Influencer Advisory™For Marketing Leaders at Enterprise Software Companies
Turn the Creators Your Buyers Follow at Work Into Booked Demos
We find the creators your buyers follow at work, have them use your product in their own work, and track every demo back to the creator.
Campaigns for 55+ brands · Willow Voice: 1,000 sign-ups in 14 days
Enterprise teams treat creators as awareness and never count the demos
Deals take months and involve a whole buying team, so a creator video looks impossible to tie to revenue. So creators get filed under brand spend nobody can measure.
Squarespace booked 814 YouTubers a total of 6,322 times, almost 8 times each.
The software brands that win with creators don’t buy one big video. They find the creators who bring sign-ups and keep booking them.
Source: our own data on YouTube sponsorships
Why most enterprise creator programs stall
“Our deals take months, so we can’t tell what a video did”
Why it happensNobody tracked the first visit. When a deal closes months later, the creator who started it is long forgotten.
“We booked a famous tech name and got no demos”
Why it happensTheir audience was fans of tech, not the managers and directors who buy software for a team.
“The read sounded like an ad and people skipped it”
Why it happensA script about the platform shows nothing. Buyers want to watch someone in their job use it on a problem they have.
“Security and legal took weeks to approve one video”
Why it happensNobody set clear rules on what the creator could show, so every screen and claim went back for review.
“One video went up, then nothing”
Why it happensA buying team sees a product many times before a demo. One booking reaches one person, once.
“We can’t find creators our buyers watch”
Why it happensCreator marketplaces lean consumer. The operators, analysts and podcast hosts your buyers follow are mostly not on them.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for enterprise software
Three steps, and every one of them ends in a number you can count.
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1
Find the creators your buyers follow at work
Operators, analysts, podcast hosts, and LinkedIn and newsletter writers in the job you sell to. We pick them by who watches, not how many follow.
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2
Show your product inside their own work
Each creator uses your product on a problem from their own job, with no script. What they can show is agreed with your security and legal team before they record.
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3
Track every demo, then book the winners again
Every creator gets their own link, so first visits, demos and the deals they lead to tie back by name. The creators who bring demos get booked again.
Examples
One software campaign we ran, and two brands we took apart from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not software sold to companies
Software sold to teams, with a demo or a trial
Size
Under $10M a year
Doing $10M+ a year
Creators
Never sponsored a creator and no plans to
Already sponsor creators, podcasts or newsletters, or ready to
What you count
Views and reach
Demos and pipeline you can count
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your creator program
See which creators your buyers already follow at work, and what they would bring in.