@brendangahanJul 28, 2026 · 0:39 · original sound - Brendan Gahan
What’s the difference between B2B and B2C, and how does it impact your creator strategy? In B2C, someone can get served an ad and complete the purchase in seconds. In B2B, you could be spending millions, the decision requires a committee, and the sales cycle is measured in months or even years. It’s always alluring to chase the account with the mass following. But to be effective in B2B, you go exact. You’re trying to reach the right people, not the most people. Relevance over reach. Credibility over clout. Depth over breadth. The casting logic inverts. As Alex Josephson, VP of BrandWorks at LinkedIn, put it: “The thought leader, the creator, the influencer needs a verifiable perspective of expertise and knowledge.” The melding of credibility, casting, and content is the single biggest predictor of whether a campaign works. The right person with 5,000 followers over the wrong one with a million. Pick accordingly. More of the conversation with Alex is in the video.
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