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

#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.

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Timestamps

• (00:00) - – Intro
• (02:33) - – Why Influence Drives Modern B2B Buying
• (05:28) - – What B2B Can Steal From B2C Playbooks
• (08:23) - – The Creator Engine Framework
• (11:40) - – Picking the Right Creators (Without Getting Burned)
• (14:58) - – Building Campaigns That Don’t Feel Like Ads
• (18:13) - – How to Measure Real Impact (Not Vanity Metrics)
• (23:29) - – Running a 90-Day Pilot That Actually Works
• (26:14) - – Scaling From One-Off Posts to a Full Program

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