B2B creators are legends with large audiences, boosting top startups like Clay, Shopify, Figma, Miro, and Notion.
Creators like Michel Lieben 🧠, Patrick Spychalski, Mohan Muthoo 💬 🇬🇧 🌍, Anthony Pierri 🎸, Maja Voje, Peter Kang, Obaid Durrani (Personal favourite) and many others share valuable content about product usage, offer courses, coaching, implementation services, but also create podcasts, vlogs, and events.
Their authentic and useful content is key for SaaS growth.
Forget about G2s and testimonial or case studies...
No one believe that crap made up.
Here’s how they make money:
👉 Free Content for Awareness: They share free content to build awareness. Tricks like “comment below to get the template” help make their content go viral. It's not sneacky, it's smart.
👉 Product Specialization: Specializing in specific products boost their credibility. Whether it’s HubSpot, Clay, or Notion, their expertise makes them easily searchable.
👉 Affiliate Marketing: They earn commissions or credits by recommending software to their customers. They could earn way more if tagging B2B products on LinkedIn post could be tracks...so annoying.
👉 Courses, Coaching, and Consulting: Most free content they share might be copied, but they focus on landing big clients willing to pay for high-value services with their agencies: The Kiln, Mogaditcho, ColdIQ. If you stole their content, don't worry, you have help spread awareness into your network by liking commenting or sharing...
👉 Additional Revenue Streams: Speaking engagements, paid ebooks, newsletters, and content libraries add to their income.
If you're a partnership manager at a B2B SaaS, your role isn’t just creating partnership decks. Help creators grow as consultants and promoters to keep them advocating for you.
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