Speakers

SESSION TITLE

The Credibility Code: How B2B Creators Are Becoming the New Demand Engine

SESSION DESCRIPTION

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. In this session, we explore the rise of B2B creators and why credibility is the new currency of demand generation. We'll unpack the critical link between subject matter expertise and buyer confidence, showing you why the brands winning in B2B are the ones betting on human voices.

ABOUT ALEJANDRO GARCIA MEDINA

Alejandro is a Global Research Lead at LinkedIn’s B2B Institute, where he explores how brands build trust, influence buying decisions, and drive long-term growth in B2B markets. His work blends behavioral science, creative effectiveness, and commercial strategy to help marketers turn insight into impact, and more importantly, stay competitive as new generations of buyers and emerging tools reshape the B2B landscape.

Previously, Alejandro led creative effectiveness and cultural trends research at TikTok, advising global strategic accounts on how to activate with relevance and measurable performance. A trained mixed-methods researcher, he began his career in the public sector and holds an M.S. in Data Analytics from New York University.