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Founder Brand with Finn Thormeier

Finn Thormeier
Linkedin
B2B Marketing
Saas
Founder-Led Marketing
Content Creation
Personal Branding
Content Marketing
Saas Growth
Content Strategy
Series B Funding
Sales
Lead Generation
Product-Market Fit
Founder Branding
Marketing Strategy
AI In Marketing
Marketing
Demand Generation
Zoominfo
Branding

Best-in-class playbooks to build your Founder Brand on LinkedIn. Prior guests include Jason Fried, DHH, Henry Schuck, Guillaume Moubeche, Chris Walker, Adam Robinson, Alina Vandenberghe, Dave Gerhardt, and many more. executivebrand.substack.com

PublishesWeeklyEpisodes168Founded4 years ago
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Artwork for Founder Brand

Latest Episodes

Adam Holmgren is the co-founder & CEO of Fibbler, a paid ads attribution tool that connects your Linkedin and Google ad accounts to your CRM and calculates influenced pipeline and revenue. They are bootstrapped, roughly 2.5 years in, and they just hi... more

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Kevin White is the Head of Marketing at Scrunch AI, an AI visibility and agent experience platform just acquired by Sitecore.

Before Scrunch AI, Kevin was Head of Marketing & GTM Strategy at Common Room, Head of Marketing at Retool, and Head of Grow... more

YouTube

Peter Caputa is the CEO at Databox (analytics platform, doing about $10m ARR) and ex-VP Sales at HubSpot. This is his 4th time on the podcast, which is the record.

Since the first time I had him on the show about 3 years ago in Oct 2023, he has been... more

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Tom Wentworth is the CMO at incident.io, and the most AI-pilled marketing leader I’ve talked to. Before incident.io, Tom was CMO at Recorded Future, RapidMiner, Acquia and Optimizely. You can call that quite a track record.

In this episode, I have T... more

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Recent Guests

Kevin White
Head of Marketing at Scrunch AI
Scrunch AI, Sitecore (acquisition)
Episode: How to market to AI agents
Tom Wentworth
CMO at incident.io
incident.io
Episode: The most AI-pilled CMO in tech shares his Claude setup
Trinity Nguyen
CMO at UserGems, leads AI GTM
UserGems
Episode: How to run a successful ABX program
Melissa Rosenthal
Founder at Outlever, Editor-in-Chief of State of Brand and State of AI
Outlever
Episode: This Linkedin strategy is BONKERS
Don Jeter
CMO of Torq, cybersecurity marketing veteran
Torq
Episode: How to radically stand out w/ Don Jeter
Tycho Luijten
CEO of Dapper, a B2B marketing agency
Dapper
Episode: How to operationalize going viral on LinkedIn
Jeff Barr
VP at Amazon and Chief Evangelist for AWS
Amazon Web Services (AWS)
Episode: AWS Chief Evangelist on How to Evangelize Software
Emily Kramer
founder and creator of MKT1 (Market One) newsletter
MKT1 / Market One
Episode: How to grow a newsletter w/ MKT1’s Emily Kramer
Shane Hedge
Co-founder and CEO at Air
Air
Episode: The most creative company in B2B w/ Air's CEO and Head of Content

Host

Finn Thormeier
Host of The Executive Brand Podcast; founder of Project 33; specializes in founder-led branding and executive thought leadership.

Reviews

5.0 out of 5 stars from 11 ratings
  • Tactical founder guidance

    If you’re an early 0-1 stage startup this podcast is awesome. Love how the host presses for details on what the Founders are actually doing in the very very early stages rather than just waxing poetic about sales funnels. Good early stage founder guests too who really open up.

    Apple Podcasts
    5
    Brian262626
    United Statesa year ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Focused founder guidance with actionable details.
Strong emphasis on personal branding as a driver of company growth.
Guests provide concrete examples and real-world experiments.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Apple Podcasts
#197
Germany/Business/Marketing
Apple Podcasts
#24
Finland/Business/Marketing
Apple Podcasts
#70
Spain/Business/Marketing
Apple Podcasts
#83
Denmark/Business/Marketing
Apple Podcasts
#117
Singapore/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

How to market to AI agents
Q: How has the day-to-day work changed for you with AI tools, compared to two or three years ago?
I'm much more hands-on with AI, dictating workflows through Whisper Flow and Claude, reducing mundane tasks, and enabling rapid prototyping of new marketing tools and offers that test fast and convert higher than traditional assets.
How to market to AI agents
Q: What would you recommend for teams trying to optimize for AI agents browsing their site?
Start with clear, structured HTML content and edge-delivered pages that are light on JavaScript, then use AI-driven tools to tailor the content surfaced to agents, including page-level optimizations and token-count considerations to improve AI comprehension and accuracy.
How to market to AI agents
Q: What stands out as the best, most impactful things you've stood up in the last six months?
We overhauled our website twice in six months, moving to a brand-new design language and a Claude-based design system that lets us ship updates quickly, maintain on-brand visuals, and keep inbound conversion stable while improving how AI agents access content.
This Linkedin strategy is BONKERS
Q: For your LinkedIn, do you have a before and after, how many average monthly impressions you got on your LinkedIn before you started State of Brand posts and how many you're getting now?
Impressions exploded after adopting a newsroom-style process; prior to State of Brand, LinkedIn activity was minimal, but now it regularly pulls millions of impressions per week, with some posts hitting hundreds of thousands or more, driven by a structured workflow and tailored angles.
How to operationalize going viral on LinkedIn
Q: What is the process behind churned-out content on a regular basis?
They set two creative videos per month (lean-and-mean and hero formats) and run a regular two-and-a-half hour brainstorming and scripting session in a coffee shop to maintain discipline, backlog ideas, and ensure high-quality execution.

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Frequently Asked Questions About Founder Brand

What is Founder Brand about and what kind of topics does it cover?

The show centers on founder-led branding, executive thought leadership, and practical GTM strategies for B2B software and tech companies. Across episodes, topics include building AI-enabled marketing engines, ABX and demand-gen machinery, personal and founder branding on LinkedIn, and creative, high-velocity campaigns that blend storytelling with measurable business impact. Guests come from SaaS, cybersecurity, and growth-focused agencies, offering hands-on tactics, playbooks, and real-world experiments that listeners can adapt to their own GTM motion. A notable throughline is the emphasis on authentic voice, cross-functional alignment, and scalable content systems that tie personal branding to company growth.

Expect discussions that push ... more

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1. All-In with Chamath, Jason, Sacks & Friedberg
2. Moneywise
3. David Senra
4. Founders
5. The Game with Alex Hormozi

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Founder Brand launched 4 years ago and published 168 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on Founder Brand?

Recent guests on Founder Brand include:

1. Kevin White
2. Tom Wentworth
3. Trinity Nguyen
4. Melissa Rosenthal
5. Don Jeter
6. Tycho Luijten
7. Jeff Barr
8. Emily Kramer

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