The Founder-Led Marketing Show

Justin Levy is the Director of Social Media & Influencer Marketing at ZoomInfo, a $1.2B ARR company with 4,000+ employees. He built their first executive social program, scaled employee advocacy from 100 to 1,800 people, and grew ZoomInfo’s creator program to 40+ creators across LinkedIn, TikTok, YouTube, Substack, newsletters, and podcasts.That program alone drove thousands of webinar registrants and millions influenced in revenue.We break it all down in this episode.What You’ll Learn• The real reason LinkedIn reach is collapsing and why the algorithm now behaves more like TikTok• Why B2B brands should stop overextending on LinkedIn and where to diversify instead• The truth about vertical video on LinkedIn and why the returns are shrinking• How ZoomInfo uses YouTube Shorts & Reddit to influence AI Overviews and search• The 5 pillars of ZoomInfo’s social + creator ecosystem and which one outperforms everything• Why ZoomInfo’s creator program drives millions in revenue with a full attribution breakdown• How to launch an influencer program with a small budget• Paid vs. earned influencer content: how B2B brands should think about it• What B2B creators get wrong: over-monetizing, low authenticity, and trust decay• How ZoomInfo built a 12-hour/day social SWAT team to handle brand attacks in under an hourPerfect For You If• You lead marketing or brand at a B2B company• You're experimenting with creator or influencer marketing• You want to diversify beyond LinkedIn• You’re building an executive social program or employee advocacy motion• You want to understand how a $1.2B ARR company runs modern social at scaleConnect with Justin:Justin’s LinkedIn: https://www.linkedin.com/in/justinlevy/ZoomInfo: https://www.zoominfo.com/Connect with me: Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 — Why Justin’s creator program outperforms everything else02:00 — ZoomInfo’s 5,000-registrant virtual event (and 2,000 from creators)03:07 — The biggest gap in B2B social today04:30 — How LinkedIn’s algorithm actually works in 202506:00 — Vertical video fatigue and diminishing returns06:58 — YouTube Shorts, TikTok & Reddit: new frontiers for B2B10:26 — Why LinkedIn is still #1 but shouldn’t be your only channel12:44 — ZoomInfo’s top 3 social channels14:13 — Breaking down ZoomInfo’s creator program15:57 — Why creator-driven demos outperform branded demos17:50 — Earned vs. paid: how to classify influencer marketing19:47 — Why you should combine logo placements + integrated creator content21:36 — How ZoomInfo measures millions in influenced revenue23:21 — Why every creator post gets a UTM24:55 — Why Justin ignores “the link kills reach” myth25:45 — First-touch, influenced pipeline, and attribution modeling27:34 — How smaller companies should start creator marketing29:53 — The “Top 50” organic play that gets creators on your radar33:13 — How many creators to pick for a 3-month test35:26 — Why you should always pair creator campaigns with a lead magnet37:07 — How Justin evaluates ROI when enterprise cycles are long39:35 — Why SMB-heavy leads aren’t good enough41:32 — One-to-one pipeline attribution explained43:37 — How to pick the right creators45:25 — The hidden metric Justin cares about47:18 — The authenticity problem with full-time creators50:22 — FTC rules, disclosure, and trust52:16 — Inside ZoomInfo’s 12-hour/day social SWAT team56:33 — Why consumers are shifting complaints from public to private59:00 — Closing#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

David Walsh, Founder & CEO of Limelight, is one of the few people who actually knows how B2B influencer marketing actually works. His marketplace powers creator campaigns for Clay, Webflow, HubSpot, ZoomInfo, Bill.com, and dozens of high-growth B2B companies.In this episode, we break down exactly how to collaborate with creators as a repeatable growth channel and not a one-off experiment.What You’ll Learn- The stage where influencer marketing actually works- Creator-Market Fit: the only metric that matters- The campaign structure Limelight recommends to every brand- What a good budget looks like- How to measure influencer marketing without guessing- Why organic posts are step one and paid ads are step two- How Clay built the best creator program in B2B- Why employee advocacy and creators is the real cheat code- The flywheel effect that happens when executives, employees, and influencers amplify each other- Why now is the moment to start creating content- David shares how his own content now drives 90% of Limelight’s revenuePerfect For- Founders who want real distribution, not just paid impressions- Marketing leaders tired of rising CAC and declining ad performance- Teams considering influencer marketing but unsure where to start- Anyone curious how B2B creators actually drive pipeline Connect with David: - David’s Linkedin: https://www.linkedin.com/in/dw1232/- Limelight: https://www.limelighthq.com/Connect with me: - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH- LinkedIn: https://www.linkedin.com/in/finnthormeier/- Website: https://www.project33.io/Chapters00:00 — The 2012-Instagram moment for LinkedIn02:05 — When a company is actually ready for influencer marketing03:44 — Does ACV matter?05:33 — Why LinkedIn creators are the hardest to find06:59 — Solving the creator cold-start problem09:13 — Employees vs full-time creators11:21 — Why creator partnerships are suddenly normalized13:19 — How often creators should post15:07 — The ideal campaign structure and why going wide wins17:30 — Why niche creators outperform big ones19:01 — Budget ranges for 60-post campaigns20:32 — How to measure success the honest version22:55 — The 80/20 of engagement quality25:14 — Turning creator posts into paid ads27:30 — Why creator budgets will explode over the next 5 years31:06 — Creator-Market Fit 33:10 — The campaigns David points companies to35:02 — How Clay built the new standard37:10 — How brands should think about creative control40:38 — Why over-controlling the creator kills performance42:22 — How to think about creator fatigue + competitive overlap44:28 — The transparency rules creators follow46:12 — Employee advocacy + creators = distribution48:33 — How creators help employees grow, and vice versa50:48 — Why every company will have “personality-led marketing”52:54 — Why employee content must become measurable54:34 — David’s closing message: start creating now#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Kyle Lacy is the CMO of Docebo, a publicly traded enterprise learning platform used by companies like Zoom, OpenTable, Dior, and Denny’s. Before Docebo, he led marketing at Lessonly, Seismic, Salesforce, and Jellyfish, and he’s been publishing online since MySpace.In this episode, Kyle breaks down what’s still true about personal branding in 2025, how executives should think about posting online, the mistakes leaders make when they worry too much about reach, and why story is the only thing that differentiates you.We also talk about publishing as a discipline, how to turn meetings into content, the realities of being an exec at a public company, and why Ramp and Liquid Death are raising the bar for brand in B2B.What You’ll Learn- The one thing about personal branding that hasn’t changed since 2010- How to create content as a busy executive- Why reach doesn’t matter as much as people think- The biggest mistakes executives make on LinkedIn- How to use LinkedIn for internal communication- When executive thought leadership becomes a marketing motion- The best way to pick content topics Perfect for founders, CMOs, and B2B leaders who want to:- Build a real executive brand - Understand how to post confidently without fear- Turn daily work into high-performing content- Enable your leadership team to publish consistently- Use LinkedIn for recruiting, culture, and storytellingConnect with Kyle: Kyle’s Linkedin: https://www.linkedin.com/in/kylelacy/Docebo: https://www.docebo.com/ Revenue Diaries: https://www.therevenuediaries.com/Connect with Me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHChapters00:00 Who is Kyle Lacy?01:22 Writing one of the first personal branding books (in 2010)03:30 What’s still true about personal branding05:00 Story vs. generic content07:00 How personal to get online08:58 Why specific details make you relatable10:22 How Kyle sees LinkedIn compared to other platforms12:05 The truth about reach and algorithm changes13:42 Kyle’s workflow: how he actually creates content15:38 Posting daily as an executive17:44 The Delta incident: how a single tweet almost got him fired20:37 How executives should think about posting22:38 Why building a network matters for every leader23:58 Dealing with imposter syndrome vs. publishing fear25:39 Do people assume you’re not working?27:36 Evergreen vs. timely content29:49 Using LinkedIn for internal communication31:41 When executive thought leadership becomes a real marketing motion33:54 Using audience trust for hiring35:48 Which executives should post (and why some shouldn’t)37:58 Themes and sub-themes: Kyle’s writing strategy39:22 Hooks, structure, and intuition40:49 Framework content vs. story content42:00 Commenting, community, and consistency44:38 Why Kyle wishes he started his newsletter earlier46:15 Substack vs. Beehiiv48:04 Kyle’s current tool stack49:10 Brands inspiring him: Ramp, Liquid Death50:37 Why good taste still wins

Melissa Rosenthal is the Co-Founder of Outlever, the company helping B2B brands build their own media properties, full newsrooms, daily publishing, real interviews, and journalism that companies actually own.Before Outlever, Melissa scaled BuzzFeed’s creative team, helped build Cheddar into a modern media brand, and later became Chief Creative Officer at ClickUp, where she helped turn the company into one of the most recognizable names in SaaS.In this episode, Melissa gives a behind-the-scenes look at how company-owned newsrooms work, why traditional PR is broken, how Outlever produces journalism at scale, and why the future belongs to brands that control their own distribution.We also talk about B2B storytelling that people actually want to read, the new rules of thought leadership, and how AI is reshaping content creation from the inside.What You’ll LearnWhy traditional PR doesn’t work anymoreHow to build a company-owned newsroomThe system Outlever uses to create journalism at scaleWhy founders should own their audience, not rent itHow AI fits into modern editorial workflowsThe ClickUp lessons: brand, creative, and B2C thinking in B2BHow to use interviews to build trust at scaleWhat happens when every company becomes a media companyPerfect for founders, CMOs, and B2B marketers who want to:Build a real moat around their brandEscape the limitations of traditional PRUse interviews to drive trust, authority, and distributionUnderstand the future of B2B mediaBlend AI + human storytelling effectivelyConnect with Melissa:Melissa’s LinkedIn: https://www.linkedin.com/in/melissarosenthal5/Outlever: https://www.outlever.com/Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHChapters00:00 Who is Melissa Rosenthal? From BuzzFeed to ClickUp to Outlever02:00 Why traditional PR is broken (and what replaces it)05:06 The reality behind earned media and pay-to-play06:46 Why companies should build their own newsroom08:37 What it takes to launch a media entity from scratch10:47 How Outlever produces journalism at scale12:50 The companies doing this best today14:14 Should every company build a newsroom?16:07 AI search, AEO, and why third-party content wins17:25 How Outlever does its own marketing19:20 How direct the brand to newsroom link should be20:40 Why this model is a moat for companies22:20 Will new “gatekeepers” emerge?24:30 How Melissa explains this to CMOs26:20 Distribution: LinkedIn, newsletters, and peer networks28:21 Quality vs. quantity in content publishing29:55 How AI assists interviews and drafting31:18 Why humans will always run the interview34:07 AI-assisted interviewer workflow, explained35:38 The rise of thought leadership and personal brand building37:46 The hardest part: going from 0 to 139:23 Why POV comes from your ICP, not your boardroom41:06 What media companies can’t do anymore44:35 Forbes 30 Under 30, and what it meant at 2546:28 What makes a truly great interview

Alex Josephson is the VP of Brand and Content Strategy for Advertisers at LinkedIn, helping brands tell better stories and run smarter campaigns on the world’s largest B2B platform.In this episode, Alex gives a behind-the-scenes look at how LinkedIn thinks about vertical video, thought-leader ads, creative strategy, and what’s next for the platform.We also talk about B2B storytelling that actually entertains, why executives should stop over-engineering their content, and how brands like Ramp and Amex are setting a new bar for creativity in B2B.What You’ll Learn:Why LinkedIn is going all-in on vertical videoHow to make executives feel natural on cameraThe three principles LinkedIn teaches top advertisersWhy “cheap reach” is the wrong metric and what actually drives ROIHow to combine brand and demand in one strategyThe rise of Thought Leader Ads and what makes them workReal examples from Ramp, Amex, ServiceNow, and MicrosoftWhat’s coming next for LinkedIn: creators, brand-link video, and original programmingPerfect for founders, CMOs, and B2B marketers who want to:Turn executives into trusted voicesCombine brand and demand effectivelyUnderstand how LinkedIn’s ad ecosystem really workConnect with Alex:Alex’s LinkedIn: https://www.linkedin.com/in/alexjosephson/LinkedIn: https://www.linkedin.com/Thought Leader Ads: https://business.linkedin.com/marketing-solutions/native-advertising/thought-leader-adsEnhanced Discovery for Thought Leader Ads: https://www.linkedin.com/pulse/boost-reach-build-influence-enhanced-discovery-thought-m5alc/BrandLink: https://business.linkedin.com/marketing-solutions/native-advertising/brandlinkServiceNow Video Case Study: https://business.linkedin.com/marketing-solutions/case-studies/servicenow-kantar-ctvAmerican Express Together We Grow Campaign: https://www.linkedin.com/posts/linkedin_in-business-trust-is-key-which-is-why-american-activity-7350539632754704384-xmEo/Ramp’s “Brian's First Day As CFO” Campaign: https://www.linkedin.com/company/ramp/posts/?feedView=videosConnect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHChapters00:00 Introducing Alex Josephson, from Twitter to LinkedIn02:00 Why LinkedIn is betting big on vertical video07:00 Stories, executives, and authentic B2B content09:30 How Blackstone’s president built a following with 60-second videos11:30 The psychology behind “show vs. tell” marketing13:00 The 3 core principles for winning on LinkedIn ads17:00 Thought Leader Ads and persona-based storytelling21:00 Video vs. static and what actually performs23:00 Using video to warm audiences before retargeting26:00 How to structure your LinkedIn ad funnel like a pro30:00 Should you promote thought leadership content?32:00 Debunking the “LinkedIn reduced reach” myth34:00 The shift from SEO to AEO (Answer Engine Optimization)36:00 Ramp’s live-streamed “expense office” campaign and why it worked38:00 American Express: co-creating with real customers40:00 Why creative still wins in a world of automation41:00 The rise of executive content at LinkedIn42:00 How companies can actually enable their people to post44:00 Corporate Natalie, Rob Mayhew, and the B2B comedy era46:00 What’s next for LinkedIn → creators, shows, and premium media48:30 Closing thoughts

Joe Ciarallo led comms at Salesforce, Toast (through IPO), and now Wellhub (formerly Gympass), a $2.4 billion corporate-wellness company.He’s seen what happens when scrappy startup PR turns into an IPO-ready machine.In this episode, Joe breaks down exactly how to build that engine. From category creation at Salesforce to crisis playbooks at Toast, and how to make your founder’s voice a real strategic asset. What you’ll learn: - How Salesforce invented the “Marketing Cloud.”- The shift from scrappy PR to strategic comms.- The new PR mix: owned + earned.- Where AI fits in comms, and why thought leadership will become more valuable, not less.- How companies like Ryanair earned trust by explaining the logic behind unpopular choices.- Why separating those functions is already outdated.- How Salesforce and Toast decide who shows up, what to say, and why empathy is non-negotiable.- Joe’s rule: just start. Post, iterate, learn, repeat.Perfect for founders who:- Want to look public-ready long before the IPO- Need to balance credibility with control- Are scaling fast and can’t afford to “wing comms” anymore- Believe the founder’s voice is part of the brand- Want to build real authority on LinkedIn without sounding corporateConnect with Joe:- Joe’s Linkedin: https://www.linkedin.com/in/joeciarallo/- Wellhub: https://wellhub.com/Connect with me: - *LinkedIn:* https://www.linkedin.com/in/finnthormeier/- *Website:* https://www.project33.io/- *Podcast:* https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHChapters00:00 – “Dress for the job you want, even as a startup.”01:20 – The Salesforce Marketing Cloud story05:50 – How owned + earned media play off each other08:30 – The rise of podcasts as the new PR11:40 – Turning scrappy PR into an IPO-ready function14:00 – How Toast prepped for IPO16:15 – AI, content, and speed18:20 – Why AI can’t create thought leadership20:30 – The new transparency: explaining the why22:00 – When journalists check your LinkedIn25:50 – Internal vs external comms is outdated30:00 – The rise of the Chief Comms Officer32:00 – Coaching founders to lead industries, not just products34:00 – Crisis playbooks and empathy36:00 – Why comms leaders should post too38:10 – CEO visibility and leading by example40:00 – Wrap-up

Udi Ledergor joined Gong as their first marketer in 2016, back when “revenue intelligence” wasn’t even a thing.Nine years later, Gong is one of the most recognizable B2B brands in the world, doing well over $300M ARR and followed by 300,000+ people on LinkedIn.In this episode, Udi breaks down the marketing playbook that made that possible, and why best practices are just boring practices. We talk about: Why best practices are boring practices and how to replace them with a sharp POVThe 3 levels of content that actually earn attention (data, surveys, opinions)Inside Gong’s Content Council and how 21 employees drive organic reachHow to safely build a “courageous” marketing culture that rewards risk-takingUdi’s biggest lessons from Gong’s Super Bowl ad (what worked, what didn’t)Balancing personal brands vs. company brands — and how Gong grew bothWhat founders should do first when building brand at $5M ARRHow Gong adapted its LinkedIn strategy as it moved upmarketThe “Punch Above Your Weight” principle that’s inspiring campaigns worldwidePerfect For:Founders building an early-stage marketing motionCMOs creating brand differentiation in crowded categoriesMarketing leaders trying to activate their team on LinkedInConnect with Udi:Udi’s Linkedin: https://www.linkedin.com/in/udiledergor/Gong: https://www.gong.io/ Udi’s new book: https://a.co/d/djoOhWR Connect with Finn:Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/00:00 — Intro: from Gong’s first marketer to $300M+ ARR02:00 — Why best practices lead to boring marketing03:40 — How courage creates differentiation05:00 — Examples of bold B2B marketing done right06:20 — Dreaming of product placement for B2B07:40 — The truth about ROI from Gong’s Super Bowl ads09:40 — “Show the damn product” what Udi learned the hard way11:00 — Building internal influencers: Chris Orlob & Devin Reed13:00 — Personal brands vs. company brand: how Gong balanced both15:00 — Why Gong lets employees post freely on LinkedIn17:00 — The structure and role of Gong’s “Content Council”20:00 — How onboarding includes LinkedIn training for every employee23:00 — Turning customers into advocates: Gong Love Week25:00 — Why celebration fuels consistency27:30 — How Gong’s LinkedIn content evolved as the company scaled30:00 — How to build brand at $5M ARR (Udi’s playbook)33:00 — Why paid ads don’t work for early-stage startups35:00 — The 3 levels of content: data, surveys, and opinions38:00 — Why being polarizing beats being agreeable42:00 — How strong opinions build categories44:00 — The story behind Gong’s viral “group therapy” CEO post46:00 — Building a courageous team: psychological safety in practice50:00 — Why boldness is Gong’s real competitive advantage52:00 — Writing Courageous Marketing — and what surprised Udi most54:00 — “Punch Above Your Weight”: the framework inspiring global campaigns

Bryan Law is the CMO at SentinelOne, an AI-powered cybersecurity company that just crossed $1B ARR.Before joining SentinelOne, Bryan led marketing at Salesforce and ZoomInfo, where he learned the power of distinctive brands and founder-led storytelling.In this episode, Bryan breaks down how he helped SentinelOne become the fastest-growing cybersecurity brand on LinkedIn (up 61% YoY) — and how he’s rethinking executive content, AI, and brand-building in enterprise SaaS.What you’ll learnThe difference between being different and being distinct and why it matters more for B2B brandsHow SentinelOne doubled its LinkedIn followers in 12 monthsWhy follower growth isn’t vanity when it drives top-of-funnel awarenessHow to get executives posting consistently without forcing itBryan’s 4 stages of adopting AI in marketing teamsHow synthetic audiences and agentic AI are changing customer researchThe “Day 1 Buyer List” every marketer needs to understandWhy every brand investment should have a measurable impact on demandPerfect for Founders, CMOs, and marketing leaders who want to:Build distinctive brands that dominate the buyer’s “Day 1” listTurn executive teams into LinkedIn thought leadersBlend AI, content, and brand for measurable pipeline impactConnect with BryanBryan’s Linkedin: https://www.linkedin.com/in/bryanbasdenlaw/SentinelOne: https://www.sentinelone.com/ Connect with mePodcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters00:00 Distinct vs Different02:00 Why distinctiveness beats differentiation05:30 Brand assets that make you recognizable08:30 Using AI and synthetic audiences for messaging10:45 Why SentinelOne made LinkedIn a top priority13:00 Metrics that actually matter beyond follower count16:00 The 3 levers that drove 100K+ new followers18:00 Getting executives active on LinkedIn19:45 The Henry Schuck story on building a personal brand21:30 How executives should approach LinkedIn posting25:00 Balancing personal content vs company relevance27:00 Why CEOs should post on LinkedIn (and how to convince them)30:00 The CEO as a distinctive brand asset32:00 Inside SentinelOne’s internal brand ambassador program35:00 The “Day 1 Buyer List” and marketing to the 95%38:45 Brand investments that actually drive demand42:30 What every CMO should still do in the AI era46:00 How SentinelOne uses GenAI operationally47:30 Favorite AI tools in Bryan’s stack49:00 Closing thoughts

Owner.com powers 10,000+ restaurants with tools to grow sales, from online ordering and loyalty programs, to marketing automation.Behind that growth is Kyle Norton, CRO and former Shopify revenue leader, who’s helped rebuild the business from zero to multi-millions ARR, twice.In this episode, Kyle opens up about the habits, frameworks, and trade-offs that drive long-term success as a leader, parent, and athlete.From rebuilding after failure to finding balance with two kids and a hyper-intense founder, this one’s packed with real talk on what high performance actually looks like.What You’ll Learn- How Owner.com rebuilt from $0 to $1M ARR in a year, twice- Why Adam Guild’s intensity sets the bar for what “founder-led” really means- How martial arts shaped Kyle’s approach to sales, discipline, and resilience- The real trade-offs between startup growth, family, and health- What separates great CROs from good ones and why “bar raising” matters- How Kyle uses AI in his revenue org (and what actually delivers ROI)- Why he doesn’t chase AI hype and how Owner’s mission keeps him grounded- Lessons from Jason Lemkin on board trust, transparency, and tough feedbackFounders, sales leaders, and executives who want to:-Scale teams without burning out- Lead with discipline, not chaos- Build brand trust that compounds- Stay grounded while chasing growthConnect with Kyle:- Kyle’s Linkedin: https://www.linkedin.com/in/kylecnorton/- Revenue Leadership Podcast: https://www.therevenueleadershippodcast.com/- Owner.com: https://www.owner.com/ Connect with me:Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 Owner.com’s story and rebuilding from $0 to $1M ARR03:00 Lessons from martial arts and disciplined practice07:00 Physical fitness as a superpower for startup leaders09:30 What makes founder-led intensity different13:00 Investing early in brand and why it paid off long-term17:30 Balancing family, health, and high performance24:00 The truth about kids, work, and “having it all”26:00 What separates elite CROs from good ones31:00 Company culture, ownership, and “the numbers too high”34:00 Why building a personal brand matters as a leader39:00 Kyle’s favorite podcasts and why he started his own42:00 AI in sales and what actually works51:00 Lessons from Jason Lemkin on trust and board management53:30 Closing thoughts and reflections#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Charles Tenot is the CEO of Lemlist, the $33M bootstrapped B2B SaaS company behind LinkedIn favorites like Lemwarm, Taplio, and TweetHunter. In this episode, he walks us through the transition from COO to CEO, what it’s like to follow a founder like Guillaume Moubeche, and how Lemlist builds brand without performance marketing.He also unpacks his personal LinkedIn writing system (including how he gets post ideas on his motorbike), why repurposing content is underrated, and why shipping features again was key to breaking their $15M ARR plateau.This one’s packed with stories and tactics from internal growth challenges to building a content-first culture that attracts top hires and drives 10:1 LTV to CAC.What we cover:- Charles’ transition from COO to CEO - The honest truth about why Lemlist stopped growing and how they broke through- How they restarted product velocity after 12 months of “tech debt”- The Lemlist brand playbook: what it actually means to build trust- Why Charles doesn’t believe in performance marketing (and what works instead)- How he writes LinkedIn posts in 10 minutes- His system for idea capture (Slack voice notes + ChatGPT for hook ideation)- Why clickbait kills audience quality- Internal content pods, incentives, and how Lemlist encourages employee posting- Why he killed their SEO blog and what they replaced it withPerfect for:- B2B founders stuck at a revenue plateau- CEOs looking to activate their teams on LinkedIn- Marketing and brand leaders scaling a bootstrapped company- Anyone trying to build trust in a noisy categoryConnect with Charles:- Charles’ Linkedin: https://www.linkedin.com/in/charlestenot/- lemlist: https://lemlist.com/Connect with me: Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters:00:00 – LinkedIn is a game. Play it.01:16 – Lemlist, Lempire, and $33M ARR03:05 – What it’s like to take over as CEO 04:45 – The power of a “clear contract” when transitioning leadership06:40 – Biggest lesson: trust your gut (even if the founder’s still around)08:37 – Why Charles started posting on LinkedIn (and what pissed him off)10:44 – Why personal branding helps attract top hires12:38 – Can you track LinkedIn ROI? Not really. Here’s what to measure instead.13:55 – Charles’ full posting system: ideation, hooks, writing, time spent16:15 – The difference between engagement and quality (and how to balance)18:37 – How he gets ideas on a motorbike (and his Slack system for saving them)20:54 – “Done is better than perfect” The mindset for scaling content23:00 – Why Charles doesn’t repurpose content (but why you probably should)24:23 – Guillaume’s advice, and why you need your own voice26:40 – “Why should anyone care what you write?” (Especially if you're early)28:40 – Why every company should think like a niche content brand30:55 – Internal pods, incentives, and how Lemlist encourages posting34:33 – How Guillaume helps team members write—and why some say no36:57 – Why they stopped paying employees for impressions38:13 – 10:1 LTV to CAC – How Lemlist drives growth with brand40:32 – Why they killed their SEO content42:45 – What actually builds a trustworthy brand (from sales to product)44:48 – Breaking through the ARR plateau: what finally worked46:47 – Why complex orgs have lagging feedback loops48:32 – “Ship something every month that excites the customer”50:34 – How to build a personal brand when you’re just getting started52:38 – Use your lack of experience as your brand54:45 – “Do cool shit and talk about it”—Content advice for students and juniors#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

David Heinemeier Hansson (DHH) is the co-founder & CTO of 37signals (Basecamp, HEY) and the creator of Ruby on Rails.In this episode, DHH breaks down how he built real wealth without playing the Silicon Valley game, why “fuck you money” is misunderstood, and what it really takes to stay independent for 20+ years.We talk about effort, writing, grit, parenting, and how the most meaningful success doesn’t always look like a unicorn.Topics we cover in this episode:- How Basecamp started as a side project and became a 20-year business- What most people get wrong about building “fuck you money”- Why DHH bet on Ruby when no one else cared- The 2% rule: how David outworked luck- The real cost of deferred living and why it’s not worth it- Why content creation is a byproduct, not a goal- What Europe gets wrong (and right) about work and family- Why blogging and replying to people still mattersPerfect for:- Founders who don’t want to raise $100M to be successful- Indie hackers and devs building side projects- Creators who actually ship things- Anyone tired of the same recycled startup adviceConnect with DHH: - DHH’s Linkedin: https://www.linkedin.com/in/david-heinemeier-hansson-374b18221/- DHH’s X: https://x.com/dhh- DHH’s blog: https://world.hey.com/dhh- DHH’s personal website: https://dhh.dk/- 37signals: https://37signals.com/- Basecamp: https://basecamp.com/- HEY: https://www.hey.com/- Once: https://once.com/- Ruby on Rails: https://rubyonrails.org/Connect with Finn:Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 – Intro: Why wisdom becomes platitude01:58 – The watch blog that changed lives03:20 – What “fuck you” money really means06:31 – Betting on Ruby when it made no sense09:50 – Why Building for yourself means long-term leverage11:45 – Don’t wait to live your dream14:20 – DHH’s 2% mindset (via David Goggins)16:45 – How one helpful email led to 37signals18:20 – Redrawing patterns: giving gifts with no ask20:40 – Standing out: The 0.1% effort rule23:55 – “Content creator” is an insult. Here’s why25:40 – Share your ideas *after* taking action27:15 – Marketing without ads or attribution29:40 – Gary Vee and the power of retail scale32:00 – Jim Rohn, Stoicism, and seasons of life35:10 – How to survive the storm37:05 – Platitudes only work when they land38:30 – Authenticity means being maskless41:20 – On “fuck Apple” and reputation caveats42:40 – Why compliments should be clean44:30 – Balaji, network states, and philosophy47:00 – Europe and ambition shame50:40 – Cultural change is possible (but slow)53:00 – Bringing success back home55:30 – Final thoughts: Be the 2%. Always.#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Ted Merz spent 32 years at Bloomberg. He started as reporter #15 and ended as Global Head of News Product.In this episode, Ted breaks down how storytelling became his next career. He shares the turning point after getting fired, the content habits he developed, and how that turned into Principals Media, a company helping executives build real audiences through honest stories.We talk about founder content, comms vs. brand, what most ghostwriters get wrong, and the difference between vulnerability and clarity.Topics we cover in this episode:- The truth about getting laid off at 57 (and what came next)- How LinkedIn became a proving ground for executive content- Why most founder content sounds like it was written by ChatGPT- What Bloomberg taught Ted about voice, clarity, and leadership- The difference between being vulnerable and being honest- Why memorability is more important than engagement as metric- How ghostwriters can help execs find their POV (not just polish)- The real ROI of storytelling is reputation, not reachPerfect for:- Founders and execs trying to grow on LinkedIn- Comms teams turning leadership into creators- Ghostwriters building long-term client relationships- Anyone starting over and using content to get back in the gameConnect with Ted:- Ted’s LinkedIn: https://www.linkedin.com/in/ted-merz-cfa-b711257/- Principals Media: https://www.principalsmedia.com/Connect with me:Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 From Bloomberg to LinkedIn: how storytelling became the next chapter02:30 Getting laid off at 57 with no plan05:00 Going viral with real stories (and no strategy)07:45 Why so much founder content feels generic09:30 What ghostwriters should be doing for execs12:15 The Bloomberg comms lessons that stuck14:45 The danger of over-polished “vulnerability”17:10 What metrics Ted cares about (and what he ignores)20:20 Starting Principals Media: from DMs to clients23:00 Helping execs write without dumbing it down25:30 Why founder content is just good leadership in public27:40 How writing helped Ted clarify what came next30:00 If you want to start posting this is what you should start with#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Amanda Zhu is the co-founder of Recall.ai, the API that lets SaaS tools access data from Zoom, Meet, Teams, and more.In just 8 months, Amanda grew her LinkedIn following to 40,000+ and turned content into a serious GTM channel, helping Recall land customers like HubSpot, Calendly, Apollo, and Datadog, while scaling past $20M ARR.In this episode, Amanda walks through her full playbook, from getting lucky with her first viral post, to building a structured, repeatable system for consistent growth. We also break down Recall’s content ops, audience targeting, and why Amanda believes credibility is earned in public, not in your pitch deck.Topics that we will cover in this episode: - The 2-week LinkedIn experiment that changed Recall’s GTM strategy- How Amanda and her marketer co-write 6 posts every week- Building a Notion database of content ideas, voice notes & pillars- Why “hook + value” is still the core formula for going viral- How to keep content fresh by varying tone, depth, and topic- What they’ve learned about the LinkedIn algorithm (and how it’s changing)- The real ROI: 20M+ impressions and customers that “already know her”- Why Amanda briefly added PS product pitches and why she removed them againConnect with Amanda: - Amanda’s Linkedin: https://www.linkedin.com/in/zhu-amanda/- Recall.ai: https://www.recall.ai/Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Amanda’s Background & What Recall.ai Does02:10 Why LinkedIn Became Their Top GTM Channel04:00 The First Posts: No Framework, Just Instinct06:15 Going Viral Early - Luck or Strategy?08:00 Reverse-Engineering What Works (And Building a System)10:00 Notion Board, Weekly Content Meetings, Hands-on Writing13:00 Voice Notes, Pillars, and Getting Granular16:00 Scheduling Posts vs. Posting Live17:45 Daily LinkedIn Routine & Why They Avoid Automation19:20 The Target Account List Strategy (Manual, Not Automated)20:45 What They Track Instead of Attribution22:00 The Unquantifiable ROI (Conferences, Familiarity, Warm Leads)24:30 Why Hooks Matter More Than Anything Else25:30 The Role of Founder Stories, Frameworks, and Granular Value27:30 Tradeoffs: Building for Founders vs. Selling to Product Leaders29:00 Why Content Only Works if You’ve Lived the Story30:30 Should Her Co-founder Post Too? Why Timing Matters32:00 Advice to YC Founders: Just Start Posting (Even If It Sucks)34:20 How to Build Your Own System36:15 The “PS Buy Our Product” Era (Why It Worked & Why They Paused It)Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/#founderledmarketing #b2bmarketing #linkedin #saas #founderbranding #executivebranding #pr

Sylvia LePoidevin is the CMO at Kandji, where she helped grow the Apple device management company from employee #4 to 300+, scaling from the zero-to-one phase to a mid eight figure business valued at $850M.In this episode, Sylvia breaks down what it really takes to market to technical buyers, why her team now invests in the 95% of prospects who aren’t yet in-market, and how she’s scaling brand, community, and content without losing the human touch.We talk podcast flywheels, internal marketing, enabling sales reps on LinkedIn, and building a culture of experimentation even at scale.Topics we cover in this episode:- Sylvia’s journey from employee #4 to CMO at an $850M company- Why Kandji bets on the 95% of buyers who aren’t yet in market- How to earn trust with technical buyers (and why community matters)- Their content system: podcast → blog → video → flywheel- Launching The Sequence as a separate media brand (and why it works)- Empowering internal voices: from sales reps to podcast hosts- Social selling: how Kandji is doing it- Measuring brand without relying on attribution dashboards- Marketing’s new job: internal clarity and executive storytelling- How Sylvia helps her team become future CMOsConnect with Sylvia: - Linkedin: https://www.linkedin.com/in/sylvialepoidevin/- Kandji: https://www.kandji.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 From employee #4 to CMO at an $850M company01:50 The biggest lesson: Don’t wait to build brand04:00 Who Kandji sells to and how they market to them06:10 Why community works with technical audiences08:30 How they balance messaging across the buying committee10:15 Measuring brand when attribution falls short12:00 Using podcast content to power the flywheel14:30 Launching The Sequence as a standalone media brand17:10 Why “people posts” outperform company posts on LinkedIn19:40 Building a studio and enabling internal creators21:20 LinkedIn for recruiting, not just lead gen23:10 Social selling for sales reps: early wins25:45 The zero-to-one content that blew up for Sylvia28:00 How content shaped her leadership30:50 Leading a large team: what matters now33:15 Internal marketing and storytelling for executives35:00 Shark Tank pitch day + being bold in brand37:00 Giving your team space to experiment in the AI era#founderledmarketing #b2bmarketing #linkedin #saas #founderbranding #executivebranding #pr

Adam Frankl was the first VP Marketing at JFrog, Neo4j, and Sourcegraph, all three dev-first unicorns.He’s helped dozens of early-stage DevTool startups go from “cool idea” to credible company. And now he’s written the book on it.In this episode, Adam breaks down the biggest mistakes technical founders make when they try to grow. He shares the exact process he’s used to validate real problems, build developer trust, and create go-to-market clarity, before spending a single dollar on ads or content.This is the DevTool marketing blueprint.Topics we cover in this episode:- Why the best DevTools start with a real problem, not a cool idea- How to recruit a “Technical Advisory Board” to guide your strategy- The 3 best questions to ask in early-stage user interviews- Why GitHub stars ≠ validation- What your first dev-focused marketer should actually do- How to earn developer trust without hype or paid media- The difference between a founder brand and a founder POV- How to become the go-to expert in your space, even if nobody knows you yetPerfect for:- DevTool founders figuring out go-to-market- Early-stage marketers building developer credibility- Technical leaders turning product into motionConnect with Adam:- Adam’s Linkedin: https://www.linkedin.com/in/adamfrankl/ - Adam’s book - The Developer Facing Startup: https://www.amazon.de/-/en/Developer-Facing-Startup-market-developer-facing/dp/B0D4KGHQML Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 The real DevTool go-to-market playbook02:10 Why the best companies solve old problems, not invent new ones04:25 How to validate with 50+ real conversations (not downloads)06:45 What most founders get wrong about early traction08:20 GitHub stars ≠ signal10:00 The “Technical Advisory Board” strategy explained13:00 How to ask better questions in early interviews15:10 Why cold outreach work if you lead with value17:45 The biggest red flags in early-stage feedback20:30 Turning developer insight into content that actually works22:50 What your first marketing hire should focus on (it’s not leads)26:00 Founder POV vs. Founder Brand28:30 Why developers follow people—not companies30:15 Adam’s content hierarchy: 1. research, 2. insight, 3. distribution33:00 The social proof flywheel and when to start turning it35:45 Picking the right distribution channel for your audience37:20 Why forced content formats always fail40:00 Do you need a new category or just a better story?42:10 Final advice: what early DevTool teams should obsess overPodcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: 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

Meghan Barr helped build one of the most powerful CEO brands on LinkedIn. As VP of Brand, Content & Comms at ZoomInfo, she’s spent the last 5 years helping turn Henry Schuck (CEO of ZoomInfo, $1.2B ARR) into a storytelling machine, without losing authenticity.In this episode, we go behind the scenes of that process:- How Meghan transitioned from journalism to tech- The content pillars behind ZoomInfo’s CEO brand- How their “in your corner” videos are made- What happened when they took out apology billboards- Why Henry’s posts outperform ZoomInfo’s 240K-follower brand page- How she’s scaling the strategy to other executives (and what she looks for)- The playbook for brand leaders, comms teams, and CEOs who actually want their voice to cut through.- Topics we cover in this episode:- Going from Boston Globe journalist to ZoomInfo’s VP of Brand- The origin story of ZoomInfo’s LinkedIn strategy- Why they prioritize LinkedIn over blogs and press releases- How to turn a CEO’s voice into a repeatable content system- Managing risk, pushback, and post-performance conversationsThe “personal + product” content blend that works bestPerfect for:- Comms leaders building their CEO's Brand- Founders building their LinkedIn voice- Brand and content teams scaling thought leadership contentConnect with Meghan:- Meghan’s Linkedin: https://www.linkedin.com/in/meghan-barr-3211865/- ZoomInfo: https://www.zoominfo.com/LinkedInConnect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Meghan’s journey from newsroom to ZoomInfo02:00 Why Henry Schuck hired a journalist, not a marketer04:00 Making the jump during COVID and overcoming imposter syndrome06:30 How newsroom skills transfer to startup brand leadership08:20 Building trust with a high-expectation founder CEO10:15 When LinkedIn replaced blogs (and why)12:00 Henry’s viral obituary post: how it came together14:30 The sausage-making behind every post16:10 Content goals: Product, People, and Personal18:00 Metrics: From 100K+ impressions to today’s new benchmarks20:45 Dealing with performance pressure and pushback23:00 Risk-taking: The billboard apology stunt that paid off26:15 Turning ZoomInfo’s sentiment from negative to positive28:30 Why LinkedIn is also internal comms now30:00 Activating the rest of the executive team32:00 Why safe content doesn’t work anymore34:00 Aligning CEO messaging with company brand strategy36:00 How Henry’s scrappy product demos are made38:30 Why founder-led video works at scale40:15 The no “leaders of leaders” mindset inside ZoomInfo42:00 KPIs for executive content (followers, media, reach)44:15 The new role of PR in an AI-dominated world46:00 Why thought leader ads are a missed opportunity49:00 Inspiration from John Gray, Daniel Ek, and McDonald’s CEO51:00 What’s next: Vertical earnings videos and employee advocacy53:00 How much time Henry actually spends on content55:00 Final thoughts: Building trust and a strong internal rhythm#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Alec Paul is the CEO and Founder of SalesBrand, and behind some of the most successful CEO brands on LinkedIn.He’s helped founders like Adam Robinson (Retention.com), Gal Aga (Aligned), and Sam Jacobs (Pavilion) generate millions of views, without sounding like everyone else.In this episode, Alec shares his full playbook for building a breakout founder brand: from narrative structure and viral storytelling to POV development, content systems, and how to win on LinkedIn in 2025.If you want to build your founder's brand presence on LinkedIn this is required.Topics we cover in this episode:- What makes a founder’s POV stand out- How to build trust without “sounding like LinkedIn”- The frameworks Alec uses to structure posts that perform- Why most ghostwriting sounds like AI (and how to fix it)- The 3 post types every CEO brand needs- How to balance virality with long-term positioning- Why story + structure are more important than hooks + hacks- What Gal Aga, Adam Robinson, and Sam Jacobs are doing differently- Why most CEOs fail to commit to content (and how to change that)- The truth about engagement drops and why LinkedIn still worksPerfect for:- Heads of Brand and Coms trying to grow their CEO's brand- Ghostwriters building POV-led content systems- Content marketers helping executives show up authentically- Anyone who wants to scale founder-led marketing the right wayConnect with Alec:- Alec’s Linkedin: https://www.linkedin.com/in/alecjpaul/- SalesBrand: https://forms.gle/2SgtaT31pHDgccDM8Connect 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/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters:00:00 Alec’s background and the rise of Arch Public02:00 What makes a CEO brand break out on LinkedIn04:45 The difference between viral content and thought leadership06:30 Why Gal Aga’s content strategy works08:30 Narrative design vs. “just write a hook”11:10 Storytelling frameworks that actually perform14:20 Why “pillar content” isn’t enough to scale a brand17:15 The problem with AI-generated posts19:40 How Alec thinks about trust, tone, and differentiation22:30 When founders should outsource (and when they shouldn’t)25:20 Helping execs find their voice without sounding forced28:10 The 3 formats that every executive brand needs30:45 What LinkedIn is rewarding right now34:00 What most ghostwriters miss about long-term POV36:30 Building content systems vs. chasing engagement38:15 Why LinkedIn reach is down but still worth it40:10 The power of comment DMs and mid-funnel plays42:00 Measuring success beyond vanity metrics44:15 Final advice for founders and ghostwriters in 2025#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Philippe Léhoux is the co-founder of Missive, a collaborative email app bootstrapped to $7.5M ARR with no sales team, no paid marketing, and no funding.It took six years to reach $1M ARR. Today, Missive is used by thousands of teams, and still run by just 15 people.In this episode, Philippe breaks down the journey behind one of SaaS’s quietest success stories.He shares how he ran two companies in parallel, got rejected by YC three times, and why building slow (and staying small) was the right call.Topics we cover in this episode:- Running two startups at once (and why it worked for years)- Why Missive was never a “rocketship”—and why that was okay- The moment they stopped chasing growth hacks- Reaching $1M ARR after 6 years (and $7.5M today with 15 people)- How COVID wiped out their first business overnight- Building the AI features users actually need- The emotional cost of founder life and how he managed it- Why staying small is a competitive advantage- How Missive turned email into a multiplayer productPerfect for:- SaaS founders building without outside funding- Founders trying to avoid the “VC treadmill”Connect with Philippe:Philippe’s LinkedIn: https://www.linkedin.com/in/plehoux/Missive: https://missiveapp.com/Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Why Philippe prefers calm SaaS growth01:40 Rejected by YC (3 times)03:20 Building ConferenceBadge and Missive in parallel05:45 What happened when COVID hit07:10 Why they built Missive with no product-market fit09:30 Growing to $1M ARR in six years11:15 Staying small on purpose13:20 The mental toll of long-term building15:50 Hiring lessons from a 15-person team18:00 Where Missive is at today ($7.5M ARR)19:45 Why he creates content after 10 years of silence21:00 Launching with the help of Jason Fried23:10 Why email is still the ultimate workspace26:30 Their approach to AI (and what they won’t build)28:10 Final advice for calm SaaS builders#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Tushar Makhija is the co-founder and CEO of TeamOhana, a workforce intelligence platform that unifies finance, HR, and talent data, so growing companies can plan and manage headcount in real-time.In this episode, Tushar shares how TeamOhana is breaking into enterprise deals while still winning $15K mid-market accounts, and why he believes spreadsheets are the silent killer of scale.Topics we cover in this episode:- Why $15K is the minimum price even for tiny teams- What most SaaS founders get wrong about Workday- From 150 to 15,000 employees: scaling up-market without losing speed- The strategic manifesto Tushar wrote before writing code- Why spreadsheet workflows kill growth (and how to replace them)- How to build multi-product from day one without losing focus- Case study: landing Scale AI with a 30-day exit clause- Why you should produce your own founder podcast (and send it to every hire)- The LinkedIn + long-form strategy driving brand and pipeline- How TeamOhana frames “collaborative workforce intelligence” to win dealsConnect with Tushar:LinkedIn: https://www.linkedin.com/in/tusharmakhija/TeamOhana: https://teamohana.comConnect 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 for more founder-led marketing playbooks from high-growth SaaS leaders.Chapters00:00 Why TeamOhana starts every deal at $15K02:01 The hiring spreadsheet every company hates05:10 Why selling to both Finance and HR was non-negotiable08:30 Breaking into enterprise: from mid-market to 15K+ employees10:40 How Tushar priced for scale (and resisted the $1K/month trap)14:20 Building a multi-product platform with a narrow start18:30 Turning spreadsheets into cloud-native workflows22:00 The playbook for converting $15K logos into $100K ACVs24:10 How Scale AI became a customer with a 45-day escape clause28:30 Competing with Workday: why they’re a filing cabinet, not a system of action32:50 Why hiring managers must live inside your product35:00 GTM channels: website, LinkedIn, outbound—and one long-form bet38:00 The 2-hour podcast Tushar made himself (and why he did it)41:00 Every new hire watches the founder video—here’s why42:45 Final advice: pick 2–3 channels and go deep#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

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 nextPerfect 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 worksConnect with KDLinkedIn: 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 Highlights01:00 Why KD Really Started Posting on LinkedIn03:00 Recruiting with Content (No Sales Needed)05:30 How Posting Has Changed (and What Still Works)07:20 Why He Stuck With Text-Only Posts09:00 Going Solo: More Money, Less Fun11:15 Why He Returned to Sales Leadership14:30 His Niche: Scaling from 5 to 50 Reps16:10 The 5D Leadership Framework18:00 Writing for Agreement (Not Just Education)20:00 Why Founder Content Should Amplify ICP Voices22:40 KD’s Daily Writing System25:30 How to Pick the Right Post to Write27:00 Why You Should DM Every Liker29:00 Outreach Tactics Most Founders Miss31:45 Why You Must Master Manual Before Automating34:00 The Secret Power of Founder-to-Founder DMs36:30 The Mental Shift from Inbound to Outbound38:00 Scaling Sales in SMB: What Actually Works41:00 Why ACV Isn’t the Problem—Pipeline Volume Is43:00 Where AI Is Already Working in Sales46:00 The Leadership Gap in AI Adoption48:00 What KD Wishes He Knew 15 Years AgoPodcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: 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