Juan Felipe Campos

“On your journey through life, make sure your biography has at least one extraordinary chapter.” #travel #startup

The real founder test isn't the market. It's whatever's happening at home the same week.

Seed founder raised $3M. Hired a fractional CMO at $9K/mo. 6 months, $0 pipeline. Replaced the CMO with weekly posts about what his buyers feared most. $71K in 40 days. The CMO sold strategy. Buyers wanted to be understood.

CFO cut the marketing budget from $38K/mo to $4,500. Fired 3 freelancers. Kept one ghostwriter writing about buyer regret. $108K pipeline in 60 days. Turns out scarcity was the strategy all along.

Startup paid a $15K/mo agency for 18 months. 72 blogs. 0 SQLs. Fired them. Had a ghostwriter interview 10 churned customers. $134K booked in 11 weeks. The agency sold content. The buyers wanted a mirror.

Founder spent 2 years building 12K followers. $0 revenue. Pivoted to writing for 50 target buyers. $94K in 90 days. He stopped building an audience. He started building a pipeline.

Board approved $50K marketing budget. 12 months. $0 pipeline. CEO cut it to $4,500/mo. One ghostwriter. Buyer fears only. $156K closed in 6 months. The budget was the permission slip. Not the answer.

CRO built a 5-person content team. 200 blogs. $0 pipeline. We interviewed 12 buyers. Rewrote 4 posts. $117K in 90 days. They hired writers. They needed listeners.

CEO asked: what if we just stop marketing? Killed everything. 1 post/week about buyer fears. $78K in 45 days. Doing less was the only strategy they hadn't tried.

4 marketing hires in 2 years. Same $0. Each rebuilt from scratch. Same result. 1 ghostwriter. 14 months. $142K. They kept replacing the person. The playbook was the problem.

VP Sales quit. Revenue went up. Replaced him with a $4,500/mo ghostwriter. $89K pipeline in 90 days. He wasn't selling. He was collecting commissions on inbound he never created.

Sales begged for leads. Marketing said "more content." 300 posts. Zero inbound. We wrote 8 posts about buyer fears. $96K in 60 days. Marketing wasn't listening. It was performing.

Founder hired a CMO. CMO hired an agency. Agency hired freelancers. 4 layers deep. $0 pipeline. 1 founder posting his own story. $67K. The org chart was the problem.

@AlfieJCarter Reddit is underrated for B2B. We write for 30 SaaS companies — the ones distributing to Reddit see 2x longer time-on-site vs LinkedIn traffic. Reddit users are researching, not scrolling. Different intent = higher quality pipeline.

Most GTM teams ignore Reddit completely. That's exactly why it works. I spent weeks building a full Reddit GTM system - from finding the right subreddits to automating lead scoring in HubSpot. Here's the short version of what's inside: (Step-by-step playbook + Zapier automation + AI lead scoring system) Get access below Comment "REDDIT" and I'll send you access This system isn't advice - it's an execution playbook: → How to find and validate subreddits with 50,000+ members where your buyers actually hang out → How to build karma the right way so your comments rank higher and reach more people → The Sandwich Formula for mentioning your product without getting downvoted into oblivion → How to set up F5 Bot keyword alerts so you respond to buyer intent posts within minutes → A full Zapier + HubSpot + GPT-4 automation that classifies, enriches, scores, and routes every Reddit lead automatically We've run this with GTM teams doing outbound, inbound, and everything in between. Pain points: no Reddit presence, no organic pipeline, no system for capturing demand. After running the system: demo requests coming in minutes after commenting on a post. Reddit GTM still works - but only if it's concrete: Subreddit validation - comment strategy - lead capture automation Want access? 1/ Like this tweet 2/ Reply "REDDIT" and I'll send you the full system

@ItsMeBenChan Same. I run a ghostwriting agency for 30 SaaS founders and can't read a LinkedIn post without calculating hook-to-body ratio. The real curse: you notice that 90% of B2B content dies because the first line earns a scroll, not a stop. Once you see it, you can't unsee it.

lol the curse of running a content agency is that i always try to dissect tweets when i scroll Every single tweet pushes my mind into analysis mode: - Why didn’t this post go viral? - Wow that hook is so unnecessarily long - The hook is targeted to the right person but the body is not - What stage of awareness is the post at? - Why are there so little comments? Did no one reach the end? - Why did they use capital letters only halfway through? Now even scroll seshs have become work for me, its hilarious

@AdamrahmanGTM The missing piece in most outbound stacks: warming the account with founder content before the cold email lands. We write LinkedIn for ~30 B2B founders. When their content hits the prospect's feed 2-3x before the email, reply rates jump 40%. Outbound + content > outbound alone.

How to dominate your B2B market via cold outbound: Top of Funnel (start relationships with cold accounts): → Cold email (30k-100k emails per month) → Automated ICP connection campaigns → LinkedIn DMs (relationship building + personalized 1:1 outreach to Tier 1 accounts) → Social warm-up: Engage with their content before reaching out → Lead magnet messages: Share a resource that solves one problem Tools: EmailBison, TryKondo, HeyReach, Clay Mid Funnel (build trust with warm accounts): → Response management for <5 minute response times → B2B newsletter for nurturing prospects → Personalized lead magnets based on engagement → Route qualified leads into CRM → Insight messages tailored to their context (funding, hiring, changes) Tools: Beehive, Attio/Hubspot, Clay/n8n, Gamma, Send(.)co, OutboundSync, MasterInbox Bottom of Funnel (convert interest into meetings): → Fireflies/Sybill pulls call transcript & creates action items → Personalized proposals based on discovery call context → Re-engagement sequences for stalled deals (warm calls + DMs) → Quick audit offers for engaged prospects → Direct meeting asks for high-intent signals Tools: Fireflies/Sybill, Gamma, PandaDoc, n8n, Attio/Hubspot Structured stages + tight infrastructure = predictable pipeline generation. Most companies only run TOF and wonder why reply rates tank.

@danmall Disagree slightly. We ghostwrite for 30 SaaS companies and see pipeline within 90 days — but only when content is built from sales objections, not SEO keywords. The fast loop isn't the channel, it's the input. Content from lost deal calls closes faster than cold outbound.

Most agency shouldn’t touch content marketing when they need work in the next 3–6 months. Content is a long-term asset. It pays off later, and it usually pays off because you did a lot of it consistently. If you need pipeline now, you need channels with a tighter loop: → Direct outreach to a well-built list → Partners where you can become top-of-mind → Showing up in a small room where your ICP already is Create content to “furnish the apartment” so your profile doesn’t look empty. But don’t pretend it’s the thing that’s going to save next quarter.

@LoganTGott LinkedIn ghostwriting is the most underpriced service in B2B. We write for ~30 SaaS founders and the ROI math is absurd: $4,500/mo in content → $134K closed pipeline in one quarter for one client. No ads, no SDRs. Just consistent founder-voice posts that compound.

It’s crazy how things work out At 15, I started hating school & created my first 𝕏 account At 16, I started my twitter ghostwriting agency after growing my anon account quickly (400k followers in under a year) At 17, I realized LinkedIn was less posts and easier to see direct business results and so I transitioned my agency to a LinkedIn content agency At 19, I became one of the most well known LinkedIn agencies + I got married in part because of the success I had seen At 20, I continued to refine my offer and launched into full funnel buildouts (started attracting massive companies) Where will the next years go? I have no idea. But to start with zero knowledge of business or content and end up here I can only imagine what might come next.

@businessbarista @storyarb We run LinkedIn content for 30 SaaS founders. The fixable pattern: most B2B content talks about what the company does, not what the buyer struggles with. One client switched from product posts to buyer objection posts — 3x more inbound in 60 days. Same writer, different input.

We need to kill content marketing... in order to save it. I've long talked about how bad B2B content is. It's why I co-founded @storyarb. People want proof, so I've broken down what EXACTLY makes it bad today & what content marketing reincarnated must look like. B2B content today: 1) It’s selfish. - It optimizes for a lead's revenue potential vs. solving their biggest career questions & challenges. 2) It lacks originality. - SEO content. Lead magnet. Webinar. Booth at trade show. Repeat. No content channel is inherently bad. And being unoriginal is okay, sometimes. But if status quo gets in the way of delivering the best experience for your audience, then it’s time to switch things up. 3) It doesn’t pop. - Great content pops. It stands for something. It has a clear voice that feels resonant to its audience. It has diversity in flow & aesthetic to keep the audience engaged. 4) It’s a one-trick pony. - Same formats - No creative risk-taking 5) It sells its soul to attribution. - The greatest enemy to tomorrow’s customer acquisition is religious obsession with it today. Data is a valuable tool. But like any tool, it has a time and a place. Top-of-funnel content is essential to build trust with your ICP & help them along the customer journey, but if you’re a slave to attribution, you’ll never invest in this type of content. B2B content in the future: 1) Content is the product. Every B2B company should approach their content like a media company. Most fail because they half-ass steps a-d, so they can quickly get to step e. a. Have extreme clarity of your ICP b. Deeply understand their needs and problems c. Create content that solves those problems in a way that earns their undivided attention d. Build loyalty through your ability to solve those problems e. Earn the right to sell them your non-content product at the right time for them. 2) Informed by data, not beholden to data. - If you are attached to attribution, you’ll only create content that serves folks at the end of the customer journey today at the expense of building trust with those who may be there tomorrow. 3) Stands for something (strong POV, clear character). - Everyone says “people follow people.” Want to know why that’s true? Because people have personalities. And personalities are what make the people you follow unique from everyone else. Businesses & brands are no different. The most beloved brands have great personalities that are the result of a strong point of view, a memorable voice, and unique knowledge that helps you. 4) Willing to be different. - Historically, playing it safe never got anyone fired. But times are changing. There’s more competition than ever before. There’s more content than ever before. Consumers have the leverage to expect more/better & playing it safe just isn’t going to cut it anymore.

@tclarkmedia Congrats on 2 years. Running a similar shop — we ghostwrite LinkedIn for ~30 SaaS companies. Hardest part isn't writing, it's extracting original insights from founders who are drowning in work. The agencies that win this decade will be interviewer-first, writer-second.

Damn. Today marks 2 years since I quit my job to launch Compound—my B2B content agency. At the time, ‘Compound’ was named T. Clark Media. And the ‘company’ was just me and a handful of contractors that I didn’t know how to manage well. An agency owner canon event. Since then, we’ve helped over 50 tech founders publish content on social. Our team has grown from just me to 15 talented writers and creatives. We had out first $1M revenue year in 2024, and are pushing to double that this year (so far so good). Year 1 was a total sh*tshow. Goal was survival and not going clinically insane. Got pretty close to the latter! Year 2 was about learning to hire well and building infrastructure. Priority was recruiting out our core team and creating a real culture. Much easier said than done. Plenty of war stories for another post. Year 3 is about doing more of what’s working—now that we have a solid foundation and culture in place. My mission is to build Compound into the best content agency in B2B tech. You won’t find another team more psychotically committed to your success as a client. And to any writers & editors out there—you won’t find a better place to improve as a content professional. Ok. Back to work. Job’s not finished.

@skygodkingdom @ycombinator @neo_lky @imagineagi We ghostwrite for 30 SaaS companies. The posts that close $100K+ deals all trace back to one thing: real objections from actual sales calls. AI scales the writing — but the insight that converts has to come from the trenches, not a persona model.

Thanks @ycombinator for launching us. Imagine AI (YC F25) builds your B2B content pipeline. We clone you → your expertise, your voice, your insights → into high-fidelity personas. 10M driven across clients. 5M deal landed from a single optimized post.