For tech startup founders, marketing is often a secondary priority, overshadowed by product development, fundraising, and operational challenges. However, marketing is crucial for growth, and in the early stages of a startup, no one is better placed to lead that effort than the founder. Founder-led marketing is an increasingly popular strategy, with LinkedIn, automation tools like Phantombuster, and AI-driven content creation helping founders build visibility, engage with the right audience, and generate leads – without taking up all their time.

Why Founder-Led Marketing Works

Unlike traditional corporate marketing, founder-led marketing puts the business leader at the forefront, using their expertise, personal brand, and network to attract interest. This approach is particularly effective for startups, where credibility and trust are vital.

A study by Edelman found that 63% of consumers trust technical experts more than a company’s marketing messages, and 61% trust business founders over corporate advertising. By positioning themselves as thought leaders, startup founders can establish trust and authenticity in a way that traditional brand-led campaigns often fail to do.

Key Benefits of Founder-Led Marketing

• Authenticity: People are more likely to engage with real stories from founders than polished corporate messaging.
• Agility: Founders can quickly adapt messaging based on market feedback without the bureaucracy of a full marketing team.
• Cost-effectiveness: Leveraging personal networks reduces the need for extensive advertising spend.
• Investor & talent attraction: A strong founder brand can draw in not only customers but also potential investors and skilled employees.

Using LinkedIn to Build Visibility and Drive Engagement

LinkedIn is one of the most powerful tools for founder-led marketing, providing a platform to connect with potential customers, investors, and industry peers. A study by LinkedIn found that brands with active executive presence on the platform see 2x more engagement on their company page.

To effectively leverage LinkedIn, startup founders should:

• Optimise their profile: Ensure their profile is fully complete, with a clear summary of their startup’s mission, a professional photo, and relevant industry keywords.
• Post valuable content: Share insights, industry trends, and company updates rather than just promotional material. Thought leadership posts tend to perform better than direct sales pitches.
• Engage with others: Commenting on relevant discussions, joining industry groups, and resharing valuable content helps increase visibility.
• Leverage employee advocacy: Encouraging team members to engage with posts can boost organic reach significantly.

Example of Founder-Led LinkedIn Success

Steven Bartlett, founder of Social Chain, used LinkedIn to build his personal brand long before he became a mainstream entrepreneur. By consistently posting insights on social media trends, startup challenges, and business leadership, he established credibility that helped grow his company. Today, he is one of the most followed UK entrepreneurs on LinkedIn.

Automating Outreach with Phantombuster

For time-strapped founders, maintaining a high level of engagement on LinkedIn can be difficult. Automation tools like Phantombuster can help streamline some of the networking and outreach processes.

Phantombuster enables users to:

• Automate connection requests based on targeted search filters
• Extract data from LinkedIn and other platforms to identify ideal prospects
• Send personalised follow-ups at scale without manual input

However, automation should be used carefully. Overuse of automated connection requests and messages can appear spammy. A good approach is to personalise the first message and then use automation for structured follow-ups.

How AI Can Help Founders Market Their Business

AI-powered marketing tools can help founders scale their content efforts without spending hours writing posts, crafting email sequences, or designing ads.

Some of the most effective AI-driven solutions include:

• Jasper AI & Copy.ai: These tools generate high-quality LinkedIn posts, emails, and blog content based on a few key inputs.
• ChatGPT for idea generation: AI can help brainstorm content topics, refine messaging, and personalise outreach.
• Omneky for ad optimisation: AI-powered ad platforms analyse performance data and automatically adjust campaigns for better results.

Outsourcing Routine Marketing Tasks

Founders are often juggling multiple responsibilities, and while automation helps, some tasks are still best handled by external experts.

When to Outsource Marketing

• Paid ads management: Google Ads and Meta Ads require constant monitoring and optimisation, which an external agency can manage more efficiently.
• Email marketing: Automating nurture sequences through platforms like HubSpot or Mailchimp can be time-consuming. Outsourcing ensures emails are well-crafted and optimised.
• SEO and content writing: Long-form content, such as blog posts and whitepapers, can be outsourced to specialists who understand SEO and industry-specific nuances.

Balancing Automation with Personal Connection

While automation and AI can make founder-led marketing more efficient, maintaining authenticity is essential.

Best Practices for Balancing Automation and Personal Touch

• Personalise initial interactions: Even if using automation, ensure the first message is tailored.
• Engage directly when possible: Commenting on posts and responding to messages manually helps maintain authenticity.
• Be transparent about AI use: Many professionals appreciate efficiency but value genuine engagement.

Conclusion: A Smarter Approach to Founder-Led Marketing

For tech startup founders, marketing should not feel like an overwhelming task. By using their network, engaging on LinkedIn, leveraging automation tools like Phantombuster, and integrating AI-driven content and outsourcing, they can build a strong presence without sacrificing time on core business operations.

Founder-led marketing is about working smarter, not harder. When done effectively, it increases brand visibility, attracts investors, and generates meaningful leads, all while maintaining a personal and authentic connection with the audience.

Now is the time for UK startup founders to embrace smarter marketing strategies, ensuring they maximise impact while staying focused on innovation and growth.