Why Your CEO's LinkedIn Posts Beat Your Entire Marketing Budget
Sonia Baschez, founder of Yapping as a Service, on why the founder's voice is the most cost-effective marketing channel in your stack — and how to extract it in as little as 20 minutes a fortnight.
Most B2B brands are pouring budget into events, SEO, and paid ads whilst their single most powerful marketing asset sits completely untapped: the founder’s voice.
In this episode, Jason sits down with Sonia Baschez, founder of Yapping as a Service (YaaS), a consultancy that helps early-stage B2B founders build thought leadership programmes that generate real pipeline. Sonia has worked with founders across industries including legal tech, manufacturing software, and online safety to help them translate deep domain expertise into content that builds trust, attracts press coverage, and shortens sales cycles.
The conversation covers why founder-led communications have become a commercial necessity in the age of AI, how Sonia structures her engagements to extract authentic insight in as little as 20 minutes per fortnight, and how to measure whether any of it is actually working.
Key Takeaways
- How to position your founder as the most cost-effective marketing channel in your stack, requiring as little as 15 to 20 minutes per fortnight.
- Why domain-expert founders (lawyers building legal AI, manufacturers building manufacturing software) have a structural trust advantage they should be exploiting publicly.
- How to structure a biweekly thought leadership programme that pairs industry commentary with product updates for both acquisition and retention.
- Why authentic, even imperfect content consistently outperforms polished AI-generated posts, particularly with Gen Z audiences.
- How to use social media as a low-cost messaging testing ground before committing to longer-form content formats.
- Why posting from a founder account will almost always outperform the same content posted from a company account, and what to do about it.
Chapter Markers
- 00:00 Intro
- 02:10 What “Yapping as a Service” actually means
- 05:00 Why domain-expert founders have a built-in trust advantage
- 06:30 Why thought leadership beats every other B2B marketing channel
- 09:00 Translating jargon into content regular people actually care about
- 11:30 Why being “cringe” and authentic works better than polished AI content
- 14:00 Inside a typical YaaS client engagement
- 17:00 How thought leadership opens doors to podcasts, press, and media
- 18:00 Measuring ROI: what success actually looks like
- 21:00 Founder accounts vs company accounts: which one to prioritise
- 23:00 Getting employees involved organically
- 26:00 Cross-departmental content: sales meets design
- 27:00 Where to find Sonia and The Meme Team podcast
Links and Resources
- Sonia Baschez on LinkedIn (@SoniaBaschez across platforms)
- Connect with Jason Bradwell on LinkedIn
- Listen to Pipe Dream on Podbean
- Learn more about B2B Better
