Justwillaitken

That's Will Aitken, who posts under the handle @justwillaitken. "Trust me I'm a salesman" is his signature brand phrase, used across platforms to signal that his content comes from genuine B2B sales experience rather than armchair theory. He blends real tactical advice with self-aware humor about sales culture, which is what separates him from traditional sales coaches.

His bio and content positioning consistently frame him as someone who has worked in B2B sales, not just someone who talks about it. He uses "Trust me I'm a salesman" as an ironic but grounded tagline, and his posts on cold calling mechanics, discovery frameworks, and elevator pitches read like someone with real practitioner experience. The humor only lands the way it does because it's clearly coming from the inside.

Yes, mocking LinkedIn culture is one of his most recognizable content angles. He's posted parody videos targeting the hollow thought-leadership style common on the platform — including the cliché of salespeople using a warmer "pretend name" persona on LinkedIn. The angle resonates strongly with people who work in B2B and have to scroll through that content daily.

He frames discovery as a process of uncovering why a prospect's current situation cannot continue — the goal is to surface genuine business urgency rather than just qualify budget and timeline. His content on this pushes sellers to root their questions in the cost of inaction rather than pitching features. It's one of his more tactical, less comedic content categories.

His content skews heavily toward SaaS and software sales, with recurring hashtags like #saaslife, #techceo, and #softwareindustry running through his posts. A lot of his humor specifically targets the internal culture of tech startups — the jargon, the inflated titles, the tone-deaf leadership — which makes him particularly relevant to people selling or working inside B2B software companies.

He's posted content specifically on how to answer "what does your company do?" in a way that's clear and human instead of jargon-heavy. The format he teaches is built for outbound and networking situations where sellers have a few seconds to make the pitch land. His angle is cutting the corporate fluff and leading with the problem you solve, not the product name.

Yes, alongside his sales tips he regularly posts satirical commentary on tech company culture — things like the unofficial tech worker uniform, out-of-touch SaaS founders, and startup clichés. It's a distinct content layer that appeals to anyone working inside a tech company, not just salespeople. That crossover audience between #techlife and #b2bsales is a big part of why his engagement runs well above the category average.

His TikTok account has been dormant for roughly a year as of mid-2026, with no public explanation given for the pause. YouTube is listed as his primary platform, which suggests he has shifted his content focus there rather than maintaining both simultaneously. It's a pattern seen among B2B creators who find longer-form video a better fit for educational content.

Will Aitken is based in Halifax, Nova Scotia — he name-drops Halifax directly in his TikTok bio. That makes him a notable exception in the B2B sales creator space, which is dominated by people in major tech hubs like Toronto, San Francisco, or New York. Atlantic Canada doesn't produce many creators in the SaaS and enterprise sales niche at his level of engagement.

YouTube is actually his primary platform, with TikTok having been his early growth channel. As of mid-2026 his TikTok has gone roughly a year without new uploads, making YouTube the place to find his active content. His total audience across platforms sits in the tens of thousands, putting him in the Micro creator tier with engagement that punches well above that range.