Landing Pages and Social Selling: How Toni Hopponen Builds Trust at Scale

In this episode of Human Marketing, Chris Nelson is joined by Toni Hopponen, founder of Landing Rabbit and previously Flockler, to explore how to build human-first SaaS products and landing pages that actually convert.

Toni shares how he grew Flockler over 13 years without a sales team, the emotional challenges of exiting, and why Landing Rabbit is his answer to broken landing page workflows.

From AI-driven optimisation to the power of customer testimonials, this is a candid deep dive into founder-led marketing, authentic growth, and how to scale trust in a noisy world.

Connect with Toni Hopponen on LinkedIn

Follow Landing Rabbit on LinkedIn

Visit Landing Rabbit's Website

Hosted by Chris Nelson, Founder of Human Video

Connect with Chris on LinkedIn

Follow Human Video on LinkedIn

Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video

Learn more at Human Video's Website

  • (00:01) - From DMs to Podcast: Meet Toni Hopponen

  • (01:30) - Building Flockler: 13 Years of User-Generated Content Innovation

  • (06:14) - Scaling Without a Sales Team: SEO, Content, and Founder Hustle

  • (12:00) - Why Founder-Led Sales Doesn’t Scale, and What to Do Instead

  • (16:05) - The Flockler Exit: Walking Away and What Came Next

  • (23:06) - Landing Rabbit Is Born: From Personal Pain Point to Product Vision

  • (28:30) - Humanising Landing Pages: Trust, Design, and Real Stories

  • (34:00) - Why Video Testimonials Work, and How to Use Them Right

  • (43:37) - Who’s Landing Rabbit For? SaaS Marketers, Agencies & Lean Teams

  • (47:30) - Founder-Led Marketing: LinkedIn Strategy, SEO and Warm Conversations

  • (54:50) - Trust at Scale: Why Small Teams with Big Hearts Will Win

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