Case study — LinkedIn + Newsletter
Jeff Cohen tripled qualified inbound demos in 90 days.
CEO of Leadoff. B2B sales intelligence platform targeting RevOps and VP Sales. Starting point: 2,100 LinkedIn followers, no newsletter, 4 inbound demos/month.
The situation
Jeff had built a genuinely differentiated sales intelligence product — Leadoff used intent data in a way none of his competitors had figured out yet. The problem: nobody knew he existed.
His LinkedIn was a graveyard of company updates. No newsletter. Outbound SDR team was generating meetings, but CPL was climbing and close rates were declining — classic cold-outbound decay.
He needed inbound. Not more cold volume. And he needed his ICP — VP Sales and RevOps leaders — to trust him before the first call.
Starting metrics
What we did
Voice calibration + ICP mapping
90-minute voice interview. Mapped Jeff's genuine opinions across 8 RevOps debates. Identified his 3 most defensible POVs. Built the editorial calendar around those — not industry news.
LinkedIn engine launch
12 posts in the first 4 weeks: 3 long-form essays, 4 carousels, 5 short-form takes. First long-form post — "Why intent data without context is noise" — reached 47,000 impressions organically. First inbound demo inquiry came on day 18.
Newsletter launch
Built the list from LinkedIn post-to-subscribe CTAs. First edition sent to 800 subscribers (Jeff's existing contacts + new LinkedIn followers). Subject: "The RevOps metric nobody tracks." Open rate: 44%.
Flywheel integration
Each newsletter edition became 2 LinkedIn posts. Each high-performing LinkedIn post became a newsletter deep-dive. The audiences cross-pollinated. LinkedIn followers subscribed to the newsletter; newsletter readers followed on LinkedIn.
“Before Thrisha, I had to explain who Leadoff was on every demo call. Now buyers call me having read 3 of my posts and already sold on the category. The demo is different now.”Jeff Cohen, CEO, Leadoff
Results at 90 days
Try Thrisha free for 14 days.
We ship 4 narrative posts, 1 newsletter draft, and 1 podcast outline. You keep everything — sign or walk.
- ✓ 4 LinkedIn posts
- ✓ 1 newsletter draft
- ✓ 1 podcast outline
- ✓ Founder Brand Score report
We accept 4 founders per month. No credit card. No retainer obligation.