How this B2B Founder closes $350k ARR per Month with LinkedIn content

The Founder-Led Marketing Show

#Business #Marketing #Finn Thormeier

30:54

AI makes us all more productive.... so why isn't revenue soaring? That's the AI Productivity Paradox. ↳ Does that mean GenAI doesn't work? ↳ Or do we all collectively stink at measuring GenAI ROI? ↳ Or are employees just pocketing that time savings? Faisal Masud is a tech veteran with answers. He's the President of HP Digital Services, and he's going to help us solve the AI Productivity Paradox. Newsletter: Sign up for our free daily newsletter More on this Episode: Episode Page Join the discussion: Have a question? Join the convo here. Upcoming Episodes: Check out the upcoming Everyday AI Livestream lineup Website: YourEverydayAI.com Email The Show: info@youreverydayai.com Connect with Jordan on LinkedIn Topics Covered in This Episode: AI Productivity Paradox Explained Hybrid Work's AI Integration Challenges Generative AI Impact on Large Enterprises Raising Productivity Expectations in AI Era AI Tools vs. Traditional Employment Roles Effective AI Policy Implementation in Enterprises Building Internal AI Capabilities Strategy Insights from AI-Based Easy Button History Timestamps: 00:00 "Your Daily AI Insight Hub" 03:43 Workforce Experience Platform Overview 07:46 High Hiring Bar Enhances Productivity 10:31 Enterprise Productivity Lag with GenAI 15:53 AI Integration in Workflows 19:01 Raising Expectations in Tech Management 21:57 Hiring for Future-Ready Roles 25:23 Staples' Innovative "Easy Button" Strategy 27:22 Less is More for Success Keywords: AI productivity paradox, generative AI, productivity improvements, employee experience, HP Digital Services, hybrid work, employee productivity, generative AI wave, AI tools, workforce experience platform, AI PCs, employee sentiment data, hybrid work challenges, generative AI boom, overemployment, AI policy, large enterprises, business leaders, remote work, Microsoft Copilot, improved productivity, customer experience, agentic workflows, AI-enabled tasks, augmented roles, future of work, AI solutions, digital transformation, management challenges, augmented society, productivity metrics, less is more approach, efficient work processes. Send Everyday AI and Jordan a text message. (We can't reply back unless you leave contact info) Ready for ROI on GenAI? Go to youreverydayai.com/partner…

about a year ago 45:10

MP3•Episode home

Matt Watson is the Founder and CTO of one of the early SaaS companies in 2003 and bootstrapped it to $35M ARR and a $150M exit in 2011. Currently, Matt is the Founder and CEO of Full Scale, which helps other startups and tech companies scale up their development teams with top global talent

In this episode, Matt and I cover the following topics:

Founder-led marketing is crucial for founders and CEOs to promote their businesses and connect with their audience.
Content creation through podcasting, newsletter writing, and posting on LinkedIn can significantly contribute to revenue growth.
Thought leadership plays a vital role in creating engaging and impactful content.
Measuring the ROI of content marketing efforts can be challenging but can be tracked through customer feedback and sales conversations.
Diversification of marketing channels is important for sustainable business growth. Create engaging and relatable content on LinkedIn to build trust with your target audience.
Use hooks, shorter sentences, and bullet points to make your posts more readable and skimmable.
Authenticity and transparency are key in establishing a connection with your followers.
Inviting potential customers as podcast guests can help build relationships and trust
Evaluate your LinkedIn strategy after a few months to determine its effectiveness.

Matt's LinkedIn: https://www.linkedin.com/in/mattwatsonkc/

Matt's Newsletter: https://startuphustlenews.com/

Full Scale: https://fullscale.io/

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

121 episodes

The Founder-Led Marketing Show

How this B2B Founder closes $350k ARR per Month with LinkedIn content

The Founder-Led Marketing Show

published about a year ago

MP3•Episode home

In this episode, Matt and I cover the following topics:

Founder-led marketing is crucial for founders and CEOs to promote their businesses and connect with their audience.
Content creation through podcasting, newsletter writing, and posting on LinkedIn can significantly contribute to revenue growth.
Thought leadership plays a vital role in creating engaging and impactful content.
Measuring the ROI of content marketing efforts can be challenging but can be tracked through customer feedback and sales conversations.
Diversification of marketing channels is important for sustainable business growth. Create engaging and relatable content on LinkedIn to build trust with your target audience.
Use hooks, shorter sentences, and bullet points to make your posts more readable and skimmable.
Authenticity and transparency are key in establishing a connection with your followers.
Inviting potential customers as podcast guests can help build relationships and trust
Evaluate your LinkedIn strategy after a few months to determine its effectiveness.

Matt's LinkedIn: https://www.linkedin.com/in/mattwatsonkc/

Matt's Newsletter: https://startuphustlenews.com/

Full Scale: https://fullscale.io/

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

121 episodes

#Business #Marketing #Finn Thormeier

All episodes

The Founder-Led Marketing Show

1
Kevin "KD" Dorsey: How this SaaS CRO leverages LinkedIn and grew to 137K Followers 50:53

6 hours ago50:53

50:53

Kevin Dorsey (KD) is one of the most respected voices in modern sales leadership, with 137K+ followers on LinkedIn and a track record that includes leading sales at PatientPop, Bench, and now as CRO at finally. In this episode, KD shares the real reason he started posting on LinkedIn (spoiler: not to sell), how he built a magnetic hiring brand without selling to sellers, and why most founders are sitting on gold, but never reach out. If you’ve ever wondered how to write consistently, attract the right hires, or build a sales motion in SMB this one’s a masterclass. Topics we cover in this episode: - Why KD started posting on LinkedIn (and why it still works today) - How his content attracted the right hires—without recruiters - Why he never chased virality or trends (no carousels, no hooks) - The difference between leading vs. consulting—and why he came back - How to use DMs to build pipeline with 20 messages a day and zero automation - Why you should never automate what you haven’t nailed manually - The biggest mindset shifts most founders need to sell effectively - Why consistency, not creativity, drives long-term results - Building a sales motion in SMB: volume, relevance, and fast learning - Real AI workflows he’s already running as CRO, and what’s next Perfect for: - Founders posting on LinkedIn but not seeing traction - Sales leaders scaling from 5 to 50 reps (or hiring their first few) - Solo consultants, advisors, and creators wondering what’s next - Anyone tired of “growth hacks” and looking for what actually works Connect with KD LinkedIn: https://www.linkedin.com/in/kddorsey3/ finally: https://finally.com/ Sales Leadership Accelerator: https://salesleadershipaccelerator.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters: 00:00 Intro & Career Highlights 01:00 Why KD Really Started Posting on LinkedIn 03:00 Recruiting with Content (No Sales Needed) 05:30 How Posting Has Changed (and What Still Works) 07:20 Why He Stuck With Text-Only Posts 09:00 Going Solo: More Money, Less Fun 11:15 Why He Returned to Sales Leadership 14:30 His Niche: Scaling from 5 to 50 Reps 16:10 The 5D Leadership Framework 18:00 Writing for Agreement (Not Just Education) 20:00 Why Founder Content Should Amplify ICP Voices 22:40 KD’s Daily Writing System 25:30 How to Pick the Right Post to Write 27:00 Why You Should DM Every Liker 29:00 Outreach Tactics Most Founders Miss 31:45 Why You Must Master Manual Before Automating 34:00 The Secret Power of Founder-to-Founder DMs 36:30 The Mental Shift from Inbound to Outbound 38:00 Scaling Sales in SMB: What Actually Works 41:00 Why ACV Isn’t the Problem—Pipeline Volume Is 43:00 Where AI Is Already Working in Sales 46:00 The Leadership Gap in AI Adoption 48:00 What KD Wishes He Knew 15 Years Ago Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Hootsuite CEO’s Linkedin Approach (3.5M Views/Mo) while Running a 1,500+ People Company 54:53

7 days ago54:53

54:53

Irina Novoselsky is the CEO of Hootsuite, where she’s proving that social content is a revenue driver. Since stepping in as CEO, Irina has built one of the most effective LinkedIn presences in tech leadership. Her content drives 11.6M impressions per quarter, helps influence 40% of Hootsuite’s pipeline, and breaks every “best practice” that doesn’t serve the brand or the customer. In this episode, Irina breaks down her exact playbook for building a high-performing LinkedIn strategy, how she balances authenticity with outcomes, and why every CEO should treat social as a customer channel. We also get into her journey from Wall Street to tech, the lessons she’s learned as a first-time CEO, and how Hootsuite is turning employee advocacy into real growth. Topics we cover in this episode: -Irina’s framework for content that’s personal and performs - How her posts drive 40% of Hootsuite’s pipeline - Why she avoids praise posts and what she does instead - Building 3 content pillars every CEO should have - Why video became her unfair advantage on LinkedIn - Social selling vs. brand vs. pipeline—and how she thinks about ROI - The real reason most execs don’t post (and how to fix it) - What leadership actually looks like at the top Perfect for: - Founders looking to turn LinkedIn into a revenue engine - CEOs trying to balance thought leadership with real impact - Marketing leaders trying to get executive buy-in for content Connect with Irina: - LinkedIn: https://www.linkedin.com/in/irina-novoselsky/ - Hootsuite: https://www.hootsuite.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing! Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 Irina’s Journey from Finance to Tech 03:10 The Moment She Started Posting on LinkedIn 05:45 The PET Framework for High-Impact Posts 08:00 Why She Writes Her Own Content (and Always Will) 10:30 Commenting at Scale: Building Relationships in the Feed 13:00 The Myth of CEO Content Being “Optional” 16:20 Her 3 Content Pillars and Why They Work 19:15 The Real ROI of Posting: 40% Pipeline Influence 22:45 How Hootsuite Scales Employee Advocacy 25:50 Building a Feedback Loop Between Social and Product 28:15 Why Video Became Her Superpower on LinkedIn 31:10 Executing Content with Limited Time (The CEO Reality) 34:00 Balancing Authenticity, Leadership, and Audience Value 37:30 Advice for Founders Scared to Show Up Online 40:00 Creating a Company People Want to Follow #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing! Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/…

The Founder-Led Marketing Show

1
How incident.io Scaled from First Users to 10M+ ARR in 4 Years (Selling to Engineers) 36:48

14 days ago36:48

36:48

Chris Evans is the co-founder of incident.io, an incident management platform built for modern reliability teams. He started the company in 2021 with two former Monzo engineers, and they’ve raised $62M, passed $10M+ ARR, and landed customers like Linear, Vercel, and Intercom. In this episode, Chris breaks down how they built trust with technical buyers, why the co-founders chose to stay sales-led (even with developer customers), and what’s really working in their GTM motion today. He also shares the role founder content played in landing their first customers, how the team picks between SF and London, and what’s next as they scale toward enterprise. Topics we cover in this episode: - How incident.io validated their first product by building in-house at Monzo - The early traction playbook: landing logos without a sales process or billing setup - Why the team stayed in London—until Series B pulled them to San Francisco - Selling to engineers vs. executives: how they handle messaging across personas - Building a solutions engineering team instead of a self-serve motion - Why they ditched spray-and-pray for signal-based outbound - Their ACV ranges and why they haven’t hit a $1M deal (yet) - Founder-led content: how early Twitter and now LinkedIn shaped pipeline Perfect for: - DevTool and SaaS founders targeting both ICs and execs - Founders navigating early-stage traction without a formal sales team - GTM leaders balancing sales-led and product-led growth - Engineers building “tools that should exist” and want to productize it Connect with Chris: - LinkedIn: https://www.linkedin.com/in/evnsio - incident.io: https://incident.io/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing! Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 From Monzo Bank to Co-Founding incident.io 01:20 Culture Shock: Scaling from London to San Francisco 04:15 Why They Delayed Building a US Office 06:17 How the Founders Chose Their Roles 08:43 Chris on Titles, Solutions Engineering & Field CTO 10:56 Building the MVP Inside Monzo (and Burning It Down Later) 12:44 The First Inbound Deals—Powered by Twitter, Not LinkedIn 14:21 Selling Without a Product, Billing, or Order Forms 16:18 Top-Down vs. Bottom-Up Sales in Developer Tools 18:12 How They Balance Messaging Across Personas 20:20 Why They Prioritize the Buyer, Not the Exec 21:26 From 100% Inbound to Targeted Outbound 23:41 Using Signal-Based Outreach to Win High-Intent Accounts 25:08 ACVs, Self-Serve, and Moving Upmarket 27:08 How Etsy Pushed Them to Build an Enterprise-Ready Product 29:02 Advice on When to Go After Big Deals 31:17 “Be Loud on the Internet” – Founder-Led Brand at incident.io 33:14 Why LinkedIn Still Works for Technical Audiences 35:14 Founders Chris Looks Up To & His Own LinkedIn Strategy #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Peter Caputa: How the ex-VP Sales of Hubspot uses Linkedin to grow his 10M ARR SaaS company as CEO 54:57

21 days ago54:57

54:57

Peter Caputa is the CEO of Databox, a $10M+ ARR analytics platform that helps businesses centralize their data and make better decisions. Before joining Databox, Peter was one of the early sales leaders at HubSpotwhere he helped pioneer the agency partner program that fueled the company’s breakout growth. In this episode, Peter shares his full playbook for using LinkedIn as a CEO, why most founders still underrate brand and feedback loops, and how he spends 2–3 hours a day on content that drives real business outcomes. We also get into positioning, pricing, and why staying visible yourself is one of the most underused advantages in SaaS. Topics we cover in this episode: - Peter’s system for LinkedIn: writing, feedback, and scheduling - How CEO content helped Databox navigate SEO decline - The real ROI of posting daily (and how to measure it) - Why most attribution models undervalue social - How Databox used primary research to shape their GTM - The mindset shift most founders need to publish consistently - When calling BS publicly is worth it (and how to do it right) - Positioning strategy: how Peter narrowed ICP & launched new pricing - The HubSpot lessons he’s applying at Databox - Why RevOps agencies are replacing traditional B2B marketing firms Perfect for: - Founders wondering if CEO-led content is worth the time - SaaS execs rethinking SEO, attribution, and content strategy - Marketing and RevOps leaders selling to mid-market companies Connect with Peter: - LinkedIn: https://www.linkedin.com/in/pc4media/ - Databox: https://databox.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 Peter’s Background: HubSpot → CEO at Databox 02:05 Why Every B2B CEO Should Post on LinkedIn 04:00 The Hidden Leverage of CEO Content 06:15 Attribution Is Broken—but It Still Works 08:40 Measuring Word-of-Mouth and Dark Social 10:30 Why Search Declined & LinkedIn Rose 12:55 ROI: How Peter Tracks Impact with 3 Metrics 15:00 The “Two Hour a Day” LinkedIn System 17:15 Primary Research, Customer Quotes & Content Flywheels 20:45 AI, GPT, and Building an Internal Content Engine 23:10 Product Marketing Content → LinkedIn Posts 25:10 Should You Break the LinkedIn Rules? 26:45 When (and How) to Call BS Publicly 29:00 The Power of Differentiated Positioning 31:00 Building a Strategy Map for GTM 33:15 Serving Mid-Market Customers with Pricing & Product 36:45 Strategy at $10M ARR vs. Early-Stage SaaS 39:40 Why CEO Content Scales Better than You Think 41:15 Why It’s Hard to Scale LinkedIn Internally 43:10 Incentives That Actually Work for Employees 44:30 Building a Reseller Engine for Content & Growth 46:00 What Kind of Content Still Performs Best? 48:00 What Peter Obsesses Over (It’s Not the Algorithm) 50:10 Favorite Writing Lessons, Hooks, and Storycraft 51:30 The #1 Priority if You Only Have 30 Minutes a Day 53:00 Can a Founder-Led Content Agency Actually Help? #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
How to Do Cold Email for SaaS in 2025 - Playbooks from RB2B, Fyxer AI & Directive (8M Emails/Month) 41:58

28 days ago41:58

41:58

Taylor Haren is the founder of Sales Automation Systems, running high-volume outbound campaigns for companies like RB2B, Fixer AI, and Directive, sending up to 8.5 million emails per month. In this episode, Taylor breaks down what actually works in cold outreach in 2025, why most people fail with it, and how to build systems that generate PLG signups, meetings, and revenue at scale. We will talk about: - Why cold email isn’t dead—but traditional tactics are - The “Navy SEALs vs. Carpet Bombing” framework for outbound - How to get a 3X reply rate by changing one line of copy - Offers that convert: what makes a good one, and how to test it - How Taylor built a system to analyze 250+ messaging variants - Tech stack recommendations for deliverability in 2025 - The real reason most campaigns fail (it’s not the copy) Perfect for: - Founders wondering if outbound still works (it does) - Growth leaders building PLG or hybrid sales models - Anyone testing cold email and struggling with results Don’t forget to subscribe to the podcast for more unfiltered conversations with SaaS founders and operators building differently. Connect with Taylor: - LinkedIn: https://www.linkedin.com/in/taylorharen/ - Sales Automation Systems: https://www.salesautomation.systems/ - Episode with Garrett, CEO of Directive: https://youtu.be/_ln2Tw_GFWc?si=Yw2RpVdpYLZgMjWx Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Intro: What Taylor’s Building 02:00 Cold Email in 2025: What Still Works 05:12 The “Carpet Bomb” Playbook (PLG at Scale) 07:40 Why the Old Multi-Touch Sequences Are Dead 09:30 How Offers Shape Everything in Cold Email 12:40 Blending High-Volume and Targeted Sales 15:45 Garrett from Directive’s Copy Beat the AI 18:30 When Cold Email Can Replace Ads (and Why) 21:10 Why One Email Every 60 Days Is the Sweet Spot 23:40 Copy That Converts: Taylor’s Full Framework 27:15 Subject Lines, Hooks, and Real Personalization 30:20 AI vs Human-Written Cold Emails 32:00 How to A/B Test Messaging the Right Way 36:00 $100M Offers and Irresistible Cold Hooks 39:10 Cold Email as a GTM Testing Tool 41:00 The Rule of 1,000: Why You’re Not Sending Enough Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Peter Walker: How to build an Insights Function & Add 130K Linkedin Followers w/ Carta’s Head of Insights 54:39

4 weeks ago54:39

54:39

Peter Walker is the Senior Director of Insights at Carta, the leading cap table platform with over 45,000 customers and one of the most followed B2B voices on LinkedIn. In this episode, Peter breaks down how he built Carta’s insights function from scratch and how it's become one of the most effective brand-building machines in SaaS. He shares how data storytelling fuels their content engine, what makes a great graphic, and why every B2B company should have a voice in the public conversation. Topics we cover in this episode: - How Carta turned data into a brand moat - The 3 core skills behind a great insights team - Peter’s system for publishing daily, high-impact LinkedIn content - What makes a great data visualization (and what doesn’t) - How to test and scale content ideas through comments and reposts - The CTA and chart format that drives thousands of subscribers - Carta’s long-term approach to insights: not leads, just value - Why most B2B brands should stop gating data and start storytelling - Peter’s LinkedIn growth from 2K → 137K and the flywheel behind it Perfect for: - B2B marketers building thought leadership around data - SaaS founders exploring brand-led growth - Operators looking to create LinkedIn-native content systems - Anyone wondering how to turn usage data into viral insights Connect with Peter: - LinkedIn: https://www.linkedin.com/in/peterjameswalker/ - Carta: https://carta.com/ - Data Desk Newsletter: https://carta.com/data/ - How to create engaging data graphics: https://www.linkedin.com/posts/peterjameswalker_the-5-step-guide-to-building-data-graphics-activity-7341517849120731136-aTKA/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters: 00:00 Building the Insights Function at Carta 02:10 How Carta Uses Data to Fuel Daily Content 05:00 Carta’s Distribution Flywheel: LinkedIn → Email → Events 08:45 Who Should Build an Insights Function 12:30 What Makes Data “Interesting” Enough to Publish 14:40 Usage Data vs. Market Data (and What You Can Do With It) 17:10 Privacy, Contracts, and How to Handle Sensitive Data 19:30 Measuring Success: The 6-Month Rule 21:00 Who Should Be the Public Face of Insights? 22:40 The Rise of Embedded Creators in B2B 24:50 The Equity Insight That Blew Peter’s Mind 27:00 LinkedIn Growth: 2K to 137K and the Tipping Point 30:10 Text + Image vs. Video: What Works on LinkedIn 33:00 How to Use Comments to Supercharge Distribution 35:40 The Right Way to Follow Up with Creators 36:40 The Three Kinds of Data Stories That Work 38:45 Newsjacking, Press Coverage, and Ecosystem Relevance 42:50 Visual Design: What Makes a Chart Work 46:10 The Tableau → Figma Workflow Explained 49:20 Use One Chart for One Story—Then Scale It 52:00 The Importance of Staying Curious (and Consistent) 54:00 Peter’s Final Advice for SaaS Brands and Creators Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
James Hawkins: PostHog CEO on How to Build a Product Developers Love, Maximize Shipping Speed & Sh*tpost on LinkedIn 56:01

6 weeks ago56:01

56:01

James Hawkins is the co-founder & co-CEO of PostHog, a dev-first product suite built to help teams build better software, faster. Since launching in 2020, PostHog has grown to 100+ people, 14 products, and a plan to hit $100M ARR by 2026, all while staying lean, shipping fast, and having fun. In this episode, James breaks down how they got early traction, why building for developers demands a different growth mindset, and what it actually takes to scale multi-product SaaS in public. Topics we cover in this episode: - Why PostHog focused on shipping speed instead of sales - The real story behind PostHog’s $100M ARR target - Building multiple products at once with 2-person teams - The value of shitposting (and why it still works) - How James thinks about brand, attention, and developer trust - Why they replaced product managers with empowered engineers - PostHog’s approach to retention, performance reviews & team design - Growing through word of mouth vs. optimizing for ROI - Lessons from building and monetizing open source software - James’ advice on fundraising, agency hiring, and long-term thinking Perfect for: - DevTool founders scaling without a salesteam - B2B SaaS teams building multi-product platforms - Founders looking to build a brand, culture, and a presence on LinkedIn Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with James: - LinkedIn: https://www.linkedin.com/in/j-hawkins/ - PostHog: https://posthog.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Intro & PostHog’s Mission 01:35 Setting a $100M ARR Goal (When They Had $0) 04:20 Long-Term Thinking & Taking Big Swings 06:05 Why Having Fun Is Strategic 07:12 Shitposting for Brand and Attention 10:00 The Day They Hit Product-Market Fit 13:40 Early-Stage Lessons: Why Velocity is more improtant than Validation 16:00 Pricing Strategy for Open Source Tools 18:30 Competing in Existing Categories (and Why) 21:15 Why Product Engineers Don’t Have Deadlines 24:00 No Roadmaps, No Meetings, No Bureaucracy 26:30 Hiring for Ownership and Accountability 28:15 How They Evaluate Performance Without Goals 30:00 Product Engineer Hiring Criteria & Red Flags 32:15 Talking to Users (Without Forcing It) 34:40 Developer Marketing That Actually Works 37:00 Four Reasons People Choose PostHog 39:05 Brand, Word of Mouth, and Developer Taste 41:10 Being the News vs. Chasing It 43:00 When They Shipped the Wrong Product 45:30 Building a Data Warehouse to Compete with Snowflake 47:05 Why Hard Products Drive Retention 49:00 Letting Engineers Decide What to Fix 51:00 How AI Is Used Inside PostHog 53:15 Fundraising Advice for DevTool Founders 55:20 Final Thoughts & Closing Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Santosh Sharan: 500k/Month LinkedIn Views, How B2B Buying is Changing, Lessons from RB2B & ZoomInfo 53:55

7 weeks ago53:55

53:55

Santosh Sharan is the founder of ZeerAI, who helped scale companies like Apollo, ZoomInfo, and RB2B. ZeerAI is building AI agents that act like your best sales rep, engaging with buyers, answering questions, and moving deals forward without needing a human. In this episode, Santosh explains why most sales and marketing channels are failing, how LinkedIn became his #1 source of demand, and how AI agents will transform how we buy and sell software. He also walks through the exact playbook he used to go from 5K to 44K followers, run 200+ meetings, and build product-market fit, before shipping a product. Topics we cover in this episode: - The system behind 200+ meetings booked through content - Why most B2B GTM motions are broken (and how to rebuild them) - How Santosh grew from 5K to 44K LinkedIn followers in one year - What “buyer agents” are and why they’re the next GTM role - How he used content to test pricing, positioning, and demand - What it takes to get 50+ qualified calls from a single post - Why repeatable conversations are better than repeatable automations - The future of pricing, value-based offers, and go-to-market ops Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Santosh: - LinkedIn: https://www.linkedin.com/in/ssharan/ - ZeerAI: https://zeer.ai/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 Santosh’s Background: From ZoomInfo, Apollo to ZeerAI 02:15 Why Most GTM Motions Don’t Work Anymore 05:00 What Happens When Everyone Copies the Same Tactics 07:45 The LinkedIn Strategy That Replaced Outbound 10:10 The System Behind 200+ Meetings Booked Through Content 13:30 From 5K to 44K Followers in 12 Months 15:50 How Content Became the Primary Validation Engine 18:40 What to Post (And Why It’s Not About You) 21:15 The Real Power of CTA Posts (And What Kills Them) 24:10 Why repeatable conversations are better than repeatable automations 27:30 How to Get Buyers to Come to You, without a Demo Funnel 29:50 Why Buyer Agents Will Replace SDRs (And What That Means) 32:00 The Death of Seat-Based Pricing 34:45 How to Build a Category Without Spending $500K 36:30 Building a Community Before Product 39:00 The Office Hours Strategy That Drives Pipeline 41:45 Advice for Founders Starting From Zero #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Gal Aga: LinkedIn Playbook That Drives 3M Views/Month for This SaaS CEO 52:16

8 weeks ago52:16

52:16

Gal Aga is the co-founder and CEO of Aligned, a deal room platform used by teams at HubSpot, Salesforce, Intel, and more. In the last year, Gal went from a few thousand followers to 74,000+, gets up to 1M impressions per week, and attributes 65% of Aligned’s leads directly to LinkedIn. In this episode, Gal breaks down exactly how he writes high-performing posts, the system behind his three-post-per-week cadence, and how content became the foundation for hiring, expansion, and product-market fit. Topics we cover in this episode: - The system behind Gal’s 3M/month LinkedIn reach - How 65% of Aligned’s leads come from content - Writing posts that drive 400+ leads without ads - Gal’s exact weekly routine and how long each post takes - Building your narrative by testing in public - The difference between being a thought leader vs. having a strong POV - Why engagement hooks and polished writing still matter - Using LinkedIn to improve hiring, expansion, and even fundraising Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Gal: - LinkedIn: https://www.linkedin.com/in/galaga/ - Aligned: https://alignedup.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Gal’s Background & Aligned’s LinkedIn Strategy 01:20 From 0 to 74K Followers in 12 Months 03:15 How 65% of Leads Come from LinkedIn 05:40 The Business Case: Why Brand is Bigger than Channel 07:45 Content’s Hidden ROI: Hiring, Retention, Events, Funding 10:05 Gal’s Weekly Writing Workflow (Sun–Fri Breakdown) 13:20 Why Each Post Takes 2–3 Hours to Write 15:05 The Role of Hooks, Tone, and Authenticity 17:45 Comment Strategy, Engagement Cadence & Inbox Limits 20:20 How He Prioritizes What to Write (100+ Hook Bank) 24:30 The Anatomy of a Great Post: Hook, POV, Takeaway 27:30 Why Bullet Points and Contrarian turns into Scroll Stopper 30:10 What Makes Content Commentable (and Shareable) 32:30 The CTA Playbook Gal Uses in His Posts 35:00 Why Links Don’t Kill Reach (If the Post Is Good) 37:20 Newsletter Plans, Repurposing, and What’s Next 40:00 Gal’s Framework for Thought Leadership That Actually Performs 42:30 Advice for Founders Who Want to Start But Feel Behind #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Jason Fried: AI, Hiring, FOMO, Taste, Prioritizing, Writing & Growth 1:05:46

9 weeks ago1:05:46

1:05:46

Jason Fried is the co-founder of ⁨37signals the company behind Basecamp and HEY, and a pioneer of calm company building. In this episode, Jason explains why he doesn’t chase trends like AI, how 2-person teams launch new products inside 37signals, and what it really means to build with taste, not speed. Topics we cover in this episode: - Why Basecamp hasn’t added AI, and why that’s not a problem - How Jason avoids FOMO, even as trends explode - Why 37signals builds multiple products with just 60 people - What “product taste” really means—and how to hire for it - The future of craftsmanship in a world of AI - Jason’s unstructured workdays and creative flow - How he’d build if he started from scratch in 2025 - Why content ≠ content, and how writing built 37signals’ brand - When to ship vs. when to keep building Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Jason: - LinkedIn: https://www.linkedin.com/in/jason-fried/ - Basecamp: https://basecamp.com/ - Hey: https://www.hey.com/ - Books: https://basecamp.com/books - REWORK Podcast: https://youtube.com/playlist?list=PLwo5Hcps5IkBBAv1-_HPOMvC4Rn1p8lsQ&si=7tq91JJ-GS4pgY1v Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Why Basecamp hasn’t added AI, and how Jason thinks about it 03:20 Avoiding FOMO and chasing trends 05:50 What Jason would do if he had to start from scratch 08:00 Making multiple products with just 60 people 10:18 How 2-person teams launch new tools at 37signals 12:00 The story of a product they killed—and why 14:30 Does SaaS still have room for new ideas? 16:15 The real opportunity: simpler software 18:30 Why trades might be the most future-proof jobs 20:05 The future of craftsmanship in an AI world 22:10 Jason’s spontaneous workdays and unstructured flow 24:45 What makes a good day at work 26:15 When to ship vs. when to keep building 30:00 How to make decisions without chasing competitors 33:00 Why Jason hates the term “content” 34:45 Writing, trust, and brand building the 37signals way 37:00 Redesigning products without alienating your users 39:30 Jason’s philosophy on culture: it emerges, not planned 43:00 Taste, talent, and how 37signals hires designers 49:00 What taste really means—and how to spot it 51:30 Jason’s favorite products: from V-Drums to a 1978 Porsche 54:00 Why legacy doesn’t matter (and ego does) 56:30 What Jason would prioritize if building a village 63:00 New book teaser: Make It Up As You Go Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
How to Launch a LinkedIn Employee Advocacy Program with Dreamdata’s CMO Steffen Hedebrandt 45:47

12 weeks ago45:47

45:47

Steffen Hedebrandt is the co-founder and CMO of Dreamdata, a B2B attribution and activation platform powering go-to-market insights for B2B companies.Dreamdata is 60 people strong, split between Copenhagen and New York, and they’ve built one of the most consistent employee advocacy motions in SaaS. It all started with a viral LinkedIn post from one AE and turned into a repeatable system that drives awareness, attribution insights, and revenue.In this episode, Steffen shares how they turned 300,000 impressions into a company-wide habit, how they operationalize social selling without being “corporate,” and what it takes to scale LinkedIn content into an always-on revenue channel.Topics we cover in this episode:- How one viral post kicked off Dreamdata’s LinkedIn motion- Turning 300K impressions into a repeatable team playbook- What most companies get wrong about employee advocacy- Steffen’s rules for team buy-in, incentives, and sustainable posting- Why the best posts aren't about reach but relevance- How to track impact without obsessing over attribution -The role of “thought leader ads” in Dreamdata’s GTM strategy- What the future of content looks like in an AI-saturated worldDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with Steffen:- *LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/- Dreamdata: https://dreamdata.io/Connect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Building Dreamdata’s LinkedIn Motion from Day One02:15 The Post That Sparked a Teamwide Strategy04:00 How a Chris Walker Comment Turned Into Pipeline06:10 From 300K Impressions to a Cultural Shift08:00 Why Fun, Not Enforcement, Drives Employee Buy-in10:12 How to Incentivize Employees to Post—Without Killing the Vibe12:00 Self-Interest vs. Company Interest: What Makes Posting Sustainable14:00 When to Post for Reach vs. Pipeline16:10 What to Track (And What to Ignore) with Organic Attribution18:15 26K Followers Isn’t the Goal—Owning Distribution Is20:00 Posting with 12 Likes Is Part of the Game22:00 Quantity vs. Quality: Should You Spend 2–3 Hours on a Post?24:30 How to Win in a Winner-Take-All Algorithm26:15 What Happens When Employees Build Too Much Influence?28:30 Every Growth Tactic Stops Working Eventually30:00 AI Makes Generic Content Useless—Here’s What Still Works32:30 Proprietary Data + Real POV = The Future of Content35:00 Why Human Touch and Community Will Win Long-Term37:15 How Dreamdata Turns Organic Hits Into Paid Ads40:00 The Role of Dreamdata’s Weekly LinkedIn Live Show43:00 Their Allbound Strategy: From Content to CRM#linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy…

The Founder-Led Marketing Show

1
Amos Bar-Joseph: This SaaS CEO is scaling to $10M ARR per FTE using AI Agents & Founder-Led Content 41:56

13 weeks ago41:56

41:56

Amos Bar-Joseph is the co-founder and CEO of Swan AI, a go-to-market automation platform powered by AI agents. In just 9 weeks, Swan went from zero to $1M ARR, with no sales team, no paid marketing, and no employees beyond the three co-founders. In this episode, Amos breaks down how he used LinkedIn to drive 100% of their pipeline, how he turned content into a system, and why movements outperform personal brands. Topics we cover in this episode: - Scaling to $1M ARR in 9 weeks with just 3 founders - Why Amos rejected the unicorn playbook - From 2K to 20K followers: the system behind his LinkedIn growth - How Swan uses AI agents to generate pipeline, without cold outbound - The “challenge the challenger” narrative strategy explained - Why a movement is bigger than brand (and how to build one) - How to write content that goes viral and turns into revenue - The internal AI stack that powers Swan’s GTM Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Amos: - LinkedIn: https://www.linkedin.com/in/amos-bar-joseph-5a665a142/ - Swan AI:https://www.getswan.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Building Swan AI → $1M ARR in 9 Weeks 02:15 The anti-unicorn playbook: scaling with intelligence 04:45 Why Swan only has 3 people—and plans to keep it that way 06:40 The birth of the “autonomous business” movement 09:00 From 2K to 20K followers in 9 weeks (and how it happened) 11:12 Founder-led marketing vs. movement-led marketing 13:24 The “challenge the challenger” narrative strategy 15:06 Why credibility comes from what you’re doing now, not your past 17:10 Writing viral content: structure, systems, and smart hooks 20:25 Launch playbook: how Amos engineered momentum from day one 24:50 Becoming a broker of belief, not just a source of opinions 27:32 Writing process: AI collaboration, prompts, and iterations 30:00 Pillars, lenses, and how to always have something to say 32:36 Turning impressions into pipeline with AI agents 34:20 The LinkedIn-to-revenue system: observer, connector, hunter 36:30 Why comments, DMs, and replies matter more than you think 38:30 What it takes to hit $10M ARR per founder 40:15 Swan’s new operating system: replacing org charts with workflows #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy…

The Founder-Led Marketing Show

1
Rand Fishkin: Calm Growth, Brand Power & Life After Moz 37:48

14 weeks ago37:48

37:48

Rand Fishkin is the co-founder of SparkToro and previously built Moz to $50M ARR—before stepping away and rethinking everything about how he works, hires, and grows a company. Today, SparkToro is a 3-person, profitable SaaS business doing $1.5M+ in revenue, and it’s intentionally calm: no cold calls, no demos, and no aggressive sales playbooks. In this episode, Rand explains how to grow sustainably without chasing scale, how he leveraged brand to jumpstart SparkToro, and why product, not integrations, features, or funnels, is the real growth engine. Topics we cover in this episode: Why SparkToro doesn’t offer demos and still grows fast How Rand built a waitlist of 14,000+ on day one The tradeoffs of calm growth: fewer integrations, higher churn How to design a business around what you’re good at What Rand would do differently if starting today Why founder-led marketing still works—and how to scale it Rand’s take on AI, competitive risk, and moving slowly on purpose Product-market fit is a journey, not a destination Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Rand: LinkedIn: https://www.linkedin.com/in/randfishkin/ SparkToro: https://sparktoro.com/ Rand’s book - Lost and Founder: https://www.amazon.com/Lost-Founder-Rand-Fishkin/dp/0735213321 Snackbar Studio: https://snackbarstudio.com/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters: 00:00 Building Moz to $50M ARR → Starting Over at SparkToro 01:35 Founder strengths, weaknesses, and designing around them 04:10 Why Rand stopped taking sales calls (and what happened) 07:12 Hiring for cultural fit, not just talent 09:24 Intentional product limits—and accepting churn 12:30 The “rules for business life” Rand wrote before SparkToro 14:15 Why calm companies make better decisions 17:21 Product is 80%. Here’s what the rest looks like 19:37 Do you need a founder-led marketing motion? 22:20 Building brands without being the face 25:08 Launch strategy: how Rand got 14,000 waitlist signups 26:22 What changed after Rand’s Moz exit windfall 28:01 Is financial comfort a requirement for calm growth? 30:26 How Rand would grow SparkToro if he started at zero 31:27 The role of content, Reddit, YouTube, and cross-posting 34:36 Why Reddit is a B2B marketing cheat code 36:14 Should technical founders learn marketing, or just hire? 38:58 SparkToro vs. SnackBar: building in different industries #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedinads #linkedinagency #founderbranding #demandgeneration #demandgen #content #b2b #revenue #performancemarketing #videomarketing #personalbrandingcoach #aiagents #salesautomation #outboundsales #growthstrategy…

The Founder-Led Marketing Show

1
Garrett Mehrguth on $15M from LinkedIn Ads, Gift Cards, and Building the #1 SaaS Marketing Agency 48:48

17 weeks ago48:48

48:48

Garrett Mehrguth is the founder and CEO of Directive, one of the largest B2B SaaS marketing agencies in the world. In 2013, he started the company with Fiverr gigs. Today, it’s generating over $25M in revenue and working with brands like ZoomInfo, Wiz, and Stack Overflow. In this episode, Garrett breaks down how they generated $15M in revenue using LinkedIn ads and a gift card strategy that scaled to 6,800 sales calls. He shares his full TAM-based playbook, the psychology behind using incentives without losing trust, and why copy is still the biggest unlock in B2B. We also get into why he spun out Ape (a LinkedIn ads agency), how he balances performance with brand, and his mindset on writing every day—even while running a 200-person company. Topics we cover in this episode: - The exact gift card campaign that generated $15M in pipeline - Why Garrett spends $100+ per lead on LinkedIn—and why it works - The TAM-based playbook for building a high-performing ad strategy - Why outbound isn't dead—and SDRs can't match conversation ads - How to use AI + regression analysis to identify high-LTV accounts - The biggest mistakes people make with copy, hooks, and bidding - Why your product (not the gift card) must close the deal - Garrett’s philosophy on writing, brand building, and founder-led content Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Garrett: - LinkedIn: https://www.linkedin.com/in/garrettmehrguth/ - Directive: https://directiveconsulting.com/ Connect with me: - LinkedIn:https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast:https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Garrett’s Background & Building Directive to $25M+ 02:15 How the $15M LinkedIn Gift Card Campaign Started 04:45 Why This Works Even with Zero Intent 07:10 Building TAM-Based Campaigns with AI & Regression 09:32 How They Landed 6,800 Sales Calls from Their Target List 12:10 How to Use Gift Cards Without Wasting Budget 14:38 Conversation Ads vs. SDR Teams (And Why They Win) 17:40 Why It’s Not Bribery—It’s Efficient Marketing 20:04 How Garrett Burned $1M to Crack LinkedIn Ads 22:26 Coaching Reps, Building Decks, and Making the Sales Process Work 24:00 Lifecycle Stage Analysis by Rep (Not Just by Channel) 26:10 Copywriting Tips: Hooks, Offers & Subject Lines That Convert 29:08 Why You Should Bid More (and Stop Under-Spending) 30:52 Beyond Gift Cards: High-Value Offers That Actually Scale 32:21 The Role of Retargeting, Sponsored Content & Brand Awareness 33:45 Don’t Be Better. Be Different. 36:57 How to Find a Differentiated POV in a Saturated Market 38:58 Why He Launched Ape as a Spinout from Directive 40:44 Verticalization, Product Strategy & The Future of Service Businesses 42:36 Why Garrett Writes Every Day (And How He Does It at Scale) 44:51 How LinkedIn Content Changed His Career (After 12 Years) 47:02 Final Advice: Go Deeper. Don’t Abandon Channels Too Early. #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy…

The Founder-Led Marketing Show

1
Darren McKee: This Approach to LinkedIn Allowed Him to Get 133k Followers and a 50K/MO Solo Business 50:47

18 weeks ago50:47

50:47

Darren McKee is the founder of Darren McKee Co., a social selling training business built on real relationships, no automation, and content that breaks every LinkedIn best practice. After years in software sales, Darren now teaches sales teams and entrepreneurs how to build community, drive revenue, and win with human-first outbound. Topics we cover in this episode: - How Darren built a training business through real relationships - The exact system he uses for DMs, comments, and content daily - Why he never uses automation tools—and what he does instead - Why outbound isn’t dead—and how Darren closes deals in the DMs - The “teach vs. tell” filter he uses for every post - How to follow up 27 times without sounding like a bot - The reason he breaks all the LinkedIn “rules” (and why it works) - Darren’s 4 content pillars & how he thinks about personal brand Perfect for: - Founders and sellers building an audience on LinkedIn - Sales teams looking to replace automation with human-first outreach - Entrepreneurs wanting to build real community and long-term trust - Operators thinking long-term about structure, incentives, and scale Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Darren: - LinkedIn: https://www.linkedin.com/in/darrenmckeesales/ - Darren McKee Co: https://darrenmckee.co/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Darren’s Background & What He’s Building Now 02:15 How He Built Raving Fans on LinkedIn 05:05 Why He Breaks All the LinkedIn Best Practices 08:45 Pitching in Every Post—Without Apologizing for It 11:30 Real Sales Advice: What to Do When You’re Not Great at Everything 14:20 The System Behind His Daily DM & Comment Routine 17:40 Outbound Isn’t Dead—You’re Just Doing It Wrong 20:30 How He Follows Up 27 Times (Without Automations) 24:00 Scaling Without Sequences: Why It Still Works in 2024 27:10 How to Use Video, Audio & DMs the Right Way 30:20 Darren’s Advice for Time-Boxed LinkedIn Creators (10/30/60 min/day) 34:50 How Comments Drive Reach & Build Trust 36:40 Darren’s “Teach vs. Tell” Filter for Better Content 39:10 The 4 Pillars of His Content Strategy 42:00 How to Avoid Being Cringe (Even When Posting About Beer) 44:15 Vulnerability, Hate Comments & Going Viral for the Wrong Thing 47:00 Posting Multiple Times a Day (and Why He Ignores the Rules) 49:15 The Truth About Followers, Engagement, and Going Viral #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy…

The Founder-Led Marketing Show

1
Jacco van der Kooij: 3 Ways SaaS Founders Need to Implement AI in Their GTM in 2025 37:24

28 weeks ago37:24

37:24

Jacco van der Kooij is the founder of Winning by Design. Winning By Design helps customer to design, build and scale their sales efforts. We talk about how GTM strategies have changed over the years, the impact of AI on revenue and many other topics like: - The Future of Go-to-Market Strategies - AI's Role in Revenue Generation - The Importance of Brand Trust - The Evolution of Marketing Skills for Founders - Intuition vs. Data in Marketing - Common Pitfalls in Go-to-Market Strategies Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect withJ acco: Jacco’s Linkedin: https://www.linkedin.com/in/jaccovanderkooij/ Winning by Design: https://winningbydesign.com/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters Introduction to Winning by Design (00:00:00) The Future of Go-to-Market Strategies (00:03:07) AI's Role in Revenue Generation (00:06:00) Understanding AI's Capabilities (00:08:52) The Importance of Brand Trust (00:12:06) Founder-Led Marketing: A Double-Edged Sword (00:14:54) The Evolution of Marketing Skills for Founders (00:18:08) Data-Driven Decision Making in Sales (00:21:00) Intuition vs. Data in Marketing (00:24:13) Common Pitfalls in Go-to-Market Strategies (00:26:57) Building Relationships in a Digital Age (00:29:46) The Future of Events and Conferences (00:33:01) #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
How This 1M+ Arr SaaS Founder Made LinkedIn Their Biggest Lead Channel 40:10

29 weeks ago40:10

40:10

Alyona Mysko is the founder and CEO of Fuelfinance. This all-in-one FP&A solution combines technology with human touch to help startups and small businesses better manage their finances. Alyona is a CFO turned entrepreneur and she helps startup founders making their finance function efficient. Alyona believes that financial management is too old for a new economy, and it doesn't take pace with modern business. We talk about how she made LinkedIn her biggest lead channel and many other topics like: - Transitioning from Service to Product - Her LinkedIn Strategy for Growth - Inspiration for Content Creation - Finding the Right Posting Frequency - Measuring Success and Setting Expectations - Innovative Approaches to Founder-Led Marketing Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with Alyona: Alyona’s Linkedin: https://www.linkedin.com/in/alyona-mysko/ Fuelfinance: https://fuelfinance.me Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters Introduction to Fuelfinance - 0:00 Transitioning from Consulting to SaaS - 2:50 The Importance of Co-Founders in Startups - 6:01 Leveraging LinkedIn for Lead Generation - 9:07 Building Credibility and Partnerships on LinkedIn - 12:09 Content Strategy and Posting Frequency on LinkedIn - 14:55 Tools and Resources for Effective Content Creation - 18:00 Analyzing Content Performance and Engagement - 20:49 The Role of Personal Branding in Business - 24:03 Innovative Marketing Strategies and Founder-Led Marketing - 26:55 #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
How This SaaS Founder Used LinkedIn to Double ARR to $2.8m in 2024 42:27

29 weeks ago42:27

42:27

Stuart Chaney is the founder and CEO of Rivo, a retention platform built for shopify. Rivo converts one-time buyers into repeat customers. Since 2016, he generated over $22,000,000 in revenue from the Shopify App Store, with zero funding, and a sales & marketing spend of under 3%. We talk about how he used LinkedIn to double his ARR to 2.8m in 2024, with specific insights around: - Transitioning from Shopify to LinkedIn Visibility - The Strategy Behind LinkedIn Posts - Understanding LinkedIn Algorithms and Posting Strategies - The Impact of Transparency on Growth and Competition - Navigating the Challenges of Sharing the Secret Sauce Introduction to Revo and Stuart Cheney - 00:00 Transitioning from Shopify to LinkedIn Visibility - 02:48 Building in Public: The Strategy Behind LinkedIn Posts - 06:07 Leveraging X for E-commerce Engagement - 08:49 Understanding LinkedIn Algorithms and Posting Strategies - 12:07 The Impact of Transparency on Growth and Competition - 15:13 Navigating the Challenges of Sharing the Secret Sauce - 18:06 Final Thoughts and Future Directions - 20:55 Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connec with Stuart: LinkedIn: https://www.linkedin.com/in/stu-chaney/ Website: https://www.rivo.io/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 Introduction to Revo and Stuart Cheney 02:48 Transitioning from Shopify to LinkedIn Visibility 06:07 Building in Public: The Strategy Behind LinkedIn Posts 08:49 Leveraging X for E-commerce Engagement 12:07 Understanding LinkedIn Algorithms and Posting Strategies 15:13 The Impact of Transparency on Growth and Competition 18:06 Navigating the Challenges of Sharing the Secret Sauce 20:55 Final Thoughts and Future Directions #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
LinkedIn Performance 2024: Lessons from 1.5M Impressions 45:59

30 weeks ago45:59

45:59

Strategic Lessons from 1.5M LinkedIn Impressions: I managed to double my impressions 2024 while posting less frequently. The whole experience has me reflecting on what "good" really means in terms of content. I analyze what actually moves the needle on LinkedIn for B2B SaaS companies. I break down the exact approach that doubled my impression rate, with specific insights around: - My mistakes and lessons learned - The importance of targeting the right audience - How to position technical solutions - Content strategy: quality over quantity - Engagement strategies for LinkedIn - The Importance of consistency Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters: Year in Review: Impressions and Insights - 00:00 Content Strategy: Quality Over Quantity - 02:48 The Power of Hooks and Engagement - 06:07 Mistakes and Lessons Learned - 08:52 Navigating B2B Content Creation - 12:08 Targeting the Right Audience - 14:58 The Importance of Consistency - 18:10 Leveraging Social Proof - 21:09 Engagement Strategies for LinkedIn - 23:52 Balancing Content for Talent and Customers - 27:04 Choosing the Right Marketing Channel - 30:02 Iterating for Success - 33:10 Final Thoughts and Future Directions - 35:48 #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Chris Walker’s 0-10M ARR Content Playbook 56:56

30 weeks ago56:56

56:56

Chris Walker is the CEO of Passetto, a Growth Advisory Firm for SaaS CEOs Scaling from $10MM - $100MM+. Chris helps CEOs and GTM Leaders accelerate growth rate, lower CAC & maximize enterprise value through go-to-market optimization. In this deep-dive conversation, Chris and I explored the realities of modern B2B marketing and what it takes to drive sustainable growth. We discussed how marketing success extends far beyond traditional metrics like leads and pipeline, and why marketing leaders need to develop strong business acumen to truly impact company performance. Chris shared his insights from Passetto's first year, including how they've adapted their strategies in response to AI's impact on content creation. He emphasized that while everyone's rushing to pump out content, the real differentiator is building genuine connections with customers and truly understanding their problems. We covered crucial topics like: - Why marketing investments need to be viewed through a financial lens - How unit economics should be a key target for marketing teams - The power of invite-only webinars for engaging qualified prospects - Why likes on social media often don't translate to business impact - The critical role of data architecture in revenue operations - How to build authentic content strategies that resonate with your audience Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with Chris: LinkedIn: https://www.linkedin.com/in/chriswalker171/ Passetto: https://www.passetto.com/ Podcast: https://www.youtube.com/watch?v=M3qbZH-0ysI&list=PLnkPVuIF6MO5FkU1c2trJiATku9VVAIhb Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters: Navigating the Complexities of B2B Marketing - 0:00 Lessons from the First Year of Passetto - 3:03 Evolving Content Strategies in the Age of AI - 6:08 Building a Unique Value Proposition - 8:51 The Importance of Customer Connection - 12:09 Adapting Strategies for Different Stages of Growth - 15:04 Finding and Defining Your Point of View - 17:51 The Role of Leadership in Customer Engagement - 21:10 Understanding Customer Problems - 29:08 The Evolving Role of Software Companies - 30:56 Data Architecture and Revenue Operations - 33:34 The Importance of Customer Connection - 36:16 Innovative Content Strategies - 38:23 The Art of Content Creation - 40:48 Authenticity Over Popularity - 46:45 Measuring Content Impact - 52:14 #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Adam Robinson’s Advice to Build a LinkedIn Founder Brand From 0 to 1 53:18

31 weeks ago53:18

53:18

Adam Robinson is the Founder & CEO of Retention.com, a $25M ARR SaaS company that turns anonymous shoppers into revenue. We talked about the importance of Founder-Led Marketing for business growth, the benefits of a founder brand, and many other topics like: - Who Should Consider Building a Founder Brand - Practical Steps to Get Started With Content Creation - The Long-Term Advantages of Engaging With an Audience and Creating Valuable Content - How to Find a Unique Angle to Resonate With Your Audience - Setting Realistic Expectations for Growth Don’t forget to subscribe to the podcast for more deep-dive conversations with industry leaders. If you enjoyed this episode, leave a review and share it with your network. Connect with Adam: Adam’s LinkedIn: https://www.linkedin.com/in/retentionadam/ RB2B: https://www.rb2b.com/ Rentention.com: https://retention.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
How This B2B Founder Built a 50,000+ Community With LinkedIn 50:24

31 weeks ago50:24

50:24

RevGenius is an online, free 45K+ community for sales, marketing, rev-ops, and customer success professionals. They offer an inclusive space to learn, share, and bond over the revenue industry experience. I talked to Jared Robin, the co-founder of RevGenius. We talked about the concept of audience-led growth, how founders can develop a unique point of view to differentiate themselves and many other topics like: - How to Build a Unique Point of View and Identifying Your Unique Perspective - Community vs. Audience: Understanding the Difference - Content Creation Strategies and Insights - The Importance of Building Relationships Over Numbers - Balancing Time and Effort in Growth Strategies Don’t forget to subscribe to the podcast for more deep-dive conversations with industry leaders. If you enjoyed this episode, leave a review and share it with your network. Connect with Jared: Jared's LinkedIn: https://www.linkedin.com/in/jaredrobin/ RevGenius: https://www.revgenius.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
The Fletch $100K/Month Linkedin Content Playbook w/ Anthony Pierri & Robert Kaminski 1:00:43

32 weeks ago1:00:43

1:00:43

Fletch offers product marketing for Early Stage B2B SaaS Startups. Fletch has helped over 300 startups discover their ideal product positioning and bring it to life on a newly crafted homepage. I talked to Anthony Pierri and Robert Kaminsiki, the co-founders of Fletch. We discuss why they are relying on LinkedIn for business growth, how they are creating engaging graphics and many other topics like: - Their Journey in Building a Personal Brand - How They Use LinkedIn for Business Growth - Content Creation Strategies and Insights - Their Approach to Attribution - The Power of Inbound Marketing Don’t forget to subscribe to the podcast for more deep-dive conversations with industry leaders. If you enjoyed this episode, leave a review and share it with your network. Connect with Fletch: Anthony's Linkedin: https://www.linkedin.com/in/anthonypierri/ Robert's Linkedin: https://www.linkedin.com/in/heyrobk/ FletchPMM: https://www.fletchpmm.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Founder-Led Sales & Marketing: Rob Snyder on Lessons Learned Scaling to $1M ARR 53:05

33 weeks ago53:05

53:05

Rob Snyder is the Founder of Reframe. He helps founders navigate the early, messy, founder-led sales stage, 0->$1M ARR. We discussed his journey from traditional business to startups, his insights on Founder-Led Marketing and many other topics like: - How to transition to Founder-Led Marketing - The importance of sales calls as feedback loops - Understanding Product Market Fit - The Leading Indicators of Retention - The Importance of Obsession in Marketing - Content Creation Strategies - How to Find Message Market Fit Don’t forget to subscribe to the podcast for more deep-dive conversations with industry leaders. If you enjoyed this episode, leave a review and share it with your network. Connect with Rob: Rob's Linkedin: https://www.linkedin.com/in/rsnyder1/ Rob's website: https://www.robsnyder.org/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Peep Laja: What It Takes to Do Founder-Led Marketing & Differentiate Your SaaS Startup 1:00:42

34 weeks ago1:00:42

1:00:42

Peep Laja is the CEO of Wynter. Wynter is an on-demand market research platform for B2B. They help leaders answer "what are their pain points?" and "what would make them buy from us?". In under 48 hours. We discussed the concept of Founder-Led Marketing, especially the importance of visibility and content creation for startups. Peep talks about the balance between time spent on content creation and other business responsibilities and many other topics like: - Why Founder-Led Marketing is essential for startups with limited resources - That a visible founder can have a significant impact on customer acquisition - Consistency and strong points of view are crucial for good content - That content pillars should align with business goals and adapt over time Don’t forget to subscribe to the podcast for more deep-dive conversations with industry leaders. If you enjoyed this episode, leave a review and share it with your network. Connect with Peep: Peep's LinkedIn: https://www.linkedin.com/in/peeplaja/ Wynter: https://wynter.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
A Marketing Director’s Playbook to Getting Her CEO Posting on LinkedIn 53:50

35 weeks ago53:50

53:50

Holly Pennington is the Marketing Director of MyWorkChoice. MyWorkChoice provides customized workforce solutions that give workers the flexibility they want while filling the shifts you need to meet production. We discussed the challenges she faced, getting her CEO to post on LinkedIn, and how they built on Todd's personal LinkedIn profile to drive business results for MyWorkChoice. She also explains why Founder-Led Marketing is becoming increasingly important and many other topics like: - Understanding the personality of your CEO is key to effective marketing - How using tools like Descript and ChatGPT can streamline content production - Increasing post frequency can be achieved by repurposing successful content - Setting realistic expectations for results is essential Don’t forget to subscribe to the podcast for more deep-dive conversations with industry leaders. If you enjoyed this episode, leave a review and share it with your network. Connect with Holly: Holly's LinkedIn: https://www.linkedin.com/in/holly-pennington/ Learn more about MyWorkChoice: https://myworkchoice.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
The HockeyStack Playbook Generating $150K+ ARR and 3M LinkedIn Impressions Every Month 49:01

36 weeks ago49:01

49:01

Emir Atli is the CRO of HockeyStack. HockeyStack helps marketing and sales teams prioritize the right campaigns, channels, and accounts at the right time to accelerate revenue. We discuss Hockey Stack's evolution, how Emir uses LinkedIn as a growth channel, and the nuances of marketing strategies like Account-Based Marketing (ABM) and influencer marketing. He also shares practical insights on building a following, handling criticism, and celebrating small wins while staying focused on long-term goals and many other topics like: - His Content Strategy and LinkedIn Engagement - Building a Personal Brand and Effective Outreach - Influencer Marketing: Approaches and Best Practices - Navigating Hate and Building Resilience in Marketing - How to Find Your Voice on LinkedIn Don’t forget to subscribe to the podcast for more deep-dive conversations with industry leaders. If you enjoyed this episode, leave a review and share it with your network. Connect with Emir: Emir on LinkedIn: https://www.linkedin.com/in/emircatli/ Learn more about Hockey Stack: https://hockeystack.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Why This Early-Stage SaaS Founder Is So Bullish on Founder-Led Marketing 47:03

37 weeks ago47:03

47:03

In this episode, I chat with Nico Ferreyra, founder and CEO of Default, about the practical side of founder-led marketing and why it’s such a game-changer for startups. Default is helping companies scale faster with an integrated GTM orchestration suite. Nico shares his experience building Default, the challenges of positioning a product, and why founders need to be hands-on when it comes to connecting with their audience. We cover why building an audience early on platforms like LinkedIn can make a huge difference, how sharing insights can drive real engagement, and what Default’s content strategy looks like moving forward. We also talk about: - The Journey of Founder-Led Marketing - Benefits and Challenges of Founder-Led Marketing - The Importance of Building an Audience on LinkedIn Nico's Linkedin: https://www.linkedin.com/in/nicoaferr/ Default: https://www.default.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Godard Abel: Lessons from Scaling to $100M+ ARR (CEO of G2) 50:39

38 weeks ago50:39

50:39

I talked to Godard Abel, Co-Founder and CEO of G2. G2 is the leading software review platform and marketplace with over 2 million reviews read by over 5 million tech buyers every month After scaling G2 to $100M+ ARR Godard shares his insights and talks about: - Strategic Focus as a CEO - GTM Strategies - The Importance of Founder-Market Fit - Why he loves Founder-Led Marketing - Navigating SaaS Categories and Market Positioning - The different Company Growth Stages - How to Raise Funds for First-Time Founders - Bootstrapping vs. Fundraising in Today's Market Godard's Linkedin: https://www.linkedin.com/in/godardabel/ G2: https://www.g2.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
This SaaS CEO’s GTM Insights After Analyzing $57B of Sales Pipeline 48:45

39 weeks ago48:45

48:45

I talked to Guy Rubin, Founder and CEO of Ebsta. Ebsta is the AI-first revenue platform. They guarantee to improve rep quota attainment in the first 6 months and improve the accuracy of your forecast to within 10% of your number. After analyzing $57b of salespipline Guy shares his GTM insights and talks about: - The Widening Gap in Sales Performance - The Big Mistakes Sales Leaders Make - How to Engage C-Level Executives - Navigating the Future of AI in Go-to-Market Strategies - The Future of Traditional Marketers in SaaS Guy's Linkedin: https://www.linkedin.com/in/rubinguy/ Ebsta: https://www.ebsta.com/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Jason Fan: Lessons from Growing a 200-people SaaS in the HR Tech space 47:08

19 weeks ago47:08

47:08

Jason Fan is the co-founder and CEO of Forma, a flexible employee benefits platform trusted by companies like Microsoft, Etsy, TripAdvisor, and New Balance. Since launching in 2017, Forma has scaled to over 200 employees and helped define an entirely new category—Lifestyle Spending Accounts (LSAs). In this episode, Jason breaks down how they landed Microsoft early in their journey, what it actually takes to win in enterprise, and why they debated for months whether to even pursue the deal. Topics we cover in this episode: - Why traditional employee benefits are broken and how LSAs fix it - How Forma landed Microsoft as a customer just 2 years in - The risks of going enterprise too early—and how to mitigate them - What a team sport sales really looks like inside a startup - Why product requests ≠ good product strategy - How to build defensibility through customer experience, not features - Jason’s approach to founder-led content and LinkedIn awareness - Lessons from category creation in a slow-moving industry Perfect for: - SaaS founders building in traditional or slow-moving industries - GTM and sales leaders navigating the jump to enterprise - Product founders learning to say no to feature creep - Anyone trying to educate a market and build a new category Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Jason: - LinkedIn: https://www.linkedin.com/in/jasonfan1203/ - Forma: https://www.joinforma.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Introduction and Jason’s Background 01:40 Why Employee Benefits Are Broken 04:55 How Lifestyle Spending Accounts Work 08:10 Inventing a New Category—Before the Term Existed 10:30 What Triggered the HR Benefits Shift Post-COVID 13:41 How Forma Landed Microsoft as a Customer 16:50 Enterprise Sales as a Team Sport 19:00 Should You Bet Your Startup on One Big Logo? 21:20 When Enterprise Product Requests Derail the Roadmap 23:28 The Difference Between Scalable vs. Custom Feature Work 27:36 Why Customer Experience is a Moat 30:20 Building Products for End Users—Not Just Buyers 32:25 Product vs. Relationship: When Not to Build a Feature 34:25 Advice for SaaS Founders Entering HR 36:21 How Forma Is (Carefully) Exploring AI 38:05 What HR Teams Actually Care About with AI 39:59 Founder-Led Marketing & Jason’s LinkedIn Strategy 42:10 The Process Behind Jason’s LinkedIn Content 43:46 Why Content Helps Own the LSA Narrative 45:25 Closing Thoughts & Why HR Is a Great Space to Build #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy…

The Founder-Led Marketing Show

1
How Michael Maximoff Scaled Belkins to $15M: Retention, Pricing & Profitability 37:30

20 weeks ago37:30

37:30

Michael Maximoff co-founded Belkins, a $15M/year appointment-setting agency that’s grown into one of the most efficient and well-run ops in the space. Alongside the agency, Michael also helped launch Folderly, a SaaS product born out of Belkins' internal needs. In this episode, Michael shares why retention is the real growth lever for agencies, how to build a comp structure that drives accountability, and why the dream of 50% profit margins is mostly a myth. He also breaks down what most agency founders get wrong when trying to launch a product and what he'd do differently today. Topics we cover in this episode: - Why retention and not acquisition, is what actually scales agencies - How to structure account manager compensation for maximum LTV - Why smaller agencies struggle more with client churn - The myth of 50% profit margins—and what’s realistic instead - Building a calm, profitable agency vs. chasing top-line growth - What to know before launching a SaaS product from your agency - Why your internal tools might be your best product idea - How to think about equity, ownership, and hiring a “#2” early Topics that we are covering in this episode: - The biggest growth levers behind scaling to $3M ARR - How Frank dominated LinkedIn to drive early traction - Why founder-led marketing works—but why it isn’t enough long-term - How AI agents and automation are reshaping outbound sales - Why Salesforge launched multiple products in parallel instead of a single brand - The playbook for building an ecosystem of SaaS tools - Scaling from 3 founders to 40 employees in 12 months - The right way to transition from founder-led growth to scalable marketing Perfect for: - Agency founders looking to improve retention and margins - Entrepreneurs considering the leap from services to software - SaaS builders who want to avoid common product spin-out mistakes - Operators thinking long-term about structure, incentives, and scale Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Michael: - LinkedIn: https://www.linkedin.com/in/michael-maximoff/ - Belkins: https://belkins.io/ - From Zero to Agency Hero Newsletter: https://www.fromzerotoagencyhero.com/ Connect with me: - LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters 00:00 Introduction and Michael’s Background 01:10 Why Retention is the #1 Metric for Agencies 03:00 The Revenue-Sharing Model for Account Managers 06:15 Aligning Incentives with Client Success 08:30 Building an Ownership Culture in Account Management 11:10 Setting North Star Metrics and Client KPIs 14:00 The Myth of 50% Profit Margins 16:30 Why Small Agencies Struggle with Churn 20:00 How to Build a Calm, Profitable Agency 23:00 Scaling from $1M to $5M: The Key Levers 26:00 Finding and Growing Your #2 Operator 28:00 What to Know Before Spinning Out a SaaS Product 31:00 The Mistake Most Founders Make When Building Products 33:00 Building Tools Your Agency Can’t Live Without 35:00 Why Most SaaS Companies Don’t Make Real Money 36:30 Final Thoughts and Michael’s Newsletter #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy…

The Founder-Led Marketing Show

1
How This SaaS CEO Built a $3M ARR Ecosystem in Just 12 Month Without a Sales Team 50:52

21 weeks ago50:52

50:52

Frank Sondors is the co-founder and CEO of Salesforge, a platform that blends AI agents and human sales teams to maximize pipeline generation. In just 12 months, Salesforge scaled from 0 to $3M ARR without a massive sales team. In this episode, Frank breaks down the biggest levers behind that rapid growth, why founder-led marketing was essential in the early days, and how his team is building an AI-powered sales ecosystem instead of a traditional SaaS tool. He also shares the mindset and execution strategies behind scaling multiple products in parallel, optimizing founder-led marketing, and when to transition beyond it as a company grows. ### *Topics that we are covering in this episode:* - The biggest growth levers behind scaling to $3M ARR - How Frank dominated LinkedIn to drive early traction - Why founder-led marketing works—but why it isn’t enough long-term - How AI agents and automation are reshaping outbound sales - Why Salesforge launched multiple products in parallel instead of a single brand - The playbook for building an ecosystem of SaaS tools - Scaling from 3 founders to 40 employees in 12 months - The right way to transition from founder-led growth to scalable marketing ### *Perfect for:* - SaaS founders looking to scale revenue without a large sales team - B2B sales leaders navigating AI and automation in pipeline generation - Entrepreneurs figuring out how to transition beyond founder-led sales Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! ### *Connect with Frank:* - *LinkedIn:* https://www.linkedin.com/in/franksondors/ - *Salesforge:* https://www.salesforge.ai/ ### *Connect with me:* - *LinkedIn:* https://www.linkedin.com/in/finnthormeier/ - *Website:* https://www.project33.io/ - *Podcast:* https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH ### *Chapters* 00:00 Introduction and Frank’s Background 03:10 The AI Sales Revolution: Why Salesforge Exists 06:00 Scaling to $3M ARR in 12 Months—Without a Sales Team 08:48 The Founder-Led Marketing Playbook for Early Growth 11:59 Why LinkedIn Domination Was Critical for Scaling 14:45 Running Multiple SaaS Products Instead of One 21:08 The Power of AI Agents and Automation in Sales 27:20 How to Transition from Founder-Led to Scalable Growth 30:09 The Role of SEO, Affiliate, and Word-of-Mouth Growth 33:02 Building a Modular SaaS Ecosystem Instead of a Single Product 35:49 Why AI Agents Won’t Replace Sales Teams—But Will Change Them 39:02 How Salesforge is Reducing the Cost of Sales Teams 41:49 The Future of AI-Powered Sales and Go-To-Market Strategies #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy…

The Founder-Led Marketing Show

1
The LinkedIn Allbound Playbook Generating 250+ Demos & 1,000+ Signups/Month for this SaaS Founder 51:48

21 weeks ago51:48

51:48

Bethany Stachenfeld is the co-founder and CEO of Sendspark, a SaaS platform that helps businesses create personalized videos at scale using AI. Since launching in 2019, SendSpark has grown into a go-to tool for sales teams looking to increase engagement and efficiency in outreach. In this episode, Bethany shares how she’s leveraged founder-led marketing to build SendSpark, scale her audience to over 25,000 LinkedIn followers, and generate thousands of signups per month. She breaks down the workflow strategies, automation tools, and signals she tracks to convert content engagement into warm outbound leads. ### *Topics that we are covering in this episode:* - How AI is changing video personalization in sales and marketing - The impact of founder-led marketing on brand growth - Bethany’s process for consistently posting high-value content - The automation stack she uses to scale outreach and engagement - How to track and convert social engagement into revenue - The role of video in outbound sales and why it works - Lessons from scaling a SaaS company in a competitive market ### *Perfect for:* - SaaS founders and marketing leaders looking to leverage founder-led marketing - Entrepreneurs curious about AI-powered personalization in sales - Business leaders exploring outbound sales automation - Marketers and sales teams who want to increase engagement with video Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! ### *Connect with Bethany:* - *LinkedIn:* https://www.linkedin.com/in/bethany-stachenfeld/ - *Sendspark:* https://www.sendspark.com/ ### *Connect with me:* - *LinkedIn:* https://www.linkedin.com/in/finnthormeier/ - *Website:* https://www.project33.io/ - *Podcast:* https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH ### *Chapters* 00:00 Introduction and Bethany’s Background 03:10 How AI is Changing Video Personalization 06:00 The Founder-Led Marketing Playbook 08:48 Turning Social Engagement into Revenue 11:59 Automating Outreach Without Losing Authenticity 14:45 Scaling a SaaS Company with Founder-Led Growth 21:08 The Role of Video in Sales and Marketing 27:20 The Tools and Tech Stack Behind SendSpark’s Growth 30:09 Best Practices for Outbound Sales Using AI 33:02 The Future of AI in Sales and Marketing 35:49 Common Mistakes in Founder-Led Marketing 39:02 What’s Next for SendSpark #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Is Founder-Led Marketing Setting Your Company Up for Failure? 54:21

22 weeks ago54:21

54:21

Frank Grillo is a veteran B2B marketing leader. After his 30+ year career as a CMO in IT and Telecoms, he quit his job, moved to Italy and started his own distillery (talk about something cool!!!) In this episode, Frank shares how SaaS companies can avoid messaging pitfalls, and what it really takes to reach the right customers. He also breaks down the biggest lessons from failed SaaS companies, the role of AI in business strategy, and what marketing and distilling have in common. We get into: - The Challenges of Founder-Led Marketing - Why SaaS Companies Struggle with Messaging & Growth - Understanding Customer Needs (feat. The Milkshake Analogy) - When & How to Transition Beyond Founder-Led Marketing - Lessons from Failed SaaS Companies - The Role of AI in Business & Marketing Strategy - Frank’s Journey from SaaS to Distilling Perfect for: Founders, marketers, and B2B SaaS leaders who actually want to move the needle and aren’t afraid to do things differently. Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Frank: Frank’s LinkedIn: https://www.linkedin.com/in/frgrillo/ Altamura Distilleries: https://www.altamuradistilleries.com/en/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters: 00:00 The Journey from B2B Marketing to Distilling 03:10 Challenges of Founder-Led Marketing 06:00 The Milkshake Example: Understanding Customer Needs 08:48 Transitioning from Founder-Led to Broader Marketing 11:59 The Importance of Language in Marketing 14:45 Case Studies: Lessons from Failed SaaS Companies 21:08 The Role of Founders in Scaling Businesses 27:20 Evolving Marketing Strategies for SaaS Companies 30:09 The Role of Founder-Led Marketing 33:02 Identifying the Right Founders for Marketing 35:49 Breaking Norms in Founder-Led Marketing 39:02 Understanding Market Opportunities and Risks 41:49 Transitioning from Marketing to Distilling 49:50 Leveraging AI in Business Strategies #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #businessgrowth #entrepreneurship #personalbranding #AIinbusiness #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
How this B2B Founder Generated 1.6M Views and $1M+ ARR from LinkedIn in 2024 for his Ecom SaaS 34:11

22 weeks ago34:11

34:11

Ben Sharf is the co-founder and co-CEO of Platter, a profitability toolkit designed for Shopify brands. Before founding Platter, Ben worked at GoPuff, where he gained deep insights into e-commerce operations. In this episode, Ben shares his transition into entrepreneurship, the power of founder-led marketing, and the lessons he’s learned from consistently creating content online. He talks about how podcasts have become an unexpected growth lever, why authenticity is key in content creation, and how simplifying complex ideas can drive engagement. ### *Topics that we are covering in this episode:* - Ben’s journey from GoPuff to launching Platter - Lessons from a year of consistent LinkedIn content - The power of authenticity in founder-led marketing - How podcasts help build relationships and business opportunities - Overcoming insecurities in content creation - The role of content in hiring and investment opportunities - Why simplifying complex ideas makes content more engaging ### *Perfect for:* - Founders and operators in e-commerce and SaaS - Entrepreneurs looking to build a personal brand through content - Business leaders exploring podcasting as a marketing tool - Startup founders navigating early-stage marketing and growth Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! ### *Connect with Ben:* - *LinkedIn:* https://www.linkedin.com/in/ben-sharf-b554a5b3/ - *Platter:* https://www.platter.com/ ### *Connect with me:* - *LinkedIn:* https://www.linkedin.com/in/finnthormeier/ - *Website:* https://www.project33.io/ - *Podcast:* https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH ### *Chapters* *00:00* Introduction and Background *08:51* Insights from a Year of Content Creation *14:26* The Role of Podcasting in Founder Marketing *19:45* The Role of Content in Business Growth *26:47* The Power of Simplifying Complex Ideas *33:09* Navigating the Pressure of Content Creation #linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Dave Gerhardt’s Top Advice on Building a Founder Brand in 2025 53:31

23 weeks ago53:31

53:31

Dave Gerhardt is the Founder of Exit Five and a marketing leader known for helping scale some of the fastest-growing B2B SaaS companies. With a background that includes key roles at Drift and Privy. In this episode, Dave shares his insights on building a powerful personal brand as a founder, the importance of differentiation in a crowded SaaS market, and why consistency and quality in content creation are essential. He also talks about leveraging audience feedback, the role of storytelling in marketing, and how to build a strong online presence and community that amplifies your brand message. We get into: - The Evolution of Founder Branding - Differentiation in a Competitive Landscape - Building a Personal Brand as a Founder - Consistency and Quality in Content Creation - Finding Your Niche and Standing Out - Innovative Marketing Strategies for Founders - Storytelling and Copywriting as Key Marketing Skills Perfect for: Founders, marketers, and B2B SaaS leaders who actually want to move the needle and aren’t afraid to do things differently. Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing! Connect with Dave: Dave's LinkedIn: https://www.linkedin.com/in/davegerhardt/ Exit Five: https://www.exitfive.com/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters: 00:00 The Evolution of Founder Branding 02:46 Differentiation in a Competitive Landscape 05:57 Building a Personal Brand as a Founder 08:50 The Importance of Consistency and Content Quality 11:50 Finding Your Niche and Standing Out 15:10 Leveraging Feedback and Signals for Growth 17:51 Creating a Unique Value Proposition 21:06 The Role of Community in Brand Building 28:51 Innovative Marketing Strategies for Founders 32:34 The Importance of Differentiation in SaaS 35:50 Iterative Learning and Customer Feedback 38:48 The Art of Storytelling in Marketing 44:48 Building an Online Presence and Community #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
From VP at Twilio to AI Founder: Mark Gilbert’s Lessons on Product Management, Growth, and Fundraising 38:52

23 weeks ago38:52

38:52

Mark Gilbert is the Co-Founder & CEO of Zocks, an AI meeting assistant designed specifically for financial advisors. Before founding Zox, Mark was the VP Of Product Management at Twilio, CTO at Hearsay Systems and General Manager at Microsoft. In this episode, Mark shares how he transitioned from corporate life to running his own startup, the challenges and opportunities he sees in the rapidly evolving AI landscape, and why focusing on a niche market has been a game-changer for Zox. He also dives into the importance of prioritizing product development, building credibility in B2B, and the realities of fundraising. We discuss: - Mark's Journey from Corporate Executive to Startup Founder - Prioritizing Product Development in a Fast-Paced AI Startup - The Strategic Focus on Financial Advisors and Why It Works - Lessons Learned from Transitioning to Startup Life - Building Credibility in B2B Markets - The Realities of Fundraising and Preparing for Investor Discussions - Understanding User Problems to Drive Product Success - How to Navigate the AI Hype and Maintain Focus - The Long-Term Nature of Building a Successful Business Perfect for: Founders and executives in B2B SaaS and AI-driven businesses looking for insights on product strategy, fundraising, and navigating a rapidly changing market. Don't forget to subscribe to the podcast for more conversations with industry leaders reshaping B2B SaaS and AI. Connect with Mark: LinkedIn: https://www.linkedin.com/in/markgil/ Zocks: https://www.zocks.io/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 The Journey to Entrepreneurship 02:52 Navigating the AI Landscape 06:06 Prioritizing Product Development 09:09 Focusing on Financial Advisors 11:59 Expanding Beyond Financial Advisors 14:51 Lessons from Transitioning to Startup Life 18:00 Advice for Aspiring Founders 21:04 Building Credibility in B2B 23:46 Fundraising Insights 26:49 Navigating the AI Hype 30:02 Future of AI in Business #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Justin Rowe: $100K/Month LinkedIn Ads Strategy 55:17

24 weeks ago55:17

55:17

Justin Rowe is the Founder of Impactable. Impactable is the #1 B2B LinkedIn agency where LinkedIn experts scale modern B2B startups with demand gen & retargeting frameworks. Justin's story ranges from the Restaurant Industry to launching a lead gen agency that was acquired to now running the #1 LinkedIn Ads Agency. We talk about the balance of LinkedIn Ads and Paid Search, how to effectively budget your campaigns and many other topics like: - Strategies for Boosting Organic Content - Paid Search vs. LinkedIn Ads - Budgeting for LinkedIn Ads - Campaign Structure for Cold vs. Retargeting Layers - Content Strategy for Cold vs. Retargeting Ads - Optimizing Ad Performance and Budget Allocation - Optimizing LinkedIn Ad Spend - Thought Leader Ads - Troubleshooting LinkedIn Ad Performance Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with Justin: Justin’s Linkedin: https://www.linkedin.com/in/justin-rowe-4043339b/ Impactable: https://impactable.com/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 Introduction to LinkedIn Ads and Fletch 02:18 Strategies for Amplifying Organic Content 05:39 Paid Search vs. LinkedIn Ads: A Balanced Approach 09:23 Budgeting for LinkedIn Ads: Initial Considerations 11:44 Campaign Structure: Cold vs. Retargeting Layers 15:52 Attribution and Measuring Impact 19:27 Content Strategy for Cold and Retargeting Ads 23:32 Optimizing Ad Performance and Budget Allocation 27:49 Optimizing LinkedIn Ad Spend 30:09 Building Brand Awareness for Non-Market Buyers 32:02 Leveraging Engagement Signals for Outbound Strategies 35:09 The Hustle Behind Successful Marketing 37:08 Exploring Cross-Platform Advertising Strategies 39:00 The Evolution of Thought Leader Ads 40:58 Foundational Elements for LinkedIn Advertising Success 45:51 Troubleshooting LinkedIn Ad Performance #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
The Viral Product Launch Template for LinkedIn (How to Do PR in 2025) 50:50

24 weeks ago50:50

50:50

In this episode, I break down the viral product launch template for LinkedIn. I will talk about: - Strategic Use of Funding Announcements - The New PR Playbook for Founders - Leveraging Social Proof for Growth - Depth vs. Frequency in Content Creation - Iterating on Content Strategy for Better Engagement Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 Masterclass in Product Launch on LinkedIn 05:27 Strategic Use of Funding Announcements 08:48 The New PR Playbook for Founders 12:46 Building an Engaging Audience 17:14 Navigating Engagement Pods and Boosted Posts 20:08 Leveraging Social Proof for Growth 25:22 Building Strong Associations in Business 26:42 Starting from Scratch: The Power of Focus 27:45 Creating a Podcast to Connect with Your Audience 29:20 Leveraging Conversations for Content Creation 31:19 Establishing a Consistent Posting Cadence 33:41 Maintaining Momentum in Content Creation 36:59 Learning from Mistakes: The Importance of Focus 43:10 The Value of Newsletters in Building Relationships 44:51 Depth vs. Frequency in Content Creation #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
The LinkedIn Post Format This SaaS CEO Used to 5.5x Revenue in 2024 40:36

25 weeks ago40:36

40:36

Marty Kausas is the Co-Founder & CEO at Pylon. Pylon is a modern alternative to Zendesk, optimized for B2B. Marty's LinkedIn posts generated 1.2 million impressions, leading to 5.5x their revenue in 2024. We talk about the impact of Founder-Led Marketing on Pylon's revenue, how the tech landscape in San Francisco is changing, and many other topics like: - Founder-Led Marketing Insights - Marty's Journey of Building his LinkedIn Presence - Measuring Success and Growth - The Role of LinkedIn in Pylon's Business Growth - Understanding B2B vs B2C Workflows - The Importance of Messaging and Positioning - Defining a Unique Point of View - Marty's Advice for Aspiring SaaS Founders Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with Marty: Marty’s Linkedin: https://www.linkedin.com/in/martykausas/ Pylon: https://usepylon.com/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 The San Francisco Tech Landscape 03:09 Political Climate and Its Impact 06:03 Founder-Led Marketing Insights 08:49 The Journey of Building a LinkedIn Presence 12:06 Navigating Controversy and Viral Content 15:02 The Role of LinkedIn in Business Growth 18:06 Positioning Against Competitors: The Zendesk Killer 21:07 Understanding B2B vs B2C Workflows 22:45 Defining a Unique Point of View 24:58 The Importance of Messaging and Positioning 28:00 Maximizing Content Marketing Efforts 30:34 Adapting to a Crowded LinkedIn Landscape 38:01 Transitioning to Upmarket Strategies 42:10 Advice for Aspiring SaaS Founders #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
How to 10-100X Your Leads From LinkedIn: The Direct Response Post Framework 38:40

25 weeks ago38:40

38:40

In this Episode, I break down the step-by-step direct response post framework to 10-100X your leads from LinkedIn. Topics that we will cover are: - Case Studies and Practical Tools - How to Write Good LinkedIn Hooks - The Importance of Resonance Over Engagement - Understanding Customer Priorities Through Research - How to Scale Content - Iterating on Content Strategy for Better Engagement Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 07:10 Engagement and Community Building 08:03 Direct Response LinkedIn Framework 20:47 Case Studies and Practical Applications 27:21 Mapping Product Solutions to Customer Priorities 30:21 Crafting Effective Hooks for Engagement 33:23 Delivering on Promises: The Importance of Solutions 36:12 Understanding Customer Priorities Through Research 39:11 Scaling Content: The Power of Video Sales Letters 42:25 Creating Layered Content for Diverse Needs 44:43 Defining Real Priorities for Your Ideal Customer Profile 48:44 Iterating on Content Strategy for Better Engagement #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
10M+ Linkedin Impressions per Year: Gal Aga’s Head of Content Shares BTS Insights 46:27

26 weeks ago46:27

46:27

Arthur Castillo is the Director of Content, Community & Partnerships at Aligned. Aligned is pioneering the new way that B2B revenue teams interact with customers in today's remote, digital era. After excelling as a top 3 sales rep at every company Arthur worked for, he decided to explore marketing and his obsession with the B2B buying journey. We talk about how Aligned made LinkedIn, with over 10M+ impressions per year, one of their biggest lead channels and many other topics like: - Understanding PLG and Sales Strategies - Developing a Unique Point of View - Measuring Success and Growth - How to Start Posting on LinkedIn - Experimentation and Goal Setting - The Importance of Customer Feedback - Supporting CEOs in Content Creation - Targeting the Right Audience with Founder-Led Marketing Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with Arthur: Arthur’s Linkedin: https://www.linkedin.com/in/arthur-castillo/ Aligned: https://alignedup.com/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 Introduction to Aligned and Its Leadership 03:01 The Power of Founder-Led Marketing 05:52 Understanding Buyer Enablement 09:09 Developing a Unique Point of View 12:07 The Feedback Loop in Content Creation 14:55 Measuring Success and Growth 17:52 Strategies for Advocating Content Marketing 20:51 Framing Content Marketing as an Experiment 24:02 Experimentation and Goal Setting 27:24 The Power of Content as Leverage 30:00 Understanding Customer Feedback 32:20 Supporting CEOs in Content Creation 35:30 Targeting the Right Audience 39:53 Navigating Complex Buying Committees 43:02 Bridging Communication Gaps #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Why This Founder’s #1 GTM Channel Is a Book Launch 43:37

26 weeks ago43:37

43:37

Wes Bush is CEO & Founder of ProductLed. The #1 Coaching Company For SaaS Founders & Their GTM Teams Looking To Scale With Product-Led Growth. Over the last 8 years, Wes worked hands-on with 400+ SaaS companies, helping them unlock $1B+ in self-serve revenue through Product-Led Growth (PLG). We discuss the principles of Product-Led Growth (PLG), the importance of Founder-Led Marketing and many other topics like: - The Role of Content in Building Trust and Authority - The Value of Newsletters in B2B Marketing - The Impact of Webinars on Trust and Engagement - Understanding What Drives Business Outcomes - Leveraging Ghostwriters for Content Creation - The Three Modes of Product-Led's Business Model Perfect for: CEOs and founders of B2B SaaS companies focused on creating awareness, building trust, and driving pipeline by implementing a proven content process. Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth. Connect with Wes: Wes’s Linkedin: https://www.linkedin.com/in/wesbush/ ProductLed: https://productled.com/ Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters 00:00 – Introduction to PLG & Founder-Led Marketing 02:50 – The Three Modes of a Product-Led Business 06:09 – Why Writing & Publishing Books Matters 08:47 – How Content Builds Trust & Authority 12:10 – Should Founders Write a Book? 14:49 – The Power of Newsletters in B2B Marketing 18:03 – Building a Product Philosophy 20:57 – The Character Diamond & Personal Branding 24:05 – How Webinars Build Trust & Engagement 26:51 – Using Ghostwriters for Content Creation 30:04 – What Drives Business Outcomes? 33:03 – Final Thoughts on Writing & Content Strategy #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding…

The Founder-Led Marketing Show

1
Case Study: 4 Enterprise VP Leads ($500K ACV) With 1 LinkedIn Post 32:39

27 weeks ago32:39