What the #1 B2B CEO Mastering Founder-Led Content in 2024 Does Differently (And How You Can Too)
The #1 B2B CEO doing founder-led branding in 2024?
Adam Robinson of Retention.com.
Go over to his profile. Read his posts. Watch his videos.
And then remind yourself - this is a B2B tech CEO.
Not a singer-songwriter. Not a TikTok celeb. Not a professional athlete.
Why is this so important?
Because tech is becoming cheaper, easier to build and more commoditized
And if you want to avoid the race to the bottom, you must differentiate. But how? Adam's answer: branding.
Your brand is the last true moat.
Here are 3 lessons from Adam Robinson you can apply today to boost your founder-led branding motion in 2024:
1) DO DEEP STORYTELLING
Adam's posts are raw and unfiltered—he shares not just the highs but the struggles too, like his experience when a massive technical mistake nearly cost him a $10M deal. He doesn’t just mention the mistake; he details the frantic calls, the tension, and how it all played out. This kind of honesty builds trust - your most valuable asset.
ACTION ITEM:
Pick a moment in your career when everything almost fell apart—maybe a deal gone wrong. Don’t just tell people what happened - describe the exact moment, the emotions you felt, etc. Make your audience feel the tension and relief alongside you. Forget about short-term engagement metrics—help your fans root for you.
2) BUILD IN PUBLIC WITH REAL NUMBERS
Adam doesn’t just talk about wins. He shows real metrics—like when Retention.com hit $2.6M ARR but struggled with 14% churn. He lays it all out: growth, challenges, and even what’s not working. This kind of transparency isn’t easy, and there might be good reasons to avoid it, but its power is undeniable.
ACTION ITEM:
Share one metric you’re proud of and one that’s a challenge. Post about both—whether it’s revenue, churn, or customer growth. Be brutally honest about what’s not going as planned. For example, "We grew by X% this quarter, but we’re still struggling to fix Y." This creates trust and trust creates a loyal audience.
3) DON'T POST AND GHOST
Adam’s posts are conversation starters, not monologues. He asks his audience for their input and uses their feedback to guide his content and product decisions. This builds engagement and gives his audience ownership.
ACTION ITEM:
In your next post, ask a specific question about a topic your audience cares about. Then respond to the comments. This isn't just content—it's building a community.
Tldr:
Tech moats are disappearing, fast (s/o Klarna ripping Salesforce & Workday)
Brand is the last true moat.
That’s why I’m building in public, and maybe it’s time for you to do the same :)
PS: Thanks Adam for inspiring me.
