Peter Caputa is the CEO of Databox, a $10M+ ARR analytics platform that helps businesses centralize their data and make better decisions.
Before joining Databox, Peter was one of the early sales leaders at HubSpotwhere he helped pioneer the agency partner program that fueled the company’s breakout growth.
In this episode, Peter shares his full playbook for using LinkedIn as a CEO, why most founders still underrate brand and feedback loops, and how he spends 2–3 hours a day on content that drives real business outcomes.
We also get into positioning, pricing, and why staying visible yourself is one of the most underused advantages in SaaS.
Topics we cover in this episode:
- Peter’s system for LinkedIn: writing, feedback, and scheduling
- How CEO content helped Databox navigate SEO decline
- The real ROI of posting daily (and how to measure it)
- Why most attribution models undervalue social
- How Databox used primary research to shape their GTM
- The mindset shift most founders need to publish consistently
- When calling BS publicly is worth it (and how to do it right)
- Positioning strategy: how Peter narrowed ICP & launched new pricing
- The HubSpot lessons he’s applying at Databox
- Why RevOps agencies are replacing traditional B2B marketing firms
Perfect for:
- Founders wondering if CEO-led content is worth the time
- SaaS execs rethinking SEO, attribution, and content strategy
- Marketing and RevOps leaders selling to mid-market companies
Connect with Peter:
- LinkedIn: https://www.linkedin.com/in/pc4media/
- Databox: https://databox.com/
Connect with me:
- LinkedIn: https://www.linkedin.com/in/finnthormeier/
- Website: https://www.project33.io/
- Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Website: https://www.project33.io/
Chapters
00:00 Peter’s Background: HubSpot → CEO at Databox
02:05 Why Every B2B CEO Should Post on LinkedIn
04:00 The Hidden Leverage of CEO Content
06:15 Attribution Is Broken—but It Still Works
08:40 Measuring Word-of-Mouth and Dark Social
10:30 Why Search Declined & LinkedIn Rose
12:55 ROI: How Peter Tracks Impact with 3 Metrics
15:00 The “Two Hour a Day” LinkedIn System
17:15 Primary Research, Customer Quotes & Content Flywheels
20:45 AI, GPT, and Building an Internal Content Engine
23:10 Product Marketing Content → LinkedIn Posts
25:10 Should You Break the LinkedIn Rules?
26:45 When (and How) to Call BS Publicly
29:00 The Power of Differentiated Positioning
31:00 Building a Strategy Map for GTM
33:15 Serving Mid-Market Customers with Pricing & Product
36:45 Strategy at $10M ARR vs. Early-Stage SaaS
39:40 Why CEO Content Scales Better than You Think
41:15 Why It’s Hard to Scale LinkedIn Internally
43:10 Incentives That Actually Work for Employees
44:30 Building a Reseller Engine for Content & Growth
46:00 What Kind of Content Still Performs Best?
48:00 What Peter Obsesses Over (It’s Not the Algorithm)
50:10 Favorite Writing Lessons, Hooks, and Storycraft
51:30 The #1 Priority if You Only Have 30 Minutes a Day
53:00 Can a Founder-Led Content Agency Actually Help?
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