In this episode of the Founder Spotlight Podcast, we sit down with AJ Eckstein, the founder of Creator Match, a platform revolutionizing LinkedIn creator marketing. AJ shares his journey from being a corporate consultant to building an innovative startup that connects brands with LinkedIn creators, allowing both parties to thrive in a previously untapped space.
Why does this story matter? LinkedIn, while a dominant professional network, has lagged behind other social media platforms in monetization opportunities for creators. AJ and Creator Match are changing that narrative, opening new doors for both brands and content creators.
AJ’s story is one of passion meeting opportunity. Before launching Creator Match, he worked as a consultant at a Fortune 500 company, advising major clients like Google, Stripe, and Airbnb.
As an active LinkedIn creator himself, AJ often found himself alone in his niche at creator events:
"I would go to creator conferences and be the only one focused on LinkedIn while everyone else talked about YouTube, Instagram, or TikTok. That told me LinkedIn was an underserved market."
He also noticed that LinkedIn creators were unable to monetize their content effectively, as the platform lacked built-in monetization tools like YouTube or Instagram. Around the same time, he observed that brands were looking for more engaging ways to market their products to a professional audience. The combination of these factors led to the birth of Creator Match.
Leaving a stable career to start a company is no easy decision. AJ faced multiple challenges but turned them into learning experiences.
After three years in consulting, he faced a career crossroads:
AJ chose option three, leveraging his passion for LinkedIn and creator marketing to launch Creator Match.
Building a company without external funding is challenging, but AJ embraced the hustle:
"I’m not even taking a salary as the founder. I live frugally, making sure we can reinvest in the company and team."
Despite not raising funding, Creator Match has seen rapid growth, landing major clients like HubSpot, Notion, BetterHelp, and Teachable.
So what makes Creator Match unique? The platform provides immense value for both brands and creators:
Additionally, Creator Match is rolling out a private beta Chrome extension, giving brands deep insights into LinkedIn creators, including engagement rates and top-performing posts.
AJ has built a scrappy yet highly effective team, focusing on core principles that drive success:
Despite being a small company, Creator Match competes with larger agencies by focusing solely on LinkedIn as a marketing channel. This hyper-specialization has been a key differentiator in an otherwise crowded influencer marketing space.
AJ shares some invaluable advice for entrepreneurs considering launching their own startup:
"I didn’t quit my job until I had savings to last a full year with no salary."
Making the leap without planning can be risky. AJ recommends ensuring financial security before going all-in.
Before going full-time, AJ had already built initial momentum with Creator Match.
"Start working on your business before quitting; don’t wait to figure it out after you leave your job."
Starting a company requires embracing uncertainty.
"If you want to be the kind of person who takes the game-winning shot—knowing the risk—you might be a founder at heart."
AJ is relentless in his pursuit of making Creator Match the go-to platform for LinkedIn creator marketing.
"Some say there's risk in jumping, but there's also risk in staying where you are and never realizing your potential."
AJ’s journey from corporate consultant to startup founder is inspiring for anyone looking to break into entrepreneurship. Tune in to the full episode of the Founder Spotlight Podcast to hear more about his insights, challenges, and vision for the future of LinkedIn creator marketing.
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