Agency Owners: Thought-Leadership That Drives Inbound
Agencies don’t win on “we’re full-service.” They win by showing how they think—narrowly and publicly. This playbook turns your operating principles into posts that attract right-fit leads: a niching POV, show-your-work breakdowns, and tiny offers people actually accept. You’ll get examples, DM scripts, and a lead-handling checklist that respects people’s time.
Key Takeaways
- Publish niching POVs and before/after breakdowns.
- Offer tiny, no-pressure first steps (teardowns, office hours).
- Reply with short, specific DMs and a clear next step.
What Is Agency Thought-Leadership?
Definition: Publishing specific, repeatable ways you solve a client problem—with proof.
When to use: You want inbound that self-qualifies.
Quick steps: State a niche → Share two playbooks → Offer a tiny first step → Follow up once.
Pros: Filters clients; builds trust.
Cons: Requires focus and saying “no” to off-niche work.
Posts That Earn Inbound (with copy)
Niching POV
We stopped “full-service” and now do retention for B2B SaaS only. Three things changed: cleaner briefs, faster wins, and better case studies. If you’re spread thin, what would you cut first?
Show-your-work teardown
We rebuilt a post-purchase flow: removed 2 emails, added a day-3 check-in, and a tiny reactivation path. Result: ticket volume down 18%, NPS up. Want the checklist?
Tiny offer
We’re doing 3 free onboarding teardowns this week (30 minutes). If you’re under $20M ARR and want a second set of eyes, comment “teardown.”
Positioning Worksheet (fill once)
Who we help: B2B SaaS under $20M ARR
Problem we solve: retention falling after trial
Outcome we deliver: higher week-1 actives and lower support tickets
Proof we can show: 3 teardown screenshots + 2 before/after metrics
No-go work: display ads, one-off brand campaigns
Inbound Offer Ladder
- Free: 30-min teardown (3 slots/week).
- Low-friction: 2-week sprint with fixed scope.
- Core: 8-week retention engagement.
DM Frameworks (exact copy)
Qualify (after a comment):
Can share the 5-step checklist—want it here or email? If the teardown would help, I’ve got a 30-min slot Wed 11:30.
No-fit reply:
Appreciate the interest. We stay focused on retention for B2B SaaS; I’m not the best fit for paid media. Happy to refer two folks who are.
Lead Tracker (CSV headings)
Date,Name,Company,Context,Offer Sent,Next Step,Status,Notes
Case Snippet (for proposals)
Result after 6 weeks: ticket volume down 18%, week-1 actives up +9 pts. Method: deleted steps, day-3 check-in, clear “aha” path. Scope and stack available on request.
Plan and template your offers in the LinkedinBuddy features.
Why This Approach Attracts Right‑Fit Leads
Generic “full‑service” signals nothing. Narrow positioning and proof help prospects self‑select. Niching gives you tighter stories, faster adoption, and repeatable case assets you can reuse in posts and proposals.
Say your niche out loud on your profile and in posts. Consistency does half the qualification for you.
Worked Example (from broad to specific)
Before: “We do growth for B2B companies.”
After: “We fix onboarding to raise week‑1 actives for B2B SaaS under $20M ARR.”
Proof: three teardown screenshots; before/after metrics; a 2‑week sprint outline.
Offer Ladder Rationale
Free teardown builds trust and reveals fit. The 2‑week sprint reduces risk and proves the model. An 8‑week core engagement scales what worked. Each step has a clear outcome and artifact your client can show internally.
Measure What Matters
- Saves and replies from ICP titles
- DM invites for teardowns
- Sprint‑to‑core conversion rate
- Referral intros per quarter
Avoid scope creep in the sprint. Publish what’s in and out; say “later” rather than “yes” to everything.
Add the Teardown Offer to your calendar and save the DM scripts.