The Case for Influencer Marketing in B2B with Brianna Doe (Founder at Verbatim) — The Dave Gerhardt Show (from Exit Five)

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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