In today’s crowded digital space, authenticity is the ultimate competitive advantage—especially for founders looking to build influence and drive real revenue. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with Sheri Otto, founder of Growth Lane Strategies, to unpack the winning strategies behind founder-led growth and how to create demand-driven content that actually converts.

Key takeaways include:

• Why founder-led marketing outperforms traditional GTM strategies
• The biggest content mistakes SaaS and B2B brands make—and how to fix them
• How to stand out in a saturated market without relying on AI-generated fluff
• The power of video and behavioral science to accelerate trust and engagement
• Actionable steps to start building your personal brand TODAY

Whether you're a startup founder, executive, or marketer looking to elevate your thought leadership, this episode is packed with insights to help you amplify your authenticity and turn content into a demand-generation engine.

Tune in now! And don’t forget to subscribe, follow, and leave a five star ⭐⭐⭐⭐⭐ rating to keep the expert insights coming!

Podcast transcript

Kerry Curran, RBMA (00:01.354)

Welcome, Sheri! Please introduce yourself and share a bit about your background and expertise.

Sheri Otto (00:08.462)

Hi, Kerry. Thank you for having me on the show. I'm super excited to be here! I'm Sheri Otto, the founder and CEO of Growth Lane Strategies. We help founders and SaaS businesses with content marketing for demand.

We don’t just create content—we engineer it to drive pipeline and demand for businesses. In this era of AI, we focus on human connection, helping brands deeply engage with their audience. We use strategies like video and behavioral science to support SaaS and tech founders in growing their brands and standing out in today’s competitive landscape.

Kerry Curran, RBMA (00:46.952)

That’s excellent, Sheri! I'm so excited for our conversation. I know we first met because you were giving me tips, and I said, "We need to share this with the world!"

You've been in marketing for a while—how have you seen the landscape evolve to the point where you realized businesses needed this approach and decided to start your own company?

Sheri Otto (01:07.906)

Absolutely! Coming from Big Tech, with over a decade of B2B marketing experience—including at HubSpot, smaller brands, and agencies—I’ve seen a common theme across all of them:

How do you create content for demand? How do you nurture leads? How do you cut through the noise and establish leadership?

The companies that grow aren’t necessarily the ones with the best solutions—they’re the ones with the best marketing. The ones that effectively:

• Connect with their target audience
• Influence the buyer’s journey
• Build efficiencies into their sales process

These were major gaps in the industry, and now, with AI-generated content saturating the market, brands are simply pumping out content without tying it to real revenue generation.

That’s why I started my consultancy—to help businesses strategically create and distribute content that drives demand and fuels growth.

A big part of this is middle-of-the-funnel content. Research shows that buyers in the consideration phase are actively looking for:

• Case studies
• Trainings
• Deeper educational content

Many brands skip this step, jumping straight from awareness (top of funnel) to conversion (bottom of funnel), leaving a huge gap in nurturing potential customers. I help them fill that gap in a way that ensures they are memorable in the minds of their audience.

Kerry Curran, RBMA (03:06.921)

I love that! We talk a lot about the challenges B2B brands face today—especially since it’s a buyer’s market.

Buyers are spending more time researching and learning about vendors before making decisions. That means brands need a strong content strategy to meet them where they are.

I also love what you said earlier—the best solutions aren’t always the most successful brands. The ones winning market share are those mastering video strategy and personal branding.

Many of my peers—people who have been in the industry for 20+ years—weren’t raised in the video-first era, so it can feel uncomfortable at first. Meanwhile, younger marketers are leveraging video effortlessly and capturing more attention.

I’m excited to dive deeper into your expertise! So, let’s start with your top tips. What tools can leaders use to accelerate their thought leadership and content strategy?

Sheri Otto (04:29.228)

First of all, Kerry, I love that you’re talking about this on your platform—kudos to you!

Step one is showing up online. You need to have a voice, an opinion, and a consistent presence.

A few practical steps to start:

1. Optimize your LinkedIn profile.
   
   
• Use a clear, professional headshot.
• Write a short, strong value statement explaining who you help and how.
2. Start creating content consistently.
   
   
• Focus on thought leadership that positions you as an expert.
• The winning brands today are leveraging founder-led and audience-led strategies—not just relying on traditional marketing.

Many professionals don’t realize that they already have valuable insights to share!

• You think about your expertise.
• You talk about it with colleagues.
• You write about it internally.

The key is getting those insights out of your head and into the world.

One simple way? Voice notes.

• Use Google Voice Typing or a notes app.
• Record your thoughts on key topics or FAQs your audience has.
• Then, take those raw notes and use ChatGPT to format them into posts, scripts, or bullet points.

Kerry Curran, RBMA (07:20.379)

That’s such a great tip! It removes the pressure of researching or over-planning. You already know your subject—just start documenting it.

Sheri Otto (07:50.134)

Exactly! And you can use tools to refine it:

• Google’s "People Also Ask" section – See what people are searching for.
• Social media – What questions are being asked in your niche?
• Competitor content – What conversations are trending?

When you see a question you already have an answer for—that’s your sign to create content around it.

And remember: Content with a purpose wins.

• Where do you want to direct your audience? A blog, community, newsletter?
• Every piece of content should connect to a broader strategy.

Kerry Curran, RBMA (09:31.817)

I love that! You also mentioned ChatGPT for formatting. A key challenge is consistency—how do leaders ensure they’re prioritizing content creation?

Sheri Otto (09:46.858)

Batching!

A simple way to stay consistent is to batch your content:

1. Write multiple video scripts at once.
• Instead of one script, write three to five short ones.
2. Film in one session.
• If you're new to this, start with three videos per session.
• If you're experienced, aim for six.
3. Use ChatGPT as an assistant.
• Give it a format you like and have it structure your content.

This way, you have weeks of content ready to go without scrambling last minute.

Kerry Curran, RBMA (11:12.809)

That’s perfect! It makes content creation more efficient and less overwhelming.

Let’s talk video—why is it the best content format today?

Sheri Otto (11:07.384)

Through that template, I'll do that three or four times, and that becomes my batch for the next month. It's a really cool way to stay consistent.

Kerry Curran, RBMA (11:12.809)

That's perfect! And I totally relate to that—when we can sit down and focus, we're so much more effective and efficient with our time.

You've talked about different types of content that you're publishing, but tell us more about why video is really the best approach.

Sheri Otto (11:31.584)

Yes, absolutely! The reason why video allows people to connect with you is because, first, people can see and hear you. They can see your mannerisms—like how my hands are moving—they can hear my voice. And if they hear it again, it triggers something in their brain. There's a sense of familiarity and comfort that develops.

Sheri Otto (11:59.902)

Video accelerates the lead nurturing process. There are a lot of statistics and studies around this, which is why I incorporate video at every stage of the funnel—middle-of-the-funnel training, top-of-the-funnel short-form content, and bottom-of-the-funnel demo videos. Video can do so much for you.

Another reason I strongly encourage video as part of your go-to-market strategy and personal brand is that all social media platforms are prioritizing video in their algorithms.

If you pull the 2024 report from LinkedIn, it will tell you—video is key. Platforms are pushing video, meaning they’re giving more reach and impressions to short-form videos.

The sweet spot is 60 to 90 seconds—this gives you the opportunity to get in front of more eyeballs because the algorithms are favoring vertical short-form videos.

Especially, Kerry, when you have a strong hook, which I know we'll get into in a second. But yes, that’s my recommendation—and I think you and I will be working on this soon too!

One thing I want to say before we get into the hook is that a lot of times, we feel like everything needs to be perfect—polished words, flawless delivery, a professional setup.

Kerry Curran, RBMA (13:02.686)

Yes.

Sheri Otto (13:23.732)

But actually, that mindset is counterintuitive because people relate to you more when you’re not perfect. Authenticity resonates.

That’s going to carry even more weight now that AI is dominating the digital space. How can you stand out? By being real.

Share your stories, share your vulnerabilities—because that's how we truly connect.

I always push for storytelling in video because that’s how we create deeper connections.

And remember—your video doesn't have to be a perfect production. You don’t need perfect lighting, a professional setup, or a fancy studio. You could literally just stand in front of a plain wall.

At the end of the day, people are curious about people.

And no matter how advanced AI becomes, human connection is still currency.

So just start—try it out, and you’ll see the difference.

Kerry Curran, RBMA (14:17.193)

I love that! And you're right.

Some of your best videos are so natural—you're out and about, sometimes outside on a sunny day, sometimes inside. But every time, it creates that human connection, and it makes you a more authentic advocate for your audience.

So, let's get to the hook. I know that’s often the hardest part. Talk to us about why hooks matter and share some tips for creating a strong one.

Sheri Otto (14:22.35)

You got it! Okay, so we all know that when people are scrolling, they’re looking to either:

1. Be informed
2. Be entertained
3. Be educated

And because we’re constantly scrolling on autopilot, we need something to disrupt that pattern.

That’s where your hook comes in.

You need a strong hook to stop the scroll.

I hear objections to this sometimes, Kerry. A colleague of mine who’s been in business for over 20 years once told me, “I don’t want to sound too hooky.”

And my response was—why is that a bad thing?

You don’t have to sound gimmicky—you just need to get their attention.

That’s the reality.

Kerry Curran, RBMA (15:14.609)

Exactly!

Sheri Otto (15:41.858)

In a world where AI can generate anything, our challenge is retaining attention—and the hook is how you do it.

Some of the best hooks are:

1. Bold statements
2. Contrarian viewpoints
3. Curiosity-driven openers

But the key is making it easily digestible.

A great hook makes people stop and think, “Huh, that’s interesting.”

And here’s something not a lot of people realize—short hooks work better than long ones.

The first sentence should be compact and powerful—almost like a catchphrase.

For example, one of my best-performing hooks was:

"We all need to create content to get discovered, right?"

That video got hundreds of thousands of impressions because:

1. It’s a universal truth—people agree with it.
2. It makes them curious—where is she going with this?
3. It’s a question—which our brains automatically want to answer.

Kerry Curran, RBMA (16:45.095)

I love that!

Sheri Otto (17:07.634)

Exactly. And I use questions a lot in my hooks because our brains are wired to respond to them.

For example, I once did a “day in the life” video with the hook:

"Ever wondered what a go-to-market strategy really looks like?"

And that one did really well—several hundred thousand impressions. It made people think, Yeah, we all do need to create content. Okay, what’s she talking about? or What do you mean?

So, here’s the thing about questions—when you use a question as your hook, something happens in our brains: we can’t ignore it.

That video performed incredibly well because people already had their own opinions, and they wanted to compare them to mine.

So when you’re crafting a hook, think:

• Does this make people curious?
• Does it challenge a common belief?
• Is it short and easy to consume?

If the answer is yes, you’re on the right track!

I learned this years ago—if you ask a question, it's harder to ignore because our brains are automatically inclined to answer it.

For example, in one of my day in the life videos, I used the hook:

"Have you ever wondered what a go-to-market strategy really looks like?"

That video did really well because people already have opinions on go-to-market strategies. So when I shared my perspective, people wanted to compare it to their own.

It's all about understanding your audience and the themes that resonate with them.

Sheri Otto (18:27.618)

Bold statements and questions make great hooks because they’re easily consumable.

So no long-winded sentences—keep them compact.

Kerry Curran, RBMA (18:35.005)

I love that! That’s such valuable, actionable advice.

Now, I know everyone wants their content to go viral. While there’s no guaranteed way to make that happen, what are some things people can do to increase their chances of getting picked up by the algorithm?

SheriOtto (18:43.992)

Yeah!

Kerry Curran, RBMA (19:02.609)

What are your top tips for gaining traction with the algorithm?

Sheri Otto (19:04.472)

So, the number one thing algorithms prioritize is watch time.

If your video is five minutes long, most people won’t watch the whole thing. That’s why you need to keep your videos short—because watch time matters.

Inside your video, you can also use micro-hooks—mini hooks that keep people engaged throughout.

If you’re giving value, you want to build anticipation so there’s a big payoff at the end.

This aligns with the behavioral science principle called the curiosity gap (or information gap).

It works like this:

• You give people half of the information upfront.
• You let them know they’ll get the rest at the end.
• This keeps them engaged because they want to stick around for the full answer.

The result? Increased watch time.

And when the algorithm detects higher watch time, it pushes your video to more people.

I can’t guarantee you’ll go viral, but this strategy will help you get more impressions.

Kerry Curran, RBMA (20:16.749)

That’s huge!

I love that you're tying psychology into this. I was a psych major too, so I love applying human behavior to marketing strategy.

And what you’re describing reminds me of classic storytelling techniques—building tension and getting people to lean in.

Sheri Otto (20:44.189)

Exactly!

And you don’t even have to say, “Wait until the end.”

Instead, you could say:

"There are three go-to-market strategies shaping the market today."

Then, in the first 50 seconds, you give two of them—and people want to stay for the third.

The third point doesn’t come until the last five or ten seconds—but by structuring your video this way, you increase watch time while still providing value.

It’s all about using behavioral science to stop the scroll and keep people engaged.

I love doing this! I always analyze my videos and ask myself, How did this one perform? Some will get great reach, others won’t.

But that’s why you iterate. You test different hooks, different structures, and eventually, you’ll find the ones that work best.

And when you find a winning format, replicate it!

Sheri Otto (21:52.556)

Use the same hook format, the same text strategy, and keep testing.

There’s no silver bullet, but these tactics will get you closer to increasing reach.

Kerry Curran, RBMA (22:02.185)

Love that! So helpful.

Now, for people listening who love these insights but feel overwhelmed—what’s the first step to getting started?

Sheri Otto (22:17.578)

Okay, I’ll break it down into steps because I love concrete action plans.

1. Recognize that you’re an expert.
   
   
• You already have valuable insights that people need to hear.

1. Start capturing your thoughts.
   
   
• Use a voice recorder, notes app, or Otter.ai to speak your ideas—don’t overthink it.

1. Block time on your calendar.
   
   
• Dedicate time to talk through three key topics or questions your audience has.

1. Use ChatGPT to structure your content.
   
   
• Ask it to format your notes into bulleted takeaways, a strong hook, and a CTA.

1. Batch your videos.
   
   
• Don’t just film one—film at least three at a time.
• If you’ve been doing this for a while, aim for six.
2. Keep it short and authentic.
   
   
• No fancy editing. No overthinking. Just be real.

1. Schedule your content.
   
   
• Once it's ready, schedule it so it goes out consistently.

And that’s it!

For example, while we’re recording this podcast, I have a pre-scheduled video going live—I don’t even have to think about it.

Kerry Curran, RBMA (24:31.165)

This is so helpful, Sheri!

How can people connect with you and learn more?

Sheri Otto (24:40.558)

Yeah! You can find me on LinkedIn—just search Sheri Otto.

Or visit my website: growthlanestrategies.com.

There, you’ll find free resources, client case studies, and videos with even more tips.

I also offer free growth plan sessions, so if you want to go deeper, check that out!

Kerry Curran, RBMA (25:10.185)

Amazing. Thank you so much, Sheri—I learned a ton today.

I’d love to have you back on the show in the future!

Sheri Otto (25:21.272)

Thank you, Kerry! It was a pleasure to be here.

Kerry Curran, RBMA (25:23.818)

Thank you.

Kerry Curran, RBMA:

Thanks for tuning in to today's episode. If you're struggling with flat or slowing revenue growth, you're not alone. That's why Revenue Boost: A Marketing Podcast, brings you expert insights, actionable strategies, and real world success stories to help you scale faster. If you're serious about revenue growth, hit follow, subscribe, and drop a five star rating today. It helps us keep the game changing content coming.

New episodes drop regularly, so you don't want to miss out.