ROI of B2B Creators—Pricing, Proof & Pitfalls | E93 with Hector Forwood

Why does B2B influencer marketing feel so chaotic right now? 🤔 LinkedIn reach is down, creators are charging enterprise prices, and everyone’s asking how to prove ROI without waiting nine months for a deal to close.

In this episode, we’re joined by Hector Forwood, co-founder & CEO of Flooencer, to demystify what’s working (and what’s broken) in B2B influencer marketing—how to pick the right creators, what to pay, and how to measure impact the C-suite will actually buy.

We get into:

 ✅ What’s changed on LinkedIn (why organic reach has dropped & what still works now: carousels/PDFs, mixed media, and long-tail impressions)
 ✅ Creator types—content creators vs. thought leaders—and when you need both
✅ Pricing sanity: flat fee vs. affiliate/rev-share, and avoiding the “three posts for £18k” trap
✅ Measuring ROI for PLG vs. enterprise (discount codes & clicks vs. engaged-persona tracking)
✅ Running technical campaigns that aren’t cringe (how to make deeply technical features land with data teams)
✅ Small-budget playbook: start with customers, employees & partners, then micro-creators off LinkedIn (TikTok/YouTube)
✅ The four pillars of advocacy (influencers, employees, partners, customers) and how to stack them
✅ Red flags to skip: AI “agents” that are just automations, bait resources, and vanity engagement
✅ A couple of painfully honest “don’t do this” stories to keep you out of trouble 😬

If you’re trying to make influencer work on a B2B budget—or trying to price your own content without getting fleeced—this one’s for you.

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.