B2B Influencer Marketing: How to Plan and Run Effective Campaigns

A recording will be provided to all registered students

The live course is a total of 8 hours long, spread out over 4 sessions, each 2 hours long. Additionally, home work will be given however that is optional.

This course is for in‑house marketers at B2B startups and SaaS companies: influencer marketing managers, brand marketers, and social media managers who need to either launch or scale influencer marketing. If you’re being asked to “do influencer marketing” but don’t yet have a clear playbook, this course is for you.

By the end, you’ll know how to plan and run B2B influencer campaigns end‑to‑end: set goals and KPIs, build budgets, discover and evaluate creators, write effective briefs, run outreach and negotiations, manage agreements and payments, give focused feedback, and track and report performance to stakeholders.

This course is built specifically for B2B influencer marketing and SaaS. We focus on complex buying cycles, niche ICPs, LinkedIn and YouTube as core channels, and KPIs that matter to B2B leaders (pipeline, product adoption, traffic quality)—not just vanity metrics or one‑off “viral” posts.

Yes. You’ll learn how to use LLMs and AI‑assisted browsers for influencer discovery, keyword lists, profile evaluation, and even improving briefs. We also discuss when to use discovery tools/platforms, where they fall short, and how to combine manual research with AI to save time without sacrificing quality.

You’ll get practical workflows and examples you can adapt immediately: campaign essentials, KPI frameworks, influencer target list structure, brief components, outreach email templates, negotiation guidelines, reporting structures, and post‑campaign review prompts. The focus is on making your day‑to‑day work easier and more structured.

You don’t need to be an expert. Basic familiarity with marketing concepts (campaigns, KPIs, channels) is helpful, but the course is designed to support both beginners to influencer marketing and those who’ve run a few campaigns and want a more robust, repeatable system.

The course is designed with solo marketers in mind. You’ll learn how to prioritize, build scalable workflows, and make smart trade‑offs when you don’t have a big team. You’ll also see how to use AI and simple tools to create leverage, without needing a complex platform.

Very. You’ll define your own campaign goals, KPIs, and budget, build a first version of your influencer list, draft a brief, and write outreach emails. You can apply everything directly to a real campaign you’re working on, instead of hypothetical examples only.

Yes. You’ll learn how to structure reporting for awareness, traffic, and conversion campaigns; which metrics to highlight; how to deal with attribution gaps; and how to present results and learnings in a way that builds trust and support from your C‑level and cross‑functional partners.

Yes. We’ll cover when it makes sense to use an influencer agency or an end‑to‑end influencer platform, what the trade‑offs are (cost, visibility, relationship ownership), and how to decide whether to keep influencer marketing in‑house or not once you understand the process.

The course runs live across 4 sessions (8 hours total):

Lesson 1: Campaign essentials

Lesson 2: Discovery and briefing

Lesson 3: Influencer relations

Lesson 4: Feedback and reporting

You’ll get live Q&A in each session, a 1:1 consulting session with Sarah, and access to a closed student community where you can ask follow‑up questions, share campaign examples, and learn from peers facing similar B2B influencer marketing challenges.