"Arguing that B2B influencers can succeed in any sector, Wettstein asserted that anyone with a professional voice could be a creator on LinkedIn. "You can be a lawyer, you can be in pharma, you can be an accountant," he said. "The only thing that really matters is that you're passionate about your topic, and that you're interested in building a community.""
"Wettstein explained that LinkedIn creators comprised both what he termed 'homegrown talent' such as Janet Mui, head of market analysis at Brewin Dolphin, and existing creators, such as Caspar Lee and YouTuber Mr Beast, who had migrated to LinkedIn. He added that his team searched for, and supported, creators with the ability to cultivate their own voice and create content to serve LinkedIn audiences."
LinkedIn positions B2B influencers as viable across any sector and encourages professionals with a voice to create on the platform. Creators include homegrown talent like Janet Mui and migrated creators such as Caspar Lee and Mr Beast. LinkedIn scouts and supports creators who can cultivate their own voice and tailor content to LinkedIn audiences, collaborating with product teams to launch features and growth tools. LinkedIn launched a 10-week Creator accelerator in the US and India, providing a start-up fund, software and tools and planning expansion to Europe. A podcast network debuted in the US. B2B buying often involves many stakeholders and corporate timelines of six to twenty-four months.
Read at The Drum
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