The Problem With "Influencer" Thinking in B2B

Most influencer marketing is built for reach, but B2B influence is built for something far more powerful: real business results. In this episode, Davang Shah, VP of Marketing at LinkedIn, joins me to talk about the rise of B2B influencer marketing and why the future of brand-creator partnerships is shifting from reach to relevance. We dig into LinkedIn’s Creator Marketplace, what makes creator-brand relationships actually work, and why audience precision and deep expertise matter more than ever in driving real business results. Highlights: (00:00) Introduction (00:12) Meet Davang Shah & the LinkedIn Creator Marketplace (00:43) Why B2B creators need deep expertise (01:39) Authenticity and trust on LinkedIn (03:04) Why B2B influencer marketing is different (04:16) Creator vs practitioner vs thought leader (06:27) What makes LinkedIn’s marketplace different (07:29) From clicks to real business results (08:36) Relationships between creators and brands Resources: Hear more from me in the Stop the Scroll Newsletter: https://briannadoe.substack.com/ Connect on LinkedIn: https://www.linkedin.com/in/brianna-doe/ Davang’s LinkedIn: https://www.linkedin.com/in/davang-shah Follow LinkedIn: https://www.linkedin.com/company/linkedin LinkedIn Website: https://linkedin.com/