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In this episode, B2B expert Nick Bennett stresses the importance of relationships, experience, and investing for the long term in B2B marketing. Nick is at the forefront of the B2B creator revolution, tune in to hear his predictions for the next 5 years in the space.

In the ever-evolving world of marketing, businesses are constantly seeking new and innovative ways to reach their target audience. One of the latest trends in marketing is the rise of B2B influencer marketing, which involves partnering with influential creators to promote products and services to their audience.

Social media platforms have given rise to a new breed of influencers who have amassed large followings and have the ability to influence their audience’s purchasing decisions. This has led to the rise of influencer marketing, where businesses partner with influencers to promote their products or services to their audience. B2B influencer marketing has emerged as a popular trend in recent years.

Businesses have realized that partnering with creators who have a strong following in their industry can help them reach their target audience more effectively. The creators’ expertise and credibility can also help businesses establish themselves as thought leaders in their industry. Benefits of Investing in Creators: Investing in creators can provide several benefits for businesses.

Firstly, creators have an engaged audience that trusts and values their opinion. This trust can extend to the products and services that the creator is promoting, leading to increased sales and brand awareness. Secondly, creators often have a deep understanding of their industry and can provide valuable insights to businesses.

This can help businesses stay up-to-date with industry trends and make informed decisions about their marketing strategy. Finally, partnering with creators can help businesses establish themselves as thought leaders in their industry.

By associating themselves with a respected creator, businesses can enhance their credibility and position themselves as experts in their field.

Modern-Day Marketing Practices that Have Contributed to the Rise of B2B Influencer Marketing: Several modern-day marketing practices have contributed to the rise of B2B influencer marketing. These include:

1. The Decline of Traditional Advertising: Traditional advertising, such as TV commercials and print ads, has become less effective in recent years.

Consumers are becoming increasingly skeptical of advertising and are turning to social media and other online sources for information about products and services.

2. The Rise of Social Media: Social media platforms, such as Instagram and YouTube, have given rise to a new breed of influencers who have amassed large followers. These influencers have the ability to influence their audience’s purchasing decisions, making them valuable partners for businesses.

3. The Importance of Authenticity: Consumers are increasingly looking for authentic and relatable content from brands. Partnering with creators who have a genuine connection with their audience can help businesses create this type of content.


B2B influencer marketing has emerged as a popular trend in recent years.

By partnering with creators who have a strong following in their industry, businesses can reach their target audience more effectively, establish themselves as thought leaders, and benefit from the creators’ expertise and credibility. Modern-day marketing practices, such as the decline of traditional advertising and the rise of social media, have contributed to the rise of B2B influencer marketing.

As businesses continue to seek new and innovative ways to reach their audience, it is likely that B2B influencer marketing will continue to grow in popularity.

Thanks for listening and hit me up if you have any questions!

Episode Transcript

My previous company.

They were like, Can you talk about us more?

And I was like, No, I was just like 98% of the content that I created Actually never mentioned Alice before, and I still drove $2 million in pipeline in two years and 60% of that closed just from creating content without ever mentioning them. Hello and welcome to another very special episode of the Confessions of a B to B Market podcast. We are joined by Nick Bennett, who is massive in the B to B space.

He has his own podcast. He has his own email newsletter. He's big on LinkedIn. Go and check him on LinkedIn, and in this call we start off understanding where he came from, which was more field and event marketing. And we transitioned into his career as a creator and his work now and his passion for the B to B creator. So let's jump right into that discussion Now, Nick, welcome to the show.

Thank you so much for having me. I feel like you're everywhere. Like wherever I look. Nick Ben's face is there. I try to be everywhere that I can. I feel like content allows you to do that to a certain degree, and I'm sure we're gonna be getting to that later in the episode.

I've also been doing my research, and I want to start off kind of where it feels like you started off in the world of marketing in field. So we're going to define that, understand a bit more about that. And then we're gonna follow your career almost because then we move more into events like and then a B M. And then also, you've become this kind of like, face of B to B.

Almost.

So I want to dig into my audience building and LinkedIn How does that sound?

That was great to me.

So can we first, like, define field marketing?

Because maybe I'm a little bit naive about this.

Yeah, So I think that there was. There's a misconception of what field marketing is. So field marketing One do was very much event driven. It was like, Hey, you would go to a trade show booth. You would pass those leads to the S. D. R. There was really no integrated approach into your go to market strategy. Field marketing 2.0 is a very much a trusted advisor to the sales team.

Sales ultimately should be your internal customer, and so events is a piece of it. But you have to think of digital creative messaging positioning brand, like all of these things, play into it, and you are the closest person to the sales team. So not only are you doing basically you pre covid. It was very much territory based where you had, say, someone in AM, East Coast, US central West.

And so they would run the territory based like a CMO. They would work with the sales team, and they would.

Basically, it was really a B M to a certain degree before a B M was cool to do people tie field marketing. Or they should be tying field marketing to revenue. And so many people weren't doing field marketing from a revenue lens before they would doing it from a lead Gen Lens got it. So the thing that stood out for me is I trusted advisor to the sales team.

So you're there to empower and even educate the sales team to close more deals. 100%.

Yeah, it's like so many times people are like, Well, you know, you have your customers, But like, really field marketers, sales is your customer because you need them to succeed at the end of the day, for you to be successful in So many organisations have these silos because sales doesn't talk to marketing.

While field marketing is your front lines, they should be talking to sales on a daily or weekly basis and talking to those sales leaders.

How do you come together under one revenue organisation to actually achieve success?

Do you have any, like, specific tips?

Because I've worked with sales teams in the past and it's a challenge for like every so from your experience in the field, if anything that you've done that someone listening can be like, I'm gonna do that tomorrow to make the sales team love me. I think that you have to build relationships first and foremost before anything, any organisation that I went into for those first, I would say 60 days.

It was really about building relationships with sales, and for me, I was in sales before I was in marketing. Now I do think a lot of marketers should try sales at some point. Or maybe if you want to go to marketing, start in sales. I don't know.

You know, maybe an S d r role. Maybe an A e whatever. But once you walk in their shoes and you can relate to them and talk to them in their language of Hey, here's how I'm gonna make you money at the end of the day Because let's be honest, sales people just want to make money.

And if you can talk their language is how you're gonna make money versus saying I'm gonna drive all these M Q l s for you. No one cares about M Q l s. But they care about money in their pocket at the end of the day. So did you then, like, narrow your focus when you went from field to events because you said events was like a subsection of field.

Yeah, it's in. The thing is, events actually move the needle more than anything, and I think covid kind of played a big piece of it of kind of accelerating virtual events. Now we're seeing more in person stuff come back as well, but events have done right, and I'm not saying that you should go out and sponsor a trade show booth and spend 250,000 dollars to be there.

Because what you're gonna do is you're gonna sit there and you're gonna scan all these leads that will come here and no one's gonna follow up, and they just want the free swag.

Now, what I do think you should do from an event perspective is focus on micro events, micro events and creating these elevated experiences for your prospects and customers. That's what's gonna move the needle, those conversations that you can't replace e virtual or in person. You capture a lot of stuff when it's, say, a group of 20 people first going back to like the big events.

Because I think you know Arthur from Chilli Piper, right?

Quite well, we had a episode that's gonna come soon. His event strategy, I think, is sick where he's doing the filming. And then that's like the social people that listening Arthur will like, go with a camera and ask questions to people. And then we also publish that content on LinkedIn, et cetera.

What do you think about that strategy, Nick?

Yeah, 100% Arthur and I have talked about this a bunch. And so before he started doing that, him and I talked about like, Hey, this is how content should tie back to your top line like digital strategy when you do events in person and we talked about, I think we were at an event together, probably last year.

Sometime, maybe early last year. And we walked around all the trade show booths and I would say, say, there was 100 exhibitors there. I would say about 93 of them were just sitting at your booth and not out trying to engage you to get you to come in. And this is March specifically. But like think about that All these people are just sitting there waiting for their prospects to come to them.

Why aren't you out there engaging, capturing that content and then distributing that content to put them at the centre of everything?

It goes back to like a people first. Go to market versus a company first, go to market. When you put the person at the front and centre of everything, you're gonna be a lot more successful. Makes total sense. Let's if you're happy to share, like the micro event playbook.

So what's like step one to pull off a great micro event?

I think it's understanding.

What are the outcomes that you're looking to achieve?

So, for example, are you looking to drive in?

Micro events usually aren't for top of funnel. They're usually for middle and bottom of the funnel kind of deal acceleration or even customer expansion, for example. So you need to figure out what is the outcome you're looking to achieve here. Now you might Sprinkle some top of funnel prospects in there because your customers are gonna be there. They're gonna be your best seller at the end of the day.

But what's that experience you want them to have so many people do?

Dinners and dinners are cool like, Yeah, you know, you could go to New York City and spend $10,000 on a dinner. Or you could rent out the Nike facility in Chicago, and you could basically get everyone to create custom Nike shoes.

I've done this before, and at the end of the day you have great conversations, but someone gets to leave with a $200 pair of Nikes that they built themselves to give for themselves or their kids or whatever.

Now that changes the whole conversation things because people are gonna remember that if you can create an experience where people are gonna remember what you did for them versus just saying, Hey, here's a 45 minute sales pitch and then, Oh, by the way, you have 15 minutes to mingle.

Uh, and I mean, people are busy. No one wants to do that.

And especially with how the economy has changed, not as many people are travelling anymore, and it's like, Why do I need to go travel to these events if I can do it virtually?

But if you create an experience of something that people want to do, then it's a great example. And I'll give you another example.

I'm doing the first ever Creators retreat in Costa Rica the first week of November, and it's 20 of US Small group, and we're getting together to basically just have master classes, workshops around how to be a better creator at the end of the day, and we rented three Airbnbs right on the beach, and we have all these excursions. It's to build relationships.

Kyle Lay's coming like Morgan Ingram like we have all these people that are coming, and we sold tickets to it.

I was like, I don't know, Are people actually gonna pay $3000 to come to Costa Rica?

And we sold out literally. I think I made two LinkedIn posts, That's it and sold all the tickets. Got it. And so that isn't for, like, any other business stuff like your thing that you're setting up. Exactly. Yeah. At the end of the day, the more I think about it, I want to build the Nick Bennett brand because ultimately that's going to create and kind of drive everything else.

But yeah, I mean, ultimately, the companies that I work for will benefit from that. But I don't want to associate it with them, because at the end of the day, people first go to market. People remember the person behind it versus the company.

Well, let's jump into this. I was gonna get to that later, but yeah, the Nick Bennett brand.

When did you start building this?

Because right now, correct me wrong. That's question number one.

Right now, we have obviously the LinkedIn presence we have the anonymous market podcast. All this stuff is gonna be linked below. By the way, if you're listening to go and check out, there's also an email newsletter.

And then am I missing something?

No.

Honestly, you got everything. It's and I'm well, actually, yeah. There's one other piece I'm writing a book on the Creator economy and B to B as well. So it's like all these things are trying to fuel. Like I want to be known as one of the people that kind of led the charge on the Creator economy and B to B.

Got it, OK, And so when did you start working on this?

So originally I started creating content. It was probably about 3.5 years ago now, so I was at a company called Clay. Kyle Coleman was my boss, very well known on LinkedIn, and we were actually in Laguna Beach at a revenue kickoff, and he talked about all the successes that he's had from LinkedIn.

He's like, you should post on LinkedIn. I love a good challenge. So I was like, All right, cool. He's like you should talk about field marketing because out of at the time. 610 million users. No one talked about field marketing What it was. The misconception how it plays into a revenue organisation. And so I did that for six months straight five days a week. Just talked about Field Mark.

Which year was this?

This was 2020.

Yeah, it was the month before covid really hit in the US because I was like, it was February of 2020 and then march like basically everything shut down. Cool. And so that kicked off the journey.

He did that for six months, and then I guess he started building the audience getting followers and then what happen next?

Yeah, basically, there was a lot of silence for the first, I would say almost a year it was, you know, I was creating content, but I was getting like three likes four likes, maybe a comment.

And it was usually a friend and I was like, Is anyone actually listening to this?

And then people start d ming me saying, Hey, this is really helpful because this is programmes that I'm actually implementing into my strategy or people that want to go into field marketing.

I was like, OK, there's lurkers out there, those lurkers it's resonating with And so I said, You know what?

Ultimately it allowed me to start to talk about account based marketing, customer marketing. And I was like, I'm at a point where 3.5 years later I feel like people followed my content for me. At the end of the day, I could talk about I mean, I hate to say, but I can say the sky is blue and there's probably gonna be people that like it, and there's no value in that.

But I've always tried to lead from a value first perspective in the content that I create, and if I could help one person a day that I feel like I've done a good job, and that's always just kind of been the content that I've worked on, and it's just allowed me and snowballed into all these additional projects just from showing up every day.

Have you posted every day for the last three years?

Yeah, yeah, I have.

Actually, it's I took. I burnt out pretty hard. I think it was last summer and I was actually going on vacation. My first vacation in, like, four years with my wife and my daughter at the time.

And so I was like, You know what?

I'm taking like two weeks off from like LinkedIn and I just completely deleted the app, shut it down. And it was, like, so needed, because I was like, Listen, if creating content ultimately feels like a job and you're not being paid for it, I don't want to do it. I want this to feel like something that it's fun to do.

It's a creative outlet for me, and when it starts to become feel like, monotonous, and it's like I gotta think of something to post. I gotta think people are counting on me all these things. It's not fun. And it was always my mindset. And so outside of that and outside, maybe the week between Christmas and New Year's, I would usually take that week off.

Yeah, I've posted every day and sometimes two times a day. I mean 2022 the end of 2022 all of 2023.

So far, I've been posting two times a day Monday to Friday. Love it. How much more leverage does this give you in like negotiations when you're taking a new role. But he's had a couple since he started that I'm not. I can imagine. It's just right, Yeah, 100%.

It's nice to not have to apply to roles and kind of have your choices of what you actually want to do and have roles actually created for you.

I mean, my current role at Air Me wasn't an open job description. We created that role together. I wrote the job description of what I think it should be. And so it's allowed me to say, Hey, listen, not only you sell marketers, I am a marketer. I understand the pain points that you're looking to solve.

But I also bring 55,000 other people that will see my content and click my profile and see that I work for air meet and drive ultimately inbounds for you. So it gives you a lot of leverage to basically be very selective.

And in the world of tech today, where there layoffs feels like every day, I don't worry about it because I'm like, you know what?

I'll just go either do my own thing or I'll reach out to a few people I know and be like, Hey, you're willing to create a role for me or hire me and more than likely, I'll be OK and last resort I could post on LinkedIn.

Hopefully, I would get a bunch of D MS people wanting to chat, even a formalised right in your job contract. It's not like you have to do one post per month that mentions us. I assume it's just you'll do whatever you want with your content. You probably managed to negotiate like a higher compensation. Exactly.

Yeah, I don't put anything in there regarding, like, I have to talk about you a certain number of times. And I've actually, you know, my previous company.

They were like, Can you talk about us more?

And I was like, No, I was just like, 98% of the content that I created actually never mentioned Alice before, and I still drove $2 million in pipeline in two years, and 60% of that closed just from creating content without ever mentioning them. And I'm just like again, people follow the person and they buy from people. I'm just gonna add value through things that I'm working on and hopefully help others.

If they have a need, they're gonna reach out because they're gonna remember your name. I love that you have the stats on the pipeline driven from the last road. I bet that was very powerful. If we go longer term to be like Nick Bennett full time Yeah, it's definitely in the cards. I'm trying to figure out what that actually looks like.

I've been writing some posts that have kind of hinted like, Hey, what do you actually need to become a full time content creator in 2023 in my newsletter. I'm actually writing because I have a lot more thoughts on that.

Like I'm writing a deeper piece of like if you want to go full on and be a creator in 2023 just say like, Hey, this is what I'm gonna do How am I go like, what do my revenue streams look like?

And for me, it's brand deals. It's advising a little bit of consulting and then the podcast sponsorships, and it puts me in a really good spot. And honestly, those have been a side hustle for me for so long, but it's a sizable side hustle where I'm like Wow, actually, I think I could, like, do this full time.

I just I get cold feet sometimes worrying, You know, now that I have three kids and I'm like, Oh, you know, you got a family to provide for us. So we'll see. Yeah.

Congrats on the two babies you had recently, right?

Yeah. Yeah. Two twins. Yeah. So they're 10 weeks old, so it's exciting. Incredible. There's picks on Nick Linkin, if anybody's wondering.

Yeah, I did see recently on, And also that the much revenue stream is being discontinued.

Is that correct?

It is. Yeah.

Well, the funny thing is, I actually made $0 off of any of that. It was a nice kind of added benefit because I wanted it for myself. But mavens as a whole is gonna be pivoting, kind of like shutting down the creator pages and moving to more of an integration to the websites. I don't have a website anymore, so I'm like, I can't really do that.

And I was like, You know what there's been, I think since I launched it, there's probably been about 100 and 50 people that have bought stuff, and I was like, That's cool. Like again. I've made $0 on any of that, but it's so nice to see the pictures of people that will, like, send me pictures and be like, Hey, look, it's just like, cool Like, you know, I came up with that tagline.

Now it's like people embracing it. So I think I either saw so 10. Or maybe I counted but roughly 50 guest podcast appearances. I assume that's been over the past three or so years. Since you've been, like, focused on this. Yeah.

How impactful?

Well, a How do you do that?

B.

How impactful has that been in, like growing your profile?

Do you think?

Yeah, it's been, I think it's been very, very impactful. And I think one of the pieces were like originally a lot of the podcasts I did early on were about field marketing, because again no one was talking about it. People want to understand what it was.

Ultimately, that transition to account based marketing people were like, Hey, what does your A B M playbook look like?

Then I started to do a little bit of customer marketing and then it was like around like, this whole creator economy.

And now it's just kind of like What do you think about like everything?

And like those for me, it's really good because one content lives forever. And it's like I can now take clips from this and like all these things and basically put it on YouTube, which I'm a huge believer on YouTube shorts and like Instagram rails and tiktok and then use it for LinkedIn.

It's like, Great.

Now I have all this distribution from this content that will ultimately fuel, hopefully people clicking, say, my link tree and seeing all these additional, like my newsletter and all these additional things that maybe you want to learn about, and then you reach out to me and say, Hey, I would love to do Maybe some type of of partnership together or some type of advising and everything that's come to me so far has all been inbound.

I haven't outbound it on anything which has been really nice, and I think all this content kind of fuels that for sure, like clearly, two kids full time job, various side hustles. What's like the productivity system.

Like what time are you waking up?

Do we like When are we doing different types of work?

Yeah, So before when I was creating for LinkedIn for so long, I would basically write the post, like in the moment. And it would take me no longer than five minutes. I would put it out there if there was grammatical errors. Cool. No worries. But since I would say probably for the last six months or so, I've started scheduling my content.

Now that LinkedIn kind of natively released that because I didn't trust any of the other platforms. But now that LinkedIn has it, I was like, All right, cool. I'm gonna actually put it out there. So what I usually do is like, I'll write all my content on, say, sunday night or something. I'll schedule it out for the week, so I don't have to think about it.

And I can kind of go around and still engage with people, but I know that.

All right, Cool. At eight AM or nine AM. My time there's gonna be a post. And then eight PM. My time there's gonna be a post. And then I can kind of just jump in and continue those conversations. And then I usually scroll throughout the day. If there's interesting stuff that I see, I'll jump in. If I could add value, add to the conversation.

But I definitely try to time block stuff, and it's LinkedIn can be a time suck if you don't use it properly. And mostly, I mean, just like any social media platform, you could sit there for hours and just scrolling, and then you're like, Whoa, two hours went by and like, I was supposed to do 30 other things.

So if you time block it and fit it into your schedule, like on your actual calendar, it makes it a lot easier makes total sense. And then I guess if you have that, it seems like the posting is the core like activity for everything else.

Really?

I guess it drives podcast down lays it will bring in sponsorships. It probably helps you produce content for the news that are so once you've got that done on the Sunday night, then, like everything else, seems to flow from that.

Would you agree?

Yeah, 100%.

Yeah, it's been nice to not have to worry as much about like creating the content.

It's like, all right, cool.

I can understand the framework that I'm looking to do And I think Justin Welsh does this really, really well of like, I've talked to him a bunch and he's like, I sit down on a Saturday and I write like a bunch of stuff out For weeks, I was like, Oh, I could never do that At the time I was just like It's not me and life happens and life gets busy and it's like Sometimes you need to change your work style and especially when you're moving up.

I'm in a senior director role now. I had a team of five people and that looks to expand. It's like hold on like I can't balance all of these things if I don't have, like, processes and frameworks in place makes total sense. Let's talk more about the creative trip.

So this is something that you doing like under your own personal brand, and you're like organising everything and you sold the tickets and then you're like doing the agenda.

Yeah, so I'm partnering with her names, Kelsey and Kaha, so like I'm working with them because I was planning on doing this in back in 2022 in the US, and I was like, You know, we should create a marketing creator house the best B to B marketers. We pay for everything, we get sponsors and we just do it.

And I was like, I ran into so many legal troubles from a contract perspective that I just ran out of runway. But Kelsey and Kai wanted to sponsor it at the time, and it just didn't work out.

So they're like, What if we help front the money for a lot of this stuff and like we logistically plan it?

We have the legal teams that handle all of it, and you still be the host. I was like, Oh, 100% I'm in. And so Kelsey went out to Costa Rica for, like, kind of scouting, and she basically found these air B n BS. And like she was sending me the pictures, I was like, Oh, my God, these things are beautiful.

And so now we're gonna do we have these workshops planned like one around YouTube, for example, how do you get better at creating content for YouTube because a lot of B to B marketers know that's the way that things are kind of progressing. There's some around, like just different types of work styles.

Ultimately, we want people to leave and say, Hey, I'm a better creator personally right now And this is gonna help me with these relationships that I've built to hopefully progress things out. And ideally, we do this every year, maybe twice a year. But we're gonna test it out. And we're gonna create a lot of content in person when we do this like Todd Klauser coming from lavender.

So like we have a lot of people that are really, really good at video and a lot of good content creators, we're just gonna kind of see what unfolds over a four day period.

So who is the company that wants to sponsor it?

Please give them a shout out.

Yeah, it's demand OS. They used to be brand, but yeah, demand OS. It's again kaha super cool dude and, um, Kelsey, who works for him. So we're all kind of going on this together and seeing what happens. But she planned the agenda. She's logistically planned. Everything because again I was like One of my biggest flaws is I'm not good at delegating.

I try to, like, take everything on and I've realised, as I've kind of progressed in my create that, like delegation is very, very important if you want to be successful, for sure. And so demand. OS presumably sell software to B to B marketers, so they're going to get exposure to the audience of all they created in theory through the programme. Exactly. Super interesting. Like a way to spend marketing budget for demand.

OS versus like getting a store, a dream for us dropping 20 grand on LinkedIn ads, you know what I mean?

So it's super interesting to see how that goes for them.

Yeah, excited, too, because I do think that, like, I want to see more companies investing in creators and you're seeing like from an influencer marketing perspective.

And I mean, there's always been a so one sided piece of it where the brand says to the influencer or the creator, Go do this because this is what my like deliverables are, but it should be very much more of an integrated strategy where it's like, hey, these are the topics that we want to talk about.

What are your thoughts on?

How could you add value there without making it sound like a sales pitch at the end of the day, too?

Yeah, Super interesting also had Todd on. I think the is coming out this week because he's really into this stuff like you are. I think Todd and I talk often, and I've known Todd for a while now, and he's good. I learned a lot from him from like a video perspective. He's taught me a tonne on Tiktok, but now, like from a YouTube perspective as well, he's taught me so much.

You think he's the funniest guy in B B mocking. He's probably the worst marketer in the world. Exactly.

So if we're forecasting for, let's say, 3 to 5 years, how do you see the B to B influence of space evolving like, What are we gonna see and do you reckon it's gonna like triple or double in the next 3 to 5 years?

I think that we're gonna start to see mass adoption, at least in Martech and sales tech, probably within the next 2 to 3 years. I think like Fintech, and a lot of these other industries are probably a bit further out because they don't. It's tougher from a regular perspective and like audience, and they may not be on LinkedIn, but they may be on Reddit, for example. So it's understanding that piece.

But I do think we're gonna start to see mass adoption. And what it's gonna look like is it's gonna be very much an integrated approach, or you're gonna have marketing teams start to hire creators. And I know lavender didn't do this on purpose. But if you look at the entire lavender marketing team, they all create content. They're all out there. They're all speaking at events.

Look at, I guarantee you, if you went to look at, like how much like lavender is like from like a search perspective, like exploded since all these people were hired, it's gotta be through the roof like I see them everywhere I turn and they're Jen, you know, Todd, they're all amazing. People even will let both wills now like out there in will a. I mean three are out there creating content.

It's like you see them everywhere, and I think more B to B brands, understand modern day marketing and marketing leaders that are hopefully are willing to try something new and not just stick to the old playbook are gonna be willing to bring creators on full time to help fuel that strategy because they might still specialise in something like Think of Todd.

He's really good at video, but he's probably playing a bigger piece of that.

And it's like, How do they fit in from a specialisation standpoint, but fuel the amplification to everything else that they're doing?

So what essentially is gonna happen?

Like if your prediction is correct and these marketing leaders are gonna look to work with more creators, That means that the cost of the creator is gonna go up if supply isn't increased. So presumably, like creators like yourself, are gonna become more valuable, like the cost to pay you. If that's possible to do, an ad would go up.

But then, as more of this happens, then more of these people are gonna start creating content and more creators will arrive. And I guess one thing that you're doing is looking to accelerate the supply of creators. Exactly.

Yeah, and you know it's B to C has obviously nailed this really well. They understand the influencer model, and I feel like B to B is lacking.

But some companies do this really, really well and are starting to figure out like, Hey, why continue to invest in like a corporate handle posting from LinkedIn that someone's probably not gonna read when I can say, have these 10 creators that work for me and they still do other things within the organisation.

But those 10 people are all of a sudden driving millions of impressions per month and think about how many clicks they're getting now. Think about what you would spend from like a paid media perspective on that, like you'd be saving a lot of money because you could cut your paid budget down a good chunk and invest that into the creators because you're ultimately borrowing trust and authority from their audience, too.

Makes total sense, and your mission also makes total sense Now, like if you can accelerate the creation of these influences, it's gonna accelerate your vision to for three marketing influences to explode 100% would you say that's like your like life post at the moment, I would say it's a big piece of it.

I just want people to be aware of, like the Creator economy and, like, I guess, accelerate the growth of the creator economy in B to B specifically. And I think you see some people adopting this, but like so many people don't even know where to start.

They're like, if I wanna work with, like, a creator because I got this question yesterday It was like they were in Fintech, actually, and they were like, Where do I even find people that I want to like work with?

And because there's no platforms like B to C like B to C, you could be like All right, cool. I'm a brand. I want to go find these 10 influences that I'm gonna work with, and there's probably like, 20 platforms out there to do that, and B to B.

There's no platform that currently exists that can do this and do it well, because people don't know how to monetize it from a B to B perspective. I know people that have tried to build them, and it's fizzled out. But think about that. If you could create a platform that ultimately brands could subscribe to and be like.

All right, cool. I wanna go work with these 10 creators. You get all their information, you can see it all. You can basically communicate with them on this platform. That would be cool. I have no interest in building that, but I would like to see someone build it.

Yeah, it makes total sense. I'm also thinking, like, talent agency, but for B to B influencers, that's the thing. 100%. That's on my, like, new my new business ideas trailer card. Amazing.

Nick, thank you so much. So we're gonna link to everything below for people to check you out. It's been a bit of a journey. We talked about field events and then, obviously your thoughts on B to B Super excited for the event. I'm sure there's gonna be a lot of posts about that on LinkedIn. Right.

Where does that happen?

Yep.

Uh, November first through the fourth in Costa Rica. So there will be a lot more content coming out, and then a lot of content post that we'll be sharing, too. That hopefully gets more people excited about doing it next year for sure. We'll link to demand f just for, like, just purely having the Bulls to go and set this up. I think it's really cool.

But, Nick Yeah, Thank you so much for your time. I really appreciate it. I read it up the episode. I appreciate you having me, Tom. It was a blast. Alright. And thank you, Nick, for coming on and sharing all your wisdom regarding event and film marketing, but also about the world of B to B creators. We truly appreciate it. If you listening.

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