The Creator Economy for B2B

A direct comparison of Thought Leader Ads and Sponsored Content on LinkedIn objectives, format, who the ad runs from, and which one to use at each stage of the funnel.

The layered retargeting structure that catches the audience a creator-run Thought Leader Ad warms up, once you account for LinkedIn's brand-awareness objective lock and its loose definition of a click.

The permission flow, contract terms, and usage rights structure for running Thought Leader Ads with creators who have never been on your payroll.

Luis Casado, who leads B2B globally at HP, on turning Real Madrid and Ferrari sponsorships into a strict 90-day attribution model — and why HP's early B2B influencer attempts missed the mark.

Bending Spoons priced its IPO at $29 a share on June 30, valuing the AOL and Evernote owner near $18 billion, without spending a cent building brand trust from scratch. They bought over 50 companies that already had it. That's the same distribution logic behind B2B creator partnerships. Most marketing teams are just running it at the wrong altitude.

B2B influencer marketing insights from Devang Shah, LinkedIn's VP of Marketing, on why 94% of B2B buyers now use AI to shortlist vendors.

Fullcast/Pavilion 2026 GTM Benchmark. 316 companies. $78B in opportunities. The results are bleak. 78.3% of sellers missed quota in 2025. Sales efficiency fell 28% year on year. The part that stands out: The data does not describe a talent problem but a perception problem

Bain and LinkedIn's June 2026 Likelihood to Buy research shows that Finance, IT, and Procurement hidden buyers controlling 50% of deal influence rarely see your content. Here is how internal SME-driven Thought Leader Ads place you on the Day 1 shortlist before formal evaluation begins.

Clay reached a $3.1B valuation by activating 200+ creators before spending on traditional ads. Cognism built a superior product and barely registers in the same conversations. The gap between them is entirely a creator strategy problem.

B2B influencer marketing insights from AJ Wilcox, founder of B2Linked, on Thought Leader Ads and building a funnel that converts.

Most B2B teams are optimising for leads and wondering why pipeline stalls. Adam Holmgren of Fibbler explains why brand beats demand gen and how to prove it internally.

A complete guide to LinkedIn Thought Leader Ads in 2026, written by someone who spent six years inside the platform managing global enterprise accounts Covers how TLAs work, how to set them up correctly in Ads Manager, how to target your buying committee, and how to build a retargeting phase that turns awareness into pipeline.

Three-time CMO Robin Daniels on B2B influencer marketing, category creation, and why organic storytelling beats paid ads for building lasting pipeline.

Sarah Adam of Wix reveals how they built a B2B influencer marketing program from scratch, scaled creator partnerships, and why creative freedom drives results.

Ashlyn Remillard of Salesforce on B2B influencer marketing, creator trust, Webby-nominated campaigns and what it really takes to reach enterprise buying committees.

Jared Carneson, Head of Social at Adobe, on B2B influencer marketing, creator selection, employee advocacy and why organic signals should lead your paid media strategy.

Olga Andrenko, Ex VP of Brand at Semrush, on how they built B2B influencer marketing from scratch in 2013 and what the creator economy looks like today.

David Walsh of Limelight joins Marcus Sherwin to discuss B2B influencer marketing, why creator-led content drives pipeline, and how brands should pick and activate creators.