The rules of B2B marketing have changed. Decision-makers don't want to be sold to; they want to be educated by people they trust. The rise of B2B creators has fundamentally shifted how demand is generated and credibility is the new currency.

In partnership with Ipsos, we conducted a creative audit of creator-led B2B ads on and off LinkedIn, leveraging their AI-powered creative analysis tool to go beyond assumptions and into evidence. Analyzing a robust set of creative tags and key performance indicators (including attention, emotion, and distinctiveness), we built a data-backed picture of not just whether creator content works, but precisely how and why it resonates with B2B audiences.

In this session, we'll walk you through what the data revealed: the creative signals that drive engagement, the emotional triggers that build lasting credibility, and the practical framework for how B2B brands should activate creators, not just to generate awareness, but to earn trust at every stage of the funnel. Come ready to rethink what great B2B content looks like, and who should be making it.