About this episode

Brianna Doe discusses how to effectively implement influencer marketing in B2B, emphasizing the importance of defined success metrics and a structured approach.

Most B2B influencer programs fail for the same reason: no defined success metrics before the first post goes live. Brianna Doe, founder of influencer marketing agency Verbatim, breaks down how to actually build an influencer program that maps to pipeline — not just impressions. She covers her "Creator Engine" framework, how to tier creators by authority and reach, and why 90 days is the absolute minimum for a meaningful pilot. If you're trying to convince leadership this channel works, this is the playbook. Timestamps (00:00) - - Intro (01:00) - - Why influencer marketing is no longer optional in B2B (03:00) - - What most companies get wrong about influencer marketing (07:00) - - Lessons B2B can borrow from B2C influencer campaigns (08:00) - - The creator engine: how to actually structure an influencer program (13:00) - - How to choose the right creators for your goals (15:00) - - How to align your team on what success actually looks like (22:00) - - The 90-day influencer pilot framework (25:00) - - How to coach leadership on offers, ROI, and longer B2B sales cycles (34:00) - - How to discuss risk with clients before handing over creative control to influencers Join 50,0000…

People in this episode

Host: Dave Gerhardt

Guest: Brianna Doe

Topics covered

• influencer marketing
• B2B marketing
• success metrics
• creator engine
• influencer program
• pipeline
• leadership

Keywords

• influencer marketing
• B2B
• success metrics
• creator engine
• influencer program
• leadership
• ROI
• pilot framework

Sponsors

Webflow

Mentioned in this episode

Organizations: Verbatim

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