53: Adam Robinson - The power of LinkedIn for B2B from zero to one

Adam Robinson, CEO of Retention.com & RB2B, is the CEO who builds in public on LinkedIn and is crushing it by discovering the power of product-led growth as he is doing it. He’s very specific about what works and what doesn’t and how he got started.

He explains the power of organic reach through LinkedIn and building a personal brand through social media, particularly LinkedIn, and how important it is to not be too rigid in your assumptions. Adam shares his experience with video content and its impact on building trust and affinity with his audience to sell and scale an impressive B2B product-led flywheel.

We talk about the concept of freemium product-led growth (PLG), the value of free users, and why it’s worth it to keep them around, even if they never buy.

Takeaways

• Building a personal brand through organic reach on social media platforms like LinkedIn can create trust and affinity with the audience, especially in B2B.
• Video content allows for a richer and more dynamic connection with the audience, enhancing the impact of your brand.
• Retaining free users is valuable for organic distribution and building domain authority.
• The combination of AI and influencer-type founders can enable bootstrapped startups to scale and compete with larger companies. We are just at the beginning.
• Point solution products with a massive free offer and a focus on viral expansion can disrupt traditional SaaS models.

Sound Bites

• "I want to challenge myself to just keep adding value to the paid plan until we get decent conversion rates instead of taking value away from the free one."
• "I think video builds an affinity for you in a way that nothing else can because people are sitting there, they're observing your mannerisms and the way that you say things and like the sound of your voice and everything."
• "No user is a free user. You get something from everyone."

Chapters

02:16 The Impact of Video Content on Building Trust and Affinity

08:45 Understanding Customer Churn and Market Dynamics

23:38 The Value of Offering a Free Product to Build Brand Presence

24:07 Freemium PLG and the Actual Value of Free Users

25:37 What can and should you “automate” about personal connections?

33:00 The Importance of Retaining Free Users

35:26 The Future of AI and Bootstrapping, hyper-efficiency

Adam's LinkedIn: https://www.linkedin.com/in/retentionadam/

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