Over nine years in B2B advocacy. Scaled Gartner’s program from 0 to 250 ambassadors in six months and was recognized among the top 14 global social advocacy leaders (Ambassify, 2025).
B2B positioning on Linkedin
B2B brands don't get heard. Their people do.
Your leaders and teams as the voices your industry listens to on LinkedIn. That's where your next customer decides, before they ever talk to you.
The problem
The B2B communication model is broken.
AI only sped that up.
- 70%
- of the B2B buying journey happens before a buyer ever contacts a vendor1. McKinsey, 2024
- 59%
- of B2B buyers saw nearly identical content from two different vendors2. Edelman & LinkedIn, 2025
- #2
- LinkedIn is the second most-cited domain in AI search3. Semrush, 2026
- Only17%
- of companies produce high-quality thought leadership. The window is open.4. LinkedIn & Edelman, 2024
When your decision-maker googles you (or asks an AI), something comes up. The question is whether it's you, and what it says.
What is grav.
People who build brands.
We're a B2B positioning agency for leaders and teams on LinkedIn. We've been on your side of the table: we've worked alongside CEOs, executives and teams at large companies across Latin America and Europe, and we know what a leader can say, what they can't, and how to keep it going without taking over their calendar.
Two people who did this job from the inside.
Over ten years inside Techint's corporate communications team. Advised CEOs and executives across five countries on projects worth over USD 1 billion.
We've built and run executive and employee advocacy programs at:
Executive voices
Your leader sets the direction. We handle the rest.
We turn your executives into the voice your buyer quotes when they talk about you.
One 45-minute conversation.
We ask for the one thing we can't get without them: their judgment, their decisions, their conversations with customers.
We run the program end to end.
We take care of strategy, content and publishing. All we ask is that you approve each piece within 48 to 72 hours.
We measure what moves the business.
We track which people at your target accounts started paying attention, so you know where to push the next conversation.
In 4 posts from one leader, in one month: 1,122 reactions and 791 unique people. Among them, +25 customers, decision-makers at key accounts, and competitors listening.
Employee voices
Your team reaches the people your company page can't. Without fading out in 90 days.
Twenty people actually posting are worth more than five hundred sharing the same text. They get curated content for the whole month, with copy variants so nobody repeats the same post, and publishing takes one click.
Option A
Organic reach for company pages on LinkedIn dropped again this year. The data has been showing it for several quarters now. Personal profiles, on the other hand, are holding their reach. A post from a leader sharing something they actually lived generates more conversation than ten posts from the corporate logo. This isn't new. What's new is that more B2B companies are starting to accept that their best channel isn't their brand. It's their people. The question isn't whether content should come from people anymore. It's how to organize that without asking a busy leader to sit down and write posts. How are you handling it in your organization?
Option B
We've spent years investing in the company page. Design, editorial calendar, consistent branding. And reach keeps dropping. Meanwhile, a post from a director sharing a client conversation gets more comments than three months of corporate content. The algorithm isn't the problem. The problem is that people want to hear from people, not logos. And that forces B2B companies to rethink who produces the content. This isn't a marketing question. It's an operational one: who writes, who approves, how do you sustain it without breaking a leader's schedule?
Everyone can see who's showing up.
The ranking shows who drives conversation and who stays consistent, month to month.
See the platform demoTop 10 ambassadors
- 1
Lucía Martín
Equipo Alfa422 Interactions
4 Posts
- 2
Mateo Gómez
Equipo Beta383 Interactions
3 Posts
- 3
Valentina Ríos
Equipo Gamma337 Interactions
4 Posts
- 4
Tomás Herrera
Equipo Alfa277 Interactions
3 Posts
- 5
Sofía Díaz
Equipo Delta248 Interactions
3 Posts
- 6
Joaquín Vega
Equipo Beta216 Interactions
3 Posts
- 7
Camila Soto
Equipo Gamma185 Interactions
4 Posts
- 8
Bruno Castro
Equipo Alfa161 Interactions
2 Posts
- 9
Martina Lara
Equipo Delta139 Interactions
3 Posts
- 10
Diego Fuentes
Equipo Beta121 Interactions
3 Posts
Why grav.
We designed the service we wish we could have hired when we were in your seat.
- Corporate experience
- We know what you can ask a leader for, and what you'll have to defend internally.
- Obsessed with measurement
- Share of Voice, ABM signals, pipeline traceability, adoption. Reported every month. Nothing you have to take on faith.
- Turnkey
- Strategy, content, publishing and measurement. No internal team to build, no vendors to coordinate.
Who grav. is for. And who it’s not.
It’s for you if
- You're a B2B company where trust, reputation or license to operate carries weight in the decision.
- Your decision-makers google you or ask an AI before the meeting.
- You have leaders or teams willing to invest 45 minutes a month.
It’s not for you if
- You need leads in 30 days. The honest answer: that’s not us.
- No leader can spare 45 minutes a month. Without that, no program works.
- You're looking for a writer to turn out one-off posts. We run a positioning system.