You're not the only one facing this problem. With the B2B market getting more competitive by the day and consumer expectations rising, companies are increasingly looking for ways to innovate and stand out.

And over these past few years, many B2B companies have started combating this issue by hiring in-house creators and developing internal influencers.

But how exactly does this strategy work? What should you pay attention to when hiring in-house creators? What results can you expect and what are some of the potential risks associated with this model?

These are just some of the things we wanted to know when we partnered up with Robert Katai. Together, we surveyed over 120 businesses since February 2024 to find some of these answers – and the survey is still open.