# Andrew Schulkind

Andrew Schulkind writes about B2B marketing, with a focus on human connection and useful content that can build audience trust over time.

- Profile: https://b2binfluencer.marketing/creators/andrew-schulkind/
- LinkedIn: https://www.linkedin.com/in/andrewschulkind
- LinkedIn followers: 2,754
- Topics: leadership, b2b-marketing, content-marketing
- Based on 10 dated posts, latest 2026-10-09

## Summary

Andrew Schulkind is most useful for B2B marketing thought leadership about earned attention, human connection, and content systems.

- Best for: A B2B marketing agency wanting advisory, bylined, interview, or workshop-style LinkedIn thought leadership.
- Not for: Consumer-facing or high-reach paid creator campaigns needing short-form video, product integration, or demographic guarantees.
- Check first: Confirm partnership formats, terms, sponsorship policy, and audience analytics before proceeding.

### Takeaways

- Start with what buyers think and feel, not clever headlines.
- Earned attention compounds, while bought attention lasts only as long as spending continues.
- Content is a system to maintain, not a campaign you launch once.

## Main ideas

- **Start from what the buyer is already feeling, not from clever wording**: Schulkind argues that human connection drives marketing and should anchor B2B content creation. Rather than laboring over how to be clever or which headline is catchier, work out what the target audience is likely to be feeling as they consider the problems the business solves. Their method is to trust their gut on an angle, then check the metrics to see whether that instinct was right, rather than pre-testing the wording.
- **Earned attention compounds; bought attention lasts only as long as the spending**: Schulkind pushes back on the idea that a good product sells itself, using a quote from Antonio García Martínez's book Chaos Monkeys that paying for marketing is a losing move. Their counter is narrower than a defence of advertising: buying attention is a losing move when it amounts to shouting "we're great, trust us," because that only works while the spending continues. Martínez is partly right: shouting does not earn loyalty or compound. The alternative takes work from someone on the team: write a guide that helps a prospect solve a real problem, and earn the customer who mentions the business to three colleagues unprompted.
- **Content is a system you maintain, not a campaign you launch**: A recurring argument is that well-planned content keeps generating value long after publication, distinguishing steady growth from a constant hunt for new clients. Schulkind stresses that this is not set-and-forget: keeping the message relevant and the audience engaged takes real work. The payoff is freedom: when a team does not have to reinvent the wheel with every prospect interaction, it can experiment without putting core business development at risk.
- **Take a widely repeated belief, argue with it, then grant the part that holds**: Schulkind's writing often follows the same pattern: a short first-person essay with a thesis headline names a belief — good products sell themselves, content planning is a one-time job — challenges it, then concedes the part that holds up. They name outside sources (Antonio García Martínez and Chaos Monkeys) alongside concrete brand examples, address readers directly, and close with a practical takeaway or invitation. Phrases such as "if I've said it once … well, I've said it a lot more than once" show how they restate and sharpen themes across posts rather than replacing them.

## Work to read

- [Connection, not perfection: what B2B buyers feel](https://www.linkedin.com/posts/andrewschulkind_%F0%9D%97%96%F0%9D%97%BC%F0%9D%97%BB%F0%9D%97%BB%F0%9D%97%B2%F0%9D%97%B0%F0%9D%98%81%F0%9D%97%B6%F0%9D%97%BC%F0%9D%97%BB-%F0%9D%97%BB%F0%9D%97%BC%F0%9D%98%81-%F0%9D%97%A3%F0%9D%97%B2%F0%9D%97%BF%F0%9D%97%B3%F0%9D%97%B2%F0%9D%97%B0-activity-7437157831256170496--AwK)
- [Sustainable ROI, not budget burn](https://www.linkedin.com/posts/andrewschulkind_%F0%9D%97%A6%F0%9D%98%82%F0%9D%98%80%F0%9D%98%81%F0%9D%97%AE%F0%9D%97%B6%F0%9D%97%BB%F0%9D%97%AE%F0%9D%97%AF%F0%9D%97%B9%F0%9D%97%B2-%F0%9D%97%A5%F0%9D%97%A2%F0%9D%97%9C-%F0%9D%97%BB%F0%9D%97%BC%F0%9D%98%81-%F0%9D%97%95%F0%9D%98%82%F0%9D%97%B1%F0%9D%97%B4%F0%9D%97%B2%F0%9D%98%81-activity-7404195648939474946-taYz)
- [Earned attention beats bought attention](https://www.linkedin.com/posts/andrewschulkind_%F0%9D%97%98%F0%9D%97%AE%F0%9D%97%BF%F0%9D%97%BB%F0%9D%97%B2%F0%9D%97%B1-%F0%9D%97%BB%F0%9D%97%BC%F0%9D%98%81-%F0%9D%97%95%F0%9D%97%BC%F0%9D%98%82%F0%9D%97%B4%F0%9D%97%B5%F0%9D%98%81-i-read-activity-7490428850296967168-BoQ5)

## Partnerships

No published partnership program appears in these posts: no sponsorship policy, format specifications, rate information, disclosed sponsored placements, or partnership inquiry route. The posts are Andrew Schulkind's own commentary on B2B marketing practice, and one closes with a general invitation to call about marketing help—a services contact, not a creator-partnership offer. Buyers should ask them directly about available partnership formats and terms.

## Alternatives

- Muneeb Ur Rehman: Choose Muneeb Ur Rehman when a campaign needs an implementation spine behind the strategy, not the editorial voice itself. The posts describe an agent factory: Perplexity researches the problem, OpenAI turns requirements into specifications and acceptance criteria, Claude implements the approved work, a separate Claude pass reviews it, and automated tests plus engineers validate it before release. They also list potential uses: extending a web app into a mobile companion, turning documents and emails into reviewed CRM updates, converting a product change into a spec and tested code, connecting disconnected systems, and generating reports with checks before distribution. If the agency wants to promise clients a working content or operations pipeline, or publish credible AI-automation expertise, that’s a different route into the same audience. The posts name separate build and running cost components and mention usage tracking, spending limits, and approval steps—useful details for buyers wary of open-ended AI spend.
- Faith Dowley: Choose Faith Dowley when the question is how paid media and an outbound team reinforce each other, rather than how content alone builds trust. The posts describe companies running paid and sales as parallel motions and argue that paid accelerates revenue when it makes every existing sales conversation warmer: a prospect who has already seen the content eight times does not need the first call to start from zero. The same two posts show the diagnosis: a company spent $15,000 on LinkedIn ads over a year and received only impressions, clicks, and a click-through rate; another was running two products at once, with half the leads wrong for both, while someone manually logged inbound calls to reconstruct attribution. The recommended fix comes upstream: build the tracking layer, connect the form to the CRM, and agree what a qualified lead means before counting them, spending the first three weeks there. For an agency campaign that has to show pipeline contribution rather than published essays, this supplies outcome reporting.
- Lars Ling: Choose Lars Ling when the decision depends on convening people rather than publishing arguments. The posts organise the Wasa Future Festival in Vaasa: a Sunday Walk & Talk framed as fresh air and real conversations, with no stage and no PowerPoints; a festival programme covering startups as fuel for economic growth; an ecosystem panel; a startup showcase for summer incubation finalists; and a session on the Vaasa-to-Silicon Valley connection. The value is a network and a room—entrepreneurs, city and university partners, innovation-centre and regional development bodies—with the arc described as Vaasa to Kvarken to the Nordics to the World. If the agency needs an event, a community, or in-person programming in that region, this is a different door into the same audience.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/