@brendangahanAug 10, 2026 · 1:03 · original sound - Brendan Gahan
The calculus is different in B2B. B2C tends to be mass marketing whereas with B2B your target audience is generally much smaller, sometimes only a few thousand people. Typically there's a committee weighing in rather than a single buyer. Most of them aren't even shopping at any given moment (nobody impulse buys a SaaS platform). These purchases get revisited once every year, or two, or three. So what actually drives impact? Three things. Whether you're reaching the small group of people who'll actually approve the spend, whether the content resonates, and whether the creator carries credibility with that specific group on that specific topic. Follower count isn't the deciding factor. People have their careers on the line. Someone evaluating a SaaS purchase knows their boss will scrutinize that decision, they know they could be stuck with the thing for years, and nobody wants to stick their neck out for something that isn't going to work. As a result, an endorsement from a hyper credible peer with established credentials matters a great deal. Therein lies the power that LinkedIn provides. On LinkedIn people just tell you what they do, where they work, what they're skilled at, their expertise. As Alex Josephson, who runs BrandWorks at LinkedIn, put it, it's a "real verifiable signal for the marketer." Contrast that with other platforms where you're guessing at a creator's audience based on interests and lookalikes and whatever gets inferred. All of this gets more important once you're layering paid media on top to scale and target the activation. You're paying to put that content in front of more of exactly the right people. Get the casting wrong and it doesn't matter if you're reaching a million people if you're not talking to the right people. Relevance over reach. Credibility versus clout.
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