Buyer First Bites #26: People aren't channels

Happy Friday,

When we first started our advisor program, I fell into the trap of thinking it was lead gen.

Pick people with good reach + have them post about us = more leads.

Luckily, early feedback from advisors shifted my thinking from paid promo to real partnerships.

Now, our advisors (some with us for 3+ years) are way more than amplifiers. They shape messaging, stress-test ideas, and weigh in on GTM decisions.

As Justin put it, they help us build long-term trust with our buyers.

Want to see how we worked with advisors for our most recent launch?

The short of it, don’t treat advisors like another growth channel.

– Natalie Marcotullio (Head of Growth + Product Marketing)

^{p.s. I got an email this morning about AI influencer matching, so this topic feels more timely than ever}