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Episode: Performance Ads vs Influencers: Smart CMOs Reveal Where They're Moving Their Budgets
Release Date: July 17, 2025
Host: Benjamin Shapiro
Guest: Joe Pirello, CEO and Co-Founder of Props

Introduction

In this episode of the MarTech Podcast™, host Benjamin Shapiro engages in a compelling conversation with Joe Pirello, the CEO and co-founder of Props. Props is at the forefront of blending creator content with performance marketing, offering brands innovative strategies to drive predictable business outcomes. The discussion delves deep into the evolving landscape of marketing budgets, specifically contrasting performance advertising with influencer partnerships.

Blending Performance Marketing with Creator Content

[01:38] Joe Pirello emphasizes the synergy between creator marketing and paid media, stating, “We’re combining creator marketing with the precision and scale of paid media... We have the full funnel, but at the end of the day, we are 100% accountable for business results.” Pirello underscores that merging these two approaches allows for both creativity and measurable outcomes, setting Props apart in the marketing arena.

[02:25] Benjamin Shapiro probes further by questioning the effectiveness of allocating budgets solely to performance marketing or influencer partnerships. Pirello responds by advocating for a hybrid approach, suggesting that reliance on a single strategy can be limiting.

Performance Marketing vs. Influencer Partnerships

Performance Marketing: Controlled and Measurable

Pirello advises that for marketers seeking immediate and controllable results, performance marketing is the way to go. He notes, “If they don't want to get fired in the short term, I would spend it on performance marketing because at least there you're in control of the audience. You can track the response.” This approach offers brands the ability to adjust strategies in real-time based on measurable data, ensuring that investments directly correlate with outcomes.

Influencer Partnerships: The Hit-Or-Miss Scenario

Conversely, when discussing influencer partnerships, Pirello highlights the inherent uncertainties. He explains, “You’re in the hit business and that’s scary sometimes.” The unpredictability of content performance and the opaque nature of influencer audiences—such as follower authenticity and geographic distribution—introduce variables that can complicate campaign success. Pirello points out the complexities involved, including dealing with influencer agents and the subjective nature of content creation, which can lead to inefficiencies and wasted budgets if not meticulously managed.

Accountability and Risk Mitigation

A critical advantage of blending performance marketing with creator content, as presented by Pirello, is enhanced accountability. By integrating paid media, brands can ensure that content reaches the intended audience while maintaining the ability to measure and adjust campaigns based on performance data. Pirello asserts, “Blending it with paid media and making sure the content's on the website, that's really where it removes all the risk,” emphasizing that this hybrid model mitigates the unpredictability associated with influencer-only strategies.

Strategic Budget Allocation

When advising marketers on budget allocation, Pirello recommends a balanced approach. He suggests prioritizing performance marketing for its controllability and measurable returns, especially for those wary of the uncertainties in influencer partnerships. However, for brands willing to invest in long-term brand building and willing to navigate the complexities of influencer dynamics, a well-executed influencer strategy can complement performance initiatives.

Conclusion

The conversation between Benjamin Shapiro and Joe Pirello offers valuable insights into the strategic considerations CMOs must navigate when allocating marketing budgets. Pirello’s advocacy for a blended approach—leveraging both performance marketing and creator content—provides a roadmap for brands seeking to maximize their marketing ROI while minimizing risks. By combining the precision of paid media with the creative potential of influencer partnerships, marketers can achieve both immediate and sustained business growth.

Notable Quotes:

• Joe Pirello [01:38]: “We’re combining creator marketing with the precision and scale of paid media... We have the full funnel, but at the end of the day, we are 100% accountable for business results.”

• Joe Pirello [02:43]: “If they don't want to get fired in the short term, I would spend it on performance marketing because at least there you're in control of the audience. You can track the response.”

• Joe Pirello [03:08]: “You’re in the hit business and that’s scary sometimes.”

• Joe Pirello [04:08]: “Blending it with paid media and making sure the content's on the website, that's really where it removes all the risk.”

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