Episode 106: Twilio’s Adam Morgan on Bringing the B2C Playbook to B2B Influencer Marketing

On this episode of Creator Economy Live, Keith Bendes and Brendan Gahan sit down with Adam Morgan, VP of Brand and Creative at Twilio, to unpack how a leading B2B brand is borrowing from the B2C playbook. Adam, author of Sorry Spock, Emotions Drive Business, explains why B2B marketers still fear emotion, takes us inside the “Be a Builder” rebrand that repositioned Twilio as a brand for all builders, and shares why he’d rather participate in culture than create it. He also breaks down where creators fit in B2B, from developer creators to LinkedIn voices, how Twilio taps nerd culture with projects like Project Hail Mary, how his team approaches AI in creative, and how to measure creator work when the sales cycle runs nine months and the buyer is a committee.  

Keith and Brendan also run through the week’s news, including Instagram’s push into longform and the payouts it’s offering YouTube creators, Tubi and TikTok’s slate of creator-led series, Hasan Piker drawing more than 200K concurrent viewers on election night, LinkedIn’s new creator analytics, and the debut of the Impact List honoring creators to watch in 2027, plus their picks for creator and brand of the week.