I sat down with LinkedIn's CMO. Here's what I learned. 

Great B2B influencer marketing means doing more than just paying a creator to post about your product.

Influencer marketing has its own language, and if you're briefing a creator, negotiating a contract, or reporting on a campaign, fluency in these terms is the difference between a smooth partnership and a costly misunderstanding.

After paying hundreds of B2B creators, here is what brands are actually paying on all channels.

Most influencer campaigns don’t fail because of bad creators. They fail because the brief was unclear.

The morning of the Super Bowl, I found myself at Fort Mason Pavilion in San Francisco, surrounded by hundreds of people in bald caps and suits.

Brands spend thousands on LinkedIn creator campaigns and measure success in likes.

B2B used to mean beige. Stock-photo whitepapers, "thought leadership" that nobody leads with.

B2B influencer marketing has evolved far beyond brands simply paying creators with large followings to post about their product.