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# B2B marketers urged to copy B2C’s creator playbook before LinkedIn crowds it
- URL: https://www.medianexis.com/b2b-marketers-urged-to-copy-b2cs-creator-playbook-before-linkedin-crowds-it/
- Published: 2026-10-27T14:25:53.000Z
- Updated: 2026-10-27T14:25:53.000Z
- Description: The Drum’s Mel Henson reports that panelists at Cvent Connect Europe, including LinkedIn’s Terry Rand and The Goat Agency’s Cameron McIntyre, say B2B brands should treat creators as partners valued for expertise, not reach, before the market fills up.
- Author: The Signals Desk
- Tags: Creators, Mel Henson, The Drum: B2B creator market playbook

**Why it matters.** Brands that build creator relationships and measurement now gain a head start before LinkedIn’s push to scale B2B creator tools raises competition for the same expert voices.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=medianexis.com) *·* [*Mel Henson*](https://www.medianexis.com/tag/by-mel-henson/) *·* [*read the original*](https://www.thedrum.com/news/why-you-should-borrow-from-b2c-s-playbook-before-the-b2b-creator-market-gets-crowded?ref=medianexis.com)*.*