The #1 mistake brands make with B2B creators (Aneesh Lal, Wishly)

Sep 17, 2025

01:10:52

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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/