Podcast Title: How to Win at B2B Influencer Marketing with Vin Matano, Founder of Creatorbuzz | Ep. 332
Host: Daniel Murray
Guest: Vin Matano
Release Date: July 16, 2025

Introduction and Guest Background

In the opening segment, Daniel Murray welcomes Vin Matano, an ex-sales representative turned full-time creator and founder of Creator Buzz, a B2B influencer marketing agency. Vin shares his journey from a six-year tenure in a Martech company's sales department to building a personal brand around sales tips and stories. This transition into the creator economy laid the foundation for his current venture, Creator Buzz.

Vin Matano [01:10]: "I spent the last six years at a Martech company on the sales side... building my personal brand, really around sales... that's how I got into the creator economy."

Understanding B2B Influencer Marketing

Vin Matano provides a comprehensive definition of B2B influencer marketing, distinguishing it from traditional influencer marketing. While traditional influencer marketing often involves promoting consumer products to a broad audience, B2B influencer marketing focuses on promoting products or services to other businesses, typically through knowledge-based creators or professionals on platforms like LinkedIn.

Vin Matano [02:03]: "In B2B, an influencer is someone who has a following of other professionals... promoting software or services that help another business."

Setting Up a B2B Influencer Marketing Program

The discussion delves into how B2B companies can establish effective influencer marketing programs. Vin emphasizes the importance of understanding the company's go-to-market strategy—whether it's sales-led or product-led growth (PLG). He highlights the shift in buyer behavior, noting that 80% of the buyer's journey is now conducted anonymously, making traditional sales outreach less effective. Influencer marketing emerges as a strategic solution to bridge this gap by leveraging trusted advisors and professional networks.

Vin Matano [02:54]: "Buyers want to shop on their own terms and get recommendations from friends, colleagues, and trusted advisors... influencer marketing addresses this trend."

Advice for B2B Creators Getting Started

When asked about advice for B2B creators, Vin shares insights from his own experience. He advocates for sharing "lived experiences" and providing value through knowledge sharing, especially on LinkedIn. Daniel reinforces the importance of effective storytelling and engaging video formats, suggesting that creators start by repurposing their best-performing written content into video scripts.

Vin Matano [07:37]: "Share your own lived experiences and provide value through knowledge sharing. Combine both elements to create compelling content."

Daniel Murray [09:18]: "Even if you're doing episodic content and prioritizing value, you still need a good hook and engaging storytelling to capture attention."

Creating Engaging Content and Storytelling in B2B

The conversation shifts to the mechanics of creating engaging content. Vin explains the importance of hooks—visual, spoken, and textual—to captivate the audience from the outset. He outlines a modern storytelling approach tailored for short-form content, where the climax is introduced first to hook viewers, followed by context and resolution.

Vin Matano [12:16]: "In short-form content, start with the climax to hook viewers, then build out the scene and context. This approach keeps the audience engaged."

Types of Sponsorships in B2B Influencer Marketing

Vin explores various sponsorship models prevalent in B2B influencer marketing. While sponsored posts on LinkedIn remain the most common, traditional forms like newsletter and podcast sponsorships are also significant. Additionally, he highlights innovative approaches such as integrating creators into company-owned assets, webinars, annual reports, and in-person events. An example includes sending a local food creator to a restaurant association event to capture content and drive foot traffic.

Vin Matano [18:50]: "Beyond sponsored posts, creators can participate in webinars, white papers, and in-person events to enhance brand presence and generate authentic content."

Ideal Partnerships and Creator Relationships

The dialogue emphasizes the value of long-term partnerships between brands and creators. Vin advocates for starting with trial campaigns—typically one to three posts—to assess compatibility before committing to ongoing collaborations. Building deep, trust-based relationships ensures that creators can authentically promote the brand, leading to sustained success.

Vin Matano [24:11]: "The goal is to develop long-term relationships with creators. Start with a few posts to test compatibility, then move towards ongoing partnerships."

What Makes a Good or Bad B2B Creator

Vin advises brands to steer clear of creators who solely focus on engagement through memes or non-original content. Instead, he recommends partnering with creators who foster strong communities and engage in meaningful conversations with their audience. Such creators, regardless of their follower count, are more effective in driving conversions and maintaining audience trust.

Vin Matano [25:58]: "Avoid creators who rely only on memes for engagement. Look for those who have meaningful interactions with their community, fostering trust and driving conversions."

Marketing Hill: Content Without Attribution

One of the key takeaways from Vin is his stance on content attribution in marketing. He believes that not every piece of content needs explicit attribution to achieve broader marketing goals. Allowing creators the freedom to experiment without strict performance metrics encourages innovation and long-term success.

Vin Matano [29:12]: "Content doesn't always need attribution. Allow creators to experiment and take swings without the pressure of immediate returns."

Closing Remarks and Where to Find Vin

In conclusion, Vin shares his active presence on LinkedIn, where he practices "building in public" by sharing both successes and challenges. He emphasizes the importance of transparency and continuous storytelling to engage and grow his audience.

Vin Matano [32:02]: "I share every aspect of running my business on LinkedIn, including challenges and wins. This transparency helps build trust and engagement with my audience."

Daniel Murray wraps up the episode by encouraging listeners to subscribe and follow the Marketing Millennials podcast for more insights from top marketing professionals.

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This episode offers invaluable insights into the evolving landscape of B2B influencer marketing, providing actionable strategies for both brands and creators to navigate and succeed in this dynamic field.