Turning 28 years of practitioner expertise into a LinkedIn presence that generates consulting pipeline
Shahzad Akhtar, Founder of Strateasy Consulting, had spent nearly three decades as Pakistan’s foremost Balanced Scorecard practitioner. But his LinkedIn presence wasn’t generating pipeline. We rebuilt his positioning, content, and outreach to make 28 years of credentials visible to the right people before the first meeting.
- Industry
- Management Consulting
- Region
- Pakistan
- Duration
- 5 months (ongoing)
- Service
- LinkedIn Profile Optimisation · Content Writing & Posting · Lead Generation & Outreach
The context behind the work.
Shahzad had spent 28 years doing the work. Two Group CEO roles. AED 500M in managed turnover. A Balanced Scorecard certification from Palladium and Kaplan and Norton. Active engagements with the Asian Development Bank and GIZ. He was the practitioner that other consultants pointed to when the conversation turned to strategy execution in Pakistan.
But his LinkedIn told none of that story in a way that generated pipeline. Every new engagement still started from zero, rebuilt on reputation, referral, and being in the right room. He came to Soch to fix that: to build a presence that did the introduction before the meeting, and shortened the trust-building cycle with the right people.
What they came to us with.
Shahzad's LinkedIn profile wasn't converting his expertise into pipeline. Despite two Group CEO roles, AED 500M in managed turnover, a Balanced Scorecard certification from Palladium and Kaplan and Norton, and active engagements with the Asian Development Bank and GIZ, his profile didn't communicate any of that in a way that made the right people reach out.
Content had never been systematic. Without a consistent publishing cadence, there was no mechanism to build authority and visibility with decision-makers who hadn't already encountered him through existing channels. The algorithm punishes inconsistency, and the silence was costing him reach.
Every new engagement still started from zero. Pipeline depended entirely on being in the right room: reputation and referral carried everything, with no outreach system to reach Group CEOs, family business principals, and senior leadership who didn't already know his name.
I had the credentials, the track record, the institutional relationships. What I did not have was a way to make any of it visible to the right people without being in the room first. Every engagement still started from zero.
How we solved it.
Audit & Positioning · Weeks 1–3
We spent the first three weeks understanding Shahzad's business, his clients, his voice, and what genuinely sets his practice apart. From this we built his LinkedIn positioning: Pakistan's foremost Balanced Scorecard practitioner. Not a generalist consultant. The practitioner who had spent 28 years executing strategy at Group CEO level.
Profile Overhaul · Weeks 3–4
We rewrote every section from scratch. The headline was reframed around the strategy-execution gap. The About section became a practitioner's authority statement. It now reads like Shahzad wrote it on his best day.
Content Engine · Months 2–5
We built a content calendar anchored in five pillars. Within 30 days, post impressions had more than tripled. Within 60 days, profile views had grown 6×. Three posts per week, every week, for the full engagement. No missed weeks.
Outreach Sequencing · Months 3–5
We built a targeted system using Sales Navigator to identify Group CEOs, family business principals, and senior leadership in Shahzad's target segments. Within five months, 11 qualified consulting conversations had been initiated.
What shipped.
Outreach reply rate.
Up from 9% before the engagement. Targeted, non-salesy outreach to the right people at the right level.
Growth in profile views within 60 days.
From a weekly average of 18–28 views to 140–190, driven by the profile overhaul and content engine going live simultaneously.
Qualified consulting conversations initiated.
With Group CEOs, family business principals, and senior leadership in target segments over five months.
| Metric | Before | After |
|---|---|---|
| Posting Frequency | Sporadic | 3× per week |
| Posting Consistency | Irregular | 100% — no missed weeks |
| Post Impressions | 220–380 | Tripled within 30 days |
| Profile Views (weekly) | 18–28 | 140–190 (6× growth) |
| LinkedIn Followers | 8,400 | 14,490+ |
| Outreach Reply Rate | 9% | 29% |
| Qualified Conversations | 0 | 11 over 5 months |
Before this, my entire pipeline came from people who already knew me. Now the content does the introduction. By the time someone books a call, they have already decided I am the right person. The conversion rate is completely different.