The Case for Influencer Marketing in B2B with Brianna Doe (Founder at Verbatim)
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this episode from Drive 2025, Brianna Doe breaks down how influence has transformed B2B buying behavior and why modern companies can no longer ignore influencer marketing. She explains that 84% of B2B buyers rely on peer recommendations, and 75% research products after engaging with thought leadership content (06:01). The episode covers her "Creator Engine" framework for running successful influencer programs, from discovery to measurement. (09:12)
- Core theme: B2B influencer marketing has evolved from nice-to-have to essential, requiring strategic frameworks and careful measurement rather than scattered campaign approaches
Speakers
Brianna Doe
Brianna Doe is the founder of Verbatim, an award-winning influencer marketing agency that works across both B2C and B2B clients. She has spent 14 years helping brands from scrappy startups to household names stand out in crowded social feeds, working with clients ranging from e-commerce and sustainability companies to B2B SaaS platforms. She's also a LinkedIn creator herself, giving her a unique 360-degree perspective on both sides of influencer marketing partnerships.
Key Takeaways
Influence is No Longer Optional in B2B
Modern B2B buying isn't linear - buyers piece together insights from LinkedIn DMs, peer comments, and industry leaders they trust before making decisions. (06:01) With 87% of B2B buyers giving more credence to content from trusted industry experts, companies that don't meet buyers where trust already exists become invisible. This shift requires marketers to understand that influence shapes every step of the buying journey, not just awareness.
Borrow B2C Strategies for Authentic Partnerships
Successful B2C brands don't just hand creators scripts - they give them a seat at the table in campaign development. (07:03) The key is letting creators shape the narrative instead of forcing them to act like walking advertisements. When brands leverage existing trust and authentic voices rather than trying to manufacture both, campaigns feel alive because they actually are authentic to the creator's style and audience expectations.
Start with Strategy, Not Tactics
Before engaging any influencers, define what success actually looks like across your entire organization. (10:27) Most failed campaigns happen because marketers create KPIs in isolation, leading to campaigns that generate impressive vanity metrics but no business impact. Align with sales, product, and customer success teams on primary and secondary metrics before launching any partnerships or contracts.
Focus on Experiences, Not Just Posts
The mantra should be "experiences, not just posts." (13:02) While sponsored posts can work, they need to be part of curated customer journeys that integrate creators into your existing marketing funnel. Remember that influencers aren't your salespeople - they're trust-builders who should lead prospects into well-designed nurture sequences and customer experiences that you control.
Measure What Matters, Not What's Easy
Track one primary metric and one secondary metric rather than getting lost in vanity metrics. (18:51) Most B2B programs should focus on lead generation or direct conversions as primary, with brand awareness as secondary. Build scalable measurement systems from day one, and always map results back to business priorities rather than getting distracted by follower counts or engagement rates that don't drive revenue.
Statistics & Facts
- 84% of B2B buyers rely on peer and industry leader recommendations when making purchasing decisions. (06:01) This statistic demonstrates why traditional marketing approaches that don't leverage trusted voices are becoming less effective.
- 75% of B2B leaders research products after engaging with thought leadership content. (06:07) This shows the direct connection between influencer-created content and purchase research behavior.
- 87% of B2B buyers give more credence to content featuring industry experts they trust. (06:07) This highlights the critical importance of partnering with credible voices rather than just popular ones.
