How to Build a Personal Brand as a B2B Marketer

The brand of the company you work for is not your personal brand. If all you talk about is the company you work for, you’re simply a mouthpiece for it, and it can stifle your individual voice. Here are three ways to develop your own personal brand while still championing your company: 1. Showcase Your Expertise: Share industry insights, trends, and thought leadership content. Demonstrate your skills and knowledge beyond the scope of your company. When people associate you with valuable expertise, they remember you. 2. Highlight Personal Achievements (these can include learnings): Share your professional milestones, successes or where you fumbled and how you recovered and grew from it. Whether it’s a project you led, a problem you solved a skill you honed, or how you fumbled, learned and recovered, your achievements and learnings contribute to your personal brand. 3. Engage Authentically: Interact with your network in a genuine way. Comment on posts, join discussions, and share personal stories that resonate with you. Authentic engagement builds trust and sets you apart. Often times, I see people talk about the company they work for constantly and they amass a following because people love the company — but they don’t know how to separate their own voice. Remember, you can have a strong personal brand and also complement and enhances your company’s brand, but the company’s brand voice is not your own. Let your unique voice be heard.

I used to think ads were the ultimate growth hack for B2B marketing. Run an ad. Get clicks. Close deals. Simple, right? Not quite. I learned the hard way that while ads get attention, they don’t always build trust. And trust is what drives real, lasting revenue. If your entire marketing strategy is built on paid campaigns, you’re renting your audience. The second you stop paying, the leads dry up. But when you build your personal brand on LinkedIn? You create something no algorithm can take away: → A community that engages with you. → Authority that positions you as the go-to expert. → Trust that translates into real business. I’ve seen it firsthand. A client slashed their ad budget by 70% after six months of consistent posting and engagement on LinkedIn. Their CEO became the #1 driver of inbound revenue. No flashy campaigns. No ad fatigue. Just authentic, thoughtful content. Does this mean ads are bad? Of course not. Ads can amplify a great brand. But if your foundation isn’t strong. no amount of ad spend will fix that. What’s one step you can take today to start building trust online? #B2BMarketing #PersonalBranding #Trust

Trying to build a personal brand on LinkedIn? Here's the biggest mistake I see new creators make (whether you're a seasoned exec or a junior marketer): Trying to do WAY too much. Unfocused doesn't perform well. You need to answer one crucial question: Why should someone in your target audience follow you? If you can't answer this with a specific value prop, you're dead on arrival. The key to gaining traction fast is becoming known for a specific thing. Get clear on what you want to be known for. For example, I've built my audience around B2B social strategy and content. People who want to improve their personal brand or content strategy might work with my agency or sign up for Bluecast (😉). Once you've identified your topic, figure out what to post. This is where tools like the inspiration feed in Bluecast can be helpful. Here's how to use it: 1. Pull up the inspiration feed under "Inspire" 2. Create a custom list based on your specific topic 3. Add LinkedIn profiles of influencers in your niche 4. Use this feed to see trending topics and high-performing content in your category Remember, you might have multiple interests, and you'll see "big" creators posting about various topics at once. But... YOUR goal is often to get job opportunities or clients. That comes from being known for a specific thing. So, pick one topic. Use tools like the Inspiration feature to feed yourself ideas on what's performing well, topics, formats, and trends in your industry. And don't try to be everything to everyone. Be the go-to resource for your specific audience in your specific topic. That's how you'll stand out and grow your following effectively.