b2b · saas
B2B Influencer Marketing Examples From 7 Software Brands That Work
Seven software brands, one repeat pattern. Deal counts from our sponsorship database show how Squarespace, Skillshare and NordVPN actually win on YouTube, and what your B2B program can copy.
Key takeaways
- Squarespace leads every software brand we track with 6,033 sponsored videos across 794 creators, re-booking each one about 7.6 times.
- Skillshare (5,951 deals), Surfshark (4,106), NordVPN (2,787) and Brilliant (2,527) run the same pattern, a personal link plus a steady drip of reads.
- The winners re-book the same creators for years, while scattered programs like Notion (1.3 reads per channel) stay small.
- Every example pairs a flat fee with a tracked personal code, so the brand can count signups per creator instead of guessing at reach.
The best B2B influencer marketing examples are not flashy launches, they are software brands quietly paying the same creators over and over for years.
Squarespace is the clearest one. In our sponsorship database we count 6,033 sponsored YouTube videos for Squarespace across 794 different creators, going back to 2017 and still running this month. That is more software-brand sponsorships than almost any company alive.
The pattern under that number is the whole lesson, and it repeats across every software brand that wins on YouTube.
How Squarespace became the example to copy
Squarespace did not get there with one big celebrity post. It got there by re-booking the same trusted creators again and again.
Across those 794 creators, Squarespace books each one about 7.6 times on average. Its most-booked partner, the travel channel Cruise With Ben and David, has read Squarespace 83 times. Maker duo Evan and Katelyn at 1.63 million subscribers ran 41 reads, and photographer Jared Polin at 1.52 million ran 41 more.
Nobody pays for the same creator eighty times unless that audience is buying.
The deal shape is simple and consistent. Every read sends people to a personal link, squarespace.com slash the creator's name, carrying a free trial plus 10 percent off the first purchase. That personal link does two jobs, it tracks exactly which creator sent each signup, and it lets the brand pay on performance.
The price ladder is wide, because Squarespace buys across every audience size. From our quoted-rate records, How To Renovate A Chateau at 563K subscribers was quoted $6,000 for one integration, Kelsey Rodriguez at 286K was $2,200, and larger channels like The Thought Emporium sit near $25,000 a video. Small and steady beats one expensive name.
We pulled this whole program apart in our full Squarespace campaign analysis, with the funnel math and the creator scoring laid out.
The other software brands running the same play
Squarespace is not alone. The same repeat-creator pattern shows up across every software brand with a serious YouTube program.
| Brand | Sponsored videos | Creators | Re-books per creator | Top repeat partner |
|---|---|---|---|---|
| Squarespace | 6,033 | 794 | 7.6 | Cruise With Ben and David (83 reads) |
| Skillshare | 5,951 | 2,192 | 2.7 | Lucie Villeneuve (97 reads) |
| Surfshark | 4,106 | 1,561 | 2.6 | Undecided with Matt Ferrell (43 reads) |
| NordVPN | 2,787 | 1,010 | 2.8 | HalfGēk (65 reads) |
| Brilliant | 2,527 | 651 | 3.9 | Newsthink (87 reads) |
| HubSpot | 233 | 59 | 3.9 | The Next Wave (37 reads) |
| Notion | 140 | 104 | 1.3 | Breanna Quan (6 reads) |
A few things jump out of that table.
Skillshare went wide, with 2,192 creators, betting on reach across the whole creative-education audience. NordVPN and Surfshark, both privacy tools, blanket the tech and explainer channels with a code-and-discount offer that any viewer can act on right away.
Brilliant and HubSpot show the other end, fewer creators booked more tightly at 3.9 reads each. HubSpot leans into business and AI channels like The Next Wave, because that is exactly where its buyer already watches.
Notion is the cautionary example here. At 140 deals across 104 creators, barely more than one read each, its program reads as scattered one-offs. One-off reads rarely compound, and the number shows it.
Picking the wrong lane is expensive, and it is the part that quietly burns a quarter before anyone notices. Choosing creators your buyer already trusts, and keeping the good ones, is the work we run for brands so the budget lands on people who actually move signups. That vetting step is also where fake engagement gets caught before you pay for it.
What every winning example has in common
Strip away the brand names and the same four moves sit underneath all of them.
They re-book, they do not chase. The signal that an audience buys is a brand returning to the same creator. Squarespace at 7.6 reads per creator is the loudest version of this.
They track with a personal link or code. Every example pairs a flat fee with a unique link, so the brand counts signups per creator instead of guessing at reach.
They lead with a low-risk offer. A free trial or a clear discount removes the scariest moment on a subscription product, getting someone through the door the first time.
They match the creator to the buyer, not to the follower count. HubSpot on business channels, NordVPN on tech explainers, Squarespace on makers and photographers who need a website anyway. Fit beats size every time.
That last point is the one most brands get backwards. A focused channel with 50,000 of the right viewers will out-convert a 500,000-subscriber channel whose audience has no reason to care.
What this means for your own program
If you sell software, you do not need a bigger launch, you need a roster you keep.
Start with a handful of creators whose audience already overlaps your buyer, give each one a tracked personal link, and pay a flat fee plus a cut of the signups. Read the results after a quarter, keep the ones who convert, and replace the ones who do not.
The metric that matters is signups per creator, not views. A viral spike of low-intent trials churns inside a month and leaves you worse off, while a steady creator your audience trusts compounds quietly across renewals.
This is the same breakdown we run for brands before a dollar goes out. We pick creators from a database of 167,000 vetted down to a roster of 9,500, using repeat-sponsorship signals instead of guesswork. We find them, screen them for fake followers, structure the deal so pay is tied to your result, and keep you clear of the disclosure mistakes that turn a good campaign into a fine.
Where to take this next
Step back to how SaaS influencer marketing works in 2026 for the whole playbook, or see B2B influencer marketing on LinkedIn for the deal shapes that audience needs.
And if you would rather skip the trial and error, tell us about your software and we will send a shortlist of creators whose audience already matches your buyer, with the ones who convert flagged from the ones who just look big.
Counts produced from Influencer Advisory's sponsorship database, sponsored videos detected June 2017 to June 2026. Quoted rates are creator-reported figures in our records. Deal totals reflect what we track and are a floor, not the brands' full spend.
Frequently asked
What is a good example of B2B influencer marketing?
Squarespace is the clearest one. In our sponsorship database it ran 6,033 sponsored YouTube videos across 794 creators since 2017, re-booking each creator about 7.6 times and sending every read to a personal trial link. The lesson is the repeat, not the size of any single post.
Does influencer marketing work for B2B and SaaS?
It works when the brand keeps the creators who convert and tracks signups per creator with a personal link or code. The software brands that win, Squarespace, Skillshare, NordVPN, Surfshark and Brilliant, all run steady repeat programs rather than one big launch, which is the pattern worth copying.
How do B2B software brands structure their creator deals?
Almost always a flat fee plus a personal link, like squarespace.com slash the creator's name, carrying a free trial or a clear discount. The personal link tracks which creator sent each signup and lets the brand pay on performance, so spend lines up with results.
Which B2B brands spend the most on YouTube creators?
By sponsored-video count in our database, Squarespace leads at 6,033, then Skillshare at 5,951, Surfshark at 4,106, NordVPN at 2,787 and Brilliant at 2,527. HubSpot and Notion run far smaller programs aimed tightly at business and productivity audiences.