In this episode of the Growth Nexus Podcast, host Ryan Shelley sits down with Vahbiz Cooper, Digital Marketing Manager at Demandbase, to unpack what it takes to create an authentic, high-performing influencer strategy in B2B marketing.
While many influencer campaigns feel scripted and hollow, Vahbiz shares how her team prioritizes relationship-building, authenticity, and humor to connect with their audience. This post explores the key takeaways from their conversation and how you can apply them to your brand’s own strategy.
Rethinking Influencer Selection in B2B
One of the biggest mistakes in influencer marketing is choosing partners based on vanity metrics, like follower count. Demandbase approaches this differently. Vahbiz explains how her team evaluates each creator’s content quality and relevance, focusing on whether their audience aligns with Demandbase’s target market. Newer creators aren’t automatically disqualified either. As Vahbiz points out, sometimes all it takes is time for good content to gain traction. The takeaway: don’t chase numbers—chase relevance.
Letting Creators Be Themselves
Early on, Demandbase used to control influencer messaging closely, even scripting out what creators should say. Over time, they learned that this rigid approach prevented an authentic performance. Now, they give creators the freedom to produce content that shows their unique style and voice. Vahbiz said this shift resulted in smoother collaborations, more natural content, and better results. The key is trusting your partners to know what resonates with their audience.
Humor Creates Connection
Demandbase found that humor is a powerful tool in B2B content. While some brands worry that humor might seem unprofessional, it helps break down barriers and make brands more relatable.
As Vahbiz told us, “Humor brings in connection; you can relate to it. So the connection is instant when there’s humor.” A good laugh, it turns out, can go a long way in building brand equity. This emotional resonance is engaging, and the content doesn’t feel forced. It’s a refreshing reminder that even in B2B, you’re still talking to people.
The ROI of Humanized Content
What happens when you shift your social strategy from corporate to human? Better engagement. Vahbiz reports that when Demandbase embraced relatable, bite-sized content, they saw a notable increase in comments and interactions. Light-hearted posts amidst the usual B2B noise stand out and stick with audiences longer.
Vahbiz puts it simply: “People are selling to people. It’s not like two logos are talking at the end of the day.” People don’t build relationships with logos; they connect with other people.
Building Long-Term Influencer Relationships
Instead of one-off influencer campaigns, Demandbase focuses on building lasting partnerships. That means follow-up, appreciation, and involving influencers in more than just a single post. They invite contributors to write blogs, appear on podcasts, and even connect with others in the industry. This approach strengthens the relationship and generates more organic advocacy over time.
Experimentation and Embracing Failure
Not every campaign hits the mark, and that’s okay. Vahbiz encourages marketers to experiment, revisit timing, and adjust tactics when something isn’t working. Her team constantly assesses their influencer lists and campaign formats to ensure they’re offering something fresh. Just as importantly, they own their failures. Being honest about what didn’t work builds trust and keeps the learning process moving forward.
Empowering Internal Influencers
Influencers aren’t always external. Vahbiz reminds us that employee advocates—especially those who use your product daily—can be your most powerful voices. Sales and customer-facing teams know the product and often have stories that resonate deeply with buyers. Encouraging internal talent to create casual, honest, and even humorous content can go a long way in humanizing your brand and increasing internal engagement.
At its core, successful influencer marketing in B2B is about people—real people sharing real stories. Demandbase’s journey proves that giving creators space to be themselves, embracing humor, and focusing on long-term partnerships leads to more impactful, authentic brand engagement.
If you’d like to learn more or connect directly with Vahbiz, she’s happy to continue the conversation. Connect with her on LinkedIn.
Host and Show Info
Host Name: Ryan Shelley
About the Host: Ryan Shelley is a business growth strategist and the host of The Growth Nexus Podcast. He specializes in helping businesses navigate the complexities of growth through strategic insights and actionable advice, working with startups and large corporations.
Podcast Website:
YouTube: https://youtu.be/oUx1DpFu7bI?si=4U2LDinKQn-u0p1Q
Listen on Spotify: https://open.spotify.com/episode/18sxwYNhZ4424284cZMVSU?si=9062116357ef402d
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