Situation

Calibo is a B2B SaaS company offering a platform that accelerates the development of digital and data products by up to 50%. As Global Marketing Director, Ana García Colomina faced a dual challenge: externally, a complex product message that struggled to resonate with the market; and internally, limited capacity and alignment to execute effective LinkedIn-based thought leadership.

Despite believing in LinkedIn as a key channel from past experience, Ana found it nearly impossible to find the right internal talent — someone who understood both the technical nature of Calibo’s product and the nuances of social engagement. This stalled Calibo’s ability to establish a consistent and credible LinkedIn presence, especially among its executive team.

Problem

Ana identified several key obstacles:

• Complex Messaging: Calibo’s value proposition was not easily understood by its target personas, making positioning and GTM alignment difficult.
• Lack of Internal Capacity: No internal team member could dedicate full-time effort to LinkedIn strategy or content, and hiring externally proved challenging.
• Executive Engagement: Getting Calibo’s leaders to actively participate in LinkedIn content creation was difficult due to time constraints and unfamiliarity with the channel.
• Skepticism Around LinkedIn ROI: Previous tests on LinkedIn had not delivered measurable results, leading to internal doubts about its potential as a demand generation channel.
  
  

Impact

Partnering with SalesPlaybook, Calibo saw transformative results:

• Rapid Strategic Alignment: Within weeks, your team understood Calibo’s complex product, personas, and messaging challenges — succeeding where internal cross-functional teams had struggled.
• Accelerated Content Creation: With positioning documents developed early on, Calibo launched multiple campaigns and repurposed content across other marketing channels.
• Executive Buy-In: Executives, initially hesitant, became active and enthusiastic participants in the content strategy, leading to more authentic thought leadership.
• Tangible Business Outcomes:
  
  • 400k+ closed/won deal
  • 700,000+ impressions
  • 10,000+ engagements
  • 1,000+ comments
  • Several inbound leads
  • One new deal directly attributed to LinkedIn efforts — a first for Calibo
• Cultural Shift: Internal perception of LinkedIn transformed, with marketing and sales teams now seeing it as a viable, high-impact growth channel.
  
  

Critical Event

The critical turning point came after the initial three-month engagement. The success — particularly the first closed deal from LinkedIn — shifted internal sentiment. This proof of concept convinced the broader team to commit to a full-year partnership through 2026 and scale the initiative across more leaders and personas.

Decision

Given the clear impact, Calibo chose to extend the collaboration through all of 2026. They expanded the number of participating leaders, deepened the technical content strategy, and began leveraging LinkedIn-driven content across newsletters, sales enablement, and broader demand generation initiatives.

Why SalesPlaybook

• Fast ramp-up on Calibo’s complex product, market, and personas (no long onboarding drag)
• Positioning + messaging expertise that created reusable GTM docs (used beyond LinkedIn)
• Executive enablement that drove consistent participation (busy leaders stayed engaged and happy to collaborate)
  End-to-end operational ownership of the LinkedIn motion (strategy → content → engagement follow-up)
• “Part of the team” working style: high collaboration, low overhead for Marketing, aligned with Sales + Marketing priorities

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