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Brian Hastie

Are you a founder still stuck in the sales meeting spiral? Here’s one way to hop out of it:

Helping busy CEOs create all their short-form content from a monthly 1 hr interview. -​> Demandii.com + [reformed] podcaster and writer about all things tech and pop culture

Spoiler warning: Your founder-led content shouldn’t live and die JUST on LinkedIn. Here’s one way to get a ton more reach out of it:

Are you a founder/CEO that thinks virality is the key to landing new sales for your B2B biz? Here’s why you will want to think twice about that:

Bootstrapped founders: Want to save on marketing and sales costs while still making sure your messaging gets out there? Find out how you can do that now:

Founders and CEOs: Why is your LinkedIn content screaming into a void?
It’s usually because the Algorithm Gods are prioritizing your high school friends over your future customers.

Sad but true.

Luckily, getting your message in front of a Fortune 500 VP is simple, if you know where to start. 

And unlike hiring a PR firm that charges $15k a month for "brand awareness," this won't cost you your entire marketing budget.

Instead, use this dead-simple Founder-Led Distribution Flywheel to turn your profile into a high-intent sales pipe.

Here's how I advise Demandii clients to do that:

1. Curate a High-Value First Degree Network
You need to aggressively send connection requests to the specific Champions and Economic Buyers in your target accounts every single day. 

Look, if your network is full of peers (people you met at conferences/trade shows like 10 years ago) and recruiters instead of VPs of Engineering, for example, the algorithm will never show your posts to the people who sign checks. 

Tip: Personalize your invite with a non-salesy observation about their recent company news to boost your acceptance rate.

2. Deploy Surgical LinkedIn Ads for "Air Cover"
Take your best-performing organic post and put a small daily budget behind it using the LinkedIn Campaign Manager to target specific job titles and company lists. 

A move like this ensures that even if the organic algorithm misses a key stakeholder, your face still shows up in their feed with a message that resonates.

Mistake to avoid: Don't boost a post to a "broad" audience; keep your targeting tight to only the 100–200 companies in your Total Addressable Market. LinkedIn loves an audience of 50k-200k, so ideally that's 

3. Sync Your Content to the Buyer’s Journey
Write about the specific departmental friction your product solves, moving from high-level industry trends to "boots on the ground" implementation wins. 

When a Director sees you solving a problem they had in a meeting that morning, you move from "random CEO" to "trusted advisor" instantly. 

Example: If you sell security software, post about the hidden cost of a data breach on a VP’s weekend plans, not just the technical specs.

Following these steps ensures that every word you write is an investment in a specific relationship, not just a shout into the dark.

I used this exact two-step punch for a Series B founder who was frustrated that his "viral" posts weren't generating demos. 

So... He got his EA to clean his network and to include only CTOs at mid-market firms and ran $150/day in ads against his "Top 50" target account list. (You don't need an EA to do this, you can do it. yourself if you create a recurring calendar event for yourself.)

Within six weeks, he had three high-value prospects reach out saying, "I feel like I see your insights everywhere lately." 

If they can't see you, they can't buy from you. Stop posting for the public and start distributing for your prospects.

Virality could be the downfall of your founder-led content. Don’t believe me? Just watch:

Are you a founder hiring because you’re scaling? Here’s one way your external founder-led content can create great training assets:

Saviynt

Vice President, Solutions Engineering (Americas)

Director, Solutions Engineering & Strategy

Identropy Inc.

At Identropy, we combine expertise with empathy to help clients plan, build and run identity and access management solutions that enable their business. Since 2006, we have evolved with the industry and positioned ourselves to become a leading firm providing innovative consulting services within Identity & Access Management and Access Governance.

Our advisory team takes a business centric approach and applies a proven methodology to plan for all of the implications related to Identity Access Management and Access Governance within the landscape of both SaaS and internal applications. Once we learn our client’s business we make our recommendations and provide all of the support the business and IT requires to develop strong internal sponsorship and guide them in the selection process of technology vendors.

Armed with a comprehensive plan, our build team then deploys the solution. Top engineering talent brings identity road maps to life by optimizing software and integrating the system into all of the other platforms clients use to do business.

After earning our client’s trust in the plan and build stage, many of them rely on us to keep them running smoothly. To cater to this need, we’ve developed a managed services offering that enables us to host solutions and monitor to optimize access to all systems providing a secure and efficient path.

Vice President of IAM Strategy & Advisory Services

Courion Corporation

• Manage, interpret and discuss customer requirements to understand, anticipate and address business need
• Develop and present complex software solutions based on Courion’s IAM product suite 
• Lead discovery workshops providing customer with ROI analysis, roadmap recommendations and business case support
• Support sales personnel by providing technical expertise and facilitate training / knowledge sharing throughout the organization
• Participate  in solution roadmap planning offering insights and recommendations to the CEO, executive management and product management teams
• Develop and execute specialized selling strategies to identify opportunities for process improvements
• Thought leader and subject matter expert for industry analyst product reviews (e.g. Garter, Forrester  Research, etc.), live events, blogging and inbound marketing materials
• Manage customer expectations and escalations ensuring that actions plans are developed and executed to ensure successful conclusion
• Provide leadership to the sales engineering team to close new and follow-on license and services opportunities 
• Train and manage sales team responsible for working in a highly collaborative environment to develop unique proof of concept solutions for new and existing customers
• Direct the efforts of staff in the achievement of strategic and operational objectives
• Hire, promote and develop talent providing career development coaching; performance, compensation reviews

Director, Solution Consulting / Technical Presales

Supported the sales team to grow the customer base across multiple industry segments by providing technical expertise and facilitating roadmap discussions.

Manager, Solution Consulting

Led project teams responsible for the installation, integration and deployment of IAM software in complex customer environments.

Solution Delivery Consultant

CrunchTime Information Systems

Led onsite implementation activities including business process analysis, software deployment, user training and project scope management.

Software Implementation Specialist

Flywire

Performed testing to ensure conformance to customer specifications including GUI, field validation, security, performance and regression.

Quality Assurance

• Sales Leader with a history of success guiding clients to adopt emerging technologies,
employing Identity and Access Management (IAM) solutions
• Track record of success with C-level executives in healthcare, financial and retail verticals
• Team leader with proven ability to build, develop and manage highly performing
 multidisciplinary teams

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