The Spheres of Influence

I’ve wanted to write this book for years. With ad costs rising, engagement falling, and AI reshaping discovery, now felt like the right time to do it.

The Spheres of Influence is my attempt to give language and a practical framework to the approach I took in growing ContentCal from idea to a nine-figure acquisition by Adobe. It’s the playbook for building brands that win on trust, reputation and word of mouth.

At its core are the Six Spheres of Influence: Core Advocates, Evangelists, Community Leaders, Specialist Creators, Category Leaders, and Domain Experts. Together, they explain who shapes B2B buying decisions today, and how to activate them.

I’ll never forget this moment when I realised we were onto something with the approach we’d taken in building ContentCal. After we won our biggest deal, I asked the decision-maker why they chose us over the market leader. His reply: “We trust you. We believe we’ll be better marketers by working with you.” That’s when I realised: in B2B, logic matters, but trust decides

• Why trust beats traffic – and why word of mouth is the most defensible growth strategy in an AI-driven, zero-click world.

• How to activate advocates, communities and creators – practical steps to partner with those that your buyers already trust.

• Metrics that matter – how to transform how marketing impact is measured

• The blueprint for influence-first marketing – a step-by-step operating model to apply this approach to your business.

This book isn’t about chasing quick wins, hacks, or funnels. It’s a playbook for building a brand people remember, recommend, and rally around.

“Few people understand this topic as deeply as Andy, and even fewer can articulate the challenges with such clarity. His ‘Spheres of Influence’ framework is brilliant—a must-read for anyone involved in B2B GTM”
Tom Hopkins, Startup Mentor, Microsoft

👉 Ahead of the full launch on Monday and as a thank you for being a subscriber, the ebook is discounted until Sunday night: [GET YOUR COPY HERE]

And if it resonates, leaving a short Amazon review helps more than you know.

Anyway, thank you for being here. I’d love to hear your thoughts. Just hit reply.

Finally, if you want to stay on top of all the shifts, changes, and opportunities to grow our brands on social, join us live or on demand on September 25 at 11:00 a.m. (UK).

– Andy