You know that feeling when you hold back for so long, put something in the world and it's validated? Dang, it's so motivating. I published my first newsletter last week and shared the insights on LinkedIn. 400+ engagements later, I'm excited to share this next framework.
I know what you're thinking, "not another piece on the creator economy."
But it's important to understand why marketers are missing the mark on their influencer programs. In a zero-click world, B2B brands are forced to identify new distribution channels to reach and convert their target audience. Creators have been an invaluable part of our marketing mix over the last year. And no, it's not just another passing trend.
Alanah Joseph and I have been building the HubSpot Creators program for nearly three years now, we've done hundreds of deals across podcasting, YouTube, and newsletters. All of this got me thinking, what are the principles that make our program successful?
Here's how it works.
Old vs. New: Ads to Partnerships
One mistake I see brands make is treating creators like another ad unit.
Like a one-off sponsored LinkedIn post during a fleeting campaign. But here's the insight that's shaping our approach at HubSpot: long-term creator partnerships significantly outperform one-off ads in both engagement and ROI. In fact, we've found that this approach can reduce your cost per lead by 40-50%.
Yes, you read that correctly.
So what does a creator partnership look like?
The Key Principles of Effective B2B Creator Partnerships
- Audience Alignment: Find creators who speak directly to your audience segments. It's not about reaching the most people, but the right people. Look for creators whose topic coverage aligns with your product use cases. Analyze their engagement rates, not just follower counts. And ensure their audience is growing. A creator with 10k highly engaged followers in your niche can be more valuable than one with 100k general followers.
- Editorial Independence: This can be challenging, but it's crucial. Give creators the freedom to speak in their own voice and creative style. Content that feels natural to their platform always performs better than something molded by the brand. Provide clear objectives and messaging, but trust the creator's expertise in engaging their audience. We've seen that when creators have the freedom to present our message in their unique style, reach and engagement go through the roof.
- Commitment: Move beyond one-off ad deals. We're talking 6, 12, even 24-month partnerships. This approach provides creators with a stable source of revenue and gives you the opportunity to build deeper, more meaningful relationships. Long-term partnerships allow for more strategic planning and can lead to compound benefits over time.
- Value Addition: Don't just promote products; provide additional value. Instead of asking a creator to simply promote your latest product feature, offer their audience exclusive content, research, or tools that they will find useful. The branded content should feel like a natural extension of the creator's existing material.
- Multi-Channel: Think bigger. How can you get a creator more involved in your marketing plan? Can they speak at your industry event? Can you have them host a workshop for your team? Can they participate in a customer or prospect meet-up event? B2B creators are practitioners in their field. Their experience, skillset, and credibility can offer a lot of value for your brand. Develop partnerships that are multi-channel. This gives the creator additional distribution and revenue as they grow their business.
Here's an example that shows how this works:
Recently, we teamed up with a YouTube creator known for social media marketing. She made a video about Instagram follower growth. Instead of just plugging our social media software, we gave her audience early access to our 2024 Instagram Engagement Report.
Why did this work so well?
The creator's content addressed a specific need (Instagram growth), and our report provided data to back up her strategies. Her audience got valuable insights, and we showcased our expertise.
The outcome was impressive: her viewers got actionable information, and we saw a significant boost in CVR and qualified leads. People started associating HubSpot with useful industry knowledge, not just another software tool. The results speak for themselves.
At HubSpot, we've put these principles into action. We've partnered with over 100 creators this year alone. Now, about 60% of our media network reach and demand comes from these partnerships. More importantly, the leads generated through creator partnerships are showing a strong ROAS when compared to traditional channels like Meta and Google.
Remember, in B2B marketing, building trust is key. By partnering with respected creators, you're not just buying ad space; you're investing in relationships that can open doors to new audiences and opportunities.
The future of B2B marketing, it seems, may be more human than we thought.
Catch you later ✌️
Kyle
Sr. Director of Marketing, HubSpot
