Founder, P33 | Executive Thought Leadership Agency

Helped 50+ B2B tech companies build their Founder/CEO Brand and implement Executive Thought Leadership Programs for LinkedIn. Customers, results & process: project33.io

About me:

I'm Finn, 29, grew up in Bremen, Germany, studied Physics & Philosophy in Heidelberg for 3 semesters, dropped out of college in 2017 because I was doing it for other people, flew to New York with no plans, documented the journey on Linkedin, Instagram and Youtube, and started my first company (Project 33) on the back of having grown a small audience. We're a small remote agency that helps B2B founders & execs create thought leadership content for Linkedin.

In my free time, which I try to have as much as possible of, I read (fav author: Nassim N. Taleb), write, run, lift, code (currently building an app), cook, make Youtube videos, turn books into Instagram accounts, grapple (BJJ), and travel (lived in NYC, Cape Town, Bali, Minsk, CMDX, Lima & Antalya so far). In December 2020 I married the most beautiful woman in the world. In January 2023, I became dad to the most beautiful baby girl. We currently live in Berlin, Germany.

Finn Thormeier

Perspective.co | We are hiring!

Growing a beautiful product that helps you generate leads, appointments, or applicants by building insanely effective mobile-first funnels.

Help me do so by joining our growing team:

https://www.perspective.co/careers

Chief Marketing Officer

notus

Advising notus' world-class demand gen team in product and strategy.

Advisor

Float

Built the very first agency in DACH focussed on demand generation.

With a team of 6, we:
- grew inbound pipelines from five, to six, to seven figures for clients
- built a productized service for demand gen ad creation
- spent over seven figures on linkedin ads

Clients included: ConstantContact (€330M ARR), Junto (€5M Seed), Instaffo (€1.5M Seed), PXL-Vision (€4.6M Seed), and many more.

Exited to notus in 2022.

Founder

Head of Growth @ Perspective / SaaS & Demand Growth

Niels Klement

This is crazy - dan spent the last few weeks obsessing over the perfect LinkedIn lead-gen post. 1M+ organic impressions and thousands of leads later, he cracked the code… the best part?

It’s dead simple.

He now has a framework he uses to bring in new organic leads for Perspective weekly.

But it didn’t start that way.

His first few posts got zero traction and a handful of sympathy likes before disappearing in the void.

So he started tweaking, rewrote the same post 14 times and tested every angle.

Somewhere along the way, it clicked.

Now? He got a framework that just works.

In the newest Perspective Talk, he breaks down his best post and reveals his strategy to sign high-ticket clients from LinkedIn.

Want me to send you the link?

1/ Like this post
2/ Comment "leads"
3/ Connect with me (so I can DM you)

If you scroll through my LinkedIn right now, you'd think we're just crushing it constantly. And yes, the last couple months have been a blessing but I've been through this enough times to know what's actually happening:

October was another best-ever month.

When I reflect on why, it's simple:

We did more of what works.

This means we're currently in the 'maintain momentum' season but there's also the 'figure it out' season. They come and go.

And the 'figure it out' season sucks.

Results aren't where you want them. You're frustrated because you're working hard, trying everything, but there's no escape velocity. You're stuck.

The most important thing you can do here is keep going.

- try more things
- listen closely for positive signals
- double down on whatever produces them.

This is especially true in marketing. If you don't know which creative scales, you need to launch more creative until you find it.

Obvious, but people freeze instead.

The maintain momentum season is different.

- You look at what's working right now.
- You push all your energy toward that thing.
- You focus down.

Yes, diversification matters (don't put all your eggs in one basket and all that) but the more you can actually commit to the basket that's working, the more you can squeeze out of this momentum.

The cool thing is once you've lived through both a few times, you know how to switch between them. They're different, but both are necessary.

So whatever season you're in right now, keep going.

If you're figuring it out, invest everything into finding what to accelerate.

If you're maintaining momentum, focus all your resources on the few things creating that momentum.

Both require immense effort either way.

Which means at the end of the day, you're left with the same thing.

Go back to work.

I'm scared right now.

We're spending more on ads this week than we used to spend in a month. And it's not just the ad spend. We're hiring three people for three completely new things we're still figuring out.

That scares me too.

But there's this heuristic I keep coming back to:

"The goal dictates the size of the bet."

Bigger goals need bigger investments (ad spend, team hours, resources) and when you scale up, it gets uncomfortable.

The flip side is this.

If you spend $100k/month on ads for long enough, that becomes your new baseline. It stops being scary.

There was a time when $100k was a lot to us, now it's the new normal.
It's like poker or roulette. You can only win as much as you're willing to bet.

Same thing in business.

You can't expect huge returns on a small investment. It's just not happening. 

If you want bigger results, you need to invest at a size that makes you uncomfortable.

So when I'm in those moments where I'm a bit scared, I remind myself that this is exactly where I need to be.

Because it's necessary for the result I'm trying to achieve.

The moment you're comfortable is the moment you're stalling.

I'm actually convinced it's reckless not to run ads for your business (even if you're crushing it with organic). Here's why:

When you choose between organic and paid, you're choosing between two very different machines.

Machine one:

Pay an advanced machine learning algorithm to show your creatives to people most likely to buy.

Machine two:

Hope the machine learning algorithm shows your creatives to people most likely to consume.

That's the difference.

- Organic optimizes for engagement
- Ads optimize for transactions

And here's what makes this interesting:

Hormozi is probably the best person alive at building personal brands through organic content. He's won that game completely.

And he still says you'll make more money with ads.

Because ads are built specifically to find people ready to purchase. That's the entire point of the technology. They connect your offer with buyers.

Once you figure it out, they're absurdly effective and scalable.

Especially if you've already won/winning with organic.

You've proven your creative works. Now imagine feeding that same creative to a system that only shows it to people ready to buy.

The results compound fast.

And it doesn't need to be scary.

I see this constantly in our community. People from completely different industries (cleaning businesses, insurance agents, coaches) run their first funnel and crush it.

Start simple:

– Two to three creative ideas
– $5 a day spend
– Basic funnel template

Just get started.

See what they actually do for your business.

To this day, ads are still underrated. Tell me I’m wrong.

We hit 7,500 customers this year, entered the US market, and now we're doing the craziest offer in Perspective history.

None of this would've happened without you.

Jude & Joe scaled their agency 28x to over €1M. Anis doubled from 50 to 100K/month in under 30 days. Or Felix Udos's funnel that did 600k in 7 months.

Every time I see a win like this, it reminds me why we do what we do.

Your feedback shaped every feature we shipped.
Your wins inspired us to keep building.
Your trust made everything possible.

So here's our way of saying thank you before 2025 wraps:

The best offer Perspective has ever made (only available until December 7th).

If you want the link, drop a "Perspective" in the comments.

🫶

2025 was absolutely wild for us. We served 7,000+ customers across 36 countries and shipped over 29 new features (AI funnel customization, email sequences, WhatsApp messaging, advanced linking logic, …)

What's even crazier:

The platform is now processing almost 10 million conversions a year.

While these are some nice numbers, here's what actually matters:

There are so many of you who completely crushed it this year.

Jude & Joe scaling his agency 28x to $1M+ with a 2-4 person team. Anis doubling from 50 to 100K monthly in less than 30 days with one funnel. Krishna managing 100+ client funnels with just 7 people.

So we wanted to do something to say thank you.

We're running the best offer Perspective has ever made (something we've genuinely never done before) but it's only available until December 7th.

After that, it's gone.

(More details in the video below)

Link in the comments 🫶

I've reviewed hundreds of funnels at this point. There's one concept that immediately fixes 80% of conversion problems. Shared it on a recent call and wanted to break it down here:

"A funnel is just a sequence of conversions."

That's it.

Yet people see "my funnel isn't converting" and start changing random things (at the same time). New headline. Different colors. More/less questions. None of it helps because they're guessing.

Here's what actually works:

Map out every single conversion step in your funnel.

For example:

- Watch video
- Click CTA
- View landing page
- Start quiz
- Complete quiz
- Book call

Then look at your data.

Where do people actually drop off?

On our recent call, someone had great page-to-page conversions (87% -> 85% -> 90%), but only 24% of the visitors actually started the quiz.

So we focused there only.

("How do we get more people into the quiz?" Possible answer: Make sure the button is visible without scrolling)

Once you fix one drop-off, you'll see the next one appear.

Then optimize that.

Then the next.

Keep it simple.

P.S. If you want to get your Perspective funnel reviewed, we have a weekly call on Tuesdays. If you'd like to join us, comment "funnel" below and I'll send you the link.

CMO @ Perspective – Insights From Spending $250K/Month On Ads, Growing Perspective to $10M+ ARR & Helping Agencies Scale Without Burning Out 👇

I've had this feeling a few times at Perspective - everything is fine, but you know deep down you need radical reinvention to make real progress. And so far, that feeling has always held true for me.

There are a couple of moments where we made moves that felt insane:

1/ We stopped localizing for the German market entirely.

Just burned that boat, went all-in on English. Scary as hell. Felt like shooting ourselves in the foot.

2/ Another time, we knew the team wasn't where it needed to be.

So we restructured, let people go. Deliberately weakened ourselves short-term to rebuild stronger. Uncomfortable, but worth it.

3/ Same with product.

We pulled resources from our cash cow (funnel builder) to build three more products (Analytics, Messaging, CRM).

Now we're at 7,500 users which honestly feels crazy. It would have taken us forever to get there without taking these risks.

One example that really inspired me: Intercom.

$500M ARR company that went all-in on AI with Fin. High team churn, lots of problems, people were mad. Now they have a $100M ARR product growing faster than anything before.

Here's what I've learned from these moments:

If your business is fine but not amazing, you probably already know something needs to change. The moves that got us to the next level never felt safe and more like breaking something that worked.

And maybe we were, but sometimes that's exactly what needs to happen.

I find this really hilarious.

A $30M sales coaching company runs $350K of traffic to the simplest funnel you've ever seen. And it works better than most complex ones:

I've seen this firsthand over and over again.

What's on the funnel?

- Big fat promise in the headline
- Video sales letter explaining the offer with lots of social proof
- Call to action to book a call or demo
- More social proof
- That's it.

Don't get me wrong - I'm a big fan of building funnels that pre-qualify leads, drive engagement through multi-step formats, personalization, all that good stuff. It's what we preach.

But you can also scale with the simplest version of funnels.

That's why we built the Demo VSL template modeled exactly after the one used by the 30m company. Dead simple to launch in a day.

Honestly, it's mind-bending that this is replacing websites for many agencies and coaching companies day by day.

Maybe it's time to build your own.

Click here to copy/paste it into your account

https://lnkd.in/eW7JWJ73

Here's the preview if you want to take a look before:

https://lnkd.in/epctsg8E

Enjoy 🫶

P.S. And to get you started asap, here's our VSL script that drove over $1M in revenue: https://lnkd.in/erjJpdAB

Just listened to Brian Chesky on Diary of a CEO and dude, I'm so inspired. This guy runs a $70 billion company with 6,000 people but resonates with me on such a human level. Here's what blew my mind:

Learning 1: People work as hard as your goals are ambitious and the frequency of your check-ins.

That's literally how we pulled off our webinar funnel. Get the main team together, give everyone what they're best at, tight deadlines, regular check-ins. 

That's how you create big things.

Learning 2: You can live in founder mode even at 6,000 people.

Brian said, "I need to pull decision-making in, not push it away. The entire product needs to feel like it's designed by one person."

If he can do that at his scale without going mad, what am I even complaining about? Personal ceilings, man.

Learning 3: You can run a $76 billion company and still be incredibly caring and loving.

He genuinely cares about his relationships, his feelings, deep connections. It's amazing to see someone operating at that level maintain their humanity.

Sometimes you need that reminder that ambition and heart can coexist.

P.S. Speaking of… Check the comments. 🫶

Quick reflection from our mastermind yesterday. Three people, three different businesses, same exact blind spot (it's so easy to mess this up even if you've been doing marketing for years):

A few examples:

One guy showed up with the most organized breakdown I've ever seen on this call. 

- The entire funnel mapped out
- 53% webinar watch rate
- 19 leads (email + phone number) at $50 each

Just couldn't get anyone to book calls.

We talked through automation options, follow-up sequences, all that. Then I asked, "Are you calling these leads?"

He wasn't.

But if you call a lead within the first 5 minutes of them opting in, your close rate goes up like 10x. This alone could make the funnel insanely profitable.

Another person had a 1.7% CTR and 4-7% opt-in rates.

Spent $180, got 5 leads.

Convinced the funnel was broken and wanted to kill it.

But those numbers are actually solid ($36 leads for a $4,300 is insane), he just needed to keep running and optimize the backend follow-up.

Third person ...

- was spending $60/day
- getting customers at $600 each
- collecting $4,000 upfront on average.

"How do I scale this?"

The answer?

When you're profitable at low spend, the play isn't to optimize and tweak for months. Increase your budget (slowly) and see what happens.

---

We're all looking for the complex answer when the simple one is right there (and I'm 100% guilty of this, too).

So next time you catch yourself building another automation or tweaking another headline, stop and ask, "What's the obvious, simple thing I'm avoiding?"

Usually, that's your answer.

P.S. This stuff is so easy to miss when you're deep in it - sometimes you just need a second pair of eyes. If you want someone to take a look at your funnels or ads, join our community. We do these mastermind calls every week. 

Comment "Mastermind" and I'll send you the invite.

We just launched 'Advanced Linking Logic' and I'm about to test it on our $100k/month webinar funnel. This is how I'll use it to take our 8% conversion rate to 15% 👇

For years we've been preaching quiz funnels for personalization.

Especially in high-ticket lead gen, quizzes help you:

Increase commitment through sunk cost - leads work for their result.

Collect relevant info to leverage on sales calls - you can speak directly to their desires and pain points.

Show the most relevant offer by personalizing to what matters most to them.

'Advanced Linking Logic' takes this way further.

You can build super specific personalization paths. Every single page your potential customers see gets perfectly optimized for what matters to them most.

Here's my test:

We have a webinar funnel that spends almost $100k a month. During registration, we ask about revenue levels and what services their agency offers.

After registration, we show a tripwire offer.

But currently it's the same offer to everyone.

My hunch is that if we adjust that tripwire offer based on their specific answers, conversions will drastically improve.

Simple reasoning:

A $50k/year agency probably needs a different solution compared to a $500k/year agency. The same goes for the services they offer.

ALL lets us show the exact right offer to the exact right person at the exact right time.

This is the kind of personalization that separates good funnels from great funnels.

I'll report back with the results.

P.S. 'Advanced Linking Logic' is live in all Perspective accounts now. Time to get hyper-specific with your personalization.

We shipped so many exciting pilots during our recent hackathon. Here's one goodie created by Marco & Antonio that makes it easier to find the right template. Coming to your accounts soon – enjoy!

We used this term "Brand Performance" a while back internally, and I love it. I think it's a big reason why we're able to spend aggressively on ads. But there's another benefit:

I was recently running a webinar in an external community, and asked if somebody had heard of Perspective before.

All of them did, all of them ICP.

(insert feels good man meme)

We're building real brand recognition in our market.

Plus, you can see it in the steadily growing subs that come from brand search.

Two things made this possible.

First, we unconventionally run three-minute educational video ads. Actual teaching content in high-quality placements like reels and stories.

Second, we run on very narrow lookalikes for most of the year. We're reaching the most relevant people repeatedly. Even while spending heavily on a broad channel like Meta.

There's this common misconception that if you do ads and direct response marketing, you can't build brand, hat everything is short-lived and transactional.

Our experience entering the US market proves otherwise.

At the beginning of the year, nobody had heard of us.

Now a huge share of the market is aware of us (and more and more people switch over from the competition).

I know I've been preaching direct response advertising for a while now, "ignoring" brand.

Now I’m happy to report you can build brand with ads, all while making money.

LFG

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The Battle

Finn Thormeier

Niels Klement

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The Battle

Finn Thormeier

Niels Klement

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Niels Klement's LinkedIn Performance

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