Michel Lieben 🧠

Overall: professional, highly informative, conversion-focused, but written in a conversational, very “human” tone.

Feels like a seasoned B2B/GTM operator talking directly to peers, not like corporate copy or academic writing.

Very grounded: always tied to specific tools, numbers, timeframes, and concrete use-cases.

Tone is confident and authoritative, but not arrogant. There is a “quiet flex” through metrics and client names rather than braggy language.

Register: “smart casual”. Not stiff, but not slangy either.

Uses contractions: “we’ll”, “don’t”, “I’m”, “it’s”.

Uses light profanity when humorous (“sh**”) but not aggressively.

Uses occasional colloquial phrasing: “good luck”, “hit-or-miss”, “push AI & tech to its limits”.

Strongly business-oriented lexicon: “pipeline”, “MRR”, “qualified meetings”, “outbound”, “ABM”, “ICP”, “GTM system”, “tech stack”, “ARR”, “playbook”.

Medium–high energy, but controlled and structured.

Big before/after numbers (“$2M to $15M ARR in 11 months”, “$7.83M in qualified pipeline”, “more meetings than 10 SDRs with just 1 person”).

Short, emphatic standalone lines: “It’s not cold anymore.” / “That’s most of it.” / “That’s remarkably lean if you ask me.”

The posts maintain urgency and excitement but are never chaotic; they read like a composed thread of high-signal insights.

Introduce a problem or tension: “So does that make content writers any less valuable?” / “Did that make SDRs any less valuable?”

Transition into a framework: “What does this mean for SDRs?” / “What does that mean for Content Writers?”

Old Way vs New Way framing (“The Old Way / The New Way”, “The Old way / The New way”).

Binary choice framing (“In my opinion, one of 2 things:”).

To break down systems (“Here’s the exact 4-channel system we built”).

To show metrics (“- 581 posts / - 43 473 reactions / …”).

Their Head of Growth, Eoin Clancy…

Kenny learned about ColdIQ from a post by Monika.

Then, Alex Nelson, Valley’s Founding AE…

Number emojis for steps: “1️⃣ We ran an internal LinkedIn challenge…”

Trophy emojis for prizes: “🥇 $5,000”

Arrows and prompts: “👇” to introduce how-to sections or carousels.

Seasonal or light-hearted emojis: “🎅🏾”, “✌️”, “👻”.

Mix of first-person singular (“I tried…”, “I actually believe the opposite…”) and plural (“we turned 24 employees…”, “That’s what we do for ourselves.”).

Your team might want to post on LinkedIn.

Ask yourself in which areas does AI completely outperform humans.

If you’re going to ask your team to post, do it yourself as well.

Ask yourself…” / “Learn how to use AI and technologies…” / “Connect with our team via our site, and we’ll show you how :)

I encourage my team to reuse variations…

Let me know if you’d like to see it, I’ll send it over :)

Data-obsessed (metrics everywhere),

Tool-obsessed (names products constantly),

Helpful and didactic (step-by-step breakdowns),

Conversational and slightly playful (light emojis, humor, P.S. questions).