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

The Founder-Led Marketing Show

#Business #Marketing #Finn Thormeier

1:03:29

Finally, we find out who is unbeatable, unhateable, and unbreakable in the final five episodes of Battle Camp Season One. Host Chris Burns is joined by the multi-talented comedian Dana Moon to relive the cockroach mac & cheese, Trey’s drag debut, and the final wheel spin. The Season One Winner joins Chris to debrief on strategy and dish on game play. Leave us a voice message at www.speakpipe.com/WeHaveTheReceipts Text us at (929) 487-3621 DM Chris @FatCarrieBradshaw on Instagram Follow We Have The Receipts wherever you listen, so you never miss an episode. Listen to more from Netflix Podcasts.…

about a year ago 47:08

MP3•Episode home

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

109 episodes

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

The Founder-Led Marketing Show

published about a year ago

MP3•Episode home

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

109 episodes

#Business #Marketing #Finn Thormeier

All episodes

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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…

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

5 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

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

6 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…

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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…

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9 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

9 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

10 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

10 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

11 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

11 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

12 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

12 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

13 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

13 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

14 weeks ago32:39

32:39

Breaking down a customer case study on Fredrik Björk, CEO at Grafbase. Grafbase provides secure self-hosted deployment options, unmatched query speed, advanced governance, and unified data access for reliable, enterprise-grade API management. I analyze how he was able to generate 4 enterprise VP leads ($500K ACV) with 1 LinkedIn post, with specific insights around: - Understanding the Customer's Background - Content Strategy and Performance Metrics - The Importance of Resonance Over Engagement - Leveraging Insights for Business Strategy - Measuring Trust and Credibility - Competitive Advantage in Content Creation 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 Introduction to Customer Case Study 02:48 Understanding the Customer's Background 05:34 Content Strategy and Performance Metrics 09:32 The Importance of Resonance Over Engagement 14:29 Leveraging Insights for Business Strategy 18:45 Measuring Trust and Credibility 24:56 Competitive Advantage 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
Jacco van der Kooij: 3 Ways SaaS Founders Need to Implement AI in Their GTM in 2025 37:24

15 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

16 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

16 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

17 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

17 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

18 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

18 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

19 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

20 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

21 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

22 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

23 weeks ago49:01