The Marketing Millennials How To Win in B2B Social in 2026 with Chris Cunningham, Founding Member at ClickUp | Ep. 378
Dec 26, 2025
In this engaging discussion, Chris Cunningham, founding member of ClickUp, reveals the secrets behind their groundbreaking B2B social strategy. He argues that B2B brands should embrace B2C trends early on and explains ClickUp's efficient content production cycle. Chris highlights the power of creator-led pages and employee-generated content while advocating for a creative environment that encourages improvisation. With unique insights on how to maximize organic impressions, this chat is a treasure trove for marketers looking to innovate.
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Copy B2C Early To Win In B2B
- Trends that work in B2C will usually work in B2B later, so copy B2C early.
- Bet on creators and consistency to win daily attention rather than one-off paid placements.
Hiring One Creator Sparked Scale
- Chris hired a mid-tier creator named Luke to pilot TikTok content and initially worked with him directly.
- After a few months of viral videos they expanded and hired creators full-time to scale the motion.
ABCD Formula For Content Mix
- Use the ABCD formula: A = repeatable hits, B = proven formats adapted, C = trends, D = experiments.
- Allocate weekly mix: many A's, a few B's, occasional C's, and one D to discover new hits.