The Dave Gerhardt Show (from Exit Five) Influencer Marketing, Podcasting Strategy, and Brand Driving Demand with Jess Cook (VP Marketing at Vector)
Jan 15, 2026
Jess Cook, VP of Marketing at Vector with a rich background in content and brand direction, discusses innovative B2B marketing strategies. She unveils the success of their influencer pilot, generating 45 demos and a $1.1M pipeline. Jess dives into creating a uniquely engaging podcast format focused on decisive company moments and the effectiveness of a brand mascot—a ghost! Her insights on scaling influencer partnerships and optimizing LinkedIn strategy offer actionable takeaways for marketers looking to drive demand creatively.
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Small Pilot, Big Pipeline
- Jess ran a $12k, three-month influencer pilot using seven micro-influencers with ~12–13k followers.
- That pilot produced 45 demos, >80% ICP fit, and about $1.1M in pipeline.
Choose Channels You Can Execute
- When demand-gen resources are limited, prioritize distribution channels you can run well.
- Use influencers to buy trusted reach instead of diving into ad ops you can't support.
Turn One-Offs Into Retainers
- Convert one-off influencer buys into longer-term retainers to capture B2B purchase timelines.
- Sponsor-plus-influencer hybrids and recurring partnerships scale impact over months.