How will the creator economy change B2B?

I stumble on more conversations every day about the creator economy and the ways in which individual influencers are changing the landscape for distribution, brand, and marketing.

The main focus is B2C, where the trends tend to be earlier and easier to spot. But there’s no reason to think those trends won’t change B2B as well.

Mr. Beast, a YouTuber, can launch a candy bar or a burger joint and break records (Yes, this is true. My kids tell me all about it). The creator has the trust and distribution. He can partner for the product.

In B2B we’ve seen some moves in this direction — software companies buying content or community businesses. But we have yet to see a pattern of influencers in B2B rolling out products to their audience beyond fairly light-weight affiliate deals.

I can’t wait to see where it goes. (And I’d love your predictions!)

New partner pod episodes

Check out the latest episodes from PartnerUp and Howdy, Partners!

In Episode 75 of PartnerUp. Andrew Gazdecki discusses how to bootstrap a partner led business.

In Episode 3 of Howdy, Partners!, the hosts discuss the concept of the Ideal Partner Profile.

What’s the haps?

• October 7th, 2022 from 2 - 4 PM ET - ROI Meets Purpose. Learn why and how you can give to win.

• November 7 -11, 2022 - PL[X] Summit, the world’s largest B2B SaaS partnerships event ever!

• Shave 10 years off of your partnerships learning curve by enrolling in Firneo’s 8-week partnerships professionals course. Early admission applications are open until Oct 12 for the next cohort.