“Influencer marketing is a channel, but you are working with a human being and a creator who spent a lot of time investing in their audience.”

Influencer marketing might look flashy, but behind every great campaign is a whole lot of strategy and intention. On this episode of Inside the Process, LinkedIn legend and Verbatim founder Brianna Doe gets real about what it takes to run influencer programs that actually work — especially in the wild world of B2B. She spills the tea on sketchy engagement pods, oversharing creators, and why follower count is kind of a scam (okay, not totally, but still). From sending the right briefs to making sure your content doesn’t sound like a bad infomercial, Brianna breaks it all down with honesty, humor, and some seriously helpful tips. If you’ve ever thought, “Wait, are we doing this right?” — this one’s for you.

Key Takeaways:

- Engagement pods ≠ real influence – If the comments feel fake, they probably are. Authenticity wins every time.

- Follower count is just a number – It’s not about how many people follow a creator, but who they are and if they care.

- Creative briefs are your BFF – Want content that doesn’t feel like a commercial? Give influencers the tools to make it their own.

- Consistency is queen – The algorithm loves a rhythm. Help creators stay on their schedule, not yours.

- B2B can be bold – LinkedIn (and even YouTube!) are primed for fresh, creator-led campaigns—don't sleep on them.

Chapter Markers:

[0:00] From creator to agency owner

[9:07] How to vet influencers

[18:10] Red flags in the influencer world

[23:14] POD vs friendly support

[31:20] How to be a good parter for an influencer

[35:50] Set the partnership up for success

[40:10] Timing your posts

Resources:

Want more resources from this episode? We’ve got an episode recap, replay, and every template, process, and resource we covered right here: https://trainual.com/insidetheprocess

Trainual

Inside The Process provides solutions for every aspect of the business — from process headaches and system improvement to self-management and leveling up as a leader.

Mallory Glessner sits down with some of the brightest business minds and unpack their specialized insights to help you improve and level up the work you’re doing.

This is one of a few podcasts from Trainual, a software platform that helps businesses build playbooks to train and grow their team. You can check out the rest of our shows here: https://trainual.com/insidetheprocess

How (and Why) It’s Time to Rethink B2B Influence w/ Brianna Doe