Chris Evans is the co-founder of incident.io, an incident management platform built for modern reliability teams. He started the company in 2021 with two former Monzo engineers, and they’ve raised $62M, passed $10M+ ARR, and landed customers like Linear, Vercel, and Intercom.

In this episode, Chris breaks down how they built trust with technical buyers, why the co-founders chose to stay sales-led (even with developer customers), and what’s really working in their GTM motion today.

He also shares the role founder content played in landing their first customers, how the team picks between SF and London, and what’s next as they scale toward enterprise.

Topics we cover in this episode:

- How incident.io validated their first product by building in-house at Monzo

- The early traction playbook: landing logos without a sales process or billing setup

- Why the team stayed in London—until Series B pulled them to San Francisco

- Selling to engineers vs. executives: how they handle messaging across personas

- Building a solutions engineering team instead of a self-serve motion

- Why they ditched spray-and-pray for signal-based outbound

- Their ACV ranges and why they haven’t hit a $1M deal (yet)

- Founder-led content: how early Twitter and now LinkedIn shaped pipeline

Perfect for:

- DevTool and SaaS founders targeting both ICs and execs

- Founders navigating early-stage traction without a formal sales team

- GTM leaders balancing sales-led and product-led growth

- Engineers building “tools that should exist” and want to productize it

Connect with Chris:

- LinkedIn: https://www.linkedin.com/in/evnsio

- incident.io: https://incident.io/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

Chapters

00:00 From Monzo Bank to Co-Founding incident.io

01:20 Culture Shock: Scaling from London to San Francisco

04:15 Why They Delayed Building a US Office

06:17 How the Founders Chose Their Roles

08:43 Chris on Titles, Solutions Engineering & Field CTO

10:56 Building the MVP Inside Monzo (and Burning It Down Later)

12:44 The First Inbound Deals—Powered by Twitter, Not LinkedIn

14:21 Selling Without a Product, Billing, or Order Forms

16:18 Top-Down vs. Bottom-Up Sales in Developer Tools

18:12 How They Balance Messaging Across Personas

20:20 Why They Prioritize the Buyer, Not the Exec

21:26 From 100% Inbound to Targeted Outbound

23:41 Using Signal-Based Outreach to Win High-Intent Accounts

25:08 ACVs, Self-Serve, and Moving Upmarket

27:08 How Etsy Pushed Them to Build an Enterprise-Ready Product

29:02 Advice on When to Go After Big Deals

31:17 “Be Loud on the Internet” – Founder-Led Brand at incident.io

33:14 Why LinkedIn Still Works for Technical Audiences

35:14 Founders Chris Looks Up To & His Own LinkedIn Strategy

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Peter Caputa is the CEO of Databox, a $10M+ ARR analytics platform that helps businesses centralize their data and make better decisions.

Before joining Databox, Peter was one of the early sales leaders at HubSpotwhere he helped pioneer the agency partner program that fueled the company’s breakout growth.

In this episode, Peter shares his full playbook for using LinkedIn as a CEO, why most founders still underrate brand and feedback loops, and how he spends 2–3 hours a day on content that drives real business outcomes.

We also get into positioning, pricing, and why staying visible yourself is one of the most underused advantages in SaaS.

Topics we cover in this episode:

- Peter’s system for LinkedIn: writing, feedback, and scheduling

- How CEO content helped Databox navigate SEO decline

- The real ROI of posting daily (and how to measure it)

- Why most attribution models undervalue social

- How Databox used primary research to shape their GTM

- The mindset shift most founders need to publish consistently

- When calling BS publicly is worth it (and how to do it right)

- Positioning strategy: how Peter narrowed ICP & launched new pricing

- The HubSpot lessons he’s applying at Databox

- Why RevOps agencies are replacing traditional B2B marketing firms

Perfect for:

- Founders wondering if CEO-led content is worth the time

- SaaS execs rethinking SEO, attribution, and content strategy

- Marketing and RevOps leaders selling to mid-market companies

Connect with Peter:

- LinkedIn: https://www.linkedin.com/in/pc4media/

- Databox: https://databox.com/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

Chapters

00:00 Peter’s Background: HubSpot → CEO at Databox

02:05 Why Every B2B CEO Should Post on LinkedIn

04:00 The Hidden Leverage of CEO Content

06:15 Attribution Is Broken—but It Still Works

08:40 Measuring Word-of-Mouth and Dark Social

10:30 Why Search Declined & LinkedIn Rose

12:55 ROI: How Peter Tracks Impact with 3 Metrics

15:00 The “Two Hour a Day” LinkedIn System

17:15 Primary Research, Customer Quotes & Content Flywheels

20:45 AI, GPT, and Building an Internal Content Engine

23:10 Product Marketing Content → LinkedIn Posts

25:10 Should You Break the LinkedIn Rules?

26:45 When (and How) to Call BS Publicly

29:00 The Power of Differentiated Positioning

31:00 Building a Strategy Map for GTM

33:15 Serving Mid-Market Customers with Pricing & Product

36:45 Strategy at $10M ARR vs. Early-Stage SaaS

39:40 Why CEO Content Scales Better than You Think

41:15 Why It’s Hard to Scale LinkedIn Internally

43:10 Incentives That Actually Work for Employees

44:30 Building a Reseller Engine for Content & Growth

46:00 What Kind of Content Still Performs Best?

48:00 What Peter Obsesses Over (It’s Not the Algorithm)

50:10 Favorite Writing Lessons, Hooks, and Storycraft

51:30 The #1 Priority if You Only Have 30 Minutes a Day

53:00 Can a Founder-Led Content Agency Actually Help?

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Taylor Haren is the founder of Sales Automation Systems, running high-volume outbound campaigns for companies like RB2B, Fixer AI, and Directive, sending up to 8.5 million emails per month.

In this episode, Taylor breaks down what actually works in cold outreach in 2025, why most people fail with it, and how to build systems that generate PLG signups, meetings, and revenue at scale.

We will talk about:

- Why cold email isn’t dead—but traditional tactics are

- The “Navy SEALs vs. Carpet Bombing” framework for outbound

- How to get a 3X reply rate by changing one line of copy

- Offers that convert: what makes a good one, and how to test it

- How Taylor built a system to analyze 250+ messaging variants

- Tech stack recommendations for deliverability in 2025

- The real reason most campaigns fail (it’s not the copy)

Perfect for:

- Founders wondering if outbound still works (it does)

- Growth leaders building PLG or hybrid sales models

- Anyone testing cold email and struggling with results

Don’t forget to subscribe to the podcast for more unfiltered conversations with SaaS founders and operators building differently.

Connect with Taylor:

- LinkedIn: https://www.linkedin.com/in/taylorharen/

- Sales Automation Systems: https://www.salesautomation.systems/

- Episode with Garrett, CEO of Directive: https://youtu.be/_ln2Tw_GFWc?si=Yw2RpVdpYLZgMjWx

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters

00:00 Intro: What Taylor’s Building

02:00 Cold Email in 2025: What Still Works

05:12 The “Carpet Bomb” Playbook (PLG at Scale)

07:40 Why the Old Multi-Touch Sequences Are Dead

09:30 How Offers Shape Everything in Cold Email

12:40 Blending High-Volume and Targeted Sales

15:45 Garrett from Directive’s Copy Beat the AI

18:30 When Cold Email Can Replace Ads (and Why)

21:10 Why One Email Every 60 Days Is the Sweet Spot

23:40 Copy That Converts: Taylor’s Full Framework

27:15 Subject Lines, Hooks, and Real Personalization

30:20 AI vs Human-Written Cold Emails

32:00 How to A/B Test Messaging the Right Way

36:00 $100M Offers and Irresistible Cold Hooks

39:10 Cold Email as a GTM Testing Tool

41:00 The Rule of 1,000: Why You’re Not Sending Enough

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Peter Walker is the Senior Director of Insights at Carta, the leading cap table platform with over 45,000 customers and one of the most followed B2B voices on LinkedIn.

In this episode, Peter breaks down how he built Carta’s insights function from scratch and how it's become one of the most effective brand-building machines in SaaS. He shares how data storytelling fuels their content engine, what makes a great graphic, and why every B2B company should have a voice in the public conversation.

Topics we cover in this episode:

- How Carta turned data into a brand moat

- The 3 core skills behind a great insights team

- Peter’s system for publishing daily, high-impact LinkedIn content

- What makes a great data visualization (and what doesn’t)

- How to test and scale content ideas through comments and reposts

- The CTA and chart format that drives thousands of subscribers

- Carta’s long-term approach to insights: not leads, just value

- Why most B2B brands should stop gating data and start storytelling

- Peter’s LinkedIn growth from 2K → 137K and the flywheel behind it

Perfect for:

- B2B marketers building thought leadership around data

- SaaS founders exploring brand-led growth

- Operators looking to create LinkedIn-native content systems

- Anyone wondering how to turn usage data into viral insights

Connect with Peter:

- LinkedIn: https://www.linkedin.com/in/peterjameswalker/

- Carta: https://carta.com/

- Data Desk Newsletter: https://carta.com/data/

- How to create engaging data graphics: https://www.linkedin.com/posts/peterjameswalker_the-5-step-guide-to-building-data-graphics-activity-7341517849120731136-aTKA/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters:

00:00 Building the Insights Function at Carta

02:10 How Carta Uses Data to Fuel Daily Content

05:00 Carta’s Distribution Flywheel: LinkedIn → Email → Events

08:45 Who Should Build an Insights Function

12:30 What Makes Data “Interesting” Enough to Publish

14:40 Usage Data vs. Market Data (and What You Can Do With It)

17:10 Privacy, Contracts, and How to Handle Sensitive Data

19:30 Measuring Success: The 6-Month Rule

21:00 Who Should Be the Public Face of Insights?

22:40 The Rise of Embedded Creators in B2B

24:50 The Equity Insight That Blew Peter’s Mind

27:00 LinkedIn Growth: 2K to 137K and the Tipping Point

30:10 Text + Image vs. Video: What Works on LinkedIn

33:00 How to Use Comments to Supercharge Distribution

35:40 The Right Way to Follow Up with Creators

36:40 The Three Kinds of Data Stories That Work

38:45 Newsjacking, Press Coverage, and Ecosystem Relevance

42:50 Visual Design: What Makes a Chart Work

46:10 The Tableau → Figma Workflow Explained

49:20 Use One Chart for One Story—Then Scale It

52:00 The Importance of Staying Curious (and Consistent)

54:00 Peter’s Final Advice for SaaS Brands and Creators

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

James Hawkins is the co-founder & co-CEO of PostHog, a dev-first product suite built to help teams build better software, faster. Since launching in 2020, PostHog has grown to 100+ people, 14 products, and a plan to hit $100M ARR by 2026, all while staying lean, shipping fast, and having fun.

In this episode, James breaks down how they got early traction, why building for developers demands a different growth mindset, and what it actually takes to scale multi-product SaaS in public.

Topics we cover in this episode:

- Why PostHog focused on shipping speed instead of sales

- The real story behind PostHog’s $100M ARR target

- Building multiple products at once with 2-person teams

- The value of shitposting (and why it still works)

- How James thinks about brand, attention, and developer trust

- Why they replaced product managers with empowered engineers

- PostHog’s approach to retention, performance reviews & team design

- Growing through word of mouth vs. optimizing for ROI

- Lessons from building and monetizing open source software

- James’ advice on fundraising, agency hiring, and long-term thinking

Perfect for:

- DevTool founders scaling without a salesteam

- B2B SaaS teams building multi-product platforms

- Founders looking to build a brand, culture, and a presence on LinkedIn

Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!

Connect with James:

- LinkedIn: https://www.linkedin.com/in/j-hawkins/

- PostHog: https://posthog.com/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters

00:00 Intro & PostHog’s Mission

01:35 Setting a $100M ARR Goal (When They Had $0)

04:20 Long-Term Thinking & Taking Big Swings

06:05 Why Having Fun Is Strategic

07:12 Shitposting for Brand and Attention

10:00 The Day They Hit Product-Market Fit

13:40 Early-Stage Lessons: Why Velocity is more improtant than Validation

16:00 Pricing Strategy for Open Source Tools

18:30 Competing in Existing Categories (and Why)

21:15 Why Product Engineers Don’t Have Deadlines

24:00 No Roadmaps, No Meetings, No Bureaucracy

26:30 Hiring for Ownership and Accountability

28:15 How They Evaluate Performance Without Goals

30:00 Product Engineer Hiring Criteria & Red Flags

32:15 Talking to Users (Without Forcing It)

34:40 Developer Marketing That Actually Works

37:00 Four Reasons People Choose PostHog

39:05 Brand, Word of Mouth, and Developer Taste

41:10 Being the News vs. Chasing It

43:00 When They Shipped the Wrong Product

45:30 Building a Data Warehouse to Compete with Snowflake

47:05 Why Hard Products Drive Retention

49:00 Letting Engineers Decide What to Fix

51:00 How AI Is Used Inside PostHog

53:15 Fundraising Advice for DevTool Founders

55:20 Final Thoughts & Closing

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Santosh Sharan is the founder of ZeerAI, who helped scale companies like Apollo, ZoomInfo, and RB2B. ZeerAI is building AI agents that act like your best sales rep, engaging with buyers, answering questions, and moving deals forward without needing a human.

In this episode, Santosh explains why most sales and marketing channels are failing, how LinkedIn became his #1 source of demand, and how AI agents will transform how we buy and sell software.

He also walks through the exact playbook he used to go from 5K to 44K followers, run 200+ meetings, and build product-market fit, before shipping a product.

Topics we cover in this episode:

- The system behind 200+ meetings booked through content

- Why most B2B GTM motions are broken (and how to rebuild them)

- How Santosh grew from 5K to 44K LinkedIn followers in one year

- What “buyer agents” are and why they’re the next GTM role

- How he used content to test pricing, positioning, and demand

- What it takes to get 50+ qualified calls from a single post

- Why repeatable conversations are better than repeatable automations

- The future of pricing, value-based offers, and go-to-market ops

Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!

Connect with Santosh:

- LinkedIn: https://www.linkedin.com/in/ssharan/

- ZeerAI: https://zeer.ai/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

Chapters

00:00 Santosh’s Background: From ZoomInfo, Apollo to ZeerAI

02:15 Why Most GTM Motions Don’t Work Anymore

05:00 What Happens When Everyone Copies the Same Tactics

07:45 The LinkedIn Strategy That Replaced Outbound

10:10 The System Behind 200+ Meetings Booked Through Content

13:30 From 5K to 44K Followers in 12 Months

15:50 How Content Became the Primary Validation Engine

18:40 What to Post (And Why It’s Not About You)

21:15 The Real Power of CTA Posts (And What Kills Them)

24:10 Why repeatable conversations are better than repeatable automations

27:30 How to Get Buyers to Come to You, without a Demo Funnel

29:50 Why Buyer Agents Will Replace SDRs (And What That Means)

32:00 The Death of Seat-Based Pricing

34:45 How to Build a Category Without Spending $500K

36:30 Building a Community Before Product

39:00 The Office Hours Strategy That Drives Pipeline

41:45 Advice for Founders Starting From Zero

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Gal Aga is the co-founder and CEO of Aligned, a deal room platform used by teams at HubSpot, Salesforce, Intel, and more.

In the last year, Gal went from a few thousand followers to 74,000+, gets up to 1M impressions per week, and attributes 65% of Aligned’s leads directly to LinkedIn.

In this episode, Gal breaks down exactly how he writes high-performing posts, the system behind his three-post-per-week cadence, and how content became the foundation for hiring, expansion, and product-market fit.

Topics we cover in this episode:

- The system behind Gal’s 3M/month LinkedIn reach

- How 65% of Aligned’s leads come from content

- Writing posts that drive 400+ leads without ads

- Gal’s exact weekly routine and how long each post takes

- Building your narrative by testing in public

- The difference between being a thought leader vs. having a strong POV

- Why engagement hooks and polished writing still matter

- Using LinkedIn to improve hiring, expansion, and even fundraising

Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!

Connect with Gal:

- LinkedIn: https://www.linkedin.com/in/galaga/

- Aligned: https://alignedup.com/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters

00:00 Gal’s Background & Aligned’s LinkedIn Strategy

01:20 From 0 to 74K Followers in 12 Months

03:15 How 65% of Leads Come from LinkedIn

05:40 The Business Case: Why Brand is Bigger than Channel

07:45 Content’s Hidden ROI: Hiring, Retention, Events, Funding

10:05 Gal’s Weekly Writing Workflow (Sun–Fri Breakdown)

13:20 Why Each Post Takes 2–3 Hours to Write

15:05 The Role of Hooks, Tone, and Authenticity

17:45 Comment Strategy, Engagement Cadence & Inbox Limits

20:20 How He Prioritizes What to Write (100+ Hook Bank)

24:30 The Anatomy of a Great Post: Hook, POV, Takeaway

27:30 Why Bullet Points and Contrarian turns into Scroll Stopper

30:10 What Makes Content Commentable (and Shareable)

32:30 The CTA Playbook Gal Uses in His Posts

35:00 Why Links Don’t Kill Reach (If the Post Is Good)

37:20 Newsletter Plans, Repurposing, and What’s Next

40:00 Gal’s Framework for Thought Leadership That Actually Performs

42:30 Advice for Founders Who Want to Start But Feel Behind

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Jason Fried is the co-founder of ⁨37signals the company behind Basecamp and HEY, and a pioneer of calm company building.

In this episode, Jason explains why he doesn’t chase trends like AI, how 2-person teams launch new products inside 37signals, and what it really means to build with taste, not speed.

Topics we cover in this episode:

- Why Basecamp hasn’t added AI, and why that’s not a problem

- How Jason avoids FOMO, even as trends explode

- Why 37signals builds multiple products with just 60 people

- What “product taste” really means—and how to hire for it

- The future of craftsmanship in a world of AI

- Jason’s unstructured workdays and creative flow

- How he’d build if he started from scratch in 2025

- Why content ≠ content, and how writing built 37signals’ brand

- When to ship vs. when to keep building

Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!

Connect with Jason:

- LinkedIn: https://www.linkedin.com/in/jason-fried/

- Basecamp: https://basecamp.com/

- Hey: https://www.hey.com/

- Books: https://basecamp.com/books

- REWORK Podcast: https://youtube.com/playlist?list=PLwo5Hcps5IkBBAv1-_HPOMvC4Rn1p8lsQ&si=7tq91JJ-GS4pgY1v

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters

00:00 Why Basecamp hasn’t added AI, and how Jason thinks about it

03:20 Avoiding FOMO and chasing trends

05:50 What Jason would do if he had to start from scratch

08:00 Making multiple products with just 60 people

10:18 How 2-person teams launch new tools at 37signals

12:00 The story of a product they killed—and why

14:30 Does SaaS still have room for new ideas?

16:15 The real opportunity: simpler software

18:30 Why trades might be the most future-proof jobs

20:05 The future of craftsmanship in an AI world

22:10 Jason’s spontaneous workdays and unstructured flow

24:45 What makes a good day at work

26:15 When to ship vs. when to keep building

30:00 How to make decisions without chasing competitors

33:00 Why Jason hates the term “content”

34:45 Writing, trust, and brand building the 37signals way

37:00 Redesigning products without alienating your users

39:30 Jason’s philosophy on culture: it emerges, not planned

43:00 Taste, talent, and how 37signals hires designers

49:00 What taste really means—and how to spot it

51:30 Jason’s favorite products: from V-Drums to a 1978 Porsche

54:00 Why legacy doesn’t matter (and ego does)

56:30 What Jason would prioritize if building a village

63:00 New book teaser: Make It Up As You Go

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Steffen Hedebrandt is the co-founder and CMO of Dreamdata, a B2B attribution and activation platform powering go-to-market insights for B2B companies.Dreamdata is 60 people strong, split between Copenhagen and New York, and they’ve built one of the most consistent employee advocacy motions in SaaS. It all started with a viral LinkedIn post from one AE and turned into a repeatable system that drives awareness, attribution insights, and revenue.In this episode, Steffen shares how they turned 300,000 impressions into a company-wide habit, how they operationalize social selling without being “corporate,” and what it takes to scale LinkedIn content into an always-on revenue channel.Topics we cover in this episode:- How one viral post kicked off Dreamdata’s LinkedIn motion- Turning 300K impressions into a repeatable team playbook- What most companies get wrong about employee advocacy- Steffen’s rules for team buy-in, incentives, and sustainable posting- Why the best posts aren't about reach but relevance- How to track impact without obsessing over attribution -The role of “thought leader ads” in Dreamdata’s GTM strategy- What the future of content looks like in an AI-saturated worldDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with Steffen:- *LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/- Dreamdata: https://dreamdata.io/Connect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Building Dreamdata’s LinkedIn Motion from Day One02:15 The Post That Sparked a Teamwide Strategy04:00 How a Chris Walker Comment Turned Into Pipeline06:10 From 300K Impressions to a Cultural Shift08:00 Why Fun, Not Enforcement, Drives Employee Buy-in10:12 How to Incentivize Employees to Post—Without Killing the Vibe12:00 Self-Interest vs. Company Interest: What Makes Posting Sustainable14:00 When to Post for Reach vs. Pipeline16:10 What to Track (And What to Ignore) with Organic Attribution18:15 26K Followers Isn’t the Goal—Owning Distribution Is20:00 Posting with 12 Likes Is Part of the Game22:00 Quantity vs. Quality: Should You Spend 2–3 Hours on a Post?24:30 How to Win in a Winner-Take-All Algorithm26:15 What Happens When Employees Build Too Much Influence?28:30 Every Growth Tactic Stops Working Eventually30:00 AI Makes Generic Content Useless—Here’s What Still Works32:30 Proprietary Data + Real POV = The Future of Content35:00 Why Human Touch and Community Will Win Long-Term37:15 How Dreamdata Turns Organic Hits Into Paid Ads40:00 The Role of Dreamdata’s Weekly LinkedIn Live Show43:00 Their Allbound Strategy: From Content to CRM#linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy

Amos Bar-Joseph is the co-founder and CEO of Swan AI, a go-to-market automation platform powered by AI agents.

In just 9 weeks, Swan went from zero to $1M ARR, with no sales team, no paid marketing, and no employees beyond the three co-founders.

In this episode, Amos breaks down how he used LinkedIn to drive 100% of their pipeline, how he turned content into a system, and why movements outperform personal brands.

Topics we cover in this episode:

- Scaling to $1M ARR in 9 weeks with just 3 founders

- Why Amos rejected the unicorn playbook

- From 2K to 20K followers: the system behind his LinkedIn growth

- How Swan uses AI agents to generate pipeline, without cold outbound

- The “challenge the challenger” narrative strategy explained

- Why a movement is bigger than brand (and how to build one)

- How to write content that goes viral and turns into revenue

- The internal AI stack that powers Swan’s GTM

Don't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!

Connect with Amos:

- LinkedIn: https://www.linkedin.com/in/amos-bar-joseph-5a665a142/

- Swan AI:https://www.getswan.com/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters

00:00 Building Swan AI → $1M ARR in 9 Weeks

02:15 The anti-unicorn playbook: scaling with intelligence

04:45 Why Swan only has 3 people—and plans to keep it that way

06:40 The birth of the “autonomous business” movement

09:00 From 2K to 20K followers in 9 weeks (and how it happened)

11:12 Founder-led marketing vs. movement-led marketing

13:24 The “challenge the challenger” narrative strategy

15:06 Why credibility comes from what you’re doing now, not your past

17:10 Writing viral content: structure, systems, and smart hooks

20:25 Launch playbook: how Amos engineered momentum from day one

24:50 Becoming a broker of belief, not just a source of opinions

27:32 Writing process: AI collaboration, prompts, and iterations

30:00 Pillars, lenses, and how to always have something to say

32:36 Turning impressions into pipeline with AI agents

34:20 The LinkedIn-to-revenue system: observer, connector, hunter

36:30 Why comments, DMs, and replies matter more than you think

38:30 What it takes to hit $10M ARR per founder

40:15 Swan’s new operating system: replacing org charts with workflows

#linkedin #founderledmarketing #saas #b2bmarketing #contentmarketing #ecommerce #shopify #personalbranding

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingcoach #linkedin #founderledmarketing #saas #b2bmarketing #aiagents #salesautomation #outboundsales #contentmarketing #growthstrategy