Reed Between the Lines

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/ 

More from The Reeder:

🟩 Website: https://www.thereeder.co

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🟩 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

The standard playbook wasn’t enough for Jess Cook, so she wrote her own.

In this episode of Reed Between the Lines, I sit down with Jess, Head of Marketing at Vector, who leaped from leading content to running the entire marketing org. Her career move wasn’t about climbing the ladder. It was about finding creative freedom and proving that brand and storytelling deserve a seat at the table.

From her early days of writing jokes on McDonald’s Happy Meal boxes to bold campaigns at Vector, Jess shares what she’s learned about standing out, taking risks, and building marketing that connects with people.

Press play to discover:

• How Jess turned frustration into fuel for becoming Head of Marketing
• Why B2B marketers should borrow more from B2C playbooks
• The creative thinking behind Funnel Vision, Vector’s eye-catching launch
• What to do when leadership doesn’t understand or value the brand
• The simple method Jess uses to get buy-in on big, bold ideas

If you’re a marketer looking for inspiration to push your career and creativity further, you’ll want to hear this episode.

⬛ Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Jess on LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/ 

More from The Reeder:

🟩 Website: https://www.thereeder.co

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🟩 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

(04:29) Frustration with Execs Undervaluing Content

(07:36) Recognizing Patterns and Knowing When to Leave

(10:46) Choosing Between a VP Role or Going Solo

(12:22) Why Storytelling Beats Demand Gen in B2B

(14:29) Writing McDonald’s Happy Meal Jokes at 21

(18:18) Headline Formulas That Connect with Audiences

(21:34) Studying the Greats to Sharpen Creativity

(25:20) The Rice Krispies Super Bowl Pitch Story

(28:25) Selling Big Ideas with Names Like Ninja Kick

(30:44) Funnel Vision Launch with Ghost Laser Eyes

(35:22) Canceling Funnel Cake Podcast Days Before Filming

(40:03) Adding Affirmations to Make Marketing Fun

(44:50) Testing Bold Ideas to Get Executive Buy-In

Most marketers play it safe. These two don’t.

In this premiere episode of Reed Between the Lines, I sit down with Adam McQueen and Grayson Ottenbreit from Klue — two marketers who’ve turned B2B content into something people actually want to watch. And no, that’s not an exaggeration.

From a surprise invite to be on the show to the behind-the-scenes of their viral hit Klueless, this episode is packed with real stories, smart tactics, and a lot of laughs.

Press play to discover:

• How Klue built a culture that rewards creative risk-taking
• What it really takes to get executive buy-in on non-traditional ideas
• The story behind Klueless, a parody-meets-product mini-film that makes B2B fun (and effective)
• Why marketers need a system to fuel creativity, not just ideas
• The creative process behind Coffee & Compete, and how to use video to build an audience and a pipeline

If you're trying to do brand marketing that doesn’t get ignored, this one’s for you.

⬛ Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Adam on LinkedIn: https://www.linkedin.com/in/adam-mcqueen-%F0%9F%94%8E-032a5b10b/ 

⬛ Follow Grayson on LinkedIn: https://www.linkedin.com/in/graysonottenbreit/ 

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: [email protected]

🟩 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

(01:47) Pitching a Bold Idea Directly to the CEO

(07:05) Earning Creative Freedom Without a Marketing Resume

(11:15) How a Ridiculous Skit Landed Grayson the Job

(14:54) Why Reposting Content Actually Works

(19:18) Behind the Making of Klueless

(25:20) From Script to Screen: Klueless Creative Process

(30:49) Premiering a B2B Skit to Live Customers

(36:03) Why Using Employees Makes Content More Relatable

(42:40) Scaling Video with a Tight Process

(49:57) Klue’s Newsletter Strategy for Audience Growth

(55:44) How Klue’s Team Scales Weekly Video Content

(01:00:24) Posting by Persona to Boost LinkedIn Reach

(01:04:55) Unreleased Projects + Bold Ideas They're Cooking

(01:09:25) How to Pitch Bold Ideas Internally

I’m launching another season of Reed Between the Lines by hitting the road to find out what it really means to bet on yourself. 

After spending years leading content at Gong and Clari, and growing my side hustle into a six-figure business, I realized the best moments in my career all had one thing in common: They felt risky as hell, but I went all-in anyway. 

Season 3 starts in Las Vegas, because this one’s about taking creative risks and making bold bets.

I’m not here for surface-level advice. I want the real stuff. The stories people usually don’t talk about. The moments they almost didn’t go for it. What worked, what didn’t, and why they’d do it again. Each episode brings you unfiltered conversations with people who took a chance on themselves, broke the rules, and built something meaningful.

If you’re the kind of person who’s building something of your own and willing to take a few risks to get where you want to go, I made this show for you.

⬛ Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Devin on LinkedIn: https://www.linkedin.com/in/devinreed/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: [email protected]

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/
🟩 TikTok: https://www.tiktok.com/@the_reeder

How do you turn one podcast into a multi-million dollar content machine?

Nick Cegelski, co-founder of 30 Minutes to President's Club, did it by starting with a single podcast and expanding into LinkedIn, newsletters, digital events, and a bestselling book with over 30,000 copies sold.

In this episode, Nick breaks down:
— How to create a content engine that gets people to like, download, and subscribe
— Why going all-in on one channel first sets you up for long-term success
— The secret to producing highly tactical content your audience actually wants
— How to use personal networks to drive early traction
— Smart ways to scale without losing quality

Plus, Nick shares the unexpected challenges of writing a book—and why it became his biggest growth lever yet. Whether you're a content creator, marketer, or entrepreneur, this episode is packed with practical takeaways to help you grow.

⬛Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Nick on LinkedIn: https://www.linkedin.com/in/nick-cegelski/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: [email protected]

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/

🟩 TikTok: https://www.tiktok.com/@the_reeder

Are you stuck creating content that checks the box—but doesn’t drive real results?

Brendan Hufford, founder of Growth Sprints, has helped SaaS companies scale from $10M to $100M ARR by cutting through the noise with focused, high-impact content marketing. In this episode, he breaks down why most B2B marketing fails—not because of bad execution, but because of a fundamental strategic mistake.

We cover:
— The #1 mindset shift that helps top-tier marketers avoid “checkbox marketing”
— Brendan’s go-to framework for creating original content that stands out
— How to craft marketing offers that your ideal buyers can’t ignore
— Why most content strategies fall apart and how to fix yours

If you’re tired of going through the motions and want to start creating content that actually fuels business growth, this one’s for you.

⬛Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Brendan on LinkedIn:  https://www.linkedin.com/in/brendanhufford/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: [email protected]

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/

🟩 TikTok: https://www.tiktok.com/@the_reeder

What sets elite content marketers apart? Meet Tas Bober, founder of Scroll Labs, who is redefining how B2B SaaS companies approach marketing—especially when it comes to personal brands and landing pages.

Tas shares her unconventional process for creating landing pages that prioritize consumption over conversions—challenging traditional metrics to drive real results. She’s also a powerhouse of an entrepreneur and content creator who has discovered her niche, built a standout personal brand with a mix of humor and authenticity and developed her own unique branding superpower that thrives in even the most saturated markets.

Here’s what you’ll take away:

• Tas’s framework for landing pages designed for consumption
• The art of balancing humor and professionalism in your content
• How to pick and commit to your niche to stand out (and drive leads)
• And creative ways to use comments to grow your LinkedIn presence

Whether you're growing your personal brand or open to rethinking your B2B content strategy, this episode is packed with actionable insights and a fresh perspective.

⬛Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Tas on LinkedIn: https://www.linkedin.com/in/tasbober/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

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🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/

🟩 TikTok: https://www.tiktok.com/@the_reeder

Struggling to stand out in the crowded world of B2B content? Heike Young, Head of Content and Integrated Marketing at Microsoft, has cracked the code. With over a decade of experience at Salesforce and a fast-growing LinkedIn presence, Heike has perfected the art of creating content that’s not just relatable but irresistible.

Press play to discover:

• 5 ways to differentiate your marketing to stand out from competitors
• A 4-step framework for crafting social content that grabs attention
• The secret to using humor and personality in B2B content
• Why cultural relevance is a must-have for modern marketing
• How to balance corporate messaging with an authentic personal voice

If you’re ready to create content your audience loves—and have fun doing it—this episode is a must-listen.

⬛Get started with Goldcast: https://bit.ly/42bgdJo
⬛ Follow Heike on LinkedIn: https://www.linkedin.com/in/heikeyoung/

More from The Reeder:

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: [email protected]

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 Instagram: https://www.instagram.com/thereederco/

In this episode, you’re getting FOUR power-house content creators all in one episode. 

For the season 1 finale, we’re bringing it back to Chicago with  Eddie Schleyner, DemandJen (Jen Allen-Knuth), and RajNationr. Each are crushing it in their own way in the B2B consulting, coaching, and content creation space. They’ve created thousands of followers and raving fans while balancing their lives outside of work. 

We're diving into betting on yourself, content creation,  the power of unique personal branding, and the courage it takes to stand out in the digital era. Here are a few of my favorite takeaways:

• Authenticity Over Perfection— why dropping the corporate façade in favor of a more genuine, personal touch transformed these folks’ digital presences.
• Handling the Naysayers— why maintaining positivity and authenticity online is key to success and also key to maintaining a healthy relationship with social media and content creation (aka not paying attention to the trolls).
• Courage to be Different— how experience builds confidence and why staying true to your unique voice is crucial for long-term success.

This episode is for you if you want to elevate your personal brand, engage more authentically with your audience, and gain the courage to be different in a crowded space. Let’s get into it.

Jump into the conversation:
(02:46) Building Digital Reputations
(25:54) Transitioning to Entrepreneurship
(34:32) Balancing Side Hustles and Full-Time Jobs
(42:51) The Creative Process

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

Erica Schneider spent over 7 years in content, has over 70,000 followers across Twitter and LinkedIn, and transitioned from in-house roles to a successful entrepreneur of a coaching and content business, Cut The Fluff. 

She’s a successful entrepreneur, creator of impactful writing courses, and a relentless crusader against bro culture on social media. Her journey from a full-time job to self-employment—while raising twin toddlers—has given her a unique perspective on building a rewarding career and multiple income streams.

Erica opens up about financial challenges, the importance of building a supportive community of entrepreneurs, and her successful ventures into online courses. We'll also hear about the lighter moments, like her viral tweet satirizing hustle culture and the joys of growing your business and family at the same time. It's a deep dive into the balance of work and family, and creativity and authenticity. A few of the key takeaways from our conversation are as follows:

• Start with a side hustle to build an audience and validate your business idea before taking the full leap into entrepreneurship.
• Authenticity is essential; care genuinely about the content you create to sustain long-term success (and avoid the hustle-culture vibes). 
• Avoid the feast or famine cycle of entrepreneurship by focusing on recurring revenue streams like courses and subscription services.

Jump into the conversation: 

(01:01) Meet Erica Schneider
(09:52) The Viral Tweet
(12:28) Anti-Hustle Culture
(30:22) The Leap to Entrepreneurship
(34:23) Balancing Parenthood & Career
(46:28) Coping with Guilt and Finding Balance

⬛ Follow Erica on LinkedIn: https://www.linkedin.com/in/erica-schneider66/
⬛ Sign up for Erica’s newsletter, Cut the Fluff: https://cut-the-fluff.ck.page
⬛ Check out our sponsor, ClickUp: https://clickup.com

More from The Reeder:
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🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed