Integrate your CRM with other tools
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How to connect your integrations to your CRM platform?
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Techbit is the next-gen CRM platform designed for modern sales teams
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Why using the right CRM can make your team close more sales?
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What other features would you like to see in our product?
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In today’s crowded B2B SaaS market, many founders are turning to personal branding and social platforms to stand out from the noise. That’s where founder-led marketing on LinkedIn comes in. If you want to showcase your expertise, engage with potential customers, and drive inbound sales, LinkedIn can be your best friend—if you know how to play the game.
In the latest episode of the SocialKit Podcast, host and SocialKit founder, Nikolas Chapoupis, sat down with Finn Thormeier, an expert in founder-led marketing on LinkedIn, to dissect exactly how to use this platform to grow your follower base, raise brand awareness, and ultimately drive revenue for your SaaS company. Below, you’ll find the key takeaways from their conversation, along with actionable steps to get started.
Meet the Expert: Who Is Finn Thormeier?
Finn is the founder of a 10-person company that implements founder-led marketing strategies—primarily on LinkedIn—for B2B SaaS companies. He’s grown his personal LinkedIn following to 30,000+ connections and has hosted top-tier guests on his own podcast, including luminaries like Chris Walker, Adam Robinson, Dave Gerhardt, and Gael Gaëlle (among others). Finn’s experience isn’t just theory; his company relies on the very strategies he outlines to generate leads and clients.
In Finn’s words:
“I’m in the trenches every day. We practice what we preach—everything from writing content, doing outbound, to engaging with other thought leaders is part of our DNA.”
Why Founder-Led Marketing on LinkedIn Matters
If you’re running a SaaS business, you may ask: “Why focus on building my personal brand when there are so many other marketing channels?” The short answer: Trust. People buy from people, especially in B2B. Showcasing your expertise and personality on LinkedIn helps prospective customers see you as a thought leader, not just another salesperson.
Key benefits of founder-led marketing on LinkedIn:
- Establish Authority: Prospects are more likely to trust a company if the founder or CEO actively shares insights and knowledge.
- Boost Visibility: LinkedIn’s organic reach can still be strong, especially for founders willing to share real, valuable content.
- Drive Qualified Leads: When done correctly, founder-led LinkedIn marketing can attract your exact Ideal Customer Profile (ICP).
- Accelerate Word-of-Mouth: Great posts often get shared internally within Slack channels or on other social platforms, amplifying your visibility.
1. Identify Your ICP and Core Theme
According to Finn, the first step is defining your ICP (Ideal Customer Profile). Are you targeting early-stage SaaS founders, Heads of Marketing at mid-sized B2B companies, or HR executives at enterprises? The more precise, the better. Once you know who they are, pick your “lane”—the one overarching theme or topic you want to be known for.
Finn’s tip: “Overlap your area of expertise, your product’s value proposition, and what your audience cares about. That intersection is your content sweet spot.”
Action Steps:
- Write Down Your ICP: Include job titles, company size, industry, and top pain points.
- List Potential Content Themes: Consider what your product or service solves. If you sell HR software, talk HR. If you sell a tool for marketing agencies, talk about marketing tactics.
- Choose One Main Theme: Don’t water down your presence by covering too many topics. Stay focused.
2. Commit to a Consistent Posting Cadence
Consistency is king on LinkedIn. Finn recommends at least two posts per week, although daily posting can expedite growth. Some creators batch-create content once a week, others write each morning. Find a system that suits you and stick with it.
Finn’s example: Gael Gaëlle spends 6–8 hours every Sunday drafting two to three high-quality LinkedIn posts. Chris Walker writes his posts every morning, blocking out 30–60 minutes.
Action Steps:
- Set a Posting Frequency: Pick a realistic number (e.g., 2x, 3x, or 5x a week).
- Block Calendar Time: Dedicate a consistent time slot—daily or weekly—to draft, edit, and schedule your posts.
- Use Tools (Optional): A LinkedIn scheduling tool (or a simple spreadsheet) can help plan your content ahead of time.
3. Engage Thoughtfully Every Day
Posting is only half the battle. Finn emphasizes the power of commenting on others’ posts to build recognition and relationships.
Why engage on LinkedIn?
- Build Reciprocity: Thoughtful comments often lead to return engagement on your own posts.
- Gain Visibility: Your comments appear in other people’s feeds, extending your personal brand’s reach.
- Develop Relationships: Connecting with industry peers can lead to collaborations, partnerships, and more.
Finn’s recommended daily plan:
- Create two Sales Navigator lead lists:
- ICP: Potential buyers of your product.
- Thought Leaders: Influencers and experts already creating content in your niche.
- Comment on 5–10 posts daily from each list. Make your comment truly add value—ask a follow-up question, agree and add an example, or politely disagree with a clear argument.
4. Monitor Relevance Over Vanity Metrics
It’s tempting to chase likes and impressions. But if you’re building a founder-led marketing strategy on LinkedIn, your priority is relevance. A post with only 30 likes but featuring the right people (i.e., your ICP) is more valuable than a 1,000-like post from an audience who’ll never buy.
Finn’s warning: “Don’t fall into the trap of chasing viral content. If your content doesn’t resonate with your ICP, you’re wasting time.”
Action Steps:
- Track “Profile Views”: Premium LinkedIn accounts let you see who viewed your profile. Are these people your ICP?
- Look for Quality Comments: Is your target audience asking questions or showing interest?
- Self-Reported Attribution: Ask prospects, “How did you hear about us?” If they say “LinkedIn,” it’s a signal your content is working.
5. Use Content as an Inbound AND Outbound Tool
Founder-led marketing isn’t just an inbound activity—especially when you’re starting out. Finn shares the story of a founder who only got ~10 likes on each post in the early days. But each like, from relevant ICP members, was a golden invitation to reach out and start a conversation.
Practical Hack:
- Check who liked or commented on your post.
- If they fit your ICP, send a polite connection request: “Thanks for engaging on my post. Would love your feedback on a new feature/tool I’m building.”
- Turn those calls into market research or even direct sales if there’s clear interest.
6. Learn from High-Performing Posts
Finn walked through real examples of his top-performing posts. One highlighted a SaaS founder’s rapid growth from $0 to $700k ARR in four months, explaining the exact go-to-market tactics that founder used. It resonated because:
- Big, specific result: The eye-catching number immediately hooks the right audience (SaaS founders).
- Cliffhanger in the opening lines: Encourages readers to click “See More.”
- Tangible steps and stats: Concrete details feel credible and actionable.
Format Tips:
- Strong Hook in First 1–2 Lines: Highlight an impressive or surprising stat.
- Tease the Reader: Promise them an actionable takeaway if they click “See More.”
- Provide Specifics: Share exactly how you achieved the result or what the other founder did, including tools, strategies, and even real numbers if possible.
7. Overcoming Lack of “Authority”
Not everyone has a famous track record or big exits to mention. Finn’s advice is to document your real experiences—whether they’re successes or failures—and share insights. If you’re early-stage or pivoting industries, you can also do the following:
- Invite Experts: Run a podcast or interview series. Borrow authority by curating knowledge from established names.
- Share Building-in-Public Stories: If you’re learning email marketing from scratch, share your real numbers (like going from 0 to 100 subscribers) and outline what you did right or wrong.
- Focus on Real Examples: Instead of stating “how you should do it,” phrase it as “what we did and the outcome we saw.”
Finn’s note: “People trust genuine case studies. If you show real results—even if they’re small—readers believe you more than if you’re just giving generic advice.”
Final Thoughts: Make Founder-Led Marketing on LinkedIn Work for You
Founder-led marketing on LinkedIn can be an incredible growth engine for your B2B SaaS if you’re consistent, authentic, and strategic. Yes, you might struggle at first with low engagement. But each piece of content serves as a building block for awareness, credibility, and a loyal following of potential buyers.
Quick Recap:
- Define Your ICP and Topic: Stay laser-focused on who you want to reach and what value you bring.
- Post Consistently: Set realistic goals for how often you’ll publish and plan your content.
- Engage Meaningfully: Use Sales Navigator lists to interact with both your ICP and industry thought leaders.
- Track Quality Over Quantity: Relevant engagement beats vanity metrics.
- Leverage Inbound + Outbound: Reach out to people who engage with your posts, even if you only get a handful of likes initially.
- Share Real Stories: Concrete examples, results, and mistakes build authority, even if you’re not a household name.
About the Podcast
This article is based on an original conversation from the SocialKit Podcast, hosted by Nikolas Chapoupis, Founder of SocialKit. The podcast featured Finn Thormeier, an expert in founder-led marketing on LinkedIn who has interviewed some of the most successful personal-brand builders in SaaS. Finn runs a 10-person agency dedicated to helping SaaS founders develop and execute winning LinkedIn content strategies.
Want More Insights on Founder-Led Marketing?
- Follow Finn on LinkedIn for ongoing tips and strategies on how to sharpen your founder-led content approach.
- Subscribe to the SocialKit Podcast for more expert interviews covering personal branding, SaaS marketing, and business growth strategies.
By applying these principles, you can unlock the full potential of founder-led marketing on LinkedIn—building trust, attracting qualified leads, and growing a brand that resonates in your niche. Start small, stay consistent, and remember that every post is an opportunity to learn and refine. You’ll be amazed how far that perseverance can take you.
