2022, Munich 🇩🇪
MarTech
Stefan Bader
Co-Founder & CEO, Cello
Results
30% increase in LinkedIn following in 3 months
33% of self-reported demo hand-raisers from social
Achieved #1 Product of the Day and Week on Product Hunt
Overview
Cello is a Munich-based startup that has raised $5.74M in seed funding from investors including Founders Fund, HV Capital, and byFounders. Their mission is to supercharge PLG by making word-of-mouth rewarding.
They offer an all-in-one user-led growth platform that enables B2B SaaS companies to scale virality with peer-to-peer referral and affiliates programs, turning users into valuable growth channels.
Competing against the likes of PartnerStack and Rewardful, Cello differentiates itself by providing seamless in-product integration, advanced user lifecycle messaging, and combining user and partner referrals on a single platform.
When Cello's CEO approached me, they sought to enhance their founder-led brand by developing a comprehensive content strategy on long-form and LinkedIn, revamping their social presence, and co-authoring articles with industry experts to establish thought leadership in the B2B SaaS growth space.
This partnership was key ahead of their first Product Hunt launch to drive momentum and qualified pipeline.
Scope
During my collaboration with Cello, I worked closely with the founder to develop a robust content strategy, enhance their LinkedIn presence, and prepare for a successful Product Hunt launch.
This engagement focused on scaling brand awareness, improving demand generation, and positioning Cello as a thought leader in the B2B SaaS space.
Month 1: Content Strategy and LinkedIn Content
Designed a content strategy centered on long-form articles and LinkedIn to drive engagement and thought leadership.
Revamped LinkedIn profiles for the CEO and company page to optimize visibility and conversions.
Ghostwrote daily LinkedIn posts for the founder, focusing on industry insights and value-driven content.
Designed LinkedIn cheat sheets, carousels, and other visual assets to complement the posts and boost audience engagement.
Month 2: Long-form Though Leadership Content with Industry Influencers and pSEO
Co-authored long-form articles with industry experts, including Wes Bush, Alex Estner, and Akash Bajwa, to establish credibility and authority in the SaaS space.
Integrated byword.ai to create AI-assisted SEO content like marketing glossaries, enhancing discoverability and organic traffic.
Month 3: Product Hunt launch Strategy
Advised the team on their Product Hunt launch, providing a customized playbook to maximize visibility and user acquisition.
Tracked the impact of the content strategy on demand generation and pipeline growth, ensuring alignment with go-to-market goals.
This partnership enabled Cello to amplify its brand presence, engage a broader audience, and lay the foundation for scalable growth, positioning the company as a leading voice in the B2B SaaS ecosystem.
Matteo helped us build a repeatable and scalable B2B content marketing engine across short- and long-form in less than 3 months. Thanks to his efforts, we increased impressions by 157% after just 2 months of joining; generating thousands of engagements, and tens of qualified pipeline conversations for startup and mid-market deals. Matteo brings to the table the key skillset of a startup growth leader; he executes in the trenches with the team, delivering value from day 1; he goes beyond his scope of work to advise the broader team; and rapidly adapts based on feedback and change of strategies. He's not just great at marketing messaging and copy, but he can also design great B2B content! Highly recommend.
Stefan Bader
Impact
These efforts not only boosted brand visibility but also solidified Cello's founder reputation within the tech community and positioning the company for sustained growth.
30% increase in LinkedIn audience: Amplified brand visibility and engagement through optimized social strategies.
33% of self-reported demo hand-raisers: Generated significant pipeline momentum through targeted demand generation efforts.
#1 Product of the Day and Week: Established Cello as a leader in the tech community with a successful product launch.
This case study highlights how strategic founder-led content on social can drive measurable demand and establish market leadership for B2B SaaS companies.
