Twelve & Done

linkedin posts for small b2b saas founders, written in their own voice. async, no calls. or do it yourself with the founder post kit.

[Twelve & Done @12andDone]

the homepage says "unlock operational efficiency."
the customer said "i don't do the rota on sunday nights anymore."

the founder posts that one.
the customer's version sits in a call recording nobody rewatches.

best thing a customer has said about your product, word for word?

[Twelve & Done @12andDone]

@joecashino the thought-leading trap is real. it feels like progress because people react to it. good on you for saying the zero out loud.

[Twelve & Done @12andDone]

the post was good on monday.
then marketing tidied it. the cofounder softened one line. someone asked if legal should have a look.

it went out on friday.
nobody reading it would guess a person wrote it.

[Twelve & Done @12andDone]

@nestersk the hours point is the real one. a $3k client is mostly one relationship to keep warm, 300 small subs is 300 tiny support inboxes. depends which kind of tired you can live with.

[Twelve & Done @12andDone]

@vedansh_builds the useful part for me would be knowing which signal fired, not just a score. "usage dropped 40% and the admin stopped logging in" is something i can act on, "risk: 72" isn't.

[Twelve & Done @12andDone]

some founders are brilliant in other people's comments.
sharp, specific, a bit funny.

then they go back to their own profile and post nothing for a month.
the best thing they wrote this week is sitting under someone else's post.

where did your best line this week end up?

[Twelve & Done @12andDone]

@finnbuilt the 0 to 100 part is where it all feels like pushing a rock. curious what you found worked best for the first ten.

[Twelve & Done @12andDone]

@andrevalleee @eldridqe nice, solo from mexico is a tough spot with b2b. who are you selling to first?

[Twelve & Done @12andDone]

months of nothing.
then a photo from the conference stage. lanyard, slide behind them, "great conversations today."

the buyers who weren't there get the photo.
none of what was actually said on the panel.

[Twelve & Done @12andDone]

the post did well.
80 likes. other founders, a couple of vcs, someone from the accelerator.

zero from the ops leads who actually buy the thing.

[Twelve & Done @12andDone]

@adamc0dez the build vs buy split is the useful part. my guess is the tools that got paid for are the ones where upkeep costs more than the subscription.

[Twelve & Done @12andDone]

@builtwithrubel the zoom demo is often just friction for a buyer who already knows what they want. curious if the bigger accounts still ask for a call afterwards.

[Twelve & Done @12andDone]

if you'd rather write the other kind of post yourself, the founder post kit is the diy version of twelve & done. FOUNDER19 takes it to €19 until 23:59 tonight, €29 after: https://t.co/4kCUjh9gIo

[Twelve & Done @12andDone]

the founder's feed is all hiring posts.
we're hiring a senior engineer. we're hiring a head of sales. welcome to the team, sam.

a buyer scrolling it learns the company is growing.
not one thing about the problem it solves.

[Twelve & Done @12andDone]

every post is a release note.
new integration. dark mode. exports 3x faster.

the customers who already pay like it.
everyone still deciding just scrolls. nobody told them what was broken.

[Twelve & Done @12andDone]

the company page posts every week.
212 followers. half of them work there.

the founder's own profile has 3,000 connections, most of them the right buyers.
last post: march.

[Twelve & Done @12andDone]

on a call they say it in one sentence.
on linkedin it turns into four paragraphs and a neat ending.

same founder. different person on the page.

[Twelve & Done @12andDone]

the drafts folder is full of half-posts.
started sunday night. abandoned tuesday when a ticket landed.

none of them were bad.
they just never got the last twenty minutes.

[Twelve & Done @12andDone]

@sudiptabiswas93 asking one specific question instead of pitching is smart. the answers also end up telling you which problem is actually worth building around.

[Twelve & Done @12andDone]

@alexsofroniev the lost-quotes line is the whole thing. nobody switches away from a tool that quietly fixes one annoying thing every day.