SaaS founders have a unique unfair advantage on LinkedIn: they are building something real.
Consultants and influencers have to "invent" content. You just have to document your reality.
People love to follow a journey. They love the underdog story. They love to see the "behind the scenes" of a product coming to life.
Here are 6 specific content frameworks that consistently perform well for B2B SaaS founders.
1. The "Build in Public" Update
This is about transparency. Share the messy middle, not just the highlights.
Examples:
- "We just hit $10k MRR. Here is exactly how we got our first 100 customers (breakdown)."
- "We lost our biggest enterprise client yesterday. Here is why they left and what we learned."
- "The decision to kill a feature we spent 3 months building."
Why it works: Vulnerability builds massive trust. It shows you aren't just a faceless corporation.
2. The Feature Spotlight (But Solved)
Don't just say "New Feature." Nobody cares about features; they care about pain relief.
- Bad: "We launched dark mode today!"
- Good: "Our users told us they were getting eye strain working late shifts. We realized our UI was literally hurting them. So we dropped everything to build this..."
Why it works: It connects the code to the customer.
3. The Origin Story ("Why We Built This")
Go back to the moment of frustration.
Example Hook: "I was tired of copy-pasting data into Excel 50 times a day. I looked for a tool, but everything was enterprise-bloatware. So I wrote a script on a Sunday afternoon. That script became [Product Name]."
Why it works: It validates the problem you are solving and positions you as an authentic user-first founder.
4. Customer Wins (Social Proof)
Share a screenshot of a happy customer Slack message or email (with permission).
Example: "I woke up to this message from Sarah. She saved 15 hours this week using our automations. This is why we build software."
Why it works: It's a soft sell. You aren't pitching; you are celebrating. But everyone reading it thinks, "I want to save 15 hours too."
5. Industry Contrarianism
You are an expert in your niche. You see things others don't. Call out industry BS.
Examples:
- "Most [Industry] tools are too complicated. Enterprise software shouldn't require a pHd to use."
- "Why we refuse to use AI for [Specific Task]."
- "The 'Growth at all costs' mindset is killing SaaS companies."
Why it works: It polarizes the audience. It attracts your true fans and repels the wrong ones.
6. Hiring & Team Culture
Show the humans behind the code.
Examples:
- "Welcome to our new engineer, Alex! We hired him not because of his degree, but because of his side project."
- "Why we do 4-day work weeks."
- "Our remote offsite in Lisbon."
Why it works: It aids recruitment and humanizes the brand for buyers.
Consistency is key for SaaS
Your product updates happen daily. Your challenges happen daily. Share them daily.
Don't wait for a "big launch." The journey is the content.
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