The Executive Brand Podcast How ZoomInfo Scaled their Creator Program to 40+ Influencers & Millions in Revenue
Justin Levy is the Director of Social Media & Influencer Marketing at ZoomInfo, a $1.2B ARR company with 4,000+ employees. He built their first executive social program, scaled employee advocacy from 100 to 1,800 people, and grew ZoomInfo’s creator program to 40+ creators across LinkedIn, TikTok, YouTube, Substack, newsletters, and podcasts.
That program alone drove thousands of webinar registrants and millions influenced in revenue.
We break it all down in this episode.
What You’ll Learn
• The real reason LinkedIn reach is collapsing and why the algorithm now behaves more like TikTok
• Why B2B brands should stop overextending on LinkedIn and where to diversify instead
• The truth about vertical video on LinkedIn and why the returns are shrinking
• How ZoomInfo uses YouTube Shorts & Reddit to influence AI Overviews and search
• The 5 pillars of ZoomInfo’s social + creator ecosystem and which one outperforms everything
• Why ZoomInfo’s creator program drives millions in revenue with a full attribution breakdown
• How to launch an influencer program with a small budget
• Paid vs. earned influencer content: how B2B brands should think about it
• What B2B creators get wrong: over-monetizing, low authenticity, and trust decay
• How ZoomInfo built a 12-hour/day social SWAT team to handle brand attacks in under an hour
Perfect For You If
• You lead marketing or brand at a B2B company
• You're experimenting with creator or influencer marketing
• You want to diversify beyond LinkedIn
• You’re building an executive social program or employee advocacy motion
• You want to understand how a $1.2B ARR company runs modern social at scale
Connect with Justin:
Justin’s LinkedIn: https://www.linkedin.com/in/justinlevy/
ZoomInfo: https://www.zoominfo.com/
Connect with me:
Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Website: https://www.project33.io/
Chapters
00:00 — Why Justin’s creator program outperforms everything else
02:00 — ZoomInfo’s 5,000-registrant virtual event (and 2,000 from creators)
03:07 — The biggest gap in B2B social today
04:30 — How LinkedIn’s algorithm actually works in 2025
06:00 — Vertical video fatigue and diminishing returns
06:58 — YouTube Shorts, TikTok & Reddit: new frontiers for B2B
10:26 — Why LinkedIn is still #1 but shouldn’t be your only channel
12:44 — ZoomInfo’s top 3 social channels
14:13 — Breaking down ZoomInfo’s creator program
15:57 — Why creator-driven demos outperform branded demos
17:50 — Earned vs. paid: how to classify influencer marketing
19:47 — Why you should combine logo placements + integrated creator content
21:36 — How ZoomInfo measures millions in influenced revenue
23:21 — Why every creator post gets a UTM
24:55 — Why Justin ignores “the link kills reach” myth
25:45 — First-touch, influenced pipeline, and attribution modeling
27:34 — How smaller companies should start creator marketing
29:53 — The “Top 50” organic play that gets creators on your radar
33:13 — How many creators to pick for a 3-month test
35:26 — Why you should always pair creator campaigns with a lead magnet
37:07 — How Justin evaluates ROI when enterprise cycles are long
39:35 — Why SMB-heavy leads aren’t good enough
41:32 — One-to-one pipeline attribution explained
43:37 — How to pick the right creators
45:25 — The hidden metric Justin cares about
47:18 — The authenticity problem with full-time creators
50:22 — FTC rules, disclosure, and trust
52:16 — Inside ZoomInfo’s 12-hour/day social SWAT team
56:33 — Why consumers are shifting complaints from public to private
59:00 — Closing
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