Big Day for B2B: LinkedIn Launches Creator Marketplace and BrandWorks

LinkedIn has taken a major step into the creator economy with the launch of its Creator Marketplace and a dedicated BrandWorks offering — effectively building an in-house creative and influencer marketing service tailored for B2B brands.

Announced on June 10, 2026, these initiatives aim to solve one of the biggest pain points for B2B marketers: finding credible, professional creators who can influence decision-makers and building high-performing campaigns around them.

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Creator Marketplace: Discovery and Partnerships in One Place

The new Creator Marketplace, now available inside LinkedIn’s Campaign Manager (initially in alpha for select brands and creators in North America, English-only), lets brands easily search for and collaborate with vetted creators.

Key features include:

• Searching creators by topic, expertise, and niche.
• Evaluating profiles based on audience demographics (job title, industry, etc.), performance metrics, and content fit.
• Identifying both organic and sponsored creator content that can be amplified through LinkedIn’s ad products (including Thought Leader Ads).
• Direct access to creator contact information for custom partnerships.
• Self-serve activation of premium video inventory via BrandLink.

Creators can opt in to make their profiles discoverable, showcase their best work, set contact preferences, and maintain control over partnerships.

The goal is to make trusted professional voices more visible and monetizable while giving brands a streamlined way to tap into authentic influence.

This is particularly powerful in B2B, where credibility matters more than reach. According to LinkedIn’s 2026 Global B2B Marketing Outlook (YouGov survey of 1,299 B2B marketers), 82% of marketers say creators increase credibility with decision-makers, and many brands are already increasing investment in this area. Additionally, 70% of B2B buyers rely more on peer voices and experts than brand content alone, with 56% using creator input in the final stages of the buying process.

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BrandWorks: LinkedIn’s In-House Creative & Influencer Agency

Alongside the Marketplace, LinkedIn launched BrandWorks — a team of experts in brand strategy, creative, content, and events that provides hands-on support to B2B marketers.

Think of it as LinkedIn building its own specialized creative/influencer marketing agency inside the platform.

Services include:

• Turning LinkedIn’s proprietary audience insights (share of voice, buyer behavior, etc.) into actionable strategy.
• Co-creating branded content and campaigns optimized for professional audiences.
• Adapting existing creative assets for better performance on LinkedIn.
• Connecting brands to creator collaborations, publisher integrations, LinkedIn News sponsorships, and events.

BrandWorks is led by Alex Josephson, VP of BrandWorks, who previously spent 12 years at Twitter/X building and leading its global brand strategy and creative tech division (including a similar offering called Twitter Next).

The team already has strong traction. Through its predecessor program Top Voices 360 (which pairs advertisers with creators for sponsored content), it generated over $20 million in revenue between May 2025 and May 2026. Notable clients include SAP, IBM, and ServiceNow. LinkedIn reportedly aims for BrandWorks to reach a $100 million annualized revenue run rate in the next fiscal year.

Early feedback from brands like Webflow and Rippling highlights how the combination of data-driven insights and hands-on creative support helps campaigns perform better on the platform.

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What’s Next: Deeper Monetization for Creators

LinkedIn isn’t stopping here.

According to internal strategy documents, the company has bigger plans for creator monetization heading into fiscal year 2027 (starting July 2026):

• Subscription tools allowing creators to charge for access to newsletters, podcasts, and paywalled communities.
• A potential relaunch or expansion of a Creator Fund to reward high-performing creators.
• Additional features like one-time payments for “experiences” (e.g., advice sessions or exclusive events).

These moves would give creators on LinkedIn multiple revenue streams beyond brand deals — similar to what Substack, Patreon, or other platforms offer — while keeping everything within LinkedIn’s professional ecosystem.

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Why This Matters for B2B

B2B marketing has long lagged behind consumer brands in adopting creator and influencer strategies.

LinkedIn is changing that by combining:

• Native discovery and partnership tools (Creator Marketplace).
• Expert creative and strategic support (BrandWorks).
• A clear path to sustainable creator monetization.

For brands, this means easier access to trusted voices that drive credibility and influence in complex buying processes. For creators, it opens new professional opportunities and revenue streams without leaving the platform where their audience already engages.

For LinkedIn (and parent company Microsoft), these launches strengthen its position as the go-to platform for professional content, community, and now full-stack B2B creator marketing.

As buyer journeys become more peer-influenced and trust-dependent, LinkedIn’s move to centralize creator-brand connections — with both self-serve tools and managed services — looks like a smart, timely bet on the future of B2B marketing. 

The professional creator economy just got a major upgrade.