đ Welcome to todayâs free PMF issue!
âđ» Guest post by Sky Yang, co-founder and CEO of Imagine AI (YC F25), a company we backed. Imagine AI builds a content agent for B2B teams and runs the free benchmark this data comes from đ
At the median B2B company, 76% of the reactions it gets on LinkedIn each week go to the people who work there. The company page gets the rest.
We tracked 223,551 posts from 1,051 B2B companies and their teams, refreshed every day, to see what separates the companies that get heard. What we found:
Companies with 4+ people posting get about 7x the reach per page follower of companies where one person or nobody posts
Execs with the same size audience still end up about 7x apart
Multi-image posts get 2.11x an accountâs typical post, text-only gets 0.71x
The most common kind of post, the industry take, is also the weakest
The problem? Most teams know their buyers, investors and future hires spend time on LinkedIn. Almost nobody knows what to post or has the time to do it, and copying someoneâs one viral post doesnât help, because luck decides a lot of which post breaks out.
đ In this playbook, we turn the data into the four habits behind the companies that get heard: who should post, how often and what to share. At the end, youâll find our free benchmark to see where your company and your team land against 1,000+ B2B companies!
Inside you will find:
How to Measure Your LinkedIn Without Fooling Yourself Learn why your best post is mostly luck, and the one number to track instead.
Why Your People Get 3x the Reach of Your Company Page See where three quarters of a companyâs LinkedIn attention comes from.
How to Get 7x the Reach From the Same Audience Find out how many people should post, and from which departments.
What to Post: The Formats and Topics That Double Your Reactions Compare every format and topic against the same account, and see what the top quartile does differently.
How Often to Post (and Why Filler Posts Cost You) Find the cadence that gets the most weekly reach, and what a weak post does to the next one.
How to Get Free Reach From Your Customers and Investors See why only 12% of company ties on LinkedIn go both ways, and how to use it.
The Four Habits Behind the Companies That Win (+ the Free Benchmark) Get the full playbook in four rules, see what the top of the leaderboard does, then check where your company lands.
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1. How to Measure Your LinkedIn Without Fooling Yourself
Every account has a typical post: the number of reactions an ordinary post of theirs gets. We work it out from each accountâs own history with a geometric mean, a kind of average that stops one huge post from pulling the number up.
That number matters because single posts swing a lot. For the median founder or exec, two posts in three land between the typical post divided by 2.42 and multiplied by 2.42.