Why Everyone Wants a LinkedInfluencer Founder and How We Got Here
You read that right — this very newsletter drives more traffic than the average Series C startup blog.
The thought leadership game has been flipped on its head.
Once upon a time, you’d fire up the blog, hire a PR agency, and pray for a TechCrunch feature. Maybe your company Twitter handle would get some love, too. But today? That playbook is obsolete.
Founders are now media channels.
A single post from a well-positioned exec on LinkedIn can generate more impact than an entire paid media campaign.
You read that right — this very newsletter drives more traffic than the average Series C startup blog.
So how did we get here? Let’s break it down.
The Fall of Traditional Distribution
AI is eating search. Google’s results are cluttered. SEO-led content is everywhere, and most company blogs are digital deserts, populated with keywords and empty promises.
Meanwhile, social media algorithms are actively deprioritizing company posts. Newsletters still work but are slow to scale. PR hits? Nice for investor decks, not traffic.
Outbound has become easier, so it’s noisier. Inbound is harder to crack. And that’s why founders with something to say — and a willingness to say it — are winning.
Welcome to the Era of Executive LinkedInfluencers
The companies that stand out today are the ones whose founders and execs are visible, vocal, and valuable on LinkedIn.
Their posts lead conversations, shape perceptions, and build real-time trust with prospective customers, partners, and investors.
This doesn’t mean every startup needs a founder-influencer. But if you’re not treating your founder’s voice as a channel, you’re leaving leverage on the table.
Should Your Founder Become a LinkedInfluencer?
The answer isn’t black and white. Peter Conforti (Good Content) says:
“Everyone would benefit by having their execs more active on LinkedIn. The question is how far you take it.”
Jenny Thai (Vanta) adds:
“Yes — if you’ve got a unique POV, a clear goal, and the willingness to commit. No — if it’s just a vanity project.”
So let’s zoom in on the real criteria.
The 3 Requirements for a Founder to Succeed on LinkedIn
1. They Have Credible, Relevant Ideas
No fluff. No copy-paste. The founder must have real opinions, grounded in experience, and be unafraid to put them out there.
“When you see content online, your first thought is: Why the hell should I listen to this person?” — Peter Conforti
Marketing can shape the narrative — but the signal has to come from the founder.
2. Their Audience Is Active on LinkedIn
Use tools like Clay, Attio, or even LinkedIn search to validate this. Is your ideal customer even on the platform?
“LinkedIn isn’t always the right answer. For some, podcasting or YouTube might hit harder.” — Peter Conforti
3. You Have the Time & Resources to Do It Right
Going viral is luck. Growing consistently is a system. That system takes time — both from the founder and from marketing.
“I spend an hour+ a day on LinkedIn. That’s before I even touch the newsletter.” — Devon Watts
When Founder <> LinkedIn Fit Is Obvious
Look at Clare from Metronome’s situation:
- Their founder has 5K+ followers
- He’s a true expert in pricing and billing
- He’s well-networked in tech
- They’ve got heavyweight investors
- There’s a major industry trend they can ride (AI-powered, usage-based billing)
That’s perfect-fit territory. When the stars align, go all in.
What If Your Founder Isn’t Into It?
You can’t force it.
“You can lead a horse to water… but you can’t make them post on LinkedIn.” — Emily Kramer & Jenny Thai
Some founders are too private. Others don’t believe in the platform. And some simply don’t have the bandwidth.
If that’s the case, use someone else.
Who Else Can Be Your LinkedInfluencer?
There are plenty of high-impact alternatives:
- Chief Evangelist: Gong’s Chief Evangelist (ex-CMO) leads the charge on social.
- Marketing Execs: Folks like Amanda (Sparktoro), Meg (Typeform), Branca (Attio) are LinkedIn machines.
- Distributed Employee Voices: Clay encourages their team — and their agency partners — to build a presence.
“It doesn’t have to be your CEO. It doesn’t even have to be an exec.” — Devon Watts, Mercury
But What If That Person Leaves?
Yes, there’s risk. But the upside is worth it.
You’re investing in visibility today — and the brand halo often lingers even after they’re gone.
“We train employees in other skills. Why not storytelling?” — Peter Conforti
Better yet, build multiple internal influencers. Don’t put all your social eggs in one basket.
How Marketing Can Set Founders Up for LinkedIn Success
“You can’t expect a founder to magically know what to post. It’s marketing’s job to systematize it.” — Emily Kramer
Here’s how:
What to Write About (Hint: Not Random Thoughts)
Start with perceptions — the 3–4 storylines you want to own in the market. Every piece of content should map to one.
A founder’s content can:
- Reinforce the company’s key messages
- Say the things the brand can’t say (like bold takes)
- Build a personal brand that complements the company
Example:
- Company: “Our AI makes prospecting easier.”
- Founder: “The SDR role will be obsolete in 5 years.”
3 Ways to Contribute to the LinkedIn Conversation
- Introduce a net-new idea (new framework, bold take)
- Build on others’ thoughts (comments, counterpoints)
- Synthesize (connect dots, recap trends)
“It’s hard to always have original ideas. It’s much easier to build on what’s already out there.
How to Extract Content from a Busy Founder
- Create a private Slack channel where they can drop raw thoughts
- Record monthly conversations and mine the transcripts
- Start a podcast or video series and repurpose insights
- Batch content creation to minimize context switching
“Encourage voice notes. A 30-second riff can become 3 posts.” — Peter Conforti
Make Posting Frictionless
- Get their LinkedIn login (yes, you need it)
- Use scheduling tools like Assembly
- Set consistent post times
- Don’t forget post-launch engagement — that’s where magic happens
“Don’t Post and Ghost”
“You can’t give a talk at a conference and leave. You’ve got to mingle.” — Emily Kramer
Engagement Tactics That Work
- Block 15–30 mins post-publish to reply to comments
- Create engagement pods (internal + external)
- Comment on others’ posts before your own
- Put links in comments, not the post body
“Engagement wins. LinkedIn wants it. The algorithm rewards it.” — Peter Conforti
Turn LinkedIn Engagement Into Revenue
Likes aren’t just vanity — they’re intent signals. Here’s how to work the funnel:
1. Scrape Post Engagement Data
Use PhantomBuster or TexAu to grab names, titles, LinkedIn URLs, etc.
2. Enrich + Match to CRM
Pair with Clearbit, Clay, or Sales Navigator.
3. Run Targeted Campaigns
- Personalized DMs
- Retargeting ads
- Matched audiences in LinkedIn Ads
“Don’t leave warm leads in the comments. Convert them.” — Peter Conforti
Founders Crushing It on LinkedIn
Need inspiration? These founders are doing it right:
- Alina Vandenberghe — Chilipiper
- Adam Robinson — RB2B
- Mac Reddin — Commsor
- Immad Akhund — Mercury
- Andrew Gazdecki — Acquire.com
- Waseem Daher — Pilot
- Cecilia Ziniti — GC AI
They speak authentically. They show up consistently. They drive business.
So, Should Your Founder Become a LinkedInfluencer?
If your audience is on LinkedIn and your founder is game?
Yes. A thousand times yes.
But if they’re not into it — don’t force it. Find the voice who is ready to own that conversation and make LinkedIn your unfair advantage.
“It’s hard to predict what’ll work. But time + authenticity? That combo always wins.” — Emily Kramer
Bhavik Sarkhedi is a globally renowned, best-selling author, 3x founder, Forbes-recognized personal branding expert, founder of Ohh My Brand, an international personal branding agency and co-founder of Blushush Agency
Book a call with Bhavik Sarkhedi here:
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