James Fyfe

If you're posting on LinkedIn but not seeing results, you're not alone. James Fyfe was in the same spot. In this article, you’ll see how he used Flow to turn his content into actual leads without spending more time or sounding like everyone else online.

James Fyfe runs Portant, a tool that helps sales teams cut admin work inside HubSpot. Big names like Spotify and L’Oréal were already clients. Traffic was strong. SEO was humming. But LinkedIn? Total dead zone.

His ideal buyers were active there: RevOps leads, sales managers, enterprise folks buried in manual work. But content wasn’t leading to chats. And chats weren’t turning into deals.

He was showing up, but not in a way that moved anything forward.

He didn’t have time to figure it all out

Like most founders, James wasn’t sitting around with hours to spare planning content.

He knew the pain his buyers felt. He understood what Portant could do to help. But that didn’t mean it was easy to translate that into content that actually resonated.

LinkedIn became one more thing on the list. Something he knew could work, but didn’t have time to figure out from scratch.

He used Flow to follow the Content Playbook

Once James got into Flow, things shifted quickly.

He followed the Content Playbook structure that breaks posts into three simple types:

TOFU content that challenges how people currently think
MOFU content that connects those problems to what Portant solves
BOFU content that shows proof and builds trust

That gave him a clear plan. No more guessing what to say or why it mattered. Every post had a purpose.

Instead of likes with no follow-up, posts started leading to comments, DMs, and interest from real buyers.

Outreach got easier once content was doing the heavy lifting

Content made James visible. But it was the outreach that turned that visibility into pipeline.

Using Flow, he tracked who was watching. Not just people who liked or commented - the silent followers. The ones reading but not saying anything.

He reached out with quick messages that connected directly to his content:

“Hey saw you checked out my post on sales workflow automation - curious how your team’s handling that right now”

That was enough. No pitch. Just a simple question. Because the content had already built the context, the conversations didn’t feel cold.

He kept the system running without burning out

As Portant kept growing, James kept using Flow to stay consistent without sinking time.

He generated ideas and posts that sounded like him. Not like generic marketing copy. He used the Matrix view to plan across TOFU, MOFU, and BOFU. He kept testing what got people to reply, click, or book.

It worked because it was sustainable. No stress. No content guilt. Just one system he could rely on.