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 industryPerfect 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 categoryDon'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 Chapters00:00 Introduction and Jason’s Background01:40 Why Employee Benefits Are Broken04:55 How Lifestyle Spending Accounts Work08:10 Inventing a New Category—Before the Term Existed10:30 What Triggered the HR Benefits Shift Post-COVID13:41 How Forma Landed Microsoft as a Customer16:50 Enterprise Sales as a Team Sport19:00 Should You Bet Your Startup on One Big Logo?21:20 When Enterprise Product Requests Derail the Roadmap23:28 The Difference Between Scalable vs. Custom Feature Work27:36 Why Customer Experience is a Moat30:20 Building Products for End Users—Not Just Buyers32:25 Product vs. Relationship: When Not to Build a Feature34:25 Advice for SaaS Founders Entering HR36:21 How Forma Is (Carefully) Exploring AI38:05 What HR Teams Actually Care About with AI39:59 Founder-Led Marketing & Jason’s LinkedIn Strategy42:10 The Process Behind Jason’s LinkedIn Content43:46 Why Content Helps Own the LSA Narrative45:25 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

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” earlyTopics 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 marketingPerfect 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 scaleDon'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 Chapters00:00 Introduction and Michael’s Background01:10 Why Retention is the #1 Metric for Agencies03:00 The Revenue-Sharing Model for Account Managers06:15 Aligning Incentives with Client Success08:30 Building an Ownership Culture in Account Management11:10 Setting North Star Metrics and Client KPIs14:00 The Myth of 50% Profit Margins16:30 Why Small Agencies Struggle with Churn20:00 How to Build a Calm, Profitable Agency23:00 Scaling from $1M to $5M: The Key Levers26:00 Finding and Growing Your #2 Operator28:00 What to Know Before Spinning Out a SaaS Product31:00 The Mistake Most Founders Make When Building Products33:00 Building Tools Your Agency Can’t Live Without35:00 Why Most SaaS Companies Don’t Make Real Money36:30 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

Frank Sondors is the co-founder and CEO of Salesforge, a platform that blends AI agents and human sales teams to maximize pipeline generation. In just 12 months, Salesforge scaled from 0 to $3M ARR without a massive sales team.In this episode, Frank breaks down the biggest levers behind that rapid growth, why founder-led marketing was essential in the early days, and how his team is building an AI-powered sales ecosystem instead of a traditional SaaS tool. He also shares the mindset and execution strategies behind scaling multiple products in parallel, optimizing founder-led marketing, and when to transition beyond it as a company grows.### *Topics that we are covering in this episode:*- The biggest growth levers behind scaling to $3M ARR- How Frank dominated LinkedIn to drive early traction- Why founder-led marketing works—but why it isn’t enough long-term- How AI agents and automation are reshaping outbound sales- Why Salesforge launched multiple products in parallel instead of a single brand- The playbook for building an ecosystem of SaaS tools- Scaling from 3 founders to 40 employees in 12 months- The right way to transition from founder-led growth to scalable marketing### *Perfect for:*- SaaS founders looking to scale revenue without a large sales team- B2B sales leaders navigating AI and automation in pipeline generation- Entrepreneurs figuring out how to transition beyond founder-led salesDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!### *Connect with Frank:*- *LinkedIn:* https://www.linkedin.com/in/franksondors/- *Salesforge:* https://www.salesforge.ai/### *Connect with me:*- *LinkedIn:* https://www.linkedin.com/in/finnthormeier/ - *Website:* https://www.project33.io/ - *Podcast:* https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH ### *Chapters*00:00 Introduction and Frank’s Background03:10 The AI Sales Revolution: Why Salesforge Exists06:00 Scaling to $3M ARR in 12 Months—Without a Sales Team08:48 The Founder-Led Marketing Playbook for Early Growth11:59 Why LinkedIn Domination Was Critical for Scaling14:45 Running Multiple SaaS Products Instead of One21:08 The Power of AI Agents and Automation in Sales27:20 How to Transition from Founder-Led to Scalable Growth30:09 The Role of SEO, Affiliate, and Word-of-Mouth Growth33:02 Building a Modular SaaS Ecosystem Instead of a Single Product35:49 Why AI Agents Won’t Replace Sales Teams—But Will Change Them39:02 How Salesforge is Reducing the Cost of Sales Teams41:49 The Future of AI-Powered Sales and Go-To-Market Strategies#linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy

Bethany Stachenfeld is the co-founder and CEO of Sendspark, a SaaS platform that helps businesses create personalized videos at scale using AI. Since launching in 2019, SendSpark has grown into a go-to tool for sales teams looking to increase engagement and efficiency in outreach.In this episode, Bethany shares how she’s leveraged founder-led marketing to build SendSpark, scale her audience to over 25,000 LinkedIn followers, and generate thousands of signups per month. She breaks down the workflow strategies, automation tools, and signals she tracks to convert content engagement into warm outbound leads.### *Topics that we are covering in this episode:*- How AI is changing video personalization in sales and marketing- The impact of founder-led marketing on brand growth- Bethany’s process for consistently posting high-value content- The automation stack she uses to scale outreach and engagement- How to track and convert social engagement into revenue- The role of video in outbound sales and why it works- Lessons from scaling a SaaS company in a competitive market### *Perfect for:*- SaaS founders and marketing leaders looking to leverage founder-led marketing- Entrepreneurs curious about AI-powered personalization in sales- Business leaders exploring outbound sales automation- Marketers and sales teams who want to increase engagement with videoDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!### *Connect with Bethany:*- *LinkedIn:* https://www.linkedin.com/in/bethany-stachenfeld/- *Sendspark:* https://www.sendspark.com/### *Connect with me:*- *LinkedIn:* https://www.linkedin.com/in/finnthormeier/ - *Website:* https://www.project33.io/ - *Podcast:* https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH ### *Chapters*00:00 Introduction and Bethany’s Background03:10 How AI is Changing Video Personalization06:00 The Founder-Led Marketing Playbook08:48 Turning Social Engagement into Revenue11:59 Automating Outreach Without Losing Authenticity14:45 Scaling a SaaS Company with Founder-Led Growth21:08 The Role of Video in Sales and Marketing27:20 The Tools and Tech Stack Behind SendSpark’s Growth30:09 Best Practices for Outbound Sales Using AI33:02 The Future of AI in Sales and Marketing35:49 Common Mistakes in Founder-Led Marketing39:02 What’s Next for SendSpark#linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

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 DistillingPerfect 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/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters:00:00 The Journey from B2B Marketing to Distilling03:10 Challenges of Founder-Led Marketing06:00 The Milkshake Example: Understanding Customer Needs08:48 Transitioning from Founder-Led to Broader Marketing11:59 The Importance of Language in Marketing14:45 Case Studies: Lessons from Failed SaaS Companies21:08 The Role of Founders in Scaling Businesses27:20 Evolving Marketing Strategies for SaaS Companies30:09 The Role of Founder-Led Marketing33:02 Identifying the Right Founders for Marketing35:49 Breaking Norms in Founder-Led Marketing39:02 Understanding Market Opportunities and Risks41:49 Transitioning from Marketing to Distilling49:50 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

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 growthDon'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

Dave Gerhardt, Founder of Exit Five and a marketing leader with a rich background at Drift and Privy, shares valuable insights on building a strong founder brand. He emphasizes the necessity of differentiation in a saturated SaaS market and the power of storytelling for authentic connections. Dave discusses the significance of consistency in content creation, how to leverage audience feedback, and crafting a personal brand on LinkedIn. Plus, a whimsical take on a satirical movie about founder culture adds a fun twist to the conversation!

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 BusinessPerfect 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/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 The Journey to Entrepreneurship02:52 Navigating the AI Landscape06:06 Prioritizing Product Development09:09 Focusing on Financial Advisors11:59 Expanding Beyond Financial Advisors14:51 Lessons from Transitioning to Startup Life18:00 Advice for Aspiring Founders21:04 Building Credibility in B2B23:46 Fundraising Insights26:49 Navigating the AI Hype30:02 Future of AI in Business#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

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 PerformancePerfect 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/Chapters00:00 Introduction to LinkedIn Ads and Fletch02:18 Strategies for Amplifying Organic Content05:39 Paid Search vs. LinkedIn Ads: A Balanced Approach09:23 Budgeting for LinkedIn Ads: Initial Considerations11:44 Campaign Structure: Cold vs. Retargeting Layers15:52 Attribution and Measuring Impact19:27 Content Strategy for Cold and Retargeting Ads23:32 Optimizing Ad Performance and Budget Allocation27:49 Optimizing LinkedIn Ad Spend30:09 Building Brand Awareness for Non-Market Buyers32:02 Leveraging Engagement Signals for Outbound Strategies35:09 The Hustle Behind Successful Marketing37:08 Exploring Cross-Platform Advertising Strategies39:00 The Evolution of Thought Leader Ads40:58 Foundational Elements for LinkedIn Advertising Success45:51 Troubleshooting LinkedIn Ad Performance#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

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 EngagementPerfect 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/Chapters00:00 Masterclass in Product Launch on LinkedIn05:27 Strategic Use of Funding Announcements08:48 The New PR Playbook for Founders12:46 Building an Engaging Audience17:14 Navigating Engagement Pods and Boosted Posts20:08 Leveraging Social Proof for Growth25:22 Building Strong Associations in Business26:42 Starting from Scratch: The Power of Focus27:45 Creating a Podcast to Connect with Your Audience29:20 Leveraging Conversations for Content Creation31:19 Establishing a Consistent Posting Cadence33:41 Maintaining Momentum in Content Creation36:59 Learning from Mistakes: The Importance of Focus43:10 The Value of Newsletters in Building Relationships44:51 Depth vs. Frequency in Content Creation#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding