Why founder-led marketing is your best strategy

In marketing, there’s something called the 95/5 Rule. In short, it assumes that (especially in B2B) only 5% of your addressable market is actually “Ready to buy” at any given time.

That might be disheartening for you, because if we’re all honest with ourselves most companies put all their energy into that 5%—and end up bludgeoning those prospects with noise.

But what about the 95%? How do you reach them? How do you make sure you’re there already once they do find themselves ready?

That’s where founder-led content wins. Because it isn’t focused on conversions, it’s focused on familiarity. And in business, familiarity is everything.

A survey from Wynter of 300 decision-makers at $50M+ SaaS companies found that 75% of buyers turn to their peers (not Google or ChatGPT) when creating vendor shortlists. Then they do research on those brands after the fact.

See the problem? If you aren’t already part of the conversation, you’re not getting past the starting line.

And you really want to be in the conversation, you need a face that builds connection.

People trust people

A recent article in Forbes put it like this:

“Customers are tired of polished corporate messaging. They want real stories, real people, and real connections.”

This is true whether you’re selling CRM software, a new roof, or financial plans. And I see it as 10X more important in industries like wealth management and Fintech, which are built on so much trust.

If you’re a founder or CEO, your voice is critical for your company’s marketing strategy. It’s not just because putting yourself in front feels more authentic, it’s also because you’re closest to the pain your customers feel.

Every sales call you take is a market research interview. You hear the problems your ideal customers are trying to solve. You hear the messaging that clicks with them. The insights you get from being close to sales are what most marketing teams are guessing at. Every call you’re on should inform your company’s story.

Marketing is storytelling. A great story is focused on your customers, the problems they have, and how you act as a guide to help them out of their painful situation.

What should founder-led content look like?

You’re busy. Your content doesn’t have to be polished. In fact, as we already saw with the Forbes quote, it shouldn’t be.

I lifted the below from that same Forbes article, but this content allocation is close to how I’d view the perfect mix:

• 60% – Educational insights from your experience

• 30% – Behind-the-scenes perspective on building your business

• 10% – Straight-up promotion of your products or services

It’s not about making yourself into a LinkedIn influencer. It’s about creating small, frequent appearances in front of your customer base so you can build trust over time and be part of the conversation.

Marketing is proximity

The closer you are to your product, your clients, and your message, the stronger your marketing becomes. That’s why founder-led growth gives your firm an edge.

If you’re trying to scale without showing up personally in your content, you’re leaving trust on the table.