Reed Between the Lines

Most marketers are still figuring out how to actually make influencer marketing work — The “Jerry Maguire of LinkedIn” figured it out and built a business around it.In this episode of Reed Between the Lines, I sit down with Aneesh Lal, founder of The Wishly Group, the largest B2B creator agency in North America. From managing 75 campaigns a month to representing names like Kevin “KD” Dorsey, Jen Allen-Knuth, and David Meltzer, Aneesh is rewriting how brands and creators work together – and making millions in the process.He shares what marketers get wrong about pilots, why most campaigns underperform, and how to pick the right creator for your ICP. We also talk about the personal bets he made to launch Wishly and the mindset that keeps him focused on long-term wins over short-term money.Press play to discover:How Aneesh turned a side hustle into a category-defining agencyThe real reason brand pilots fail (and what to do instead)Why demand for B2B creator representation is explodingHow Aneesh sells six-figure campaigns that marketers feel good aboutThe trait every high-earning creator has in commonIf you're in B2B and serious about influencer marketing, you’ll want this one in your queue.⬛ Get started with Goldcast: https://bit.ly/42bgdJo⬛ Partner with Share Your Genius: https://shareyourgenius.com/ ⬛ Follow Aneesh on LinkedIn: https://www.linkedin.com/in/aneeshlal/ More from The Reeder:🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 Instagram: https://www.instagram.com/thereederco/🟩 TikTok: https://www.tiktok.com/@the_reeder(00:00) Welcome to the Show(02:24) Leaving Pinterest to Start from Scratch(04:48) The $50K Brand Deal That Changed Everything(08:06) Early Signs Creator Marketing Was a Real Business(10:09) What Makes a Top-Tier Creator Valuable(14:38) How Aneesh Signed the Real Jerry Maguire(17:06) Why Aneesh Goes All-In on His Creators(25:06) Structuring Influencer Deals That Actually Work(29:12) Big Mistakes Brands Make in B2B Influencer Strategy(30:52) Why Creators Sometimes Flop in Brand Deals(37:53) How Aneesh Qualifies Creators for Wishly(44:01) Why Overthinking Influencer Choices Can Cost You(54:56) Things to Watch Out for in Creators(01:00:17) What’s Next for B2B Creator Marketing

Most marketers play it safe. These two don’t.In this premiere episode of Reed Between the Lines, I sit down with Adam McQueen and Grayson Ottenbreit from Klue — two marketers who’ve turned B2B content into something people actually want to watch. And no, that’s not an exaggeration.From a surprise invite to be on the show to the behind-the-scenes of their viral hit Klueless, this episode is packed with real stories, smart tactics, and a lot of laughs.Press play to discover:How Klue built a culture that rewards creative risk-takingWhat it really takes to get executive buy-in on non-traditional ideasThe story behind Klueless, a parody-meets-product mini-film that makes B2B fun (and effective)Why marketers need a system to fuel creativity, not just ideasThe creative process behind Coffee & Compete, and how to use video to build an audience and a pipelineIf you're trying to do brand marketing that doesn’t get ignored, this one’s for you.⬛ Get started with Goldcast: https://bit.ly/42bgdJo⬛ Follow Adam on LinkedIn: https://www.linkedin.com/in/adam-mcqueen-%F0%9F%94%8E-032a5b10b/ ⬛ Follow Grayson on LinkedIn: https://www.linkedin.com/in/graysonottenbreit/ More from The Reeder:🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 Instagram: https://www.instagram.com/thereederco/🟩 TikTok: https://www.tiktok.com/@the_reeder(00:00) Welcome to the Show(01:47) Pitching a Bold Idea Directly to the CEO(07:05) Earning Creative Freedom Without a Marketing Resume(11:15) How a Ridiculous Skit Landed Grayson the Job(14:54) Why Reposting Content Actually Works(19:18) Behind the Making of Klueless(25:20) From Script to Screen: Klueless Creative Process(30:49) Premiering a B2B Skit to Live Customers(36:03) Why Using Employees Makes Content More Relatable(42:40) Scaling Video with a Tight Process(49:57) Klue’s Newsletter Strategy for Audience Growth(55:44) How Klue’s Team Scales Weekly Video Content(01:00:24) Posting by Persona to Boost LinkedIn Reach(01:04:55) Unreleased Projects + Bold Ideas They're Cooking(01:09:25) How to Pitch Bold Ideas Internally

How do you turn one podcast into a multi-million dollar content machine?Nick Cegelski, co-founder of 30 Minutes to President's Club, did it by starting with a single podcast and expanding into LinkedIn, newsletters, digital events, and a bestselling book with over 30,000 copies sold.In this episode, Nick breaks down:— How to create a content engine that gets people to like, download, and subscribe— Why going all-in on one channel first sets you up for long-term success— The secret to producing highly tactical content your audience actually wants— How to use personal networks to drive early traction— Smart ways to scale without losing qualityPlus, Nick shares the unexpected challenges of writing a book—and why it became his biggest growth lever yet. Whether you're a content creator, marketer, or entrepreneur, this episode is packed with practical takeaways to help you grow.⬛Get started with Goldcast: https://bit.ly/42bgdJo⬛ Follow Nick on LinkedIn: https://www.linkedin.com/in/nick-cegelski/More from The Reeder:🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 Instagram: https://www.instagram.com/thereederco/🟩 TikTok: https://www.tiktok.com/@the_reeder

What sets elite content marketers apart? Meet Tas Bober, founder of Scroll Labs, who is redefining how B2B SaaS companies approach marketing—especially when it comes to personal brands and landing pages.Tas shares her unconventional process for creating landing pages that prioritize consumption over conversions—challenging traditional metrics to drive real results. She’s also a powerhouse of an entrepreneur and content creator who has discovered her niche, built a standout personal brand with a mix of humor and authenticity and developed her own unique branding superpower that thrives in even the most saturated markets.Here’s what you’ll take away:Tas’s framework for landing pages designed for consumptionThe art of balancing humor and professionalism in your contentHow to pick and commit to your niche to stand out (and drive leads)And creative ways to use comments to grow your LinkedIn presenceWhether you're growing your personal brand or open to rethinking your B2B content strategy, this episode is packed with actionable insights and a fresh perspective.⬛Get started with Goldcast: https://bit.ly/42bgdJo⬛ Follow Tas on LinkedIn: https://www.linkedin.com/in/tasbober/More from The Reeder:🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 Instagram: https://www.instagram.com/thereederco/🟩 TikTok: https://www.tiktok.com/@the_reeder

In this episode, you’re getting FOUR power-house content creators all in one episode. For the season 1 finale, we’re bringing it back to Chicago with Eddie Schleyner, DemandJen (Jen Allen-Knuth), and RajNationr. Each are crushing it in their own way in the B2B consulting, coaching, and content creation space. They’ve created thousands of followers and raving fans while balancing their lives outside of work. We're diving into betting on yourself, content creation, the power of unique personal branding, and the courage it takes to stand out in the digital era. Here are a few of my favorite takeaways:Authenticity Over Perfection— why dropping the corporate façade in favor of a more genuine, personal touch transformed these folks’ digital presences.Handling the Naysayers— why maintaining positivity and authenticity online is key to success and also key to maintaining a healthy relationship with social media and content creation (aka not paying attention to the trolls).Courage to be Different— how experience builds confidence and why staying true to your unique voice is crucial for long-term success.This episode is for you if you want to elevate your personal brand, engage more authentically with your audience, and gain the courage to be different in a crowded space. Let’s get into it.Jump into the conversation:(02:46) Building Digital Reputations(25:54) Transitioning to Entrepreneurship(34:32) Balancing Side Hustles and Full-Time Jobs(42:51) The Creative ProcessMore from The Reeder:🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 Content Growth Guide: https://www.convert.thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 TikTok: https://www.tiktok.com/@learntoreed

2x CMO. 2 acquisitions. 3 books. 1 llama merch line.Meet Kyle Lacy, current CMO of Jellyfish. Not only is he a renowned CMO and thought leader in marketing, but he’s also a family man who's managed to strike an enviable balance between his professional and personal life. He’s authored a couple of successful books and has over 45,000 LinkedIn followers, and Kyle stands out not just for his marketing brilliance but also for his down-to-earth insights on work-life balance. And his creativity for marketing (specifically merch drops) is one of the most memorable and impactful things he has brought to companies he has worked for.In this episode, we’re diving into how to create swag that people actually want to wear (and buy), his “surprise and delight” brand philosophy, and the nitty-gritty of managing work-life balance (and/or guilt, to be honest). Here are a few of my favorite takeaways:Incorporating merch stores as a part of the sales cycle can surprise and delight prospects. It's more than just a revenue stream; it’s a differentiator. Unique and creative experiences resonate more than generic gifts. (Cue Kyle’s story on Lessonly’s golden llama.) Balancing work and family life is an evolving art. Kyle shares how he’s learned to shut off on weekends after experiencing burnout, including how to communicate with your kids about your work life to prevent guilt, build connection, and share teaching moments. This episode is a goldmine for anyone grappling with the balance of ambition and family or looking to elevate their brand game to new heights. Let’s get into it.Jump into the conversation: (01:33) Meet Kyle Lacy(03:27) Wins & Losses in Writing 3 Books(12:43) The Golden Llama: How to Create Great Merch(27:38) Surprise and Delight in Sales(29:09) The Role of Great Design in Client Experience(37:15) Balancing Career and Family Life(48:43) Communicating with Kids About Work⬛ Follow Kyle on LinkedIn https://www.linkedin.com/in/kylelacy/

Melissa Rosenthal is a legendary creative leader, brand builder, and keynote speaker. She’s been named to Forbes’ 30 Under 30 Business Insider’s 30 Most Creative People Under 30, and one of Digiday’s “Changemakers”, to name a few of her many accolades. Not only is she one of the most creative minds in the industry, but she’s also the force behind the innovative content strategies at ClickUp, where she built an internal agency, and that team was comprised of nearly 80% of her former BuzzFeed employees.In this episode, we’re diving into how to maximize your creativity in content creation, tips for building a killer internal creative team, and insider secrets for leveraging viral opportunities. Here are 3 key takeaways you can expect from our conversation:Tips for assembling a team with a shared vision and diverse backgrounds to ignite creativity and rapid content productionWhy you should embrace the power of speed and experimentation to stay relevant and capture viral momentsHow to align your content with emotional resonance, relatability, and shareability to drive engagement and impactJump into the conversation: (04:02) How did BuzzFeed change the content game?(28:21) “You can’t force a meme.” - Creativity & Review Process(32:39) Melissa’s Scroll-Stopping ClickUp Ads(51:45) Speed + Relevancy = Great Content Marketing(55:41) The Toughest Parts of Being a Creative⬛ Follow Melissa on LinkedIn https://www.linkedin.com/in/melissarosenthal5/

Jen Allen Knuth is one of the most respected and compelling voices in B2B sales and marketing. She’s a keynote speaker, podcast host, advisor, and founder of DemandJen where she helps sales teams defeat the status quo. On the stage or online, she’s a pro at creating highly engaging content that turns readers into raving fans. Before founding DemandJen in September 2023, she was a successful enterprise seller and chief evangelist at Challenger where she created thought leadership content that generated real pipeline. It is safe to say that she knows what it takes to create a winning (and enjoyable) sales process and how to craft content that compels people to action. (She’s 52,000 LinkedIn followers to boast for it.) In our conversation, we get into:How to create polarizing content that attracts the right customersHow to be more confident and provocative in your sales and marketing effortsAnd her advice for starting, scaling, or going all in on your side hustleJump into the conversation: (02:03) Why Focus on Demand Creation?(10:09) How Jen Creates Resonant Content(26:05) Lessons From Jen’s Biggest Deal(58:59) From Self-Doubt to Successful Solopreneur(1:17:27) Side Hustle & Entrepreneurship Tips from Jen⬛ Follow DemandJen on LinkedIn https://www.linkedin.com/in/demandjen1/⬛ Check out DemandJen.com: https://demandjen.com/More from The Reeder:🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 Content Growth Guide: https://www.convert.thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 TikTok: https://www.tiktok.com/@learntoreed

What does it mean to “make it”? What does it take? And how does your reputation play a role? This is what I explore with Doug Landis, Growth Partner at Emergence Capital and a sales legend. His career journey is impressive and candidly abnormal. He climbed the ranks through sales and then became the Chief Storyteller at Box, which might be the coolest title ever. Now he puts his experience and expertise to good use being an advisor and mentor along with creating GTM strategies for Emergence Capital’s portfolio companies.But that’s not all I wanted to talk to him about. Beyond his sales and marketing prowess, what has it been like as the person behind the success? What does it take to hit that pinnacle of growth? What sacrifices has he had to make? And the lessons he’s learned? Because Doug’s reputation precedes him as someone who knows his stuff, is a great connector, and is an even better mentor, while being wildly successful. Here are a few highlights we’ll dive into:Doug’s lessons on walking the fine line between monetary motivation and the pursuit of success coupled with the sheer joy of doing something impactful.Why being positive and intentional can change your outlook and output, at work and beyond.And a few tips for driving accountability and better relationships between marketing and sales. (Okay, I had to ask a few practical questions, too.) Jump into the conversation: (05:00) Level 1 Sommalier(12:01) Struggle of Your Worth in Sales(23:40) “If tech was the mafia, he’s a made man.”(45:10) The Power of Your Words & Self-Talk(1:08:10) How Can Marketers Be More Valuable?Prefer to watch? Head to our YouTube channel here: https://www.youtube.com/@TheReederCo/featured⬛ Follow Doug on LinkedIn: https://www.linkedin.com/in/douglandis/⬛ Follow Doug on Twitter: https://www.twitter.com/douglandis More from The Reeder:🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 Content Growth Guide: https://www.convert.thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 TikTok: https://www.tiktok.com/@learntoreed

Nehal Tenany is a content powerhouse. She’s helped grow multiple billion-dollar tech brands and her own audience of over 70,000 by creating hyper-relevant content.She’s a multi-hyphenate— a B2B content marketer, Instagram and TikTok influencer, and the host of the brand new iHeartRadio show, "No Filter Nehal." She’s interviewed celebrities on red carpets, created viral content for herself and B2B brands, and inked 5-figure deals with some of the world’s largest brands.We get tactical and vulnerable with Nehal as she shares her process for creating highly relevant content, practical advice for landing your first deal, and personal tips for handling burnout and self-doubt. Whether you're looking to grow an online audience, monetize your content, or find balance in your career and personal life, this episode is for you. Tune in for:Nehal’s actionable tips on how and when to create hyper-relevant content, viral content, and real-time content to drive audience growth and engagement.Why balancing authenticity, personal enjoyment, and business acumen are all needed for monetary success when it comes to negotiating brand deals. Methods for increasing self-care and balance in your life when you’ve got a career, a family, and a side hustle you love. There’s no room for self-doubt and burnout when it comes to chasing down your goals.Jump into the conversation: (09:00) Growing Her TikTok to 50k(15:00) Lessons Learned From Going Viral(22:00) Relatable Content Versus Educational Content(26:00) Nehal on the Red Carpet(28:30) Advice for Your First Brand Deal(45:00) Avoiding Burnout in Content CreationPrefer to watch? Head to our YouTube channel here: https://www.youtube.com/@TheReederCo/featured⬛ Follow Nehal on Linkedin: https://www.linkedin.com/in/nehal-tenany-20b68580/⬛ Follow Nehal on TikTok: https://www.tiktok.com/@nehaltenany ⬛ Follow Nehal on Instagram: https://www.instagram.com/nehaltenany ⬛ Listen to “No Filter Nehal” on the iHeart Radio appMore from The Reeder:🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/🟩 Website: https://www.thereeder.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 Content Growth Guide: https://www.convert.thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 TikTok: https://www.tiktok.com/@learntoreed

Yo! I’m Devin Reed. And I’m on a mission to build a bigger and more inspired career as a marketer, creator, and entrepreneur.I’ve spent 10 years in sales and marketing, become Head of Content for two billion-dollar tech companies and scaled my side hustle, The Reeder, to 6-figures — and now I’m ready to level up my creativity and earning power to hit the next level.But I need more than tips, tricks, and dopamine hits. I want inspiration and expertise that’s going to help me reach my potential.And damn it, I wanna have fun doing it. So I’m traveling America for candid, street-level conversations about creativity, marketing, and playing by your own rules. You’ll hear the stories behind the success: unfiltered conversations, vulnerable moments, and practical advice to help YOU grow your career, confidence, and income.This is Reed Between The Lines. The show for people who want to achieve phenomenal results.Prefer to watch? Head to our YouTube channel here: https://www.youtube.com/@TheReederCo/featuredMore from The Reeder:🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/🟩 Website: https://www.theredeer.co🟩 Subscribe: https://www.thereeder.co/newsletter🟩 Partner with The Reeder: yo@thereeder.co🟩 Content Growth Guide: https://www.convert.thereeder.co🟩 LinkedIn: https://www.linkedin.com/in/devinreed🟩 TikTok: https://www.tiktok.com/@learntoreed