PistachioFounder-led content that turns LinkedIn into pipeline.
We run LinkedIn for B2B founders and executives, in their own voice. You talk, we write. Every post feeds a newsletter you own and comes back with a list of the in-ICP people who engaged.
Which sounds like you?
“We post, but it doesn't drive pipeline.”
The posts get likes. Some even go wide. But nobody can point to a deal that started there, so it's hard to justify the hours.
“Our founder has the opinions, not the hours.”
The best thinking in the company comes out on sales calls and in Slack, and never makes it into public. Doing it properly yourself is a job of its own.
“Our company page has followers, but no reach.”
LinkedIn shows people far more posts from people than from pages. Buyers want to hear from the people doing the work, not the logo.
“We need more than one voice in market.”
One founder account can't carry a whole category. You want your executives and experts out there too, sounding like themselves.
LinkedIn is great at attention. It's bad at keeping it.
A good post reaches the right buyer on the wrong day. They aren't in market yet, so they scroll on, and you never see them again. Multiply that by every post, and most of what founder content earns just leaks away.
That gap between attention and a sales conversation is the missing middle. So we don't treat LinkedIn as the destination. We use it for what it's good at, then give the right people a reason to join a newsletter you own, where trust builds until they're ready to talk.
How it runs
A few weeks of strategy, then an engine that runs every week. You talk and give feedback. We handle everything else.
Strategy first
We define who you're talking to, choose the voices, and profile each one's views, stories and tone. Then we set the content pillars and agree how success gets measured, before anything goes out.
A profile that converts
Your profile is the landing page for every post. We rebuild it so a buyer who clicks through knows who you help, why you're worth following, and where to go next.
Content interviews
Short sessions with each voice, run by us and booked in advance. This is where the stories and opinions come out, so every post is built from what you actually think, not from what a writer could research.
Posts in your voice
We write, edit and schedule. LinkedIn is the focus, and X carries the same thinking where your audience is there. You approve everything before it goes out.
An owned channel behind it
A newsletter that turns post readers into subscribers. If you don't have one, we build it. It's where the people who aren't ready yet stay close until they are.
Reporting that ends in pipeline
Against the metrics we agreed up front. What landed, who engaged, what it led to, and what changes next month.
Every post comes back with a list of names.
Signal scores everyone who engages with a post against your ideal customer profile. After each one, your team gets the in-ICP people who engaged, and the context to start a warm conversation. Reach stops being the metric. The names are.
The same engine, measured in pipeline.
from one Atono lead magnet, with their newsletter nurturing everyone who wasn't ready to buy yet. Their sales team now uses the content for enablement.
“Working with Pistachio has been really easy. They're responsive, it takes a load off my plate, and all I have to do is give feedback, the rest is just handled.”
Why not just hire a ghostwriter?
| Doing it yourself | A ghostwriter | Pistachio | |
|---|---|---|---|
| Strategy | Whatever feels right that week | Usually starts at the post | ICP, voices and pillars set before the first post |
| Your profile | Written once, years ago | Rarely in scope | Rebuilt so it converts the people your posts send |
| Your time | Hours every week, and the first thing to slip | Less, but you still steer every piece | Interviews and feedback, about an hour a week |
| Where attention goes | Stays on LinkedIn | Stays on LinkedIn | Into a newsletter you own |
| Who engaged | A notification count | A notification count | A scored list of in-ICP people after every post |
| Measured in | Likes | Impressions | Conversations and pipeline |
Questions we get asked
Will it actually sound like me?
That's what the strategy phase and the content interviews are for. We document each voice's views, stories, phrases and no-go zones before we write anything, then build every post from what you said in a session. You approve everything before it's published.
How much of my time does it take?
Most clients spend about an hour a week. That's a short content interview plus feedback on drafts. We handle the writing, editing, scheduling and reporting.
Why founder-led content instead of the company page?
A company page gets shown to the people who already follow it, and that audience is often job seekers and partners rather than buyers. A person's profile doesn't carry that history, and LinkedIn favours people over pages. We still keep the company page tidy, because buyers look you up. It's just not where the results come from.
Can you run more than one executive?
Yes. Engagements scale by the number of voices in market, from a single founder up to a wider group of executives and subject-matter experts, plus the company page if it's useful.
How do we know it's working?
Followers and engagement are leading indicators, and we report them. What we're judged on is the business side: who engaged, the conversations it started and the pipeline it created. We're not your team if you want a million LinkedIn impressions. We're your team if you want a content motion that grows the business.
Do we need a newsletter for this to work?
It's what makes the LinkedIn work compound, so it's part of every engagement. If you already have one, we plug into it. If you don't, we build it during the strategy phase.
What does it cost?
It depends mostly on how many voices you want in market and how often they post. We scope it on a call, once we know what you're trying to achieve.
How soon will we see results?
Signal returns a list of in-ICP people who engaged from the first post. By months two and three, distribution is established and the lists arrive consistently. By month six, the full engine is compounding, from social into the newsletter into pipeline.
How long do we commit for?
Engagements start with a three-month minimum, then run month to month with 30 days' notice to adjust or pause.
Put your founder's thinking to work.
We work with a small number of B2B companies at a time. Tell us who you're trying to reach and who should be doing the talking, and we'll come back with how we'd run it.