The Case for Influencer Marketing in B2B with Brianna Doe (Founder at Verbatim)

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Nov 20, 2025

Brianna Doe, the founder of Verbatim and a seasoned strategist in influencer marketing, shares invaluable insights on B2B influencer marketing. She discusses how influence shapes buying journeys and highlights strategies B2B brands can adopt from B2C. Brianna introduces the Creator Engine Framework and emphasizes the importance of selecting the right creators aligned with campaign goals. She also covers measuring impact beyond vanity metrics and successfully scaling influencer programs to ensure sustainable engagement and outreach.

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INSIGHT

Influence Shapes B2B Buying

Influence now shapes the B2B buying journey because buyers piece together trusted sources across channels.
If your strategy doesn't meet buyers where trust lives, you become invisible.

ADVICE

Set KPIs And Involve Creators Early

Define success and KPIs before contacting any creators and align with sales, product, and CS.
Ask creators about formats, rates, and co-creation early so briefs become strategic guardrails.

ADVICE

Design Experiences Not Just Posts

Treat influencer work as curated experiences, not isolated posts, and integrate creators into customer journeys.
Don’t treat creators as salespeople; design the post-funnel nurture and purposefully route traffic.

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#305 Influencer Marketing | This episode is a live session from Drive 2025 with Brianna Doe, where she breaks down why influence is now shaping every step of the buying journey, how smart B2B brands are borrowing plays from B2C, and what it really takes to build a creator program that doesn’t flame out on day one. She gets into the messy reality of picking the right creators and measuring impact without deluding yourself with vanity numbers.

Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.

Timestamps

(00:00) - – Intro
(02:23) - – Why Influence Drives Modern B2B Buying
(05:18) - – What B2B Can Steal From B2C Playbooks
(08:13) - – The Creator Engine Framework
(11:30) - – Picking the Right Creators (Without Getting Burned)
(14:48) - – Building Campaigns That Don’t Feel Like Ads
(18:03) - – How to Measure Real Impact (Not Vanity Metrics)
(22:05) - – Running a 90-Day Pilot That Actually Works
(24:50) - – Scaling From One-Off Posts to a Full Program

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