactics amplifies their combined impact. 👋 Learn to get leads with content in my course. [ https://substack.com/redirect/9a163d23-c237-4353-8091-6ae0f2879405?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] I'll teach you how to replicate my content distribution system; You’ll be able to publish consistently and generate leads. Basic 3: Creating new case studies constantly This has to be the most obvious one: a B2B founder generates decent results for a client. Then, they want to add new clients so they publish content or send emails. But they don’t rely on their existing client results to prove their stuff works. I wrote this Substack note that captures the situation well: Case studies are crucial because they answer 2 MAJOR OBJECTIONS that every prospect has: Can I trust them? Does it work for me? Case studies are your launchpad to acquire your next clients: Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Basic 4: Fixing the ACTUAL bottlenecks of the marketing system I love this quote from an interview with Elon Musk on the tarmac of a SpaceX rocket: The most common error of a smart engineer is to optimize something that shouldn't exist. I see this a lot with early-stage B2B businesses. They add unnecessary elements to the marketing system and then spend their time sustaining and optimizing them. This is the biggest waste of time. Instead, they should spend time fixing the real bottlenecks: Do we have enough traffic to our offer page? Score 0 - 10 Do we convert warm and cold traffic into leads? Score 0 - 10 Do we convert those leads into paying clients? Score 0 - 10 Do we retain those clients and upsell them to higher packages? Score 0 - 10 Basic 5: Speed of execution and density of actions, NOT variety of actions In order to make your marketing work, you don't need to do a wide variety of marketing actions. You need to repeat the basics over and over until you reach your objectives. Here's a short visual story to make the point: 👋 Learn to get leads with content in my course. [ https://substack.com/redirect/9a163d23-c237-4353-8091-6ae0f2879405?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] I’ll teach you how to replicate my content distribution system; You’ll be able to publish consistently and generate leads. Unsubscribe https://substack.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.TPnBjZm-vvbhjElI8mSPvRK0Bz2UML6LhuoiK7IwdXk?

View this post on the web at https://pierreherubel.substack.com/p/7-marketing-infographics-to-bookmark Hello welcome to this edition! This week, I compiled 7 infographics that cover the foundations of marketing strategy. These are the topics most founders and marketers get wrong early on, and the ones that cost the most when they stay broken. Here’s what’s inside: Infographic 1: Reverse your time allocation between funnel and traffic Infographic 2: The Marketing Game starts with your target audience Infographic 3: Marketers need to think more like CFOs Infographic 4: The marketing lag effect Infographic 5: Distinguish strategy from tactics Infographic 6: The 5 pillars of a strong offer Infographic 7: The link between positioning and messaging Let’s get into it. April bootcamp early bird tickets are open for 1 more week! I’m teaching you how to create LinkedIn™ content and get leads during my 5-week content creation bootcamp. [ https://substack.com/redirect/02aed44a-ed74-45a0-86fe-6d58510dd0bf?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Join me and my team in a 5-week cohort to: Build your 2026 content strategy to become the authority in your niche Learn to create viral infographics on LinkedIn (and get more impressions) Install my lead generation systems to turn LinkedIn into a revenue channel Infographic 1: Reverse your time allocation between funnel and traffic The best way to procrastinate on marketing is to spend 90% of your time building a website with 15 pages, 5 offers, and different taglines for 4 ICPs. The result is a funnel so complex that visitors don’t know what to do next, and a marketer who has no time left to actually generate traffic. The fix is simple: reverse the ratio completely. Rule 1: Create a simple website with 1 offer for 1 ICP. Once properly set up, this represents 10% of your time. Rule 2: Spend 90% of the time generating awareness, authority, and traffic, mainly through content. This way, your audience sees your content, visits a simple website, clicks on one clear CTA, and enters a sales process where you can sell a defined offer. Infographic 2: The Marketing Game starts with your target audience The most common question I hear from founders is “I don’t know how to start marketing.” The answer is always the same: start from Step 1. Identify a target market with one main opportunity, research that market, pinpoint a real problem, and pull insights to build your business strategy. But most players skip Step 1 entirely and create problems for themselves: They jump straight to business strategy without understanding their market. They skip the feedback loop, so they never validate what they built. Their foundations end up unstable because nothing upstream was solid. Others jump even further and ask directly “what channel should I use?” or “what’s the latest tactic to get clients?” On the opposite end, some stay stuck forever: “I think our value proposition is not perfect yet” or “we need to refine the messaging again.” Marketing is a sequential game, and it’s not an easy one. You have to make the right decisions in the right order. You need time, focus, and patience. You cannot skip steps or levels. But once you know the rules, everything gets easier. Infographic 3: Marketers need to think more like CFOs Limiting the marketing scope to “leads” creates three problems. It misaligns marketing with sales and business goals. It turns the marketing team into a lead factory that commits to volume without clear pipeline impact. And step by step, it isolates marketing into a satellite support function where the only requests are “can you make us a banner?” The fix is not about staring at financial dashboards all day. It’s about thinking and talking using financial metrics. Because when you start talking about unit economics, C-levels and founders start listening. It shapes their perception of marketing. And marketing finally becomes a function that contributes to top-line revenue, not just impressions, awareness, and MQLs. To get there, three things need to happen: Step 1: Know what metrics you can impact. It should be as far as possible in the funnel, but a good starting point is “qualified revenue pipeline.” Step 2: Understand the unit economics of the business: CAC, CAC payback, LTV, ACV. You cannot do your job correctly without them. Step 3: Be able to explain secondary metrics like impressions, clicks, and leads to non-marketers, so they understand the context without confusing activity for results. You don’t need 100,000 followers to make it work. Join my 5-week bootcamp [ https://substack.com/redirect/02aed44a-ed74-45a0-86fe-6d58510dd0bf?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] to start growing impressions and leads on LinkedIn. Marco from my previous bootcamp hit 200,000 impressions with 2 infographics. Infographic 4: The marketing lag effect Unrealistic marketing expectations are everywhere: “make it go viral today,” “we need leads for tomorrow,” “can you launch this next week?” These expectations come from a false belief that marketing is a magic wand that generates instant results. But there is always a delay between a marketing action and its actual results. This is called the marketing lag effect. When you launch a new marketing tactic, you go through three phases before seeing real impact: Phase 1: Ideation and production. You build the asset, the campaign, or the content engine. Phase 2: Testing and iteration. You run experiments, adjust messaging, and learn what works. Phase 3: Optimization. This is where significant results actually start showing up. A good benchmark for this full cycle is 90 days. Why 90 days? Because it matches a quarter, and most businesses plan and purchase in quarterly cycles. The timeline can be shorter or longer depending on context, but the principle stays the same: stay patient and consistent, because results take time. Infographic 5: Distinguish strategy from tactics “Running ads” is not a strategy. “Posting daily” is not a strategy. “Doing webinars” is not a strategy. These are tactics. Yet most founders confuse the two, and because of this confusion, they never build a high-level plan that answers the four basic questions: who are we helping, for what problem, how we solve it differently, and what do we say. Without that plan, the business falls into a reactive posture: “Let’s try this new channel!” “I read about a new automation hack!” “We don’t want to miss this opportunity” The loop is always the same: no clear direction, something external happens, you react to it, you try a new tactic, and the lack of direction intensifies. To break out of this reactive marketing loop, you need to separate strategy from tactics: Rule 1: Strategy comes first. It’s the high-level plan that guides how to achieve revenue goals. Rule 2: Tactics come second. They are the specific actions and methods used to execute the strategy. And don’t forget the feedback loop between them. Tactics inform whether the strategy is working, and the strategy decides which tactics are worth keeping. Infographic 6: The 5 pillars of a strong offer “We boost your revenue with AI.” “We target businesses of any size.” “We can do SEO, ads, emails, affiliate.” In other words, “we do everything for anyone.” This is not an offer. It’s a desperate catch-all. And it’s problematic because an offer can make or break your business growth. With a bad offer, prospects say “I will think about it.” With a great offer, they say “when can we start?” A bad offer will confuse prospects, generate endless objections, and destroy your revenue pipeline. This is true even if you have a cool brand or great content. So make sure to ideate a strong offer, and then iterate on it. Here are the 5 key pillars: Pillar 1: Fix a painful, urgent, recognized, and expensive problem. Pillar 2: Articulate a clear capability on how you fix the problem. Pillar 3: Answer “what’s in it for me?” with clear deliverables. Pillar 4: Make your offer unique with a strong differentiation. Pillar 5: Choose your pricing process and model. Infographic 7: The link between positioning and messaging Positioning is a 10/10 in terms of importance. When starting, choosing your desired positioning is crucial because it impacts the rest of your marketing and content strategy. And forging a positive perceived positioning, meaning how the market actually perceives you, is one of the core goals of marketing. Here are the most frequent positioning mistakes: Not having a positioning strategy at all. Targeting too many ICPs, so the positioning becomes vague. Not using the same messages across channels. Not sticking to a positioning long enough. But positioning alone is not enough. Positioning and messaging are two sides of the same coin: if you don’t deploy your messages across channels consistently, your positioning stays in your strategy deck. The process looks like this: decide how you want to be perceived, explain how you will achieve this, write your messaging strategy, deploy messages across brand touchpoints, and repeat with coherence. Over time, your audience shapes their own perception of your brand. You can tell a positioning strategy is working when it instantly targets a clear ICP and use case, shares the same messages everywhere, communicates clearly “what’s in it for the client,” and makes the business stand out with a clear unique selling point. Install my LinkedIn content and lead generation systems during a 5-week coaching program → more information here [ https://substack.com/redirect/02aed44a-ed74-45a0-86fe-6d58510dd0bf?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.RSYEOc6Iw9DeTQziRaV4VwCCJYUg7XyjUrR03o6YK2Y?

View this post on the web at https://pierreherubel.substack.com/p/answering-30-questions-about-my-business Hey, welcome to this special edition! I receive questions every day about my content and business. So I’ve decided to answer the 30 most common questions in this edition! And you can ask your other questions in the comments, I’ll answer :) 1/How many times do you post per week? LinkedIn: I post 1 time per day on week day and I repost my best content on weekends YouTube: I post 1 time per week as a base rule (and I skip some weeks when I’m too busy) Newsletter: I post 1 time per week and I never skip it 2/Do you repost your own content? Repost: I publish my LinkedIn post at 10am CET and repost it at 6pm Republish: I sometimes publish again a post that worked well in the past, I wait at least 3 months before doing that 3/What’s your best format? Infographics on high-level marketing topics That said my biggest post was a text post about the launch of ChatGPT plus with 36,000 likes and over 5 million impressions 4/ How many impressions do you make per post? LinkedIn posts vary from 20,000 to 100,000 Newsletters make around 15,000 to 20,000 per edition YouTube videos I still don’t have an average range but the max is 110,000 5/How do you make money with your content? Agency: My LinkedIn profile and content sends traffic to my website [ https://substack.com/redirect/9e9f314a-f420-4c29-8839-a96574c70860?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] where the prospect can book a call to work with us Products: I sell an evergreen online course [ https://substack.com/redirect/37f1d5fc-9d51-4352-9e66-1c1e59f8a5d3?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] and a 5-week LinkedIn coaching program [ https://substack.com/redirect/34440c3c-96da-4fd1-827b-70cf4a6c2e96?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Sponsorship: I sometimes do sponsored posts and newsletters for brands that fit my narrative 6/Do you get inbound leads from your content? Yes I get around 15 qualified inbound conversations per week I also get 50 to 100 emails per day from my lead magnets (sometimes it’s the same people downloading another resource) That said, when I need to activate sales mode, I do outbound and social selling 7/Do you run ads? Yes, I run mainly retargeting ads on Meta (Facebook and Instagram) to people who visited my websites Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. 8/How much do your businesses make per month? My agency now makes around $110K per month My course & coaching business fluctuates between $25K to $70K per month I recorded a video about the $85K of MRR of the agency: 9/What’s your favorite part of your job? Turning complex ideas into simple visual frameworks Coming up with marketing strategies and offers Coaching clients and my team on marketing and content 10/What tools do you use to design infographics? I use Canva My team uses Figma for the agency work 11/When do you create your content and LinkedIn posts? I write around 3 hours daily (posts, videos, pages, scripts, newsletters…) I don’t batch my content creation but I recommend you to do so (a block of 3 hours weekly) 12/Do you use AI? Yes, but not for content. I write my own content and design my own infographics. And I believe that’s why people still read me. I use AI for the “behind the scenes” with Claude. This includes data analysis, operations agents, summaries, workflows, etc. I rarely talk about it but my system is really advanced. 13/When did you start? I started freelancing in 2020, I was doing facebook ads and funnel installation for coaches (I was finding clients in Facebook groups back then) I started LinkedIn content in January 2022 to find leads for my previous agency (sold in 2023) I started Substack and YouTube in June 2023 and November 2023 respectively. 14/When did your content take off? In June 2023 when I started infographics and my newsletter I got and lost momentum multiple times: it’s not a linear trajectory 15/ Do you have a team? My agency has around 15 people My course and coaching business operates as a solobusiness; I’m alone but pay freelancers when needed Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. 16/ What a typical day look like for you? 10 am - 1pm: Deep work includes writing content, design, offers 1pm - 2 pm: A lunch break 2 pm - 6 pm: Usually working on more dynamic tasks likes sales, WhatsApp messages, emails, Slack. One rarely call. 6 pm - 8 pm: I often have a group coaching session with my team or for my bootcamp Example: 10 am - 1pm: Write a newsletter, one LinkedIn post, reviewing my COO questions, and an outreach sequence 1pm - 2 pm: Chicken and rice reading a manga 2 pm - 6 pm: LinkedIn DMs, answering in Slack, sending a $10k/mo proposal, briefing a web designer for my next page. 6 pm - 8 pm: A group coaching call of 1 hour with my team on a specific topic, and writing a visual SOP based on the transcript From 10 am to 8 pm I now also have Claude working on tasks (not fully automated). 17/Who do you follow and listen to? I fell in the FOMO trap last year, I watched too many YouTube videos. So I stopped podcasts, long videos, etc. I consume content based on what I need to do now; If I need to work on sales or funnels I read Alex Hormozi and Daniel Fazio, rarely watch. I have friends and experts in my network that know my business and can advise more directly. 18/To what criteria do you attribute your achievements? For business, listening to people who have already done what I want to do. For content, crafting my copywriting and design skill to express what I want to say. For both, patience and consistency to make the projects advance step by step. Also loving what I do so it feels fun and not boring. 19/What are your next projects in 2026? Growing the agency from $1.2M to $2.5M ARR A Claude for Marketing course where I explain how I’m scaling my agency with AI marketing systems A book Growing my YouTube channel (still struggling) 20/What do you do during your free time? I read a lot of manga (Attack on titans, DBZ, Akira…) I play old video games (World of Warcraft, Age of empires) I play padel I go to onsen (japanese hot and cold bath spa) I travel around 5 months per year (Europe and Asia) I switch off work on Saturday and Sunday and wander in the city 21/What’s your tools stack? Notion Claude Webflow Attio Canva Figma VidIQ Google trends + glimpse Clay Skool Lemlist Tella Kit Stripe 22/What’s the hardest part of business for you? Building a team with a great culture and managing people Knowing what to do and when to do it 23/What’s the easiest* part of business for you? * I said easiest, not easy :) I’ve been doing marketing for so long (10 years) that all the mechanisms come naturally (positioning, messaging, content strategy) Setting up a new business marketing (offer, branding, landing page, initial content, systems, setup) to go to $1M AR → I’ve helped so many businesses (including mine) to do this 24/What would you do if you started now? I would sell a $2,500 per month service on anything related to AI And find clients on LinkedIn with a clear positioning and daily content 25/In your opinion, where do people fail in business? Focus: they try to do too many things at the same time Mindset: they overthink (especially about other people will think about them) Consistency: they start new things and stop before it generates results Lack of information: they do the wrong things, or in the wrong order Shiny object: they think the grass is greener elsewhere and look for hacks 26/How do you come up with post ideas every day without running out? I look at my previous posts to see if there are unanswered questions or related topics I list all the questions of my clients and audience and I answer I usually have a backlog of ideas I want to talk about and notes from my swipe file 27/Do you ever get writer’s block and how do you deal with it? Yes it can happen, I will try to start from a simple format like “good vs bad” and write on a topic I know a lot about If I have zero idea, I will republish a post from more than 3 months ago 28/How much do you charge? My course is at $97/month but I run promotions with a lifetime access (one coming next week!) My group coaching program is between $2,950 to $4,950 depending on the option My agency can create your LinkedIn content starting from $3,950 per month Working 1:1 with me starts at $5000 for 1 month for coaching or consulting 29/Did you go to university? Yes I studied marketing at Sorbonne business school (IAE Paris) and graduated in 2016 I learned a lot during my master degree as I was spending 3 weeks per month working for a company where I applied all my course learnings This doesn’t count as university but I had great mentors that taught me a lot about the agency model and marketing 30/Ask your question in the comments :) Unsubscribe https://substack.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.wIIVj3kas2HWhOXh6uemyab21xBQNGeoaeTdaw41fNI?

View this post on the web at https://pierreherubel.substack.com/p/the-team-led-content-strategy-for Hello and welcome to this edition 👋 Today I’m going to talk about a great tactic for LinkedIn in 2026: The team-led content strategy This playbook gives you the exact framework we use at ContentPath to help B2B companies turn their team into a revenue engine on LinkedIn. It includes tactics, real case studies, and frameworks you can implement this week. Here’s what you’ll learn exactly: Chapter 1: Introduction on Why you need Team Content Chapter 2: The 3 Objectives of Team Content Chapter 3: The Team-Led Content Model Chapter 4: Choosing Your Content Team (1-5 People) Chapter 5: Building Your Content Pillars Chapter 6: Publishing Content as a Team: How it Works Chapter 7: The 3 Content Formats That Work Chapter 8 (bonus): Content Collaborations with Other Creators Want to get inbound leads for your B2B business? Work with me on your LinkedIn strategy Option 1: Done for you [ https://substack.com/redirect/6b018ad9-9914-4384-a763-b61bd24a62ac?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] - My team and I create your strategy, publish your content, and generate warm leads for your business on LinkedIn → more information here [ https://substack.com/redirect/6b018ad9-9914-4384-a763-b61bd24a62ac?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Option 2: Done with you [ https://substack.com/redirect/230fd8d6-e5cc-4005-aac1-21ea78bf2de6?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]- Install my LinkedIn content and lead generation systems during a 5-week coaching program → more information here [ https://substack.com/redirect/230fd8d6-e5cc-4005-aac1-21ea78bf2de6?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Chapter 1: Introduction on why you need a team-led content strategy Here’s what I see every week when I audit B2B marketing strategies: Problem 1: Companies pouring effort into their LinkedIn company page, getting 200 impressions per post, and concluding that LinkedIn doesn’t work. Company pages get a fraction of the organic reach that personal profiles do. It’s not even close. A company page post might reach 2-5% of its followers. A personal profile post from someone with the same number of connections can reach 10-30%. Problem 2: Limiting the content distribution to only one profile, so the reach is limited by the number of posts and network of this profile If it’s working well for one profile, then why not add a new one? Because the answer to growth is often doing more of what works. And if it’s not working well enough, adding extra profiles will improve performance too. So in both cases, it’s worth it to try, but with the right strategy. Chapter 2: The Objectives of Team-led Content In 2026, the fastest way to build strong positioning on LinkedIn is to publish across multiple profiles simultaneously. This is where the team-led model becomes way more powerful than any single-person content strategy. The real objectives of the team-led strategy is to get 3 psychological effects: The “They Are Everywhere” Effect The “They really help us” Effect The “They Are Pros” Effect The “They Are Everywhere” Effect When your prospects see your CEO’s post on Monday, your Head of Product’s carousel on Wednesday, and your Growth Lead’s infographic on Friday, something powerful happens: your brand starts to feel omnipresent. This is the “they are everywhere” feeling, and it’s one of the strongest brand-building signals on LinkedIn. This perception doesn’t require thousands of posts. It simply requires consistent publishing from multiple voices within your company. The “They really help us” Effect If you cover the right topics and pain points in your team content strategy, you’ll truly help your target audience. They will associate your team with a real help for their day to day. The “They Are Pros” is the Halo Effect in Action When multiple team members are visible, the personal brands reinforce the company brand, and the company brand reinforces the personal brands. This is the halo effect. A prospect sees your CEO sharing a market insight. Then they see your Product Lead explaining a feature decision. Both are tagged at the same company. Suddenly, the prospect doesn’t just trust one person. They trust the entire team. They think: “This company really knows what they’re doing.” Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Chapter 3: The Team-Led Content Model Team-led content is a strategy where your company’s visibility on LinkedIn is driven by the personal brands of your team members rather than (or in addition to) your company page. Instead of one company voice reaching a small audience, you create a network of authentic voices, each with their own positioning, expertise, and audience. The result is a distribution engine that gets stronger over time. How It Works 1. You start with a team, not your entire company. Start with just 3 to 5 people who have something valuable to say and the willingness to say it (the motivation part is important too!). Each person brings their own network, their own expertise, and their own perspective. 2. Then you give each person a topical map. Instead of telling your team to “just post on LinkedIn,” you assign each person a clear lane with specific topics, specific angles, specific postures, and specific formats. But make sure that each content strategy starts from a 1:1 interview so it’s based on their strengths. 3. From there, each person publishes independently from their own profile. They’re not posting on the company page but from their personal profile. This is what unlocks the reach. So instead of one voice reaching one audience, you get 3, 4, or 5 content streams running simultaneously. 4. Your company page should support your team’s personal brands Use it for company news, job posts, and repurposing top-performing personal content. But the engine of your LinkedIn strategy should be your people. We’ve helped Lemlist install this team-led content strategy. Want us to install yours too? My team and I create your strategy, publish your content, grow your team personal brands, and generate warm leads for your business on LinkedIn → more information [ https://substack.com/redirect/6b018ad9-9914-4384-a763-b61bd24a62ac?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] “ContentPath helped us to create awesome infographics and distribute them on LinkedIn across 3 personal brands at lemlist (with engagement up 30% compared to our average).” — Domitille de Saint-Exupéry, CMO at Lemlist Chapter 4: Choosing Your Content Team You don’t need your entire company posting on LinkedIn. You need 1 to 5 people who are willing, positioned well, and have something valuable to say. Quality over quantity. Here’s how to pick them. The Selection Criteria Look for people who meet these criteria: Subject matter expertise. They know their domain deeply and can teach others. This is the foundation of expert positioning. Willingness to be visible. Not everyone wants to post on LinkedIn. Don’t force it. Look for people who are at least curious about building their personal brand. Client-facing role. People in sales, customer success, product, or leadership interact with your ICP daily. They understand the problems your audience faces. Here are 2 bonus criteria that can make the difference: Existing network. Someone with 2,000 relevant connections has a head start over someone with 200. But this isn’t a dealbreaker if the other criteria are strong. Communication skills. They don’t need to be writers. They need to think clearly and be able to articulate ideas. Your content team (or agency) can handle the production. The Ideal Starting Lineup For most B2B companies, here’s the ideal team composition: The Founder/CEO. Sets the vision, shares company-building stories, and represents the brand’s point of view on the market. A Subject Matter Expert. Could be your VP of Product, Head of Engineering, or lead strategist. They go deep on technical topics your audience cares about. A Revenue Leader. Head of Sales, Head of Growth, or a senior AE. They share customer stories, buying patterns, and practical insights. Start with 1-2 people: If you’re starting from scratch, don’t try to launch 5 profiles at once. Start with your founder and one other team member. Get the process right, see results, then scale. We’ve seen more companies fail from trying to do too much too fast than from going too slow. Give Each Person a Clear Positioning This is where most companies go wrong. They tell 3 team members to “post on LinkedIn” without any strategic direction. The result is random, overlapping, unfocused content. Each team member should have a clear and distinct positioning. Think of it as their content territory. They own specific topics that align with both their expertise and your company’s goals. Example for a B2B SaaS company: CEO: posts about building a SaaS company, market trends, and leadership lessons VP Product: posts about product strategy, feature development, and user research Head of Growth: posts about demand generation, LinkedIn strategies, and conversion optimization Notice how there’s minimal overlap. Each person owns their lane. The audience gets variety, and the brand gets comprehensive coverage. We’ve helped Scalezia install this team-led strategy. Want us to install yours too? My team and I create your strategy, publish your content, grow your team personal brands, and generate warm leads for your business on LinkedIn → more information [ https://substack.com/redirect/6b018ad9-9914-4384-a763-b61bd24a62ac?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Chapter 5: Building Your Team Content Pillars Once you’ve chosen your team and assigned positioning, you need to map out what each person will actually talk about. This is where topical mapping comes in. The Topical Mapping Framework A topical map is a structured breakdown of the themes, subtopics, and specific angles each team member will cover. It ensures you never run out of ideas and that your content stays strategically aligned. Here’s how to build one: Start with 3-4 core themes per person. These are the broad categories their content falls into. Break each theme into 5-10 subtopics. These are more specific angles within each theme. Turn each subtopic into 3-5 content ideas. These are the actual posts you’ll create. Example topical map for a Head of Growth: The goal is to have at least 60 content ideas mapped out before you start publishing. This gives you roughly 3 months of content at 5 posts per week,and removes the “what should I post about?” friction completely. Pro tip: content pillars should overlap with buying triggers The best topical maps don’t just showcase expertise, they address the exact problems your prospects face before they buy. Map your pillars to your buyer’s journey stages: problem-aware, solution-aware, and product-aware. Your Team should cover the 3 levels of content I’ve audited over 100 content strategies, and most of them skip the same thing. They only create one type of content. But to cover your market properly, you need three levels. Strategic content (high-level insights, industry trends, vision, and point of view) speaks to C-levels, investors, and VPs. Tactical content (frameworks, playbooks, step-by-step strategies, and decision frameworks) resonates with managers and senior ICs. Operational content (tutorials, templates, workflows, tool walkthroughs, and checklists) serves the teams doing the work every day. Each level is equally important because people engage with what helps them in their day-to-day. This is where team-led content gets really interesting. You can reverse-engineer this system by matching each content level to the right person in your organisation: Your C-levels post strategic content, your managers post tactical content, and your team members post operational content. Instead of one person trying to cover everything and sounding inconsistent, each voice naturally owns the level that matches their expertise. The result: total coherence across all three levels, and a brand that speaks directly to every layer of your buyer’s organisation. Chapter 6: Publishing as a team Most teams skip the calendar and just “post when they feel like it.” That’s the fastest way to be inconsistent. A content calendar doesn’t need to be complicated. It just needs to answer three questions for every post: who is publishing what format and when. The key is to batch your planning. Plan two weeks of content in one sitting, then your team only needs to review and approve. This removes the biggest friction point: the daily “what should I post today?” question. When the calendar is filled, your team just executes. Coordination Without Micromanagement The biggest risk with multi-profile publishing is chaos. Different people posting random things at random times with no coherent strategy. Here’s how to prevent that: Shared content calendar. Use a simple tool like Notion or Google Sheets where everyone can see what’s planned for the week. Weekly content sync. A 15-minute meeting where the team aligns on themes, reviews upcoming posts, and gives feedback. Central content support. Whether it’s an internal content team or an agency like ContentPath, have someone who handles design, editing, and scheduling so your team members can focus on ideas and expertise. Clear ownership. Each person knows their content pillars and posting schedule. No ambiguity about who posts what and when. Posting cadence that works We recommend 3 posts per week per person as this is enough to stay visible without burning out. Stagger posting times across team members so you’re covering different parts of the week. Example: CEO posts Mon/Wed/Fri, Product Lead posts Tue/Thu, Growth Lead posts Mon/Wed/Fri. Chapter 7: The 3 Content Formats That Work After creating content for 160,000+ followers and managing content strategies across dozens of B2B brands, I’ve found that three formats consistently outperform everything else on LinkedIn. These are the three pillars of a team-led content strategy. Aim for roughly 40% educational infographics, 40% carousels, and 20% personal branding posts. This positions you as both an expert and a real person. Adjust based on what resonates with your specific audience. Format 1: Educational Infographics These are visual explanations that solve very specific problems for your audience. Think of them as mini-guides that teach something actionable in a single image or short slide sequence. Why they work: Infographics combine the stopping power of visual content with the value of educational content. They get saved and shared because they deliver immediate utility. On LinkedIn, visual content consistently outperforms text-only posts in terms of impressions and engagement. Best practices: Solve one specific problem per infographic. Don’t try to cover everything. Use clear visual hierarchy: headline, subpoints, and a takeaway. Include your name and branding subtly so it gets attributed when shared. Pair it with a short caption that gives context and invites discussion. Pro tip: you can reuse your foundational infographics across multiple profiles Format 2: Carousels Carousels let you share bigger frameworks, detailed breakdowns, and your personal point of view on the market. They’re the LinkedIn equivalent of a blog post, but with higher engagement and more visual appeal. Why they work: The swipe mechanic increases time spent on your post, which the algorithm rewards. Carousels also let you structure complex ideas into digestible slides, making it easier for your audience to absorb and remember your frameworks. Best practices: Start with a strong hook slide. The first slide determines whether someone swipes. Keep each slide focused on one idea. Don’t overload with text. End with a clear CTA or summary slide. Use consistent branding across all slides. Format 3: Personal Branding Posts These are text posts where you share your journey, opinions, behind-the-scenes stories, and market perspectives. They’re the human layer that makes people connect with you, not just learn from you. Why they work: People buy from people they know, like, and trust. Educational content builds the “know” and “trust” parts. Personal branding posts build the “like” part. They make you relatable, memorable, and differentiated from everyone else sharing tactical advice. Best practices: Be specific. “I learned a lot this year” is weak. “I lost my biggest client in March and here’s what it taught me” is powerful. Share opinions you actually hold, not generic hot takes for engagement. Mix personal stories with professional insights because the best posts do both. Chapter 8 (bonus): Content Collaborations with Other Creators One of my favorite tactics to accelerate growth is collaborating with other creators on content. This is team-led content extended beyond your company walls. Content collaborations work for 3 reasons: First, you get exposed to an entirely new audience that already trusts the creator you’re collaborating with. That’s borrowed credibility. Second, the content tends to perform better because both audiences engage with it, signaling to the algorithm that it’s high-quality. Third, it builds real professional relationships that extend far beyond a single post. How Content Collabs Work The concept is simple: you partner with another creator in your space to co-create a piece of content. Both of you bring your expertise and audience. The result is a piece that performs well for both parties because it taps into two engaged networks. At ContentPath, we typically do this with infographics. Here’s the workflow: Identify a creator whose audience overlaps with yours but who isn’t a direct competitor. Reach out with a specific idea or angle that plays to both of your strengths. Co-ideate the content together. Both parties bring unique perspectives. One team handles the design and production (we handle this at ContentPath). Both creators publish the piece on their respective profiles, tagging each other. Finding the Right Collab Partners Look for creators who have an audience that matches your ICP, who share similar values and quality standards, who are active and consistent posters (not dormant accounts), and whose expertise complements yours rather than duplicating it. Start small. Your first collab doesn’t need to be with a 100K-follower creator. Some of the best collaborations I’ve done have been with creators in the 5,000 to 20,000 range who have highly engaged, niche audiences. Want to get inbound leads for your B2B business? Work with me on your LinkedIn strategy Option 1: Done for you [ https://substack.com/redirect/6b018ad9-9914-4384-a763-b61bd24a62ac?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] - My team and I create your strategy, publish your content, and generate warm leads for your business on LinkedIn → more information here [ https://substack.com/redirect/6b018ad9-9914-4384-a763-b61bd24a62ac?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Option 2: Done with you [ https://substack.com/redirect/230fd8d6-e5cc-4005-aac1-21ea78bf2de6?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]- Install my LinkedIn content and lead generation systems during a 5-week coaching program → more information here [ https://substack.com/redirect/230fd8d6-e5cc-4005-aac1-21ea78bf2de6?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.hH5FFE5l3YrypCGQylp6EhCDk2nxdU0qBbvZeXAeMDc?

View this post on the web at https://pierreherubel.substack.com/p/7-infographics-to-fix-your-marketing Hello welcome to this edition! Business growth is all about getting warm qualified prospects in your system. Now the question is how do you get this consistently? Outbound? Ads? Leadgen? Content? Well, the answer is to systemize your approach. So in this edition, I’ll share; 7 Infographics to Fix Your Marketing System in 2026 Thanks to these 7 infographics, you’ll: Know how to structure your marketing system What to prioritize so you actually grow the revenue The traps and mistakes to avoid for a robust system Want to get inbound leads for your B2B business? Work with me on your LinkedIn strategy Option 1: Done for you [ https://substack.com/redirect/afd9ce77-3cea-4adb-8e96-bbc21efa5b03?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] - My team and I create your strategy, publish your content, and generate warm leads for your business on LinkedIn → more information here [ https://substack.com/redirect/afd9ce77-3cea-4adb-8e96-bbc21efa5b03?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Option 2: Done with you [ https://substack.com/redirect/88876981-463d-4de2-aae5-8c25682e0506?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]- Install my LinkedIn content and lead generation systems during a 5-week coaching program → more information here [ https://substack.com/redirect/88876981-463d-4de2-aae5-8c25682e0506?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Infographic 1 - The old B2B Marketing Playbook vs the New B2B Marketing Playbook The B2B marketing playbook has changed significantly over the last 3 years: The old model was about generating leads and tracking where they came from. The new model is about creating demand consistently and identifying which accounts are ready to engage. The foundations remain the same: a clear ICP, strong positioning, and marketing discipline. But the tactics look different now. In 2026, the best marketing teams invest in content, partnerships, and personal brand collaborations to generate demand. They also collect intent signals to know who to prioritize. And they build demand capture systems to convert interest into pipeline when the timing is right. Infographic 2 - Organize your marketing day-to-day with demand gen + demand capture Most marketing teams struggle to organize their efforts. Here’s a great way to do it: Demand generation is about reaching the large portion of your audience that is not ready to buy yet, through content, visibility, and authority building. Demand capture is about converting the small segment that is ready to buy, through inbound systems and signal-based outbound. The challenge is that both need to run at the same time. If you invest heavily in demand generation but your capture system is weak, you get revenue leaks. If your capture system is perfect but you do not generate enough demand, the pipeline dries up. Most businesses fall into one of these two scenarios, and both are fixable. After working on over 600 marketing strategies, one pattern stands out: when a business figures out demand generation, the rest becomes a question of focus, investment, and time. So if you had to prioritize, start there. Infographic 3 - You can’t build a demand gen system with an unclear target audience Saying “we target CEOs” is not a target audience, it is a job title. Without knowing the industry, the company size, the buying process, or what the person is actually trying to solve, the messaging will always be too broad. That is why so many B2B companies end up with generic value propositions like “boost your revenue” or “get more leads,” because their ICP was never specific enough to say anything more precise. A real ICP goes deeper than firmographics and job titles: You need to understand why a specific type of company would buy now; What their internal buying process looks like; And what the person you are targeting is focused on day to day. That context is what allows you to write messaging that feels relevant instead of generic. The good news is that this is not complicated to fix. Start with company firmographics, get specific on the role, understand the buying triggers, map the decision process, and identify what they actually need. Each step narrows your focus and makes everything else, content, outbound, positioning, easier to execute. Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Infographic 4 - The 4 motions that fit into a demandgen system One of the most important decisions in your 2026 marketing strategy is choosing where to focus your efforts: outbound, inbound, or nearbound. This choice directly affects your budget allocation, your hiring decisions, and the tools you invest in. Outbound works well for niche, vertical businesses with a small addressable market, where reaching decision makers directly makes sense. The limitation is that it relies on people responding, and there is a ceiling to how far you can push it. Inbound is a long-term play that builds authority and attracts buyers over time, but it requires real expertise and at least three to six months before results become visible. Nearbound, which is an organized system of introductions through clients, partners, and advisors, is underused by most businesses. It generates highly qualified opportunities but takes time and structure to build properly. The most effective approach is to combine all three, with content amplifying both outbound and nearbound, and each motion reinforcing the others. Infographic 5 - Marketing-led vs Sales-led System: What to choose One question should shape your B2B strategy before anything else: do you want to build a marketing-led or a sales-led system? The answer affects your offer structure, who you hire, how you spend your time, and where your budget goes. A marketing-led system focuses on content, ads, and email to generate demand at scale. It works best when you target SMEs or midmarket with a straightforward MRR offer that does not require long sales conversations. A sales-led system puts the effort into 1:1 conversations, proposals, and business development. The offer is higher ticket, the sales cycle is longer, but each deal justifies the time investment. This model fits businesses targeting enterprises or operating in niche vertical markets. Both can work, but they require different skills, different teams, and different energy. The right answer depends on your ICP, your offer, and honestly, how you want to run your business day to day. Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Infographic 6: The difference between demand generation and lead generation Many founders push hard for leads as fast as possible, contacting everyone in the CRM, sending SDRs to every event, and chasing short-term targets. They ignore a simple reality: sales cycles are long, most prospects are not ready to buy right now, and your ICP has many other priorities competing for their attention. That is why demand generation matters alongside lead generation. Demand generation is the discipline of helping your audience consistently, through daily content, newsletters, guides, podcasts, and communities, so that when they eventually need help, your name comes to mind. The goal is not to choose one over the other. Lead generation, through landing pages, CRM scoring, and warm outbound, captures the demand that already exists. Demand generation creates new demand over time. When both run together as a connected system, the result is more predictable and more sustainable revenue. Infographic 7: Don’t focus only on lead generation but also on sales and upsell systems The biggest mistake in B2B revenue strategy is focusing entirely on adding new opportunities to the pipeline while ignoring the inefficiencies that cause revenue to leak elsewhere. If your closing rate is low, your initial contract value is weak, and your upsell system is underdeveloped, adding more leads will not fix the problem. It just fills a pierced basket. The fix starts with acknowledging two basic rules: Rule 1: It's easier to close a qualified prospect you're already in conversation with than to find a new one from scratch. Rule 2: You're far more likely to make a repeat sale with an existing client than with a stranger. That means improving show-up rates, closing rates, sales velocity, average contract value, contract duration, upsells, and client referrals. Each lever contributes to revenue without requiring more top-of-funnel investment. Want to get inbound leads for your B2B business? Work with me on your LinkedIn strategy Option 1: Done for you [ https://substack.com/redirect/afd9ce77-3cea-4adb-8e96-bbc21efa5b03?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] - My team and I create your strategy, publish your content, and generate warm leads for your business on LinkedIn → more information here [ https://substack.com/redirect/afd9ce77-3cea-4adb-8e96-bbc21efa5b03?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Option 2: Done with you [ https://substack.com/redirect/88876981-463d-4de2-aae5-8c25682e0506?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] - Install my LinkedIn content and lead generation systems during a 5-week coaching program → more information here [ https://substack.com/redirect/88876981-463d-4de2-aae5-8c25682e0506?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Unsubscribe https://substack.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.9QOkPIS3oyivYicOKAAiqrN2I7kCLo-F3g8RqEEV4qY?

View this post on the web at https://pierreherubel.substack.com/p/7-marketing-mistakes-hurting-your Last week I presented our $105K/mo marketing system. But what I didn’t mention is this: The first step to have a proper marketing system is to avoid marketing blunders. So in this edition, I’ll explain the: 7 Marketing Mistakes Hurting Your 2026 Growth (and how to fix them) I’ll share the top 7 mistakes ranking them from bad to very bad. And I will not stop there. I will also share 7 workflows to fix those mistakes. March bootcamp early bird tickets are now open! These 9 infographics generated 600K impressions on LinkedIn™. And I’m teaching you how to create yours during my 5-week content creation bootcamp. [ https://substack.com/redirect/5c7bc72c-5648-45d1-a33d-2fb45269fd3f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Join me and my team in a 5-week cohort to: Build your 2026 content strategy to become the authority in your niche Learn to create viral infographics on LinkedIn (and get more impressions) Install my lead generation systems to turn LinkedIn into a revenue channel 1. Not using your personal brand(s) to publish on LinkedIn Too many B2B companies still rely only on their company page (or don’t post at all). They post from the brand account, get 200 impressions, and then say “it doesn’t work.” That’s literally the recipe for invisible content (and wasted reach). Meanwhile, their founders and employees have networks of thousands just sitting there. 🔧 The fix is simple: choose 1 to 5 people in your company to publish content on their personal profiles, it will get more impressions Workflow: Choose 1-5 personal brands in house Create a topical mapping to identify content pillars Publish personal branding and expertise content consistently Btw, my new video about LinkedIn content strategy is out: 2. Creating a piece of content to only distribute it once Most content teams are stuck in “publish and pray” mode. They spend 10 hours on a newsletter, share it once, and move on to the next piece. No repurposing, no multi-channel distribution, no second life. That’s the recipe for exhausting content production (and zero ROI). 🔧 The fix is simple: use the 1 = 15 rule so every time you write a winning piece of content, you repurpose it into 15 other formats. Workflow: Ideate content based on unique insights Analyze the results, identify best performing insights Turn the insights into 15 more pieces of content in various formats 3. Not installing a proper outbound system Outbound is still seen as “send as many cold emails as possible and hope.” No intent signals, no warm-up sequences, no connection between content engagement and sales outreach. They blast strangers while ignoring people who already engaged with their content. Or they don’t do it at all because someone said “outbound is dead”. 🔧 The fix is simple: don’t listen to people who say “outbound is dead” and install a proper signal-based system, it will take you 2 months. Workflow: Choose a CRM to host and segment your database Find warm prospects and enrich based on signals Send targeted warm outbound sequences Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. 4. Messy messaging I still see a lot of inconsistent B2B messaging strategies in 2026. Some brands use too many messages, they change the copy often, and they say different things depending on the channel. That’s the recipe for a messy messaging (and poor performance). 🔧 The fix is simple: study your audience pain points and objectives (related to your offer) and structure a messaging strategy that you’ll keep for 6 months minimum Workflow: Interview customers and analyze public information Write your messaging (H1, main messages, taglines) Reuse the same messages consistently across channels 5. Poor marketing & sales alignment Sales blames marketing for “low quality” leads, marketing blames sales for not following up. Meanwhile, nobody agrees on what a qualified lead actually looks like. That’s the marketing vs sales war (it started a loooong time ago). 🔧 The fix is simple: align the marketing and sales team on a shared metric such as revenue pipeline and encourage collaboration. 6. Multiplying offers, ICPs, and messages but taking too few marketing actions This one is very specific but I see it a lot! The marketing strategy creates volume on the wrong side of the equation: only 1 piece of content but 4 different landing pages and 4 different offers. Every new campaign means a new page, a new offer, a new thing to maintain. Meanwhile, the distribution stays thin. The impact is twofold: you get low distribution, and the few people that get on your page have decision paralysis. 🔧 The fix is simple: start with one core offer, one audience, and one landing page. Then, put all your efforts into content, ads, outreach (what creates traffic). Workflow: Develop your signature offer, show it on a landing page (ideally with a VSL) Publish a lot of content, run ads, and reach out to your audience Do this daily for at least 6 months and embrace the results 7. Overthinking, procrastinating and ultimately being too slow This is more of a mindset problem than a mistake but it’s definitely the first one on the list. It’s usually connected to mistake (6), founders or marketers spend too much time perfecting their offer/campaign because they are afraid of the market or of reaching out to people. They do in 3 weeks what could be done in a day, and so everything gets delayed. I’ll explain with a simple metaphor; 📸 🐦‍⬛ The 10,000 Shots Rule Everything becomes solvable when you experiment fast. Think of marketing like photography. Imagine you need to capture the perfect shot of a bird flying. You have two options: try to nail it in one shot, or take 10,000 photos until you get the right one. Now, you can take those 10,000 shots in 1 week or in 1 year. The speed at which you take them will determine how fast you succeed. But the truth is, most people give up before reaching 10,000 photos. They’re not doing enough, and it feels like it’s taking too long. Finally I can use nano banana for something useful! March bootcamp early bird tickets are now open! You don’t need 100,000 followers to make it work. Join my 5-week bootcamp [ https://substack.com/redirect/5c7bc72c-5648-45d1-a33d-2fb45269fd3f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] to start growing impressions and leads on LinkedIn. Marco from my previous bootcamp hit 200,000 impressions with 2 infographics. Pierre's Content Guides is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Unsubscribe https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9waWVycmVoZXJ1YmVsLnN1YnN0YWNrLmNvbS9hY3Rpb24vZGlzYWJsZV9lbWFpbD90b2tlbj1leUoxYzJWeVgybGtJam8wTWpZMU1UVXdOREFzSW5CdmMzUmZhV1FpT2pFNE56VXhOalk1TXl3aWFXRjBJam94Tnpjd09UYzBOakE0TENKbGVIQWlPakU0TURJMU1UQTJNRGdzSW1semN5STZJbkIxWWkwMk9EYzFNemtpTENKemRXSWlPaUprYVhOaFlteGxYMlZ0WVdsc0luMC5fQ0tlSTVFYmFpQi1VMUd3NXdCOXdxalpKczRBQWVXQy1aaHBZc1JtZmJNIiwicCI6MTg3NTE2NjkzLCJzIjo2ODc1MzksImYiOnRydWUsInUiOjQyNjUxNTA0MCwiaWF0IjoxNzcwOTc0NjA4LCJleHAiOjIwODY1NTA2MDgsImlzcyI6InB1Yi0wIiwic3ViIjoibGluay1yZWRpcmVjdCJ9.GSWuWQVqRq_LjDHdiHgCJZMzeuKihQuyNJkKJ07iZ2Y?

View this post on the web at https://pierreherubel.substack.com/p/our-105kmo-marketing-system Hey welcome to this new edition! Our agency ContentPath just hit $105K in one month after 1 year. That’s our biggest month so far, 85% of this is monthly recurring revenue (MRR). And we have a $250K MRR goal for the end of the year. So in this newsletter’s edition, I’m going to present our $105K/mo marketing ecosystem. You’ll learn the 3 pillars of our marketing system: Pillar 1: Our LinkedIn content & conversion system Pillar 2: Our new warm outbound and social selling system Pillar 3: Our offer & sales system Let’s go! These 9 infographics generated 600K impressions on LinkedIn™. And I’m teaching you how to create yours during my 5-week content creation bootcamp. [ https://substack.com/redirect/c9779398-b379-4d17-823b-e9e2daa9f98f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Join me and my team in a 5-week cohort to: Build your 2026 content strategy to become the authority in your niche Learn to create viral infographics on LinkedIn (and get more impressions) Install my lead generation systems to turn LinkedIn into a revenue channel Pillar 1: Our LinkedIn content & conversion system Our content is the fuel of our inbound engine. We invest in thought leadership, social posts, articles, videos, or podcasts to get inbound leads. Tactic 1: consistent content creation with 3 formats First are educational infographics, where I solve very specific problems for my audience with clear, visual explanations. Second are carousels, which let me share bigger frameworks and my personal point of view on the market. And third are personal branding posts, where I talk about my journey, opinions, and behind-the-scenes work. Together, these formats position me as both an expert and a relatable person. Tactic 2: Content Creation on multiple team profiles In 2026, the fastest way to get seen on the feed and install a strong positioning is to publish on multiple profiles. You increase your reach but also create a network effect. Your audience gets the “they are everywhere” feeling. As a result, your personal brands reinforce the brand itself thanks to the halo effect. We also helped Lemlist to install this strategy: During 3 months, we worked with 3 personal brands of Lemlist to turn their expertise into magnetic infographics and distribute them on LinkedIn. Each team member should have a clear positioning and core topic. "ContentPath helped us to create awesome infographics and distribute them on LinkedIn across 3 personal brands at lemlist (with engagement up 30% compared to our average)" Domitille de Saint-Exupéry, CMO @lemlist Tactic 3: Content collabs with other creators One of my favorite things to do is to collaborate with other creators on Infographics. We co-ideate a piece of content and my team handles the infographic design. This is a great way for both creators to reinforce their positioning. → Btw, if you want to do a collab with me, reply to this email You don’t need 100,000 followers to make it work. Join my 5-week bootcamp [ https://substack.com/redirect/c9779398-b379-4d17-823b-e9e2daa9f98f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] to start growing impressions and leads on LinkedIn. Marco from my previous bootcamp hit 200,000 impressions with 2 infographics. Pillar 2: Our new warm outbound and social selling system In Q1 2026, I’ve installed a new warm outbound system. We implemented it for 3 clients and so I decided to install it for our business too. While the system will generate significant results in ~1 month, I can talk about it based on results generated for past clients. We have resources to help our audience first in the DMs As you know, some prospects are interested in our offer but they’re not quite ready to jump on a discovery call yet. So we like to help them first. They can use our free resources to start their content strategy. Eventually, we’ll contact them again to see if they need our help. The goal is to send DMs to people who showed an “intent signal” Warm outbound should always start with a signal that shows potential intent. This could be someone visiting our profile multiple times, downloading our guide, or opening several of our emails. Pillar 3: Our offer & sales system I’ve been building all kinds of offers since 2018 so I know how to make one succeed. It all starts with a growing market, a target audience with a pain point, and a solution to fix it. When you combine those three elements, you’ll have much better chance of succeeding. Then with the right offer, the rest is mainly consistency and following proven playbooks. We have a portfolio of offers Instead of relying on one product or service, we created a portfolio of offers that covers different entry points for my audience. From a front-end offer that makes it easy to start, to a core signature offer that anchors the business. Our done for you offer [ https://substack.com/redirect/62f92ef1-5c76-46a1-90ee-632453912862?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]: [ https://substack.com/redirect/62f92ef1-5c76-46a1-90ee-632453912862?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] with my agency, we create content for B2B businesses that want to grow impressions, authority, and leads on Linkedin. Our bootcamp [ https://substack.com/redirect/c9779398-b379-4d17-823b-e9e2daa9f98f?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]: it’s a group coaching program where I teach students how to create great content on LinkedIn over 5 weeks. Our infographics packages offer [ https://substack.com/redirect/f8734c31-dfa2-44d0-8e25-6334fe6278b7?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]: we provide packs of 5, 10, 20, 50 infographics for a fixed fee so our clients can test our design quality. This approach reduces risk and makes the business more resilient. Note: I also own an education business with online courses. The content-first course is where I add all my tactics on B2B marketing and B2B content. I’ll launch a V2 this year. I use a TLO system to test and launch offers The idea is simple: before investing heavily in one big launch, I test the concept in smaller ways to validate it. Once I see demand, I launch quickly to capture momentum, and then move into the operate phase, where I refine, optimize, and scale what works. For example, that’s how I validated my bootcamp in March 2025. One simple landing page got us to $1M ARR Our sales system is simple. We grew to $1M ARR with only one landing page [ https://substack.com/redirect/ce8cfa14-849c-4e5b-8c34-e15db3ffe670?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]. You can have a look, it’s really state of the art as I improved it month by month. I built it on Webflow with a freelance landing page designer landipixel.com [ https://substack.com/redirect/f4dffa06-86d8-4f24-91e0-6fc7741e26ac?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]. This page converted at least $40K of MRR. The hero section (above the fold) answers “what do they do?” The second section (below the fold) gives more information We recently added a portfolio page to showcase our work Our growth engine relies mainly on marketing I chose a marketing-led approach for my business. It fits my personality and my skills as a founder. We still do sales calls, but the heavy lifting is done by content and marketing. Here are the two possible approaches: 1/Marketing-led: The efforts are mainly on marketing actions (content, ads, emails...). So you need an offer that is easier to sell and requires fewer 1:1 conversations. You maximize the volume of interactions with your ICP and create a frictionless first sale. It’s ideal if you target SMEs, midmarket and sell an MRR offer. 2/Sales-led: The efforts are mainly on sales actions (BDR, proposals, calls...). You spend a lot of time in 1:1 conversations but have a high-ticket offer that makes this profitable. You maximize the $ACV and $LTV of each deal but spend a lot of time in actions that "don't scale". It's ideal if you target upmarket and enterprises (or if you're in a vertical niche). Last note: we’re building an “allbound” motion Content, partnerships, and outbound collaborate together to generate a constant flow of qualified opportunities. But we cannot launch the entire machine in one day so we experiment with programs and then stack them together. Join my 5-week content creation bootcamp Through a series of workshops, you’ll learn to ideate, write, and design content. Unsubscribe https://substack.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.buVkWB75ID9r24r_70uv0LddD6hs5_3K3ILjNhZQuIg?

View this post on the web at https://pierreherubel.substack.com/p/the-full-b2b-marketing-playbook-for Hello and welcome to this special edition: The full B2B Marketing Playbook for 2026 [Guide] In the past 3 years, B2B marketing flipped from “generate leads and track attribution” to “create demand and detect intent.” This playbook shows you how to make that shift. And I’m using it to scale my new agency from $1M ARR to $3M ARR in 2026. The playbook has 5 interconnected layers: Content Ecosystem – Build top-of-mind awareness through consistent content across formats (podcasts, short videos, newsletters, thought leadership) Signals – Detect and analyze intent signals from profile visits, engagement, website activity, and downloads Advertising – Promote your best organic content with a focus on retargeting Demand Capture – Build systems to capture prospect information and intent through webinars, forms, and lead magnets Warm Outbound – Contact prospects with the highest intent scores via email, DMs, and phone In this newsletter, I’ll break down exactly how to execute each layer. My new LinkedIn™ bootcamp starts in February! Book now to get the early bird price 🐦 (only 10 seats available) Grow Impressions, Leads, and Authority on LinkedIn in my new 5-week bootcamp! After training 400+ B2B professionals, I’m opening a new cohort of my 5-week LinkedIn Content Creation Bootcamp. This isn’t another course you’ll never finish. It’s a hands-on program where you’ll build your content system with direct feedback from me and my team. Build your 2026 content strategy to become the authority in your niche Learn to create viral infographics on LinkedIn (and get more impressions) Install my lead generation systems to turn LinkedIn into a revenue channel You’ll get strategic reviews from me, and help from our copywriters and designers! Alright, let’s jump into the 2026 B2B Marketing Playbook; Preamble: Some businesses are not ready to buy Some businesses are not ready to buy (for various reasons) and don’t want to be in your linear sales sequence. The best scenario is to build top of mind awareness for these types of buyers through content marketing. “95% of your potential buyers aren’t ready to buy today. These 95% are “out-market” today, but will be “in-market” sometime in the future.” LinkedIn Marketing Solutions The full B2B marketing playbook in one visual: 5 pillars to install in 2026 This infographic recaps the entire playbook in a nutshell. In this newsletter, you’ll find the exact breakdown to implement it. Alright, let’s analyze each pillar of the playbook now: 1. Create content for passive buyers This is the first part of the system. You need to create educational content for businesses that might need your offer in the future. This will help you to build to establish top-of-mind awareness (TOMA) for when the need arises. B2B buying journeys aren’t linear. Prospects bounce between channels, consume information out of sequence, and educate themselves on their own terms. That’s why a varied content ecosystem ensures your brand stays top of mind regardless of where or how a potential buyer chooses to learn. Here’s how you can build yours: Define clear content pillars aligned with your ICP’s problems Publish consistently and coherently across time to stay top of mind Vary formats and channels to maximize reach A/Define clear content pillars aligned with your ICP’s problems Content pillars are the key themes that define your brand’s content strategy. They act as the foundation for all your content efforts, so you stay consistent in your messaging. These pillars must align with your business goals, your target audience’s problems, and the value you provide. Then, you need to break down each pillar into 5 sub topics to guide your daily content creation. When you follow your pillars, you build a broader narrative across all your content. This is how you create positioning over time, not with one post, but with hundreds of posts that connect together. This process builds a dense, interconnected narrative that sets you apart from competitors publishing random content with no direction. B/Publish consistently and coherently across time to stay top of mind Your prospects are constantly evaluating if your brand is worth their time. Too much promotional content turns them off. But when you consistently produce educational content that solves their problems, you expand your zone of influence. Every piece you publish becomes a beacon that attracts new prospects. You’re creating inbound demand by providing useful insights continuously instead of pushing aggressive sales messages. Consistency triggers three psychological effects: The Repetition Effect: the more your audience sees your content, the more they trust you. The Authority Bias: by sharing insights regularly, you become the go-to source in your field. The Halo Effect: a positive overall impression makes people receptive to everything you do. Keep showing up with useful content, and prospects will come to you first when they’re ready to buy. C/Vary formats and channels to maximize reach Publishing on one channel with one format limits your reach. You need to multiply brand touch points to multiply interactions with prospects. This means repurposing your best insights into different formats (posts, carousels, videos, newsletters) and distributing them across channels. But you also need a signature format that make your content instantly recognizable. When people can spot your post before reading your name, you’ve created something memorable. Use the RARE framework: Make your formats Recognizable (consistent visual cues) Actionable (people can save and apply them) Repeatable (you can produce many of them) Engaging (they spark comments and shares) This is how you turn content into a growth engine. In my 5-week bootcamp [ https://substack.com/redirect/7ea4f365-a4c8-4eae-a1df-b8bdbf7e5cd8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ], you’ll setup your LinkedIn content strategy for 2026 → Join now to benefit from the early bird price [ https://substack.com/redirect/7ea4f365-a4c8-4eae-a1df-b8bdbf7e5cd8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] “My visibility has increased by 700%. Joining this bootcamp was my best decision in 2025.” Here’s what Marco from my previous bootcamp shared 2. Build a solid intent signals gathering system This is the second part of the system. For a long time, marketers thought attribution was the key. But intent signals are now more important. You need to constantly identify prospects with higher intent than average and focus your efforts on them. Around 95% of your market is not ready to buy. But roughly 5% is “in market” and looking for solutions. That’s why you need a system to find them first. Here’s how to build yours: Track content engagement across all channels Score prospects based on signal type and frequency Centralize everything in one CRM or system A/Track content engagement across all channels Your content ecosystem creates signals everywhere. LinkedIn engagement, profile visits, newsletter opens, webinar attendance, guide downloads. Each interaction is a clue that someone is interested in what you sell. If you’re not tracking these signals, you’re flying blind: you have warm prospects waiting to be contacted, but you don’t know who they are. The key is to capture engagement across all your brand touchpoints. More content means more interactions, and more interactions means more clues about who’s ready to buy. Don’t just publish and hope for the best. Build a system that tells you exactly who engaged, where, and when. B/Score prospects based on signal type and frequency Not every signal has the same weight. A company hiring a new VP of Sales (external signal) is interesting, but someone who visited your pricing page 5 times (engaged signal) is much stronger. Engaged signals show the prospect already knows you and is actively exploring your offer. They have a higher chance of closing because they’re familiar with your brand. Prioritize engaged signals over external signals in your daily outbound. A prospect who attended your webinar, downloaded your guide, and liked 3 posts is warmer than someone who just raised a funding round. Rank your signals by importance and focus your efforts on the prospects with the highest intent scores. C/Centralize everything in one CRM or system Signals are useless if they’re scattered across 10 tools. You need one place where all intent data flows (LinkedIn engagement, email opens, website visits, webinar attendance). This is your intent gathering system. Without it, you’re missing the whole point: spending your time and money on prospects with the highest chance of success. When everything is centralized, your marketing and sales team can see the full picture. They know who engaged, how often, and through which channels. This means better prioritization, higher closing rates, and faster sales velocity. Build the system once, and it works for you every day. 3. Use ads and partnerships to amplify what already works This is the third part of the system. Ads and partnerships will not create demand out of the blue. But they will expand your reach and reinforce awareness through repetition. The key is to connect your ads system to your content strategy. Stop seeing ads or partnerships as a magic shortcut for lead generation. The average B2B sales cycle is 4 months long, yet founders expect ROI in 2 weeks. Shift your expectations and use ads to amplify what’s already working organically. Here’s how to do it: Promote your top-performing organic content Retarget engaged and high-intent audiences Amplify what works with partnerships A/Promote your top-performing organic content Stop creating ads from scratch. Test topics and formats with organic content first (LinkedIn posts, YouTube shorts, newsletters). Track what gets the most engagement, saves, and shares. Then promote the best performing content with paid ads. This organic-to-paid system reduces risk and increases ROI. You already know what resonates with your audience before spending money. The combo “ebook + book a demo” is not enough anymore. Experiment new formats, test new channels (Meta, TikTok, Google, YouTube, LinkedIn, Reddit), and track early performance signals. B/Retarget engaged and high-intent audiences Your ads should target people who already interacted with your brand. Install tracking pixels on your website and retarget visitors with relevant content (product videos, case studies, testimonials). These prospects are warmer than cold audiences. Build your ads based on your customer’s buying journey. Analyze what they need to read to move to the next stage. Someone who visited your pricing page needs different content than someone who just discovered your brand. Match your ad message to their level of awareness. C/Amplify what works with partnerships B2B partnerships are evolving from brand-to-brand collaborations to personal brand partnerships. As marketing moves toward thought leadership, owned channels, and creator-led content, partnerships must follow. Start with your internal personal brands publishing on their own channels,then expand: co-create content with influencers, get industry thought leaders to mention your brand, incentivize clients to share how they use your solution, and partner with complementary solutions for co-distribution. Here are 5 partnership tactics to deploy: Tactic 1: Your internal personal brands publish on their own channels. Tactic 2: Your internal personal brands co-create (and co-distribute) collaborative posts with influencers. Tactic 3: Thought leaders in your industry publish content about your brand. Tactic 4: You incentivize your clients to show how they use your solution. Tactic 5: You co-create and co-distribute content with complementary solutions. Integrate and measure: Partnerships shouldn’t operate in silos. Connect them to your GTM system by analyzing results, collecting engagement data, fueling warm outbound campaigns, boosting top content with ads, and repurposing across formats. Track both secondary metrics (impressions, engagement, growth) and primary metrics (inbound leads, ICP-fit engagement) to answer the key questions: Are we growing awareness? Generating inbound? Enabling warm outbound? 4. Get ready to capture demand from active buyers This is the fourth part of the system. Content creates demand but it doesn’t capture it. People might love your posts, but that doesn’t mean they’ll take the next step. They might be interest but they’re busy or forgot to reach out. When they’re ready, businesses want a fast response. If you take 48 hours to reply to an inquiry, you’ll lose (especially in red ocean markets). You need a system that harvests the attention you’re getting. Here’s how to do it: Optimize social profiles for conversion Use dynamic forms to segment and qualify leads Create soft captures like webinars, guides, or templates A/Optimize social profiles for conversion Your social profile is often the first touchpoint before a prospect reaches out. When someone visits your LinkedIn profile after engaging with your content, they’re evaluating if you’re worth their time. Your profile should clearly explain the problem you solve and for whom. Think of your profile as a landing page. It should answer three questions: What do you do? Who do you help? What’s the next step? If your profile is vague or self-centered, you’ll lose warm prospects before they even send a message. Make it easy for them to understand your offer and take action. B/Use dynamic forms to segment and qualify leads Not all inbound leads are equal. Some are ready to buy today, others are just curious. Dynamic forms help you segment and qualify leads automatically so your sales team focuses on the right prospects. Ask the right questions upfront: company size, budget, timeline, main challenge. This data helps you prioritize high-intent leads and route them to the right person faster. The goal is speed and relevance: respond quickly with the right message to the right prospect. C/Create soft captures like webinars, guides, or templates Social media engagement is great, but you don’t own your audience. Algorithms change, platforms evolve. That’s why you need to convert attention into email sign-ups. Once prospects are on your list, you control the relationship. Offer templates, swipe files, playbooks, or Notion dashboards. Host webinars or create guides that solve a visible, painful problem. These resources give prospects an easy entry point. From there, you can nurture them with longer-form content and move them closer to the sale. 5. Run warm outreach for potentially active buyers This is the fifth part of the system. Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out. Acknowledge this reality and contact them directly. Warm outbound is a sales strategy for contacting prospects who’ve shown interest through prior engagement. Unlike cold outbound, you’re contacting people who already care about what you’re doing. Higher reply rates, faster sales cycles, and better conversion. Here’s how to do it: Build a daily social selling routine Create warm email sequences for engaged prospects Deploy ABM tactics for larger accounts A/Build a daily social selling routine Social selling is about using LinkedIn to turn profile visitors and engagers into leads. It combines content, engagement, and direct outreach. When you post content and engage in comments, people visit your profile. That’s your signal to start a conversation. Commit 30 minutes per day to this routine and you’ll book calls within weeks. Here’s a simple daily checklist: comment on 5 posts from your ICP, comment on 5 posts from industry experts, like 10 posts from your industry, check your profile visitors, start 5 DM conversations, and reply to all important DMs. Don’t start with a sales pitch but with a genuine conversation. Use triggers like “I saw you liked my post about X” or “I saw you visited my profile” to open the door. Add interesting profiles to your CRM and let your sales team follow up. B/Create warm email sequences for engaged prospects Email extends your warm outbound beyond LinkedIn. When someone downloads your guide, attends your webinar, or clicks multiple times on your newsletter, they’re signaling interest. That’s your cue to follow up with a personalized sequence. Your outreach flows should match the type of signals. Light engagement gets an insight-driven message. Multiple intent signals (profile visits, email opens, link clicks) get a more direct sequence focused on conversion. Match your message intensity to their intent level and reach out while the signal is fresh. C/Deploy ABM tactics for larger accounts For high-value accounts, a single DM or email won’t cut it. You need a coordinated approach across multiple touchpoints. This is where Account-Based Marketing comes in. Research each account individually, map the decision makers, and craft one strategy per account. ABM works best when connected to your content and intent system. Your content creates demand. Your intent system identifies which accounts are warming up. Then ABM captures that intent and turns it into pipeline. Install your warm outbound system during my February bootcamp → Join now to benefit from the early bird price [ https://substack.com/redirect/7ea4f365-a4c8-4eae-a1df-b8bdbf7e5cd8?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Conclusion: The 2026 B2B marketing playbook relies on 5 connected pillars. It replaced an old school playbook focused on cold emails, leadgen ads, lead magnets and complex waterfall system. The new playbook is about consistently creating demand and actively prioritizing who to contact. This became possible thanks to new tech (AI, tools) and new B2B buyer behavior (self-serve buying journeys, social media as a buying channel). Unsubscribe https://substack.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.Ptk2SOaX7mQzW1aGp-E3uHCYGbjXy8LLWRloGnmXTgc?

View this post on the web at https://pierreherubel.substack.com/p/7-infographics-for-your-2026-marketing Hello welcome to this edition! Let’s kick off 2026 with the right marketing strategy. So in today’s edition I’m going to give you: 7 Infographics for your 2026 marketing strategy This edition is sponsored by Next Market Live by Weglot Free event [ https://substack.com/redirect/1b1014ad-a7df-4b8e-9870-cbfa5e8ad406?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]: International expansion tactics from marketers who’ve successfully done it Next Market Live by Weglot [ https://substack.com/redirect/1b1014ad-a7df-4b8e-9870-cbfa5e8ad406?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] is an event on 27.01.2026 dedicated to international expansion (in Paris and online). Learn practical tactics from marketing teams and leaders who've successfully entered new markets. For this edition, the focus is on expanding into Spain. Early traction strategies: How to validate demand and win first customers. Scaling playbook: How to choose the right channels, build partnerships, and align teams. Get practical insights from 14 marketers and sales experts who’ve done it before Let’s jump into the 7 infographics: Infographic 1 - Focus on the right marketing priorities for your 2026 roadmap In 2026, businesses will face two options: chase shiny new tactics or focus on foundations and what truly matters. The last 12 months brought constant marketing innovations, new tools, and AI updates, making it hard to avoid the shiny object syndrome. But the real winners will keep building marketing foundations (clear ICP, strong offers, brand narrative) while adapting to what matters in 2026 (AI for workflows, intent signals, content repurposing). They might test innovations, but they won’t lose focus on what drives real results. Infographic 2 - Stop opposing pull and push marketing tactics (combine them instead) In 2026, the best brands combine pull and push marketing because they make each other stronger. When your content and online presence are solid, your outbound actions get better results, and your outbound helps you reach people who won’t contact you directly. So stop thinking “inbound only” or “outbound only” because they cover different needs: push gives you immediate results but requires constant investment, while pull builds long-term results but needs consistency. The winning approach is to combine them into one system. Infographic 3 - Build a marketing system, not just a series of random acts of marketing After auditing over 500 marketing strategies, my advice is to ask yourself: “Do we have a marketing system, or just random acts of marketing?” To answer, look at the past 12 months, list all your marketing actions, and check if they were connected or disconnected. This matters because there are only two types of marketing: reactive (launching actions based on short-term demand) and proactive (connecting programs into a system). The second type always gets better results. Infographic 4 - Categorize your audience into 3 types for a precise content strategy In 2026, publish content that targets your broader audience, not only your ICP. If your content is too niche, fewer people engage, which means your content reaches fewer ideal customers. But don’t optimize for virality either. Instead, create a balanced content plan with high-level insights, opinions, tactical frameworks, and case studies. And remember: pure information won’t be enough in 2026, you need to add your unique perspective. Infographic 5 - Create 2 types of content to adapt to your clients’ buying journey When asked what content to create, I recommend starting with two types: authority-first content to position your brand as the go-to expert, and sales enablement content to help close deals. But remember: passive buyers won’t become active in a week, and a like doesn’t equal buying intent. So don’t be needy and instead adapt to your buyers’ preferred journey with patience and consistency. Because intent grows slowly, becoming the go-to expert takes time, but becoming spammy noise happens fast. Infographic 6 - Don’t focus only on client acquisition, use other revenue levers When founders say they need more clients now, I ask: “have you considered increasing prices, upselling, adding options, or turning contracts into subscriptions?” Your existing customers are already qualified with no acquisition cost, and if you helped them once, you can help them again. Not harvesting these opportunities means revenue leaks. To do this, run a survey to analyze their needs, create an offer that matches, test it on a sample, and continuously iterate. Infographic 7 - Review the foundations of your marketing strategy (yearly update) Many businesses assume they know their customers because they’ve been in the industry for years or have an old persona doc. But they often know just the tip of the iceberg: they see problems but not deeper roots, use firmographics instead of psychographics, and don’t update their persona yearly. This lack of clarity weakens everything: value proposition, positioning, and messaging. That’s why you should review your foundations yearly: research your customers to sharpen your value proposition, understand why they buy, and know where to spend. Alright that’s it for today! This edition is sponsored by Next Market Live by Weglot Free event [ https://substack.com/redirect/1b1014ad-a7df-4b8e-9870-cbfa5e8ad406?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ]: International expansion tactics from marketers who’ve successfully done it Unsubscribe https://substack.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.hYPTpAAjpqLIcq29IMOD0EtUiQQiGdFdLNCHznVpCe4?

View this post on the web at https://pierreherubel.substack.com/p/the-4-week-content-plan-to-kick-off Hello and welcome to this edition 👋 Let’s kick off 2026 with a solid content plan! In this newsletter I will share: How I’m finding my inspiration to start the year The 27 types of content for 2026 (infographic) A breakdown of the 4-week Content Creation Plan The 1 = 15 rule implementation to repurpose best content Generate Leads and Authority with LinkedIn content: work with me and my team [ https://substack.com/redirect/0b6c0d85-3a9c-4e53-85d1-9219417c30a9?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] We’ve helped teams like Semrush, Lemlist, Primelis, and ColdIQ to grow their presence on LinkedIn. We run your content strategy and warm outbound engine so you consistently gain authority and generate qualified leads. Content strategy and personal branding Infographics, carousels, and posts creation Lead generation systems with warm outbound 🎁 To start the year, we are offering you a full LinkedIn profile audit [ https://substack.com/redirect/0b6c0d85-3a9c-4e53-85d1-9219417c30a9?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] Alright, let’s jump into the newsletter! How I’m finding my inspiration to start the year It’s not easy to go from holidays to “let’s write content” So I had to find a way to get inspiration. And after a few days, I think I’ve found it! Here’s what I did… Step 1 - Cut external noise, and focus on one direction ✂️ The wrong approach would be the scroll endlessly on YouTube and click on all the appealing thumbnails. Instead, I chose to cut the noise and read only about what fits my direction. I’ve decided to focus this first week of creation on “the 2026 B2B Marketing Playbook.” Step 2 - Create an anchor piece of content ⚓ My anchor piece of content is a full newsletter about “the 2026 B2B Marketing Playbook”. It will probably go live next week but I’ve already published 2 LinkedIn posts around this topic. I’ll consolidate all my insights into the final newsletter. Step 3 - List ideas, research, and write 💡 Based on this anchor content, I’ve identified related topics such as “creator partnerships”, “how to analyze content results in 2026”, “how to kick off 2026 with a content plan” or “how to track signals”. So I’m now doing extensive research to write those pieces. Here’s a content planning methodology that will help you; The 27 types of Content to add to your plan This chart gives you 27 types of content organized in 4 different areas: Top left: High-effort authority content like Industry Reports and Top 10 Lists. Top right: High-effort sales content like Case Studies and Client Interviews. Bottom left: Quick authority content like Quotes, Podcast Clips, and Expert Tips. Bottom right: Quick sales content like Testimonials, Founders’ Story, and Results Announcements. The goal is to mix authority and sales content. Get our help [ https://substack.com/redirect/0b6c0d85-3a9c-4e53-85d1-9219417c30a9?j=eyJ1IjoiNzF4cDQwIn0.VLQsNiiAawz-DS2VtWTrcrG2IFeLIxnWNFcK9akSjpY ] to plan and create your content. Now here’s how to plan your content; Full 4-week Content Creation Plan This is a 4-week content calendar designed to keep your content consistent and varied. Each week features a mix of educational, promotional, and community-building posts to help you connect with your audience, showcase your expertise, and drive results. Week 1 Top 10 List – A curated ranking of tools, tips, or resources in your niche. Client Interview – A Q&A conversation highlighting a client’s experience and results. Before and After Story – A visual or narrative showing transformation from problem to solution. How We (outcome) – A behind-the-scenes look at how you achieved a specific result. Industry News – Commentary on recent developments affecting your field. Celebration – A milestone announcement such as an anniversary, follower count, or award. Week 2 Best Practices – Proven methods your audience should follow. Industry Trends List – Emerging patterns shaping the future of your sector. Industry Report – Data-driven insights or survey findings. Podcast Clip – A short audio or video snippet from a longer conversation. How-To Guide – Step-by-step instructions for completing a task. Company News – Internal updates like new hires, office moves, or product updates. Problem Agitate Solution – Identify a pain point, amplify the urgency, then present your fix. Week 3 Founders’ Story – A personal narrative about why you started the business. Case Study (Full) – A detailed breakdown of a client challenge, process, and outcomes. Expert Tips – Actionable advice from you or a guest specialist. Live Q&A Session – Real-time audience interaction answering questions. Results Announcement – Sharing metrics or wins from a recent project. Quote – An inspirational or thought-provoking statement. Launch Offer – A promotional deal tied to a new product or service. Week 4 Case Study (Overview) – A brief summary version of a client success story. Opinion – Your stance on a debatable industry topic. Client Testimonial – A direct quote or video from a satisfied customer. Poll – An interactive question to gather audience input. Build in Public – Transparent progress updates on what you’re creating. Resource List – A compilation of helpful tools, links, or references. Comparative Analysis – A side-by-side evaluation of options, approaches, or competitors. The 1 = 15 rule implementation to repurpose best content At the end of the 4 weeks you'll have created 27 types of content. Then, if you follow the 1 = 15 rule, you'll transform those 27 pieces of content into 405 additional pieces. Step 1 - Analyze your past 30 posts Go through your recent content and gather performance data like views, likes, comments, shares, and saves. Step 2 - Identify the best performing ones Pick out the top 5 to 10 posts that got the most engagement or reached the most people. Don’t forget to look at the hidden engagement like saves, leads, or sends. Step 3 - Ask yourself: is it the hook, the topic, or the format? Figure out what made each top post work. Was it the hook that grabbed attention? Was it a topic your audience loved? Or was it the format like a carousel, video, or list? Step 4 - Turn the best ones into 15 more pieces Take each winning post and repurpose it into 15 new variations. Change the format, update the angle, expand on a point, or adapt it for a different platform. Use case: how we helped Lemlist to turn their expertise into visual content Here’s the step by step process we used: Identify “hot topics” related to Lemlist industry and useful for the audience Design magnetic infographics with proven formats that always perform Distribute the content across 3 personal brands (CEO, CMO, VP growth) Analyze the results and iterate on best formats and topics Unsubscribe https://substack.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.eX7nPjvWEihLmwENaHNT1QBvxGgYuGvHKSdvwUMfmp0?

[https://eotrx.substackcdn.com/open?token=eyJtIjoiPDIwMjUxMjIwMDMyNDA2LjMuMGFmNDJhOTc5ZDIzNmE0ZS5sY2VkdWVpN0BtZzIuc3Vic3RhY2suY29tPiIsInUiOjQyNjUxNTA0MCwiciI6ImJAZW1haWwuZ29tb2R1bHIuY29tIiwiZCI6Im1nMi5zdWJzdGFjay5jb20iLCJwIjpudWxsLCJ0IjpudWxsLCJhIjpudWxsLCJzIjo2ODc1MzksImMiOiJ1bmZpbmlzaGVkLXN1YnNjcmlwdGlvbiIsImYiOnRydWUsInBvc2l0aW9uIjoidG9wIiwiaWF0IjoxNzY2MjAxMDQ2LCJleHAiOjE3Njg3OTMwNDYsImlzcyI6InB1Yi0wIiwic3ViIjoiZW8ifQ.V4PZx7lE_5zhxeuQsE5Uejb2LvCHj8eGjux-EYNOaj0] Welcome to Pierre’s Content Guides! ͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­͏     ­ You subscribed to Pierre's Content Guides by Pierre [https://email.mg2.substack.com/c/eJx0kDtuwzAMQE9jbTVoSpbjQUOXXMPQh7aF6mPoUyC3L5IuzdCZ4HuPtLrRkctD9bT75OtJ7qN2U23xV_M5MaeEm27zjZGaFikRJhCSUdQ-bAclKrqR23T7M8UV2KlmMNOy4iKslbQjJ8H5QusOzgopnWVeIeA8IQJwFCBHPoLeBep1WR1yqQWNwZLr5JdBQDxwfJY1bb9GmyPzddsLvUpUK51YUGdrVx3454D3Ae-Xp1LopNINhbfdAe_s6mazOcaefHtslLQJ5H5BVzfBW_28f_NOydsy85UVZQYBL9945JhdD-UVUrtxOWqf1JuRtX-f2iuVJ1mgnKcZBLBvhT8BAAD__50Ig9Y] because it was recommended by Emily Kramer [https://email.mg2.substack.com/c/eJx0kEGOtCAQRk8ju9-UgKgLFv-mr2EKKLWmQQ3CJH37iT2b3sy26svLy_NYaD3yy9Z94Z2vjcK_q7rLZz4LH7sIVodu7EdBthuMkdCBNoIScpxX2iljoTBj-fjKCcRmJ4fLAmoMelrMMAbVOw2gJucXH3rSgq0E2XdSAiipwbSqBVy0xGmYglQGNbXRU6jEQ6MhrbK9zQr6Z-uPJPial0xvE1tyJRHtVsp5Nep_Ix-NfHyu74sGShxfX8-MibI4q5v9kVLdubxm2tFFCr-ks7rIHu8AMwdrxqFXk8jWvRnIsV2PdIQa89vkqi4cCXm3J1POtFGujqIof1atF-WbrKXpux40iG8rfwIAAP__TW-EMw] Unsubscribe from Pierre's Content Guides [https://email.mg2.substack.com/c/eJx0kkGPmz4QxT8N3P7I2GCWA4dsouyfqLBNlE12c0HGnoQhBlLbLE0-fZVIVbuHHq3neXrvNyOFg9NgrtnYH7FH24D6z461lQYvDofeV1mkwqf4yYcsTDinJCQR96ETqKsT9GCEA1UJ95dKU-I3mTomQDmPIWEqBlkTCSyUIVNcxglnsY8ZJTQOKSWE0YjwgAVEHCMq0iRVlHERQaAlqBEw8SLSnWhwT-aEPAdy6Hy01dHAI0nmzAi-zhrnLtZjM48uPbq8IBgDDZixBv1l1qNLIe_1PLpUaEWtoXoY_Xl7bOmGM_QeW8B1FUq6u75Tfc7bgRTtR1hs36ZyMbN5__wp2eYo9mt87eKwfpls3ulGzXNebCUt23wqtjNS4oSH92bK2-FneTuz8lawYrGm3-ari2QFvuJqUvvcle2JldsiznFCyXaYtwMeXvTtY7-yh12q6_3yUs9XafDsfpim3evjxyzdFF09lbPNXPy_uFWtW8W7dvu2XofyOw6bs0e50Lqy8KhsPbZ44LqMdSWHrht7dNcK-ntrlf2WNEpx_16hyvhTErPUN1ntReTBKTgN3aBGbR6bsGOthk5gn31B7rt_XtVowdydI8rjMCYR8T8z-isAAP__bKTc3A] [https://substackcdn.com/image/fetch/$s_!JmT3!,w_200,h_200,c_fill,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3c81a5af-135d-4e6d-9e91-0685edf60cde_750x750.png] Pierre's Content Guides [https://substackcdn.com/image/fetch/$s_!hGYK!,w_80,h_80,c_fill,f_auto,q_auto:good,fl_progressive:steep,g_auto/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff2bc3819-831f-4157-95cc-77524ed0c7e9_1080x1080.png] Welcome to Pierre’s Content Guides! Glad you could join me. [https://substackcdn.com/image/fetch/$s_!a2az!,w_488,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb34248c9-b906-49de-b731-3f5cb051e7b3_1456x1472.png]https://email.mg2.substack.com/c/eJx0ksuOnDwQhZ_G7EB2-QYLL1oj9WsgXwra-gHz-zLJzNNH0IqSTXZHqvI5n47L24pryl-mHUs8Ynlh6Etzxed41piOLhgR2CjHDg3TSgFlVKgOdxu3ecUDs60YZlv_msJEu5eRbAqKjjpMVmsYlfbOTShQWBzHBaCLBihIBkApB0HVwAdqFwF20lMArqzAYfMYGkZNBN1XGC6yav1_g097F8u8ZLxJTM0Nu828aj0L4Q8CTwLP39s-HNcDAs-42xUJPBes_nUviTITYBbsNwFG4GOZbauJwMf_b8Efa0rhGmzzmdOasZT4iYQ_SkU8CTzfmSCvVHlZyj_J_ZlK7XcM0Q6FD3a33-mwP8obR8LzbG6L_pY3W7ml4wLE6KfeTVT1YgrYO81ZzxfpHZUMteMzE1L9ZELDcB5rdzY3-7Tv7Yj1a8bDug3Du5Z3hr1-c47BqFFLPnXZOCLo3d6wpj2FtuW71tJcSLuNhzkj5owvzM3h1tV_nkgrmC9nAUoySQXtPg38CgAA___PVcL2 To say thanks, I have a gift for you that will help you create whatever market positioning you desire at the bottom of this email… But first, let me tell you what you can expect from this newsletter: Once a week, you’ll get the most in-depth B2B marketing guides on the internet straight to your inbox, for free. You’ll download everything I’ve learned in over 9 years of marketing… from bootstrapping my B2B agency from $0 to $1m in just 14 months (with only organic content)... to now running multiple 6-figure businesses. I’ll send you field-tested tips I’ve used to drive 50,000,000+ views and sky-high engagement from 150,000+ LinkedIn followers so you can grow faster, with fewer mistakes. LinkedIn Post Impression [https://substackcdn.com/image/fetch/$s_!A10P!,w_1100,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F7bfb5f54-a993-4216-b73f-7c910a57a38b_2802x610.webp]https://email.mg2.substack.com/c/eJx0ks2O5CgQhJ8G32xBAqZ84FBqyed9A4ufxIXWNl5-urfn6Ud2aTRzmVtImUR8CtKZimvK37odIR6xvND3pdnicjxrTEfntfDsIR8daqbGESijYuxwN3FbVjwwm4p-MfWPKUy0e-kwccckm1RA5ixVwbrRWTZRKiRVInRRAwXJACjlIOg48IGaIMBMavLARyNw2Bz6hlERQfcVhousGvfv4NLexbKEjDeJrrlht-lXrWch_ElgJjD_2nb-uB4QmONuViQwB6zudS-JshBgT0b_IcAIfITFtJoIfPz3Fvy5puSvwbacOa0ZS4mfSPizVMSTwPzOBHmlystS_k7uz1Rqv6OPZih8MLv5kQ7zVd44Euaz2S26W95s5ZbKBiuDFL2ZJt4LYGNvFQ-9chOjRirDH3aBB4X_R0aHL7Rndza7uLTv7Yj1e8HD2A39u5Z3hrl-c4lejw8l-dRlbYmgd3vDmvbk25bvWkuzPu0mHvqMmDO-MDeLW1f_eiKtYL6cBYySSSpo96nhZwAAAP__e8LCwQ But none of this information will truly be useful… unless you take action on it. So, take your first action step right now: Hit reply and tell me why you signed up! Your answer will help me create the best content for you, and it’ll help you commit to taking action on the information I give you. Now, onto your gift: ⇒ My Full B2B Positioning Playbook for 2025 [https://email.mg2.substack.com/c/eJx00LvOpDAMBeCnIR3ImJAMRYpt5jVQLoaJ_lxQLivN26-YbXaKrY-O_dlWNzpzeaueDp98fZEbazfVFn81nxNzirv5sT4YqVkKgTADF4yi9mE_KVHRjdyu2z8pbsBeyoljsYAStMMDSch5kYtewWyCgK-SeYWA64wIsCAHMS0T6IOj3uTmcBGa0xQsuU5eDhziidMta9r-TDZH5ut-FPpIVCudWFCv1q46LL8GfA74vDyVQi8q3VD46t7hgM_4Ho8ewmjQjFeu_j7Yp3O8gn6bnH_Y1c1uc4w9-fbeKWkTyP1ddnUTvNV3ZfdOiYdcl40VZQYOH9N05phdD-WDrd24HLVP6kvF2n8f3yuVezJHsc4rcGC_Ff4JAAD__7wEkMs]. My Full B2B Positioning Playbook for 2025 [https://substackcdn.com/image/fetch/$s_!R45A!,w_140,h_140,c_fill,f_auto,q_auto:good,fl_progressive:steep,g_auto/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff1a00f40-09aa-4731-8d74-b0aa3314727c_788x563.png]https://email.mg2.substack.com/c/eJx00LvOpDAMBeCnIR3ImJAMRYpt5jVQLoaJ_lxQLivN26-YbXaKrY-O_dlWNzpzeaueDp98fZEbazfVFn81nxNzirv5sT4YqVkKgTADF4yi9mE_KVHRjdyu2z8pbsBeyoljsYAStMMDSch5kYtewWyCgK-SeYWA64wIsCAHMS0T6IOj3uTmcBGa0xQsuU5eDhziidMta9r-TDZH5ut-FPpIVCudWFCv1q46LL8GfA74vDyVQi8q3VD46t7hgM_4Ho8ewmjQjFeu_j7Yp3O8gn6bnH_Y1c1uc4w9-fbeKWkTyP1ddnUTvNV3ZfdOiYdcl40VZQYOH9N05phdD-WDrd24HLVP6kvF2n8f3yuVezJHsc4rcGC_Ff4JAAD__7wEkMs MY FULL B2B POSITIONING PLAYBOOK FOR 2025 [https://email.mg2.substack.com/c/eJx00LvOpDAMBeCnIR3ImJAMRYpt5jVQLoaJ_lxQLivN26-YbXaKrY-O_dlWNzpzeaueDp98fZEbazfVFn81nxNzirv5sT4YqVkKgTADF4yi9mE_KVHRjdyu2z8pbsBeyoljsYAStMMDSch5kYtewWyCgK-SeYWA64wIsCAHMS0T6IOj3uTmcBGa0xQsuU5eDhziidMta9r-TDZH5ut-FPpIVCudWFCv1q46LL8GfA74vDyVQi8q3VD46t7hgM_4Ho8ewmjQjFeu_j7Yp3O8gn6bnH_Y1c1uc4w9-fbeKWkTyP1ddnUTvNV3ZfdOiYdcl40VZQYOH9N05phdD-WDrd24HLVP6kvF2n8f3yuVezJHsc4rcGC_Ff4JAAD__7wEkMs] Pierre [https://email.mg2.substack.com/c/eJx0kL-utCAQR59GujUwAmpB8TW-hkEYdfIhGP7cZN_-ZnebbW49k_M7Oc5WPFJ-mhZ3ilRO9I_StuIy3ZVSZN5ILyY1MTRi1Bq44FIzvCyF9cCI2Vb0q61fV5g5O42elNZODEIJbXeP8640yAE9oEAukZEBDkoAcD6A5Lofem53CXYeZw-DthL74NA3pLGT_Dqgf5lV6_73Ll2MyrpnfJuYmhuyYM5a79IN_zpYOli-vztY7px2CtjBIvU0zjCJx02YM7K7batL19Ui1eeK0W4B_Yd5ty2Qs68UK3mjp1ENM8tm6yR_T_dHupJvIb-dStt8uixF80GfmNuGgdU_-7aC-UWWoJVQXHL2Y-A3AAD__wv8hfU] · Feb 21 Read full story [https://email.mg2.substack.com/c/eJx00LvOpDAMBeCnIR3ImJAMRYpt5jVQLoaJ_lxQLivN26-YbXaKrY-O_dlWNzpzeaueDp98fZEbazfVFn81nxNzirv5sT4YqVkKgTADF4yi9mE_KVHRjdyu2z8pbsBeyoljsYAStMMDSch5kYtewWyCgK-SeYWA64wIsCAHMS0T6IOj3uTmcBGa0xQsuU5eDhziidMta9r-TDZH5ut-FPpIVCudWFCv1q46LL8GfA74vDyVQi8q3VD46t7hgM_4Ho8ewmjQjFeu_j7Yp3O8gn6bnH_Y1c1uc4w9-fbeKWkTyP1ddnUTvNV3ZfdOiYdcl40VZQYOH9N05phdD-WDrd24HLVP6kvF2n8f3yuVezJHsc4rcGC_Ff4JAAD__7wEkMs] Inside you’ll discover… * Why positioning is the foundation of successful marketing * The 6-step method to creating whatever positioning you desire * And the most effective positioning you can have in your market This is one of my most popular guides. It will make you a more strategic, valuable B2B marketer. Read through it and be sure to take action on what you learn. And don’t forget to reply to this email. :) Talk soon, Pierre P.S. Love the insights you get from my content and want more? Become a paid subscriber and get two super in-depth and actionable newsletters from me a month, as well as 3 powerful content guides free for signing up. Choose your subscription plan here [https://email.mg2.substack.com/c/eJx8kTmO3DAQRU9DZhao4iIpYGBgoGsIXKpbhLkIXAzP7Q31OHAHdkgQ9d9_Vc50fJb6qUd-hBzaif5bG7a5Gq4eSqZeCz-vcqWo50UpYDMTimIyIR5PzFhNR3-Y_tcvbIye2lovxIyKrbNldlUO_MxXsawPxTbrkQYNDOQMwBgHwdTEJ2YeAsy2bB64MgKn6NAPDAsRLD1hupt1435MriQa2vGo-Gqiex1Ioz57vxrh3wnsBPYrYK14Yh0W49ssgf2PpEXC99HT0cqoDgn_SJgHAdVCuuL9vqMJqIy_OuEfXwSQN0PeFPl_joSdXsMerqQ0cuifB2ZjI_qvytewMThzb_oIXqt1kXyjVVsi2MtsepZU_Ij1pdyG9SWZkPUbk_Z_nm80rHeyACVnyQSjPzX8DgAA__9pS6fG]. -------------------------------------------------------------------------------- Ready to publish authority content? Steal the exact content system I used to get endless inbound leads and bootstrap my B2B agency from $0 to $1m with Authority-First Content [https://email.mg2.substack.com/c/eJx0kDturTAQQFeDu4fM2BhcuHjN3QbyZwAr_iB_It3dR5AmKVKP5pwzY3XDI5e36mn3ydcT3b_aTbXFX83nRJziblrnlaCaFiGATpQLglH7sB2YsOiGbtPtxxQkJacCZnZOGTLmBOPrzsDKSbvdaGvZKiXxCijMEwClDDgVIxup3jlouUgHTGiOY7DoOvpl4DQeMN5lTduP0eZIfN32gk-JaqUjCeps7RrY_wFeA7wuj6XgiaUbDPfGAC-be6lIrm42m2Psybf3hkmbgO4bcnUTvNX37Zt3SqzLzCQpygycPq7xyDG7HsoTUbtxOWqf1C8daX8-tFcsN5mDmKeZcko-FXwFAAD__7dOgo4]. -------------------------------------------------------------------------------- Want 1:1 coaching from me? Get 5 weeks of 1:1 coaching and content feedback from me so you can grow your LinkedIn and get leads messaging you first as fast as possible with the LinkedIn Bootcamp [https://email.mg2.substack.com/c/eJx0kL2unDAQRp8GdxfZg7GXwkWafQ3knwFG1z_I2Fnt20dsmqS49Wi-c3S8bbiX-jY9b5TpOjB8Xd1dvtLZqGQWjAziMT8YGqGVAi64VAyTpbjumLHahmG17Z8rLJwdRgMGwbVQM_IJ9IYb8EmgmwPYh9aWkQEOswDgfALJ1TiN3G4S7KKXAJOyEsfoMXQkPUiedhhvs2b99-hLYnStW8WPiWm1I4vmaO28hunXAM8Bnq_XazwJa8UDa3cY77cBnpHyNwbKX66U5m062dnd6ktKPVN7r5itixj-jp7dRfL2brFSMOqh52lh1bhB8g973Esqocf6kbq6CyVZyuY_Mms_Bu4X1ntZgprFzCVnvw38CQAA___gwIhq]. -------------------------------------------------------------------------------- © 2025 Pierre Herubel Marketing Principles LLC, 30 N Gould St Ste R, Sheridan, WY 82801 Unsubscribe [https://email.mg2.substack.com/c/eJx00stum0AYBeCngV3RXACbBQvHllNQIbXl2Ek2aG6YHw8MHYZQ--kru5tm0fVojs759Avm1NnYazr1NfQwNkp-Gyc-CguDA9P7Mg0lXkZLX6V4EccEYRTGvuoY6OqsemWZU7Ji7p9XkiC_STGvo5okKJZKLIUKl1SKECcCoUUtMcI-pASRCBOCECUhigMaIFaHhCWLRBIas1AFWig5KVh4IerOJLg3c0xcAmE6H8aqturRJHV2Ur5OG-eG0aMrj2w9sh1AWasaZSeu9Je_HtkycZ_nka2EkXGtqkeQR7fOXFTv0Y265liQ4_WN6EvWGlS077g4vM7lZjVm_dOnoPuanXbw0kWYP89j1ulGrrO4OAhSttlcHFaohBk-3po5a83v8nah5a2gxWZHfqzzQdACXiCf5SlzZXum5aGIMphB0CNkrYGPZ317P-XjxzHR_LQd-DpPgif3yzbtSdfvq2RfdHwuV_s1-765Va3Lo2N7eN3tsPgJZn_xh4lXwnTd1IO7Vqq_r5R_pYaJaxDsLlCBTOPlIqKJb1PuhejhEJxNZ-Sk7UN6nLg0HYM-_ULqu_9ezTQqe08OSRzhCIXI_0zJnwAAAP__lk_ReA] Get the app [https://substackcdn.com/image/fetch/$s_!IzGP!,w_262,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack.com%2Fimg%2Femail%2Fgeneric-app-button%402x.png]https://email.mg2.substack.com/c/eJx0kcGO5CAMRL8GbomIA6Rz4LDSqH8jcsBJowkQEbPS_P2qM5e-7MWXKpWfXR6Z9lJ_XMtbzPF6Ueiutl6-xpNjyTI4HYaHeUhyw2QtqEFpKylhPJadMlVkCgvyhwqzki_nNYA32tjRDhasQhMoWDPNwwZgDMroQIEZAJQaQSvbj73CTQPO0xxgtKipPzyFRnESWqUd-jcZo__ufUkyXstW6SZxXBvJw72Yz0uMfwQ8BTw_3QKeeJ6_s7u4VOoqhVjJsxifjdPiMZ0Y9yzGr7cnYf0mjnkXYG-5ZKbMYvy6N3ZbKUy1WxtzyfJs6-JLSi1H_lko43pQ-KU623pEj-9nLjE4-5jMOMvqVqHVHdXvJZXQjnpfdbU1lIQxuzNSrfSi2lY6JP-3oXZRfSdrsGYwSiv518G_AAAA__9OSZ8sStart writing [https://substackcdn.com/image/fetch/$s_!LkrL!,w_270,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack.com%2Fimg%2Femail%2Fpublish-button%402x.png]https://email.mg2.substack.com/c/eJx0kU2O3CAUhE8Du7EwYGwvWERy-gI5gPWAZzcKPxaGKHP7yJ5M1IvMkqL08aGyUHHP5V23tPnkzye6t7OZ0xZ_VJ8TdVq6fhomirofleKsZ1JRjODDumPCAhXdCvXlls-MPrVzgxq5EMLxeRp6owSYyapxgt7OAEi95owPPeeMCS6Z6kTHYJMc5nF2XCiQ2AWLrqEfiWRx591lVsH-7GyO1J_rVvA20bU0pEE_az1OIr4R_iD88dq-jn5P7SDi0Wpcz9yKRSKWzxLh6sojOt8iEcvN_RvanCqmSsSy5VyxfMYQD_B7ImKBVvPmQ0D39q9yyf243_x-s8RiiGQ3t9tzzK6F8qGmChHL2P8-JKNHM6vNMbbk6_uKCUxA9_G_o5ngLVyzrN5pNY2DmGnR_8fSsxmXI_ikD4-l4BNLMxho_XLrdmK5yJKroR-YZPSX5n8CAAD__1a_uO0 [https://eotrx.substackcdn.com/open?token=eyJtIjoiPDIwMjUxMjIwMDMyNDA2LjMuMGFmNDJhOTc5ZDIzNmE0ZS5sY2VkdWVpN0BtZzIuc3Vic3RhY2suY29tPiIsInUiOjQyNjUxNTA0MCwiciI6ImJAZW1haWwuZ29tb2R1bHIuY29tIiwiZCI6Im1nMi5zdWJzdGFjay5jb20iLCJwIjpudWxsLCJ0IjpudWxsLCJhIjpudWxsLCJzIjo2ODc1MzksImMiOiJ1bmZpbmlzaGVkLXN1YnNjcmlwdGlvbiIsImYiOnRydWUsInBvc2l0aW9uIjoiYm90dG9tIiwiaWF0IjoxNzY2MjAxMDQ2LCJleHAiOjE3Njg3OTMwNDYsImlzcyI6InB1Yi0wIiwic3ViIjoiZW8ifQ.he41SZmH24gly4gklof5pLiPOJmSZVmnJHCnX7PHvbc][https://email.mg2.substack.com/o/eJx0kMGK7CAQRb-m3b1gSqNx4beEUivp4kVtjA703w-dxTCbWR84nHsjdjpqe_tRdi58PSn9u0a4YuNX51pE8jrN67IK8rM1BuQstRGUkc_toEINO6UN-y8KToqn343DENZgHCqL-7xbSTYqZwCVw2gEe5CwzABSKtDSTGqSuGtAZ10CZVDTdEZKg9g-tMwHTJ-yjvH_FGsWfG17o7vE9zZIvEbYYs15FO7vjQqGk9IPOjniZ9HGyZvVLsqJ5sNDy9swHTXXNM52q68RUs3Ixb-YWqMntRHoFP3Pm8ZF7WPWYJZ5kVqKLw_fAQAA__9DVnRf]