The Founder-Led Marketing Show

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 firmsPerfect 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 companiesConnect 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/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 Peter’s Background: HubSpot → CEO at Databox02:05 Why Every B2B CEO Should Post on LinkedIn04:00 The Hidden Leverage of CEO Content06:15 Attribution Is Broken—but It Still Works08:40 Measuring Word-of-Mouth and Dark Social10:30 Why Search Declined & LinkedIn Rose12:55 ROI: How Peter Tracks Impact with 3 Metrics15:00 The “Two Hour a Day” LinkedIn System17:15 Primary Research, Customer Quotes & Content Flywheels20:45 AI, GPT, and Building an Internal Content Engine23:10 Product Marketing Content → LinkedIn Posts25:10 Should You Break the LinkedIn Rules?26:45 When (and How) to Call BS Publicly29:00 The Power of Differentiated Positioning31:00 Building a Strategy Map for GTM33:15 Serving Mid-Market Customers with Pricing & Product36:45 Strategy at $10M ARR vs. Early-Stage SaaS39:40 Why CEO Content Scales Better than You Think41:15 Why It’s Hard to Scale LinkedIn Internally43:10 Incentives That Actually Work for Employees44:30 Building a Reseller Engine for Content & Growth46:00 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 Storycraft51:30 The #1 Priority if You Only Have 30 Minutes a Day53:00 Can a Founder-Led Content Agency Actually Help?#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Taylor Haren is the founder of Sales Automation Systems, running high-volume outbound campaigns for companies like RB2B, Fixer AI, and Directive, sending up to 8.5 million emails per month.In this episode, Taylor breaks down what actually works in cold outreach in 2025, why most people fail with it, and how to build systems that generate PLG signups, meetings, and revenue at scale.We will talk about:- Why cold email isn’t dead—but traditional tactics are- The “Navy SEALs vs. Carpet Bombing” framework for outbound- How to get a 3X reply rate by changing one line of copy- Offers that convert: what makes a good one, and how to test it- How Taylor built a system to analyze 250+ messaging variants- Tech stack recommendations for deliverability in 2025- The real reason most campaigns fail (it’s not the copy)Perfect for:- Founders wondering if outbound still works (it does)- Growth leaders building PLG or hybrid sales models- Anyone testing cold email and struggling with resultsDon’t forget to subscribe to the podcast for more unfiltered conversations with SaaS founders and operators building differently.Connect with Taylor:- LinkedIn: https://www.linkedin.com/in/taylorharen/- Sales Automation Systems: https://www.salesautomation.systems/- Episode with Garrett, CEO of Directive: https://youtu.be/_ln2Tw_GFWc?si=Yw2RpVdpYLZgMjWxConnect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Intro: What Taylor’s Building02:00 Cold Email in 2025: What Still Works05:12 The “Carpet Bomb” Playbook (PLG at Scale)07:40 Why the Old Multi-Touch Sequences Are Dead09:30 How Offers Shape Everything in Cold Email12:40 Blending High-Volume and Targeted Sales15:45 Garrett from Directive’s Copy Beat the AI 18:30 When Cold Email Can Replace Ads (and Why)21:10 Why One Email Every 60 Days Is the Sweet Spot23:40 Copy That Converts: Taylor’s Full Framework27:15 Subject Lines, Hooks, and Real Personalization30:20 AI vs Human-Written Cold Emails32:00 How to A/B Test Messaging the Right Way36:00 $100M Offers and Irresistible Cold Hooks39:10 Cold Email as a GTM Testing Tool41:00 The Rule of 1,000: Why You’re Not Sending EnoughPodcast: 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

Peter Walker is the Senior Director of Insights at Carta, the leading cap table platform with over 45,000 customers and one of the most followed B2B voices on LinkedIn. In this episode, Peter breaks down how he built Carta’s insights function from scratch and how it's become one of the most effective brand-building machines in SaaS. He shares how data storytelling fuels their content engine, what makes a great graphic, and why every B2B company should have a voice in the public conversation.Topics we cover in this episode:- How Carta turned data into a brand moat- The 3 core skills behind a great insights team- Peter’s system for publishing daily, high-impact LinkedIn content- What makes a great data visualization (and what doesn’t)- How to test and scale content ideas through comments and reposts- The CTA and chart format that drives thousands of subscribers- Carta’s long-term approach to insights: not leads, just value- Why most B2B brands should stop gating data and start storytelling- Peter’s LinkedIn growth from 2K → 137K and the flywheel behind itPerfect for:- B2B marketers building thought leadership around data- SaaS founders exploring brand-led growth- Operators looking to create LinkedIn-native content systems- Anyone wondering how to turn usage data into viral insightsConnect with Peter:- LinkedIn: https://www.linkedin.com/in/peterjameswalker/- Carta: https://carta.com/- Data Desk Newsletter: https://carta.com/data/- How to create engaging data graphics: https://www.linkedin.com/posts/peterjameswalker_the-5-step-guide-to-building-data-graphics-activity-7341517849120731136-aTKA/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 the Insights Function at Carta02:10 How Carta Uses Data to Fuel Daily Content05:00 Carta’s Distribution Flywheel: LinkedIn → Email → Events08:45 Who Should Build an Insights Function12:30 What Makes Data “Interesting” Enough to Publish14:40 Usage Data vs. Market Data (and What You Can Do With It)17:10 Privacy, Contracts, and How to Handle Sensitive Data19:30 Measuring Success: The 6-Month Rule21:00 Who Should Be the Public Face of Insights?22:40 The Rise of Embedded Creators in B2B24:50 The Equity Insight That Blew Peter’s Mind27:00 LinkedIn Growth: 2K to 137K and the Tipping Point30:10 Text + Image vs. Video: What Works on LinkedIn33:00 How to Use Comments to Supercharge Distribution35:40 The Right Way to Follow Up with Creators36:40 The Three Kinds of Data Stories That Work38:45 Newsjacking, Press Coverage, and Ecosystem Relevance42:50 Visual Design: What Makes a Chart Work46:10 The Tableau → Figma Workflow Explained49:20 Use One Chart for One Story—Then Scale It52:00 The Importance of Staying Curious (and Consistent)54:00 Peter’s Final Advice for SaaS Brands and CreatorsPodcast: 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

James Hawkins is the co-founder & co-CEO of PostHog, a dev-first product suite built to help teams build better software, faster. Since launching in 2020, PostHog has grown to 100+ people, 14 products, and a plan to hit $100M ARR by 2026, all while staying lean, shipping fast, and having fun.In this episode, James breaks down how they got early traction, why building for developers demands a different growth mindset, and what it actually takes to scale multi-product SaaS in public. Topics we cover in this episode:- Why PostHog focused on shipping speed instead of sales- The real story behind PostHog’s $100M ARR target- Building multiple products at once with 2-person teams- The value of shitposting (and why it still works)- How James thinks about brand, attention, and developer trust- Why they replaced product managers with empowered engineers- PostHog’s approach to retention, performance reviews & team design- Growing through word of mouth vs. optimizing for ROI- Lessons from building and monetizing open source software- James’ advice on fundraising, agency hiring, and long-term thinkingPerfect for:- DevTool founders scaling without a salesteam- B2B SaaS teams building multi-product platforms- Founders looking to build a brand, culture, and a presence on LinkedInDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with James:- LinkedIn: https://www.linkedin.com/in/j-hawkins/- PostHog: https://posthog.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 Intro & PostHog’s Mission01:35 Setting a $100M ARR Goal (When They Had $0)04:20 Long-Term Thinking & Taking Big Swings06:05 Why Having Fun Is Strategic07:12 Shitposting for Brand and Attention10:00 The Day They Hit Product-Market Fit13:40 Early-Stage Lessons: Why Velocity is more improtant than Validation16:00 Pricing Strategy for Open Source Tools18:30 Competing in Existing Categories (and Why)21:15 Why Product Engineers Don’t Have Deadlines24:00 No Roadmaps, No Meetings, No Bureaucracy26:30 Hiring for Ownership and Accountability28:15 How They Evaluate Performance Without Goals30:00 Product Engineer Hiring Criteria & Red Flags32:15 Talking to Users (Without Forcing It)34:40 Developer Marketing That Actually Works37:00 Four Reasons People Choose PostHog39:05 Brand, Word of Mouth, and Developer Taste41:10 Being the News vs. Chasing It43:00 When They Shipped the Wrong Product45:30 Building a Data Warehouse to Compete with Snowflake47:05 Why Hard Products Drive Retention49:00 Letting Engineers Decide What to Fix51:00 How AI Is Used Inside PostHog53:15 Fundraising Advice for DevTool Founders55:20 Final Thoughts & ClosingPodcast: 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

Santosh Sharan is the founder of ZeerAI, who helped scale companies like Apollo, ZoomInfo, and RB2B. ZeerAI is building AI agents that act like your best sales rep, engaging with buyers, answering questions, and moving deals forward without needing a human.In this episode, Santosh explains why most sales and marketing channels are failing, how LinkedIn became his #1 source of demand, and how AI agents will transform how we buy and sell software.He also walks through the exact playbook he used to go from 5K to 44K followers, run 200+ meetings, and build product-market fit, before shipping a product.Topics we cover in this episode:- The system behind 200+ meetings booked through content- Why most B2B GTM motions are broken (and how to rebuild them)- How Santosh grew from 5K to 44K LinkedIn followers in one year- What “buyer agents” are and why they’re the next GTM role- How he used content to test pricing, positioning, and demand- What it takes to get 50+ qualified calls from a single post- Why repeatable conversations are better than repeatable automations- The future of pricing, value-based offers, and go-to-market opsDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with Santosh:- LinkedIn: https://www.linkedin.com/in/ssharan/- ZeerAI: https://zeer.ai/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/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 Santosh’s Background: From ZoomInfo, Apollo to ZeerAI02:15 Why Most GTM Motions Don’t Work Anymore05:00 What Happens When Everyone Copies the Same Tactics07:45 The LinkedIn Strategy That Replaced Outbound10:10 The System Behind 200+ Meetings Booked Through Content13:30 From 5K to 44K Followers in 12 Months15:50 How Content Became the Primary Validation Engine18:40 What to Post (And Why It’s Not About You)21:15 The Real Power of CTA Posts (And What Kills Them)24:10 Why repeatable conversations are better than repeatable automations27:30 How to Get Buyers to Come to You, without a Demo Funnel29:50 Why Buyer Agents Will Replace SDRs (And What That Means)32:00 The Death of Seat-Based Pricing34:45 How to Build a Category Without Spending $500K36:30 Building a Community Before Product39:00 The Office Hours Strategy That Drives Pipeline41:45 Advice for Founders Starting From Zero#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Gal Aga is the co-founder and CEO of Aligned, a deal room platform used by teams at HubSpot, Salesforce, Intel, and more. In the last year, Gal went from a few thousand followers to 74,000+, gets up to 1M impressions per week, and attributes 65% of Aligned’s leads directly to LinkedIn.In this episode, Gal breaks down exactly how he writes high-performing posts, the system behind his three-post-per-week cadence, and how content became the foundation for hiring, expansion, and product-market fit.Topics we cover in this episode:- The system behind Gal’s 3M/month LinkedIn reach- How 65% of Aligned’s leads come from content- Writing posts that drive 400+ leads without ads- Gal’s exact weekly routine and how long each post takes- Building your narrative by testing in public- The difference between being a thought leader vs. having a strong POV- Why engagement hooks and polished writing still matter- Using LinkedIn to improve hiring, expansion, and even fundraisingDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with Gal:- LinkedIn: https://www.linkedin.com/in/galaga/- Aligned: https://alignedup.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 Gal’s Background & Aligned’s LinkedIn Strategy01:20 From 0 to 74K Followers in 12 Months03:15 How 65% of Leads Come from LinkedIn05:40 The Business Case: Why Brand is Bigger than Channel07:45 Content’s Hidden ROI: Hiring, Retention, Events, Funding10:05 Gal’s Weekly Writing Workflow (Sun–Fri Breakdown)13:20 Why Each Post Takes 2–3 Hours to Write15:05 The Role of Hooks, Tone, and Authenticity17:45 Comment Strategy, Engagement Cadence & Inbox Limits20:20 How He Prioritizes What to Write (100+ Hook Bank)24:30 The Anatomy of a Great Post: Hook, POV, Takeaway27:30 Why Bullet Points and Contrarian turns into Scroll Stopper30:10 What Makes Content Commentable (and Shareable)32:30 The CTA Playbook Gal Uses in His Posts35:00 Why Links Don’t Kill Reach (If the Post Is Good)37:20 Newsletter Plans, Repurposing, and What’s Next40:00 Gal’s Framework for Thought Leadership That Actually Performs42:30 Advice for Founders Who Want to Start But Feel Behind#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Jason Fried is the co-founder of ⁨37signals the company behind Basecamp and HEY, and a pioneer of calm company building. In this episode, Jason explains why he doesn’t chase trends like AI, how 2-person teams launch new products inside 37signals, and what it really means to build with taste, not speed.Topics we cover in this episode:- Why Basecamp hasn’t added AI, and why that’s not a problem- How Jason avoids FOMO, even as trends explode- Why 37signals builds multiple products with just 60 people- What “product taste” really means—and how to hire for it- The future of craftsmanship in a world of AI- Jason’s unstructured workdays and creative flow- How he’d build if he started from scratch in 2025- Why content ≠ content, and how writing built 37signals’ brand- When to ship vs. when to keep buildingDon'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/jason-fried/- Basecamp: https://basecamp.com/- Hey: https://www.hey.com/- Books: https://basecamp.com/books- REWORK Podcast: https://youtube.com/playlist?list=PLwo5Hcps5IkBBAv1-_HPOMvC4Rn1p8lsQ&si=7tq91JJ-GS4pgY1vConnect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Why Basecamp hasn’t added AI, and how Jason thinks about it03:20 Avoiding FOMO and chasing trends05:50 What Jason would do if he had to start from scratch08:00 Making multiple products with just 60 people10:18 How 2-person teams launch new tools at 37signals12:00 The story of a product they killed—and why14:30 Does SaaS still have room for new ideas?16:15 The real opportunity: simpler software18:30 Why trades might be the most future-proof jobs20:05 The future of craftsmanship in an AI world22:10 Jason’s spontaneous workdays and unstructured flow24:45 What makes a good day at work26:15 When to ship vs. when to keep building30:00 How to make decisions without chasing competitors33:00 Why Jason hates the term “content”34:45 Writing, trust, and brand building the 37signals way37:00 Redesigning products without alienating your users39:30 Jason’s philosophy on culture: it emerges, not planned43:00 Taste, talent, and how 37signals hires designers49:00 What taste really means—and how to spot it51:30 Jason’s favorite products: from V-Drums to a 1978 Porsche54:00 Why legacy doesn’t matter (and ego does)56:30 What Jason would prioritize if building a village63:00 New book teaser: Make It Up As You GoPodcast: 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

Steffen Hedebrandt is the co-founder and CMO of Dreamdata, a B2B attribution and activation platform powering go-to-market insights for B2B companies.Dreamdata is 60 people strong, split between Copenhagen and New York, and they’ve built one of the most consistent employee advocacy motions in SaaS. It all started with a viral LinkedIn post from one AE and turned into a repeatable system that drives awareness, attribution insights, and revenue.In this episode, Steffen shares how they turned 300,000 impressions into a company-wide habit, how they operationalize social selling without being “corporate,” and what it takes to scale LinkedIn content into an always-on revenue channel.Topics we cover in this episode:- How one viral post kicked off Dreamdata’s LinkedIn motion- Turning 300K impressions into a repeatable team playbook- What most companies get wrong about employee advocacy- Steffen’s rules for team buy-in, incentives, and sustainable posting- Why the best posts aren't about reach but relevance- How to track impact without obsessing over attribution -The role of “thought leader ads” in Dreamdata’s GTM strategy- What the future of content looks like in an AI-saturated worldDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with Steffen:- *LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/- Dreamdata: https://dreamdata.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 Building Dreamdata’s LinkedIn Motion from Day One02:15 The Post That Sparked a Teamwide Strategy04:00 How a Chris Walker Comment Turned Into Pipeline06:10 From 300K Impressions to a Cultural Shift08:00 Why Fun, Not Enforcement, Drives Employee Buy-in10:12 How to Incentivize Employees to Post—Without Killing the Vibe12:00 Self-Interest vs. Company Interest: What Makes Posting Sustainable14:00 When to Post for Reach vs. Pipeline16:10 What to Track (And What to Ignore) with Organic Attribution18:15 26K Followers Isn’t the Goal—Owning Distribution Is20:00 Posting with 12 Likes Is Part of the Game22:00 Quantity vs. Quality: Should You Spend 2–3 Hours on a Post?24:30 How to Win in a Winner-Take-All Algorithm26:15 What Happens When Employees Build Too Much Influence?28:30 Every Growth Tactic Stops Working Eventually30:00 AI Makes Generic Content Useless—Here’s What Still Works32:30 Proprietary Data + Real POV = The Future of Content35:00 Why Human Touch and Community Will Win Long-Term37:15 How Dreamdata Turns Organic Hits Into Paid Ads40:00 The Role of Dreamdata’s Weekly LinkedIn Live Show43:00 Their Allbound Strategy: From Content to CRM#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

Amos Bar-Joseph is the co-founder and CEO of Swan AI, a go-to-market automation platform powered by AI agents.In just 9 weeks, Swan went from zero to $1M ARR, with no sales team, no paid marketing, and no employees beyond the three co-founders.In this episode, Amos breaks down how he used LinkedIn to drive 100% of their pipeline, how he turned content into a system, and why movements outperform personal brands.Topics we cover in this episode:- Scaling to $1M ARR in 9 weeks with just 3 founders- Why Amos rejected the unicorn playbook- From 2K to 20K followers: the system behind his LinkedIn growth- How Swan uses AI agents to generate pipeline, without cold outbound- The “challenge the challenger” narrative strategy explained- Why a movement is bigger than brand (and how to build one)- How to write content that goes viral and turns into revenue- The internal AI stack that powers Swan’s GTMDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with Amos:- LinkedIn: https://www.linkedin.com/in/amos-bar-joseph-5a665a142/- Swan AI:https://www.getswan.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 Building Swan AI → $1M ARR in 9 Weeks02:15 The anti-unicorn playbook: scaling with intelligence04:45 Why Swan only has 3 people—and plans to keep it that way06:40 The birth of the “autonomous business” movement09:00 From 2K to 20K followers in 9 weeks (and how it happened)11:12 Founder-led marketing vs. movement-led marketing13:24 The “challenge the challenger” narrative strategy15:06 Why credibility comes from what you’re doing now, not your past17:10 Writing viral content: structure, systems, and smart hooks20:25 Launch playbook: how Amos engineered momentum from day one24:50 Becoming a broker of belief, not just a source of opinions27:32 Writing process: AI collaboration, prompts, and iterations30:00 Pillars, lenses, and how to always have something to say32:36 Turning impressions into pipeline with AI agents34:20 The LinkedIn-to-revenue system: observer, connector, hunter36:30 Why comments, DMs, and replies matter more than you think38:30 What it takes to hit $10M ARR per founder40:15 Swan’s new operating system: replacing org charts with workflows#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

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 fastHow Rand built a waitlist of 14,000+ on day oneThe tradeoffs of calm growth: fewer integrations, higher churnHow to design a business around what you’re good atWhat Rand would do differently if starting todayWhy founder-led marketing still works—and how to scale itRand’s take on AI, competitive risk, and moving slowly on purposeProduct-market fit is a journey, not a destinationDon'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/0735213321Snackbar 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/03CXzsZp7wdqIRVDcqPTFHChapters:00:00 Building Moz to $50M ARR → Starting Over at SparkToro01:35 Founder strengths, weaknesses, and designing around them04:10 Why Rand stopped taking sales calls (and what happened)07:12 Hiring for cultural fit, not just talent09:24 Intentional product limits—and accepting churn12:30 The “rules for business life” Rand wrote before SparkToro14:15 Why calm companies make better decisions17:21 Product is 80%. Here’s what the rest looks like19:37 Do you need a founder-led marketing motion?22:20 Building brands without being the face25:08 Launch strategy: how Rand got 14,000 waitlist signups26:22 What changed after Rand’s Moz exit windfall28:01 Is financial comfort a requirement for calm growth?30:26 How Rand would grow SparkToro if he started at zero31:27 The role of content, Reddit, YouTube, and cross-posting34:36 Why Reddit is a B2B marketing cheat code36:14 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