UitbreidenOS When to activate
Creating thought-leadership content for GTM leaders. Repurposing account research into a LinkedIn angle. Building inbound pipeline via native long-form posts.
When NOT to use
Company announcements without a genuine hook angle. Generic product news or feature drops. Any post that embeds external links in the body.
Hook Rules
The first line must challenge a B2B assumption or land a specific, counterintuitive claim. Never open with "I" unless it's confrontational. Your hook is the reason someone stops scrolling.
3 Strong Hook Examples:
"Most B2B founders optimize for feature parity. The best ones optimize for customer embarrassment." — Challenges the assumption about what competitive advantage means.
"Your sales process isn't broken. It's optimized for deals you don't want." — Reframes a common complaint as a problem statement.
"Enterprise buys aren't slower. You're just selling the wrong thing." — Contradicts conventional wisdom with a specific alternative.
3 Weak Hook Examples:
"I've been thinking about sales processes lately..." — Starts with "I," no claim, no reason to read on.
"Did you know that GTM is important?" — Obvious and unstated. Every founder knows this.
"Let me share my thoughts on account-based marketing." — Generic, no hook, no tension.
Post Types
Tear-down: Deconstruct a real company's GTM move—what they did, why it works, and your take. Show your thinking, not just praise. ~200 words.
Actionable Framework: Numbered or bulleted system with a contrarian angle baked in. Make it usable immediately, not theoretical. ~150 words.
Contrarian Take: State a common belief, explain why it's wrong, propose the alternative. End with a question that pulls engagement. ~180 words.
Structure Rules
Hook → Tension → Body → CTA. Each paragraph is 2 sentences maximum, followed by whitespace.
No external links in the body. If you need to reference something, describe it inline or defer to the first comment. This forces native long-form—it reads better, performs better, and keeps the reader on the post.
Use short, punchy sentences. Cut adverbs, hedging, and filler. If a word doesn't earn its place, delete it.
CTA Formats
Soft: "Link in the comments for the full framework." Works when the post is strong enough to stand alone.
Lead magnet: "DM me [WORD] for the template." Replace [WORD] with something specific to the post—e.g., "DM me PLAYBOOK for the account selection template" or "DM me TRIGGER for the list of hiring signals."
Engagement (Specific): Ask a concrete, non-generic question. "Which of these have you tried? Drop your answer below." Never use "What do you think?" or "What's your take?"
Repurposing From Research
Example 1 — Competitor Trigger: Trigger: Competitor just raised a Series B.
Angle: "Your competitor's Series B wasn't a win. It was a signal they couldn't find product-market fit at the current burn rate." This reframes the external event as a problem for them, not a threat to you. The post then positions your approach as the alternative.
Example 2 — Hiring Trigger: Trigger: Account hired a new VP of Sales.
Angle: "VP of Sales hires are misread by everyone. They're not a buying signal. They're a warning that the last sales strategy failed." This inverts the conventional trigger reading (new hire = buying opportunity) into something deeper about organizational change. Use it to explain why you're repositioning your outreach.
Example Posts
Example 1: Tear-down
Most SaaS companies add AI features. Notion just added AI to their pricing model.
They didn't release ChatGPT for Notion. They said "pay $20 more to use the things you already built on top of Notion." The math is genius: they keep the base happy, tax the power users, and avoid building a worse Claude.
What works is the honesty. No "we spent 12 months building this." No feature theater. They gave you the option to do less for more money and let you decide if it's worth it.
The contrarian move? Charging for your own integrations builds more trust than free AI does. It signals you're not padding your moat with bullshit.
DM me PRICING for the full breakdown.
Example 2: Framework
Account-based motions fail because they scale the wrong thing.
Here's what actually works:
Tiering by signal, not spend. Accounts showing buying motion (hired a sales leader, new product direction) get senior time. Accounts matching your ICP but dormant get nurture. This cuts response rate in half and doubles your speed.
Forcing a first message that's specific. Your outreach references something they changed. Not "I noticed you're at Acme." But "I noticed you shifted from direct to channel in Q3. That usually means X broke."
DRI clarity. One person owns the account. Not "ABM team." One name, one number, one inbox. Handoff friction dies here.
Most teams broaden the ABM list, soften the first message, and diffuse ownership. Do the opposite.
Link in the comments for the templates.