In this episode of Stop the Scroll, host Brianna Doe speaks with Val Riley, VP of Marketing at Unbounce, about B2B influencer marketing strategies and the growing importance of authentic partnerships in the SaaS space. Val shares insights on influencer selection, structuring partnerships, and predictions for the future of influencer marketing.
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Best Moments:
(01:27) Unbounce's acquisition of Insightly and their complementary offerings
(03:00) Criteria for selecting influencers for B2B partnerships
(05:52) Structuring influencer partnerships on a quarterly basis
(08:43) Focus on LinkedIn as the primary platform for B2B influencer marketing
(10:11) The importance of allowing influencers to maintain their authentic voice
(13:50) The growing significance of humor and personality in B2B marketing
(16:00) Predictions and excitement for influencer marketing in 2025
(17:12) Strategies for finding the right influencers for B2B partnerships
(19:35) The potential for dedicated influencer relationship roles in marketing teams
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Guest Bio:
Val Riley is the VP of Marketing at Unbounce, a leading platform for creating high-converting landing pages. With experience managing marketing for both Unbounce and Insightly, Val has valuable insights into B2B influencer marketing, particularly in the SaaS space.
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The Secrets to Thriving Creator-Brand Partnerships
If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.
Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.
To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!
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