Founder-led Marketing Playbook for B2B SaaS startups in LinkedIn

Launching founder-led content on LinkedIn for a B2B SaaS CEO

Can be a game-changer, especially with the right strategy in place. Here’s a breakdown of your advice that highlights key steps for success:

1. Leverage LinkedIn’s Power: In 2024, LinkedIn is arguably the most impactful platform for B2B SaaS. Founder-led content drives authentic engagement, builds trust, and ultimately generates leads. Start by posting consistently from your personal account rather than the company page to create a stronger personal connection.
2. Choose Your Execution Method: Decide who will handle the content—whether it’s you, a marketing team member, or an external agency. Each approach has its advantages, but it’s essential to align the content with your voice and goals, whether managed internally or externally.
3. Commit to a 90-Day Test: Dedicate a full quarter to testing this strategy. In these 90 days, you should see the results if you follow through on the plan. This gives enough time to fine-tune the approach and identify patterns that work for your audience.
4. Highlight Your Unique Differentiators: As both a company and a founder, it’s critical to identify what makes you stand out. This unique selling point will become the foundation for your LinkedIn content, ensuring it resonates with your audience and adds value beyond generic posts.
5. Create a Content Funnel: Map out the stages of your content funnel—top of funnel (awareness), middle of funnel (consideration), and bottom of funnel (decision)—and ensure your LinkedIn posts address all of these stages to guide your audience through the customer journey.
6. Post Consistently: Aim for five LinkedIn posts per week, creating a steady rhythm of content. A biweekly content interview with your marketing team can serve as a great source for post ideas, insights, and inspiration. Alternatively, if you’re more hands-on, writing them yourself is a good option. Use content templates to streamline the process.
7. Analyze Performance: Pay close attention to what works. Whether it’s a certain topic, post format, or tone, track what gets the most engagement, reach, and inbound inquiries. Use these insights to optimize future posts.
8. Engage with Your Audience: Responding to comments on your posts is non-negotiable. Engagement drives the algorithm and helps build relationships. Treat comments like conversations, and prioritize authentic responses.
9. Outbound Engagement: Spend around 20 minutes each day engaging with your ideal customer profile (ICP) by commenting on their posts, connecting with them, and participating in discussions. This approach fosters genuine relationships and positions you as a trusted voice in your industry, rather than a faceless seller.

Why founders should create content?

Founders should create content because it serves as a powerful tool for amplifying their ideas, attracting opportunities, and building meaningful connections. As David Perell describes, content acts like a "serendipity vehicle" that works for you even when you’re not actively engaging. By putting their thoughts, experiences, and insights online, founders can open up channels for discovery and opportunity far beyond their immediate reach.

Some key reasons for founders to invest in content creation:

1. Acquire Customers: Content helps potential customers find you. By sharing your expertise and solutions, you position your brand as a trusted resource, bringing in aligned and interested customers.
2. Attract Talent and Partnerships: Well-crafted content showcasing your vision can attract like-minded individuals and partners who resonate with your mission, helping you grow your team and strategic alliances.
3. Gain Speaking and Networking Opportunities: Publishing content increases your visibility in your industry, often leading to invitations for speaking at conferences, podcasts, or interviews, expanding your influence.
4. Receive Valuable Ideas and Feedback: Audience engagement with your content can provide insightful feedback, new ideas, and perspectives that can enhance your product or strategy.
5. Build a Community: Content helps to foster a community of followers and supporters around your brand, creating a loyal audience that feels connected to your journey and values.

By actively creating content, founders don't just share ideas—they cultivate an ongoing dialogue that fuels business growth and opportunities, often in unexpected ways.

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Final Takeaway

Commit to this strategy for at least one quarter, and you’ll likely see noticeable gains in visibility, connections, and potentially revenue. As this foundation proves successful, you can extend the playbook to include your co-founders and leadership team, further amplifying your reach and brand presence on LinkedIn.

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