2026 Outlook on B2B Creator Marketing & B2B Social Media Strategy
Custom Influence Founders Kristen Sesto & Guy O'Brien sit down to discuss what really changed in B2B creator and influencer marketing in 2025, and what senior marketers need to understand heading into 2026.
This is a candid, founder-level conversation covering:
-Why enterprise brands are finally embracing creators
-What real ROI looks like in B2B influencer marketing
-The truth about long-term creator partnerships
-How LinkedIn, paid media, PR, and AI are colliding
-And why treating creators like performance ads is a mistake
If you work in B2B marketing, brand, comms, demand, or social, this episode will help you separate hype from reality and build creator strategies that actually work.
The OfCom report discussed in this conversation can be downloaded here: https://www.ofcom.org.uk/media-use-an...
👇 Use the chapters to jump to the sections most relevant to you.
Chapters:
Intro & episode setup
Kristen and Guy explain the format, the focus on B2B creator marketing, and why a 2025 review matters going into 2026.
Permanent shifts vs temporary trends in 2025
What actually changed last year — and which shifts are here to stay.
Enterprise brands entering creator marketing
Why bigger, established brands are finally loosening control and embracing creators.
Creativity finally catching up in B2B campaigns
How campaign ideation levelled up — and why copying consumer tactics (thoughtfully) works.
Event-led creator marketing takes off
Why creators covering B2B events (before, during, and after) became a breakout success.
Proving ROI: the Monday.com enterprise campaign
A concrete example of creators driving real business outcomes — not just impressions.
Why creativity is the hardest (and most avoided) part
The danger of “rinse and repeat” marketing and playing it too safe.
Which B2B verticals performed best in 2025
Marketing, AI, cybersecurity, and professional services — plus why mindset matters more than sector.
Discovery enablement vs sales enablement
Why modern B2B marketing is about inviting audiences in, not forcing conversion.
The myth of long-term creator partnerships
Why always-on creator relationships aren’t realistic for most B2B brands (yet).
The creator’s perspective on long-term deals
Why creators are cautious about being locked into year-long brand relationships.
What “good” looks like in B2B creator marketing
The importance of a clear strategy, defined outcomes, and alignment across teams.
Where creator budgets should actually come from
Search, PR, paid media, and social — and why LinkedIn now plays a bigger role in discovery.
Paid + organic: the real opportunity for 2026
Why influencer content performs best when credibility meets smart paid distribution.
AI, content sameness, and avoiding ‘AI slop’
How creators are becoming the antidote to generic, AI-generated brand content.
Brands doing AI marketing well
Examples like Veed and Fiverr — and what B2B marketers can learn from them.
Why influencer marketing ≠ performance marketing
A strong closing rant on why reducing creators to CPCs and CPAs misses the point.
Final thoughts & wrap-up
What senior marketers need to take into 2026 — and what’s coming next on the podcast.