Peter Kang gives agency leaders practical advice on growth, client relationships, lead generation, and acquisitions, with worked examples and stated limits.
Best for
B2B software companies selling to agency leaders, especially co-created content on growth and pipeline.
Not for
Consumer lifestyle or travel campaigns seeking paid lifestyle content and high-volume short-form video for broad reach.
Key takeaways
An earn-out can pay for one strong year without protecting a buyer from later earnings declines.
Agencies should create client value beyond the immediate project scope.
Founders want more leads but do not track where leads come from.
Check first: Confirm recent audience results and documented evidence of followers' agency roles or seniority.
Main ideas
An earn-out pays for one good year, and shared clients can hide concentration risk · Client value comes from going past the scope of the work · Pipeline is built by daily outreach and honest lead tracking
Peter Kang is an agency operator who writes about how agencies grow and run, including client relationships, lead generation, and acquisitions.
His posts use practical advice and worked business examples to explain these subjects.
The supplied material does not establish a signature book, show, or earlier body of work, so his broader public profile remains to be confirmed.
Kang connects operating advice to the decisions agency leaders actually face.
He argues that agencies should understand clients’ goals, deliver and measure results, and build relationships beyond the immediate project.
For pipeline, he points out the gap between wanting more leads and not tracking their sources.
His longer acquisition example uses a clearly labeled fictional agency holdco, adapted from Judges Scientific, to show how an earn-out can reward one strong year without protecting a buyer from later earnings declines—and how different services can still share exposure to the same clients’ budgets.
That mix of direct advice, specific examples, and stated limits gives readers useful material to test against their own agency decisions.
Peter Kang writes about running an agency as a business: how client relationships turn into durable revenue, how pipeline gets built through routine outreach and tracked lead sources, how acquisitions are priced and where the risk hides, and why a narrow positioning compounds over time.
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The through-line is that agency results come from repeatable operating choices rather than one-off wins, and that consistency of service, positioning, or outreach is what makes a business worth more or more resilient. Kang also writes as a practitioner who studies other operators and public companies for ideas, and applies new tools to ordinary maintenance work.
An earn-out pays for one good year, and shared clients can hide concentration risk
Kang argues that agency buyers and sellers should look past the headline multiple to when the money actually changes hands and what the earnings depend on.
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In his account, an earn-out keeps the buyer's price at a multiple of existing profit only until the earn-out is triggered; after that, the same total price can represent a much higher multiple of a weaker year. He also argues that adding different services does not diversify earnings if the clients all draw on the same budget, and he treats public companies' financial disclosures as a place to learn how these deals behave.
Kang builds a fictional agency holdco adapted from Judges Scientific, a British company that buys niche scientific-instrument businesses.
In his version, a buyer pays $15 million upfront plus a $10 million earn-out if first-year operating profit reaches $5 million, so the price is about five times earnings.
Projects then slip, operating profit falls to $2 million, and the unchanged price now represents 12.5 times that year's profit.
His real-world reference is Geotek's roughly GBP 35 million earn-out, and he notes Judges' stock is down more than 60 percent over five years.
Kang describes starting out three years earlier having conversations about agency M&A that went nowhere, then taking Peter Lang's course and joining his community; he credits Lang's structured thinking with shaping how his own firm approaches deals.
Client value comes from going past the scope of the work
Kang lays out a sequence for client value: understand the client's business and goals first, design services that match the agency's capabilities to those goals, deliver on the promises, and measure and report the results.
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The step he treats as decisive is going beyond the immediate work with introductions, help recruiting talent, and useful observations.
His reasoning is that relationships with individuals on the client side outlast any single engagement, because those people move to other companies and bring new work with them.
He argues that a dollar-first, short-term focus is visible to clients and produces gains that are short-lived and less durable.
The specific behaviors Kang names are facilitating introductions, helping clients recruit, and sharing observations that are useful but not billable. He points to client-side people who later take jobs elsewhere as the source of repeat engagements, and frames the alternative as being treated as a replaceable vendor.
Pipeline is built by daily outreach and honest lead tracking
Kang treats pipeline generation as a habit rather than a burst of activity.
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He backed a small tool built on that premise and says he uses it every workday.
In a separate, much shorter post he points out the contradiction in founders who say they need more leads while not tracking where their leads come from, and argues that without that data they cannot make sound decisions about partnerships, marketing, or positioning.
He is explicit about the limits of the tool he recommends and discloses his own commercial interest in it.
VeraOps, built by Leonard Chin, scans an inbox and surfaces three contacts worth reaching out to each workday; Kang says some customers generated tens of thousands of dollars in new pipeline and others reconnected with past contacts. He states that Barrel Holdings made a seed investment, that he uses the product daily, and that it suits people with two to three years of inbox history who are heavily involved in business development, mostly agencies and professional services, on Gmail and Google Calendar only.
A narrow, long-held positioning compounds, and now shows up in AI search
Kang argues that an agency holding one clear position for years earns a discoverability dividend when AI systems recommend providers, because consistency makes the firm the default answer in its niche.
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He presents this as earned rather than sudden, and he uses an interview format to draw the story out of the operator rather than asserting it himself.
Kang describes Focus Lab holding its positioning as a branding agency for B2B technology and manufacturing for years, and says inbound became stronger than ever, with more qualified leads than the team could handle.
He interviews Bill Kenney, Focus Lab's founder, about the 'overnight' success and the growth challenges that followed.
The claims about Focus Lab's results are Kang's description of Kenney's agency; the results themselves come from the operator he is interviewing.
Continual reinvention is the only constant in the agency business
Kang frames long-running independent agency ownership as a rare and shrinking group, and treats reinvention of services, teams, clients, and technology as continuous rather than occasional.
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He values the peer network of owners who have done it for decades, and uses those relationships to compare notes on shared ups and downs.
After lunch with a founder who has run an agency independently for more than 20 years, Kang describes the immediate familiarity between them and notes that many peers from the same era have exited, changed careers, or gone solo. He names several operators he places in the '20+ year club' and suggests they get together.
Apply AI tools to unglamorous maintenance, and weigh whether to stay put
Kang's practical test for a new tool is whether it handles neglected, tedious work cheaply and well, not whether it is novel.
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He also treats platform decisions as economic ones: if keeping an old system running stays cheap and updates stay easy, staying can beat migrating. He closes by asking his audience whether organizations that have been on WordPress for years are reaching the same conclusion.
Kang found his own old WordPress site had been hacked, with broken links, spam posts, and unknown admin users, after a core upgrade that missed the latest version. He connected Claude Code to a Pantheon account and reports that the core update, spam removal, and plugin upgrades went smoothly, comparing the site to an old car worth keeping because a neighbor can fix it cheaply.
This is the clearest single statement of what Kang means by client value and how an agency should be organized around it, and it sets up the operating philosophy behind much of the other advice.
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Kang lays out a sequence: understand the client's business and goals first, then design services that match the agency's capabilities to those goals, deliver on the promises, and measure and report the results.
The step that goes past delivery is deliberate — making introductions, helping clients recruit, and passing along useful observations.
Kang argues that the best agencies build relationships with individuals on the client side, and that those people carry the relationship with them to later employers, producing new engagements.
The closing claim is that a dollar-first, short-term focus is visible to clients and yields gains that are short-lived and less durable.
For brands planning a campaign
A partnership around client retention or account growth could anchor content on this specific argument rather than generic 'customer success' framing: the value story here is relationships and measurable outcomes, which suits software sold to agency account teams.
It is Kang's shortest and most direct argument about pipeline measurement, and it shows how a small observation gets used to change agency behavior.
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The post opens with a two-line contradiction: founders say they need more leads, and in the same breath admit they don't track where leads come from.
Kang calls tracking a pain but tells founders to get organized and use the data to make better decisions about partnerships, marketing, and positioning.
The piece is a nudge rather than a method — it does not name tools or metrics, only the habit of collecting the data at all.
For brands planning a campaign
A software partner selling CRM, attribution, or reporting to agencies could co-create the practical follow-up this post leaves open: a tracking setup and the decisions it improves, with Kang's framing as the hook.
It is the strongest example of how Kang teaches: a fictional agency holdco built from a real public company's disclosures, used to explain acquisition mechanics most agency owners never see.
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Kang constructs a fictional holdco that buys specialist agencies serving the same kind of client, keeps leaders in place, and uses cash to fund more acquisitions.
The deal he walks through is a $15 million upfront purchase plus a $10 million earn-out if first-year operating profit hits $5 million — a price that stays at roughly 5x earnings only because the buyer pays after the earnings arrive.
The next year projects slip, operating profit falls to $2 million, and the same price now represents 12.5x.
Kang then draws out the second failure: the group diversified its services but not its exposure to clients' budgets.
He states plainly that the holdco and numbers are fictional and that he adapted them from Judges Scientific, a British holdco whose Geotek acquisition carried a £35 million earn-out; Judges' stock is noted as down more than 60% over five years.
The two takeaways are that an earn-out rewards one strong year without guaranteeing a repeat, and that different capabilities don't necessarily diversify earnings risk.
For brands planning a campaign
This shows Kang can carry a long, number-heavy business narrative for an audience of agency owners, which supports co-created content on valuation, exit prep, or M&A tooling — a higher-consideration topic than everyday agency advice.
It is the most direct account of how Kang moved from vague interest in agency M&A to a working practice, and it names the people, course, and community involved.
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Kang describes three years of conversations that went nowhere before finding Peter Lang's content, taking his course, and joining his Slack community.
Lang is credited as a mentor and sounding board during deals at Barrel Holdings, and the post says structured thinking from Lang's programmatic M&A flow kept deals from going worse.
Kang also points to the network of operators and acquirers met through the community and promotes Lang's Agency M&A Liftoff event in Dallas on November 4–6, including a 30% promo code for the AgencyHabits audience and a registration link.
The post recommends the event to founders even if they are not doing deals, because the material helps with valuing agencies, de-risking a business for a higher valuation, and using acquisitions to solve operational, personnel, or growth problems.
For brands planning a campaign
Kang runs and promotes events and passes promotional codes to an audience of agency leaders, which is a concrete partnership surface for a software partner that runs or sponsors agency-facing events.
It shows Kang as an investor and a user of a small software product, with the fit conditions spelled out rather than glossed over.
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Kang describes VeraOps, built by Leonard Chin, as a tool that analyzes an inbox and surfaces three quality contacts to reach out to each work day.
Kang says the concept came out of a conversation about consistent outreach as a pipeline habit, that Barrel Holdings made a seed investment, and that the business's viability was unclear for a while.
A year on, Kang notes progress through customer churn and AI uncertainty, and reports that some customers generated tens of thousands of dollars in new pipeline while others reconnected with past contacts.
The fit is narrow and stated as such: it suits people with two to three years of inbox contacts who are heavily involved in business development, mostly agency and professional-services users, and only those on Gmail and Google Calendar.
Kang discloses both the investment and daily personal use, and links to the product site.
For brands planning a campaign
Kang will recommend a product he uses, but he states audience limits and discloses his commercial relationship in the same post — useful context for a partnership where the recommendation has to be credible to skeptical agency buyers.
It is Kang's most specific claim about why one agency gets inbound leads now, tied to AI search rather than traditional SEO, and it shows the format he works in as an interviewer.
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Kang praises Focus Lab for holding its positioning as a branding agency for B2B tech and manufacturing for years, then argues that this consistency became an advantage when AI search began recommending agencies: the inbound pipeline is described as stronger than ever, with more qualified leads than the team can handle.
The post announces a fireside chat in New York with BX Studio and Webflow in which Kang interviews Bill Kenney about the 'overnight' success, what drove the AI discoverability, and the business challenges that came with growth.
Space is limited and RSVP runs through a Luma link.
For brands planning a campaign
This is the clearest overlap between Kang's content and a B2B software buyer's interest: positioning, AI discoverability, and inbound quality, in a moderated interview format that a software brand could sponsor or co-host.
It is a small, concrete case of Kang using AI coding tools in practice and reasoning about a platform decision, which is a different side of the same operator.
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Kang found PeterKang.com had been hacked — broken links, casino and gambling posts, and unknown admin users — on an old WordPress site largely unchanged since 2013, with a core upgrade in May that missed the latest version.
Rather than rebuilding, Kang connected Claude Code to a Pantheon account and reports the core update, spam removal, and plugin upgrades were handled smoothly.
Kang compares the site to an old car with high mileage that a neighbor can fix cheaply, and concludes it is worth keeping rather than replacing.
The post ends with a genuine question to the audience: whether organizations long on WordPress will stay put when maintenance stays cheap and updates stay easy.
For brands planning a campaign
Shows Kang's willingness to publish practical AI-tooling experience, which suits content aimed at agency technical or operations leads rather than only founders.
It explains the peer network Kang belongs to and the theme of continual reinvention that runs through the rest of the advice.
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After lunch with another founder who has run an agency independently for more than 20 years, Kang describes immediate kinship: shared evolution of services, teams, clients, and AI, plus the same ups and downs.
Kang notes that many peers from the same era have exited, changed careers, or gone solo, and tags a list of owners still going after 20-plus years, proposing they gather.
The post is conversational rather than instructive, but it names the 'continual reinvention' idea as the constant in agency business.
For brands planning a campaign
The named peers are a route into a wider network of long-tenured agency owners, useful if a partner wants reach beyond a single creator's audience.
Kang treats pipeline building as a repeatable habit rather than a burst of activity.
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He backed VeraOps, a tool whose Relationship Digest scans an inbox and surfaces three contacts worth reaching out to each workday, and he says he uses it daily.
He is precise about fit: it suits people with years of inbox history who are heavily involved in business development, mainly agencies and professional services, and it is Gmail and Google Calendar only for now.
In a separate short post he tells agency founders that saying they need more leads while not tracking where leads come from leaves them without the data to make decisions about partnerships, marketing, and positioning.
Teaches through a founder's tool story plus a short direct admonition to agency founders.
For brands planning a campaign
A co-created piece on pipeline generation can lean on Kang's practical framing — daily habit, lead tracking, and honest tool fit — instead of generic lead-gen advice. He also discloses his own investment relationship in the tool, which models the kind of transparency a partner content program should expect.
He credits Peter Lang as the person who shaped his approach, took Lang's course, joined his Slack community, and describes Lang as a mentor and sounding board for deals at Barrel Holdings.
He promotes the Agency M&A Liftoff event in Dallas and frames its value as understanding how buyers value agencies, how to de-risk a business so it can fetch a higher valuation, and how acquisitions can solve operational, personnel, or growth problems.
In another post he works through earn-out mechanics using a fictional agency holdco adapted from Judges Scientific: a $15 million upfront payment plus a $10 million earn-out, how the price stays at five times operating profit only if the earnings materialize, and how a weak year turns that unchanged price into 12.5 times that year's profit.
Uses adapted public-company cases and clearly labeled fictional scenarios to make valuation math concrete.
Kang states the holdco example is fictional, and the Judges Scientific figures are his own summary of a public company, not agency data.
For brands planning a campaign
This is the deepest and most differentiated topic Kang covers, and his audience of agency founders and acquirers is a natural fit for education-led sponsorship. A brand can support content that teaches deal mechanics with worked numbers and outside case material rather than abstractions.
In a series on agency fundamentals, Kang starts with "Create Value for Clients": understand the client's business and goals first, then design services around their objectives, deliver on promises, measure and report results, and go beyond the immediate work with introductions, recruiting help, and useful observations.
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He argues that agencies focused only on short-term dollars get seen through, while those that build relationships with people on the client side — who later move to other companies — generate new engagements and deeper relationships.
Publishes numbered principles drawn from running an agency.
For brands planning a campaign
This gives a co-marketing piece a concrete framework to react to on retention, account growth, and the difference between being a vendor and a partner.
Kang interviews Bill Kenney of Focus Lab at an event in New York hosted with BX Studio and Webflow.
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He describes Focus Lab holding a narrow positioning — branding for B2B tech and manufacturing — for years, and credits that consistency with strong performance in AI search: being known as "the B2B branding agency" produced more qualified inbound than the team could handle. The conversation also covers the business side of running a creative firm and the challenges that come with growth.
For brands planning a campaign
A partnership can take the form of an interview or a co-hosted event about positioning and AI discoverability, a topic Kang has firsthand material on through his guest's results.
Kang hosts a free Knowledge Share session with Karl Sakas, an advisor to hundreds of agencies across many countries and author of four books for agency leaders.
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Kang frames the session around the six roles agency owners tend to juggle, which to delegate first and why the order matters, and how to change your role without assuming you need to hire six people. He says he references Sakas's books and content.
For brands planning a campaign
Kang curates outside experts for his audience and gives them a platform, so a sponsor could support an expert-led session on leadership and operations rather than a direct product pitch.
After lunch with another founder, Kang writes about the "rare and dying breed" of 20-plus-year independent agency owners.
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He describes continual reinvention as the only constant in the agency business, the shared ups and downs, and how many peers who started around his time have exited, changed careers, or gone solo. He names several operators he places in the "20+ year club" and suggests they get together.
For brands planning a campaign
Kang is a connector among long-tenured independent agency owners. A brand can reach that peer group through community-oriented content rather than transactional promotion.
Kang describes finding that his old WordPress site had been hacked — broken links, spam posts, unauthorized admin users — and connecting Claude Code to his Pantheon account to update the core, clear the spam, and upgrade plugins he had neglected.
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He compares it to keeping an old car running through a cheap, good repair instead of buying new, and asks whether organizations on WordPress are making the same call. It is a small, concrete example of AI tooling applied to unglamorous maintenance work.
Uses an everyday analogy (an old car) to make a technical decision legible.
For brands planning a campaign
Kang is a credible voice for grounded AI adoption stories tied to real tasks. A vendor could co-create content on AI in agency operations without the usual hype.
Kang also posts personal material, such as a chicken coop update about a new batch of chickens, egg output dropping with shorter daylight, retiring less productive hens, and his kids struggling to tell the similarly colored new birds apart.
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It shows a lighter register alongside the business posts.
This is the one clearly non-business post in the reviewed set; treat it as range, not as a campaign topic.
For brands planning a campaign
Kang mixes personal storytelling with business content, so a partnership expecting only polished B2B material should plan for that range. It can support humanizing campaign content, but it is not a topic to build a B2B campaign on by itself.
Peter Kang's retained posts document a few business relationships: Barrel Holdings is the firm behind his agency-fundamentals content and M&A work, though the posts do not state whether he owns or is employed by it; Barrel Holdings made a seed investment in VeraOps; Kang promoted Peter Lang's Agency M&A Liftoff event with a promo code; he promotes an AgencyHabits Knowledge Share; and he is interviewing Bill Kenney in a BX Studio and Webflow fireside chat.
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Focus Lab appears as an admiring mention. Other brand names in the posts are examples or tools, not documented partnerships.
Barrel Holdings
Disclosed partnership
Kang's posts refer to Barrel Holdings as 'our' in the agency-fundamentals series and as the firm where 'we navigated deals' in agency M&A.
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The posts do not state whether Kang owns or is employed by Barrel Holdings.
Original disclosure
our Agency Fundamentals at Barrel Holdings; we navigated deals at Barrel Holdings
Peter Kang’s posts are a practical guide to agency business decisions: how to buy a firm, build a pipeline, serve clients, and keep an agency distinctive.
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For acquisition thinking, his worked example of an agency holdco deal shows how an earn-out can reward earnings that appear in one strong year without guaranteeing they will last.
He also draws a caution from Judges Scientific: firms serving different needs can still depend on the same clients and budgets.
For day-to-day growth, Kang argues for tracking lead sources and describes a daily outreach tool he uses; his client-service principles put understanding business goals and delivering measurable value ahead of short-term profit.
Other posts explore agency positioning, leadership, and practical uses of AI.
The examples here are selected from LinkedIn posts about agency ownership and operations, alongside occasional personal posts.
Both use concrete stories to make marketing ideas more memorable.
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Cottineau describes a healthcare workshop that brought in people from outside the category to generate fresh language about protection; Kang uses examples from other businesses, including Judges Scientific, to draw lessons about agency acquisitions and financial risk.
Cottineau focuses on brand ideas and workshop exercises, while Kang’s selected posts center on agency economics, client service, and operations.
Both publish for agency and B2B marketing audiences and use events to share ideas across firms.
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Borestrom’s posts describe a gathering of Nordic agency leaders and discuss B2B video across the buying journey; Kang promotes agency knowledge-sharing and discusses the business decisions agency owners face.
Borestrom’s examples emphasize B2B marketing and agency events, while Kang’s focus is more directly on running an agency, including deal terms, lead tracking, and client relationships.
Peter Kang’s posts are relevant to agency leaders interested in growth, client relationships, lead generation, and acquisitions.
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For a campaign aimed at agency operators, the content gives a reason to explore a partnership, but it does not establish who makes up the audience. Before proposing a deal, ask Peter for recent audience results and, for this brief, any documented evidence about followers’ agency roles or seniority.
Peter Kang does not publish a sponsor policy, rate card, or media kit in the material reviewed, and no sponsorship terms appear anywhere in it.
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What the posts do show is an audience Kang addresses directly — AgencyHabits, the agency-leader community behind the posts — and a pattern of co-hosted events where a partner supplies the topic, venue, or guest while Kang supplies the host role and the audience.
Three documented examples: a New York fireside chat Kang hosted for BX Studio and Webflow, a free Knowledge Share session with guest expert Karl Sakas, and a 30% promo code given to Kang's audience for another operator's paid event.
None of these states a price or confirms payment, so treat them as formats to propose and negotiate rather than products to buy off a page.
Brands should also expect disclosure: in one post Kang identified Barrel Holdings as an investor in VeraOps while describing daily use of the product, which sets the tone for how a commercial tie would be presented.
Hosted fireside chat or event interview
Buyer requirement
Bring a guest with a story worth unpacking and a co-host who can carry the room and registration.
The documented example was an in-person New York session that BX Studio and Webflow put on together, with Kang interviewing Bill Kenney of Focus Lab about that agency's B2B branding positioning and its AI-search results; attendees RSVP'd through an external event page.
Expect Kang to run the interview rather than deliver a scripted brand segment, so the topic needs to sit inside agency business, branding, or growth to be credible.
Knowledge Share guest session
Buyer requirement
Supply a guest expert who can teach agency owners one concrete operational problem, and plan on the session being free to attend with a public registration link.
The documented example was Karl Sakas on the six roles agency owners juggle, which roles to delegate first, and how to change a role without hiring six people.
Kang introduces the guest and explains why the topic matters, then promotes the session to the AgencyHabits audience; the value to a brand is association with practical teaching, not a product pitch.
Audience offer or promo code
Buyer requirement
Have a trackable offer and a working landing page for agency leaders.
In the documented example, another operator's team gave Kang's AgencyHabits audience a 30% discount code for a paid event and Kang posted the registration link with the code.
No compensation is stated anywhere, so commercial terms would have to be agreed separately; the deliverable in that case was a post plus a code, not a hosted or co-branded page.
Brief: a B2B software company that sells to agency leaders wants co-created content on agency growth and pipeline generation.
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This is a strong fit.
Kang writes directly to agency founders about pipeline as a repeatable habit rather than a burst of activity: he describes a tool that scans an inbox and surfaces three contacts worth reaching out to each workday, states the fit conditions plainly (two to three years of inbox history, heavy business development, Gmail and Google Calendar only), and discloses both his firm's seed investment and his own daily use.
In a separate short post he names the exact gap a software partner could fill: founders say they need more leads while admitting they do not track where leads come from, which leaves them without the data to make decisions about partnerships, marketing, and positioning.
His agency fundamentals series gives a service philosophy a co-created piece can react to, and he already runs partner-shaped formats: a free guest-expert session for his agency-leader community and a New York fireside chat he hosted for two other companies, where he interviewed an agency founder about positioning and inbound results.
The audience is addressed as agency leaders, and the material shows he will recommend a product he actually uses, with the limits spelled out.
What this fit does not include: no published rate card, sponsor policy, or delivery metrics, and no established evidence about the roles or seniority of the people who follow him.
The deal has to be negotiated rather than bought off a page, and a partner should ask for current audience results before committing.
When to choose a specialist
Brief: a consumer lifestyle or travel brand wants paid lifestyle content and high-volume short-form video for a broad consumer audience, judged on reach and impressions.
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This is a poor fit on the reviewed evidence.
Almost all of the material is agency business content written for operators: acquisition mechanics and valuation math, client value and retention, leadership and delegation, lead tracking, and positioning in AI search.
The one clearly personal post, an update about a new batch of chickens, shows a lighter register but is a single post and not a campaign topic a consumer brand can build on.
The documented formats are written LinkedIn posts, a hosted interview, and a guest webinar; there is no short-form video in the material and no evidence of video delivery.
No reach, engagement, or impression figures appear anywhere in the reviewed posts, and no rate card or sponsorship terms are published, so a reach-based buy cannot be assessed or promised from what is here.
A consumer brand could still approach Kang, but the evidence reviewed gives no basis for promising consumer-audience reach or video performance, and the content itself is aimed at a business audience rather than a general consumer one.
A worked campaign example
A worked angle for the software brief: "The pipeline habit," a co-created session plus a companion piece, built on the framing Kang already uses.
Concept.
Kang hosts a guest-expert session in the style of his existing agency-leader series, on one operational problem: how an agency owner builds a repeatable outreach habit and tracks where leads actually come from.
The partner supplies the guest practitioner or the data angle; Kang introduces the guest, explains why the topic matters, and promotes the session to his agency-leader audience with a registration link.
This mirrors the format he already runs with outside experts and the interview format he used for a co-hosted event, so it needs no new behavior from him.
Companion piece.
A co-authored post or short article that picks up the contradiction Kang already publishes: founders say they need more leads while not tracking lead sources.
The piece walks through three concrete steps — where a lead gets recorded the first time it appears, what gets reviewed weekly, and how the resulting data changes a decision about a channel, a partnership, or positioning.
Keep it to steps a small agency team can run without new headcount.
Where the product enters.
As the tool used in the worked steps, not as a pitch.
Kang's own software post sets the acceptable register: state who the tool is for, state who it is not for, and disclose the commercial relationship in the same breath.
Deliverables. One hosted session with a public registration link; one co-authored post or article carrying the three steps; one follow-up post linking the recording and the written piece.
Terms and disclosure.
No pricing or sponsorship terms are published, so the arrangement is negotiated.
Expect the commercial tie to be disclosed in the content, following the pattern in his investment post.
Next step. Ask Kang for recent audience results and past event registration numbers, agree the disclosure wording, and pilot a single session before proposing a series.
Choose Fredrik Borestrom when the campaign needs a proven in-person convening format and a B2B marketing audience that already travels for it.
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The post about the fourth annual Nordic Agency Inspire describes bringing 27 agency executives to Dublin for two days, co-organized with a named partner, with a program covering B2B, LLM and GEO, buyability, video, and trends.
If the software partner wants its topic attached to an existing multi-day event rather than building one, that structure is already running.
The video post shows the second useful trait: leading with third-party research, citing LinkedIn's B2B Institute and WARC findings that video campaigns are twice as likely to grow B2B market share and 1.7 times more likely to deliver stronger ROI, then handing the detail to a named panel on a linked podcast episode.
The audience is Nordic agency and B2B marketing leaders, not the owner-operator agencies Kang writes for, so a partner selling to independent agency owners in the US or UK reaches a different group.
The reviewed material is campaign and research led, built on third-party statistics and panel discussion, rather than the operator detail Kang publishes, such as lead tracking, delegation order, and acquisition math.
Neither reviewed post shows a software vendor co-creating content or hosting a session, so the co-creation mechanics would be new.
No pricing, sponsorship terms, or registration results appear in the reviewed posts.
Choose Julie Cottineau when the brief shifts from pipeline mechanics to creative differentiation, or when the partner's audience is brand and creative agency leaders and healthcare or pharma marketers rather than agency owners.
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The pharma workshop post documents a repeatable format a software partner could co-host: instead of adding more in-category experts, Cottineau assembled an insurance broker, a former firefighter and EMT, a club bouncer, and a cybersecurity expert to reframe the idea of protection, borrowed the guessing structure of an old television panel show, and reports that the fresh language later reached the client's category marketing. The white chocolate and wasabi post makes the argument behind it, that distinctive brand ideas come from combinations outside the category.
The reviewed posts do not address pipeline generation, lead tracking, agency economics, or the other operator decisions this brief is built on.
Both are written for brand and marketing leaders inside client organizations, not for agency owners deciding how to run their firms.
There is no evidence of co-created content with a software vendor, no audience or reach figures, and no sponsorship terms.
The workshop format also depends on live production, which is a heavier commitment than a written post or a single hosted session.
Choose Horacio Gallegos when the brief narrows to lead generation for one highly niched professional services audience, specifically commercial real estate, and the partner wants someone who writes about search visibility, hyper-relevant keyword choice, and running Facebook ads when the addressable audience is small.
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Both posts name the problem directly, one asking how to create content that pulls traffic to a commercial real estate site and how to convert that traffic into leads, the other asking whether Facebook ads work when the audience is too small, and both close with an offer of a free analysis as the next step. That direct-response pattern is easy for a partner to adapt.
Both posts date from September 2018, so they show nothing about current activity or current thinking, and neither develops an argument beyond a short framing of the problem.
They read as promotional openers pointing to services rather than as close analysis.
The audience shown is commercial real estate professionals, not agency leaders.
No co-created content formats, events, audience figures, or terms appear in the reviewed material.
This profile draws on ten LinkedIn posts by Peter Kang, read in full, covering agency acquisitions and valuation, client service, pipeline and lead tracking, positioning and AI search discoverability, long-term independent ownership, practical AI tools, and one personal post.
Publication dates were not supplied for most posts; two carry September 2026 dates, so no claim is made about how the topics changed over time.
The reviewed material is a selection, not a full archive, and contains no audience demographics, rate card, sponsor policy, or delivery metrics.
It does not establish a signature book, show, or earlier body of work; confirming whether any exist remains an open research gap.
Recent engagement
Across their last 8 LinkedIn posts, the median post got 33 reactions and 9 comments. Checked 2026-11-02.
