Scaling Trust in the Mid-Market and Enterprise Segments With LinkedIn GTM for New Positioning

Situation

Holycode originated in the startup ecosystem, but has evolved significantly:

• 160 customers, with more than 50% in the mid-market and enterprise segments
• Existing expertise in AI and professional IT services
• External perception lagged behind → Holycode was still seen as a “startup service provider”

• Conventional channels such as PR and Google Ads showed little impact
• Buying decisions arise primarily through networks, trust, and reputation
  
  

Challenges

The target market did not understand what Holycode stands for today

• Its AI expertise and enterprise capabilities were not visible enough
• Internal marketing did not reach the right new audience, communicate the intended narrative, or build sufficiently scalable trust

• Heavy reliance on organic referrals, resulting in limited control over growth
• Without a change, this led—or would have led—to:

• Missed opportunities in the AI and enterprise segment
• Slow market access due to insufficient visibility as an expert
• Continued heavy reliance on referrals instead of a predictable GTM motion
  
  

Critical Event: Why Act Now?

A strategic shift centered on LinkedIn as the main GTM channel and the development of:

• Founder-led content, with the co-CEOs as the voices of the brand
• Clear positioning: AI + mid-market/enterprise
• SalesPlaybook support for LinkedIn GTM spanning strategy, positioning, and content

• Trust comes from visible expertise and consistency
• Authority comes from people, not only brands
• Distribution must take place within the existing network
  
  

Decision-Making

The decision to work with SalesPlaybook was based on:

• Existing trust from personal contact and strong references
• A careful partner-selection process that still included actively obtaining customer references
• A clear cultural fit with “no-bullshit” communication instead of grand but empty promises
  
  

Results of the Engagement

1. A qualitative audience shift, focused not on greater reach, but on a better audience, with a clear move toward people interested in AI and decision-makers in the mid-market and enterprise segments
2. Stronger market positioning, with Holycode clearly perceived as a trusted AI provider ready for enterprise work; customers actively refer to its content and trust has measurably increased
3. Scalable trust-building: CEO content creates continuous visibility, builds trust over time, and reduces dependence on purely personal relationships
4. Faster market penetration for AI offerings, enabling entry through smaller five-figure customer projects, faster sales and learning cycles, and a lower barrier for customers
5. A positive feedback loop in which greater visibility, trust, and demand enable even better delivery under the new positioning

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