# Mikey H.

Michael Howe helps B2B founders turn their expertise, customer conversations, and existing content into LinkedIn posts and content programs designed to build demand and support sales.

- Profile: https://b2binfluencer.marketing/creators/mikey-h/
- LinkedIn: https://www.linkedin.com/in/michael-howe
- LinkedIn followers: 11,558
- Median of last 8 posts: 28 reactions, 5 comments (checked 2026-11-02)
- Topics: b2b-marketing, content-marketing, demand-generation, content-strategy, b2b-content-marketing, linkedin-marketing, positioning
- Based on 8 dated posts, latest 2026-10-07

## Summary

Most useful for turning existing B2B expertise and content into a LinkedIn demand creation system.

- Best for: B2B software or services firms with existing content and internal experts.
- Not for: Performance briefs, paid creator placements, or firms with no content assets.
- Check first: Confirm internal expert access, budget evidence, and audience demographics.

### Takeaways

- Set audience and message before choosing content formats.
- Treat demand creation and demand capture as one system.
- Reuse existing SEO libraries, case studies, articles, statistics, and reports.

## Main ideas

- **Set the audience and message before choosing formats**: Howe’s preferred order is to define who the audience is, how the company wants to be seen, what it should say, where to say it, and how its promise will be delivered. He argues that teams often jump to messaging, channels, or visuals before settling the audience and offer, leaving the work without a firm foundation.
- **Treat demand creation and demand capture as one system**: Howe argues that most of a target market is not ready to buy at a given moment, so content should help people learn before they enter a buying process. But awareness alone is not enough: a business also needs a working way to convert and follow up with people who are ready. His posts describe these as complementary sides of demand generation.
- **Reuse what the business already knows and owns**: Howe pushes back on the idea that every new content program must start from a blank page. He argues that an existing SEO library and the knowledge held by employees can supply material for social content, sales enablement, and other formats. Repurposing, in this view, is a distribution system for existing expertise, not just rewriting the same post.
- **Original experience matters more than publishing volume**: Howe argues that faster production has filled LinkedIn with repeated frameworks and generic advice. He says the more valuable source material is what competitors cannot easily reproduce: direct customer conversations, lessons from operational problems, and opinions grounded in a company’s own experience. The contrast is between posting more and having something specific to say.
- **LinkedIn can compound, but expectations need to match the timeline**: Howe distinguishes LinkedIn from channels where teams expect to measure a response within days. He says prospects may see multiple posts without engaging publicly and contact a business weeks later. His stated practice is to explain the expected timeline before setting strategy, rather than treating a slow start as proof the channel has failed.
- **Buyers form opinions before a sales conversation**: Howe argues that a sales champion and buying committee are influenced by voices outside the company before a sales representative enters the conversation. This makes the podcasts, communities, thought leaders, and online discussions buyers already trust part of the environment in which a brand is judged.

## Work to read

- ["I don't like LinkedIn" — what founders usually mean](https://www.linkedin.com/posts/michael-howe_i-dont-like-linkedin-i-dont-care-about-activity-7482419058521325568-HZQO)
- [The 95/5 demand generation equation](https://www.linkedin.com/posts/michael-howe_95-of-your-target-market-isnt-looking-to-activity-7481331452777922560-4D1a)
- [Volume was never the moat](https://www.linkedin.com/posts/michael-howe_a-client-told-me-last-month-weve-been-activity-7480974209054302210-SZj4)
- [Turning an existing SEO library into a social content engine](https://www.linkedin.com/posts/michael-howe_repurposing-is-one-of-the-highest-roi-content-activity-7483505772216381440-ijjT)
- [One mistake kills B2B content compounding](https://www.linkedin.com/posts/michael-howe_1-mistake-kills-b2b-content-compounding-activity-7482883632567599104-_aaO)
- [Four rules for the order of positioning work](https://www.linkedin.com/posts/michael-howe_ive-watched-dozens-of-founders-skip-straight-activity-7483143451115528192-CgEz)
- [Rebranding Referly.io into Sonik on LinkedIn](https://www.linkedin.com/posts/michael-howe_2-months-ago-referlyio-rebranded-into-sonik-activity-7510335004229701632-_5y6)
- [Mapping the modern B2B buying committee](https://www.linkedin.com/posts/michael-howe_i-mapped-out-the-modern-b2b-buying-committee-activity-7483868145317892096-QnVq)

## Brand relationships

- **Content Path** (disclosed_partnership)
- **Sonik** (client)

## Partnerships

The reviewed material shows Michael Howe promoting a done-for-you content service rather than any creator sponsorship product. The posts describe work his team at Content Path does for B2B clients — writing LinkedIn content, building repurposing systems, and rebranding a client's feed presence — and close with invitations to contact him directly, either by direct message or by booking a call. A disclosed example describes a two-month rebrand engagement for the software company Sonik (formerly Referly.io), covering visual identity, a content engine built from client resources and expert interviews, and format selection. None of the eight reviewed posts describes sponsored posts, paid placements, affiliate arrangements, or any other creator-side partnership format, so no partnership formats are documented here. That is a statement about the reviewed material, not a claim that Michael Howe never accepts sponsorships. Nothing in the reviewed posts shows a dedicated partnership or sponsorship inquiry page; the call link in one post points to the general business site and is not a partnership route, so no inquiry URL is set. A brand wanting to work with Michael Howe through a sponsorship format would need information that this review could not find.

## Alternatives

- Sundeep Sanghavi: Choose Sanghavi when the bottleneck is the creative itself and the buyer is a consumer, DTC, or e-commerce brand spending on paid social. Sanghavi's reviewed posts describe a specific mechanic: ads fail once they feel produced, explained, or overly clever, and the ones that keep working mirror a moment the buyer already recognises — a real frustration, a real reaction, real language — following a pattern of recognisable problem, natural reaction, unscripted solution, subtle social proof, low-pressure call to action. Sanghavi also names a large unused asset pool: roughly 90% of video content never gets activated, and repurposing influencer, UGC, and existing ad footage across paid, product pages, social, and lifecycle channels is the cheaper route to more volume. If the campaign's first test is a paid creative rotation rather than a content library, that is the stronger starting point.
- Björn Radde: Choose Radde when the gap is on the capture side: the site already receives meaningful traffic but the company cannot see which businesses are visiting, and sales outreach is prioritised by guesswork. Radde's reviewed posts describe identifying the companies behind anonymous B2B traffic, enriching them with company and intent data, personalising the site by industry or account, and connecting those signals into CRM and marketing automation. On the demand side, Radde frames AI search as a both/and: short-term paid placement inside ChatGPT to catch people already asking questions, and longer-term generative engine optimisation so the brand appears inside the answer itself. That fits a brief where demand exists and the problem is recognising and routing it.
- Patrick Dillon: Consider Dillon when the failure is fragmentation: SEO, paid media, content, the website, reviews, CRM, and analytics are each run by someone different, each reports its own metric, and nobody is accountable for how they connect. Dillon's reviewed posts argue the individual tactics matter less than the links between them — content should build authority across search, AI platforms, and the buyer journey; paid media should hand off to CRM and sales; analytics should show what contributes to growth. The framework reduces the job to five questions: are the right people finding you, do they have reason to trust you, is the next step easy, can you stay connected if they are not ready, and can you measure contribution. That suits a brief that needs a whole-system plan before a content engine.

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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/