B2B Creator Marketing: How WP Creative Group is Rewriting the Rules of B2B Content

Speaker: Dennis Quinn, Creative Director at The Washington Post (US)

Branded content has long relied on subject matter experts to establish credibility, particularly in B2B marketing. WP Creative Group initially leveraged industry leaders and researchers but later adapted to platforms like TikTok, where creator-experts became essential for effective branded storytelling. This shift proved successful for major brands such as United Airlines, Pfizer, and AT&T Business. As the focus on B2B content deepened, a new opportunity emerged—why not apply this model to LinkedIn?

This led to the development of Postworthy, WP Creative Group’s LinkedIn-first B2B Creator Marketing solution. Rather than relying on traditional influencers, Postworthy collaborates with real industry professionals—CTOs, healthcare administrators, and IT leaders—who bring firsthand expertise and credibility to branded storytelling. This session will explore how brands can leverage industry voices to create thought leadership that resonates.

You will leave this session understanding:

• The evolution of branded content—from subject matter experts to TikTok creators to B2B Creators on LinkedIn.
• The growing importance of trust and authenticity in B2B marketing and why traditional influencer models fall short.
• How brands can co-create thought leadership with industry professionals to drive engagement and credibility.