Brendan GahanCEO/Co-Founder Of Creator Authority (Influencer Marketing Agency)

𝗕𝟮𝗕 𝗯𝘂𝘆𝗲𝗿𝘀 𝗮𝗿𝗲 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘆𝗼𝘂𝗻𝗴𝗲𝗿. 𝗔𝗻𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗶𝘀 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴.

Name: 𝗕𝟮𝗕 𝗯𝘂𝘆𝗲𝗿𝘀 𝗮𝗿𝗲 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘆𝗼𝘂𝗻𝗴𝗲𝗿. 𝗔𝗻𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗶𝘀 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴.
Uploaded: 2025-12-08T21:28:57+00:00
Duration: 1 min 13 s
Channel: Brendan Gahan
Description: In a concise interview recorded at Cannes, Brendan Gahan talks with Davang Shah about the most exciting B2B trends shaping the industry. Shah outlines…

8 Dec 2025 · 1 min

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1:13

In a concise interview recorded at Cannes, Brendan Gahan talks with Davang Shah about the most exciting B2B trends shaping the industry. Shah outlines four key areas: the rise of creators in B2B and the need to elevate employee, C‑suite, and expert voices; the intersection of AI and humans to surface expertise and support decision‑making; the emergence of short‑form video and new storytelling platforms that resonate with Gen Z and millennial audiences; and a shift in measurement away from vanity metrics toward metrics tied to bottom‑line business outcomes. Gahan adds perspective on influencer inflation, noting the disparity between trust and mass reach on platforms like TikTok and LinkedIn, and emphasizes the importance of authentic, deep‑knowledge voices. The conversation ends with a brief sign‑off.

What B2B trend are you most excited to explore here at Cannes?
The first is rise of creators in the B2B space. A lot of what we've been talking about and the importance of how you tap into that group, how you help elevate those voices, I think is incredibly important.
I'm excited about that one. I would hope so.
I would hope so. The second that we're excited about is this intersection between AI and humans. How are we working together in a way where we surface relevant information, surface expertise, help brands and brand decision makers make the decisions that they need to. I think the third area that I'm really excited about is this notion of new storytelling platforms. How are we leveraging video, short-form content, new platforms to help communicate in ways that we know Gen Z and millennial folks want to communicate? The last area that I'm really excited about is how we can think about measuring things in a different way. And this is what I'm actually really passionate about. I think we need to get past a lot of the vanity metrics that a lot of B2B marketers typically rely on, and we need to start thinking about bottom line in the funnel and what we're doing to actually drive real business outcomes.
To your point about like their subject matter experts, they're trusted, that doesn't come with like mass reach. TikTok has sort of introduced influencer inflation. You've got over 80,000 accounts with over a million followers. I don't know what it is on LinkedIn, but it might be like 80. It's a very different dynamic.
It is, and I think it's grounded in this notion again of you can't become an expert overnight. The folks that you see on the platform have built deep levels of knowledge in the topics that they're talking about, and they're able to share that in a way that's authentic and demonstrates that depth of knowledge. And that's what we as marketers need to do to elevate Elevate those voices, elevate the voices of our employees, elevate the voices of our C-suite folks to help people make the decisions that they need to make in the buyer space.
Amazing. Cool. Thank you so much. I love the conversation. Thanks for the time, Brendan. Yeah, tell me. Where can people find you?
Find me on LinkedIn. Davang, D-A-V-A-N-G, Shah, S-H-A-H. All right, thanks so much, dude.