David Fallarme is the VP Marketing at Owner.com (Series D, valued at $2.3B), an AI platform for restaurant owners. Before Owner.com, he ran marketing for Asia at HubSpot.
Owner.com built one of the most prominent founder brands and Youtube channels in B2B. They invested $1m into brand when they were still doing only $10m in ARR (now doing over $100m), resulting in 27M impressions last year, with organic generating 20% of pipeline every month.
In this episode, we talk about their approach to Youtube and leveraging the founder brand early.
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We discuss:
* How to crush Youtube as a B2B company
* The #1 mistake B2B companies make when they try to leverage Youtube
* First order irrational, second order rational: why Owner.com invests so much into brand
* How and why Owner.com CEO Adam Guild spent 10 hours every Saturday to produce videos
* Variables to success and comparing 2 videos: same title and thumbnail, one with 100k views, the other with 3.4k views (30x less)
* Brand strategy into topics into script flow
* The 5 stages of building an organic motion from scratch
* Why a great Youtube editor is worth 10-100x a good one (they pay $120-150k to people straight out of college)
* David’s advice for founders who want to build their founder brand
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Show Notes:
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Connect with David Fallarme:
David Fallarme's LinkedIn: https://www.linkedin.com/in/dfallarme/
Owner.com: https://www.owner.com/
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Connect with Finn:
Finn's LinkedIn: https://www.linkedin.com/in/finnthormeier/
Founder Brand & LinkedIn Advisory: https://thormeier.co/
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Mentioned in the episode:
Owner.com’s Youtube Channel: https://www.youtube.com/@owner-com/
Ahrefs’ Youtube Channel: https://www.youtube.com/@AhrefsCom
Owner.com Founder Adam Guild: https://www.linkedin.com/in/adamharrisonguild/
In-N-Out video: https://www.youtube.com/watch?v=gbx8EG9I0tY
Five Guys video: https://www.youtube.com/watch?v=LQnNJF79psk
NotebookLM: https://notebooklm.google/
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