I talk a lot about how the future of software distribution will be operators / influencers selling solutions that solve painful challenges. I wanted to expand on this in long form, focused on how business operators are becoming B2B influencers.

Remember when "influencer" meant someone posting aesthetic coffee shots and doing questionable dance moves? Well, times are changing, and in the B2B world, we're seeing a fascinating shift: successful business operators are becoming the new wave of influencers – minus the coffee art (though we still enjoy a good cappuccino). You may even follow some of the early trailblazers on social media. People like Adam Robinson of RB2B.

The Death of Traditional SaaS Marketing

The SaaS sales and marketing worlds are waking up to the cold reality that in the world of AI, the old methods have just stopped working. The days of generic white papers, cold emails, and "thought leadership" from people who've never actually led anything are numbered. AI is generating a vast sea of content that no one can get through.

Buyers are just smarter than ever. They can smell authenticity – or the lack of it – from a mile away. They don't want to hear from marketing departments. They want to hear from people who've actually been in the trenches. On platforms like X, and LinkedIn, they go straight to the best source to solve their pain.

The Operator Advantage

As a business operator, you already have the most valuable asset in modern marketing – actual experience. You've dealt with real problems, found real solutions, and probably have a few battle scars to prove it.

Think about it:

• You know the pain points because you've felt them

• You understand the solutions because you've implemented them

• You speak the language because it's actually your language

• You have credibility because you've lived it

No amount of marketing budget can buy that kind of authenticity.

Building Your Operator-Influencer Platform

So how do you transform from an operator into a B2B influencer? Here's your roadmap:

1. Share Your Reality

Start by sharing your actual experiences. Had a project go sideways? Talk about it. Found a genius way to solve a common problem? Share it. The key is to be real – your audience can handle the truth, and they'll respect you more for it.

Remember: Your "failures" are often more valuable to your audience than your successes. They show you're human and provide real learning opportunities.

2. Pick Your Platform

While your teenage nephew might be killing it on TikTok, B2B influence has its own arena. Focus on:

• LinkedIn (where business decisions are actually made)

• Twitter/X (for quick insights and engagement)

• Medium or your own blog (for deeper dives)

Choose one primary platform and nail it before expanding.

3. Find Your Voice

The secret sauce? Be yourself, just a slightly more polished version. If you're naturally analytical, lean into that. If you tend to be funny, let it show. Authenticity at scale is what we're aiming for here.

4. The Content Formula

Here's a simple framework that works:

1. Share a specific challenge you faced

2. Explain how you approached it

3. Reveal what worked (and what didn't)

4. Extract the lessons learned

5. Make it actionable for others

5. Build in Public

Despite what you may have heard, Build in Public is not dead. Document your journey as you build your next solution. This does two magical things:

• Creates a ready audience for your product

• Validates your idea before you invest too heavily

The Bridge to Software Sales

Now here's where the magic happens. As you build your audience of fellow operators:

1. You're organically creating a focus group for your next software solution

2. You're building trust with potential customers before you even have a product

3. You're getting real-time feedback on pain points and potential solutions

When you do launch your niche software solution, you're not starting from zero – you're launching to an audience that already knows, likes, and trusts you.

The New Distribution Model

This operator-to-influencer pathway solves the biggest challenge in today's SaaS ecosystem: distribution. Instead of trying to buy your way into people's attention through ads or fighting through the noise of content marketing, you're building a direct line to your ideal customers.

Think about it: Would you rather buy from: A) A random company that found you through ad targeting B) Someone whose insights have been helping you do your job better for the past year

Yeah, me too.

Getting Started

The best time to start was yesterday. The second best time is today. Here's your homework:

1. Share one specific insight from your operational experience

2. Engage with three other operators in your space

3. Document one challenge you're currently facing

Remember, every B2B influencer started with zero followers. What matters is that first step.

The Future is Operator-Led

The future of SaaS isn't just about building better software – it's about building better connections. As AI makes the technical barriers to software development lower, your ability to connect with and understand your market becomes your competitive advantage.

So start sharing your journey. Your experience is more valuable than you think, and there's an audience out there waiting to learn from it.

Just maybe skip the dance moves. Unless they're really good. Then definitely share them.