B2B Content Strategy for Smartlead
The goal was to design a LinkedIn content strategy for all three founders that aligned their personal voices with Smartlead’s core narrative.
My goals while working :
Build product awareness and funnel traffic.
Increase webinar and YouTube engagement.
Drive free trial conversions through narrative-led content.
Challenge:
Each founder has a unique audience and tone.
| Founder | Personality | Audience | Core Challenge |
|---|---|---|---|
| Alka | The Mythbuster | Freelancers, B2B founders | Make cold email accessible and human. |
| Swapnil | The Hype Architect | Growth Marketers, Founders | Build buzz and funnel awareness. |
| Abhishek | The Infra Guy | CTOs, Engineers, Ops Leads | Simplify backend tech for credibility. |
Unifying them under one brand story without losing individuality required deep research and mapping.
Approach & Research Process:
Watched 15+ YouTube videos on Smartlead’s webinars, case studies, and podcasts.
Extracted and analyzed video transcripts to map recurring themes, analogies, and tone patterns.
Identified 3 content archetypes: myth-breaking, hype-driving, infra-educating.
Created content frameworks per founder:
Alka: Cold email myths and relatable learnings.
Swapnil: Launch storytelling and virality loops.
Abhishek: “Tech Truths” series and infra deep dives.
Developed 15 content ideas with goals (awareness to conversion) and formats (carousel, story, infographic).
Strategy Framework:
System Used: 3V Framework — Voice, Value, Visibility.
| Step | Focus | Output |
|---|---|---|
| Voice | Align tone per founder | Transcript and persona analysis |
| Value | Define each one’s core insight driver | Myth, Hype, Infra |
| Visibility | Choose high-retention formats | Carousels, infographics, video snippets |
Outcome:
15 content ideas structured by persona, funnel goal, and format.
Unified awareness strategy that positioned Smartlead as both innovator and educator.
Framework adaptable for future campaigns or team scaling.
Key Learnings:
The best B2B strategy starts with empathy, not execution.
Founder-led funnels work only when every post feels personal but drives collective momentum.
Deep research beats surface-level creativity every time.
02 Oct 2025
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