B2B marketing is having its creator moment. From relatable LinkedIn sketches to tongue-in-cheek takes on agency life, creator-led content is proving that humour, personality, and authenticity aren’t just for B2C.
In this episode of UnTrended, host Nicole Jones sits down with Heather Barnett, the LinkedIn comedy creator and freelance copywriter who’s bringing “LOL”s to lead generation, to talk about the business of B2B humour. Heather shares how she got started, what makes content resonate, and how brands can collaborate with creator...
B2B marketing is having its creator moment. From relatable LinkedIn sketches to tongue-in-cheek takes on agency life, creator-led content is proving that humour, personality, and authenticity aren’t just for B2C.
In this episode of UnTrended, host Nicole Jones sits down with Heather Barnett, the LinkedIn comedy creator and freelance copywriter who’s bringing “LOL”s to lead generation, to talk about the business of B2B humour. Heather shares how she got started, what makes content resonate, and how brands can collaborate with creators without losing their authenticity (or their nerve).
Later, Nicole is joined by Billy Hamilton-Stent, Jamie Fewery, and Louise Brooks from Publicis Pro to unpack the creator-led content boom, from the Pope’s hot take on influencers to the risks and rewards of letting go of control.
If you’ve ever wondered how to make B2B content less cringe and more human, this one’s for you.
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Chapter Markers:
(02:45) Falling Into Creation
Nicole kicks off Season 2 with Heather Barnett, diving into the world of B2B humour and why creator-led content is taking off.
(07:30) LinkedIn’s New Era of Humour
How COVID reshaped LinkedIn into a social space and why laughter has become the new engagement metric.
(12:00) Working with Brands
What happens when a creator’s authentic voice meets a marketing brief and how to keep it funny without turning it into an ad.
(18:45) Panel Chat: The Creator Capital C
Nicole, Billy, Jamie and Louise discuss the history of influencer marketing, from gladiators to the Pope and what “trust” really means in 2025.
(25:10) Creators Without the Cringe
How to balance entertainment and professionalism and why letting go of control might be the smartest move.
(34:20) Agency Challenges and Platform Fluency
The team reflects on the tricky business of finding the right creators and the rise of “vibe-based briefing.”
(39:00) Best in Class: Creator Campaigns
From freight jokes to female coders, the team shares favourite examples of creative partnerships done right.
Useful Links:
Get to know Heather Barnett on LinkedIn
Follow Nicole Jones on LinkedIn
Connect with Billy Hamilton-Stent
Learn more from Jamie Fewery
Touch base with Louise Brooks on LinkedIn
For more information visit the Publicis Pro Website
