Two people. $970,000 in LinkedIn pipeline.
Peridio is a ten-person company where exactly two people post: the CEO and the Head of Marketing. In one quarter, executive content put $970K in the pipeline, and the Head of Marketing published the receipts herself. Here’s the whole system, from voice memos to formula.
The short version
- →$970K in pipeline in one quarter, from exactly two people posting: the CEO and the Head of Marketing.
- →They spent two quarters on positioning first, and fired a good ghostwriting agency because the voice wasn’t theirs.
- →The system: 15 minutes of voice memos a week, 2-3 topics, a formula reverse-engineered from what already performed.
- →The CEO now runs it alone. His cadence went up after the marketer stepped back: 3.1 posts a week in the last 90 days.
- →Zero cross-posting in 198 posts. His feed talks to engineers, hers to marketers. Two rooms, one company.
Before anything worked, two quarters of homework
Kristen van Laren joined Peridio in November 2024 as the company’s first marketing hire, and one of the first things she brought to quarterly planning was executive content. In her words: “Not as a ‘nice to have.’ As a real growth lever.” The logic was simple enough. Her CEO talks to customers, investors, and partners every day. Turn a fraction of those conversations into content and the compounding takes care of the rest.
It didn’t work right away. They hired a professional ghostwriting agency for Bill, it flopped, and Kristen wrote about the flop publicly. Her diagnosis wasn’t “agencies are bad.” The problem was that Peridio hadn’t finished its own homework: “We were asking someone external to create content for a voice and message we hadn’t even defined internally yet.” And their audience is engineers, where “the margin for error on content is razor thin.”
So they stopped and fixed the foundation: “the better part of two quarters soul-searching on positioning in 2025.” Then the program went through three phases, which Kristen laid out herself.
| Phase | What it looked like |
|---|---|
| 1 · Guided creation | Bill provided the raw thinking; Kristen suggested topics, shaped drafts, reviewed everything. |
| 2 · The formula | They studied his top-performing posts plus people he admired, and reverse-engineered a repeatable structure from what was already working. |
| 3 · Self-serve | Voice memos in, posts out. “I’m almost entirely removed from the loop. He posts 5x a week on his own.” |
The formula fits on an index card
Straight from Kristen’s own posts. Six moves, none of which need a content team.
Record 15 minutes a week
Voice memos, quick riffs, things he was already saying in meetings and calls. In her words: “We built the workflow around his rhythm, not mine. Low friction = everything.”
Find the 2-3 topics they light up about
That’s the content territory. Bill’s entire feed is basically three topics, and that’s exactly why it works.
Keep it under 30 minutes of exec time
Per week, total. Busy execs have 47 other priorities, and “if content feels like homework, it dies on the vine.”
Make it formulaic, not robotic
A repeatable arc reverse-engineered from posts that already performed: idea → rough shape → refine → post. The structure is systematic; the opinions and stories stay his.
Guide the voice, don’t ghostwrite it
“Exec content has to sound like them. My job was to shape it, not replace his voice.” Especially with a technical audience, where a substitute voice costs credibility.
Be patient
“Month one feels slow. The compounding kicks in around month three.” The $970K quarter came after a year of showing up.
If content feels like homework, it dies on the vine.
Meet the cast
The whole program. No agency, no content team, no third poster.
The two voices, one by one
The lane each one owns, and the one thing to copy.
Bill Brock
View LinkedIn profile ↗A feed that reads like an engineering argument.
Bill’s feed has a formula you can feel: take something the embedded world accepts by default, poke a hole in it, back the hole up with specifics. You don’t have to agree with him (half his comment section doesn’t), but you know his name and you know exactly what his company would fix for you.
His biggest post argues NVIDIA doesn’t win on silicon at all (374 likes): “The moat isn’t the hardware. It’s the habit.” And when he strays from opinion into argument-starting, the comments spike, like the systemd take that drew 64 comments from engineers who dropped everything to debate init systems.
His audience mostly lurks: lots of likes, few comments. Which is exactly how technical audiences behave right before they email you. A 374-like post means nothing in consumer marketing. In a market with a few hundred real decision-makers, it’s a stadium.
- ✓ Spiky takes on embedded defaults: the NVIDIA/CUDA switching-costs argument, Raspberry Pi in production, systemd
- ✓ 2am war stories, like the OTA update that fails on device 37: “No rollback. No fleet visibility. Just SSH and hope.”
- ✓ Timely reads on NVIDIA ecosystem news (Yocto going official on Jetson pulled 163 likes)
- ✓ Peridio itself in 21% of posts, and no more than that
Kristen van Laren
View LinkedIn profile ↗Built the machine, then published the blueprints.
The $970K post (995 likes, 242 comments) is the headline act, but the follow-ups are where the value lives: how the content formula was built (288 likes), why the ghostwriting agency didn’t work (138 likes), and an attribution post that refuses to pretend: “it’s not one clean number from one dashboard.”
Look at her comments number: twenty-three per post on average, against Bill’s 6.8. Same company, completely different rooms. Bill’s audience reads and nods. Kristen’s shows up with questions, pushback, war stories of their own, because she posts the thing marketers can’t resist: real numbers from a real program, mess included.
- ✓ The receipts: $970K in pipeline in one quarter (995 likes, her biggest post)
- ✓ How-we-built-it posts: the formula, the prompts, the workflow
- ✓ Honest post-mortems: the agency that didn’t work, the attribution that’s imperfect
- ✓ Human posts in between, like the backyard hockey rink she built with her family
What the numbers quietly say
The machine kept running after its builder stepped back. Kristen’s own feed goes quiet in the data after late April. Bill’s doesn’t even wobble: 33 posts from May through early July, and his last-90-day cadence is higher than his nine-month average. Remember her claim, “I’m almost entirely removed from the loop”? Most claims like that are aspirational. This one is sitting right there in the posting data.
Zero cross-posting. In 198 posts there’s no copy-paste between the two of them. They mention each other (Bill credits Kristen by name in his launch posts, she quotes his results in hers), but each feed is fully its own thing: his for engineers, hers for marketers. Two profiles, two audiences, one company showing up in both.
Selling shows up less than you’d think. Bill mentions Peridio in 21% of posts, Kristen in 16%. The other four-fifths of the time they’re just being useful or interesting, which is exactly why the fifth where they do talk product doesn’t feel like an ad.
The top 10 posts, by likes
Every row links to the live post.
Steal the system
Everything Peridio runs on, and none of it needs headcount.
Two people is a full program, and one is enough to start
The pipeline number didn’t come from headcount. It came from consistency on two profiles with clear lanes. Start with the founder, or with yourself.
Get the story straight before you get loud
Peridio spent two quarters on positioning before scaling volume. The agency flopped because that homework wasn’t finished yet, which is a very different lesson than “never outsource.”
Build around the exec’s rhythm, not your calendar
Fifteen minutes of voice memos a week, under thirty minutes of exec time in total. The blank page never enters the picture, and the blank page is the thing that kills most of these programs.
Guide the voice, don’t replace it
Technical audiences can smell a substitute instantly. The endgame is the exec running it alone with the system as guardrails, no marketer required.
Post the receipts, including the messy ones
Kristen’s biggest posts are the ones that admit things: the agency that didn’t work, the attribution that’s imperfect. Honesty travels further than polish.
Give it three months
Month one felt slow at Peridio too. The $970K quarter came after a year of consistency, two quarters of which were spent on foundations nobody applauds.
You probably already have your Bill
And you might already be the Kristen. Postiv gives your team the strategy, content and consistency to run this exact system without hand-building it. Your team can be posting this week.
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More breakdowns
- The short version
- Two quarters of homework
- The formula
- Meet the duo
- The two voices
- What the numbers say
- The top posts
- Steal the system
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