The Next Wave of B2B Social and Influence: How Your Brand Can Keep An Edge

In a recent Reddit thread, digital marketers compared notes on what’s really working in B2B social right now. The message was unanimous: the playbook has changed. Corporate polish is out. Real voices are in.

Hire Voices That Actually Move People

Marketers are abandoning sterile company updates in favour of authentic storytelling, founder videos, and opinion-led content. As one commenter put it, “Real employee voices outperform brand content every time.”

This shift acknowledges that audiences trust people more than logos. Decision-makers want to hear from expert voices who’ve actually built something, failed at something, and learned what works.

That’s where influencers like Alex Lieberman come in.

From Newsletter to $75M Exit

Alongside Austin Rief, Alex Lieberman co-founded Morning Brew, the business media brand that transformed a college side project into a $75 million acquisition by Insider. His audience now spans more than 730,000 followers across LinkedIn, X, and YouTube.

What sets Alex apart isn’t just scale. It’s how he’s built community through transparency and real insight. He shares what most leaders won’t: the trade-offs behind rapid growth, the emotional toll of scaling, and how to communicate with clarity in a noisy market.

That kind of honesty cuts through the clutter; especially for B2B audiences tired of generic “leadership content.”

Why B2B Brands Are Turning to Influential Founders

The smartest brands are already taking a page from the B2C creator economy, partnering with trusted business voices to build credibility and connection.

Influencers like Alex go beyond basic storytelling. They’re strategic amplifiers who help brands:

• Speak to audiences with built-in trust and relevance
• Translate technical or abstract ideas into stories that land in both hearts and minds
• Humanise corporate messages through genuine perspective
• Bridge marketing, leadership, and culture in one authentic voice
• Provide cut through in a sea of AI-slop
• Are pre-vetted and pre-trusted by your audience

The Reddit conversation revealed what most marketers feel but few admit: algorithms can’t save lifeless content. Authentic voices can.

How to Harness Real B2B Influence

If your company is still relying on faceless brand updates, you’re missing the moment. Here’s where to start:

1. Book credible creators: Bring in founders like Alex Lieberman who live and breathe the space your customers care about.
2. Host conversations, not campaigns: Think fireside chats, podcasts, or short-form Q&A sessions instead of polished product videos.
3. Empower your own people: Use external influencer voices like Alex, Grace Beverley, Gary Vaynerchuk or Nick Miartis to model how your team can create their own thought leadership with substance.

These strategies don’t just drive engagement, they build authority and trust over time.

The PepTalk Take

The B2B landscape is overdue for authenticity. It’s not enough to “show up” on social media. You need people who can lead meaningful conversations that buyers actually want to be part of.

Alex Lieberman represents the new blueprint for B2B influence: smart, credible, transparent, and genuinely human. If your brand is serious about cutting through, it’s time to stop promoting posts and start promoting people. Learn more and book Alex Lieberman as a speaker or brand partner, email us at bookings@getapeptalk.com