How SentinelOne’s ($1B ARR) CMO Uses LinkedIn to Drive Brand & Pipeline

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 learn

• The difference between being different and being distinct and why it matters more for B2B brands

• How SentinelOne doubled its LinkedIn followers in 12 months

• Why follower growth isn’t vanity when it drives top-of-funnel awareness

• How to get executives posting consistently without forcing it

• Bryan’s 4 stages of adopting AI in marketing teams

• How synthetic audiences and agentic AI are changing customer research

• The “Day 1 Buyer List” every marketer needs to understand

• Why every brand investment should have a measurable impact on demand

  
  

Perfect for Founders, CMOs, and marketing leaders who want to:

• Build distinctive brands that dominate the buyer’s “Day 1” list

• Turn executive teams into LinkedIn thought leaders

• Blend AI, content, and brand for measurable pipeline impact

Connect with Bryan

Bryan’s Linkedin: https://www.linkedin.com/in/bryanbasdenlaw/

SentinelOne: https://www.sentinelone.com/

Connect with me

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Website: https://www.project33.io/

Chapters

00:00 Distinct vs Different
02:00 Why distinctiveness beats differentiation
05:30 Brand assets that make you recognizable
08:30 Using AI and synthetic audiences for messaging
10:45 Why SentinelOne made LinkedIn a top priority
13:00 Metrics that actually matter beyond follower count
16:00 The 3 levers that drove 100K+ new followers
18:00 Getting executives active on LinkedIn
19:45 The Henry Schuck story on building a personal brand
21:30 How executives should approach LinkedIn posting
25:00 Balancing personal content vs company relevance
27:00 Why CEOs should post on LinkedIn (and how to convince them)
30:00 The CEO as a distinctive brand asset
32:00 Inside SentinelOne’s internal brand ambassador program
35:00 The “Day 1 Buyer List” and marketing to the 95%
38:45 Brand investments that actually drive demand
42:30 What every CMO should still do in the AI era
46:00 How SentinelOne uses GenAI operationally
47:30 Favorite AI tools in Bryan’s stack
49:00 Closing thoughts