What we chose and why.
Product trade-offs, pricing calls, hiring decisions, GTM mistakes, technical constraints. The executive is valuable because the choice has a cost.
LinkedIn Mastery · category authority
Give buyers a clearer view of your expertise.
LinkedIn Mastery is for B2B companies where an executive's judgement, the company page's proof and the quality of professional discussion shape demand long before anyone fills in a form.
Core $1,799Studio $3,599Enterprise customMonth to month · 30 days' notice
Mastery desk · this week
What did the operating decision teach that a category post would hide?
An operating decision needs context, a trade-off and evidence the reader can inspect.
Friday: one decision leaves the desk.
01 · What Mastery buys
Two voices and six territories, building one reputation.
The executive carries judgement. The company page carries proof. The strongest programmes keep them related without making one a repost account for the other.
01Judgement
Executive voice
Operating detail, trade-offs and a recognisable point of view.
We track: Saves · qualified comments · profile visits
02Proof
Company page
Research, customers, launches, product evidence and track record.
We track: Pages read · site visits · repeat readers
03Teach
Documents
A tight argument that can be saved, forwarded and used in a meeting.
We track: Slide progression · saves · shares
04Join in
Discussion
Comments and replies in the threads your category already reads.
We track: Reply quality · spread to new networks · inbound questions
02 · The weekly brief
Six decisions before production starts.
LinkedIn briefs begin with the professional tension: a decision, trade-off, customer lesson, operating failure or category claim. Then we choose the voice, proof and format that can survive informed scrutiny.
01MomentWho cares now?Name one person at one moment.
02HookWhy stop?Tension, object, change, question or claim.
03ProofWhy believe?Demonstration, primary source, customer or lived experience.
04CarrierWho can say it?Founder, operator, customer, creator, product or document.
05ActionWhat next?Continue, save, send, reply, visit or decide.
06LearningWhat changes?One variable that changes the next brief.
03 · The Friday desk
The creative review ends with a decision.
Each Friday we compare reading time, saves and useful comments with profile visits, CRM self-reports and sales context. A founder post with huge impressions can still be the wrong post if no buyer joins the conversation.
LinkedIn · editorial reviewReview workflow
Document post · illustrative
Working asset
An operating decision needs context, a trade-off and evidence the reader can inspect.
01Context
02Evidence
03Next step
What did the operating decision teach that a category post would hide?
Review sequence
- ConversationCapture the executive’s context and decision.
- DraftExplain the choice and trade-off.
- ReviewCheck facts and supporting material.
- ApprovalThe named author approves publication.
- DiscussionRecord questions that inform the next post.
Inbound SQLs / monthRead with recorded CRM context
Qualified commentsQuestions from relevant readers
Profile continuationAvailable profile visits and actions
CRM self-reportsRecord how enquiries describe discovery
Friday decisionReview which operating details prompted useful questions. Check the relevant source before developing a document post or follow-up.
In practice · authority needs a person behind it
The feed should feel close to the work.
Boardrooms, product demos, operating reviews and whiteboards make better source material than a generic “thought-leadership” photo. LinkedIn Mastery keeps the work visible enough that the judgement has somewhere to stand.
Editorial rule
A company page should not impersonate the founder, and a founder should not read like the corporate comms desk. The two voices can share evidence and still have different jobs: the person interprets; the institution proves, announces and documents.
04 · Discussion + reputation
Qualified disagreement is more useful than applause.
A buyer correcting the premise, an operator asking for the method or a candidate challenging the trade-off tells us what to write next. We log those comments, and we never let an executive improvise on confidential, financial or customer-sensitive claims.
Green · clarify
Add the operating detail.
Method questions, role context, public product facts and useful disagreement. Reply with enough substance for the thread to become better than the post.
Amber · verify
Source the claim first.
Customer outcomes, pricing, benchmarks, hiring claims and performance numbers. Route to the owner or evidence before adding certainty.
Red · protect
The record matters.
Confidential customer detail, employee matters, legal disputes, unreleased financial information or material corrections. Stop and escalate.
05 · The editorial mix
Do not ask one founder post to do the work of a whole programme.
LinkedIn pays off over time when the archive answers different buyer needs. A point of view earns recognition. A document lets people check the method. Company proof lowers the buyer's risk. A comment can carry the idea into another network. A recurring publication gives the argument a lasting home.
Editorial territory mapExecutive voice + company proof
What the market made obvious.
Objections, support language, implementation friction and patterns across real conversations. Customer truth keeps thought leadership from becoming autobiography.
What the market gets wrong.
A claim with sources, limits and an explicit alternative. The argument should help the buyer rewrite part of the brief, not merely agree with the author.
What the company can prove.
Release notes, benchmarks, customer outcomes, product evidence, research and working documents. The company page carries this proof, so the executive never has to pass it off as personal memory.
What informed people challenged.
Useful disagreement, buyer questions and practitioner corrections feed the next argument. We log them for the next brief; a comment section is worth more than its engagement count.
What deserves a second life.
Documents, recurring research and source-backed explainers give sales, candidates and buyers something to return to after the feed has moved on.
Allocation ruleIf the executive is doing all the talking, add company proof. If the company page is doing all the talking, put judgement back in the room.
Format
Best job
What we track
Next decision
Text post
A sharp judgement with enough operating detail
Reading time · saves · qualified replies
Expand argument or retire it
Document
Method, comparison, evidence or teachable sequence
Page progression · saves · sends
Change sequence / build follow-up
Company proof
Product, customer, research or release evidence
Buyer discussion · profile and site visits
Route to sales asset / next proof gap
06 · First 90 days
Build a voice buyers can recognise before chasing posting frequency.
The first quarter creates a source archive, separates executive and company jobs, tests a few repeatable editorial territories and teaches sales which conversations content is actually starting.
Days 1–30
Map the account.
Capture the executive's thinking, customer language, product proof and existing company material. Map the buyer territories, who approves what and the account's starting numbers.
Days 31–60
Ship enough to learn.
Test the claim, the kind of evidence and the voice without changing everything at once. Review useful comments, saves, profile visits and conversations with the right people, then re-brief.
Days 61–90
Build the series.
Commit to the arguments and formats that drew discussion from the right people. Turn the strongest into recurring series, each with a clear next research question.
07 · Plug & Play vs Mastery
Use Mastery when LinkedIn is part of the buying room.
Plug & Play can keep LinkedIn running inside a broader social mix. Mastery is for founders and B2B brands that need a steady publishing schedule, document posts, comment replies and a traceable link to pipeline.
Question
Plug & Play
Mastery
Primary job
Run essential social well
Make LinkedIn a category advantage
Attention
Posts made for each channel, within the plan
More format testing, recurring series and production capacity for this channel alone
Community
Replies and re-briefing, within the plan's limits
More frequent comment and DM monitoring, and re-briefing
Measurement
Monthly or weekly report, depending on plan
Friday desk report: platform numbers, proof and sales context
Starting point
$829 / month
$1,799 / month
08 · Mastery plans
Core, Studio or Enterprise.
Each tier adds editorial capacity, more voices and more approval support. The work stays the same: sourced judgement, published on LinkedIn, checked against how professionals respond and turned into the next useful argument.
Core
$1,799 / month
16 posts or documents
4 native video edits
One executive plus company page
Weekly B2B editorial planning
Two voices, planned separately
Comment monitoring and replies
Friday desk report on reputation and demand
Studio
$3,599 / month
24 posts or documents
8 native video edits
Up to three expert voices
Recurring research product
Editorial plan across all six territories
Company proof posts and documents
Monthly review of reputation and pipeline
Enterprise
Custom
Approval rules across markets
Multiple executive voices
Regular research publications
Sensitive disclosure approvals
Event and live-response capacity
Custom CRM and measurement integration
Sign-off on the company's core narrative
Paid distribution and complex production are scoped separately. The programme is month to month with 30 days' notice; company pages, executive accounts, drafts and source material remain client-owned.
09 · Fit
LinkedIn Mastery fits when reputation, pipeline, hiring or category authority depends on the attention of people who know the field.
Good fit
+The buyer evaluates judgement before they evaluate a demo.
+Executives have real operating detail and are willing to publish it.
+The company can supply proof, research, customers or product evidence.
+Sales and hiring can feed back what content actually changed.
Wrong fit
Founder inspiration written for other founders.
A repost machine for the company page.
Guaranteed pipeline attribution from every post.
Approval cycles that make every current point of view arrive two weeks late.
10 · Questions
Clear boundaries before the first brief.
Do you ghostwrite?+
Yes. We capture the executive's source material, draft in the approved voice and keep final approval with the person whose name is on the post.
Is this only for founders?+
No. Operators, CMOs, technical leaders and company pages can all build authority when the source material is strong and the audience is clear.
How do you connect content to pipeline?+
We track each step separately: feed response, profile visits, site behaviour, CRM self-reports and opportunity context. Platform activity is reported separately from CRM attribution and self-reported enquiries.
Can the company page and executive page run together?+
Yes, as long as they have different jobs. The executive carries judgement; the company page carries proof and track record.
LinkedIn Mastery
Bring what is holding the channel back, and the material behind it.
Bring the executive's voice, the company's proof and the commercial question. We will tell you whether LinkedIn needs a standard programme or full Mastery.