Hootsuite’s CEO Irina Novoselsky has turned her personal LinkedIn feed into a bona-fide growth channel. Early experiments taught her that “leading with product is just propaganda” that repels readers, so she flipped to a give-first cadence Hootsuite calls “nine times before you take once”.

That mindset shift, paired with a ruthlessly consistent 20-to-30-minute daily routine of posting and high-value commenting—even from taxis between meetings—keeps her visible without swallowing her calendar. The results? In Q1 2025 alone she logged 10 million impressions and showed up on 37 percent of all Hootsuite deal calls tracked in Gong, while internal attribution shows about 40 percent of net-new pipeline now traces back to her LinkedIn presence. Those numbers have opened doors to multimillion-dollar RFPs and accelerated renewals.

Irina’s operator chops make the story even sharper. Before taking Hootsuite’s helm in 2023, she cut her teeth at Morgan Stanley and Apollo and executed a turnaround as CEO of CareerBuilder at just 32. Today she applies the same data-driven discipline to social: testing formats, doubling down on what lands, and empowering her 1,500-person team with the engagement insights her feed surfaces.

In short, this episode shows how a Fortune-level leader uses a lightweight, value-forward LinkedIn habit to create real pipeline, brand affinity, and even unexpected CEO-to-CEO friendships—proof that strategic generosity at scale still wins on the timeline.

Why Listen?

• 40 % of inbound pipeline now traces back to Irina’s LinkedIn posts
• 30-minute daily playbook that any founder can copy
• Follower count ≠ reach — 100 motivated followers can still drive million-view posts
• Gen Z’s silent buying journey (84 % decide before a sales call) and how to stay on their list
• DMs obliterate email with 90 %+ open rates
• Employee-led megaphone: people trust people; empowering staff ≫ brand page

Chapter Timestamps00:00:00 - Intro

00:08:37 - Kill the Propaganda
00:19:00 - Social → Revenue Loop
00:22:14 - Decoding Gen Z Buyers
00:25:40 - DMs vs Email
00:34:13 - Follower ≠ Reach
00:37:00 - Social Isn’t Junior Work
00:38:00 - Outro

Notable Quotes

1. “Give nine times before you take once.”
2. “This generation… will do anything not to use the phone to talk to you.”
3. “You don’t need a huge followership to get reach.”
4. “People that see social as a job for the 22-year-old intern are the brands that slowly die.”
5. “Posting in a bathing suit? Save it for Insta—LinkedIn is still a professional room.”
6. “I spend 20–30 minutes a day on LinkedIn; that tiny input fuels multi-million-dollar RFPs.”
7. “Five billion people spend three hours a day on social—your customers are there.”
8. “An email open rate of 30 % is ‘fantastic’; DMs hit 90 %+ without breaking a sweat.”

Actionable Takeaways

1. Adopt the 9 : 1 give/ask ratio to build trust fast.
2. Block 30 mins daily — half for posting, half for smart commenting.
3. Turn employees into creators; their voices convert better than logo posts.
4. Warm-prospect with DMs — automated value drops crush email open rates.
5. Speak to Gen Z’s research style: authentic stories > cold calls.
6. Track what matters: post mentions in Gong calls and CRM notes, not vanity likes.

Stay Connected.

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

• Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick
• Spectamur website: https://spectamur.com
• LinkedIn Famous LinkedIn Page:

Picture a CEO who treats LinkedIn less like a résumé warehouse and more like a personal blog feed—every post a mini-broadcast engineered from fresh customer data, punchy storytelling, and a dash of AI. That’s Peter Caputa IV. Armed with his marketing team and a “PeteGPT” content engine that mines interviews and survey insights, he shows up in the feed almost daily, rewrites most of the drafts himself to keep the voice human, and watches the metrics roll in: 330-plus posts, 3 million impressions, and roughly 100 free trials of Databox every single month.

Yet the real magic isn’t the numbers—it’s that followers still feel like they’re chatting with the guy they met at a conference, not a corporate logo in disguise. In this episode we unpack how Peter balances ruthless data discipline with founder-level authenticity, proving you can scale trust without turning into clickbait.

Why hit play?

• Hear the exact system Peter calls “PeteGPT”: customer interviews → GPT draft → Asana/Google Docs → his own 50 % rewrite → AuthoredUp scheduling.
  
  
  
• Learn why publishing daily is the keystone—prospecting and ads work only after your audience trusts you.
  
  
  
• See the numbers: 330+ posts, 3 M impressions, 40 k engagements and ±100 Databox trials/month in the last year alone.
  
  
  
• Get Peter’s playbook for turning “comment for the ebook” from gimmick to real demand validation.
  
  
  
• Reframe LinkedIn as a “stay-in-touch” channel that nurtures customers and partners between emails or events.
  
  
  

What we cover

• 00:02 – Peter’s back-story: from launching HubSpot’s agency program to leading Databox.
  
  
  
• 00:14 – Inside the “PeteGPT” content engine.
  
  
  
• 00:17 – Databox research: posting vs. prospecting vs. ads—what actually moves revenue.
  
  
  
• 00:25 – Measuring impact: self-reported attribution & the 24 % social-signup stat.
  
  
  
• 00:32 – Customer-driven content: interview 2-3 customers, write their story, repeat.
  
  
  
• 00:35 – Rant: “Give us RSS-level control of the feed!”
  
  
  
• 00:38 – Lightning round on algorithms, trends that should die, and time management.
  
  
  

Top takeaways

1. Founder-as-Broadcaster – “People want to talk to people, not logos.”
   
   
   
2. Consistency > Clever hacks – Daily posting makes every other LinkedIn play work harder.
   
   
   
3. Mine your customers for content gold – Real stories beat keyword rewrites every time.
   
   
   
4. Measure what matters – Track self-reported attribution and word-of-mouth, not just link clicks.
   
   
   
5. Time budget is real – Even a CEO spends 2–3 hours/day posting, commenting and DM-ing.
   
   
   

Memorable quotes

• “People want to talk to people, not logos.”
  
  
  
• “If you’re not posting, your prospecting and ads won’t work on LinkedIn.”
  
  
  
• “I still spend two to three hours a day on LinkedIn”
  
  
  
• “I hate the ‘comment for the ebook’ trick, but I still do it because it works.”
  
  
  
• “The thing I hate about LinkedIn is the algorithm deciding what I see—I want more control.”
  
  
  

Stay Connected.

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

• Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick
• Spectamur website: https://spectamur.com
• LinkedIn Famous LinkedIn Page: https://www.linkedin.com/co

Two fractional CMOs and hosts of the podcast Blame it on Marketing—Emma Davies and Ruta Sudmantaite—explain how their meme-heavy side-podcast became an unlimited content engine for LinkedIn, keeping them top-of-feed even when inspiration runs dry. Then they fire shots: in its “current form,” LinkedIn is flat-out “overrated” and bloated with gimmicks like ebook-bait and engagement pods.

They argue the platform is sliding into pay-to-play territory—boost-posts inflate reach, videos need ad spend to breathe, and small brands without budget get squeezed out. Their antidote? Founder-led voices, ruthless posting systems, and humor as a moat that “turns existential dread into viral therapy.” Listen in for the real playbook on beating the algorithm before it beats you.

What You’ll Learn

1. Systems Beat Inspiration – Emma’s two-posts-a-day cadence rides on automations that tag new followers, queue content, and keep the train on the tracks.
2. Pay-to-Play Is Here – Boosting posts does juice reach, but it also proves LinkedIn is inching toward Facebook-style ads dependency.
3. Humor as a Moat – Their best posts start as Monday-morning “existential dread” riffs and evolve into viral therapy sessions for B2B marketers.
4. Starter Playbook – New creators should “make a little plan… then commit for at least a month” before judging results.

Episode Breakdown

00:00 – Origin story & intro
07:00 – Podcast as LinkedIn tent-pole
13:00 – Building evergreen growth systems
17:40 – Where the comedy comes from
22:20 – Posting frequency myths & the power of comments
30:20 – Boost-post experiments & video reach woes
42:52 – Lightning round: “Overrated,” engagement-pods & API dreams
46:14 – One-month test rule for newbies
48:10 – What’s next for Blame It on Marketing (pod-swap season & live events)

Memorable Quotes

• “LinkedIn in its current form? Overrated.”
• “ ‘Comment beneath this post to get my ebook.’ Kill me.”
• “Find a system, refine it, do it—then stack something else on top.”
• “Videos have been massively deprioritized… you kinda have to pay to get your videos into the timeline.”

Connect with the Crew

• Follow Emma Davies and Ruda Sudamantaite on LinkedIn
• Tune into Blame It on Marketing on your favorite podcast app
• 
  

Stay Connected:

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

• Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick
• Spectamur website: https://spectamur.com
• LinkedIn Famous LinkedIn Page: https://www.linkedin.com/company/linkedinfamous

Subscribe to LinkedIn Famous on Substack: https://linkedinfamous.substack.com

Adam Robinson didn’t just build a business—he built an audience that became a business advantage. As the founder of Retention.com and R!B2B, Adam used LinkedIn to carve out a unique voice in the crowded martech space. No content calendar. No ghostwriters. Just bold, polarizing posts and relentless consistency. In this episode, he joins Brad to break down how he grew demand from scratch using nothing but a founder-led content strategy.

Whether you're a founder looking to stand out, or a marketer tired of vanilla playbooks, this episode will reset how you think about personal branding, category creation, and audience-first growth.

Chapters
00:00 Intro
05:00 From Facebook ads to founder brand
06:30 Controversy as rocket fuel (cease-and-desist story)
09:00 Why LinkedIn beats Twitter for B2B
17:20 Finding content-market fit in three posts
24:20 Video and parasocial trust
27:40 The profile link that prints pipeline
28:40 Using AI as an editor, not a ghostwriter
40:15 Overrated / Underrated lightning round
42:20 Steal the architecture, not the words
44:49 AI Account Executive demo & wrap-up


What You’ll Learn in This Episode
→ Why founder content isn’t optional—it’s the growth engine
→ Finding content-market fit and what it looks like
→ Why polarizing content drives better engagement and business outcomes
→ The mindset shift from “posting” to “performing”
→ The importance of consistency, tone, and risk-taking in content
→ How Adam used LinkedIn to reposition his product and educate the market


Memorable Quotes
→ “The fastest way to create awareness is building a personal social media profile—not a company one.”
→ “LinkedIn might not think they want you to leave, but that little ‘visit my website’ link drives 100 % of our traffic.”
→ “If your audience does their job on LinkedIn—and you are your audience—it’s almost impossible for the platform to be overrated.”
→ “When they send me that cease-and-desist, I'm like, this is the greatest PR opportunity of all time.”
→ “Look at every post of mine that cleared 1 000 likes, copy the architecture, and plug in your facts.”



Tactical Takeaways
→ Test until you hit “content-market fit.
→ Systemize ideas so writer’s block dies.
→ Embrace transparency and a controversy.
→ Use AI to sharpen, not to substitute.
→ Skip comment-gating gimmicks.



Follow Adam Robinson
LinkedIn: https://www.linkedin.com/in/retentionadam/
Website: https://rb2b.com

Stay Connected.
Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!
→ Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick
→ Spectamur website: https://spectamur.com
→ LinkedIn Famous LinkedIn Page: https://www.linkedin.com/company/linkedinfamous
→ Subscribe to LinkedIn Famous on Substack: https://linkedinfamous.substack.com

What happens when a burned-out marketer starts posting on LinkedIn just to heal—and accidentally builds a thriving business, a bold personal brand, and a cult-following in B2B SaaS?

In this episode, Brad sits down with Tas Bober, founder of Scroll Lab and co-host of the Notorious B2B podcast, to unpack how she went from “sporadic poster” to one of the most recognizable (and hilarious) voices on the feed. Tas opens up about her career pivots, her experiments in edutainment, and why you don’t need a niche to get started—you just need something to say.

From parenting metaphors to landing page rants to the “LinkedIn mullet,” this one is full of tactical gold and permission to show up as your full, unhinged self online.

What You’ll Learn in This Episode:

• How burnout became the catalyst for Tas’s content
• Why being “unhinged” made her more magnetic on LinkedIn
• The philosophy behind her “LinkedIn mullet” strategy
• How she built a client base with zero outbound or sales calls
• Why amplifying others was her #1 growth strategy
• The role of memes, chaos, and screenshots in standing out
• How to use content as healing and filtering
• Her take on boundaries, async work, and redefining success

Memorable Quotes:

• “I use LinkedIn like a journal that talks back.”
• “Burnout made me unhinged—and unhinged made me magnetic.”
• “The content that flops is the polished, overworked stuff.”
• “People don’t remember what you posted six months ago.”
• “I call it the LinkedIn mullet—business up front, party in the comments.”

Tactical Takeaways:

• Post with emotion, not just expertise
• Let your content repel the wrong clients
• Treat comments as brand-building real estate
• Don’t wait for perfect—share what’s true now
• Consistency beats virality
  
  

People, Tools & Resources Mentioned:

• Tas’s CRO LinkedIn post hub: https://coda.io/@tas-bober/resource-hub?submissionGuid=de04b759-fd92-4e52-a367-d8840a47958d
• Tas’ Spotify playlist - https://open.spotify.com/playlist/5QpUdJqY1jAbVJ2ojbG4Ov?pi=V-fe_DkkRc2y6&nd=1&dlsi=e4c98207b6ba44c5
• Scroll Lab - https://thescrolllab.com/

Follow Tas Bober:

• LinkedIn: https://www.linkedin.com/in/tasbober
• Website: https://www.tasbober.com

Stay Connected.

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

• Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick
• Spectamur website: https://spectamur.com
• LinkedIn Famous LinkedIn Page: https://www.linkedin.com/company/linkedinfamous
• Subscribe to LinkedIn Famous on Substack: https://linkedinfamous.substack.com

Neal Goyal didn’t have a LinkedIn strategy. He had a quota and a deadline, and an intuition that content could work better than cold outreach. What started as a personal experiment quickly turned into a top-of-funnel engine that helped him scale Tapcart’s pipeline, close enterprise deals, and become one of the most trusted voices in e-commerce.

In this episode, Neal unpacks the mindset, tactics, and daily discipline behind founder-led selling and rep-led content. He shares how commenting became his most valuable sales motion, why LinkedIn outperforms cold email, and how he built a playbook any marketer or seller can steal—without sounding like one.

If you're a founder, GTM leader, or rep trying to cut through the noise and build demand on LinkedIn, this episode is your blueprint.

What You’ll Learn in This Episode:

• How Neal built a LinkedIn-led outbound engine from scratch
• The strategy behind “comment-first” relationship building
• How sales can become the public face of a company (even if it’s unofficial)
• How to convert credibility into revenue without being cringe
• Why LinkedIn is still wildly underused for pipeline generation

Memorable Quotes:

• “I don’t know a world of warm leads. Everything I’ve built came from outbound—and LinkedIn made it easier.”
• “When I finally narrowed down my ICP to just Shopify brands, everything started working. One audience. One message.”
• “Every comment is a deposit in a relationship account.”
• “I wasn’t told to be the face of the company. No one else was doing it.”
• “I spend 60–90 minutes a day commenting on posts—not to get seen, but to build trust before I ever ask for a call.”
• “Nobody remembers who liked the post. Everyone remembers who left a thoughtful comment.”

Tactical Takeaways:

• Post for your ICP, not the algorithm
• Build relationships in comments before asking for connections
• Niche down your Audience, and write just for them
• Make yourself visible, even if no one tells you to
• You don’t need any fancy tools to win on Linkedin
• Use LinkedIn as a primary outbound channel—not an afterthought

People, Tools & Resources Mentioned:

• Tapcart
• LinkedIn Sales Navigator
• Lavender
• Gong
  
  

Follow Neal Goyal:

• LinkedIn: https://www.linkedin.com/in/nealgoyal/

Stay Connected.

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

• Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick
• Spectamur website: https://spectamur.com
• LinkedIn Famous LinkedIn Page: https://www.linkedin.com/company/linkedinfamous
• Subscribe to LinkedIn Famous on Substack: https://linkedinfamous.substack.com

Liam Darmody didn’t start out as a marketer or salesperson. He worked behind the scenes in operations, but built a LinkedIn presence so human, so consistent, and so real, that it changed his entire career. From writing posts during paternity leave to becoming one of the platform’s most trusted personal branding voices, Liam’s story is proof that showing up as yourself—daily—actually works.

In this episode, Liam joins Brad to unpack what it really takes to build a sustainable presence on LinkedIn. They talk about comment strategy, the trap of content comparison, the difference between creating for impact vs. engagement, and why your network is a long game—not a growth hack.

Whether you’re starting from zero or stuck at a plateau, Liam’s insights will help you rethink how you show up online (and what you’re doing it for in the first place).

What You’ll Learn in This Episode:
→ Why you don’t need to be a marketer to build a powerful brand
→ Why LinkedIn is a commenting game
→ What changed when he stopped optimizing and just started posting
→ The biggest myth about audience size and visibility
→ How to know if your brand is working (even when no one clicks like)
→ The real ROI of consistency over hacks and batching
→ How to balance business goals with being a real human
→ Why your mindset is the actual unlock

Memorable Quotes:
→ “I’ve been depositing into this account for five years—that’s why I can post with confidence now.”
→ “Your resume tells people what you’ve done. LinkedIn shows them who you are.”
→ “There’s no point gaming the algorithm if your content doesn’t reflect you.”
→ “I see all the LinkedIn bros, and sometimes I just have to unfollow for my own sanity.”
→ “Commenting is the gateway drug to posting. It’s where your brand begins.”

Tactical Takeaways:
→ Build a commenting habit—start conversations before you try to grow followers
→ Ignore the ‘best time to post’ rules—consistency beats timing
→ Use content as a journal, not a funnel
→ Don’t chase virality—show up for your people, even if they never like a post
→ Tailor your frequency to your stamina (not someone else’s playbook)
→ Stop comparing yourself to creators in pods or playing a different game
→ Treat LinkedIn like a professional conference—not a content platform

People, Tools, and Resources Mentioned:
→ Sales Navigator
→ LinkedIn Creator Accelerator
→ Justin Welsh
→ Finn McKenty
→ Adam Robinson
→ Taplio (referenced in discussion around content tools)

Follow Liam Darmody:
LinkedIn: linkedin.com/in/liamdarmody
Liam’s Brand Stand: https://www.liambdarmody.com

Stay Connected.

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

→ Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick

→ Spectamur website: https://spectamur.com

→ LinkedIn Famous LinkedIn Page: https://www.linkedin.com/company/linkedinfamous

→ Subscribe to LinkedIn Famous on Substack: https://linkedinfamous.substack.com

Brianna Doe didn’t grow on LinkedIn by teaching marketing tips or showing off her agency wins. She went viral on her very first post by doing something most people avoid—being honest. Since then, she’s built a multi-million dollar agency, 100+ client roster, and powerful personal brand without ever chasing likes or bending to the algorithm.

In this episode, Brianna joins Brad to unpack how vulnerability, consistency (on her own terms), and showing up as herself led to speaking gigs, client referrals, and career-defining visibility. She shares how she thinks about content as a Black woman in a mostly white creator landscape, why she spends more time commenting than posting, and how she runs an entire content engine from dog walks and voice notes.

If you want to be a founder, marketer, or creator trying to grow presence without burning out or faking it, this episode is for you.

What You’ll Learn in This Episode:
→ How Brianna’s very first LinkedIn post went viral

→ The accidental strategy that launched her creator journey

→ Why treating LinkedIn like a professional journal works

→ How B2C marketers bring an edge to B2B storytelling

→ The invisible advantage of being underrepresented on LinkedIn

→ Why she rarely talks about her own agency (and how that works in her favor)

→ Dealing with imposter syndrome and visibility as an introvert

→ The real reason marketers need personal brands today

→ Building a company without a sales team—just trust and content

Memorable Quotes:
→ “That first post went viral. I was horrified.”

→ “I didn’t start with a strategy. I just wanted to process my career publicly.”

→ “There weren’t that many Black women posting on LinkedIn. That made it powerful.”

→ “It’s easy to look polished on LinkedIn. It’s harder to put yourself out there and be vulnerable.”

→ “I don’t talk about Verbatim much—I just let the work speak for itself.”

→ “People probably assume I’m extroverted because I’m visible on LinkedIn—but I’m deeply introverted.”

Tactical Takeaways:
→ Post when it feels real, not when it fits the algorithm
→ Use voice notes on walks to spark post ideas
→ Comment more than you post to build faster visibility
→ Don’t write what you “should,” write what’s actually true for you
→ Let your content create trust, even if it’s not about your business
→ Be seen to make space—for yourself and others

People, Tools, and Resources Mentioned:
→ Verbatim (Brianna’s agency)
→ ChatGPT (referenced, but not relied on)
→ Brianna’s upcoming book (teased in the episode)

Follow Brianna Doe:
→LinkedIn: https://www.linkedin.com/in/briannadoe
→Verbatim: https://www.verbatimco.com

Stay Connected.

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

→Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick

→Spectamur website: https://spectamur.com

→LinkedIn Famous LinkedIn Page: https://www.linkedin.com/company/linkedinfamous

→Subscribe to LinkedIn Famous on Substack: https://linkedinfamous.substack.com