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.
More from The Reeder:
🟩 Partner with The Reeder: yo@thereeder.co
(
00:00) Welcome to the Show
(
02:24) Leaving Pinterest to Start from Scratch
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04:48) The $50K Brand Deal That Changed Everything
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08:06) Early Signs Creator Marketing Was a Real Business
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10:09) What Makes a Top-Tier Creator Valuable
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14:38) How Aneesh Signed the Real Jerry Maguire
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17:06) Why Aneesh Goes All-In on His Creators
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25:06) Structuring Influencer Deals That Actually Work
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29:12) Big Mistakes Brands Make in B2B Influencer Strategy
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30:52) Why Creators Sometimes Flop in Brand Deals
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37:53) How Aneesh Qualifies Creators for Wishly
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44:01) Why Overthinking Influencer Choices Can Cost You
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54:56) Things to Watch Out for in Creators
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01:00:17) What’s Next for B2B Creator Marketing
What is Reed Between the Lines?
Yo! I’m Devin Reed. And I’m on a mission to build a bigger and more inspired career as a marketer, creator, and entrepreneur.
I’ve spent 10 years in sales and marketing, become Head of Content for two billion-dollar tech companies and scaled my side hustle, The Reeder, to 6-figures — and now I’m ready to level up my creativity and earning power to hit the next level.
But I need more than tips, tricks, and dopamine hits. I want inspiration and expertise that’s going to help me reach my potential.
And damn it, I wanna have fun doing it. So I’m traveling America for candid, street-level conversations about creativity, marketing, and playing by your own rules. You’ll hear the stories behind the success: unfiltered conversations, vulnerable moments, and practical advice to help YOU grow your career, confidence, and income.
This is Reed Between The Lines. The show for people who want to achieve phenomenal results.