LinkedIn-first, not LinkedIn-only
LinkedIn now takes 41% of B2B paid social spend (Dreamdata). It is where the buyer is. Everything else earns its place.
Built for dark social
Your buyers decided before they ever clicked.
84% of B2B deals are decided before marketing knows the account exists (6sense). We build the creator-led, paid-amplified programme that gets you into the dark funnel early.
why social
Why Social
Social doesn't drive pipeline. Until it does.
Your board sees engagement growth and zero sourced opportunities. The board concludes social is broken. Marketing concludes the board doesn't understand the dark funnel. Both are right. Software-based attribution misses 90% of dark-social influence (industry research). The fix is not more posting. It is self-reported attribution and an MQA model, paired with a programme built around them.
Get in touchPersonal profile lift, not page management
Brand pages reach 1.6% of followers. Personal profiles pull eight times the response (van der Blom). The lift is in the people, not the page.
MQAs over MQLs
We track self-reported source at demo, branded-search lift, and account-level signal from your ABM stack. We do not score impressions or pod likes.
our approach
Our Approach
Demand created, then captured.
Organic creates demand. Thought Leader Ads amplify the posts ICP already rewards. Founder and exec content carry the POV. Measurement catches the dark-funnel activity software keeps missing.
The first 30 days are an audit. We pull six months of organic, paid, and dark-funnel signal, benchmark personal-profile lift against company-page reach, and name the gap. You see which posts are creating demand and which are noise.
We build the operating system. That covers who posts, what they own, which formats earn ICP attention, and where paid amplifies. It includes a founder cadence the leader will sustain. It is not a content calendar nobody reads.
Senior specialists run paid, organic, founder content, and measurement under one lead. The work covers Thought Leader Ads, native zero-click posts, and podcast-clip distribution. There is no gated-eBook bait and no ghostwritten ego project.
Weekly performance reviews run against ICP engagement, not aggregate reach. Quarterly resets cover format and channel. The mix you need at Series A is not the mix you will need at Series C.
Our Social
Services
We wire paid, organic, founder, advocacy, and measurement into one engine. We judge that engine against pipeline, not impressions.
Paid Social
We run LinkedIn-led paid, including Thought Leader Ads, ABM-aware audiences, and retargeting layers that work. The format gets 6.9x the CTR of standard sponsored content.
Organic & Creator
We write native, zero-click posts your ICP actually stops scrolling for. Real POV, written by people who have one. No 'Did you know?' graphics with stock photography.
Founder & Exec Content
We build a founder content motion the leader will actually sustain. Weekly cadence, real voice, opinion you will stand behind. No ghostwriter pretending to be you.
Dark-Social Measurement
We surface self-reported attribution at demo, branded-search lift, MQA signal from your ABM stack, and organic-influenced pipeline. The roughly 90% your CRM cannot see, reported honestly.
Paid, organic, founder. One brain.
LinkedIn now runs at 121% ROAS and 41% of B2B paid social spend (Dreamdata). Budgets grew 31.7% year on year while Google grew 6% (Factors.ai). Most agencies sell you LinkedIn ads or LinkedIn content. We run both, plus the founder layer that makes either one work. The flywheel only spins when all three are wired together.
why MxD
Why MxD for Social
LinkedIn rewards a small set of behaviours.
The rewarded behaviours are personal profiles, dwell-time content, native video, Thought Leader Ads, and newsletters. That is where the buyer is. LinkedIn has now committed to deprioritising AI-slop, and 53.7% of long-form posts read as machine-written (Originality.AI). Most agencies sell company-page management and call it social. We build the creator-led, paid-amplified, dark-social-aware programme that wins. Same playbook in London, Dubai, and Auckland.
Common
Questions
How do you measure social if most of it is dark?
We use self-reported source at demo request. We track branded-search lift before and after campaign launches. We pull MQA-level signal from your ABM platform. We tag organic-influenced pipeline in the CRM. We retire the engagement-rate league table on day one and replace it with the signals the best B2B operators have spent five years proving work.
Our founder doesn't want to post. Now what?
Most don't, at first. We run a 45-minute capture call every two weeks. We mine it for three to five posts in the founder's actual voice and ship on a cadence the leader signs off on. If the founder still won't post after month one, we say so, and we redirect the budget. We will not run a ghostwritten ego project that dies in week three.
We tried LinkedIn ads. CPL was awful.
You probably ran single-image Sponsored Content with a gated eBook and judged it on cost-per-form-fill in a 14-day window. The format is broken and the window is wrong. Thought Leader Ads run at roughly 6.9x the CTR and 62% lower CPC, and CTR climbs for the first ten weeks before it peaks. The format change alone usually rewrites the business case.
What does this cost?
We work in engagement tiers. Those tiers cover single-channel focused, integrated paid-plus-organic, and full programme with founder content and measurement. Pricing is published in the proposal, fixed for the engagement, and quoted against scope. There is no hourly billing. No sales rep will quote you a different number from this page.