The Founder-Led Marketing Show

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

Marty Kausas is the Co-Founder & CEO at Pylon. Pylon is a modern alternative to Zendesk, optimized for B2B.Marty's LinkedIn posts generated 1.2 million impressions, leading to 5.5x their revenue in 2024.We talk about the impact of Founder-Led Marketing on Pylon's revenue, how the tech landscape in San Francisco is changing, and many other topics like:- Founder-Led Marketing Insights- Marty's Journey of Building his LinkedIn Presence- Measuring Success and Growth- The Role of LinkedIn in Pylon's Business Growth- Understanding B2B vs B2C Workflows- The Importance of Messaging and Positioning- Defining a Unique Point of View- Marty's Advice for Aspiring SaaS FoundersPerfect 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 Marty:Marty’s Linkedin: https://www.linkedin.com/in/martykausas/Pylon: https://usepylon.com/Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 The San Francisco Tech Landscape03:09 Political Climate and Its Impact06:03 Founder-Led Marketing Insights08:49 The Journey of Building a LinkedIn Presence12:06 Navigating Controversy and Viral Content15:02 The Role of LinkedIn in Business Growth18:06 Positioning Against Competitors: The Zendesk Killer21:07 Understanding B2B vs B2C Workflows22:45 Defining a Unique Point of View24:58 The Importance of Messaging and Positioning28:00 Maximizing Content Marketing Efforts30:34 Adapting to a Crowded LinkedIn Landscape38:01 Transitioning to Upmarket Strategies42:10 Advice for Aspiring SaaS Founders#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

In this Episode, I break down the step-by-step direct response post framework to 10-100X your leads from LinkedIn.Topics that we will cover are: - Case Studies and Practical Tools- How to Write Good LinkedIn Hooks- The Importance of Resonance Over Engagement- Understanding Customer Priorities Through Research- How to Scale Content- 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/Chapters07:10 Engagement and Community Building08:03 Direct Response LinkedIn Framework20:47 Case Studies and Practical Applications27:21 Mapping Product Solutions to Customer Priorities30:21 Crafting Effective Hooks for Engagement33:23 Delivering on Promises: The Importance of Solutions36:12 Understanding Customer Priorities Through Research39:11 Scaling Content: The Power of Video Sales Letters42:25 Creating Layered Content for Diverse Needs44:43 Defining Real Priorities for Your Ideal Customer Profile48:44 Iterating on Content Strategy for Better Engagement#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Arthur Castillo is the Director of Content, Community & Partnerships at Aligned. Aligned is pioneering the new way that B2B revenue teams interact with customers in today's remote, digital era.After excelling as a top 3 sales rep at every company Arthur worked for, he decided to explore marketing and his obsession with the B2B buying journey.We talk about how Aligned made LinkedIn, with over 10M+ impressions per year, one of their biggest lead channels and many other topics like:- Understanding PLG and Sales Strategies- Developing a Unique Point of View- Measuring Success and Growth- How to Start Posting on LinkedIn- Experimentation and Goal Setting- The Importance of Customer Feedback- Supporting CEOs in Content Creation- Targeting the Right Audience with Founder-Led MarketingPerfect 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 Arthur:Arthur’s Linkedin: https://www.linkedin.com/in/arthur-castillo/Aligned: https://alignedup.com/Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 Introduction to Aligned and Its Leadership 03:01 The Power of Founder-Led Marketing 05:52 Understanding Buyer Enablement 09:09 Developing a Unique Point of View 12:07 The Feedback Loop in Content Creation 14:55 Measuring Success and Growth 17:52 Strategies for Advocating Content Marketing 20:51 Framing Content Marketing as an Experiment 24:02 Experimentation and Goal Setting 27:24 The Power of Content as Leverage 30:00 Understanding Customer Feedback 32:20 Supporting CEOs in Content Creation 35:30 Targeting the Right Audience 39:53 Navigating Complex Buying Committees 43:02 Bridging Communication Gaps #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Wes Bush is CEO & Founder of ProductLed. The #1 Coaching Company For SaaS Founders & Their GTM Teams Looking To Scale With Product-Led Growth.Over the last 8 years, Wes worked hands-on with 400+ SaaS companies, helping them unlock $1B+ in self-serve revenue through Product-Led Growth (PLG). We discuss the principles of Product-Led Growth (PLG), the importance of Founder-Led Marketing and many other topics like:- The Role of Content in Building Trust and Authority- The Value of Newsletters in B2B Marketing- The Impact of Webinars on Trust and Engagement- Understanding What Drives Business Outcomes- Leveraging Ghostwriters for Content Creation- The Three Modes of Product-Led's Business ModelPerfect 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 Wes:Wes’s Linkedin: https://www.linkedin.com/in/wesbush/ProductLed: https://productled.com/Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 – Introduction to PLG & Founder-Led Marketing02:50 – The Three Modes of a Product-Led Business06:09 – Why Writing & Publishing Books Matters08:47 – How Content Builds Trust & Authority12:10 – Should Founders Write a Book?14:49 – The Power of Newsletters in B2B Marketing18:03 – Building a Product Philosophy20:57 – The Character Diamond & Personal Branding24:05 – How Webinars Build Trust & Engagement26:51 – Using Ghostwriters for Content Creation30:04 – What Drives Business Outcomes?33:03 – Final Thoughts on Writing & Content Strategy#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Breaking down a customer case study on Fredrik Björk, CEO at Grafbase. Grafbase provides secure self-hosted deployment options, unmatched query speed, advanced governance, and unified data access for reliable, enterprise-grade API management. I analyze how he was able to generate 4 enterprise VP leads ($500K ACV) with 1 LinkedIn post, with specific insights around: - Understanding the Customer's Background - Content Strategy and Performance Metrics - The Importance of Resonance Over Engagement - Leveraging Insights for Business Strategy - Measuring Trust and Credibility - Competitive Advantage in Content Creation Perfect 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/ Chapters: 00:00 Introduction to Customer Case Study 02:48 Understanding the Customer's Background 05:34 Content Strategy and Performance Metrics 09:32 The Importance of Resonance Over Engagement 14:29 Leveraging Insights for Business Strategy 18:45 Measuring Trust and Credibility 24:56 Competitive Advantage in Content Creation #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Jacco van der Kooij, founder of Winning by Design, advises B2B SaaS companies on scaling sales. He discusses how AI is transforming go-to-market strategies and its potential for revenue generation. The importance of brand trust and the evolving skill sets needed for founders are emphasized. Jacco contrasts intuition with data-driven decisions, highlighting the critical balance necessary for effective lead generation. He also addresses the pitfalls of discounting in SaaS and advocates for innovative, human-centered engagement strategies for 2025.

Alyona Mysko is the founder and CEO of Fuelfinance. This all-in-one FP&A solution combines technology with human touch to help startups and small businesses better manage their finances. Alyona is a CFO turned entrepreneur and she helps startup founders making their finance function efficient. Alyona believes that financial management is too old for a new economy, and it doesn't take pace with modern business. We talk about how she made LinkedIn her biggest lead channel and many other topics like: - Transitioning from Service to Product - Her LinkedIn Strategy for Growth - Inspiration for Content Creation - Finding the Right Posting Frequency - Measuring Success and Setting Expectations - Innovative Approaches to Founder-Led Marketing Perfect 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 Alyona: Alyona’s Linkedin: https://www.linkedin.com/in/alyona-mysko/ Fuelfinance: https://fuelfinance.me Connect with me: LinkedIn: https://www.linkedin.com/in/finnthormeier/ Website: https://www.project33.io/ Chapters Introduction to Fuelfinance - 0:00 Transitioning from Consulting to SaaS - 2:50 The Importance of Co-Founders in Startups - 6:01 Leveraging LinkedIn for Lead Generation - 9:07 Building Credibility and Partnerships on LinkedIn - 12:09 Content Strategy and Posting Frequency on LinkedIn - 14:55 Tools and Resources for Effective Content Creation - 18:00 Analyzing Content Performance and Engagement - 20:49 The Role of Personal Branding in Business - 24:03 Innovative Marketing Strategies and Founder-Led Marketing - 26:55 #linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding