In this episode of Human Marketing, Chris Nelson is joined by Toni Hopponen, founder of Landing Rabbit and previously Flockler, to explore how to build human-first SaaS products and landing pages that actually convert.

Toni shares how he grew Flockler over 13 years without a sales team, the emotional challenges of exiting, and why Landing Rabbit is his answer to broken landing page workflows.

From AI-driven optimisation to the power of customer testimonials, this is a candid deep dive into founder-led marketing, authentic growth, and how to scale trust in a noisy world.

Connect with Toni Hopponen on LinkedIn

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Hosted by Chris Nelson, Founder of Human Video

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Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video

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• (00:01) - From DMs to Podcast: Meet Toni Hopponen
• (01:30) - Building Flockler: 13 Years of User-Generated Content Innovation
• (06:14) - Scaling Without a Sales Team: SEO, Content, and Founder Hustle
• (12:00) - Why Founder-Led Sales Doesn’t Scale, and What to Do Instead
• (16:05) - The Flockler Exit: Walking Away and What Came Next
• (23:06) - Landing Rabbit Is Born: From Personal Pain Point to Product Vision
• (28:30) - Humanising Landing Pages: Trust, Design, and Real Stories
• (34:00) - Why Video Testimonials Work, and How to Use Them Right
• (43:37) - Who’s Landing Rabbit For? SaaS Marketers, Agencies & Lean Teams
• (47:30) - Founder-Led Marketing: LinkedIn Strategy, SEO and Warm Conversations
• (54:50) - Trust at Scale: Why Small Teams with Big Hearts Will Win