What’s Working Right Now: 14 Founder-Led Strategies
We’ve spoken to 10 B2B CEOs over the past 6 weeks about how they’re using founder-led content to attract leads and accelerate their GTM motion.
Here are 14 strategies working right now:
1) REPEAT YOURSELF
99% of marketing is reminding people who you are, why you exist and what problems you solve.
2) IF YOU’RE GOING TO HAVE 1 GOAL, BE THE GO-TO RESOURCE IN YOUR INDUSTRY
By helping your ICP do their job, and showing them how you do yours.
3) IF YOU HAVE BALLS, BUILD IN PUBLIC
People want to know what you’re doing and how much money you’re making. I think works because you have skin in the game. And people love seeing “behind the scenes.”
4) HELP YOUR ICP BENCHMARK
No matter what vertical you’re in, every ICP wants to know “what are other companies doing for X process in our space?” Tell them. Consistently.
5) YOUR ICP DOES NOT HAVE A SHORT OF AN ATTENTION SPAN AS YOU
Longer posts are not worse. If anything, they offer more room for value. Either way, it’s quality that matters. Length is irrelevant.
6) GO UNHINGED ON YOUR COMPANY ACCOUNT
Yes, focus on your CEOs profile (much stronger reach) but don’t neglect the company page. But differentiate your content. Posting about webinars and events exclusively is a total waste of time. Unhinged strategy is becoming more effective (see beehiiv, Ramp and Obol).
7) IT’S OKAY TO SUCK FOR A WHILE
It’s wild to me how many founders implement the lean startup methodology in every area of their business but then totally forget it with content. The ONLY way you will learn is by trying and getting started today.
8) DON’T BOTTLENECK YOURSELF
I get it - your reputation is sensitive. You have investors and customers. I don’t care. Don’t push your bar so high that you never publish anything.
9) SHIP MORE
As I said, repeat yourself. It’s okay. Consistency trumps perfection. Regular posting is more effective than the once-in-while “perfect” post (which flops anyways 50% of the time).
10) HELP YOUR ICP DO THEIR JOB
Not just buy your product.
11) EVERY POST IS A PRODUCT. DELIVER ON YOUR PROMISE
It might seem like your content is “free” but it’s really not since people pay in time to read your posts. Make your posts worth 10x the time they spend reading it and you’ll be flying.
12) IF YOUR HOOK FLOPS, YOUR POST FLOPS
Your hook must engage. Rewrite it 5x. Things that are working right now: Using social proof like numbers or big names, writing in first-person and creating suspense.
13) DON’T NEGLECT THE 3RD PILLAR
The 3rd pillar of your LinkedIn-based GTM motion: employees (after founder and company). Do a 20 min workshop with your team showing them how to post.
14) LASTLY, CAPTURE THE TRUST YOU’RE BUILDING
Posting for posting’s sake isn’t worth it - generate leads. Reach out 2-3 months after they begin engaging with your profile and you’ve qualified them for maximum response rates.
That’s all for today!
Happy to jam more on any of this — DM me on LinkedIn to chat or apply for our waitlist here.
