Amanda Goetz: From Struggle to B2B Creator Success

amanda goetz
READ TIME – 9 minutes

Amanda spent more than 17 years leading teams, she built up 2 startups, is a 3 times CMO, a single mom of three.

If this doesn’t sound like a lot to you, she’s also a B2B creator who shares everything she knows to more than 150.000 people.

Being transparent about her professional triumphs and about her personal challenges helped Amanda establish a profound connection with her followers.

Let’s talk in more detail about Amanda’s journey, about her strategies, her lessons, and what helped her push forward and become a successful B2B creator.

Who is Amanda Goetz?

Amanda Goetz is a 2 times founder, 3 times CMO, a brand builder, and more recently a content creator on personal and professional growth and brand building.

She’s been featured on Access Hollywood, The Skinny Confidential, Forbes, Business Insider talking about the businesses she created and about the founder exits

She openly talks on X/Twitter about how she built the companies from scratch and how she managed 3 exits giving advice to her followers.

Even if things seem to have properly aligned for Amanda, she went through a divorce at the height of her career with three children under five which affected her deeply. 

That’s when she ambitioned herself to find a better way of living her life.

Now she has built an audience of over 150,000 in the startup and business community learning to live a life of success without subscribing to today’s hustle culture. 

She launched a newsletter called 🧩 Life’s a Game to help high performers learn actionable tips for living a life of intention. 

Let’s get a deeper understanding of her unique approach on how she’s succeeding as a B2B creator on LinkedIn and X/Twitter.

What Makes Amanda Groetz a B2B Creator?

I’ll talk about what characterizes Amanda the most as a B2B creator from what I’ve seen in her newsletter, X/Twitter, and LinkedIn.

  1. She’s authentic and transparent.
  2. Knows the importance of collaborating.
  3. Has a builder mindset.

1. She’s authentic and transparent

Most b2b creators believe that they need to be very business savvy, talking technical because that’s what the business people want – but guess what, even those business people have a personal life.

Some of them have family and personal issues – so why not stand out in the crowd and be more human .

A great example is Sahil Bloom is doing really well while talking about parenting and his kid, Roman.

Amanda does the same thing.

She openly talks about her professional life, but what makes people trust her is her ability to be so transparent with her personal life, talking about the struggles she faced along the way.

Few people have the courage to open up publicly about what they’re going through. A few years ago she wrote about how on the same day she had to go from her final divorce meeting to a supply chain call and how hard it was for her.

On a more positive note, Amanda has a funny side too, writing funny posts about motherhood and showing pictures and videos of her kids.

Like this post where she wrote she always forgets to drink water because she gets interrupted. All the mothers jumped in the conversations, even Amanda Natividad joined in telling her tricks.

We live in a social media world, but many believe it’s more MEDIA then SOCIAL.

In that moment, you should remember that if you want to get closer to people, you have to build a community and be relevant to them — so you have to understand how to be social.

Being authentic, transparent, and honest. 

But this doesn’t mean you should show your personal life – like I don’t share about my wife and kids, but that doesn’t stop me from being personal and sharing my personal opinions.

There are a lot of B2B creators I follow online, but Amanda is one of the few to take one step further and share pieces of her family life on Twitter, LinkedIn, and Instagram.

For her birthday, she shared a genuine video of her and her son dancing in the kitchen. It’s her way of saying what matters most in this life for her is being there for her children.

2. Knows the importance of collaborating

Every B2B creator knows the importance of collaborating with people who have similar interests like you, Katelyn Bourgoin collaborated with Neil O’Grady, Michael Sikand with his friend Simran Sandhu, and so on.

Amanda Groetz recently started a collaboration with Jack Appleby, the creator behind Future Social, a weekly newsletter on social media strategy, content, and creators.

It was just a matter of time for the two to start collaborating because they’ve been friends for years, always supporting each other.

Amanda and Jack recently launched the Break an Egg newsletter.

The point of this newsletter is to help others learn to be themselves on LinkedIn and Twitter. Helping people develop a daily habit of sharing their thoughts & career online helping them grow their personal brand.

🐣 Break An Egg offers an affordable $5/month tool designed for professionals seeking growth.

This platform is geared towards aiding young professionals and job seekers, introducing many to the world of personal development. 

While its primary focus is on crafting career narratives for LinkedIn, there’s an underlying philosophy: effective self-writing can enhance one’s advocacy and communication skills. 

The service includes daily 5-minute writing prompts, comprehensive insights into their application, and three social “hooks” to initiate posts. 

Within a week of its inception, the platform garnered 800 members, each benefiting from structured guidance. 

Subscribers also gain access to a community where they can collaborate and exchange ideas. The overarching goal is to cultivate a consistent habit of sharing career insights online in just 5 minutes each morning.

Even though Break an Egg is a paid newsletter, people signed up and they’re more engaged in learning than they would have been otherwise with open rates of 70%.

What contributed to the newsletter’s success?

a. Building momentum

What’s also important to mention is that, before launching it they both started talking about it a week before to build momentum.

Because of the hype around it, people joined the newsletter even before it was officially launched.

b. Offering a free webinar

Jack and Amanda, not only talked about the newsletter on Twitter and LinkedIn, but they did a free webinar where 1400 people joined.

3. Has a builder mindset

In this section there is a lot to talk about starting from founding her businesses, being a creator, and building her brand.

Let’s talk about each one and see how each one contributed to her success.

1. Being two times founder and CEO

Amanda started a House of Wise, a wellness company focused on women. 

She started House of Wise during the pandemic in her garage and raised two rounds of venture capital while she was homeschooling her three young children.

Because Amanda cared about her business, she realized the company needed new leaders with skill sets different then hers in order to capitalize the new opportunities that where coming and she decided to sell it in 2022.

She says in Forbes that “I was excited to find a new owner that had the vertical integration, capital and marketing resources to take the brand to the next level.”

In May 2023, she started her new company doing what she knows best: being a marketing consultant, a brand builder, and a creator.

And we can say that she’s thriving since she launched her newsletter, started collaborations, and has plans for launching new services/products for 2024 with a focus on marketers navigating the journey to CMO or Fractional CMO.

2. Building her personal brand

She started building her brand when she was an employee at The Knot.

She even has a X/Twitter post from 2020 about building a personal brand talking about why it’s important and about how you can be intentional with it.

Then, when she launched her business, she knew how important it was to be present in the online media so she was present in podcasts and doing interviews in different magazines.

Now she’s even more focused on building her personal brand on LinkedIn and Twitter posting regularly on both of these social platforms.

Amanda is growing her personal brand by sharing her opinions which sometimes can be spiky.

Let me explain.

I refer to sharing her spiky point of view which is a representation of her strong beliefs and knowledge she has in marketing, B2B, and brand building.

It’s not just Amanda who has a spike point of view, we all have it. 

Everyone possesses a unique blend of experiences, skills, and insights which shape this viewpoint. Expressing your spiky point of view reflects your approach to your work and the decision-making process.

But for a perspective to be considered ‘spiky’, it should be open to debate yet not merely controversial. 

It should enlighten your audience, presenting them a new perspective on things.

While your viewpoint should be grounded in evidence, it doesn’t need to be universal for everyone. The emphasis is on conviction, requiring courage to share, especially when it might challenge conventional wisdom.

If you want to master your spiky point of view, you should reflect on the core beliefs you have about your domain. Then consider what you deem essential, even if it’s against the mainstream.

Seek feedback, refine your stance, and note when your insights stir reactions or intrigue in your audience. The aim isn’t to make everyone agree but to initiate thought-provoking dialogue.

3. Becoming a creator

In an interview for Authority Magazine, Amanda says that creativity defined her from a young age

“I grew up in the middle of nowhere with no technology. I was constantly creating games to play by myself on the farm where I lived. This boredom that I was able to turn into hours of fun has led me to tap into creative writing, positioning, marketing campaigns and I am equally as passionate about my children being bored as much as possible.”

After years spent working as CMO, then building and selling her business, she fully embraced the creator’s life.

But it was not as easy as it seems.

She said in a LinkedIn post that this idea of becoming a full time creator scared her because she’s diving into the unknown giving up short-term stability for the potential of long-term growth.

But now, after a few months in, based on her experience, she openly shares her thoughts about what you need to do if you want to become a creator.

Saying that you need to:

  1. Be consistent
  2. Find your audience
  3. Create offers based on your audience’s needs
  4. Create scalable systems & repeat them

You can definitely say the creator’s life suits her because she managed to build a massive audience of 150.000 people:

  • 102.300 Twitter (X).
  • 19,765 LinkedIn.
  • < 12.000 Newsletter subscribers.

What’s interesting to see is that even if we see her as an incredible person, sharing genuine knowledge, she still has doubts about her.

What we can take from this is that even the best creators feel discouraged sometimes and question themselves, but that doesn’t stop them from pushing forward.

4. Offering mentorship

Amanda is a fractional CMO for 3 businesses, and when she realized how much knowledge she has around marketing and business she decided to provide 1:1 mentor calls for personalized advice.

Plus she created the Office Hours in October 2023 which is about accountability, helping people who want to build their brand, start content creation, or want to start a side hustle.

Besides the newsletter, Office Hours has a Slack group, where people do coaching, stand-ups, send weekly learning videos, hold a monthly live webinar plus have a Q&A to help people achieve their goals.

Plus, her Office Hours was such a success, that there are already 600 people on the waiting list.

5. Sharing her newsletter

Amanda launched her newsletter 🧩 Life’s a Game in June 2023 and she shares professional growth strategies to a broad audience of more than 12.000 subscribers.

Amanda Natividad, Katelyn Bourgoin, Jay Clouse were just a few of the people who congratulated her and most probably joined her newsletter.

In this newsletter subscribers receive a deep dive that covers topics ranging from personal growth, productivity, career growth, mental health, money and relationships.

A smart thing Amanda did in this free newsletter was to point out all the other ways in which she can help her subscribers with the Break an Egg newsletter, Office Hours, and more.

Plus, she mentioned that if you have a newsletter and recommend your subscribers to follow her you will earn a commission.

This is a great way to spread the word about her newsletter and gain new subscribers.

What can B2B Creators Learn from Amanda?

  1. Embrace authenticity

Amanda’s openness about her professional journey and personal struggles and even her humorous moments about her momlife, contribute to building a genuine connection with their audience.

What we can learn from this is that being transparent and authentic builds people’s trust.

Plus sharing the ups and downs of creating a business, of a job you have, or talking about challenges or successes can make your content more relatable.

  1. Adopt a builder mindset

Amanda is a three-time fractional CMO, a two-time founder and CEO and now she’s showcasing her builder mindset creating different online businesses such as Break an Egg, Office Hours, and Life’s a Game.

Whether it’s starting a business, launching a newsletter or exploring new platforms, you need to learn to adapt, experiment and don’t be afraid to try new things.

And remember what Amanda said,

discomfort zone is critical when heading into a big decision making period. Some of the most amazing seasons of my life have come directly after something that feels insanely uncomfortable.

  1. Diversify your content and create monetizing strategies

Amanda’s approach to sharing content through newsletters, collaborations, mentorship, and social media highlights the importance of having diversified content.

By creating different types of content you will be able to see which one resonates most with your audience and build up new revenue streams by creating a paid newsletter like Amanda did with Jack.

Final Thoughts

Amanda’s journey is full of inspiration letting us all see how she builds her business in public on LinkedIn and Twitter.

What makes Amanda unique is her authenticity which helps her establish a genuine connection to her audience.

What I like about her is that she’s not afraid of experimenting and she also encourages other creators to embrace discomfort and see it as a catalyst for growth.