Raph Guilhem

AI & Growth

[Raph Guilhem @raph_guilhem]

Sometimes I get quote by strangers, seem like publishing content is useful for some :)

[Jake Roper @ropewrites]

@raph_guilhem's rule for a lead magnet: solve one painful, specific problem for your ICP.

Then show the finished output before you explain how to get it.

[Raph Guilhem @raph_guilhem]

Most brands invest in ad creatives but barely iterate on their landing pages. At best, they'll change the copy and product visuals.

Before AI, that makes sense.

Now, it's leaving money on the table.

I wrote a guide explaining end-to-end how to create way more playful and immersive landing pages based on a look AND INCREASE YOUR BIG ROAS

[Raph Guilhem @raph_guilhem]

@cosimo_dauve 🤣🤣🤣

[Raph Guilhem @raph_guilhem]

@jeanalexandre_b Envoieeeeee bro

[Raph Guilhem @raph_guilhem]

@Hsenju Cmon man don’t make your ad under my post 😭😭

[Raph Guilhem @raph_guilhem]

The biggest unlock with Claude Code on videos isn’t just creating and editing.

It’s being able to 10x your creative testing without spending a dollar on ads.

=> Take one video and generate 10 different hooks.

=> Test different formats, angles, and storytelling styles.

=> Turn one winning concept into dozens of variations.

All by simply describing what you have in mind, which would’ve taken hours to produce before.

The barrier to testing your creativity has never been lower.

[Raph Guilhem @raph_guilhem]

@Clara_Gold Show me my path to Napoleon plz

[Raph Guilhem @raph_guilhem]

Le problème c'est que tout le monde critique tout le monde à travers son propre modèle de réussite.:

T'es indie hacker (Marc Lou), tu te fais ragebait par des B2B SaaS founders avec 0€ de CA.

T'es un lab IA (Mistral), tu te fais critiquer par les pro-américains (ou autre).

Tu build une énorme boîte en stealth (Grégoire Gambatto), tu te fais critiquer parce que tu ne partages plus de content.

Tu quittes ton CDI en conseil/finance pour entreprendre (cf. post), tu te fais critiquer par les boomers infopreneurs LinkedIn.

Tu vends des infoproduits (Yomi ou autre), tu te fais critiquer par les startup bros de Station F.

Tu bootstrappes, on te dit que t'as pas assez d'ambition.

Tu fais des collabs avec des marques, on te dit que t'es un vendu.

T'es salarié, on te dit que tu prends aucun risque.

Restons concentrés sur ses propres objectifs et ce qui nous rend heureux/accompli.

(PS: Tout est un peu extrapolé mais plus ou moins ça au cas où quelqu'un veut rager en dessous.)

[Raph Guilhem @raph_guilhem]

@cosimo_dauve I am bro, I’ll do one month each

[Raph Guilhem @raph_guilhem]

Callout to my internet brothers: Who want to lockin a month in NYC with me, in january? Or SF

[Raph Guilhem @raph_guilhem]

@brivael C'est chaud

[Raph Guilhem @raph_guilhem]

@Eloise1041955 Bouche à oreille et social proof de ce que j'avais fait avant

[Raph Guilhem @raph_guilhem]

@zdogmode Content is free bro, just make good content

[Raph Guilhem @raph_guilhem]

@Nehakathare A french guy is probably on it already lol (and there are already dozens of them cmon)

[Raph Guilhem @raph_guilhem]

@leadsharkio + Claude MCP + @FullEnrich/@lemlist = every LinkedIn commenter becomes a lead you can retarget forever, every morning

[Raph Guilhem @raph_guilhem]

@franksondors Brooo be nice 🤣🤣

[Raph Guilhem @raph_guilhem]

@chrislevan @lulumeservey @hectorserrranoo @victorgu0 @ansonlin @m1shti @d4nielpark @bolau_ @nicktarmo_ @MitchellKeller_ @ENowoslawski Did I follow everyone? YES

[Raph Guilhem @raph_guilhem]

One of the easiest ways to book more sales calls with Tier 1 accounts is to take every LinkedIn post that's performing well across your team and repost it on as many employee accounts as possible (and creators).

You can reuse the exact same copy and visual, or make a few small changes.

Then, the best way to double down is to put ad spend behind every post that's blowing up organically, identify the leads engaging with your content, and have your sales team cold call them every morning.

You're basically turning your employees' LinkedIn accounts into a distribution and lead generation engine, and you can run that like infinite with creators.

Here, I simply duplicated the post from one of my clients on my account, and it performed really well.

Just do simple things, at scale.

[Raph Guilhem @raph_guilhem]

One of the companies I'm working with rn is having its first lead magnet blow up after 3 weeks of testing.

Main lessons if you want to blow up your SaaS and get thousand of leads every weeks:

- Study viral posts across LinkedIn, X, Instagram, and even outside your niche
- Build a content inspiration library where your team shares winning posts every day
- Reverse-engineer what makes these posts work: hook, format, visual, offer, CTA
- Don't reinvent the wheel. Replicate winning structures and adapt them to your ICP
- Split your content into 3 categories: Reach, Authority, Convert
- Find a reason to publish every week: product launch, new feature, AI model release, industry trend, or use case
- Focus on 2 hero posts per week instead of publishing random content every day
- Turn every hero post into multiple derivatives across different verticals
- Make your lead magnet solve one painful, specific problem for your ICP
- Give away something people can immediately use: templates, prompts, workflows, playbooks, or automation setups
- Show the final output before explaining how to get it
- Spend as much time on the visual as the copy. The visual is what makes people stop scrolling
- Make your CTA impossible to miss. Put it directly inside the visual
- Use "Comment KEYWORD and I'll send it" instead of asking people to visit your website
- Keep your LinkedIn post free of external links. Deliver the resource through DMs
- Automate every comment-to-DM interaction using https://t.co/KRZTx2eRA1 on LinkedIn
- Make sure every lead magnet is connected to a relevant product use case
- Don't just give away free resources. Build a natural bridge between the resource and your product
- Track every click, signup, and paid conversion using Dub
- Use unique tracking links to understand which post, employee, or creator generated each lead
- Monitor engagement with Leadshark MCP to identify people interacting with your posts
- Build a daily list of high-intent prospects who match your ideal customer profile
- Segment leads by ICP fit, company size, role, and potential contract value
- Enrich signups with Clay to find company information, LinkedIn profiles, and contact details
- Automatically push qualified leads into your CRM (Attio, HubSpot, etc.)
- Set up Slack alerts whenever a high-value prospect signs up or downloads a resource
- Contact your hottest leads within 3 minutes of signup when appropriate
- Remember: you're not cold calling. They already engaged with your content and know who you are
- Don't try to sell on the first call. Your only goal is to book a 15-minute demo
- Personalize outreach around the resource they downloaded or the problem they showed interest in
- Build multichannel follow-up sequences using Lemlist (LinkedIn, email, WhatsApp)
- Retarget engaged prospects who haven't converted instead of relying only on cold outbound
- When a post performs exceptionally well, don't move on to the next idea
- Have your founder or employees recreate the same winning post the next day
- Keep the same structure and message, but adapt the visual, examples, and perspective
- Use employee advocacy to multiply distribution beyond your company page
- Build a pool of 10–20 highly engaged creators and industry partners
- Give these partners ready-to-use assets, templates, and workflows to make distribution easier
- Let creators adapt winning content to their own audiences rather than forcing identical reposts
- Track creator performance through clicks, signups, and customers, not just impressions
- Turn your best-performing creator's approach into a playbook for the entire partner network
- Repurpose successful LinkedIn content into X threads, Instagram Reels, and YouTube tutorials
- Use Instagram and X primarily to create demand and build awareness
- Use LinkedIn to capture high-intent B2B demand and generate pipeline
- Use YouTube to build long-term search visibility, authority, and product education
- Use Reddit to contribute genuine value and build visibility in relevant search and AI discovery results
- Don't measure every channel using the same KPI. (Instagram reach isn't LinkedIn pipeline).
- Put paid distribution behind posts that have already proven themselves organically
- Use LinkedIn Ads to amplify validated messages to your ICP
- Test employee and founder content as paid creatives, not just company-branded ads
- Compare the cost per qualified lead and booked demo against your usual acquisition channels
- Use the engagement generated by organic content to build warmer retargeting audiences where supported
- Feed your best lead magnet topics into webinars, outbound campaigns, and sales conversations
- Create a weekly content meeting to review performance and decide what to replicate
- Track comments, DMs, signups, demos booked, and conversions for every major post
- Identify which topics generate customers, not simply which ones generate attention
- Keep a shared content board so your team can see what's being tested, what's working, and what to duplicate
- Make your growth process repeatable enough that someone else on your team can run it
- Double down on winning formats and stop investing in content that generates views but no qualified demand
- Never confuse virality with business results. A post with 500 qualified prospects can be worth more than one with 100K impressions
- Don't build an organic strategy disconnected from sales. Every channel should feed the same acquisition engine

The biggest mistake SaaS founders make is thinking content is only about growing an audience.

Your content should be a distribution engine.
Your lead magnets should capture demand.
Your automations should identify qualified prospects.
Your sales team should convert that intent into revenue.
And your paid ads should amplify what's already working.

Create demand → Capture demand → Qualify → Convert → Amplify → Repeat.

DM me if you're a cool AI company.

[Raph Guilhem @raph_guilhem]

@cosimo_dauve Or just make content for several companies 👀

[Raph Guilhem @raph_guilhem]

@tiwaripng Ahaha god will punish me 😭🤣

[Raph Guilhem @raph_guilhem]

Life when making content targeting your exact ICP