The Hidden 70% Pipeline Opportunity Most CEO's Are Missing
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When CEO’s tell marketing advisors they want to become thought leaders, there's often a stark disconnect between their goals and their execution.
In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Oren Greenberg, a B2B marketing advisor who specialises in SaaS marketing.
Through his data-driven analysis of over 13,000 CEO and company LinkedIn profiles, Oren has uncovered a startling reality: some companies are generating up to 70% of their pipeline through personal branding and LinkedIn activity, while most CEOs are missing this opportunity entirely.
From the power of personal profiles over company pages to building modern marketing frameworks that actually work, Oren shares actionable insights that could transform how you think about B2B growth.
LISTEN TO KAREN & OREN
What You’ll Learn in This Episode:
✔️ Why personal LinkedIn profiles perform 5x better than company pages for reach and engagement
✔️ How some CEOs and CMOs generate 70% of their business pipeline through LinkedIn activity
✔️ The psychological barriers that prevent successful leaders from building personal brands
✔️ Why most company LinkedIn pages average only 4 likes per post despite significant investment
✔️ How to use AI for data classification and audience analysis without losing human insight
✔️ Why the shift from traffic-driven to attention-based marketing is reshaping B2B strategies
EPISODE OUTLINE AND HIGHLIGHTS
[00:02:14] The 70% pipeline opportunity: How personal branding drives real business results
[00:03:37] Why personal profiles outperform company pages by 5x on LinkedIn
[00:07:49] Case study: CMO with 150K followers driving 30% of business pipeline
[00:12:05] The psychology behind CEO resistance to personal branding
[00:20:35] Top CEO priorities: Building brand awareness and pipeline
[00:23:47] The fundamental testing methodology behind all successful marketing playbooks
[00:25:41] AI-powered personalization vs automated AI SDRs: What works and what doesn't
[00:28:20] The shift from traffic-driven to attention-based marketing
[00:30:46] The missing pillar: Marketing strategy foundations before execution
THE HIDDEN 70% PIPELINE OPPORTUNITY IN PERSONAL BRANDING
Oren's research reveals a startling opportunity that most CEOs are completely missing. Through his analysis of thousands of profiles, he's discovered that some leaders are generating extraordinary business results through personal LinkedIn activity.
"Some of them generate almost 70% of their total pipeline from the team's activity and the CEO's activity on LinkedIn. So it's not just for vanity and being on camera, it's actually for driving real business and commercial results."
The data is compelling: personal profiles reach about 5 times more people than company LinkedIn pages, despite companies being able to post twice daily compared to once daily for personal profiles. Yet most company pages struggle with engagement, averaging just 4 likes per post across 900+ analysed companies.
One particularly striking example involves a CMO with 150,000 followers who drives 30% of the business pipeline, while the total company (CEO and team combined) generates 70% of their pipeline through LinkedIn activity. These aren't vanity metrics—they're driving real commercial outcomes.
The opportunity exists because there's surprisingly little competition. A significant portion of CEOs (30-40%) don't post at all, and those who do post only once or twice per week. Meanwhile, people naturally gravitate toward hearing from real individuals rather than corporate entities, seeking authentic connections and insights from successful leaders.
THE PSYCHOLOGY BEHIND CEO RESISTANCE TO PERSONAL BRANDING
Despite the clear business benefits, Oren identifies a fascinating psychological barrier preventing most CEOs from capitalizing on personal branding opportunities. The resistance isn't rational—it's deeply emotional.
"No one wants to do public speaking. Everyone wants to because they want to grow out of their comfort zone and they want the benefit of becoming a public speaker, becoming a curious figure, becoming influential. But no one actually wants the pain of and discomfort or being on the stage and either being heckled or making a mistake publicly that's caught on camera in front of hundreds of thousands of people."
This emotional resistance creates a significant competitive advantage for those willing to push through the discomfort. Oren emphasizes that successful CEOs who build personal brands don't just believe in the tactics—they believe it's a strategic imperative worthy of budget allocation and consistent execution.
The most effective content combines professional insights with personal elements. Funding announcements perform exceptionally well, as do personal achievement stories like marathons or athletic accomplishments. People seek inspiration and connection, not just business information.
However, Oren acknowledges that forcing unwilling leaders into personal branding is counterproductive. "You can't force someone to do something they don't want to do, and the more you push, the more resistance is going to be built." Instead, he advocates for focusing resources where leaders are already receptive and building from existing strengths rather than starting from zero.
TODAY’S GUEST
Oren Greenberg is an AI Marketing Advisor specializing in B2B growth and the founder of Kurve, a 7-figure bootstrapped digital marketing agency. With over 20 years in growth marketing and 4+ years building production AI systems for marketing teams, he helps companies implement AI to increase efficiency and drive scalable growth.
His expertise spans from performance marketing to CMO-level strategy, having worked with scale-ups like HandsHQ, Redbrain, and SeedLegals, alongside global enterprises including Canon, Investec Bank, Lenovo, and British Telecom. He has managed multi-million dollar budgets across global markets and has been featured in over 110 publications, including Forbes, HubSpot, and Econsultancy.
Known for his data-driven approach to marketing strategy, Oren combines deep marketing expertise with AI implementation to help teams become category leaders through system building. He transforms marketing teams into AI-native operators, saving 10+ hours per week while building marketing systems powered by AI agents.
You can connect with Oren on LinkedIn and find out more about his work at orengreenberg.com.
OUR HOST
Karen Lloyd is a passionate marketing head-hunter and recruitment expert specialising in marketing and C-suite in the technology sector. With over 25 years of experience in the recruitment industry, Karen brings a unique depth of expertise that sets her apart from most recruiters.
Over her career, Karen has accumulated a wealth of experience that includes serving as a Board Director and being actively involved in growing a business for 13 years. Karen has been a part of five start-ups, giving her first-hand knowledge of the critical importance of hiring the right people.
Currently, Karen is the founder and Director of Armstrong Lloyd. She leads a very special team that partners with businesses and empowers them to build industry-leading marketing teams for some of the most exciting B2B technology brands - from small agile and disruptive start-ups to global giants providing a wealth of product and service offerings.
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