How we helped Sam Kurath gain 6k+ LinkedIn followers and expand his GTM strategy to 6 team members

What Sam says about us

"I was skeptical at first. But now it's become completely natural that I think about what could be valuable for people who read my posts.

I've become much more deliberate - what to post, what not to post. There's also a different sense of responsibility for my own words and topics now.

I'm now at the point where I want to do a YouTube documentary in 'build in public' style. That would never have been possible before without notus.

Meeting Marvin Sangines, Luca Wetzel, and Max Radman was a turning point. I realized this group isn’t just selling a service - they’re genuinely curious about my business and my journey, creating an atmosphere of learning and inspiration. These guys are almost 20 years younger than me - and yet, I learn from them every single week."
‍– Sam Kurath, Founder of Jaywalker AG

Their challenge

Sam’s two ventures, STUcard and moneyhaxx, shared a clear mission: solve financial literacy for young people and help them build lasting wealth. Sam wasn't sure how to communicate that on LinkedIn.

The growth of Sam’s businesses depended on building direct relationships with the decision makers of local bank branches. He needed a better way to get in front of his customers and build trust with them at scale.

How we approached this

1. Deep Dive Interview

We kicked off the project with a 2-hour Deep Dive Interview with Sam. We spent the time learning about Sam, his background, his businesses, and his goals. We extracted Sam’s expertise, industry knowledge, and vision and used them to create the foundation of Sam’s media strategy, as well to start creating valuable stories he could share with his audience.

2. Media Strategy

Using the insights from the interview, we defined Sam's Ideal Customer Profile (ICP) - decision-makers from Swiss cantonal banks. We then set clear goals: establish Sam as a trusted voice in his industry, generate brand partnerships, and book meetings with his ICP directly through LinkedIn. These goals became the strategic backbone of the whole collaboration.

3. Content Archetype‍

Next, we developed Sam’s Content Archetype. The Archetype was Sam’s content North Star. In it, we mapped out the content buckets that overlapped with Sam’s expertise and what was interesting and valuable to his ICP. Financial literacy tips for young people, trends Sam was seeing from his work at Stu, and data-driven insights for companies wanting to reach young people were a few examples. We used Sam’s Content Archetype to make sure every post that went out could only have come from him and that it was valuable to his audience.

4. Profile Revamp

‍Before posting anything, we revamped Sam's LinkedIn profile with a clear focus on his ICP. We made sure that when his content started pushing traffic to his profile that they would know exactly who he was, what he did, and what their next step should be.

5. Content Engine

‍Sam needed a flexible workflow that fit his schedule. We started by hosting 1-hour content calls 2x per month and turning golden nuggets he shared with us into stories that could shared. We showed him exactly what we look for when crafting content. From there, Sam took ownership of the writing himself. We continued to support him with content review throughout the project.

6. ICP Signal Tracking

We setup a backend workflow to track the ICP signals Sam’s content was generating on LinkedIn. We saw who was engaging with Sam’s content and profile, and we used that information for targeted network expansion and to understand which content was resonating best with his ICP.

7. Network Expansion

‍We built targeted ICP lists, including all 24 Swiss cantonal banks, split into general audience and decision-makers. Then we sent connection requests consistently every week, growing Sam's network with exactly the right people.

8. Thought Leadership Ads

12 months into the project, we ran an ad sprint alongside the organic work with a lean budget. The goal was to reach all 24 Swiss cantonal banks. We built a precise lead list of decision makers and employees at the banks and ran thought leadership ads boosting his best performing organic content targeting them. Through our signal tracking, we confirmed that every one of Switzerland's 24 cantonal banks engaged with his content.

9. Team Expansion

Inspired by his LinkedIn results, Sam expanded the program to 6 more team members at STUcard. We helped them get up to speed on LinkedIn in 2026 through targeted workshops, and we gave them access to our notusOS platform to remove all the heavy lifting of creating content. The team now publishes 7 times a week and consistently generates 10K+ organic impressions specifically from the Swiss market (plus paid distribution on top).

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Before & After

Before

• Skeptical about founder content and “bragging” about himself
• Sporadic posting without a clear content strategy
• 996 LinkedIn followers
• Invisible to decision makers of Swiss banks online

After

• Strategic, intentional posting with authentic founder voice
• 6K+ new followers
• Built strong foundation for expanding content engine to YouTube
• Engaged with 100% of Swiss cantonal banks online through content motion
• Expanded LinkedIn GTM to 6 other team members

Sam transformed from avoiding LinkedIn and being invisible online to owning his narrative and using it to unlock a new GTM channel for his business. He grew his network to 7,000+ followers and reached 173,000+ unique people and is now doubling down on the motion by expanding to 6 other team members.