Monetizing Expertise: Kate Strachnyi on B2B Influencer Marketing

The Business of Marketing Podcast: https://contentmonsta.com/podcasts/the-business-of-marketing-podcast/ With the rise of the creator economy on platforms like LinkedIn, B2B brands are seeking ways to authentically leverage influencers for greater reach, impact, and tangible business results. Kate Strachnyi shares industry insights on setting realistic ROI expectations, vetting true thought leaders over surface-level creators, and embracing genuine narratives over empty metrics. The episode explores how agencies and companies can bridge the gap between impactful storytelling, accurate data, and business growth, especially amidst evolving digital measurement challenges. Connect with us: Rocio Osuna - https://www.rocioosuna.com/ Kate Strachnyi - https://www.linkedin.com/in/kate-strachnyi-data/ A. Lee Judge https://ALeeJudge.com ============ ⏰ Timecodes ⏰ 0:00 - Setting ROI expectations with clients 1:16 - The rise of LinkedIn's creator marketplace 3:12 - Setting ROI for brand collaborations 4:46 - Niche influencer marketing and defining success metrics 6:28 - Impact of platform-driven influencer programs on agencies 7:33 - Building and maintaining an exclusive creator network 9:34 - Vetting influencers for brand partnerships 12:13 - Who should publish on LinkedIn inside a B2B company? 13:25 - When executives or customers aren't camera ready 16:26 - What B2B teams get wrong about data storytelling 18:22 - Presenting marketing data internally & setting honest expectations 23:19 - The value of "LinkedIn lurkers" and unmeasurable impact 27:17 - What companies need in place before starting influencer programs 30:54 - Big vs. small companies: who’s prepared for influencer marketing? 31:56 - Where to find Kate Strachnyi and wrap-up