The #1 mistake brands make with B2B creators (Aneesh Lal, Wishly)
Wed Sep 17 2025
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 agencyThe real reason brand pilots fail (and what to do instead)Why demand for B2B creator representation is explodingHow Aneesh sells six-figure campaigns that marketers feel good aboutThe 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/
More from The Reeder:
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: yo@thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 Instagram: https://www.instagram.com/thereederco/
🟩 TikTok: https://www.tiktok.com/@the_reeder
(00:00) Welcome to the Show
(02:24) Leaving Pinterest to Start from Scratch
(04:48) The $50K Brand Deal That Changed Everything
(08:06) Early Signs Creator Marketing Was a Real Business
(10:09) What Makes a Top-Tier Creator Valuable
(14:38) How Aneesh Signed the Real Jerry Maguire
(17:06) Why Aneesh Goes All-In on His Creators
(25:06) Structuring Influencer Deals That Actually Work
(29:12) Big Mistakes Brands Make in B2B Influencer Strategy
(30:52) Why Creators Sometimes Flop in Brand Deals
(37:53) How Aneesh Qualifies Creators for Wishly
(44:01) Why Overthinking Influencer Choices Can Cost You
(54:56) Things to Watch Out for in Creators
(01:00:17) What’s Next for B2B Creator Marketing
More
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 agencyThe real reason brand pilots fail (and what to do instead)Why demand for B2B creator representation is explodingHow Aneesh sells six-figure campaigns that marketers feel good aboutThe 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/ More from The Reeder: 🟩 Website: https://www.thereeder.co 🟩 Subscribe: https://www.thereeder.co/newsletter 🟩 Partner with The Reeder: yo@thereeder.co 🟩 LinkedIn: https://www.linkedin.com/in/devinreed 🟩 Instagram: https://www.instagram.com/thereederco/ 🟩 TikTok: https://www.tiktok.com/@the_reeder (00:00) Welcome to the Show (02:24) Leaving Pinterest to Start from Scratch (04:48) The $50K Brand Deal That Changed Everything (08:06) Early Signs Creator Marketing Was a Real Business (10:09) What Makes a Top-Tier Creator Valuable (14:38) How Aneesh Signed the Real Jerry Maguire (17:06) Why Aneesh Goes All-In on His Creators (25:06) Structuring Influencer Deals That Actually Work (29:12) Big Mistakes Brands Make in B2B Influencer Strategy (30:52) Why Creators Sometimes Flop in Brand Deals (37:53) How Aneesh Qualifies Creators for Wishly (44:01) Why Overthinking Influencer Choices Can Cost You (54:56) Things to Watch Out for in Creators (01:00:17) What’s Next for B2B Creator Marketing