Why B2B Needs Creators: Insights from Brianna Doe on Marketing in Progress

by Gayle Kalvert

Marketing today moves at the speed of light. New AI tools launch daily, buying behaviors shift overnight, and it can feel impossible to keep pace—let alone decide which trends actually matter. That’s why I loved sitting down with Brianna Doe, founder and CEO of Verbatim, for the latest episode of Marketing in Progress.

Brianna runs an influencer marketing agency that partners with brands across tech, fashion, retail, and health and wellness. In our conversation, she offered a grounded, refreshing take on how creators can help brands grow—and why B2B companies should be paying attention.

1. Budgets Are Fluid—Start with ROI, Not a Number

One of the biggest questions Brianna hears from brands is simple: How much should we spend on influencer marketing?

Her answer? There’s no magic formula. Rates vary wildly—two influencers with identical engagement might quote $500 and $15,000 for the same deliverable. Instead of starting with a fixed budget, Brianna recommends beginning with goals and expected ROI, then testing and scaling from there.

“It’s hard to build a budget when you don’t know what results look like. Experiment first, then figure out the investment,” she explained.

2. In B2B, Audience Quality Beats Follower Count

Tech and enterprise brands don’t need influencers with half a million followers. They need trusted voices whose audiences are full of decision-makers.

“A thought leader with 10,000 CFOs in their audience can be more valuable than someone with 500,000 random followers,” Brianna said.

It’s a reminder that relevance and authority matter far more than reach—especially in complex buying cycles.

3. Build Your Brand, Not Just Your Company’s

Brianna is seeing more employees create content and grow personal audiences, and she’s all for it.

“Jobs come and go. You don’t want to be ‘Brianna from Apple.’ You want to be Brianna—no matter where you work.”

For marketers and executives alike, cultivating your own voice is a long-term career asset.

4. The AI Frontier Is Already Here

Perhaps the most eyebrow-raising part of our chat? AI-generated influencers.

Brands are already paying for “people” who don’t exist—complete with photo-realistic content and brand deals. Brianna calls it “dystopian,” but admits it’s a growing reality. For now, she’s sticking with humans, but it’s a trend marketers can’t ignore.

5. Don’t Forget the Human Moments

Of course, we didn’t stay entirely serious. We compared hype songs (Brianna’s current pick: “Dance the Night” by Dua Lipa) and traded 90s favorites—from Pink’s Trustfall to an enthusiastic petition to bring back the Thong Song.

These moments reminded me why I started Marketing in Progress in the first place: to have real conversations, with real people, about a field that changes every day.

Listen & Learn

If you’re curious about influencer marketing, or just need a shot of creative energy, listen to the full episode of Marketing in Progress with Brianna Doe. You’ll walk away with fresh ideas for:

Building a personal brand that outlasts any job title
Partnering with creators—without blowing your budget
Preparing for the next wave of AI in marketing

Much love,

Gayle