Notion's LinkedIn Creators Playbook

How Notion is taking over LinkedIn

If you have been on LinkedIn this week I bet you have noticed Notion’s brand awareness campaign in partnership with over 50+ LinkedIn Creators.

I wrote a post about my $0.02 analysis, and here is the excerpt;

Behind the scenes:

First, AJ Eckstein from Creator Match ran the campaign, and here are insights from his post covering behind the scenes;

The idea came from Notion portraits, which were initially reserved for company employees.AJ and the team contracted over 50+ LinkedIn creators starting with past partners.

Before the launch: the creators teased a cryptic headshot, 'LOADING' image. Notion took the campaign further by sending physical gifts ( cookies + heartfelt card) wrapped in a Notion theme.

The Launch:

Around 1 pm EST, I started seeing Notion faces on my feed from top creators I follow on here:
- Brianna Doe
- Richard King
- Chase Diamond
- Cory Johnson
- Tobi Oluwole
+++

They also shared image & video posts with copy text around these topics:

- AI
- productivity
-remote work
- Notion capabilities

From my search here, have seen more than 300 posts around Notion.


The LinkedIn campaign playbook;

1. Core metrics

The Influencer marketing at Notion had two metrics to measure, in my opinion.

- brand awareness
- website traffic

The former, they have partnered with even Snoop Dogg who created his own Notion faces. Plus, 50 other creators with over 100k followers.

The later, the Creators shared unique links, calling users to try Notion faces.

2. Creator roles

From my analysis, here are the five Creator roles they partnered with:

- Sales e.g Dominick Namis
- HR e.g Sho Dewan
- Product e.g Jahnavi Shah
- Marketing e.g Richard King
- AI e.g Ruben Hassid

The Ripple Effect;

For my love for Notion like many other users, I created my face and updated my profile. Other users have shared posts on the same to ride the wave.

The Next Step;

Like what Hootsuite did with their campaign, Notion can promote some of these organic posts with TL ads. Check my previous newsletter on the same.

Some profiles I would recommend include;

1. Ruben Hassid's video clip post
2. Jean Kang' image post
3. Luke Matthews' image post

First, Notion AI ( product capabilities)
Second, growing trend (remote work)
Third, productivity ( Notion as your second brain)

The conclusion of the campaign is yet to be seen. As for now am seeing mixed feelings about the change of profiles into Notion faces, but the awareness metric is definitely hitting the mark.

I will be sharing more on the campaign as the team shares the internal insights.

Proven Growth

From Outbound to Channel Partnerships

Jason Lemkim, CEO of SaaStr, recently had a Q&A chat with founders about everything from the changes happening in outbound to the moat around channel partnerships for growth.

Outbound in the age of AI

Slow down and be thoughtful. Spray-and-pray is dead. To some degree, cadences are dead, too. But one-off highly custom outbound almost always works. - Jason in SaaStr newsletter.

The classical approach to outbound sales is dead. In the age of AI SDRs that can send millions of AI-written emails, crafting an email worth the buy and providing a 10x is now crucial to getting a response.

Channel Partnerships as a MOAT

Jason shared some tactics to tap into channel partnerships earlier on and win: ‘copy’ companies that have seen success with the strategy ( Klaviyo copied Shopify), and ensure you set aside resources to execute this.

Founder Story

Security Scorecard co-founder Aleksandr Yampolskiy

Having been in the cloud security space for decades, Aleksandr set out to solve the security performance pain points he had seen prevalent in the industry.

From the chat with Nathan, Alek shared some growth tactics that helped them scale beyond $70m ARR with 1,700 customers;

1/ A free tool for giving security performance reports generated over 80k users which was pivotal for their growth earlier on.

2/ Customer focus drives revenue growth every time

3/ In equity sharing, you want founders who have skin in the game and offer A+ employees some of it.

4/ Quick experiments outweigh great ideas

Built with Social

Reddit Ads Case Study from a B2B SaaS 

Roman Krs recently shared a case study for a client that delivered $30k from a $4.2k Reddit Ad spend. Here is the breakdown from Roman’s post:

1/ Audience Targeting

They focused on niche communities relevant to the product where the target persona engages. Tested multiple audience segments to identify the best-performing groups and narrowed them down.

2/ Messaging and ad creative

They created simple product ads with ad copy highlighting the key pain points and unique benefits.

3/ Landing Page Optimization

Created a dedicated landing page tailored to Paid traffic.Focused on concise messaging, strong CTAs, and minimal distractions.

4/ Campaign Metrics

Total Spend: $4,200
Revenue: $30,000
ROAS: 7.1x

The campaign worked well because of relevant targeting, ad creative, and a clear conversion path.

Proven Startups

That is all for this week.

Which section stood out for you today?

-Okerosi