Owner.com’s Youtube & Founder Brand Playbook

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. --- 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 --- Show Notes: --- Connect with David Fallarme: David Fallarme's LinkedIn: https://www.linkedin.com/in/dfallarme/ Owner.com: https://www.owner.com/ --- Connect with Finn: Finn's LinkedIn: https://www.linkedin.com/in/finnthormeier/ Founder Brand & LinkedIn Advisory: https://thormeier.co/ --- 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/ --- Get full access to The Founder Brand at blog.thormeier.co/subscribe