Partnerships Glossary

A B2B content creator is a professional who develops content tailored to business audiences — aiming to inform, educate or influence business-to-business (B2B) buying decisions within an industry or niche. The content created often takes the form of blog posts, whitepapers, LinkedIn articles, newsletters, podcasts, videos and webinars. Unlike general influencers, B2B content creators may not always have huge followings, but they excel at translating complex topics into accessible, engaging content and often cultivate  loyal audiences of professionals who value their insights.

For partnership and revenue leaders, engaging with B2B content creators presents a unique opportunity to distribute branded content in a credible, value-driven context. B2B content creators excel at translating complex topics into actionable insights that resonate with business decision-makers, making them powerful allies in building brand trust, driving inbound leads and supporting co-marketing strategies.

In addition, B2B content creators often operate across multiple channels and formats, allowing brands to diversify their content strategies while maintaining relevance and authority in the marketplace.

LinkedIn influencers are people who have garnered a significant following and robust engagement on the professional networking platform LinkedIn. These influencers often hold thought-leadership status within their respective industries and use their platform to educate, inspire and influence business audiences by sharing consistent, insightful and industry-relevant content.

Unlike social media influencers on other platforms — who may focus on lifestyle or entertainment content — LinkedIn influencers stand out by providing professional expertise, trends analysis and practical advice tailored to B2B communities. For example, this content can look like posts shaping opinions around emerging technologies to recommending specific software solutions or vendors. 

For partnership and revenue leaders, collaborating with LinkedIn influencers can offer a unique strategic advantage: access to trusted, targeted networks of decision-makers and professionals. This type of collaboration can help businesses elevate brand authority, drive meaningful engagement and accelerate demand generation initiatives.

And, as LinkedIn continues to grow as a content and networking hub for professionals, identifying and activating the right influencers on the platform can be an effective approach for B2B marketers and partner teams seeking scalable, credible reach.

Cost per lead (CPL) is a marketing performance metric that quantifies the average expense required to generate a single lead through marketing or partnership efforts. In the context of partnerships, CPL helps revenue leaders assess the efficiency of their lead generation investments. A lead typically represents a prospective customer who has demonstrated interest by taking a measurable action, such as submitting a contact form, signing up for a trial or engaging with a partner-referred campaign.

To calculate CPL, divide the total campaign or partnership cost by the number of qualified leads generated. For example, if a co-branded webinar with a strategic partner costs $5,000 and yields 250 leads, the CPL would be $20.

For partnership and revenue leaders, optimizing CPL is essential for maximizing return on investment (ROI) while ensuring lead quality aligns with sales objectives. A lower CPL indicates cost-efficient lead acquisition, but it must be balanced with conversion rates and lifetime value (LTV) to avoid prioritizing quantity over quality.

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