Not another layoff email: B2B is on fire (and we’re hiring)

Every day, another company announces layoffs.

But in B2B? Creator budgets, and our team, are growing fast.

Why?

Because while traditional ads are getting more expensive and email open rates keep dropping, B2B buyers are spending their time with creators.

That shift is reshaping marketing, and it’s why we’re both hiring and getting invited to speak on stages around the world.

🚨 We’re Hiring (again, lol): Account Manager, 100% Remote

We’re looking for someone to be the go-to partner for billion-dollar B2B/SaaS/AI brands.

This role means:

• Managing 7-figure budgets from top CMOs

• Partnering with the largest B2B Creators in the world

• Owning campaigns that can launch with a single slack message - ie. “let’s do a $400,000 campaign this month and activate at F1 🏎️”

Learn more from Jerrica’s post below (our new Director of Creator Marketing):

This isn’t a 9–5 coast job. It’s fast-moving, chaotic, and always high-impact.

🌍 Live from an international stage in Brazil: LinkedIn Isn’t Just for Job Hunting Anymore

This month, I spoke at Hotmart FIRE in Brazil, the largest marketing conference in Latin America, alongside our incredible brand partner Teachable.

10,000+ attendees. A global audience of creators. And one message:

👉 B2B brands will start signing creators like Nike signs athletes.

👉 Execs scroll LinkedIn at midnight looking for real expertise, not another case study.

👉 The creator economy is global, not just U.S.-based.

As the moderator closed:

LinkedIn isn’t just a job site anymore. It’s the boardroom. The conference stage. The marketplace of ideas.

Big shout to Olivia Owens, Kelly Song, and Giovana Carvalho for this incredible opportunity. We love Teachable and what they are doing to help creators build real businesses. Plus, our favorite campaign (9-5 Quitters Club).

Hot Topic: UGC vs. Influencer Marketing in B2B

I recently saw someone post: “Influencer marketing is dead. UGC is the future.”

And while I agree there’s a place for UGC in the creator economy, I think that view misses the nuance.

UGC makes a ton of sense for selling lower-cost B2C products:

• It’s less about who creates the content

• It’s more about how they show the product in action

As long as the content drives conversions, the creator’s identity doesn’t matter much.

But here’s my hot take: in B2B, influencer marketing is more valuable than UGC.

Why? Because B2B marketing runs on trust. When you’re selling expensive SaaS tools or enterprise products, the messenger is just as important as the message.

Think about it:

• A high school student making a UGC video on how to use Gusto for payroll
  vs.

• A credible creator like Zack Honarvar, who runs multiple creator businesses, swears by Gusto, and shares real-world examples of how he uses it.

Which one would you trust more?

At the end of the day, UGC has its place—but in B2B, trust and credibility win every time.
And one more thing: always look at the motive behind the post.

Shoutout to Social Media Managers 👏

Social media managers don’t get enough love.

They’re tasked with:
→ Monitoring algorithm changes
→ Moving at the speed of culture
→ Managing multiple channels
→ Chasing viral trends

…all while trying to prove ROI on every single piece of content.

And then their boss asks: “How can we be the next Duolingo… despite being a B2B SaaS company?”

Funny enough, we hear the same kinds of questions while running large-scale B2B creator marketing campaigns at Creator Match 🧩—except we’re doing it all with creators 🫠.

This edition of #SideQuestSunday comes from Austin, Texas, where I literally ran into the Expedia Group / Vrbo social team on the street and got hit with rapid-fire questions for their socials.

Mad respect to everyone grinding in social and marketing…. you know the hustle.

✨ What’s Next

It’s never been busier at Creator Match 🧩. And now 1.5 years in to building this business, we’re laser focused on 2 things:

1. Growing our team (see open job above).

2. Helping the most innovative B2B/SaaS/AI brands build world-class creator programs.

The only question left: