Most marketers are still figuring out how to actually make influencer marketing work — The “Jerry Maguire of LinkedIn” figured it out and built a business around it.

In this episode of Reed Between the Lines, I sit down with Aneesh Lal, founder of The Wishly Group, the largest B2B creator agency in North America. From managing 75 campaigns a month to representing names like Kevin “KD” Dorsey, Jen Allen-Knuth, and David Meltzer, Aneesh is rewriting how brands and creators work together – and making millions in the process.

He shares what marketers get wrong about pilots, why most campaigns underperform, and how to pick the right creator for your ICP. We also talk about the personal bets he made to launch Wishly and the mindset that keeps him focused on long-term wins over short-term money.

Press play to discover:

• How Aneesh turned a side hustle into a category-defining agency
• The real reason brand pilots fail (and what to do instead)
• Why demand for B2B creator representation is exploding
• How Aneesh sells six-figure campaigns that marketers feel good about
• The trait every high-earning creator has in common

If you're in B2B and serious about influencer marketing, you’ll want this one in your queue.

⬛ Get started with Goldcast: https://bit.ly/42bgdJo

⬛ Partner with Share Your Genius: https://shareyourgenius.com/
⬛ Follow Aneesh on LinkedIn: https://www.linkedin.com/in/aneeshlal/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: yo@thereeder.co

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/

🟩 TikTok: https://www.tiktok.com/@the_reeder

(00:00) Welcome to the Show

(02:24) Leaving Pinterest to Start from Scratch

(04:48) The $50K Brand Deal That Changed Everything

(08:06) Early Signs Creator Marketing Was a Real Business

(10:09) What Makes a Top-Tier Creator Valuable

(14:38) How Aneesh Signed the Real Jerry Maguire

(17:06) Why Aneesh Goes All-In on His Creators

(25:06) Structuring Influencer Deals That Actually Work

(29:12) Big Mistakes Brands Make in B2B Influencer Strategy

(30:52) Why Creators Sometimes Flop in Brand Deals

(37:53) How Aneesh Qualifies Creators for Wishly

(44:01) Why Overthinking Influencer Choices Can Cost You

(54:56) Things to Watch Out for in Creators

(01:00:17) What’s Next for B2B Creator Marketing

The standard playbook wasn’t enough for Jess Cook, so she wrote her own.

In this episode of Reed Between the Lines, I sit down with Jess, Head of Marketing at Vector, who leaped from leading content to running the entire marketing org. Her career move wasn’t about climbing the ladder. It was about finding creative freedom and proving that brand and storytelling deserve a seat at the table.

From her early days of writing jokes on McDonald’s Happy Meal boxes to bold campaigns at Vector, Jess shares what she’s learned about standing out, taking risks, and building marketing that connects with people.

Press play to discover:

• How Jess turned frustration into fuel for becoming Head of Marketing
• Why B2B marketers should borrow more from B2C playbooks
• The creative thinking behind Funnel Vision, Vector’s eye-catching launch
• What to do when leadership doesn’t understand or value the brand
• The simple method Jess uses to get buy-in on big, bold ideas

If you’re a marketer looking for inspiration to push your career and creativity further, you’ll want to hear this episode.

⬛ Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Jess on LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: yo@thereeder.co

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/

🟩 TikTok: https://www.tiktok.com/@the_reeder

(00:00) Welcome to the Show

(04:29) Frustration with Execs Undervaluing Content

(07:36) Recognizing Patterns and Knowing When to Leave

(10:46) Choosing Between a VP Role or Going Solo

(12:22) Why Storytelling Beats Demand Gen in B2B

(14:29) Writing McDonald’s Happy Meal Jokes at 21

(18:18) Headline Formulas That Connect with Audiences

(21:34) Studying the Greats to Sharpen Creativity

(25:20) The Rice Krispies Super Bowl Pitch Story

(28:25) Selling Big Ideas with Names Like Ninja Kick

(30:44) Funnel Vision Launch with Ghost Laser Eyes

(35:22) Canceling Funnel Cake Podcast Days Before Filming

(40:03) Adding Affirmations to Make Marketing Fun

(44:50) Testing Bold Ideas to Get Executive Buy-In

Most marketers play it safe. These two don’t.

In this premiere episode of Reed Between the Lines, I sit down with Adam McQueen and Grayson Ottenbreit from Klue — two marketers who’ve turned B2B content into something people actually want to watch. And no, that’s not an exaggeration.

From a surprise invite to be on the show to the behind-the-scenes of their viral hit Klueless, this episode is packed with real stories, smart tactics, and a lot of laughs.

Press play to discover:

• How Klue built a culture that rewards creative risk-taking
• What it really takes to get executive buy-in on non-traditional ideas
• The story behind Klueless, a parody-meets-product mini-film that makes B2B fun (and effective)
• Why marketers need a system to fuel creativity, not just ideas
• The creative process behind Coffee & Compete, and how to use video to build an audience and a pipeline

If you're trying to do brand marketing that doesn’t get ignored, this one’s for you.

⬛ Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Adam on LinkedIn: https://www.linkedin.com/in/adam-mcqueen-%F0%9F%94%8E-032a5b10b/

⬛ Follow Grayson on LinkedIn: https://www.linkedin.com/in/graysonottenbreit/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: yo@thereeder.co

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/

🟩 TikTok: https://www.tiktok.com/@the_reeder

(00:00) Welcome to the Show

(01:47) Pitching a Bold Idea Directly to the CEO

(07:05) Earning Creative Freedom Without a Marketing Resume

(11:15) How a Ridiculous Skit Landed Grayson the Job

(14:54) Why Reposting Content Actually Works

(19:18) Behind the Making of Klueless

(25:20) From Script to Screen: Klueless Creative Process

(30:49) Premiering a B2B Skit to Live Customers

(36:03) Why Using Employees Makes Content More Relatable

(42:40) Scaling Video with a Tight Process

(49:57) Klue’s Newsletter Strategy for Audience Growth

(55:44) How Klue’s Team Scales Weekly Video Content

(01:00:24) Posting by Persona to Boost LinkedIn Reach

(01:04:55) Unreleased Projects + Bold Ideas They're Cooking

(01:09:25) How to Pitch Bold Ideas Internally