B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing · Jeremy Shere

B2B influence marketing w/ Nick Bennett

·35 min·1 clip

People trust people, not logos.

Jeremy Shearer starts with the basic question: does influencer marketing work in B2B the way it does in consumer markets? Nick Bennett answers by treating it like a real go-to-market decision, not just a branding exercise. That sets the tone right away. Jeremy then asks about Nick's background, and Nick lays out a 30-year run as a B2B marketer in tech before landing at TAC as Chief Customer Officer and Co-Founder. The conversation stays steady and practical. When it turns to creator partnerships, Nick says the first mistake is treating them as transactional one-offs. Most creators and influencers, he says, will not respond well to that. He points to a slower approach. A company can start with one or two LinkedIn posts, maybe a webinar, maybe a newsletter, and watch whether the relationship deserves to become a long-term partnership and part of the go-to-market strategy. Jeremy pushes on what matters most when choosing people. Nick says engagement matters more than follower count, because the system can be gamed. He points to engagement pods and inflated post likes as reasons to ignore surface numbers. Then he gives a working range. On LinkedIn, he likes micro-influencers in the 10,000 to 50,000 follower range. Bigger accounts are not automatically stronger. They are often more expensive, and Nick is less interested once the numbers get too high. Smaller creators can be the better fit. They often have genuinely engaged audiences and may still be early in monetizing their work. Jeremy keeps pulling the useful idea back into simpler language. The point is to look for engagement, relevance, and practical partnership potential instead of chasing vanity metrics.

As heard by us

A practical take on B2B influence, where engagement matters more than follower count.

B2B influencer marketing gets treated here as a working decision, not a shiny label. Jeremy Shearer and Nick Bennett focus on how B2B teams should judge creators, with Nick making the case that engagement matters more than follower count and that one-off transactional asks are…

Read the full review in PlayNext →

Why you'd press play

Use B2B creator partnerships without overtrusting LinkedIn follower counts.

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing