How to use LinkedIn creators to shape perception, build trust, and speed up sales cycles ft. Aneesh Lal

In this episode, we dig into how LinkedIn creators shape perception, trust, and buying behavior in B2B — and why one-off influencer posts rarely work. We talk about LinkedIn as the modern “water cooler,” how creator credibility can shorten sales cycles, and why repetition across formats matters more than reach. Along the way, we unpack what brands get wrong about creator marketing, how the algorithm actually affects outcomes, and why the best campaigns change how a category is talked about, not just how a product is promoted.

About the guest:

Aneesh Lal is the founder and CEO of the Wishly Group, an agency representing some of the most trusted B2B creators on LinkedIn. With a background in media sales at companies like Coca-Cola and Pinterest, Aneesh brings an operator’s perspective on what works in practice. As the “Jerry Maguire of LinkedIn,” he’s built Wishly by focusing on trust, credibility, and long-term partnerships over hype.