How To Win in B2B Social in 2026 with Chris Cunningham, Founding Member at ClickUp

I actually think I remember the social agency days because I used to live in San Diego and I used to see you guys marketing jobs.

And then you switched to this app and I was like, wait, weren't they a social media agency? Yeah,

we were.

We pivoted.

So a lot of people know that it was a pivot.

Um, let's go into it.

So you, you've generated some crazy numbers.

You were in the B2B space where people say social doesn't work social.

You can't use TikTok.

You can't use video.

You can't have fun.

Um, let's go behind the strategy of how you think about social and how brands should think about social, especially in the B2B space.

The best way I can say that I think about it is almost how I've done everything in my life.

Like when I look at school, you know, everyone told me, hey, get one job, move your way up.

I've always felt like what everyone says is not always right, right? And that might be arrogant.

That might be like the wrong thing to say.

But it's honestly always how I felt.

I think sometimes when everyone is saying something, it's not right.

It doesn't mean it's right.

And it doesn't mean it's wrong always, but I've always liked to go against the grain.

And so when I really fully took over all the content and everything at ClickUp, I was like, I want...

I always have everyone telling me what to do, right? But I see what I believe.

And I believe that a lot of things that they say we can't do in B2B are going to be big.

The first example was influencer marketing.

People don't remember this, but like five, six years ago, influencer marketing was not really a thing in B2B, but it was in B2C.