Every B2B product is starting to look the same. Features are converging, AI is making it easier to ship software overnight, and the noise on LinkedIn has never been louder. So what actually sets a brand apart?David Walsh, three-time founder and CEO of Limelight, joins me to break down why brand, personality, and creator-led marketing are becoming the only real competitive advantages in B2B. We get into the rise of micro-creators, the authenticity debate around AI-generated content, and why most companies are leaving influencer marketing on the table. Highlights:(00:00) Meet David Walsh(01:18) Limelight's evolution and biggest lessons (04:45) How LinkedIn content has shifted (05:30) The rise of micro and niche creators (07:00) LLM visibility and the new shelf life of content (10:15) Why brand is the only moat left (12:30) Employee advocacy as the starting point (17:00) What's actually performing on LinkedIn (18:30) Can you be authentic and still use AI? (21:00) How to define authenticity in content (24:30) Vibe coding a SaaS product in 45 minutes (28:30) What's next for LimelightResources:Hear more from me in the Stop the Scroll Newsletter: https://briannadoe.substack.com/Connect on LinkedIn: https://www.linkedin.com/in/brianna-doe/ Follow David on LinkedIn: https://www.linkedin.com/in/david-walsh-limelight/Check out Limelight’s website: https://www.limelighthq.com