Defining B2B Influence on LinkedIn with Nick Bennett
Why LinkedIn isn’t just a distribution channel—it’s the foundation of modern go-to-market
Nick Bennett didn’t set out to become a LinkedIn influencer.
He was just trying to keep a job in the middle of a pandemic.
Like many marketers during COVID, Nick was navigating layoffs, shrinking budgets, and an uncertain future. His boss at Clari challenged the team to post on LinkedIn every day for a month. Nick took it further—he posted every day for 18 months.
Today, he’s an evangelist for people-first GTM advisory, the author of B2B Influencer Marketing, and an in-demand advisor who’s helping some of the most respected B2B brands build modern, relationship-led growth engines. His consultancy, TACK, cleared seven figures in revenue and worked with names like Coursera, ZoomInfo, and Out of the Box.
But behind the followers (55K+), the book deal, and the LinkedIn posts is a former left-handed pitcher who could throw gas—up to 90 mph—until a shoulder injury in college ended that dream. He’s also a dad of three (including twin toddlers), a recovering ACL patient, and—something I didn’t know until our interview—he started his career in sales.
“People are always like, ‘Marketers need to walk in sales’ shoes.’ I did. I wasn’t selling SaaS, but I was in the trenches. It gave me a completely different lens.”
That lens? Deep empathy for sales, a bias for action, and a no-BS approach to content that’s made him both credible and relatable.
Start before you feel ready
Nick’s LinkedIn journey kicked off at Clari in 2020, right as the pandemic hit. Kyle Coleman, his boss at the time, challenged the team to post every day. Nick was the only one who stuck with it.
“Kyle always told me, just keep powering through. There are so many lurkers on LinkedIn… they’re watching.”
For six months, he wrote without a single signal. No comments. No claps. But behind the scenes, people were paying attention. They just weren’t saying anything. And eventually, the DMs started rolling in.
“They’d say, ‘Hey, I’ve been reading your content for a while. It’s been really helpful.’ That, to me, was the win.”
Nick didn’t wait for credibility. He earned it by showing up—imperfect and early.
Tactical takeaway: The best time to post was six months ago. The second-best time is today. Just start.
🤝 Lead with people, not pipeline
At TACK, Nick and co-founder Mark Killens run a people-first go-to-market advisory. That philosophy isn’t fluff. It’s functional.
“You don’t need 10 tools or 100 cold calls. Build relationships first—pipeline is the byproduct.”
This mindset isn’t theoretical. Nick tested it at Alice, where his personal content helped generate $2M in pipeline, 60% of which closed. He wasn’t even paid to post. He just believed in the power of people-led growth.
And today, that belief powers TAC’s playbook—with clients like ZoomInfo, Coursera, and Navattic on the roster.
Tactical takeaway: People before process. Conversations before campaigns. That’s how modern GTM actually works.
The rise of B2B Influencer Marketing
Nick isn’t just practicing B2B influencer marketing—he literally wrote the book on it.
But don’t let the term “influencer” throw you off. This isn’t about brand selfies or viral dance videos. It’s about leveraging credibility, consistency, and connection to move markets.
“Most people think of influencers as Instagram models. But influence is just earned trust—and that’s everything in B2B.”
Nick sees influencer marketing as one of the most underutilized GTM channels in B2B. His clients at TACK are waking up to the fact that people don’t trust logos—they trust people. And when those people are experts, operators, or evangelists in the space? That’s when the magic happens.
“People want to buy from people they know, like, and trust. And LinkedIn gives you the ability to build that trust at scale.”
This is the shift Nick is betting on. Not just brand accounts with templated posts—but individual creators building community, sharing insights, and shaping buyer perception in real time. The companies that figure this out early will have a massive advantage.
“We’ve seen how powerful it is—whether it’s executives building their brand or partnering with creators in their category. It’s not just brand awareness. It drives real results.”
For founders and GTM leaders, the takeaway is clear: your next growth lever might not be another channel—it might be a person.
Tactical takeaway: Be the voice, not the logo. People don’t follow companies. They follow other people who sound like them.
Be authentically all-in
Nick’s LinkedIn feed is part playbook, part diary. He’s written about parenting twin daughters, recovering from ACL surgery, and throwing 90 mph fastballs before injuring his shoulder in college.
“I feel like I bring my entire self onto the platform. There aren’t many secrets.”
That authenticity? It builds trust. And trust builds traction.
“I could say the sky is blue and not get a million likes, but I know people follow me because I show up as me.”
Nick’s not trying to be everything to everyone. He’s being himself—for the people who matter.
Tactical takeaway: Vulnerability isn’t weakness. It’s a wedge. Use your lived experience to build credibility.
Just keep going
Most people give up after three months of silence.
Nick went six months with zero traction. Then a year before he saw any momentum. And nearly two years before he broke through.
“It was like going from two likes to 20. Then suddenly… it was hockey stick growth.”
Now he gets paid to post. But he didn’t get there overnight. He earned it. Day by day. One post at a time.
“They will come. It just takes time. And most people quit before they ever give it a real shot.”
Tactical takeaway: Build before you’re noticed. Keep building after you are.
Until next time, stay connected
Nick’s story is a reminder that influence doesn’t come from virality. It comes from showing up. From being helpful. From telling the truth about what you’re learning, building, and screwing up along the way.
“I didn’t have a plan. I just kept going. And now, here we are.”
So whether you’re a founder with 500 followers or a CMO trying to find your voice again—just, keep, going.
That first post might not change your life. But the hundredth one might.
If Nick’s insights resonated with you, follow here on LinkedIn here.
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Check out the full episode on your favorite platforms below.
And if you need help with your LinkedIn strategy, connect with your host with the most, Brad Zomick, on LinkedIn! Send him a DM and let him know what’s holding you back—whether it’s finding your voice, crafting scroll-stopping content, or building a strategy that actually drives business results. He’s here to help you get LinkedIn Famous…