Founders, CEOs, and senior operators at B2B SaaS companies.
SaaS founders and operators on LinkedIn are usually writing for two audiences at once: peers in the SaaS community (who help them think and refer customers) and prospective buyers in their target ICP. The peer audience values specificity about company-building; the buyer audience values evidence that the writer knows their problem space.
What to write about
- +Specific pricing decisions and what they did to revenue
- +Hiring trade-offs at your stage (first sales hire, first PM, etc.)
- +Honest revenue and growth milestones with the context behind them
- +Concrete product decisions and what was cut or kept
- +Customer conversations that changed your roadmap
- +Fundraising stories with the actual numbers
- +Moves that worked or failed at your specific stage
Example posts
- We raised our prices 40% last quarter. Churn went up 0.5% and ARR is up 28%. Here is what changed.
- I fired our first VP of Sales after 90 days. The mistake was hiring for the next stage instead of the current one.
- $3M ARR with 8 people. We made one decision that mattered more than any feature: we said no to enterprise contracts for 18 months.
What to avoid
- −Hiding behind "learnings" instead of stating actual numbers. Posts read as marketing speak.
- −Writing for VCs only, missing the larger audience of peer founders and prospective customers.
- −Recycling generic SaaS advice ("focus on retention") that does not earn distribution because every account posts the same thing.
- −Performing successes without the texture of why and how, which reads as bragging rather than teaching.
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