In the 26th episode of the FounderVideo Podcast, Will interviews Ognjen Bošković, a growth marketer and founder of the community Raven. Recorded live in Belgrade, the conversation covers Bošković’s career journey, his experience in B2B SaaS marketing, and the importance of building a founder brand. They discuss the principles of B2B marketing, the concept of a founder brand as a go-to-market strategy, and how it applies to different stages of business maturity. The episode highlights examples of successful founder brands, the role of social awareness and communication skills, and the potential impact of AI on the future of both product and service companies.
TAKEAWAYS:
- Founder Brand is a Long-Term Investment: It’s not a quick fix and requires consistent effort over time.
- Value of Founder Expertise: Founders with deep industry knowledge and experience within their target customer segment are more likely to succeed.
- Documenting Your Journey: Consistently documenting your work, successes, and challenges is crucial for building a strong founder brand.
- Leveraging Existing Experience: Utilizing past experiences and roles within your target customer base provides valuable insights and credibility.
- Founder Brand as a Go-to-Market Channel: It can be a powerful channel for generating leads and driving revenue, especially in saturated markets.
- Early-Stage and Established Businesses Can Benefit: Both startups and established companies can leverage founder branding for growth.
- Overcoming Outbound Challenges: Founder branding can be an effective alternative to traditional outbound sales, which are becoming increasingly difficult.
- Building a Community: Creating a community around your brand can foster engagement and accelerate growth.
- The Importance of Authenticity: Being genuine and transparent in your communication resonates with your audience.
- Focusing on Customer Pain Points: Deeply understanding and addressing the challenges faced by your target customers is essential.
- Data-Driven Approach: Using data to validate problems and identify opportunities is crucial for successful founder brand building.
- The Role of Personality: While not the sole determinant, a founder’s personality and communication style play a significant role in building a strong brand.
- Avoiding the Ivory Tower: Staying connected to the market and actively engaging with customers is essential for building authentic relationships.
- The Value of Storytelling: Sharing your personal journey and experiences can resonate with your audience and build trust.
- Combining Art and Science: Balancing creativity and strategic thinking is key to effectively building a founder brand.
TIMESTAMPS:
- 00:00 Intro
- 01:26 Ognjen Bošković’s background & experience
- 05:11 Core principles for successful founder brands
- 13:49 Who benefits most from founder branding
- 21:18 Key traits & skills to win with founder brand
- 28:45 Strategic thinking & understanding markets
- 39:35 Future evolution of founder brand as a strategy
- 48:09 (Founder) Brand building for product vs services companies
- 58:33 The role of data in brand marketing
- 01:04:15 Platform-native content and final thoughts
