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

Most B2B influencer programs fail for the same reason: no defined success metrics before the first post goes live. Brianna Doe, founder of influencer marketing agency Verbatim, breaks down how to actually build an influencer program that maps to pipeline — not just impressions. She covers her "Creator Engine" framework, how to tier creators by authority and reach, and why 90 days is the absolute minimum for a meaningful pilot. If you're trying to convince leadership this channel works, this is the playbook.

Timestamps

• (00:00) - - Intro
• (01:00) - - Why influencer marketing is no longer optional in B2B
• (03:00) - - What most companies get wrong about influencer marketing
• (07:00) - - Lessons B2B can borrow from B2C influencer campaigns
• (08:00) - - The creator engine: how to actually structure an influencer program
• (13:00) - - How to choose the right creators for your goals
• (15:00) - - How to align your team on what success actually looks like
• (22:00) - - The 90-day influencer pilot framework
• (25:00) - - How to coach leadership on offers, ROI, and longer B2B sales cycles
• (34:00) - - How to discuss risk with clients before handing over creative control to influencers

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