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- 🍐#95: LinkedIn CEO/Founder playbook, a tool for meme marketers, and PostHog's “design our billboard” campaign
🍐#95: LinkedIn CEO/Founder playbook, a tool for meme marketers, and PostHog's “design our billboard” campaign
Jakub Czakon
January 19, 2025
Hey,
Happy New Year fellow pears🍐, been a while but I am back in full swing. My big goal for the year is to have more fun. Enjoy it more. Let’s see if you enjoy my first newslepear this year.
This week on the agenda:
LinkedIn CEO/Founder playbook
Memelord → tool for meme marketers
PostHog “design our billboard” campaign
+ a few bonus links at the end
Total pearusing time: 5min
Before we start a word from this week’s sponsor:
Developer marketing insights
1. LinkedIn CEO/Founder playbook
So I wrote a new: “LinkedIn CEO/Founder playbook”
Here is the intro:
This article is my TLDR based on hours of reading/listening about Founder/CEO LinkedIn content creation mostly from Project33 (an agency that specializes in this) and their show Founder-Led Marketing Show where they interview folks who grow through Founder/CEO on LinkedIn. I tried to extract the absolute essence from it.
Also, I know the reality of trying to do this sort of thing with a technical CEO/Founders at dev tool startups. So here is an absolute minimal-effort playbook.
Audience Building:
- Send LinkedIn connection requests to the target audience (Free: 20/day, 100/week; Paid: 50/day, 250/week).
- Respond to comments on your posts meaningfully—avoid generic responses like "great" or "thanks."
Content Creation:
- Pick one concept/trigger word that you want to own. You want to be brought up when that trigger word comes up in your target audience conversations.
- Record a quick 30-minute call weekly (no prep needed). Ask: What happened this week?, What was surprising or challenging?, What did you learn?
- Extract 2-3 insights, connected to your concept/trigger word, write short posts, or have someone ghostwrite for you.
Conversions:
- Connect with people who engage with your content. Follow up with a simple message: "Hi, thanks for engaging! Let me know if you ever need help with XYZ."
- Measure conversions/impact through "How did you find out about us?" style attribution.
If interested in this stuff, give it a read, there are more nuggets in there.
2. Memelord → tool for meme marketers
If you remember my article on “How to market to developers on Twitter (learnings from 4 months of Supabase feed)” you know that their secret is freaking great memes. Someone from Subabase even said that they sometimes feel like “a meme company that also does infra”.
Anyhow, I found a tool for meme marketers: memelord.tech. You get insights on what memes are trending, how to use them + a meme editor.
They also have some cool meme libraries including a programmer meme gallery. Turns out Replit CEO Amjad Masad uses them (as well as beehiiv CEO, Semrush marketing team, and more).
I just signed up for their newsletter and the first issue I got was good: a breakdown of an Elon Musk meme.
Will play more with this and report back to you.
3. PostHog “design our billboard” campaign
Some time ago James Hawkings, CEO of Posthog dropped this tweet
And people proposed some great ideas (examples below).
But most importantly they seem to be crushing it. This is a comment from a person who saw those billboards all around San Francisco that sums up what you are hoping to happen with a campaign like that.
Charles Cook who runs their marketing shared a few of those beauties on LinkedIn (give him a follow btw, when he shares his thoughts on marketing it is always click-worthy). Enjoy!
Need more developer marketing insights?
1. Work with me 🍐
"Thanks so much for your time and all the thoughtful feedback coming from the workshop.
I feel like we are in a much better place to start our website rebuild. "
If you want my help I do Workshops (60-minute session on whatever you want), Teardowns (audit+suggestions for your homepage, messaging, ads etc), and longer-term Advising.
2. Bonus links to check out
3. Join our Slack community
"Been here 20 min and already folks are sharing great advice."
2000+ dev tool CMOs, heads of growth, product marketers, and other practitioners talking shop.
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