Speakers: Vin Matao, Founder, Creator Buzz | Brianna Doe, Creator, Founder, and Podcast Host
B2B influencer marketing isn’t just a repackaged B2C play, it’s an entirely different muscle. In this TACK Insider session, the host sat down with the CEO of Verbatim and the founder of Creator Buzz to dig into how B2B brands can use influencer partnerships to drive real business outcomes, not just vanity metrics.
From picking the right creators to designing full-funnel campaigns, this conversation surfaces hard-won lessons and sharp guidance for marketers who want to make influencer marketing a core part of their GTM strategy.
Too often, brands default to “brand awareness” as the stated objective without knowing what success really looks like. Instead, Brianna suggests zooming out:
“Ask what would make you look back in a year and say this was successful.”
That shift often surfaces more specific needs—like trial signups, lead gen, or market share—that better shape campaign decisions.
Follower count is a weak proxy for effectiveness—especially in B2B, where niche relevance beats mass reach. Vin recommends selecting influencers based on audience quality and alignment.
“Impressions are fine,” Vin notes, “but meaningful conversations in the comments—that’s where the value lives.”
Instead of debating whether micro or macro influencers are “better,” use both intentionally. Macros can drive brand awareness; micros bring niche authority and engagement.
Vin adds that in B2B, many creators have full-time jobs or businesses, so they’re choosy. “They don’t want to feel like a billboard,” he says. “They’ll prioritize work that aligns with their values and time.”
A common mistake? Treating influencer posts as isolated splash moments instead of embedding them into broader campaigns.
Nick points out that many brands launch LinkedIn influencer posts… and then do nothing with them. The shelf life is short, and the impact fades fast.
“In B2B, it’s rarely a value problem—it’s a distribution problem,” says Vin.
Not every campaign lands. Both speakers shared examples where performance fell flat—often because the influencer wasn’t well-integrated or the audience was misaligned.
Brianna recalls a campaign that bombed on first try. “We had to scrap the one-post-per-influencer approach and rebuild a strategy with fewer creators but more consistent content,” she says. The second time around? Significantly better results.