Founder Brand: Breaking B2B’s Playbook to Hit +$1.5M ARR

What do you do when you’re in a “boring” industry… but still want people to stop scrolling and actually care?

You get weird on purpose, then back it up with real expertise.

In this episode of Haamucast, Edward sits down with Sam Dunning, founder of Breaking B2B, to unpack how founder-led content turns attention into trust, trust into pipeline, and pipeline into predictable ARR.

From LinkedIn chaos to YouTube-first strategy and founder-to-founder partnerships, Sam shares the exact playbook he’s using to grow Breaking B2B without relying on a single channel or a single algorithm.

You’ll hear:

👻 How Sam went from treating LinkedIn like an online CV (and spamming cold messages) to using it as a trust engine for B2B SaaS SEO

👻 Why “get attention first” beats polished-but-boring content — and how Sam uses stunts, memes, and Nickelback covers to earn the click before delivering value

👻 The YouTube gap in B2B: why most companies treat it like a dumping ground, and how a YouTube-first approach fuels a full media flywheel

👻 How founder brand drives inbound and stays top-of-mind for prospects who aren’t ready yet, so you win when timing changes

👻 The real risks of being the face of your company (selling the business, reliance on one person, algorithm shocks) and how Sam diversifies across channels to protect growth

👻 What Breaking B2B markets under the company brand vs. Sam’s personal brand

👻 The modern partnership shift: why Sam Dunning partnering with Adam Robinson can outperform brand-to-brand deals - and how third-party validation unlocked a new growth lane

👻 The SEO/AEO/GEO ripple effect of founder-led content now that social and YouTube visibility show up in AI answers, Google results, and buyer trust loops

Bonus: Sam’s experimenter mindset — why most bets flop, a few hit big, and running the wrong tests is still the fastest path to the right playbook.

If you’re building a B2B company and want to grow past the algorithm roulette, this episode is a masterclass in using founder brand as a compounding growth asset.