Stacking Growth | The B2B Go-to-Market Podcast

Topics Covered Influencer marketing as a modern demand lever in a “feeds are flooded” environment (credibility + distribution vs polish) Building an influencer program as a repeatable system (not one-off posts) Aligning influencer strategy to GTM motion: PLG + sales-led dual motion, fast sales cycle, and audience behavior on LinkedIn Talent sourcing: internal creators, power users, frontline thought leaders, executive narrative voices, and “entertainer/evangelism” creators Using influencer content as paid social creative (thought leadership ads) and deciding what to amplify Program mechanics: 3-month trials, post cadence, onboarding, briefs, review cycles, and relationship management Incentives tied to outcomes (PLG signup bonus, ARR percentage via UTM) Measurement options: cost per signup, CPM/efficient reach, ABM-style reach goals, qualitative signals, and attribution constraints Quality control: “smell test” for AI slop, engagement pods, and meaningful comment engagement Activation workflow: first-hour engagement, “let it cook” windows, reporting, UTM updates for paid vs organic, and distribution trade-offs Questions This Video Helps Answer How do you structure B2B influencer marketing so it drives demand (not just awareness) without becoming random acts of promotion? How should a B2B team align influencer strategy to GTM motion (PLG vs sales-led) and measurement constraints? What’s the best place to start: internal creators, power users, or external influencers? How do you choose influencer “types” (executive narrative, frontline education, entertainment/evangelism) based on goals? What contract length and cadence reduces the risk of declaring influencer “doesn’t work” too early? How do you turn influencer posts into paid social assets using thought leadership ads? What’s a practical incentive structure for creators tied to signups and revenue (UTM-based)? How do you spot inflated performance from AI-generated engagement or engagement pods? When should you promote a post, and when should you leave it organic? How can you evaluate influencer impact using CPM, reach, signups, and qualitative sales signals? Key Takeaways If you want results, avoid one-off influencer posts; start with at least a 3-month trial so performance can compound and audience association can form. In crowded feeds, influencer works because it combines trust with distribution; paid amplification (thought leadership ads) can make “small” creators valuable when the story is strong. Start sourcing from internal creators and product power users first; they’re cheaper, more credible on use cases, and their content can be promoted to the right audience. Make onboarding and relationships non-negotiable: demo the product, ideate together, and set a clear review cycle so feedback doesn’t show up only as late-stage Google Doc edits. Tie incentives to business outcomes and effort: bonus for PLG signups over the contract window, percentage of ARR from UTM-driven revenue, and paid boosts for high-performing posts (which also benefits the creator’s audience growth). Don’t boost everything: let posts run organically first, then selectively promote what’s likely to work in paid (not every organic winner is a paid winner). Quality control requires human judgment: scan comments and engagement patterns for meaningful conversation vs AI slop, pods, or gamed metrics.