Be a part of B2B advertising and marketing chief and writer Justin Levy as he dismantles the parable that influencer advertising and marketing is only a “model” play, demonstrating how operational rigor, granular attribution, and deep creator partnerships can remodel social affect right into a high-performance demand engine.

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Episode Abstract

It’s one factor to have a UTM for a webinar. It’s one other factor to say particular person influencer A goes to have their very own UTM in order that we are able to monitor the impression… how a lot pipeline they create us versus different influencers. Since you’re paying each influencer totally different quantities of cash, and their impression on pipeline, leads, and MQLs goes to be totally different.

On this episode of Radically Clear, host Jennifer Gutman sits down with B2B influencer pioneer Justin Levy to dismantle the parable that influencer advertising and marketing is strictly a “top-of-funnel” model play. With expertise main packages at powerhouses like ZoomInfo, Demandbase, and ServiceNow, Justin reveals the tactical blueprint for reworking influencers in B2B right into a high-performance demand-generation engine.

The dialog dives deep into the “how-to” of attribution, beginning with the stunning frequency with which manufacturers fail to implement granular UTM monitoring for particular person creators and influencers. Justin additionally explains why a CMO’s demand for pipeline isn’t a menace to influencer budgets, however a chance to show ROI via exact knowledge.

He even shares a masterclass in “Social Promoting 2.0,” detailing how sensible gross sales groups can bridge the hole between an influencer’s remark part and a closed-won deal with out breaking the viewers’s belief.

What all of us on LinkedIn universally hate is a pitch slap. You settle for an invitation and 10 seconds later you get a message that’s, ‘Hey, thanks for the comply with, right here’s our cool product.’ In the event you try this on the influencer stage, it’s a extremely dangerous and actually fast option to break belief together with your influencer.

Past the numbers and impression, Justin and Jennifer discover the shifting significance of influencer advertising and marketing for B2B manufacturers in 2026. They focus on the rise of AI influencers and why the “belief economic system” makes human creators extra beneficial than ever.

Whether or not you need to scale through micro-influencers who supply deeper partnerships or making an attempt to persuade your management that influencers deserve a seat on the “main channel” desk alongside webinars and ebooks, this episode offers the unconventional transparency wanted to show affect into income.

Sizzling matters:

  • The attribution hole: Why particular person UTM monitoring is the “primary” step most B2B manufacturers are nonetheless lacking, and the way it modifications the dialog with the CMO.
  • Influencers as demand gen: Shifting the mindset from “attain and impressions” to “pipeline and MQLs” by integrating gross sales groups into creator conversations.
  • The micro-influencer benefit: Why creators with 10,000 followers usually out-influence these with 500,000, and construct “deep-dive” partnerships that bigger creators can’t supply.
  • The AI belief disaster: Navigating the rise of AI-generated creators and utilizing LLMs to scale analysis and temporary improvement with out dropping the human authenticity in influencer advertising and marketing that drives B2B gross sales.

Meet Justin

Justin Levy is a B2B advertising and marketing chief with 15+ years of expertise constructing and scaling social media, influencer, and creator packages for high-growth enterprise manufacturers.

Most just lately, he led social media and influencer advertising and marketing at ZoomInfo, the place he centered on turning social and creator partnerships into measurable model and demand engines. Previous to that, Justin held senior roles at Demandbase, ServiceNow, and Citrix, main world social media, influencer, and group initiatives throughout complicated B2B shopping for cycles.

Earlier in his profession, Justin led a social media company serving Fortune 500 manufacturers and has since consulted with advertising and marketing groups and businesses throughout B2B, SaaS, know-how, and enterprise providers.
Justin’s work sits on the intersection of social, creators, and income—constructing scalable packages, operational rigor, and measurement frameworks that transfer past one-off activations.

He has been featured in shops together with FOX Enterprise, the Related Press, Inc. Journal, and The Boston Globe, and is the writer of the second version and co-author of the third version of Fb Advertising.

Regularly requested questions

Sure. When structured appropriately, B2B influencer advertising and marketing can drive measurable pipeline, MQLs, and income. The secret’s monitoring particular person influencers with distinctive UTMs and integrating efficiency knowledge together with your CRM and advertising and marketing automation platform.

You monitor ROI by assigning every influencer distinctive monitoring hyperlinks and measuring their impression on leads, MQLs, pipeline, and closed-won income. Attribution should transcend impressions and engagement metrics.

Usually, sure. Micro-influencers sometimes have deeper belief with area of interest audiences. In B2B, that belief can generate greater engagement, higher conversations, and extra certified pipeline than bigger however much less focused creators.

Gross sales groups ought to monitor influencer engagement and take part naturally in conversations with out instantly pitching. The objective is to construct relationships and transfer prospects ahead with out damaging belief.

AI can help analysis and scale content material improvement, however belief stays central in B2B shopping for. Human creators are nonetheless important for credibility, relationship-building, and affect that drives income.


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