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How to Build a B2B Founder Brand in 2026
I just dropped a new video that breaks down exactly how to build a B2B founder brand that speaks to the three most important audiences: customers, potential hires and investors.
I've seen mixed opinions on "comment for freebie" LinkedIn posts.
Some people hate them. Others swear by them.
I think they’re worth doing.
Why? Because they actually work.
Just to show you the scale:
I created a list of 17 comment-for-freebie LinkedIn posts that combined drove 81,214 leads (grab it at the bottom of this newsletter).
Here are some examples I've seen firsthand:
Claude resources for sales (>3,500 leads)
The CFO’s guide to AI (>2,500 leads)
The CMO’s guide to Claude (>3,000 leads)
My State of LinkedIn report (>4,000 leads each time)
A sheet of startups that sponsor UK visas (>1,350 leads)
If you want to find more examples, search Saywhat’s trending content database and sort by comments (only available on the paid version)
So despite what the LinkedIn purists might say, I think they're worth it.
Today I'm going to show you how to make one in 4 simple steps:
1. Create a lead magnet
A good lead magnet solves an specific problem for your target audience.
Your target audience gives you their email in return for the freebie.
Lead magnets can include:
Free email courses (like our 8-Day LinkedIn Brand Building course)
PDFs (like our State of LinkedIn report - we got more than 4,000 sign ups from this)
Assessments
I'll cover how to make them in more detail in another newsletter.
It's worth making them good. The better your lead magnet, the more people will come back wanting more of your resources.
2. Make a simple visual
You can either do a book visual like this or a simple infographic like this.
It is super important that someone looks at the visual and understands that your post is a lead magnet. This one is super effective because it has the CTA on the visual itself.
3. In your CTA, tell the reader take these steps to get the lead magnet
Tell them to 1) comment on the post with a phrase like “algorithm report” and 2) send you a connection request.
If the lead magnet is good, you'll get a lot of comments, and this will boost the reach of the post.
4. Send all commenters to an email landing page
Respond to each commenter with a DM sending them a link to the landing page.
When they submit their email, set up an automated email to send them the lead magnet.
That's it.
As promised, here's my list of 17 comment-for-freebie LinkedIn posts that generated 81,214 leads - feel free to steal these ideas for your own lead magnets!
See you next time.
P.S. If you want to find more examples of lead magnets, consider checking out Saywhat’s inspiration tool - I found these in about 5 minutes while drinking my morning matcha!
Will McTighe
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P.P.S. Building a personal brand was the highest leverage thing I’ve done in my career. Whenever you’re ready, there are two ways I can help you:
Trying out Saywhat: My software platform and community for solopreneurs, consultants and coaches.
Cheat Sheets (Worth $200): Here are my 60+ LinkedIn Cheat Sheets.
