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

Peter Caputa is the CEO of Databox, a $10M+ ARR analytics platform that helps businesses centralize their data and make better decisions.

Before joining Databox, Peter was one of the early sales leaders at HubSpotwhere he helped pioneer the agency partner program that fueled the company’s breakout growth.

In this episode, Peter shares his full playbook for using LinkedIn as a CEO, why most founders still underrate brand and feedback loops, and how he spends 2–3 hours a day on content that drives real business outcomes.

We also get into positioning, pricing, and why staying visible yourself is one of the most underused advantages in SaaS.

Topics we cover in this episode:

- Peter’s system for LinkedIn: writing, feedback, and scheduling

- How CEO content helped Databox navigate SEO decline

- The real ROI of posting daily (and how to measure it)

- Why most attribution models undervalue social

- How Databox used primary research to shape their GTM

- The mindset shift most founders need to publish consistently

- When calling BS publicly is worth it (and how to do it right)

- Positioning strategy: how Peter narrowed ICP & launched new pricing

- The HubSpot lessons he’s applying at Databox

- Why RevOps agencies are replacing traditional B2B marketing firms

Perfect for:

- Founders wondering if CEO-led content is worth the time

- SaaS execs rethinking SEO, attribution, and content strategy

- Marketing and RevOps leaders selling to mid-market companies

Connect with Peter:

- LinkedIn: https://www.linkedin.com/in/pc4media/

- Databox: https://databox.com/

Connect with me:

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

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

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

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

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

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

Chapters

00:00 Peter’s Background: HubSpot → CEO at Databox

02:05 Why Every B2B CEO Should Post on LinkedIn

04:00 The Hidden Leverage of CEO Content

06:15 Attribution Is Broken—but It Still Works

08:40 Measuring Word-of-Mouth and Dark Social

10:30 Why Search Declined & LinkedIn Rose

12:55 ROI: How Peter Tracks Impact with 3 Metrics

15:00 The “Two Hour a Day” LinkedIn System

17:15 Primary Research, Customer Quotes & Content Flywheels

20:45 AI, GPT, and Building an Internal Content Engine

23:10 Product Marketing Content → LinkedIn Posts

25:10 Should You Break the LinkedIn Rules?

26:45 When (and How) to Call BS Publicly

29:00 The Power of Differentiated Positioning

31:00 Building a Strategy Map for GTM

33:15 Serving Mid-Market Customers with Pricing & Product

36:45 Strategy at $10M ARR vs. Early-Stage SaaS

39:40 Why CEO Content Scales Better than You Think

41:15 Why It’s Hard to Scale LinkedIn Internally

43:10 Incentives That Actually Work for Employees

44:30 Building a Reseller Engine for Content & Growth

46:00 What Kind of Content Still Performs Best?

48:00 What Peter Obsesses Over (It’s Not the Algorithm)

50:10 Favorite Writing Lessons, Hooks, and Storycraft

51:30 The #1 Priority if You Only Have 30 Minutes a Day

53:00 Can a Founder-Led Content Agency Actually Help?

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