ABM Thought Leadership Agency for B2B Companies

DRIVE PIPELINE WITH YOUR THOUGHT LEADERSHIP

NOT JUST LIKES & FOLLOWS

DRIVE PIPELINE WITH YOUR THOUGHT LEADERSHIP NOT JUST LIKES & FOLLOWS

We build your founder & executives a credible LinkedIn presence around a clear industry perspective, get it in front of the right accounts, and convert that visibility into a compounding revenue engine.

Trusted by leading GTM teams and the funds that back them

Trusted by leading GTM teams
and the funds that back them

TESTIMONIAL

CASE STUDY

Testimonial

Case study

Testimonial

TESTIMONIAL

$6M

generated in pipeline in 2 weeks

HOW MANY OF THESE APPLY TO YOUR COMPANY’S GTM?

Running a LinkedIn playbook optimized for engagement and not pipeline?

Most teams inherited the 2024 playbook without realising, and only notice it's stopped working when their executives have been posting for months and the sales team is still starting every conversation from zero.

Your thought leadership generates likes & follows, but not pipeline

Your executives are posting, the engagement is there, but it isn't translating into leads, conversations, or revenue.

Your thought leadership generates likes & follows, but not pipeline

Your executives are posting, the engagement is there, but it isn't translating into leads, conversations, or revenue.

Your thought leadership generates likes & follows, but not pipeline

Your executives are posting, the engagement is there, but it isn't translating into leads, conversations, or revenue.

Your sales team does cold outreach to accounts who don’t know who you are

Without the right distribution, the people who matter have never heard of your executives and founders. Every outreach effort starts from zero.

Your sales team does cold outreach to accounts who don’t know who you are

Without the right distribution, the people who matter have never heard of your executives and founders. Every outreach effort starts from zero.

Your sales team does cold outreach to accounts who don’t know who you are

Without the right distribution, the people who matter have never heard of your executives and founders. Every outreach effort starts from zero.

Your competitors are quickly becoming the default choice.

Buyers decide who they trust long before they're ready to buy. If your executives aren't visible to them, your competitors are.

Your competitors are quickly becoming the default choice.

Buyers decide who they trust long before they're ready to buy. If your executives aren't visible to them, your competitors are.

Your competitors are quickly becoming the default choice.

Buyers decide who they trust long before they're ready to buy. If your executives aren't visible to them, your competitors are.

HERE’S WHY THINGS AREN'T WORKING...

You're running the   
Legacy LinkedIn Playbook

If any of those feel familiar, there's a name for what you're running.

It's the Legacy LinkedIn Playbook.

This model was built for 2024 when posting consistently and optimizing for engagement was enough to build visibility.

Since then LinkedIn's algorithm and buyer behaviour changed, but this playbook hasn’t.

The problem isn't effort. Most teams running this model are posting regularly, thinking carefully about content, and watching the impressions, likes, and follows go up.

But the content that wins the algorithm is rarely the content that moves a serious buyer and optimizing for engagement doesn't generate pipeline — it actively works against it.

So your execs keep posting, the likes keep coming, but 99% of your ICP never sees any of it. The 1% who do, aren't moved to act.

Meanwhile, competitors with sharper positioning and better distribution are staying top of mind — and becoming the default choice before your sales team ever gets a foot in the door.

Interview executives

Post content

Create content

Seen by 0.1% of ICP

Minimal pipeline generated

Likes from only your network

Comments from friends

THE SOLUTION

ABM Thought Leadership

A new four pillar system that builds your executives’ authority on LinkedIn and converts it into pipeline, not just likes and follows.

POSITIONING

Category POV

Before any content goes out, we help your executives develop an ownable industry perspective — one that gives every post a reason to exist and makes people pay attention to what they say next.

AUTHORITY

Executive Content Engine

Once the POV is set, we run a consistent content engine that builds compounding authority with your ICP, not just your existing network, so your executives become a recognized voice in the category over time.

REACH

ABM Distribution

Using thought leader ads and targeted engagement to guarantee your content and POV gets in front of your exact target account list, building authority and warming up those accounts.

TIMING

Demand Capture

As that visibility builds, we monitor ICP engagement signals and flag the accounts that are warming up, so your sales team can start conversations at exactly the right moment.

01.

POSITIONING

Category POV

Before any content goes out, we help your executives develop an ownable industry perspective — one that gives every post a reason to exist and makes people pay attention to what they say next.

01.

POSITIONING

Category POV

Before any content goes out, we help your executives develop an ownable industry perspective — one that gives every post a reason to exist and makes people pay attention to what they say next.

02.

Authority

Executive Content Engine

Once the POV is set, we run a consistent content engine that builds compounding authority with your ICP, not just your existing network, so your executives become a trusted voice in the category over time.

02.

Authority

Executive Content Engine

03.

Reach

ABM Distribution

Using thought leader ads and targeted engagement to guarantee your content and POV gets in front of your exact target account list, building authority and warming up those accounts.

03.

Reach

ABM Distribution

Using thought leader ads and targeted engagement to guarantee your content and POV gets in front of your exact target account list, building authority and warming up those accounts.

04.

timing

Demand Capture

As visibility builds, we monitor ICP engagement signals and flag the accounts that are warming up, so your sales team can start conversations at exactly the right moment.

04.

timing

Demand Capture

As visibility builds, we monitor ICP engagement signals and flag the accounts that are warming up, so your sales team can start conversations at exactly the right moment.

THERE’S A BETTER WAY

The Legacy Playbook generates likes.   
ABM Thought Leadership generates pipeline

The Legacy Playbook generates
likes. ABM Thought Leadership
generates pipeline

The Legacy Playbook generates likes. ABM Thought Leadership generates pipeline

Two approaches to LinkedIn thought leadership and only one of them your sales team will ever feel.

The old way: The Legacy LinkedIn Playbook

No differentiated POV, content blends in and gets ignored

Posts optimized for the algorithm, not your buyers

Organic reach misses 99% of your ICP

Vanity metrics instead of pipeline movement

Sales team still starting every conversation from zero

Competitors become the default choice for your buyers

The new way: ABM Thought Leadership

A Category POV that makes your execs the go-to voice

Content written for your buyers, not the algorithm

Thought leader ads guarantee your ICP sees every post

Pipeline and revenue as the only metrics that matter

Your narrative is in market before outreach begins

Sales team opens warm conversations with pre-sold accounts

WHAT IT TAKES TO WIN

Most approaches only include one part of the pipeline equation

Here's how ABM thought leadership stacks up against other options your team may be considering.

Here's how ABM thought leadership stacks up against other options your team may be considering. Scroll right to see full comparison.

Category POV development

Executive content production

ABM distribution

ICP signal monitoring + Demand Capture

Optimized for pipeline, not vanity metrics

Proven pipeline results on record

ABM THOUGHT LEADERSHIP

Ghostwriter
or AI

sometimes

Founder Brand Agency

sometimes

Pure ABM

sometimes

Category POV development

Executive content production

ABM distribution

ICP signal monitoring + Demand Capture

Optimized for pipeline, not vanity metrics

Proven pipeline results on record

ABM THOUGHT LEADERSHIP

Ghostwriter
or AI

sometimes

Founder Brand Agency

sometimes

Pure ABM

sometimes

Category POV development

Executive content production

ABM distribution

ICP signal monitoring + Demand Capture

Optimized for pipeline, not vanity metrics

Proven pipeline results on record

ABM THOUGHT LEADERSHIP

Ghostwriter
or AI

sometimes

Founder Brand Agency

sometimes

Pure ABM

sometimes

CLIENT RESULTS

RESULTS GENERATED BY   
ABM THOUGHT LEADERSHIP

RESULTS GENERATED
BY ABM THOUGHT LEADERSHIP

Gross-to-Net Leakage Recovery Platform for Pharma Manufacturers Over the course of 7 monthS

Generated $6 Million in Qualified Pipeline in the first 2 Weeks

Gerard Rivera

Co-founder & CEO

360° Documentation for the Remediation Industry

Led the industry narrative online and sparked 100s of revenue-generating conversations with the ICP

“Working with Thoughtful Content has been a huge win for DocuSketch. It’s helped position us as true subject matter experts and thought leaders in the property documentation industry, and given some of our most senior team members the visibility they deserve. The content sparks meaningful conversations and strengthens our credibility in the industry”

Nick Keyko

Vice President, Marketing

“At a recent trade show one of our subject matter experts attended, he said over 30 people approached him and mentioned his LinkedIn content. We’re getting some great online traction that is turning into offline conversations!”

Barret Hall

Senior Manager, Digital Marketing

Outsights Service For Marketing Leaders at Consumer Brands

2x’d Pipeline in 6 Months

“In the first month of Thoughtful running mysocial we added 3 qualified deals to our pipeline.” “A perfect ICP contact at a global consumer brand just DM’d asking for a call and literally said ‘I guess this proves your LinkedIn content works’ lol”

Charlie Grinnell

Co-founder & Co-CEO

PLANS & PRICING

HOW TO WORK WITH US in three steps

HOW TO WORK WITH US
in three steps

Whether you're starting from scratch or adding distribution to what's already working, each phase moves you closer to the same outcome — a thought leadership motion that generates pipeline and a sales team that never has to start a cold conversation again.

Phase 1 Foundation

4-6 week sprint

Phase 2 Execution
Month-to-month

Phase 3 Distribution
Month-to-month ADD-ON

Foundation

$7k

/one-time

We build your Category POV and get your ABM Thought Leadership flywheel live - so your executives start showing up in front of the right accounts from day one.

Timeline

~4-6 weeks

Your time investment

~5-10 hours

Includes:

Category POV development

Your executives have a clear, ownable perspective that makes your ICP stop scrolling and start paying attention

LinkedIn profile optimization

Executive profile converts visitors into booked calls before a word of outreach is sent

ICP & landscape research

Content is positioned to resonate with the right buyers and stand out from the right competitors

First batch of content

8 posts live in market so you can gauge early traction with your target audience

Full ABM Thought Leadership strategy

A documented, repeatable playbook that could be executed by either your team or our agency—your choice

Phase 1 Foundation

4-6 week sprint

Phase 2 Execution
Month-to-month

Phase 3 Distribution
Month-to-month ADD-ON

Foundation

$7k

/one-time

We build your Category POV and get your ABM Thought Leadership flywheel live - so your executives start showing up in front of the right accounts from day one.

Timeline

~4-6 weeks

Your time investment

~5-10 hours

Includes:

Category POV development

Your executives have a clear, ownable perspective that makes your ICP stop scrolling and start paying attention

LinkedIn profile optimization

Executive profile converts visitors into booked calls before a word of outreach is sent

ICP & landscape research

Content is positioned to resonate with the right buyers and stand out from the right competitors

First batch of content

8 posts live in market so you can gauge early traction with your target audience

Full ABM Thought Leadership strategy

A documented, repeatable playbook that could be executed by either your team or our agency—your choice

Foundation

$7k

/one-time

We build your Category POV and get your ABM Thought Leadership flywheel live - so your executives start showing up in front of the right accounts from day one.

Timeline

~4-6 weeks

Your time investment

~5-10 hours

Includes:

Category POV development

Your executives have a clear, ownable perspective that makes your ICP stop scrolling and start paying attention

LinkedIn profile optimization

Executive profile converts visitors into booked calls before a word of outreach is sent

ICP & landscape research

Content is positioned to resonate with the right buyers and stand out from the right competitors

First batch of content

8 posts live in market so you can gauge early traction with your target audience

Full ABM Thought Leadership strategy

A documented, repeatable playbook that could be executed by either your team or our agency—your choice

Distribution

$1.5k

/month (campaign management fee)

We run LinkedIn thought leader ads to guarantee your content reaches your target account list - bypassing the algorithm and putting your executives in front of the 200-1,000 accounts that matter.

Timeline

Month-to-month (no lock-in)

Your time investment

~1-2 hours

*Note: + $1.5k/month minimum ad spend per industry vertical targeted

Includes:

Campaign planning

The right targeting mix and priority accounts identified before a dollar is spent

Multi-layer targeting

LinkedIn native, warm retargeting, and your target account list combined

Creative cycling

Your top-performing content rotated to prevent ad fatigue and maximise reach

Increased demand capture

More ICP accounts in your orbit means more pipeline signals for your sales team

Execution

$Missing variables: users

/month

Missing variables: users

posts a month

Use slider to adjust price and posts

We run LinkedIn thought leader ads to guarantee your content reaches your target account list - bypassing the algorithm and putting your executives in front of the 200-1,000 accounts that matter.

Timeline

Month-to-month (no lock-in)

Your time investment

~1-2 hours

Includes:

Content interviews & storyboarding

Your executive's ideas turned into posts worth reading

Content creation & publishing

Written, designed, and live without pulling your team in

Curated commenting feed

Your organic reach doubles with five minutes of your executive's time per day

Demand capture

ICP accounts showing intent are surfaced to your sales team at the right moment

GTM integration

All learnings are fed back to your marketing and sales teams so nothing gets lost

CONTENT EXAMPLES

Click the posts to view them natively on LinkedIn

Screenshot of Stephen Hom's LinkedIn post

Screenshot of Tatiana Finkelsteyn's LinkedIn post

Screenshot of Tatiana Finkelsteyn's LinkedIn post on infrastructure

Screenshot of Allegra Poschmann's LinkedIn post

Screenshot of Bharat Sundaram's LinkedIn post

Screenshot of Gerard Rivera's LinkedIn post

WANT TO EXPLORE FURTHER?

SEE IF ABM THOUGHT LEADERSHIP IS THE GROWTH LEVER YOU’VE BEEN LOOKING FOR

We asked ourselves, 'Hey, what did it do to the pipeline?' (since launch, 2 weeks prior). It generated $6M. All of this from people saying, 'I saw your post.'

AFTER WORKING WITH THOUGHTFUL

Gerard Rivera

Co-founder & CEO @ RIS Rx

ABOUT US

Thoughtful exists because nothing we tried was built for the kind of buyer we were selling to

In 2024, I was trying to grow a B2B startup. We spent over $100K on agencies, ads, and outbound and closed nothing. High-volume outbound burned bridges. A ghostwriter produced content we were embarrassed by. None of it worked because none of it was built for the kind of buyer we were trying to reach.  

What eventually worked wasn't one thing, but five done together. A category POV. A target account list. An executive content engine. Paid distribution to bypass the algorithm. Signals-based outreach once prospects were showing intent. I called it ABM Thought Leadership.  

A few founder friends asked if I could run the same playbook for them. That was the beginning of Thoughtful.     

In year one we generated $6M in closed-won revenue for one client, doubled pipeline for another, and hit $70K MRR. I started this because I couldn't find anyone doing all five pillars together and this still holds true today.

Evan Knight

Founder, Thoughtful

FAQS

Questions we get
asked before a call

If you're evaluating whether ABM Thought Leadership is the right move for your pipeline, these probably cover what's on your mind.

WHAT KIND OF RESULTS CAN WE EXPECT, AND HOW TO MEASURE THEM?

(i) Inbound demo requests, calls, emails, texts + Measure in your CRM

(ii) Real-world conversations at conferences + We check-in with your sales team

(iii) Content gets mentioned on sales calls & shortens sales cycles + We check-in with your sales team

(iv) Your ICP engages with your LinkedIn content & views your profile + We measure with

a third-party tool and surface the most engaged good-fit leads to you weekly

(V) Content impressions and engagements + These are main top of funnel vanity metrics

but we measure them with a third party tool in order to fine tune your future content

HOW LONG BEFORE SEEING RESULTS?

WILL THE CONTENT AUTHENTICALLY REFLECT MY BRAND AND POV?

WILL YOU EDIT CONTENT THE WAY I WANT?

HOW LONG DO I NEED TO COMMIT FOR?

WHO DOES THIS WORK BEST FOR?

CAN YOU DO THIS FOR MULTIPLE PEOPLE AT OUR COMPANY?

WHAT CONTENT FORMATS CAN YOU PRODUCE?