Founder-led marketing is a strategy in which the founder of a company is actively involved in the marketing process. Instead of delegating marketing tasks to an outside team or internal department, the founder himself takes the lead in creating and executing marketing campaigns. It is similar to authority marketing in a way that other people than the founder can be subject matter experts.

Examples of founder-led marketing

There are several well-known examples of founder-led marketing. One is Elon Musk, co-founder and CEO of Tesla. Musk is known for his direct involvement in the company’s marketing strategies, such as using social media to spread the word about Tesla’s products.

Neil Patel, co-founder of KISSmetrics and Crazy Egg, is known for his thought leadership in online marketing and content creation. He uses his personal brand and expertise to promote his companies.

In addition, Chris Walker of Refine Labs is a good example. He communicates via podcasts, videos, blogs and social channels about demand generation and dark social. If you think of demand gen, his name will soon come up!

Benefits of founder-led marketing

Having a founder actively involved in marketing has several advantages:


Founder-led marketing can help build credibility and trust with potential customers. 

Customers often trust a company more when they know the founder is personally behind it.

Personal connection

By directly involving the founder in marketing efforts, a personal connection can be made with the audience. This can lead to a stronger connection between the brand and customers.


Founder-led marketing can help create a sense of authenticity around the brand. 

Founders can share their personal stories and show what they stand for, which can resonate with potential customers.

Speed of decision-making

Founders often have the freedom to make decisions quickly without relying on approval from others. This can result in faster and more agile marketing campaigns.

What type of founders is suitable for founder-led marketing?

Here are a few characteristics of founders who are a good fit for founder-led marketing:

Personal brand

Founders who have already built a strong personal brand can benefit more from founder-led marketing. They can use their existing audience to promote their business. Haven’t done any personal branding yet? It’s never too late to start! I’d urge you to start as soon as possible to reap the benefits of a strong personal brand.

Commitment to the product

Founders who are passionate about their product and are knowledgeable about it can be effective marketers. Their enthusiasm can shine through in their marketing message.

Communication skills

Good communication skills are essential for founder-led marketing. Founders must be able to communicate their vision and message to the public.

How to become a thought leader in your field?

As a founder, using your expertise in your field is a great example of founder-led marketing. Showing expertise and becoming a thought leader can help you build credibility, attract customers, and take your business to new heights.

Here we will discuss how to demonstrate your expertise and achieve thought leader status.

1. Specialize

To build expertise, it is essential to specialize in a specific field within your industry. This means you need to have in-depth knowledge about your product or service and the issues your target audience is struggling with. 

By focusing on this, you can share valuable insights and be seen as an authority.

2. Stay up to date

The target market is constantly changing, so it’s important to always stay up-to-date with the latest trends, technologies, and best practices. Read relevant books, follow industry blogs, and attend webinars or conferences to continually expand your knowledge. This allows you to provide relevant advice to others and demonstrates your dedication to the field.

3. Publish content

An effective way to demonstrate your expertise is to regularly publish valuable content. This can be in the form of blog articles, white papers, e-books, or even videos. 

Share your insights, best practices, and tips that can help your prospects solve their problems. By sharing your knowledge and helping others, you will be seen as a trusted source of information.

4. Build an online presence

In addition to publishing content, it is also important to build a strong online presence. Take advantage of social media platforms such as LinkedIn, Twitter and Facebook to share your thoughts and insights with others. Participate in relevant discussions and actively join SaaS communities to expand your network and increase your visibility.

5. Give presentations

Giving presentations at conferences, webinars or other events is a great way to showcase your expertise and position yourself as a thought leader. Make sure you are well prepared and give engaging presentations that add value to the audience. This will not only increase your credibility but also create new business opportunities.

6. Collaborate with others

Collaborating with other experts in the SaaS industry can strengthen your credibility and confirm your status as a thought leader. Collaborate on joint projects, guest post on each other’s blogs, or organize webinars together. These collaborations can lead to valuable insights and help expand your reach.

7. Keep learning

The process of becoming a thought leader is constantly evolving, which is why it is important to always keep learning and developing yourself. Stay on top of new developments, take courses, or obtain certifications to deepen your knowledge. 

By constantly growing as a professional, you will stay relevant and continuously provide value to others.


In conclusion, founder-led marketing is a strategy in which the founder of a company is actively involved in the marketing process. It can offer several benefits, including credibility, a personal connection with the audience, authenticity, and faster decision-making. 

Want to get started with founder-led marketing?

We’d love to help you with our B2B marketing agency to position yourself as an expert in order to attract customers. Just contact us for a free clarity call.