Case study · Thought leadership

Transformed LinkedIn strategy to harness human influence

Rebuilt Impossible Cloud's LinkedIn strategy around key team members by collaborating with them on content and turning top posts into ads.

Artboard 1@2x — A post from my own account

Text-only LinkedIn post by Jan Constantin Roehl arguing that compute is a flow, not a stock like oil — A text-only post from Jan Constantin Roehl's account

A post written for our CEO

meetings booked in 90 days

500+

new connections across 6 managed accounts

8.2%

click-through rate on thought-leader ads, 3× LinkedIn's median

$1.80

cost per click

Challenge

A company page alone wasn't reaching the people who buy AI compute. In a technical market, buyers listen to people, not logos.

What I did

I co-wrote posts with six leaders, including the CEO, in their own voices and on a steady rhythm. The best performers became thought-leader ads aimed at our buyers.

Result

500+ new connections and 65 meetings booked in 90 days. The ads ran at an 8.2% click-through rate, 3× LinkedIn's median, at $1.80 per click.

Why it matters

Buyers trust people they've heard from. Giving leaders a real voice turned their expertise into meetings.