Creator marketing is taking over the B2B space; Reddit develops AI tools to fight spam; and Comcast-owned Sky will acquire ITV’s Media & Entertainment unit.
Tuesday, July 7th, 2026 – 12:03 am
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Business Casual
Is B2B marketing becoming a lot more, well, B2C?
One big takeaway from Cannes Lions this year was that creators and influencers have taken over as the new celebs at the conference. Creator-style marketing has also taken over B2B tech company marketing. C-suiters doing their own LinkedIn-style content, mixing in with the influencers in attendance there to hobnob with the brands that send them checks.
A growing cohort of B2B creators is dominating LinkedIn feeds, turning their expertise in marketing, tech, finance and workplace…
How creators became the talent behind marketing’s entertainment pivot. Cannes didn't so much reveal that shift as rubber-stamp it.
Also in the Forbes CMO Newsletter: Changing website strategy as AI agents come out in full force, World Cup gets attention in the…
LinkedIn is aiming to make B2B creator discovery more scalable for brands looking to tap into its growing creator ecosystem.
A showdown between Hollywood and Big Tech looms. Plus: Google is testing “Strongest match” or “Strong match” tags on certain…
Also in the Forbes CMO Newsletter: Nonalcoholic beverage brands set to score at World Cup, Target uses wellness to get its groove…
