A new trend in B2B SaaS the sector has begun to challenge traditional corporate marketing strategies. The term “founder-led marketing” uses personal branding to create a strong brand identity and build direct relationships with customers. However, with the traction this strategy is gaining, I can't help but wonder if this customer-centric approach is completely new or if it's been around all along, and executives just aren't paying attention and maximizing the benefits. her. While tools, platforms and technology have evolved dramatically, I believe that a successful marketing strategy has always revolved around a genuine connection and trust with consumers.

Looking ahead to 2024, this shift reflects a broader transformation within marketing towards evaluation authenticity and personal commitment. In a digital-first world, brands' ability to make real connections and humanize their approach has become essential to differentiation. This strategic direction towards authenticity, personal stories and the human element implies a deeper understanding of evolving consumer engagement.

I recently saw a post where Mark Zuckerberg Apple randomly ripensThe latest product of a living room video shot on his Meta Quest 3. It seemed unscripted, but his relatable approach resonated with a much larger audience and was labeled as “much more than a meticulously crafted interview” compared to the “full blown” ones. -technological equipment in a more elaborately designed interview room.

Similarly, figures like OpenAI's Sam Altman and Airbnb's Brian Chesky have begun using their personal platforms to connect with their communities. The same is true for consumer brands such as George Heaton (Representative), Nick Bare (Bare Performance Nutrition) and MrBeast (Feastables). These founders are made the faces of their companieseffectively blurring the lines between a founder and a brand ambassador.

Connected: How to create authentic relationships and build customer trust

Why is founder-led marketing winning in 2024?

There are two key elements that are driving the growth of founder-led marketing: direct connection and narrative control.

According to Edelman's B2B report, economic turmoil is causing sales cycles to lengthen, with a 90% of global buyers who reported longer purchase processes in the past year. This shift highlights their preference for a self-directed digital discovery journey, making it harder for brands to be seen and influence their purchase decisions; therefore the positive appeal of personal branding is gaining.

Since founders have a unique view and perspective on their vision and mission, it's only fitting that they take responsibility for their messages and how they choose to deliver them through their followers, which ensures a lasting story. of the brand unfiltered by third-party media, more effectively influencing customers' purchasing decisions. This strategy emphasizes authenticity as they become the embodiment of their brand's values ​​and aspirations.

When the founders use social media to connect directly with their followers, they project these leadership qualities in a way that arouses the emotions and interests of their audience. People tend to respond to strong and trustworthy figures, and social media provides the perfect platform for founders to establish themselves as such.

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Building your founder-led marketing strategy

Take time and reflect on what sets you and your brand apart. Find your core and think about why you want to thrive in your industry, how you can change people's lives for the better, and why exactly you're doing what you're doing – this will feed your entire strategy.

Next, identify and understand your audience. This goes beyond demographics; you need to know their preferences and pain points. A big part of your founder-led content should be about getting people to notice your ideal customer profile (ICP) and becoming the best reference for them within your field. Think of the customer journey as a funnel with different stages leading from initial awareness to conversion. For example, at the top of the funnel, focus on informative content that attracts potential customers. As they move down the funnel, offer more in-depth content that educates and positions you as a thought leader. Finally, offer targeted content that drives conversions, such as case studies or free trials.

Now comes the launch. Creating a 90-day campaign on various social media platforms, especially on LinkedIn, is proven to take good care of professional networks; you can post up to five times a week. Experiment with different formats, such as text posts, videos, photo series (carousel) or in-depth articles. The goal is to learn where your audience connects the most. You should consistently post and monitor results throughout the duration of your campaign for a more data-driven and refined next step.

Social media thrives on interaction, so it requires your full commitment if you want to be seen and build a faithful follower. You can reply to all comments on your posts, positive and negative, but reply with a real message that is not generated by AI.

Additionally, a 20-minute daily engagement with relevant LinkedIn profiles would help a lot – react or leave a comment on your connections' posts. Focus on building real connections with potential customers, not just sending them promotional messages.

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Ready to take action?

Founder-led marketing isn't just a trend, it's become a strategic move for brands trying to stand out. The unique blend of authenticity, direct engagement and narrative control accessible to audiences via social media platforms offers an unparalleled opportunity for genuine connection. Such links place trust and loyalty, invaluable in a time of information saturation and growing skepticism of traditional advertising.

For entrepreneurs and business leaders, the directive is to use them personal brand to enhance their company's message and vision. Start with a deep dive into what sets your brand apart, gain a deep understanding of your audience, and develop a strategy that aligns with your brand ethos and meets the needs of your customers.

In an advanced digital age, connection and commitment are your drivers of success. Start now by carefully planning your marketing campaigns and creating a brand story that educates, motivates and leads to conversions.