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 topPerfect 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 contentConnect 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/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 Irina’s Journey from Finance to Tech03:10 The Moment She Started Posting on LinkedIn05:45 The PET Framework for High-Impact Posts08:00 Why She Writes Her Own Content (and Always Will)10:30 Commenting at Scale: Building Relationships in the Feed13:00 The Myth of CEO Content Being “Optional”16:20 Her 3 Content Pillars and Why They Work19:15 The Real ROI of Posting: 40% Pipeline Influence22:45 How Hootsuite Scales Employee Advocacy25:50 Building a Feedback Loop Between Social and Product28:15 Why Video Became Her Superpower on LinkedIn31:10 Executing Content with Limited Time (The CEO Reality)34:00 Balancing Authenticity, Leadership, and Audience Value37:30 Advice for Founders Scared to Show Up Online40:00 Creating a Company People Want to Follow#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingDon't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/

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