If I was CMO at a B2B SaaS doing $1-10M ARR and tasked with replicating the Chris Walker / Adam Robinson playbook for my founder or CEO, here’s how I’d go about it: 1. Evaluate founder/audience fit - The goal is to become our ICP's #1 resource (so we can grow an audience of relevant people) - We become the #1 resource by providing solutions to their biggest priorities, pain points and desires (in the form of insights) - In order to do that, our founder needs to have *actual* expertise - Example: If we sell to Heads of Sales, our founder needs to be a thought leader in B2B Sales. If we sell to Chief People Officer, our founder needs to have deep HR expertise - The stronger the founder/audience fit, the easier everything else gets 2. Map out content pillars - I'd focus on two main content pillars: Product and Thought Leadership - Product: What are all the pain points our product solves? -> have my founder speak to each of them and how we solve them -> create demand - Thought Leadership: Map out our ICPs priorities and desires -> have my founder share non-obvious insights, strategies, frameworks, playbooks for them -> build trust & credibility - This sounds easy, but the closer we hit the mark on what our prospects *actually* care about vs what we think/wish they cared about, the more the content will resonate 3. Create the content engine - To create weekly LI content for my founder, I'd go 1 of 2 routes - Route 1: Host a weekly live event/podcast where my founder shares what they are currently seeing in the market (solo episode) or interviews a customer/prospect/thought leader in our space - Route 2: Do a weekly content interview with my founder where I prepare questions around our company, product and their expertise and interview them (eg. using Riverside.fm) - The longform piece becomes the source for my bite-sized LI posts 4. Analyze what works & double down - We now have a repeatable way to post 2-5x/week on my founder's profile, the next step is narrowing down on the topics - Using a tool like Shield, I'd do an analysis of which posts performed the best - Usually, there is a power law distribution: 10% of the content drive 90% of the results - I'd map out the winning 10%, make hypothesis on why they performed, and create derivative & followup content on those messages (tweak and repeat) 5. Leverage winners with paid - We now have an organic content flywheel going: weekly recording -> daily LI content -> topics and messages are constantly getting refined - The next step is to leverage winners in paid campaigns and guarantee distribution to target accounts and ICPs - Paid and organic and not two opposing strategies, they amplify each other if done correctly - I'd build a list of our target accounts, map out the decision makers we want to reach, and run all of our best-performing content towards them to create demand and build trust & credibility at scale PS. If you want us to help you with this, go here: https://www.project33.io
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The Secret Weapon Helping B2B SaaS Companies to Stand Out https://motionvillee.com
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