Search a title or topic

Over 20 million podcasts, powered by 

Player FM logo
Artwork

Content provided by Finn Thormeier. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Finn Thormeier or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Player FM - Podcast App
Go offline with the Player FM app!

Hootsuite CEO’s Linkedin Approach (3.5M Views/Mo) while Running a 1,500+ People Company

54:53
 
Share
 

Manage episode 498883966 series 3595774
Content provided by Finn Thormeier. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Finn Thormeier or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Irina Novoselsky is the CEO of Hootsuite, where she’s proving that social content is a revenue driver.

Since stepping in as CEO, Irina has built one of the most effective LinkedIn presences in tech leadership. Her content drives 11.6M impressions per quarter, helps influence 40% of Hootsuite’s pipeline, and breaks every “best practice” that doesn’t serve the brand or the customer.

In this episode, Irina breaks down her exact playbook for building a high-performing LinkedIn strategy, how she balances authenticity with outcomes, and why every CEO should treat social as a customer channel.

We also get into her journey from Wall Street to tech, the lessons she’s learned as a first-time CEO, and how Hootsuite is turning employee advocacy into real growth.

Topics we cover in this episode:

-Irina’s framework for content that’s personal and performs

- How her posts drive 40% of Hootsuite’s pipeline

- Why she avoids praise posts and what she does instead

- Building 3 content pillars every CEO should have

- Why video became her unfair advantage on LinkedIn

- Social selling vs. brand vs. pipeline—and how she thinks about ROI

- The real reason most execs don’t post (and how to fix it)

- What leadership actually looks like at the top

Perfect for:

- Founders looking to turn LinkedIn into a revenue engine

- CEOs trying to balance thought leadership with real impact

- Marketing leaders trying to get executive buy-in for content

Connect with Irina:

- LinkedIn: https://www.linkedin.com/in/irina-novoselsky/

- Hootsuite: https://www.hootsuite.com/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

Chapters

00:00 Irina’s Journey from Finance to Tech

03:10 The Moment She Started Posting on LinkedIn

05:45 The PET Framework for High-Impact Posts

08:00 Why She Writes Her Own Content (and Always Will)

10:30 Commenting at Scale: Building Relationships in the Feed

13:00 The Myth of CEO Content Being “Optional”

16:20 Her 3 Content Pillars and Why They Work

19:15 The Real ROI of Posting: 40% Pipeline Influence

22:45 How Hootsuite Scales Employee Advocacy

25:50 Building a Feedback Loop Between Social and Product

28:15 Why Video Became Her Superpower on LinkedIn

31:10 Executing Content with Limited Time (The CEO Reality)

34:00 Balancing Authenticity, Leadership, and Audience Value

37:30 Advice for Founders Scared to Show Up Online

40:00 Creating a Company People Want to Follow

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

  continue reading

124 episodes

Artwork
iconShare
 
Manage episode 498883966 series 3595774
Content provided by Finn Thormeier. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Finn Thormeier or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Irina Novoselsky is the CEO of Hootsuite, where she’s proving that social content is a revenue driver.

Since stepping in as CEO, Irina has built one of the most effective LinkedIn presences in tech leadership. Her content drives 11.6M impressions per quarter, helps influence 40% of Hootsuite’s pipeline, and breaks every “best practice” that doesn’t serve the brand or the customer.

In this episode, Irina breaks down her exact playbook for building a high-performing LinkedIn strategy, how she balances authenticity with outcomes, and why every CEO should treat social as a customer channel.

We also get into her journey from Wall Street to tech, the lessons she’s learned as a first-time CEO, and how Hootsuite is turning employee advocacy into real growth.

Topics we cover in this episode:

-Irina’s framework for content that’s personal and performs

- How her posts drive 40% of Hootsuite’s pipeline

- Why she avoids praise posts and what she does instead

- Building 3 content pillars every CEO should have

- Why video became her unfair advantage on LinkedIn

- Social selling vs. brand vs. pipeline—and how she thinks about ROI

- The real reason most execs don’t post (and how to fix it)

- What leadership actually looks like at the top

Perfect for:

- Founders looking to turn LinkedIn into a revenue engine

- CEOs trying to balance thought leadership with real impact

- Marketing leaders trying to get executive buy-in for content

Connect with Irina:

- LinkedIn: https://www.linkedin.com/in/irina-novoselsky/

- Hootsuite: https://www.hootsuite.com/

Connect with me:

- LinkedIn: https://www.linkedin.com/in/finnthormeier/

- Website: https://www.project33.io/

- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

Chapters

00:00 Irina’s Journey from Finance to Tech

03:10 The Moment She Started Posting on LinkedIn

05:45 The PET Framework for High-Impact Posts

08:00 Why She Writes Her Own Content (and Always Will)

10:30 Commenting at Scale: Building Relationships in the Feed

13:00 The Myth of CEO Content Being “Optional”

16:20 Her 3 Content Pillars and Why They Work

19:15 The Real ROI of Posting: 40% Pipeline Influence

22:45 How Hootsuite Scales Employee Advocacy

25:50 Building a Feedback Loop Between Social and Product

28:15 Why Video Became Her Superpower on LinkedIn

31:10 Executing Content with Limited Time (The CEO Reality)

34:00 Balancing Authenticity, Leadership, and Audience Value

37:30 Advice for Founders Scared to Show Up Online

40:00 Creating a Company People Want to Follow

#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

  continue reading

124 episodes

All episodes

×
 
Loading …

Welcome to Player FM!

Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.

 

Copyright 2025 | Privacy Policy | Terms of Service | | Copyright
Listen to this show while you explore
Play