Founder-led content inspiration

10 B2B founders who are winning on organic social

Tommy Clark
November 10, 2025

Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

Hope you had a great weekend. Heading to NYC this week (mostly for fun, but it always turns into a semi-business trip).

Spent some time this weekend getting ahead on content & agency work, along with chipping away at my novel. Just passed 110,000 words drafted and hit the end of Act II. Feels good to finally be out of the Act II trenches. Sharing more here on Instagram.

Now, before I spiral into a tangent on books and writing, let’s get to the content marketing stuff.

Today, I want to curate a list of founders who are crushing it with LinkedIn content. One of the best ways to grow faster on LinkedIn is to study those already winning, and learn from them.

I’ve done all the searching for you. These 10 founders are great people to study.

Shall we?

🔎 DEEP DIVE

Founder-led content inspiration

10 B2B founders who are winning on organic social

There’s one habit I recommend to all the founders and marketing leaders who ask me how to win on organic social.

Build your swipe file.

A ‘swipe file’ is a bank of inspiration. Email marketers save click-worthy subject lines to theirs. Conversion copywriters save high-converting headlines to theirs. I save standout social content to mine—and if you want to use social as a lead gen channel for your startup, you should do the same.

I’ve compiled a list of 10 startup founders who are doing this whole “founder-led content” thing quite well. I’ll also share a quick rundown of what you should take away from their approach.

Cool? Cool.

(1) Austin Hughes (Unify)

(2) Daryna Kulya (Quo)

Daryna consistently shares candid, behind the scenes insights about what it’s like to be a founder—both on LinkedIn and in her newsletter, Founder to Founder. Most recently, she leveraged LinkedIn to get major distribution for OpenPhone’s rebrand to Quo and its $105M fundraise.

(3) Alina Vandenberghe (Chili Piper)

Alina has become one of the household names in the B2B SaaS category by sharing openly about her experience and learning as she tries to grow Chili Piper into a $1B company.

(4) Sebastian Jimenez (Rilla)

There are two things I love about Sebastian’s approach to LinkedIn. First, he is not afraid to be polarizing (a quick scroll through his profile will show you this). Second, he and the Rilla marketing team are masters at turning IRL stunts into social media momentum. The most recent example of this is their bright yellow umbrella stunt during Dreamforce 2025. Genius.

(5) Paddy Lambros (Dex)

Over the past few months, Paddy has become a consistent voice in the recruiting category on LinkedIn. He’s not afraid to take a strong stance on topics—which helps his content stop the scroll. He’s also done a great job of documenting his learnings as he and his team went through A16Z’s Speedrun accelerator. This post from Demo Day received 450+ engagements.

(6) Gal Aga (Aligned)

Gal Aga is the textbook example of an expert with a ton of inherent credibility coming in and executing a flawless LinkedIn strategy. Gal consistently goes niche viral by sharing polarizing takes, predictions, and personal stories from his decades of experience in the sales world.

(7) Irina Novoselsky (Hootsuite)

Irina has a strong social presence on LinkedIn (not surprising given the company she runs), but the aspect of her approach I want to highlight is her approach to video. She is great at posting consistent “talking head” videos like this one. Developing the skill to shoot talking head—aka ‘yapping’—videos off the dome is invaluable.

(8) Anthony Pierri (FletchPMM)

Anthony is a phenomenal account to study if you want to improve your visuals. He’s become known for his shareable infographics in the product marketing and positioning world. Pay attention to the way he (a) uses consistent branding to make his graphics recognizable (2) visualizes “software marketing” concepts with relatable examples.

(9) Hamish McKay

Hamish is a great example of a founder who’s done “building in public” well. From Day 1 of building his SaaS, Order Editing, he has shared a transparent look into his journey.

(10) James Hawkins

James is the founder of Posthog, and a master of meme marketing on LinkedIn. He has a great account to study if you are planning on making humor and memes a key pillar of your content marketing. Memes can be great for generating top-of-funnel attention and communicating pain points in a shareable format. A major reason why this approach works for Posthog is that it aligns with the rest of the marketing motion (i.e. their OOH marketing & billboards).

That’s all I’ve got. The above isn’t an exhaustive list, so I’ll be doing more round ups like this to give you inspiration for your social content.

If this was mildly helpful, I’d appreciate you sharing this in your marketing team’s Slack channel.

Also, if you want to learn how to launch a founder-led content strategy on LinkedIn, check out this 42-minute masterclass I recorded on the topic. It’s free and ungated. Enjoy!

🗃 FILE CABINET

Here’s my favorite marketing and business content I bookmarked this week.

You’re Not Ready for the Next Phase of LinkedIn by Tommy Clark 🎥
If You're Starting On LinkedIn In 2026, Do This by Alex Garcia and Tommy Clark 🎥
How to Overcome Inner Resistance ****by Andrew Huberman and Steven Pressfield 🎥

Check these out.

BEFORE YOU GO…

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