VP Marketing at SparkToro | Can keep hydrangeas alive in a vase for 10 days

I'm currently VP Marketing for audience research startup, SparkToro. I also co-host the Meme Team podcast, where Sonia Baschez and I discuss the marketing logic behind viral moments.

I've spoken at conferences like AdWorld, MozCon, and SaaStock. I've guest lectured at Columbia Business School, Cornell University, Stanford University, and University of Washington. In my spare time, I teach Content Marketing 201 which I host on Maven. I'm also a Le Cordon Bleu-trained chef, and a former journalist.

Be sure to scroll down to the bottom of my profile to see the top 100 lists that I am not in.

Amanda Natividad

If you need something uncontroversial to discuss with your relatives at Thanksgiving dinner... you could always talk about B2B sales.

VP Marketing at SparkToro | Originator of "Zero-Click Content"

Good news: you don’t need a 40-page audience research deck to pick your next content channel.

You can "guess and test" your way there. Here are two paths marketers can take:

1) Use tools (like SparkToro) to see where your audience actually hangs out

2) Or, when you don’t have budget/access, run a thoughtful guess-and-test experiment instead.

What “guess and test” looks like in practice:

Step 1: Make a reasonable guess.
In B2B, assuming your audience is on LinkedIn is usually a safe starting point.

Step 2: Start tiny.
Record a short, limited-series podcast in a meeting room. Spin up a short LinkedIn series. Run a scrappy webinar. Nothing that needs a studio or a 3-month plan.

Step 3: Watch for directional signals.
Are the right people engaging? Do guests/partners share it? Is sales hearing “I saw your post/podcast…” on calls?

Step 4: Decide.
If you see traction, then invest more deeply. If you don’t, kill it without guilt and try a different format or channel.

Your job isn’t to be perfectly right upfront. Your job is to learn quickly enough that you know where to be excellent. (Of course... a tool like SparkToro can help you do all this a heckuva lot faster. 🙃)

I recently joined Dreamdata's Attributed podcast where we got into how Dreamdata did exactly this with their podcast and other “un-attributable” stunts that still clearly moved the needle. Link below.

Bani Kaur

Exit Five

- Built the Exit Five B2B Marketing Salary Benchmark Report (from data analysis to design)

Research Report Creator

Typeform

Writing three long form pieces every month that brought together proprietary research, customer stories, and the Typeform product in Typeform's brand voice.

Product-led Content Writer

HockeyStack

End-to-end research report processes including:
- Analysis
- Writing
- Interactive content (quizzes and calculators)

Writer

- Interview-based writing for Writer's C-Suite for a technical audience. 

- Building repurposing strategies for Writer's long form assets (guides and ebooks).

Thought Leadership Writer

Storyblocks

Creating multi-expert guides, landing pages, and repurposing strategies

Research Report Creator and Thought Leadership Writer

Motion

Shopify

B2B SaaS Freelance Writer (Specializing in Email Marketing, Sales, and Fintech)

Teal

Jasper

Building Jasper's thought leadership series "How Jasper Uses Jasper"

Who am I?
I am a content strategist and writer for B2B SaaS brands, with clients like Writer, Jasper, Litmus, Typeform, Shopify and a writer for the SaaS Nordic CEO and Executive Network. I combine design thinking with deep research to create content that doesn’t just inform—it influences.

What I can do for you
1. Content Management
Scaling content is two parts management and one part strategy. You need to keep all your opportunities organized, yes. But you also need to strategize for automation, repurposing, and efficient communication. 

I work with teams to:
✔ Build content calendars that align with business goals
✔ Establish internal processes for research, writing, and approvals
✔ Maintain consistency across formats and distribution channels

2. Research Reports & Thought Leadership Assets
B2B audiences value depth. I have a team of analysts and designers in-house to build assets that cater to both logic and aesthetic. 

✔ Interview your team to distill insights into premium reports, whitepapers, and long-form blogs
✔ Develop original research reports with proprietary data and trend analysis
✔ Structure content in a way that drives direct revenue

3. Repurposing & Distribution Strategies
Your best ideas shouldn’t be limited to one format. I help brands maximize reach by transforming existing content into new, high-performing assets.

Want to talk content strategy? Let’s connect.

Email: hello@banikaur.net

Long form SEO writer

This is going to be a VERY hot take. Some might even say a pretentious take. But I actually really enjoy LinkedIn.

When I first started posting 4 years ago about everything under the sun—no niche, no strategy, and no audience—LinkedIn was the only platform where I always found my people. Someone to share ideas with and some others to challenge them. 

I don't know if you can tell but I'm quite nerdy. I actually think that the products I write for are super cool and make people's jobs easier and lives better. 

Do they contribute in the same way as cancer research or disaster response? No.

But do they help people do their jobs better and have higher job satisfaction as a result? 
100%.

Every single time I conduct a case study interview or interview an enthusiastic subject expert, I'm reminded of this detail. Every time I read Reddit threads or G2 reviews about my clients' products, I'm happy to be creating, strategizing, marketing for a tool that genuinely helps people. 

And a LOT of how I learned how to do it, and do it well, is because people on this platform were nerdy enough to share the nitty gritty of every article, every interview, and every brief like it mattered. 

I try my very best to give back through detailed processes, housekeeping systems, and industry insights of my own. Which LinkedIn absolutely hates now and pushes to the bottom of people's feeds. But I persist. 

I have no shame in admitting that I'm thoroughly nerdy, process-oriented, and an avid consumer of the content my favorite creators build for this platform. Would I be considered a thousand times cooler if I just said "ugh, I have to do it for work. I don't actually enjoy it." Hell yes.

But you'll just have to put up with me being uncool. 

Do *you* actually enjoy LinkedIn?

Content strategist, writer, and Research Report Creator for B2B SaaS in Fintech, Marketing, AI and Sales | Clients: Hotjar, Klaviyo, Shopify, Copy.ai, Writer, Jasper

I do not hate AI-assisted content at all. I think AI has given a lot of people the means to communicate in a way that helps their interpersonal relationships and their career. 

And I’m happy to be living in a day and age where people can have better opportunities and relationships through tools.

What I do hate is how it’s become super hard to find distinctive voices and original stories ON PLATFORMS MEANT FOR STORIES. 

I used to turn to Instagram for fashion inspo, travel planning tips, and even credit card hacks. But now everytime I open up any social media platform, I see a sea of sameness. 

Travel tips are now “Travel is not just a fun experience, it’s life altering new reality.” 

GRWM is no longer “white shirts save most outfits! And here are mine!.” It’s become “White shirts are no longer wardrobe basics, they’re appearance elevaters.”

Moisturisers have pivoted from a list of daily essentials and entered a league of “life savers.” (Sorry, doctors.) 

I think you get the theme. 

I hate hate the demise of original stories in human, flawed, grammatically ambiguous formats. 

I hate how creators have become lazy enough to stop even editing their own scripts to sound like themselves.

I hate that I recognize this AI-drivel and compare it to a time with *human* story-telling. Even poorly narrated human stories. 

I know hate is strong word and that’s why I’ve chosen it for my post today.

Are you feeling this too?

If your audience is creators, resist AI first drafts. Please oh please. 

I know, I know you can use AI-drafts as a jump off point and edit, improve, and add personal experiences as you go and your final piece might look nothing like the AI first draft. BUT it'll still have the bones and conceptual shaping of generic AI chatter. 

And if your audience is creators, they're tired. Overexposed. And exhausted by listening to the same formats across LinkedIn, Instagram, and TikTok. They'll prefer a lumpy, grammatically erroneous but personality fueled info dump over ANY polished "it's not just amazing, it's otherworldly," script. 

If you need a marketer who writes for creators, DM me. I've worked with brands like Vimeo and Storyblocks and I'd love to help you build a content engine that has a voice, authenticity, and content for days.

I have availability coming up after almost a year of 0 calendar spots! So if you've wanted to work with me, now's the time. Here's who I help:

✅ 1. B2B SaaS business in AI, Sales and Marketing, and Fintech with long form content: While my clients include enterprise brands like Writer and Shopify, I also work with start ups (I worked with Copy.ai at the very start). 

Formats I specialize in:
👉 Ebooks
👉 Competitor comparison pieces
👉 Blogs and Case Studies

✅ 2. B2B brands who want to get started with or produce more proprietary research or interview-based content. 

👉 Have customer data that you'd like to codify into a benchmark report?
👉 Want to survey your audience and share the report as a lead gen magnet? 
👉 Have incredible experts inhouse but are pressed for time to interview them?

Leave a comment and I'll reach out!

✅ 3. B2B SaaS startups that need help with strategy and management. 

👉 I have worked as a content marketing manager at Cloudshare. 
👉 I'll build faster processes (I built a SaaS that saved my team 6 hours/day)
👉 I have over a year of experience with a B2B SaaS mastermind and learning how 100+ businesses are run.

Does this sound like something you need support with? DM me!

Me: *ends discovery call; excitedly sends over proposal*

*Hears a new email notification.*

"Yay! They love me, must be an email from them"

Mail: "Your zoom call recording is ready" 🫠

🌶️ Spicy hot take: I don't find it ethical to write my own testimonials and just have my client "approve" them. 

Is it a popular way for service providers to collect testimonials? Sure. 

Would I do it? Nope. 

As a writer, there are very few parts of my life that I'm not perpetually, mentally "scripting." My blogs, my LinkedIn content, even my Whatsapp messages. 

I take a lot of pride in how I word ideas. And as a marketer, I word most of them to achieve an outcome — more leads, more engagement, more readership. 

It would be a smart "business move" to word all my testimonials myself to reflect different skills — writing, project management, communication. 

"What an absolute rockstar!" my prospects would think. 

But it would take away the element of surprise for me. I'd never truly know how my clients felt, what stood out most to them, and why they'd recommend me. 

I do acknowledge that writing testimonials is a heavy ask. You have to step away from your day-to-day tasks, put yourself in a completely different headspace, and recollect all the "signals" you've had along the engagement. 

So I do consolidate all the feedback my clients have sent me in one place. Verbatim. 

That feels like an ethical win-win to me. 

🔥 How do you feel about pre-written testimonials? I'd love to hear more opinions 👇

Most business principles, books, and gurus tell you to embrace this one philosophy: an abundance mindset. 🌟 

The idea that there's enough work, opportunity, and money in the world for even your wildest dreams. A very liberating way to look at things, if you ask me. It makes you feel more driven, more motivated, and more excited to pour energy into your work and dreams. 

But here's where I struggle (tremendously): balancing it with a sustainable lifestyle. 

Much as we'd like to bucket business things into business hours and keep our personal beliefs separate, it doesn't really work that way. Beliefs have a trickling tendency and philosophies are foundational by definition. 

I can't tell myself there are more than enough resources to fuel my every desire while also firmly believing that human greed is unreasonable and limitless. 

Mahatma Gandhi once said "The earth provides enough for everyone's needs but not for anyone's greed." and it think about it once a day every day.

Every time I think of discarding an old item of clothing because it no longer fits my style, I wonder if I can give it a different home and I do. Every time I feel a kitchen appliance has run it's course, I find a scrap dealer and salvage the metal. 

Now luckily, India is a very sustainable society. The infrastructure around reusing, repurposing, and recycling is built into our jobs, occupations, and the very fabric of our society. 

But the question I keep coming back to is how do I find a way to repurpose business opportunities that don't serve me?

What I've been doing lately is understanding the demands of every opportunity and assessing whether it's a fit for my skill and energies. When it's not a fit, I figure out who it's a fit for. I go WAY out of my way to research who in my network I can pass it on to, the kind of recommendation I can make, and the kind of win-win situation I can create without regard for personal benefit. 

It's been a very time-intensive but equalling fulfilling commitment. 

I've learned that there are limitless opportunities only when every opportunity finds the right home. And you have to make room in your home for the opportunities that serve your goals. 

If you've been in a similar place, how do you balance living a sustainable life while adopting an abundance mindset? Would love to hear about your experiences and any tips! 👇

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The Battle

Amanda Natividad

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