It started with the CEO. Fourteen months later, four people from Tracklution publish every week from their own point of view.
Anni Salo
CEO
Tim Babkin
Partnerships
Iiro Antero
Sales & Partnerships
Bogdan Pol
Head of Growth
Many exec-led content programs start with the CEO and stop with the CEO. Tracklution started with the CEO and then added three more people, as they were seeing real traction through this channel.
In June 2025 Anni Salo, CEO of the Finnish marketing technology company Tracklution, started working with Haamu. Tim Babkin (Partnerships) joined in October 2025. Bogdan Pol (Head of Growth) and Iiro Antero (Sales & Partnerships) followed in April 2026.
Anni
June 2025
Anni Salo
CEO · the first voice
Tim
October 2025
Tim Babkin
Partnerships · the agencies
Bogdan & Iiro
April 2026
Bogdan Pol & Iiro Antero
Head of Growth · Sales & Partnerships
All four asked for something different at their kickoff: a different audience, a different angle, a different reason to be there. Four people from the same company, all of them approaching the company story and mission from their own POV.
Tracklution helps its customers collect better data for the advertising algorithms, so digital advertising actually performs: server-side tracking and conversion APIs, set up in minutes rather than months.
Small company, global product, serious growth ambitions. Exactly the situation where being invisible is expensive!
The monthly loop
Each of the four started by building their own strategy together with Haamu: who they want to reach, what they want to be known for, and what they want to say about it. After that, publishing every week costs about two hours a month each.
1
They talk
A recorded interview with their own ghostwriter, about what they are seeing at work, arguing with, and learning that month.
2
They review and approve
The interview comes back as a month of posts in their own voice, built from their own words and examples. Nothing is scheduled before they have approved it.
3
The posts go out
Haamu publishes them on schedule, and the four of them answer their own comments. When something comes up that one of them wants to say right away, they write and post that one themselves.
4
The next month builds on it
Between interviews, each ghostwriter watches what actually landed: which topics got traction, what the comments were asking about. That, together with their own strategy, shapes the brief for the next recording. All four can follow the same numbers in the Haamu platform whenever they want.
See how the process works in more detail
June 2025
The goal
Reach the marketing managers and agencies who own tracking problems, and build awareness for a category most people don't know exists.
"Most performance marketers aren't even aware they need server-side tracking. They just see symptoms: their direct traffic is increasing mysteriously, or the conversions in Meta don't match what they see in their own systems”, she said.
Anni never doubted LinkedIn mattered. Writing posts was simply a task that never won against running a company.
“It bugged me. Things kept coming up that I would have loved to put into words and get out there, but it always ended up last on the to-do list.”
Her worry was a common one: would it still sound like her?
“I was a little afraid of this at first, how it would go. But in practice all the content comes out of my own mouth. I answer the comments myself, of course, and have those conversations there.”
How has it been this far?
One year in, Anni's posts had collected 2.4 million impressions, and her best single post reached over 400,000 views with a meme about GDPR. The part worth noticing is what happened next: the growth did not flatten out on an audience that was already large.
Anni collecting the queen of memes award at Haamupalooza.
+3.2M
Impressions on LinkedIn between June 2025 and August 2026.
Followers
Anni keeps steadily adding new followers every month.
Her follower count from the end of Feb to the end of Jul 2026. Hover the line to follow it MoM.
~ 21,900
New people reached every month
~ 191,800
Average impressions every month
Averaged across the measured period Feb-Aug 2026, quiet weeks and holidays included.
October 2025
The goal
Where Anni is the founder explaining why the product exists, Tim is the one building relationships with the agencies that put it in front of a hundred clients at a time. He asked for a different room right at the kickoff, when his strategy was being built.
“Tracklution is the point of content, but my clients are not direct clients. They're partners. So I want to talk to a little bit different audience and deliver a little bit different, not totally different, message. A different angle, kind of having a twist.”
That difference shows up in tone as much as in targeting.
“Business should always have a human face. And especially when it comes to partnerships, it's less transactional and more about relationships. So I really want that the company is not just a faceless entity, just another technology.”
He is also not writing for engineers: “I'm not necessarily talking to some very technical people, but maybe to their leadership.” And he carries the employer-brand weight, because Tracklution is hiring all the time.
How has it been going?
Tim is the second-biggest reach in the company and the fastest-growing audience after Anni's. In the four months since April he has put Tracklution in front of nearly 43,000 people who had not seen it before.
+763k
Impressions on LinkedIn between October 2025 and August 2026.
~10,000
New people reached every month
~60,000
Average impressions every month
Averaged across the measured period Feb-Aug 2026, quiet weeks and holidays included.
April 2026
The goal
Iiro describes his role as being like a translator. His brief was the clearest of the four: explain server-side tracking in language a non-technical marketer can act on.
“I hate the jargon in marketing. I hate all the different CPC, ROAS, and this kind of acronyms.”
Iiro was explicit that he wanted a different audience from his colleagues: not the technical crowd already in the comments.
“I see a lot of comments and discussions angled towards very technical people. I'd like to create something more toward the marketing specialist, the kind of person who'd come to ask questions or share their own experience.”
His measure of success is how a reader feels about getting in touch.
“I really want to make it relaxed, in a way that if somebody sees my post and wants to schedule a meeting about Tracklution, they should have an impression that they can be very relaxed. No need to be strict or anything.”
What has happened this far?
Iiro had been on LinkedIn for years before April. In four months with Haamu he has reached more new people than in all of that time put together.
Four months in, all three of Iiro's numbers are moving the same way. His posts are being seen more often, reacted to more often, and by a growing share of the people who see them.
1.3x
Reactions
1.2x
Impressions
1.2x
Engagement rate
Since connecting his account in April 2026.
April 2026
The goal
To cover the room the others weren't in. Tracklution sells into two ICPs: marketing agencies, and mid-market advertisers spending enough that server-side tracking pays for itself.
“My bet right now is to complement what my colleagues are doing on Haamu as well; basically that we address the advertiser ICP a bit better.”
Bogdan had already tested the do-it-yourself version. He ran his own LinkedIn experiment, writing everything himself.
“It worked really well. I did have hundreds of people with whom I interacted that I'd never met before. But it was quite different, because I was writing my stuff myself, which I don't have the time for.”
His definition of success is unusually patient for someone running growth.
“I imagine that because of my posting, maybe we get three, five customers over 12 months. That would be an ideal scenario. And even if the audience itself is growing, that is also a success, because that means future distribution for future content will be more effective.”
How has it been this far?
Bogdan's account had been quiet for a year before April. Four months back in, it has more than doubled the reactions it had when he connected it, and a bigger share of the people who see his posts are responding to them.
2.3x
Reactions
1.6x
Impressions
1.5x
Engagement rate
Since connecting his account in April 2026.
A company with one visible person has one way in. If that person is busy, on holiday, or simply not the right fit for the reader, the company disappears.
The CEO's audience is not the agency partner's audience, which is not the non-technical marketer's audience, which is not the growth practitioner's audience. One voice would have reached one of those rooms.
Four voices reach four, and a prospect who walks through any of those doors arrives at the same company.
The four of them together, 2 April to 17 August 2026:
1.16M
Impressions
177,182
People reached
+1,465
New followers
LinkedIn shows each person their own numbers and nothing else. With four people publishing, nobody can answer what the company reached this month without opening four accounts and adding it up by hand.
The Haamu platform collects analytics at both levels: every individual profile, and the four of them added together.
For a company that sells measurement, that argument lands differently than it would elsewhere!
“I knew thought leadership can work, because I had proof from other companies I've worked with. But I also knew that if we work together, your quality standards are high enough that you're going to do an amazing job.”
“Yes, euros have come out of it. We're a small company and we want to grow: the things we do have to show up in growth too.”
Inbound contacts, partnership requests, and an international audience, specifically the digital advertising agencies Anni most wants in her network.
When Yle and Kauppalehti wanted to write about ghostwriting, they came to Haamu, and both asked the same thing: is there a customer who would talk about it on the record?
Anni said yes twice. <3
Kauppalehti · 18.3.2026On the results, and on why a CEO with a company to run outsources the typing.
One voice builds a reputation. Four voices build a company's presence, in four different rooms, with one dashboard that tells you what it is all worth.
Ready to build your own LinkedIn growth story? Let's have a chat.
Tracklution is not the only one. Here is what happened when four very different organizations started showing up on LinkedIn.
Solo plan
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A public organization speaking through a person instead of an institution, on one hour of his time a month.
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Solo plan
Ville Tolvanen
A board professional whose decades of experience are finally visible, so people walk into meetings already knowing his thinking.
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Team plan
Byro Legal
A law firm building a LinkedIn voice in a famously cautious industry, and becoming the one clients already recognize.
206k → 1.94M
impressions, in a year
Team plan
Growberries
A startup that turned an occasional LinkedIn presence into content that actually stops the scroll.
49k → 325k
impressions, a year vs 5 months
