Knowing this would be the first newsletter of 2026, the pressure was on to make it something exciting and worth taking a couple of minutes out of your day for.
To everyone reading, Happy New Year!
Without skipping a beat, I wanted to spend time talking about the start of a new clear trend in B2B – Creator – or as many like to call it – Influencer Marketing.
This has existed for B2C brands for a long time. Think the iconic Nike Lebron commercials, or Kylie Jenner’s famous Instagram posts that would sell out full warehouses in minutes.
However, until recently, the idea that this would make its way into B2B always felt far-fetched.
You’ll see these LinkedIn Creators posting things like yesterday my pet iguana jumped in the pool, and it taught me something so important about how I communicate with my sales staff.
Well, some of the people behind those quirky status updates actually have a large following. And a ‘trusted’ following.
Partnering with these creators gives you two benefits:
- It gives you awareness to your ICP.
- It lets you borrow their trust.
That’s a Mike Tyson-level combo.
I once heard someone say that marketing your B2B product through creators is the closest you’ll get to purchasing word-of-mouth.
B2B influencers who share knowledge on certain topics have devoted followers who don’t take their recommendations and thoughts lightly, and inserting your business into their feeds gives you immense authority. Authority that the influencers take years to build can be rented in minutes.
B2C has always understood this, and, as is often the case, B2B strategies tend to lag B2C.
Let’s see how much impact this will have on 2026 budgets.
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