Benjamin Fredj

The traditional B2B acquisition playbook is shifting: outbound is saturated with AI, SEO has ceded traffic to ChatGPT and ad CACs have spiked.

Meanwhile, the buyer journey has changed. B2B creators and subject-matter experts are now the sources your prospects trust most.

Kāst helps you build unique, long-term partnerships with the leading voices in your industry your buyers already trust.

Grow brand awareness and accelerate pipeline with Kāst and B2B influencer marketing.

Co-founder and CEO

Ivee is the B2B influence marketing platform helping B2B brands partner with opinion leaders to grow revenue, generate leads and build unique brands.

Ravi d'annoncer que je serai speaker à la Paris Creator Week ! 
Autant dire que Kāst est honoré d'être le seul acteur de l'influence B2B. 
 
La Paris Creator Week est le plus gros évènement B2B de la creator economy en Europe. 

J'aurai le plaisir d'animer une table ronde co-organisée avec les équipes de France Digitale sur l'influence B2B. 

Le thème: "Marketing d’influence B2B : le nouveau levier de croissance des marques". 

En 2025, les directions marketing ne se posent plus la question de l'influence, qui s'impose comme une évidence dans les marketing mix des prochaines années. 

Les questions sont opérationnelles: comment commencer ? Combien ? Pour quel ROI ? 

C'est ces challenges que nous adresserons sans détour durant cette discussion. 

Nous lèverons le voile sur les invités de marque qui prendront la parole dans les jours à venir. 

Pour les infos pratiques: 
📍 Le lieu: Station F 
📅 La date: Mardi 9 décembre 
⏱️ L'horaire: de 8h30 à 10h 

L'évènement ayant un nombre de places limitées, n'hésitez pas à vous manifester si vous souhaitez en être !

Benjamin  Fredj

CEO @Kāst | B2B Influencer Marketing Agency

Paris Creator Week 

I used to think Notion won because they built a great product. That was before I read this from one of the first 15 employees: 

Back in 2019, B2B influencer marketing was FAR from being a thing.

Yet Ben Lang, former Head of Community, shared an incredible Twitter thread about how Notion’s creator program started.

As I was browsing my bookmarks this weekend, I read it again. 

So Ben spotted a few organic Youtube & Tiktok videos from creators sharing their workflows using Notion.

He decided to run a test:
> Identify creators mentioning Notion organically
> Pay them to double down with a detailed product tour 
> Track the results and signups with simple UTM links 

The results were “incredible” (his words), so he:
> Doubled the budget
> Set up creator guidelines: content formats, creator sourcing criteria, etc.
> Hired a contractor to manage the whole thing as it scaled (obviously, Kāst didn't exist at the time 😇)

Here is how influencer marketing helped according to him: 

1️⃣ Evergreen signups: 
With long-form video content, the long tail is real and signups kept coming in long after the content was published.

2️⃣ Launch new markets: 
Focusing on creators based on specific geographies let to a huge increase in signups in this market.

3️⃣ Snowball effect: 
The more they invested, the easier it got to find and partner with new creators.

The creator flywheel was born: 

creators drove awareness  

→ awareness brought new users  

→→ new users grew Notion’s community 

→→→ community grew the influencer program.

This was 2019 and we all know what happened next. 

If you don't have a B2B influencer marketing plan in 2025-2026, you're about to get left behind. 

My DMs are always open. 🫡

notion influencer carousel

This might be THE information you don't want to miss for your 2026 GTM Plan. And it comes from none other than Kyle Poyar and Maja Voje. 

→ More than HALF of B2B marketers are betting on B2B creators in 2026. 

Here's why: 

Kyle and Maja are two incredible GTM leaders and content creators. 

They surveyed 195 B2B GTM leaders on where they’ll invest next year. 

One thing jumped out: 

•⁠ ⁠13% 𝐚𝐥𝐫𝐞𝐚𝐝𝐲 𝐢𝐧𝐜𝐥𝐮𝐝𝐞 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐬 𝐚 𝐜𝐨𝐫𝐞 𝐆𝐓𝐌 𝐜𝐡𝐚𝐧𝐧𝐞𝐥. 

It's more than Tiktok and Instagram combined, and more than the buzzing category of AI SDR. 

More importantly, it’s comparable to investments in PR and Podcasts partnerships, two channels much more established. 

•⁠ ⁠42% 𝐚𝐫𝐞 𝐞𝐱𝐩𝐞𝐫𝐢𝐦𝐞𝐧𝐭𝐢𝐧𝐠 𝐨𝐫 𝐰𝐢𝐥𝐥 𝐞𝐱𝐩𝐞𝐫𝐢𝐦𝐞𝐧𝐭, ranking 4 out of 18 channels, right behind AEO, Intent-based outbound and Large conferences. 

Do the math: 13% core + 42% experimenting = 55% of the market is moving.

More than HALF of the market. 

If you still think B2B creators are “nice to have”, you’re about to be late. 

And that confirms what we've witnessed over the course of 2024/2025.

GTM leaders went from “Should we do this?” to “When/How do we do this?”.

Were making hundreds of B2B creators deals per month.

My DMs are open, happy to share what's working. 😉

Gamma hit $100M ARR and a $2B valuation in just 24 months. Their CEO recently revealed the growth lever most B2B companies still underestimate.

Many still think influencer marketing is a “B2C thing.” Gamma’s data shows the opposite.

It's not their biggest channel, WOM is 50%+. But here’s the part most marketers miss:

Every $1 Gamma spends on influencers generates 1.5x MORE word-of-mouth users on top of direct conversions.

Most companies think: paid vs organic.

Gamma proved: paid * organic.

It's such a relief to hear we've repeated many times at Kāst. 

Grant Lee (CEO) explained why this works:

1. Influencers manufacture parasocial closeness on purpose

2. Recommendations land as friend-to-friend, not brand-to-buyer

3. They borrow trust from the audience’s “inner circle,” and that trust compounds into higher engagement and faster WOM spread

At the end of the day, people buy from people. 

Not from cold emails. 

Not from generic ads.

Here’s how to apply this today:

1/  Stop treating influencer marketing like performance marketing. 
It’s not always meant to drive ROAS on day one.

2/ Use it as a trust-building engine that accelerates virality and amplifies what’s already working.

3/ Remember influencers aren’t broadcasting reach, they’re scaling trust. 
And in a world about to be flooded with AI-generated faces, voices, and content, trust becomes your last real competitive advantage.

4/ Reach out if you have more questions, we're running hundreds of deals per month at Kāst 😉 

Thanks to Lenny Rachitsky for consistently delivering incredible interviews week after week!

B2B marketers, Andrew Chen from Andreessen Horowitz has a warning you want to read before planning 2026. 

It's called the Law of Shitty Clickthrough Rates.

Never heard of it ? Read on. 

Andrew observed the following: over time, all marketing channels decay in performance.

The proof is wild

→ 1994: First banner ad = 78% CTR 

→ 2011: Facebook ads = 0.05% CTR

Here's why: 

1️⃣ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗿𝗲𝘀𝗽𝗼𝗻𝗱 𝘁𝗼 𝗻𝗼𝘃𝗲𝗹𝘁𝘆

Humans crave new experiences but learn to filter out repetitive patterns. 

Your once-fresh campaign becomes invisible.

2️⃣ 𝗙𝗶𝗿𝘀𝘁-𝘁𝗼-𝗺𝗮𝗿𝗸𝗲𝘁 𝗻𝗲𝘃𝗲𝗿 𝗹𝗮𝘀𝘁𝘀

When a channel works, everyone rushes in. 

Saturation kills performance. 

3️⃣ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗶𝘀 𝗮 𝗱𝗲𝗰𝗿𝗲𝗮𝘀𝗶𝗻𝗴 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝘀𝗰𝗮𝗹𝗲

Early adopters convert easily. 

Scaling means reaching lower-intent audiences with worse conversion rates.

So, how can you fight this? 

New channels constantly emerge. The key is finding them before saturation.

With paid ads more expensive, SEO disrupted by AI and traditional channels maxed out

Here are 3 channels in every winning 2026 GTM plan we're seeing:

✅ GEO/AEO 
LLMs like ChatGPT and Perplexity are becoming high-converting discovery channels.

✅ B2B Influencer Marketing
Leverage the trust your prospects already give to industry thought leaders. Faster awareness, warmer leads.

If you wonder how to launch or scale, reach out to us at Kāst. 

✅ Executive Advocacy
Your C-suite has untapped reach. Authentic, authoritative content from leadership cuts through the noise.

The channels that worked in 2024 won't carry you through 2026.

Which of these are you testing first?

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