GTM AI Podcast with Coach K and Jonathan Moss GTM AI Podcast: B2B Influencer Marketing and the AI-Human Balance with Hector Forwood
Oct 9, 2025
Hector Forwood, CEO of Flooencer and a B2B influencer marketing guru, shares compelling insights from over 1,000 sponsored campaigns. He reveals a staggering 37% price hike in creator rates and critiques poor CPM metrics brands are facing. The conversation dives into the balance between AI-generated content and genuine human storytelling, emphasizing the need for authenticity. Hector also discusses the future of SaaS pricing and the innovative use of no-code tools. With predictions about AI's limited future improvements, this chat is packed with actionable strategies for marketers.
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Founder's Sales Roots
- Hector grew up reading pitch decks early and ran childhood side hustles that taught sales.
- Those experiences plus a Cognizant sales role led him into founding and GTM work.
B2B Influencer Pricing Bubble
- B2B influencer marketing is in a creative bubble with rapidly rising prices and poor CPMs.
- Hector's data shows average creator fees rose ~37% in 12 months, creating a wild-west pricing market.
Make Sponsored Posts Sound Human
- Blend brand messaging into personal stories so promoted posts feel authentic.
- Position product use cases through creators' personal perspectives to drive higher engagement.