Strategy & Fundamentals

Where B2B influence marketing stands today and how to think about it before you spend a euro. The market, the mindset, and the foundations that decide whether a program works.

Benjamin Fredj

7 min read

How Gong Used Podcast Guesting to Build a Category, Not Just a Brand

Strategy & Fundamentals

Benjamin Fredj

7 min read

How Gong Used Podcast Guesting to Build a Category, Not Just a Brand

Strategy & Fundamentals

Benjamin Fredj

7 min read

When Does B2B Influencer Marketing Actually Work?

Strategy & Fundamentals

Benjamin Fredj

7 min read

When Does B2B Influencer Marketing Actually Work?

Strategy & Fundamentals

Benjamin Fredj

11 min read

Why Founder-Led Marketing Isn't Enough: The Multi-Voice Strategy That Works

Strategy & Fundamentals

Benjamin Fredj

11 min read

Why Founder-Led Marketing Isn't Enough: The Multi-Voice Strategy That Works

Strategy & Fundamentals

Benjamin Fredj

14 min read

The State of B2B Influence Marketing in 2026

Strategy & Fundamentals

Benjamin Fredj

14 min read

The State of B2B Influence Marketing in 2026

Strategy & Fundamentals

Benjamin Fredj

11 min read

Why Most In-House B2B Influence Programs Plateau After 6 Months (and what high-performing brands do differently)

Strategy & Fundamentals

Benjamin Fredj

11 min read

Why Most In-House B2B Influence Programs Plateau After 6 Months (and what high-performing brands do differently)

Strategy & Fundamentals

Benjamin Fredj

8 min read

How to determine your ideal B2B influencer profile

Strategy & Fundamentals

Benjamin Fredj

8 min read

How to determine your ideal B2B influencer profile

Strategy & Fundamentals

Benjamin Fredj

5 min read

Micro vs Macro B2B Influencers: Which to Choose (2026)

Strategy & Fundamentals

Benjamin Fredj

5 min read