“He does something with marketing, I think.”
“She’s the one who says most retention problems start at onboarding.”
For founders of B2B firms
Right now, somebody is describing you to someone who could hire you.
It’s happening in a conversation you’ll never hear about. Your name comes up, somebody says five or six words about you, and the person listening decides whether to look you up. Those five or six words are the business.
We build the version of you that shows up instead. A full quarter of LinkedIn, written from your own work, handed over in seven days.
The point is the call you didn’t chase, from someone who has been reading you for months.
Thirty minutes. You find out what your build would argue, what it costs and whether you’re a fit. If we don’t think this is right for you, we’ll say so and leave it there.
Shreya SapkotaFounder, Datum Editorial
Founder posts measured to build the method
Posts written in your voice, dated by week
Days from your session landing to the full set delivered
Named accounts: 150 who could hire you, 50 your buyers read
A Tuesday, eight months from now.
There’s a call in your calendar you didn’t chase. You don’t recognise the name.
They open by telling you they have been reading you for months. Then they quote a line back at you, from a post you barely remember writing, and ask a question about it, about the argument, not about your process.
Nobody asks what you do. Nobody asks for case studies. There’s no part of the hour where you have to establish that you’re worth the hour.
Twenty minutes in, they ask when you could start.
You didn’t send a proposal, build a deck or chase anybody down. You wrote four posts a week for months, and one Thursday one of them found the right person on the right morning.
The quarter after that, it happens again. The thing that produced it is still running, and you’re the one running it.
Eight times out of ten, the deal goes to the vendor the buyer contacts first.
6sense, 2025 Buyer Experience Report, nearly 4,000 B2B buyers surveyed.
Most of the choosing happens before that first message, somewhere you aren’t. What they find standing in for you is whatever you left lying around.
Across the 9,128 founder posts we measured, the thing that predicted performance best was whether the founder shows up in their own sentences. Topic came nowhere near it. Neither did the hook.
Generic writing is free now, and everybody has it. The one thing nobody can copy off you is something that happened to you.
There’s already a story about you in your market. You didn’t write a word of it.
People don’t wait for you to explain yourself. They fill the gap with whatever is nearest. Your job title. Your company name. A half-remembered thing somebody said at a conference.
That gap is where the deal goes.
You’ll never get the email telling you why you lost it.
That’s what makes this so easy to keep ignoring. Nobody writes to say they checked your profile, found a job title and a repost from two years ago, and went with the other firm. It arrives in your life as a quiet quarter.
The referral that died on your profile.
Somebody vouched for you. The buyer went and looked. Nothing they found matched the recommendation, so the introduction cooled on its own and you were told they went in another direction.
The call that starts from zero.
You spend the first twenty minutes establishing that you know what you’re talking about. The founder they have been reading for six months skips that part entirely and opens at price.
The rate you can’t hold.
When a buyer can’t tell you apart from the other three on their list, the only thing left to compare is price. That’s where discounting starts, and it starts with them, not with you.
Shreya Sapkota
I kept seeing something I couldn’t explain. Founders who were obviously good at the work were losing jobs to founders who were easier to describe.
So before we wrote a word for anybody, we measured: 9,128 founder posts, scored against the audience each one actually reached, and 53 profiles taken apart line by line.
I expected the answer to be about hooks. It wasn’t. How a post is written explains about 17% of how it does against that person’s own audience, and the biggest single thing inside that 17% is whether the founder shows up in their own sentences.
Buyers look up the person.
So that’s the order we work in. Decide the argument, build the quarter out of it, and hand it over. By week fourteen you can run it without us, and if you’d rather not, we build the next quarter the same way.
Shreya Sapkota, founder, Datum Editorial. MBA, B2B marketing. shreya@datumeditorial.com
So where do you stand?
Six questions, then an answer, including the one where we tell you not to buy this. Answer for how things are today, not how you intend them to be next month.
Nobody sees your answers, including us. There’s no email field anywhere on this page.
You’ve three options already. You’ve probably tried two of them.
None of them are stupid. They’re what a sensible person does about this, and they fail for the same reason in three different costumes.
Do it yourself.
The writing takes ten minutes. Deciding what the post is even about takes forty-five, every post, on top of running the company. This is where a lot of founders stop. Nobody decides to. They have a busy fortnight, and then another one.
Hire a ghostwriter.
They write well, and they write from nothing. So the posts come back technically yours and arguing nothing in particular, because nobody ever decided what you were arguing. Then they leave, and it’s back to the start with a folder of old drafts and a habit that was never yours to keep.
Hire an agency.
They take the company page and fill a calendar with industry observations. But a logo can only publish a claim. Only a person can take a position, be wrong in public, and still be standing, which is what a buyer is reading for. A year later there’s a feed nobody reads and an invoice nobody can quite justify cancelling.
Nobody ever decided what you argue. So nothing stacks.
Decide the argument, build the quarter, then get out of your way.
In that order, and the order is the whole point. Most people sell you the middle one on its own, which is exactly why it stops working the moment they leave.
We work out what you argue.
What you believe that your category doesn't, and whether you can prove it. You get one page that says who you help, what you argue, and the through line every post traces back to. This is the part that makes post fifty-three as good as post one.
We build the quarter out of it.
Thirteen weeks, four posts a week, written from your clients, your numbers and your stories. Your profile rewritten and printed beside the old one so you can see what it was costing you. And two hundred named accounts, a hundred and fifty of them people who could hire you, researched, with the message written for every way a conversation starts.
Then we hand you the keys.
Your angles are mapped out far enough ahead that you don't need us after the ninety days, and the manual shows you how to keep going. In week fourteen you can run it yourself, or have us build the next quarter.
Everything in your Notion page by day seven.
The actual list. Nothing outside it is included.
Findings, on your own account
Your profile and your recent posts measured against the research set, with your own writing quoted back at you.
Your profile, finished
Headline, About, skills, experience, and Services where it helps. Banner designed, and your photo framed from the shot you send. Printed beside your current one so you can see the difference.
Positioning document
Who you serve, the problems they bring you, what you argue that others don't, and the pillars every post is written inside.
Posts, written
Thirteen weeks, four a week, dated. Written from your clients and your numbers. Where a post needs a carousel or a card, it arrives with the design finished in your colours.
Named accounts
A live spreadsheet you work in. A hundred and fifty people who could hire you, researched, each with a personal connection note written for you, and fifty accounts your buyers already read.
Message sequences
Every way a conversation starts, written out. Plus the daily routine and the conversion loop.
The operating manual
Your angles mapped out far enough ahead that you don't need us after the ninety days. Six post shapes, the weekly rhythm, and a two-minute measurement sheet.
Recorded handover
Short sections, not one long call. Rewatch it in month six when you've forgotten the rotation.
Weekly emails
After delivery, one a week: what the week should feel like, and what to do in it. Week three is the one that matters.
Each piece appears the moment it's finished, so you watch the quarter get built instead of waiting on it. Everything lives in a Notion page that's shared with you and yours to duplicate into your own Notion. Lists come as spreadsheets.
One fee, one invoice, and the date in the contract.
One fee for the quarter, confirmed on the call and written into the contract with the delivery deadline. You’re invoiced only if you decide to go ahead.
- No monthly retainer, ever
- No per-post fee
- No account access requested at any point
- No checkout on this website. Nothing is paid before we’ve spoken
Seven days. One day late and the fee comes back.
In writing, in the contract. The clock starts the moment your ninety minutes end, not before, so the days before your session never come out of your seven.
The whole build is complete in your Notion page on the day we said, and nothing in it waits on a reply from you.
Yours outright from the moment you pay. Every piece is assigned to you in writing, in a Notion page that's shared with you and yours to duplicate into your own Notion.
Three things to know first.
All three are true. Better you hear them here than in week three.
Most of it isn’t the writing.
The writing is about seventeen percent of how a post lands. We don’t own the rest.
Thirty days before a post means anything.
Read nothing before day thirty.
Week three will make you want to quit.
Nothing will appear to be happening. We email you that week for exactly this reason.
This works for one kind of founder. For everybody else it’s an expensive mistake.
If you recognise yourself on the right, this isn’t the thing to buy.
This is for you if
- You sell to businesses, at a price where the buyer looks you up before replying.
- Your firm makes $500k to $10M a year, so there are real clients and outcomes to write from.
- You’re the founder who signs, and your name is what sells the work.
- Your buyers are on LinkedIn. If they never open it, this is the wrong channel.
- You want a second source of pipeline that isn’t referral and not paid ads.
- You’ve actually done the work. Real clients, real outcomes, an opinion you’d defend in public.
- You’ll press publish yourself, four times a week. A post published by an agency reads like one.
- You want to own the system afterwards rather than rent a ghostwriter forever.
This isn’t for you if
- You want vanity metrics. Views, followers, going viral. We don’t sell those.
- You want somebody else to post for you. We never touch your account and never ask for access.
- You want a number of leads by a date. That number would be a guess, and we’d rather not make one.
- You’re building a company page or a team presence. This is built from one person.
- You’re brand new. No clients, no outcomes, nothing to build from yet.
None of this works on its own. You press publish, you reply to the people who show up, you spend half an hour a day on your own account. Nobody can do that part for you, and a quarter of excellent writing sitting unpublished does exactly nothing.
One call. One session. Then it stops being your problem.
Thirty minutes to decide, ninety minutes to talk, and nothing to schedule after that. Nothing in the seven days waits on you.
You book a call.
Nothing is paid. You answer four short questions, so the call can start with your business.
30 minutes
What your build would argue, what it costs, whether you're a fit.
If you aren't, we'll say so and that's the end of it. No follow-up sequence either way.
ahead
A contract with the seven-day deadline in it, then one invoice.
The fee and the delivery deadline are both written in. Once your payment reaches us, your welcome email arrives the same day with a link to book your session.
90 minutes
Ninety minutes about your business, recorded.
You talk about your work the way you'd talk to somebody who actually wanted to understand it. What you've learned the hard way. What you think your industry gets wrong. The clients you're proud of. The things you've never said out loud because nobody asked. What you want your name to mean when somebody looks you up.
It's the only conversation there is, and everything we write comes out of it. Before it, you fill a short form and send anything you've already recorded, like talks, podcasts or calls. Your seven days start the moment it ends.
Your positioning, three finished posts and your angles.
This is where you say what's off, until the end of day four. If we don't hear from you, we build on what we sent. The remaining forty-nine are written only against what you approved.
The full set complete.
Posts, lists, the manual, the recorded walkthrough, all of it in your Notion page and assigned to you.
to thirteen
One email a week.
What this week is meant to feel like, and what to do in it.
What founders ask right before they buy.
Is this written by AI?
It's written from ninety minutes of you talking, and nothing goes out that you didn't say. We use tools in the process the way a studio uses a camera, and we aren't going to be coy about that. What we won't do is hand you something generic and call it yours. That's exactly why you read three finished posts on day two, before the other forty-nine exist, so you can tell us it doesn't sound like you at the point where changing it costs nothing.
What do I actually have to do?
A thirty-minute call to see if it's a fit. If it is, a short form for your colours and your competitors, links to any podcasts, talks or recorded calls you already have, and then ninety minutes talking about your business. Then on day two you read what we send and tell us what's off. That's your whole contribution to the build.
After that, you press publish four times a week and you talk to the people who reply.
Do you post for me?
No, and we never ask for your login. Every post is dated by week and day and ready to paste. We don't answer your comments or your messages either, but the loop for those is written out, step by step, so you can run it without guessing, or have somebody on your team prepare replies for you to send.
Is there a guarantee on results?
On the delivery date, yes, and it's written into the contract: seven days, or the fee comes back. On reach, followers, leads or revenue, no.
What about my clients' names?
Nothing about a client goes out under their name unless they've said yes, and we write the wording you send to ask.
Can you build this for my co-founder too?
Yes, but as a second engagement. Everything is built from one person's voice, positioning and material, because a personal brand belongs to a person, not a company. Two people means two builds, and merging them produces something that sounds like neither of you.
Why only LinkedIn?
Because arguments travel and formats don't. A position built properly can go anywhere afterwards, but what works on LinkedIn reads badly in a newsletter and dies on video. We'd rather do one surface properly than four adequately.
Somebody is going to describe you tomorrow. Decide what they say.
One fee, invoiced only if you go ahead. Delivered in seven days or the fee comes back.