First, I’ve been preaching and living the advisory and ambassador model for over a decade now.
✅ Represented SiteGround at US and EU events in 2013 and 2014 as an ambassador
✅ Joined NitroPack as an advisor in 2019 (the fastest-growing Bulgarian startup in 2021)
✅ Currently recommending SeedBlink and Flippa as a European ambassador
✅ Trusted advisor for Vevol Media in Ireland
My advisory firm Growth Shuttle had 400+ customers for on and off advisory services, some long-lasting.
🧑🎓 Moreover, some of my advisory content has been taught at 30+ universities in North America and Europe.
➡️ Finally, my personal site ranks in top 10 in Google for dozens of terms such as “business advisor”, “small business advisory”, “company advisor”, “business advisors”, “consultant fees”; first spot of “business consultant cost”, “business consultant rates” and many more.
Now, most B2B enterprises have been laser-focused on 3 GTM motions: outbound (or sales-led + PPC), inbound, and product-led. But partner and event motions have been an afterthought as a side gig.
With PPC playbooks broken and cold calling falling on deaf ears, it’s no surprise that ambassador and advisory relationships have been bubbling up fast this year.
🎯 Chris Walker and Natalie Marcotullio discussed advisors at length during the latest B2B Revenue Vitals podcast episode. Chris has been looping the Key Opinion Leader narrative forever and it’s finally picking up.
🎯 Liam Moroney started a new advisory role last week.
🎯 Rosalyn Santa Elena keeps adding more advisory roles on her plate (just look at her profile).
🎯 Steve Patti and James Schramko have been incredible advisors I’ve been working with for a year now, and swamped with more clients signing up.
As Codie A. Sanchez tweeted last week, “If you can pay $ to steal someone’s 10,000 hours, do it.”
B2C trends are carried over in B2B (and later, top enterprises and government contracts) several years later. Social influencers – Instagram and TikTok – have been in high demand for DTC and consumer brands.
The same paradigm is disrupting the B2B space today. 📈
There are different shades of advisors – I’ve listed the top 5 distinguished categories in this infographic, often blended together. This only touches on external roles and not FTEs in an organization.
Competing for limited ad space in a crowded market when consumers are tired of receiving dozens of spam calls today or enable multiple ad blockers at a time…
You need to cut through the noise with trusted brand ambassadors and channel partners instead.
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If you want to disrupt the classic ads-and-calls model with no brand affinity, share this post today. 🔁
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