The Rise of In-House B2B Creator Departments

Season 2, Episode 1 – The Rise of In-House B2B Creator Labs

The era of the faceless B2B brand is officially over.

In this opening episode of Season 2, we explore one of the most significant shifts in B2B marketing today: the rise of in-house creator teams, Creator Labs, and Influence Hubs inside enterprise brands.

More than 68% of enterprise B2B companies now employ or contract full-time creators. But why is this happening now? And what does it change for thought leadership, storytelling, sales alignment, and influencer marketing as a whole?

In this episode, Sam and Russ break down:

• Why B2B brands are moving from logo-led communication to people-led influence

• How internal creators impact LinkedIn engagement, visibility, and prospect trust

• How Creator Labs are structured and why they operate more like a newsroom than a traditional marketing team

• The frameworks used to translate expert knowledge into engaging, high-performing content

• The core skills that define a strong in-house B2B creator today

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This episode is essential listening for CMOs, marketing leaders, B2B founders, influencer marketing professionals, and creators who want to understand where B2B influence is heading and how to build trust at scale in a noisy market.

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