B2B has its own influencer infrastructure — and it runs through LinkedIn and podcasts, not TikTok. The playbook for founder publishing, practitioner partnerships, podcast appearances, and measuring pipeline impact.
The most capital-efficient B2B demand generation strategy doesn't require a media budget. It requires a founder willing to share what they actually know, in public, consistently. Here's the playbook — including what scale actually looks like.
LinkedIn won by becoming the identity layer of the internet. 1 billion members. $16.4B in Microsoft's fiscal 2024 revenue. The input layer that determines what ChatGPT, Claude, Gemini, and Perplexity say about every executive in business. The Professional Authority hub on EPR's platform authority graph.