Codeladder is a technology consultancy that helps companies scale their development teams. With growing revenue but a pipeline that depended on word of mouth, they needed a predictable lead generation channel without investing in advertising.
How we turned LinkedIn into their #1 lead generation channel
Codeladder's team posted on LinkedIn sporadically, with no strategy and no measurable results. There was no clear positioning or differentiated voice in the tech sector.
They needed a system that would turn LinkedIn into a pipeline generation channel, not just visibility.
Phase 1: Positioning and voice (Weeks 1-3)
- Defined Codeladder's LinkedIn positioning: the expert voice in tech solutions for companies that need to scale teams
- Created an editorial calendar with 4-5 weekly posts
- Established content pillars: real cases, industry opinion, technical learnings and trends
Phase 2: Ghostwriting and distribution (Month 1-3)
- Ghostwriting of all content for the team's key profiles
- Engagement strategy on relevant sector posts
- Content designed to generate conversation, not just impressions
"The moment we started posting with a strategy, sales conversations started coming on their own. LinkedIn went from a passive channel to our main meeting generator."
Phase 3: Optimization and conversion (Month 3-6)
- Analyzed which formats and topics generated the most qualified interactions
- Shifted strategy toward content that moved pipeline, not just likes
- Implemented a flow to convert interactions into sales conversations
The impact
- 250 qualified leads generated from organic LinkedIn
- €0 in paid media — all through organic content
- Codeladder went from invisible presence to recognized tech reference on LinkedIn
- The sales team stopped relying exclusively on word of mouth