How Spinae’s co-founder turned LinkedIn into a new growth engine

As co-founder of Spinae, Stijn knows that cybersecurity is built on trust. His team protects critical infrastructure across both OT and IT systems, and clients trust them because they deliver. But that trust doesn’t automatically carry over to people who don’t know them yet. In a sector where credibility matters, it’s just as important to be visible online, especially to potential clients and job candidates.

That’s why building a visible and credible online presence wasn’t just a nice-to-have. It was essential. But despite good intentions, marketing often got pushed aside.

From ideas to impact

Stijn believed in sharing authentic, high-quality content. He had ideas and expertise. But with a packed agenda and limited time, posting on LinkedIn was often skipped. Even with a calendar reminder for “marketing,” other priorities would win out.

There was also a sense of missing structure. What to post? When? How often? Like many founders, Stijn struggled to translate his content ideas into consistent action.

A system and a coach

After a demo with Brent from Willow, Stijn planned to test the platform for two weeks. But again, time got in the way. Still, the idea stuck. He decided to commit to a full year with Willow, hoping it would provide the structure and accountability he needed.

The timing was ideal. An industry event was approaching, and Stijn wanted to prepare LinkedIn content in advance. The Willow team acted quickly: onboarding was scheduled, and his first social media coaching session followed shortly after.

“I remember how curious and prepared he was,” says Henrieke, his Willow coach. “Stijn had clearly done his research. He knew what he wanted to achieve. He just needed the tools and support to do it.”

Results after one year

With Willow, Stijn gained a weekly rhythm and a much clearer view of what worked. In the first year:

• Spinae published 50 posts from its company page, almost one per week.
• The company saw a 21.74% increase in followers.
• Stijn shared 46 posts from his personal profile, strengthening both thought leadership and personal branding.
• His follower count grew to over 1,450.

This wasn’t viral growth but it was consistent, sustainable visibility, which is essential for building trust in a referral-based business.

More structure, less guesswork

Before Willow, posting on LinkedIn meant last-minute decisions. Now, Stijn plans content well in advance, with help from Willow’s content calendar, content mix guidance, and post performance analytics.

Stijn didn’t need someone to take over his social media. He just needed a smarter system and a coach who could help him stay on track. He still writes the posts himself. The voice remains his. But instead of sporadic updates, there’s a consistent presence that supports Spinae’s reputation. So thanks to Willow, LinkedIn has become a strategic tool instead of a chore. For a cybersecurity company built on trust, that kind of consistency is a competitive advantage.