Most content marketing advice isn’t written for you.
If you work in B2B SaaS, you’ve felt this. The popular frameworks assume short sales cycles, impulse-driven buyers, or marketing budgets that don’t need to justify themselves to a CFO. They’re built for a different game.
The people on this list aren’t. Every one of them works in or directly adjacent to B2B SaaS content—and each entry explains not just who they are, but what following them will do for your content program.
How this list was built (and who it’s for)
Each person on this list had to meet three criteria. They had to publish solid content about B2B content strategy. They had to have a clear area of depth worth learning. And they had to be relevant to someone running a content program (AKA, you).
This list is for marketing managers, content leads, and heads of marketing at B2B SaaS companies who want to sharpen their content programs. If you’re looking to hire an agency, read this piece instead.
The 15 content marketing experts worth following
1. Alex Birkett: Content experimentation and organic growth
Alex is the co-founder of Omniscient Digital, an organic growth agency for B2B software companies. His clients include SAP, Adobe, Jasper, Loom, and TikTok. Before the agency, he ran growth and experimentation at HubSpot, Workato, and CXL.
What he teaches: Alex treats content like a product team treats growth: hypotheses, tests, and a focus on what moves the needle. His CRO and testing background gives him a view most content marketers don’t have. If your team is busy but the pipeline isn’t moving, Alex is the person to read.
Where to follow: Omniscient Digital, LinkedIn, Alex Birkett
Best starting resource: Omniscient’s writing on the barbell content strategy, the framework they use to address why most blog content gets no traffic.
2. Amanda Natividad: Zero-click content and audience building
Amanda is Chief Evangelist at SparkToro and founder of Zero Click Marketing. She’s known for coining the phrase “zero-click content” and is a contributor to Adweek.
What she teaches: Amanda argues that not all content needs to drive people back to your website.
Zero-click content (LinkedIn posts, newsletter sections, social threads) is built to be consumed on the platform where it lives. No click required. For B2B SaaS teams still measuring content success by website sessions alone, that’s a real challenge.
She also publishes some of the most specific, practical takes on LinkedIn and email strategy.
Where to follow: LinkedIn (very active), SparkToro.
Best starting resource: Her original piece on zero-click content. Then, her LinkedIn posts on building an email list without relying on search traffic.
3. Andy Crestodina: Data-driven content strategy and SEO
Andy is the co-founder and CMO of Orbit Media, a 55-person digital agency in Chicago. He’s worked with more than 1,000 businesses over 25 years. He’s also the author of Content Chemistry and runs the annual blogging survey, which has become one of the most-cited datasets in content marketing.
What he teaches: Andy sits where data meets craft. His annual blogging survey surfaces findings that contradict what most people assume. He publishes detailed breakdowns of what on-page elements move rankings, how AI is changing search behavior, and how to run real content experiments. Every piece he publishes has an original insight. There’s no recycled advice.
Where to follow: Orbit Media, LinkedIn
Best starting resource: His annual blogging survey. The findings tend to contradict popular advice, which I find interesting.
4. Ann Handley: Writing quality and content culture
Ann is the Chief Content Officer at MarketingProfs and the author of Everybody Writes and Content Rules. She’s been working in content marketing for more than two decades.
What she teaches: Ann is the clearest voice on the difference between content that sounds like a company and content that sounds like a human. She teaches writing quality, editorial standards, and what it takes to build a real content culture.
For B2B SaaS teams whose content ranks fine but doesn’t convert, Ann’s thinking gets at the root cause. Her newsletter, Total Annarchy, is one of the better weekly reads in the industry.
Where to follow: Ann Handley, Total Annarchy newsletter, MarketingProfs
Best starting resource: Her book, Everybody Writes, if you’re setting editorial standards for a team. Her newsletter for ongoing, practical reading.
5. Brendan Hufford: Content IP and pipeline-connected content
Brendan is the founder of Growth Sprints, a SaaS marketing agency. He works with companies scaling from $10M to $100M ARR. Before starting the agency, he led growth marketing at ActiveCampaign. He spent the first decade of his career as a high school teacher and assistant principal.
What he teaches: Brendan coined the phrase “checkbox marketing.” It describes a pattern he sees constantly: teams publishing on schedule without a named problem underneath, then wondering why the pipeline stays flat. His Content IP framework argues that content has to be built around a specific problem. One your buyer recognizes in their own words. The phrase stuck because buyers and marketers immediately recognize the pattern when they hear it.
Where to follow: Growth Sprints, LinkedIn
Best starting resource: His four-part SaaS growth framework post. It lays out the content IP model plus the discovery, virality, and relationship loop in plain language.
6. Chris Walker: Content’s role in B2B demand generation
Chris is the founder of Refine Labs and Passetto. He’s known for the concept of the “dark funnel.” That’s the research and opinion-forming that happen before a B2B buyer fills out a form.
What he teaches: Chris teaches that most B2B buyers have already formed strong views about vendors before they show up in your CRM. That research happens in dark-funnel channels like podcasts, LinkedIn, and peer communities.
What this means for content teams is that if your content only lives on your blog, you’re missing the part of the buying journey that matters most. He’s mainly a demand gen thinker, but his framework reshapes how you should think about where content creates value.
Where to follow: LinkedIn, State of Demand Gen podcast
Best starting resource: His YouTube episode with Dave Gerhardt on the future of GTM and sustainable growth.
7. Dave Gerhardt: B2B brand voice and content-led marketing
Dave is the founder of Exit Five, the largest community for B2B marketers. He was VP of Marketing at Drift (which exited at $1B) and CMO at Privy (which exited at $100M+). His newsletter goes to 50,000+ B2B marketers.
What he teaches: Dave is one of the clearest voices on why most B2B companies produce content nobody wants to read. He argues that most teams build their calendar around what’s convenient. Not around the questions their buyers are asking.
Fix the question first, then figure out the format. Exit Five is also worth following. It surfaces real, unfiltered practitioner conversations that you don’t get from polished blog posts.
Where to follow: LinkedIn, Exit Five podcast, Exit Five newsletter
Best starting resource: His LinkedIn posts.
8. Ethan Smith: Topical authority and AI-era SEO
Ethan is the CEO of Graphite Growth, an SEO and growth agency for software companies. His clients include Notion, Webflow, MasterClass, Robinhood, and BetterUp. He also teaches at IE Business School and advises at Reforge.
What he teaches: Ethan argues that most content teams are stuck in what he calls the “SEO death spiral.” They run a long list of low-impact tasks while missing the small amount of work that drives most results.
His firm found that 95% of blog articles drive little to no traffic. His shift from keyword-focused SEO to topical authority is one of the cleaner frameworks for content architecture. Regarding AI search, his “2-7 domain window” concept is worth knowing about. Most AI models pull citations from only the top 2-7 results. If you’re outside that window, you don’t exist to the AI.
Where to follow: LinkedIn, Graphite
Best starting resource: His episode on Lenny’s Newsletter about SEO strategy. One of the better frameworks for thinking about content architecture from the ground up.
9. Gaetano DiNardi: Demand capture and AI search for B2B SaaS
Gaetano is the founder of Marketing Advice, a B2B SaaS consulting practice. He was Director of Demand Gen at Nextiva, where revenue grew from $70M to $200M during his time there. He was also VP of Growth at Aura, where he grew the site from 0 to 200,000 monthly visitors in 1 year. He’s worked with more than 50 SaaS companies, including Semrush, Gong, and Cognism.
What he teaches: Gaetano focuses on the gap between content that gets traffic and content that captures demand. His work at Aura is a good example. He built the organic growth engine around content with commercial intent. The kind that drove pipeline, not just visits. His current writing on AI search is so practical. He argues that AI search is a category eligibility problem, not an SEO ranking problem. That reframing changes how you build a content program.
Where to follow: LinkedIn, Marketing Advice newsletter
Best starting resource: His episode with Siege Media on how to scale traffic from 0 to 200K/month.
10. Nathan Ojaokomo: Bottom-of-funnel content and B2B SaaS content writing
Nathan is a freelance B2B SaaS content writer and strategist. He’s written content for HubSpot, Zapier, Vimeo, Sinch, MoEngage, Paddle, and CoSchedule. He focuses on bottom-of-funnel SEO content: comparison pages, alternative articles, and decision-stage content built to close, not just rank.
What he teaches: His Zapier case study is a clear example of how a single well-built piece builds over time. The article now offsets roughly $20,000 per year in paid search spend for the client. For content leads who want to understand how to brief and evaluate decision-stage content, this site covers the thinking behind the work. Not just the output.
His guide on bottom-of-funnel content is worth reading if your content ranks but doesn’t convert. That gap is more common in B2B SaaS than most teams admit.
Where to follow: Nathan Ojaokomo, LinkedIn
Best starting resource: The Zapier case study on his site. It walks through the research, structure, and SEO thinking behind a piece that generates real commercial value.
11. Peep Laja: B2B positioning, messaging, and differentiation
Peep is the founder of three companies: Wynter (B2B messaging research), CXL (marketing education), and Speero (conversion optimization). He hosts the How to Win podcast.
What he teaches: Peep doesn’t write about content tactics. He writes about why your content isn’t converting even when it ranks. His focus is B2B positioning and messaging.
His argument: most SaaS companies can’t clearly say what makes them different from the nearest competitor. That vagueness shows up in every piece of content they produce. His frameworks on differentiation are essential reading for anyone responsible for content strategy at a SaaS company.
Where to follow: LinkedIn, How to Win podcast
Best starting resource: His LinkedIn content.
12. Rand Fishkin: Audience research and honest marketing thinking
Rand co-founded SparkToro, an audience research platform, and previously co-founded Moz. He’s the author of Lost and Founder. He’s known for being more candid about the marketing industry than most people who’ve built companies inside it.
What he teaches: Rand’s most useful contribution is research on where your audience spends time before they find you. Not where you assume they do. His SparkToro data regularly reveals surprises, such as the publications B2B buyers read, the podcasts they listen to, and the communities they trust. He’s also one of the most honest voices on what AI is doing to content visibility. He doesn’t soften the harder parts of that story.
Where to follow: SparkToro, LinkedIn, SparkToro newsletter
Best starting resource: His writing on zero-click searches and what they mean for content programs is still optimized entirely for website traffic.
13. Romana Kuts: B2B SaaS content strategy and LLM optimization
Romana is the co-founder of SaaStorm, a B2B SaaS content marketing agency. She was previously Head of Content at Leadfeeder and Dealfront. She’s also consulted with multiple SaaS startups on content strategy and team structure. Her work at Leadfeeder generated 50M+ organic impressions in a single year.
What she teaches: Romana’s perspective comes from running content in-house before moving into consulting. That gives her a practical view of what works when resources are tight. She’s one of the earlier practitioners applying LLM optimization thinking to B2B SaaS content. Her writing on thought leadership, repurposing, and lean content team setup is based on what she’s built. For content leads at early-stage SaaS companies figuring out structure and process, she’s worth following.
Where to follow: LinkedIn, SaaStorm
Best starting resource: Her LinkedIn content on thought leadership strategy for B2B SaaS. Specific and practical.
14. Ross Simmonds: Content distribution and B2B SaaS content strategy
Ross is the founder of Foundation Marketing, a B2B content agency that works with Canva, Snowflake, Unbounce, Procore, and Jobber. He’s also the founder of Distribution.ai and the author of Create Once, Distribute Forever.
What he teaches: Ross is the loudest voice on a point most teams resist. Most B2B content fails not because it’s bad, but because nobody sees it. His framework is simple: create once, distribute forever.
Build a system for getting your content in front of the right people across owned, earned, and borrowed channels. A good piece keeps working for years if you distribute it well. His Foundation Lab teardowns of SaaS content strategies are among the most analytically rigorous in the field.
Where to follow: LinkedIn (very active), Ross Simmonds.com
Best starting resource: His research on Reddit outranking B2B vendors on nearly 1 million monthly searches. A live example of the distribution-first thesis.
15. Sam Dunning: Revenue-focused B2B SEO and content
Sam is the founder of Breaking B2B, an SEO agency that works only with B2B tech and SaaS companies. He hosts the Breaking B2B podcast, which has more than 400 episodes and features interviews with B2B marketing and sales practitioners.
What he teaches: Sam’s core argument is that most B2B SEO and content programs are measuring the wrong things. Traffic and rankings feel like progress. Qualified pipeline is what the business cares about. He focuses on what he calls “money keywords.” These are low-volume, high-intent queries that prospects search when they’re close to a purchase decision. Not high-volume educational terms that bring visitors who’ll never buy. His sales background gives him a sharp view of what revenue-driven content really means.
Where to follow: Breaking B2B, LinkedIn, Breaking B2B podcast
Best starting resource: His podcast. Start with any episode where he breaks down how to find and prioritize money keywords over vanity traffic.
Who should you follow first?
You probably don’t need to follow all 15 people at once. Start with the problem your content program is currently dealing with.
Read Ethan Smith or Andy Crestodina if you need a stronger, data-driven SEO strategy. Follow Amanda Natividad or Ross Simmonds when distribution and audience growth are the bigger gaps. Peep Laja and Ann Handley will help when your content ranks but the positioning or writing fails to hold a buyer’s attention.
If the pressure is coming from your pipeline, start with Gaetano DiNardi, Sam Dunning, or Chris Walker. Their work will help you connect content decisions to demand and revenue rather than treating traffic as the result.
The value of a list like this lies in finding the person whose experience best matches the problem in front of you. Pick two or three, read their strongest work, and apply one useful idea before adding another voice to your feed.
And if you need help turning those ideas into search content for your B2B SaaS company, you can learn more about my approach to bottom-of-funnel and product-led content.
