Hi Reader,

I’m Justin and I write Brand Credential—a platform where I share insights on personal branding and marketing from my 12+ years in the industry, including leading marketing teams at startups and now a 5,000+ person tech company.

This week, I’m digging into a trend that’s reshaping B2B marketing and unlocking income and influence for creators: B2B's creator moment.

🔍 This week’s insight: B2B is having its influencer marketing moment

Influencer marketing used to be a B2C thing—beauty, food, fitness, you name it.

But that same creator playbook is now making its way into B2B—and it’s taking off fast on LinkedIn.

Here’s why this shift matters:

• Platforms like LinkedIn are leaning into creator tools, including short-form video feeds for professionals.
• Creator-style B2B content is exploding. Both from TikTok cross-posters and “LinkedIn-native” voices.
• Brands are noticing (and paying). Sponsored LinkedIn post rates jumped an average of 407% year over year, with even creators under 20K followers now earning 4x more than last year.

Whether you're building a personal brand or leading a marketing team, this matters.

The rise of B2B creators is a shift in how influence works in professional spaces. People want to hear from fellow professionals sharing insights, lessons, and tools they actually use.

That’s why we’re seeing marketers, sales reps, PMs, and founders turn into creators alongside their day jobs.

It’s also why brands are paying attention. Not just to LinkedIn creators with massive followings, but to niche voices who have the trust of a specific, targeted audience.

In this week’s article, I break down:

• Why LinkedIn is the perfect storm of platform + audience + creator trends
• How creators like Corporate Natalie, Yi Lin Pei, and Christina Le are creating prolific, profitable LinkedIn presences
• What this shift means for aspiring creators and B2B brands
• Why now is the best time to start if you're thinking about building a presence on LinkedIn

👉 Read the full article on my website and Substack.

That’s it for this week! As always, thank you so much for reading.

Talk soon,

Justin

More ways I can help

If you’d like more personal branding and marketing tips in the meantime, here are more ways I can help:

• Explore more articles on my website Brand Credential​
• Check out my latest Medium writing​
• Get my free LinkedIn Personal Branding Checklist​
• My book: The Personal Brand Blueprint