How a Tech Leader Leveraged Executive Visibility to Drive Event Registrations, Increase Engagement & Build Industry Influence

In today’s competitive landscape, brand visibility doesn’t start with a logo—it starts with leadership. For companies looking to own their industry conversation, attract talent, and drive event attendance, the visibility of their executive team on LinkedIn™ can make all the difference. Yet for many companies, executive LinkedIn™ profiles sit quietly on the sidelines—underutilized, outdated, and disconnected from larger business goals. 

That was the case for a leader in the landscape industry, a company known for providing business management software that helps landscaping companies streamline operations and drive profitability. This industry leader had built a powerful product and earned a solid reputation within the landscaping space, but their executive team’s LinkedIn™ presence didn’t reflect that leadership. 

With a major industry event approaching, they realized that their executive team could be one of the company’s most valuable promotional assets—if they were properly positioned and actively engaged.

The Challenge: Great Product, Quiet Executives

This landscape industry leader had spent years building a powerful business management platform designed specifically for landscaping companies. Their product helped business owners streamline operations, manage crews, and improve profitability—and they had earned a strong reputation within the industry for being at the forefront of innovation. 

But there was a gap. While the company itself was known, its executive team remained largely invisible online. Their LinkedIn™ profiles were outdated, often reading like static resumes rather than dynamic reflections of their leadership and expertise. Content, when posted at all, felt disconnected—a mix of company announcements and product promotions without the personal insights and thought leadership that attract real engagement. 

Even more concerning, there was no coordination across the executive team. Each leader had their own individual approach (or lack thereof), meaning their voices weren’t working together to tell a unified brand story. As a result, they were missing a huge opportunity to amplify their company’s value through executive visibility—especially as a key industry event approached. 

With only a limited window to drive registrations, the executive team’s lack of presence and influence on LinkedIn™ wasn’t just a missed branding opportunity—it was a real threat to event attendance and overall visibility in front of the very audience they wanted to reach.

The Borden Group’s Approach

When the landscape industry leader partnered with The Borden Group, the goal wasn’t just to spruce up profiles—it was to build a fully coordinated executive visibility strategy. This wasn’t about turning executives into marketers. It was about helping them show up as the industry leaders they already were—with each voice playing a role in telling the company’s bigger story. 

We started with a deep-dive audit of each executive’s LinkedIn™ presence, identifying gaps in their profiles, content, and overall visibility. What became clear right away was that their individual stories and expertise weren’t being communicated—and there was no thread tying their voices back to the company’s broader brand message. 

From there, we created a profile optimization plan, ensuring every executive’s LinkedIn™ page clearly showcased their leadership expertise, highlighted the company’s value, and connected their individual roles to the organization’s mission. With refreshed bios, aligned messaging, and updated visuals, each profile became an extension of the brand itself. 

Next, we developed a coordinated content calendar—one that balanced thought leadership, personal insights, and targeted promotion for the upcoming industry event. This wasn’t just about posting more—it was about posting with purpose. Each executive had their own unique voice and area of focus, but together, their content painted a complete picture of the company’s leadership, innovation, and vision for the future of the landscaping industry.

But content alone wouldn’t move the needle. To amplify their reach, we introduced an engagement strategy—a system where the executive team would actively comment on each other’s content, respond quickly to inbound engagement, and participate in relevant industry conversations happening across LinkedIn™. By showing up not just in their own posts but in conversations across the platform, they increased visibility exponentially. 

This cohesive, coordinated approach allowed the executive team to work together as a strategic visibility engine, each leader elevating the others while collectively raising the profile of the company itself. What started as a tactical LinkedIn™ re/Brand became a sustainable system for executive-led brand building—one that drove immediate impact for their event and long-term positioning for the brand.

Results: Increased Visibility, Stronger Event Promotion & A Strategic Acquisition

In just 31 days, the five executives leading this landscape industry company went from quiet profiles to powerful voices driving conversation and visibility across LinkedIn™. The coordinated content and engagement strategy generated over 132,000 combined impressions across the five executive accounts, introducing their insights, leadership, and company messaging to thousands of industry professionals. 

The impact wasn’t just in the reach—the conversations told an even bigger story. Together, the executives earned nearly 1,600 likes and over 940 comments, showing that their new content strategy didn’t just attract views—it sparked meaningful dialogue and engagement with the right audience. 

One executive alone generated over 90,000 impressions and 680 comments, turning a previously quiet profile into an active hub for industry conversation. That direct visibility translated into increased awareness for the upcoming industry event, boosting registrations and ensuring the event was seen as a must-attend within the landscaping community. 

But the story didn’t end there. Within less than a year of upgrading their executive social strategy and amplifying their digital visibility, the landscape industry leader was acquired. While many factors contribute to a successful sale, the enhanced visibility, executive credibility, and unified messaging across the leadership team added clear value—helping position the company as a visible, innovative leader in the space. 

What started as a LinkedIn™ visibility challenge became a broader brand evolution, proving that executive visibility doesn’t just build personal brands—it builds company value.

Conclusion: Executive Visibility Builds More Than Personal Brands—It Builds Business Value

This case story is proof that executive visibility isn’t just about personal branding—it’s a direct business growth strategy. When leaders show up consistently, share their insights, and actively engage with their industry, they’re not only building their own credibility—they’re amplifying the company’s reputation, influence, and perceived value. 

For this landscape industry leader, investing in their executive team’s LinkedIn™ presence didn’t just result in stronger event attendance and higher engagement metrics—it became a critical piece of the broader brand positioning that helped pave the way for their successful acquisition. 

👉 Want to equip your own executive team with the templates, processes, and content frameworks that made this transformation possible? Explore The Borden Group’s Creator Store for plug-and-play tools designed to help leaders show up with purpose and consistency—whether you’re driving event registrations, building industry authority, or preparing for future opportunities. 

🔗 Explore the Creator Store and start building a LinkedIn™ strategy that works as hard as your leadership team does. 

Are you ready to move from lurking to leveraging your personal brand? Schedule a discovery call with me today—I’d love to help you take your personal brand to the next level with actionable tips and strategies that work. 

Want to learn more about this topic? Make sure to follow Melanie Borden and The Borden Group on LinkedIn™.