What LinkedIn Shutting down Apollo and Seamless taught us about the need to build movements

Imagine waking up tomorrow to find that your LinkedIn page is gone. Your access to inbound leads, your network, your content—all wiped out overnight. That’s exactly what happened to Apollo and Seamless.ai when LinkedIn banned them for violating platform policies.

If LinkedIn is your primary GTM channel, ask yourself: How would your business survive if you lost it tomorrow?

If you don’t have an owned audience, a movement, or evangelists advocating for you, you’re building on rented land—and LinkedIn (or any platform) can erase your growth at the flip of a switch.

The Danger of Relying on Rented Platforms

🚨 Before: Scrape data → Mass outbound → Hope for conversions.

🚨 Now: Platforms are cracking down on automation and lead scraping, and outbound is less effective than ever.

Most companies are reactive, playing the game within LinkedIn’s (or Google’s or Facebook’s) rules, instead of building something that lasts beyond any single channel.

The Power of Building a Movement Instead

When you build a movement, you don’t just have followers—you have evangelists and advocates who spread your message and drive demand organically.

🔥 Why Movement Marketing Matters More Than Ever

• It makes your brand untouchable. When your audience follows YOU—not just your LinkedIn page—you don’t disappear if the platform does.

• It shifts the conversation in your favor. Instead of relying on paid reach or outbound, demand comes to you.

• It builds resilience. No algorithm or policy change can take away a loyal community of advocates.

Real-World Examples of Movement Marketing

• Patagonia: This outdoor apparel company has built a movement around environmental activism. By committing to sustainable practices and encouraging customers to participate in conservation efforts, Patagonia has fostered a community that transcends traditional brand-consumer relationships.

• Glossier: Starting as a beauty blog, Glossier transformed its readers into a passionate community that co-created products. This approach not only built a loyal customer base but also turned users into brand advocates who felt personally invested in the company’s success.

• Liquid Death: By focusing on a mission to eliminate plastic waste and make sustainability cool, Liquid Death has cultivated a cult-like following. Customers don’t just buy water; they buy into an irreverent, rebellious brand that turns something as simple as canned water into a movement. With bold marketing and a clear stance on environmental issues, Liquid Death has built a loyal audience that evangelizes their mission.

How to Future-Proof Your Growth

✅ Build an Owned Audience – Start a newsletter, podcast, or community forum where YOU control the distribution, not LinkedIn.

✅ Turn Followers into Advocates – Engage with your audience so they promote your message even when you’re not in the room.

✅ Create Conversations, Not Just Content – The best brands create movements people want to be part of—not just companies they buy from.

✅ Ditch the Lead Lists, Build Relationships – Be the company people come to because they trust your insights—not because you spammed their inbox.

The Future: Own Your Community, Own Your Growth

If LinkedIn bans you tomorrow, does your business survive? If the answer is no, it’s time to rethink your strategy.

Building a movement isn’t optional anymore—it’s a survival strategy.

🚀 Are you ready to build something no algorithm can erase? Let’s talk.