FounderVideo Podcast

FounderVideo
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The FounderVideo Podcast talks about all things RevOps, paid ads, LinkedIn, content marketing, and modern B2B marketing strategies. Connect with the host at: https://www.linkedin.com/in/will-yuste-foundervideo/ Brought to you by foundervideo.io, increase your LinkedIn ROAS with video ads prospects actually want to watch.

  1. ١٢ يونيو

    FV 30: How AI & Human Connection Are Shaping the Future of B2B Sales | Chris Anzalone, Knowledge.com

    In this episode, Chris Anzalone, founder of Knowledge.com, discusses his transition from running an SDR agency to creating a platform that leverages intent data to enhance B2B sales. He emphasizes the importance of understanding buyer intent and the role of data in sales processes. The conversation also delves into privacy concerns surrounding data usage, the evolution of B2B sales strategies, and the impact of AI on sales outreach. Chris shares insights on how Knowledge.com helps salespeople connect with prospects more effectively and offers advice for navigating the crowded landscape of sales tools. TAKEAWAYS: - Chris transitioned from an SDR agency to Knowledge.com to leverage data in sales. - Understanding buyer intent is crucial for effective sales strategies. - Knowledge.com processes a trillion rows of data monthly to predict buying behavior. - Salespeople need to focus on genuine human connections rather than automation. - Privacy concerns are prevalent, but data usage can enhance sales conversations. - The B2B sales landscape is evolving with the rise of AI and ABM strategies.Sales tools should enhance, not replace, the human element in sales. - Knowledge.com helps identify prospects who are likely to engage positively. - Sales reps should prioritize quality over quantity in their outreach efforts. - The future of sales will require a balance between technology and personal engagement. TIMESTAMPS: 00:00 Introduction 01:38 Chris Anzalone's Journey to Knowledge.com 04:49 Building Knowledge.com: The Vision and Technology 11:49 Addressing Privacy and Ethical Concerns 20:44 The Future of B2B Sales and AI 25:13 AI's Failures in Sales Outreach 27:49 Creative Sales Tactics 30:46 The Role of Psychometric Models in Sales 41:09 Advice for Salespeople in the Age of AI 43:43 Upcoming Features and Events for Knowledge.com FounderVideo Podcast Ep. 30: Chris Anzalone, Founder & CEO at Knowledge.com (https://knowledge.com/) "FV 30: How AI & Human Connection Are Shaping the Future of B2B Sales | Chris Anzalone, Knowledge.com" Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

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  2. ٢٠ مايو

    FV 29: How to Build an Insights Function from 0 | Peter Walker, Carta

    In this episode, Peter Walker, head of insights at Carta, discusses the evolution of insights as a crucial function in B2B marketing. He explains how insights teams can differentiate themselves through proprietary data and the importance of executive buy-in when establishing such a function. Walker emphasizes the need for insights to align with product marketing and the significance of measuring impact through various metrics. He also shares his approach to crafting compelling narratives from data and the current dynamics of venture capital ownership. In this conversation, Will Yuste and Peter Walker discuss the evolving landscape of venture capital, the intricacies of startup equity packages, and the importance of data insights in decision-making. They explore how venture capital is diversifying, the critical questions founders should ask about equity, and the role of AI in enhancing insights. The discussion also highlights the significance of building a dedicated insights function within companies to leverage data effectively. TAKEAWAYS: - Insights are the next evolution in B2B content marketing. - Proprietary data is essential for effective insights. - Executive buy-in is crucial for establishing an insights function. - Insights should focus on increasing brand awareness, not lead generation. - The atomic unit of insights is a single graphic. - Start small and build from audience feedback. - Align insights with product launches for maximum impact. - Measure success through subscriber growth and engagement. - Avoid big quarterly reports; focus on quick, impactful graphics. - Understand the dynamics of venture capital to guide founders. Venture capital is evolving into multifaceted models. - Founders need to assess their ambition level when seeking funding. - Understanding equity packages requires knowledge of company valuation. - Market data is crucial for negotiating equity and funding. - AI is transforming how insights are generated and utilized. - Companies should prioritize building insights teams for better data utilization. - The landscape of venture capital is shifting towards real-world products. - Founders should be cautious about the type of capital they seek. - Effective communication of insights requires a personal touch. - Data privacy and customer trust are paramount in insights generation. TIMESTAMPS: 00:00 Introduction 01:58 The Role of Insights in B2B Marketing 04:00 Building an Insights Function at Carta 05:54 The Importance of Proprietary Data 17:51 Metrics and Measuring Success 24:35 Creating Engaging Reports from Data 25:59 Evaluating the Need for Venture Capital 28:21 The Evolution of Venture Capital 30:39 Choosing the Right Capital Path 35:53 The Role of AI in Venture Capital 38:38 Understanding Startup Equity Packages 45:08 Building Effective Insights Teams 50:19 Conclusion and Final Thoughts FounderVideo Podcast Ep. 29: Peter Walker, Senior Director of Insights at Carta(https://carta.com/) "FV 29: How to Build an Insights Function from 0 | Peter Walker, Carta" Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

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  3. ١ مايو

    FV 28: B2B Founder-led Content & Marketing Strategy | Erik Jacobson, Hatch.fm

    In this conversation, Erik Jacobson discusses his journey from running Lemonpie to founding Hatch, emphasizing the importance of content marketing in the B2B space. He shares insights on the power of podcasting, building relationships through content, and the significance of consistency in content creation. Erik also highlights key learnings from working with industry leaders like Chris Walker and Dave Gerhart, the evolving landscape of B2B content marketing, and the challenges and opportunities presented by influencer marketing. In this conversation, Erik Jacobson and Will Yuste delve into the intricacies of influencer marketing, the evolution of content creation, and the importance of audience engagement in B2B marketing. They discuss the need for a sustainable content engine, the role of audience in shaping marketing strategies, and the structure of high-performance content teams. The dialogue also touches on the changing landscape of consumer behavior post-COVID and the necessity for marketers to adapt their strategies accordingly.TAKEAWAYS:- Entrepreneurship was a clear path for me.- Podcasting can create strong relationships.- Consistency in content is crucial for success.- Building relationships takes time and effort.- Content marketing should focus on audience behavior.- Differentiated products lead to compelling narratives.- Understanding your audience is key to effective content.- Influencer marketing must be approached carefully.- Content marketing is evolving towards scrollers.- Your users should naturally promote your product. Influencer marketing should focus on long-term relationships rather than short-term metrics.- Creating demand is more important than just generating impressions.- A sustainable content engine is essential for effective marketing.- Quality of audience engagement is more critical than sheer numbers.- The role of audience co-founders is becoming increasingly important in B2B.- High-performance content teams can outperform traditional sales teams.- Understanding market engagement requires a shift in perspective.- Post-COVID consumer behavior necessitates a return to fundamental marketing principles.- Content strategy should be tailored to the specific audience and their needs.- Every marketing strategy has the potential to succeed with the right approach. TIMESTAMPS: 00:00 Introduction 02:32 The Power of Podcasting for CEOs 07:35 Building Relationships Through Content 16:10 The Importance of Content Strategy 26:37 Current Trends in B2B Content Marketing 35:19 Influencer Marketing in B2B 39:30 The Future of High Production Content 47:42 Audience Building and Content Strategy 51:44 The Role of Content in Revenue and Equity 53:45 The Cost and Structure of High-Performance Content Teams 59:11 Post-COVID Consumer Culture and B2B Marketing 01:04:23 The Importance of Patience in Marketing Strategies 01:05:35 Conclusion and Final Thoughts FounderVideo Podcast Ep. 29: Erik Jacobson, Founder & CEO at Hatch (https://www.hatch.fm/) "FV 28: B2B Founder-led Content & Marketing Strategy | Erik Jacobson, Hatch.fm" Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

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  4. ١٠ أبريل

    FV 27: Enterprise Listening & Sales Intelligence in 2025 | Santiago Suárez Ordóñez, Momentum.io

    In this conversation, Will Yuste interviews Santiago Suarez Ordoñez, co-founder and CEO of Momentum, a sales intelligence platform. They discuss the evolution of sales intelligence, the importance of building a strong sales team, and the innovative approach of 'enterprise listening' that Momentum offers. Santiago shares insights on navigating the challenges of sales as a founder, the significance of top-of-funnel strategies, and how AI is transforming the sales landscape. The conversation highlights the operational efficiencies and data quality that Momentum provides, making it a unique player in the market. In this conversation, Will Yuste and Santiago Suarez Ordonez discuss the unique positioning of Momentum in the competitive sales intelligence landscape. They explore how Momentum differentiates itself by focusing on data extraction and insights rather than just recording calls. The conversation also delves into the shift towards enterprise solutions, the evolving landscape of sales intelligence, and the importance of data ownership and control for clients.TAKEAWAYS:- Building a sales team requires time and dedication.- Top of funnel strategies are crucial for early-stage companies.- Sales is a personal, one-to-one interaction.- A strong SDR team can drive predictable results.- Operational efficiency leads to better data quality.- AI is reshaping the sales intelligence landscape.- Enterprise listening focuses on understanding customer interactions.- Retention is high when the product integrates seamlessly into workflows.- Sales teams prefer solutions that require minimal adoption effort.- Investing in SDRs can yield significant growth for startups. Momentum's unique positioning lies in its focus on data extraction rather than just sales intelligence.- The competitive landscape is crowded, making it essential to out-execute rather than keep secrets.- Data collection misalignment is a significant issue in sales processes.- Momentum aims to free sales reps from data entry tasks, allowing them to focus on selling.- Efficient time is a critical asset for businesses, and Momentum helps optimize it.- The shift to enterprise solutions has been beneficial for Momentum, especially in a challenging SMB market.- Sales intelligence tools are facing scrutiny regarding their actual value to users.- Data ownership and control are becoming increasingly important for clients in the tech space.- The future of sales intelligence involves more than just data collection; it requires actionable insights.- Building a strong execution team is crucial for success in the competitive sales intelligence market. TIMESTAMPS: 00:00 Introduction 00:37 The Concept of Enterprise Listening 01:41 The Journey of Building a Sales Team 06:28 The Importance of SDRs and Outbound Sales 12:02 Momentum's Unique Approach to Sales 19:58 Operational Efficiency and Data Accuracy 25:26 Momentum's Unique Value Proposition 32:25 Aligning Sales and Data Collection 33:05 Automating Data Wrangling with AI 34:33 Leveraging AI for Brand Building 39:29 Strategic Value of AI in Sales 46:44 Challenges and Opportunities in Sales Intelligence 48:36 Efficient Time Management with Momentum 53:22 Data Ownership and Integration 59:17 Closing Thoughts FounderVideo Podcast Ep. 27: Santiago Suarez Ordoñez, Co-Founder, CEO at Momentum(https://www.momentum.io/) "FV 27: Enterprise Listening & Sales Intelligence in 2025 | Santiago Suárez Ordóñez, Momentum.io" Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

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  5. ١٠ يناير

    FV 26: Founder Branding to Scale B2B SaaS Startups: Why, When, and How | Ognjen Bošković, Raven

    In the 26th episode of the FounderVideo Podcast,Will Yuste interviewsOgnjen Bošković, a growth marketer and founder of the community Raven. Recorded live in Belgrade, the conversation covers Bošković's career journey, his experience in B2B SaaS marketing, and the importance of building a founder brand. They discuss the principles of B2B marketing, the concept of a founder brand as a go-to-market strategy, and how it applies to different stages of business maturity. The episode highlights examples of successful founder brands, the role of social awareness and communication skills, and the potential impact of AI on the future of both product and service companies. TAKEAWAYS: - Founder Brand is a Long-Term Investment: It's not a quick fix and requires consistent effort over time.- Value of Founder Expertise: Founders with deep industry knowledge and experience within their target customer segment are more likely to succeed. - Documenting Your Journey: Consistently documenting your work, successes, and challenges is crucial for building a strong founder brand. - Leveraging Existing Experience: Utilizing past experiences and roles within your target customer base provides valuable insights and credibility. - Founder Brand as a Go-to-Market Channel: It can be a powerful channel for generating leads and driving revenue, especially in saturated markets. - Early-Stage and Established Businesses Can Benefit: Both startups and established companies can leverage founder branding for growth. - Overcoming Outbound Challenges: Founder branding can be an effective alternative to traditional outbound sales, which are becoming increasingly difficult. - Building a Community: Creating a community around your brand can foster engagement and accelerate growth. - The Importance of Authenticity: Being genuine and transparent in your communication resonates with your audience. - Focusing on Customer Pain Points: Deeply understanding and addressing the challenges faced by your target customers is essential. - Data-Driven Approach: Using data to validate problems and identify opportunities is crucial for successful founder brand building. - The Role of Personality: While not the sole determinant, a founder's personality and communication style play a significant role in building a strong brand. - Avoiding the Ivory Tower: Staying connected to the market and actively engaging with customers is essential for building authentic relationships. - The Value of Storytelling: Sharing your personal journey and experiences can resonate with your audience and build trust. - Combining Art and Science: Balancing creativity and strategic thinking is key to effectively building a founder brand. TIMESTAMPS: 00:00 Intro 01:26 Ognjen Bošković's background & experience 05:11 Core principles for successful founder brands 13:49 Who benefits most from founder branding 21:18 Key traits & skills to win with founder brand 28:45 Strategic thinking & understanding markets 39:35 Future evolution of founder brand as a strategy 48:09 (Founder) Brand building for product vs services companies 58:33 The role of data in brand marketing 01:04:15 Platform-native content and final thoughts FounderVideo Podcast Ep. 26: Ognjen Bošković, Founder at Raven (https://www.raven.club/) "FV 26: How to Leverage Founder Branding to Scale Your B2B SaaS Startup | Ognjen Bošković, Raven" "Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

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  6. ٢٨‏/١٢‏/٢٠٢٤

    FV 25: From $0 to $3.8M ARR: How to Grow a PROFITABLE B2B Podcast | Tom Hunt, Fame

    In this episode, Tom Hunt, founder and CEO of Fame, discusses his journey to achieving 3.8 million ARR without external funding, the lessons learned from management consulting, and the importance of company values and culture in scaling a business. He also shares insights on B2B podcasting, including who should start a podcast, common mistakes companies make, and the significance of strategic guest selection for maximizing ROI. In this conversation, Tom Hunt discusses the evolution of B2B podcasts as essential content engines for marketing. He emphasizes the importance of integrating podcasts into broader marketing strategies, streamlining production processes, and understanding customer personas. Tom shares insights on when to start marketing for B2B companies, the lessons learned from working with large brands, and the significance of company culture and values. He also reflects on his journey in angel investing and outlines Fame's go-to-market strategy, highlighting the intersection of services and products in the current landscape. Finally, he discusses the impactful use of AI in podcast production. TAKEAWAYS: - Tom Hunt emphasizes the importance of bootstrapping and learning from failures. - Management consulting provides essential skills for running a business. - Company values are crucial for maintaining culture and client satisfaction. - Niche specificity is key for B2B companies considering podcasts. - Strategic guest selection can lead to significant ROI in podcasting. - Consistency in podcast release schedules is vital for growth. - Understanding the difference between service and product companies is important for podcast strategy. - High ACV products have a better chance of ROI from podcasting. - The first year of podcasting is often about building relationships rather than immediate listener ROI. - Investing in podcasting can yield long-term benefits for businesses. - Podcasts serve as a foundational content engine for B2B companies. - Integrating podcasts into marketing campaigns can enhance SEO and social engagement. - Streamlining production processes is crucial for efficiency. - Understanding customer personas is essential for effective marketing. - Retention is the key to sustainable growth in B2B. - Service-led growth can drive client acquisition and retention. - AI can significantly enhance podcast production efficiency. - Company culture and values play a vital role in business success. - Angel investing can be more ego-driven than strategic. - The landscape of services and products is increasingly converging. TIMESTAMPS: 00:00 Introduction 01:26 The journey to $3.8M ARR 04:38 Intangibles from management consulting 07:05 Scaling Fame: values and culture 12:38 Should every B2B company start a podcast? 15:31 Key factors for podcast success 22:04 Podcast ROI and consistency 25:12 Whose podcasting better for? Service vs Product companies 28:40 Podcast as a content engine 30:34 Roles/Team you need to launch and run a successful B2B podcast 35:37 "Whoever is closest to the customer, whoever wins" 37:15 When to start a podcast: early-stage vs mature companies 41:47 Client feedback loops in content 44:11 The role of values and culture in business success 47:23 Tom's experience in angel investing into 12 companies 50:24 Fame's GTM strategy and growth levers 55:14 Leveraging AI in podcast production FounderVideo Podcast Ep. 25: Tom Hunt, Founder and CEO at Fame (https://www.fame.so/) "FV 25: From $0 to $3.8M ARR: B2B Podcasting & Growth Strategies | Tom Hunt" Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

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  7. ١٨‏/١٢‏/٢٠٢٤

    FV 24: LinkedIn Ads Strategy: Creative, Positioning, & Messaging for B2B SaaS | Itamar Ben Yair

    In this episode of theFounderVideo Podcast,Will Yuste interviewsItamar Ben Yair, Growth Consultant, discussing the intricacies of LinkedIn advertising, particularly for high-value SaaS products. They explore the importance of creative ads, the differences in marketing strategies for varying ACV products, and the debate between full funnel marketing and direct product messaging. Itamar emphasizes the need for clear communication of product capabilities and draws inspiration from consumer culture to craft engaging ads. The conversation also touches on the role of trust in B2B services and the creative process behind effective advertising. In this conversation, Itamar Ben Yair and Will Yuste delve into the intricacies of B2B marketing, focusing on product messaging, the importance of qualified leads, and the challenges of reaching out-of-market segments. They discuss the nuances between problem-focused and feature-focused marketing, the role of production quality in advertising, and effective strategies for sourcing talent. Additionally, they explore optimizing lead-to-meeting ratios and the significance of building trust with clients through transparent communication and results-driven metrics. TAKEAWAYS:- Creating great ads is essential for converting cold traffic.- B2B marketers often neglect the creative aspect of ads.- Full funnel marketing may not be the best approach for all products.- Understanding your product's capabilities is crucial for effective messaging.- Trust plays a significant role in B2B services compared to products.- The creative process should start with understanding customer pain points.- Experimenting with messaging can lead to better ad performance.- Inspiration from consumer culture can enhance B2B advertising.- Simplicity in product messaging is key for engagement.- Marketers must advocate for clear communication with founders. A complex B2B SaaS product cannot be explained in one line.- The ultimate test of marketing is whether it generates qualified meetings.- Marketing should focus on delivering leads that sales teams are eager to convert.- Generating meetings with ideal customer profiles (ICPs) is crucial.- Out-of-market segments often indicate a product problem rather than a marketing issue.- Problem-focused marketing resonates more than feature-focused marketing.- High production quality in ads can build trust but isn't always necessary.- Sourcing talent for ads should prioritize acting ability over appearance.- Optimizing lead-to-meeting ratios involves quick follow-ups and clear communication.- Building trust with clients requires transparency and focus on business metrics. TIMESTAMPS:00:00 Introduction01:08 The Challenge of Converting Cold Traffic04:29 Conveying Complex Products in Ads08:32 The Role of Content in Demand Generation11:56 Creating Effective LinkedIn Ads17:24 Understanding the Customer's Perspective27:17 Inspiration from Consumer Culture for B2B Ads33:16 Marketeers vs. Technical Founders37:28 In-Market vs. Out-Market Strategies45:49 The Role of Hollywood in B2B Ads49:22 Sourcing and Hiring Paid Actors54:22 Optimizing Lead to Meeting Ratios01:02:44 Building Trust with Clients01:05:40 Conclusion and Final Thoughts FounderVideo Podcast Ep. 24:Itamar Ben Yair, Growth Consultant"FV 24: LinkedIn Ads Strategy: Creative, Positioning, & Messaging for B2B SaaS | Itamar Ben Yair"Brought to you by:https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

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  8. ١٠‏/١٢‏/٢٠٢٤

    FV 23: Does Retargeting Work in B2B? Reach or Frequency? | Dale W. Harrison

    In this episode of the FounderVideo Podcast,Dale W. Harrison, a strategic marketing consultant, shares his unique journey from experimental physicist to marketing expert. He discusses the importance of understanding human behavior in marketing, the stochastic nature of ad distribution, and the debate over the randomness of digital advertising. Dale emphasizes the significance of reach over frequency in advertising strategies and explains how brand preferences are formed in consumers' minds. He provides insights into the mechanics of effective advertising and the necessity of good creative to capture attention. In this conversation,Dale W. Harrison andWill Yuste delve into the intricate relationship between marketing and sales, emphasizing the distinct roles each plays in driving business success. They explore the importance of understanding consumer memory through the Ebbinghaus forgetting curve, the balance between frequency and reach in advertising, and the utility of customer panels for measuring brand recall. The discussion also highlights the biases inherent in self-reported attribution and the potential pitfalls of retargeting strategies. Ultimately, they stress the need for marketers to be skeptical, ask questions, and validate their assumptions through rigorous testing and measurement.TAKEAWAYS:- Dale Harrison has a diverse background in physics, engineering, and finance before transitioning to marketing.- Marketing is fundamentally about changing what people remember and prefer.- Data analysis is crucial in marketing, but one must be skeptical of its limitations.- The stochastic nature of ad distribution means that outcomes can be unpredictable and random.- Effective advertising requires understanding the audience and their behavior.- Reach should be prioritized over frequency to maximize brand awareness.- Good creative is essential to overcome short attention spans in advertising.- Brand preferences are formed through memory associations and recall triggers.- Marketers should focus on moving markets rather than individual consumers.- Understanding friction in ad distribution can help optimize marketing strategies. Marketing's role is to focus on markets, not individuals.- Forgetting is a binary experience; you either remember or you don't.- Frequency in advertising is necessary to overcome forgetting.- Customer panels are essential for measuring brand recall.- Self-reported attribution can be biased and misleading.- Retargeting can harm brand trust if overused.- Effectiveness in marketing should always be compared to alternatives.- Brand awareness enhances the effectiveness of demand capture efforts.- Incremental revenue from retargeting should be measured carefully.- Skepticism and questioning are vital in marketing research. TIMESTAMPS:00:00 Introduction 05:00 The Evolution of Marketing Techniques09:32 Early Digital Marketing Innovations15:22 The Stochastic Nature of Ad Distribution21:37 Understanding Ad Reach and Frequency44:33 Maximizing Reach Over Frequency46:37 The Role of Marketing vs. Sales47:31 Cold Email as Private Ads48:36 The Importance of Brand Recall52:36 The Ebbinghaus Forgetting Curve and Memory in Marketing01:00:12 Customer Panels: A Tool for Measuring Brand Recall01:14:12 The Debate on Retargeting01:18:11 Effectiveness vs. Efficiency in Marketing01:26:50 The Role of Retargeting in Brand Trust and Recall01:30:55 Conclusion and Final Thoughts FounderVideo Podcast Ep. 23:Dale W. Harrison, Strategic Consultant at Inforda Life Science Services(https://www.inforda.com/)"FV 23: Does Retargeting Work in B2B? Reach or Frequency? | Dale W. Harrison"Brought to you by:https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

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The FounderVideo Podcast talks about all things RevOps, paid ads, LinkedIn, content marketing, and modern B2B marketing strategies. Connect with the host at: https://www.linkedin.com/in/will-yuste-foundervideo/ Brought to you by foundervideo.io, increase your LinkedIn ROAS with video ads prospects actually want to watch.

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