Founder-Led content: 560% ROI in 45 days

I just helped a B2B Founder realize $17k in sales in 45 days.

  • 6 weeks together

  • 10000 → 13000+ followers

  • 6 SQOs (sales calls) booked

  • 2 closed-won from inbound leads

  • $17K closed (A realised ROI of 570%)

The best part?

He spent less than 45 minutes a week.

Here's the exact 5-step demand-gen process we took to enable this win:

(Step 1 = most underrated and ignored, and step 5 = when all the magic happens)

1. Tracking and building analytic dashboard

  • Understand how founder brand is benefiting revenue

  • Where the traffic is coming from and how well that converted into a pipeline opportunity, which is a sales called booked

  • Wetric (traffic, conversions)

Optimize LinkedIn with UTM Tracking → Create specific links for your landing page (On LinkedIn: feature card, profile link,…)

Setup Self report attribution on website → understand how did they know about you (where do they hang out, what stick with them)

Config Google Tag Manager → Report on Google Analytics (understanding behaviour patterns of your website visitors)

2. Assess Founder  Market - Message Fit

  • The goal is: become the the top of mind, the #1 resource

  • How: by providing solutions to their biggest priorities and problems

Build the fit

  • Be the client you sell to (by having been our ICP or by talking to tons of our ICPs every week)

  • Selling to head of marketing, be a leader in B2B Marketing.

Build the list

  • Define targeting criteria: Revenue threshold, company size, job title, location, etc…

  • Locate in-market target accounts: Sales Nav (Alternative = LinkedIn search + spreadsheet/browser bookmark)

  • Output: custom list of target in-market buyers and accounts to engage

  • Regularly engage

3. Market Sentiment Research

  • 2 sources: in-house and online

  • Gather customer problems, pains, and desires via historical data (sales calls, tickets, testimonials, feedback, inquiries) → in house

  • Gauge market sentiment (feelings, opinions, perceptions, beliefs) via online communities

    → Quora, Reddit (most unfiltered),

    → LinkedIn (more filtered)

  • compliment their positioning strategy ⇒ plan content accordingly

4. Build a Content Machine

Plan Authority Square: Subject Matter Expertise, Solution Selling, Personal Story, Corporate Brand.

Create an Anchor Show to regularly and accountably extract insights (bi-weekly interviews). We use recording platforms to record the show (eg: Riverside.fm )

Produce content with platform-specific requirements (copy, video, infographic), client brand guide (visuals + messaging/positioning) → content station

  • Distribute: simply using LinkedIn schedule function

  • Measure performance: Shied, GA → double down on HPC

5. Content Upcycling & Leverage

  • Inbound: Launch lead magnet and start email marketing to their private community

  • Paid: from the list of our target in-market accounts, and run all of our best-performing posts as Thought Leader Ads.

Checklist of Founder Brand Success

  • Measure the right metric from day 1

  • Have a specific persona to target on socials and build a list of in-market prospects

  • Know what market buyers think, feel and perceive → gold dust of content marketing

  • Map your content for a holistic founder image: personal to corporate, subject matter expertise to solution selling

  • Don’t rely on one media format, one media channel (aka. don’t be stuck on LinkedIn)

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