It seems that there is a new trend in the B2B SaaS sector that has started to challenge traditional corporate marketing strategies. It's "founder-led marketing". The concept is all about leveraging the personal branding of the founder to establish a strong brand identity and build direct relationships with customers. However, with the traction this strategy is getting, I personally can't help but wonder whether this customer-centric approach is entirely new or if it has been present the whole time, and executives are just not paying attention and maximising its benefits. Yet, I believe that a successful marketing strategy has always revolved around a genuine connection and trust with consumers.
Looking back into the early part of 2024, each brand I noticed is looking for a certain level of differentiation. Their marketing strategy is heading towards valuing authenticity and personal engagement. Today, it is getting obvious that they wish to forge real connections and humanise their approach to meet their objectives—whatever those are. And this approach is working great.
One crystal example of founder-led marketing's effectiveness is AirAsia, a Malaysian budget airline. I must say I truly admire them, especially one of its founders, Tony Fernandes. Tony, the charismatic and kind-of outspoken guy, has become the face of the brand, embodying its values of affordability, accessibility, and innovation. He was pretty obvious before, being extremely active everywhere on social media—especially on X . . .
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