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How SentinelOne’s ($1B ARR) CMO Uses LinkedIn to Drive Brand & Pipeline
Bryan Law is the CMO at SentinelOne, an AI-powered cybersecurity company that just crossed $1B ARR.
Before joining SentinelOne, Bryan led marketing at Salesforce and ZoomInfo, where he learned the power of distinctive brands and founder-led storytelling.
In this episode, Bryan breaks down how he helped SentinelOne become the fastest-growing cybersecurity brand on LinkedIn (up 61% YoY) — and how he’s rethinking executive content, AI, and brand-building in enterprise SaaS.
What you’ll learn
The difference between being different and being distinct and why it matters more for B2B brands
How SentinelOne doubled its LinkedIn followers in 12 months
Why follower growth isn’t vanity when it drives top-of-funnel awareness
How to get executives posting consistently without forcing it
Bryan’s 4 stages of adopting AI in marketing teams
How synthetic audiences and agentic AI are changing customer research
The “Day 1 Buyer List” every marketer needs to understand
Why every brand investment should have a measurable impact on demand
Perfect for Founders, CMOs, and marketing leaders who want to:
Build distinctive brands that dominate the buyer’s “Day 1” list
Turn executive teams into LinkedIn thought leaders
Blend AI, content, and brand for measurable pipeline impact
Connect with Bryan
Bryan’s Linkedin: https://www.linkedin.com/in/bryanbasdenlaw/
SentinelOne: https://www.sentinelone.com/
Connect with me
Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Website: https://www.project33.io/
Chapters
00:00 Distinct vs Different
02:00 Why distinctiveness beats differentiation
05:30 Brand assets that make you recognizable
08:30 Using AI and synthetic audiences for messaging
10:45 Why SentinelOne made LinkedIn a top priority
13:00 Metrics that actually matter beyond follower count
16:00 The 3 levers that drove 100K+ new followers
18:00 Getting executives active on LinkedIn
19:45 The Henry Schuck story on building a personal brand
21:30 How executives should approach LinkedIn posting
25:00 Balancing personal content vs company relevance
27:00 Why CEOs should post on LinkedIn (and how to convince them)
30:00 The CEO as a distinctive brand asset
32:00 Inside SentinelOne’s internal brand ambassador program
35:00 The “Day 1 Buyer List” and marketing to the 95%
38:45 Brand investments that actually drive demand
42:30 What every CMO should still do in the AI era
46:00 How SentinelOne uses GenAI operationally
47:30 Favorite AI tools in Bryan’s stack
49:00 Closing thoughts
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org
View all episodes
By Finn ThormeierBryan Law is the CMO at SentinelOne, an AI-powered cybersecurity company that just crossed $1B ARR.
Before joining SentinelOne, Bryan led marketing at Salesforce and ZoomInfo, where he learned the power of distinctive brands and founder-led storytelling.
In this episode, Bryan breaks down how he helped SentinelOne become the fastest-growing cybersecurity brand on LinkedIn (up 61% YoY) — and how he’s rethinking executive content, AI, and brand-building in enterprise SaaS.
What you’ll learn
The difference between being different and being distinct and why it matters more for B2B brands
How SentinelOne doubled its LinkedIn followers in 12 months
Why follower growth isn’t vanity when it drives top-of-funnel awareness
How to get executives posting consistently without forcing it
Bryan’s 4 stages of adopting AI in marketing teams
How synthetic audiences and agentic AI are changing customer research
The “Day 1 Buyer List” every marketer needs to understand
Why every brand investment should have a measurable impact on demand
Perfect for Founders, CMOs, and marketing leaders who want to:
Build distinctive brands that dominate the buyer’s “Day 1” list
Turn executive teams into LinkedIn thought leaders
Blend AI, content, and brand for measurable pipeline impact
Connect with Bryan
Bryan’s Linkedin: https://www.linkedin.com/in/bryanbasdenlaw/
SentinelOne: https://www.sentinelone.com/
Connect with me
Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Website: https://www.project33.io/
Chapters
00:00 Distinct vs Different
02:00 Why distinctiveness beats differentiation
05:30 Brand assets that make you recognizable
08:30 Using AI and synthetic audiences for messaging
10:45 Why SentinelOne made LinkedIn a top priority
13:00 Metrics that actually matter beyond follower count
16:00 The 3 levers that drove 100K+ new followers
18:00 Getting executives active on LinkedIn
19:45 The Henry Schuck story on building a personal brand
21:30 How executives should approach LinkedIn posting
25:00 Balancing personal content vs company relevance
27:00 Why CEOs should post on LinkedIn (and how to convince them)
30:00 The CEO as a distinctive brand asset
32:00 Inside SentinelOne’s internal brand ambassador program
35:00 The “Day 1 Buyer List” and marketing to the 95%
38:45 Brand investments that actually drive demand
42:30 What every CMO should still do in the AI era
46:00 How SentinelOne uses GenAI operationally
47:30 Favorite AI tools in Bryan’s stack
49:00 Closing thoughts
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org