The founder-led marketing playbook (from the guy who lives it)

​Most B2B companies already have the raw material for great LinkedIn content.

​It’s sitting in founder calls, sales conversations, customer objections, product strategy, and the weirdly specific opinions your best people say out loud but never publish.

​Finn Thormeier’s work in Project 33 is about turning that buried expertise into an executive brand system that can create trust, sharpen messaging, and support pipeline.

​In this session, we’ll take apart the executive-brand-to-revenue system Finn built.

​Finn is the founder of Project 33 and host of The Executive Brand Podcast. He's:

• ​Built Founder-Led Marketing programs for 50+ B2B tech companies

• ​Grown his own LinkedIn to ~42k followers

• ​Recorded 140+ interviews with operators at Ahrefs, lemlist, Recall.ai, and more

• ​Documented client results like SafetyWing's 8.4x ROAS on LinkedIn ads and Siteimprove going from 5 to 50 sales-qualified opportunities in 4 months

• ​Turned $9k LinkedIn ad spend into $1m qualified new business pipeline for one of their latest clients

• ​Runs his own media system: LinkedIn, The Executive Brand Podcast, Substack, YouTube, and live sessions — making his own brand a live case study of the playbook

​What we’ll cover

• ​How Finn turns founder and executive interviews into LinkedIn content buyers care about

• ​How to spot posts that build real buyer trust, even when engagement is modest

• ​How Project 33 picks the right internal “face” for a company: founder, CEO, CMO, CRO, technical SME, or multiple executives

• ​The content-to-ads loop: using organic LinkedIn posts as message testing, then amplifying winners with Thought Leader Ads

• ​How engagement signals move into Clay, CRM, Sales Nav, Slack, or sales workflows without turning every like into fake intent

• ​What changes when you sell to technical buyers, enterprise buyers, or high-ACV B2B accounts

• ​How AI helps with production, and where human strategy, taste, and editing still matter

• ​How Finn thinks about attribution: influenced revenue, warm signals, and practical measurement without false precision

​Who should join

• ​Founders and CEOs: You want to build trust with buyers through LinkedIn, but you do not want to become a full-time creator.

• ​B2B SaaS marketing leaders: You want executive thought leadership to support pipeline, sales messaging, ABM, and paid distribution.

• ​Sales and RevOps leaders: You care less about likes and more about which target accounts are engaging, warming up, and worth routing to sales.

• ​Agencies and consultants: You help clients with content, demand gen, or outbound and want a sharper system for turning executive expertise into GTM assets.

​Your host: Oleg Sobolev

​Founder of Extrovert, building AI-assisted tools for LinkedIn relationship-building and outbound that doesn't suck.

​Your guest: Finn Thormeier

​Founder of Project 33, host of The Executive Brand Podcast, and one of the few people who's turned "executive brand" from a buzzword into a measurable GTM motion.

​📅 Thursday, June 113:30 PM CET / 9:30 AM ET

​Can’t make it live? Register anyway. We’ll send the recording.