Hypothesis
Kelly SETT needed meaningful audience growth without resorting to generic, low-signal corporate content. Narrative clarity, steady format testing and fast feedback loops should grow a qualified audience and move pipeline, not just reach.
Method
A content system optimized for how LinkedIn actually works: narrative clarity, post-format testing, cadence optimization, and fast editorial feedback loops driven by engagement signal.
- Recurring formats across video, articles and text, refined through audience response.
- An owned newsletter as durable distribution.
- Paid and organic run together with structured creative testing, all measured back to HubSpot.
- HubSpot and Notion workflows that cut asset approval and launch time from five days to 48 hours.
Audience growth and commercial performance are distinct measures.
Result
70K → 300K+
- Grew the account from 70,000 to over 300,000 followers in 18 months, a 330% increase.
- Launched an owned newsletter to 30,000 subscribers in 90 days.
- Contributed to a 28% quarter-over-quarter reduction in blended paid and organic cost per lead.
- +159% new contacts half over half (150 → 388 in six months) and +93% web sessions, HubSpot-tracked.
Next
Consistent, strategic audience growth tied to pipeline and efficiency created long-term distribution leverage. The same loop of cadence, format testing and fast feedback is what I bring to a new channel.