Fwd: $1.20 pipeline for every LinkedIn impression?

Three founders. $30M+ ARR. Zero outbound.

Swan AI is doing what most early-stage startups dream about.

They’ve built a GTM engine that turns every LinkedIn impression into pipeline value—$1.20 worth, to be exact. 

All from organic content. And they’ve done it in just 9 weeks.

This week in The Playbook, we’re breaking down exactly what CEO Amos Bar-Joseph is doing and what GTM teams can learn from it.

Let’s get into it. 

THE PLAY

How Swan AI Turned Content Into a Compounding Revenue Machine

Swan AI has already signed customers like Guru and Yotpo. They’re growing 50% month-over-month.

All driven by LinkedIn.

So, what’s Amos doing differently? Here’s the breakdown.

1. Every Post Is A Rallying Cry

Amos doesn’t promote features. He promotes a new way of thinking.

Each post follows the same arc:

• Outdated Belief: He challenges legacy ideas, like scaling through bloated headcount.

• New Playbook: He reframes the problem with sharp, future-forward takes on AI-powered growth.

• Swan’s Role: He positions Swan as living proof that the new model works.

It’s part manifesto, part GTM strategy in motion. Each post builds urgency and earns trust. 

2. He Posts 3–5x Per Week, And Every Post Hits 

There’s a clear funnel behind the feed:

• TOFU – High-level ideas that challenge startup dogma. “The new power move isn’t hiring faster. It’s automating smarter.”

• MOFU – Authority and product POV. Contrarian takes on team structure. Agent-led workflows in action.

• BOFU – Behind-the-scenes from building to $30M ARR with just 3 founders. Amos and Swan are the case study. 

The content teaches. But it also converts. And you walk away seeing Swan as a model for what’s possible.

WHY THIS WORKS

Because it does what most content doesn’t:

• It sells the problem, not just the product

• It builds belief, not just awareness

• It sparks curiosity and action

Swan shows what a modern GTM motion looks like when content does the heavy lifting.

STEAL THIS PLAY

Here’s what GTM teams can take from Amos: 

• Use content to challenge thinking. Don’t just educate. Reframe. Rally. Lead with a belief.

• Turn your journey into a case study. Share the behind-the-scenes. Make your content personal and persuasive.

• Structure content like a funnel, but make each post stand alone. Map TOFU, MOFU, and BOFU. Keep the value obvious at every level.

• Position your product as the proof. State the belief. Show how you're living it.

The Final Word

Content can do more than drive awareness. It can drive pipeline (and lots of it).

What’s your approach to using content to scale revenue? 

Hit reply.

I’d love to hear how you’re doing it.

Until next week, 

Luke
Founder, Atticus