Key Takeaway
- Founder-led content can unlock early traction, but sustainable growth requires building a broader creator bench that does not depend on one person’s availability.
- B2B teams can scale content more effectively by activating internal subject matter experts and external creators who already know how to earn audience attention.
Founder-led content works. It’s often the single highest-leverage channel an early-stage B2B company has. And then it breaks, because the founder’s calendar fills up and the entire brand voice was resting on one person’s ability to post four times a week.
At B2BMX 2027, Todd Clouser, Head of Social & Partnerships, Aligned, will dive into this subject with a session titled Beyond the Founder Brand: Building a Creator Bench That Scales.
The fix isn’t finding a new single voice for Clouser— its about building a team of creators: internal SMEs who already talk to buyers every day, plus external creators who extend reach beyond the audience you already have.
What B2BMX 2027 Offers
Ready to level up your B2B game? B2B Marketing Exchange (B2BMX), powered by Advertising Week, connects marketing leaders like you with actionable strategies, hands-on tech workshops, and curated networking that actually moves pipeline. Skip the theory—walk away with insights you can use now straight from industry experts.
B2BMX isn’t a passive conference. Every session is designed to leave attendees with a concrete next step. These seven core tracks— AI, GTM Strategy & Advanced ABM, B2B Creators & Content, Customer Growth & Experience, Measurement & Data, Martech & Integration, Leadership & Culture— address the issues that matter most to B2B marketing teams right now.
Who Is Todd Clouser and Why His Perspective Matters
Clouser is the self-proclaimed “Worst Marketer in the World.” Before B2B, he built a million-subscriber YouTube channel and repurposed it across platforms to 14M+ monthly views. He’s spent the past six years applying those lessons to B2B tech, turning subject matter experts into content creators and scaling content programs for companies like Meta, Clay, and Cognism. Clouser’s work spans influencer programs, internal creator teams, and content strategy.
This session walks you through the steps on how to launch a successful creator program. You’ll learn how to:
- Put processes in place to ensure the program doesn’t flame out
- Recruit the right SMEs to speak to your entire buying committee
- Turn SMEs into creators
- Scale creators across channels
Dr. Marcus Collins will take the keynote stage at B2BMX 2027, bringing attendees a timely look at organizational culture and the forces that shape how people believe, behave, and connect. Known for translating cultural insight into practical business strategy, Collins will add a big-picture dimension to the event’s program, giving B2B marketers fresh perspective on how stronger brands and stronger teams are built from the inside out.
This February 22-24, 2027 at the Omni La Costa Resort & Spa in Carlsbad, CA, B2BMX combines inspiring keynotes with deeply tactical breakout sessions, workshops and hands-on hackathons, all designed so attendees leave with a concrete blueprint for immediate takeaways and action.
Click here to register for B2BMX 2027 today.