LinkedIn launches creator marketplace to professionalize B2B influencer marketing

LinkedIn’s 2024 B2B Marketing Benchmark report highlighted the rapid rise of creator‑driven content and short‑form video on the platform, noting that marketers now rely on personal branding and expert voices to capture professional attention. Building on this shift, LinkedIn has introduced its first Creator Marketplace – an alpha‑stage tool available to a limited set of brands and creators in North America and English‑language content. The marketplace lets advertisers search for creators by expertise, audience demographics, performance metrics and thematic relevance, and it surfaces existing organic or sponsored mentions for amplification.

LinkedIn reports that 82 % of B2B marketers say working with creators boosts brand credibility among decision‑makers. Alongside the marketplace, the company unveiled BrandWorks, a new team of brand, creative and event specialists to help advertisers design and execute campaigns on the platform. The initiative reflects a broader move from traditional brand‑centric messaging to a model where specialized professionals serve as trusted influencers throughout long‑cycle B2B buying processes.