Turning a founder’s LinkedIn into a consistent pipeline of qualified conversations
Gaia Ferrero, Founder of Byzantine, was showing up inconsistently on LinkedIn. We rebuilt her presence from the ground up, profile, content, and outreach, turning it into a channel that generates qualified conversations every week, without her spending hours on it.
- Industry
- Strategy & Advisory
- Region
- Europe
- Duration
- 12 weeks
- Service
- LinkedIn Profile Optimisation · Content Writing & Posting · Lead Generation & Outreach
The context behind the work.
Gaia had built Byzantine into a respected boutique strategy firm through referrals and reputation. She knew LinkedIn mattered: her clients were there, her peers were there, and the conversations she wanted to be part of were happening there daily. But LinkedIn had always felt like a chore. She’d post sporadically when she had time, struggle to know what to say, and watch the engagement flatline. Her profile still read like a CV from three years ago.
She came to Soch not because she didn’t understand LinkedIn, but because she understood it well enough to know she wasn’t doing it justice. She needed a partner who could take full ownership of her presence, strategy, content, and outreach, so she could stay focused on running the business. We started with a full audit before touching anything. You don’t fix what you haven’t properly diagnosed.
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What they came to us with.
Gaia’s profile wasn’t converting. The headline described her role rather than her value. The About section was a company description, not a founder story. There was no clear point of view, nothing that told a prospective client why Gaia specifically, why Byzantine specifically. Visitors landed and left with no strong reason to reach out.
Content was inconsistent and reactive. When she had a thought worth sharing, she’d post. Most weeks, nothing went out. There was no strategy, no rhythm, and no system for turning her genuine expertise into material that reached the right people. The algorithm punishes inconsistency, and it was.
Outreach had never been tried systematically. Conversations were happening, but only through warm introductions. There was no process for expanding into adjacent founder communities and decision-makers who didn’t already know her name.
I knew what good LinkedIn looked like. I just couldn’t make it happen alongside everything else. Handing it to Soch was the right call. Within a few weeks it felt like my profile finally sounded like me.
How we solved it.
Audit & Positioning
We spent the first two weeks understanding Gaia’s business, her clients, her voice, and what Byzantine does differently. We interviewed her, reviewed her past work, and mapped the founder communities she most wanted to reach. From this we built her LinkedIn positioning: a clear, specific point of view that makes the right people stop scrolling and the wrong people self-select out. Everything downstream was built on this foundation.
Profile Overhaul
We rewrote every section from scratch. The headline became value-first and specific. The About section became a founder story: why Byzantine exists, what Gaia believes, and what a client can expect. The Featured section was rebuilt to showcase the work. Keywords were embedded throughout for discoverability without the profile reading like it was written for an algorithm. It now reads like Gaia wrote it on her best day.
Content Engine
We built a content calendar anchored in three pillars drawn from the positioning work, each designed to attract a different type of engagement from the same target audience. We ghostwrite every post in Gaia’s voice, put it through a review round with her, and publish on a consistent three-times-per-week schedule. Within 30 days, impressions tripled. Within 60, profile views had grown 4×.
Outreach Sequencing
We built a targeted outreach system using Sales Navigator to identify founder-profile connections in Gaia’s target segments. Connection requests are personalised and non-salesy, the goal is conversation, not pitch. Follow-up sequences are human-written and context-aware. Within 90 days, 12 qualified conversations had been initiated through outreach alone.
What shipped.
Posting consistency maintained.
Three posts per week, every week, for the full engagement, no missed weeks.
Growth in profile views within 60 days.
From the profile overhaul and content engine going live simultaneously.
Qualified inbound conversations in 90 days.
Founders and decision-makers matching Byzantine’s ideal client profile, through content and outreach combined.