Every now and then, I like to pull back the curtain and share what building Inscaler solo business really looks like.
I often get asked a question:
“How do you generate a pipeline for Inscaler?”
Let me walk you through it today.
In 2025, I created 70 new opportunities in my CRM.
No paid ads.
No outbound campaigns.
Here’s where those opportunities came from:
Referrals: 20 ish
From founders I worked with and people who heard my name in the right room.
Inbound LinkedIn: 10 ish
People replying to posts or reaching out after following my content.
Newsletter: 2 ish
Slow, steady conversations that turned into real calls.
Website inbound: 5 ish
Haven't worked on my website just yet...
Events & Talks: 5 ish
Between ITW and other speaking engagements.
No source: 20-ish
A reminder that I still need to be better with my CRM 😅
The rest was random.
And no, I’m not saying outbound is wrong.
I just didn’t use it last year. (and the year before actually...).
Looking back, what really made the difference?
I can put everything down to three simple areas.
I don’t really have a “strategy” here. I post because I like it.
For more than three years, I’ve shared 2–3 posts every single week.
I like to share the type of content: video, carousels, images + text, and short text.
I have a content plan.
I often ignore it.
If something happens with a client, I write about it.
If I feel strongly about a sales topic, I publish it.
I avoid clickbait, of course: no politics, no trends, no posting for reach.
I write what I would want to read as a founder.
I avoid the noise.
Did this make me grow fast on LinkedIn? Not at all.
I see people who started after me reaching tens of thousands, way before me (I’m shy of 8K followers).
But...did it attract the right people?
Yes, for sure!
This is edition #160.
That means 160 weeks in a row, one email every week. Never skipped one week.
Today, almost 1,000 people read it.
About 60% open rate.
The majority are founders and CEOs at early-stage startups.
What matters most is not the numbers.
It’s the replies.
I often get emails like these:
One reply leads to another.
One conversation turns into a call.
Last year alone, the newsletter created 2 deals.
That’s around €15k of pipeline, with zero spend.
This is the part I’m most proud of.
I’ve worked with more than 150 founders.
I know I didn’t impress everyone.
That’s normal.
But many of last year’s inbound leads came from people I worked with before.
WhatsApp messages.
Introductions.
Mentions in founder groups and retreats.
This approach isn’t fast.
It takes time. It takes energy.
But it costs €0.
Founder content. A simple newsletter. Happy customers.
If I managed to do this with a small, solo-business, I’m confident others can too.
Thanks for reading this far. See you all next week.
– Matteo
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P.S. If you missed my other newsletters, don't worry; you can catch them here.
