The 1% Insight
Welcome to The 1% Insight podcast, where we help B2B Tech Marketers engage, build trust and create value for their target audience + companies through the power of B2B Content!
In each episode, we dive into strategies that will help you engage the majority of your market, those not actively buying today but who are shaping their future buying decisions while also providing value to your existing customers & those who are ready to buy.
We explore how B2B Tech companies can turn their content into strategic communication channels that build trust, engage audiences, and provide real value.
With a focus on creating content engines that position your brand as a trusted industry voice, The 1% Insight content ensures you have the tactics & information to be top of mind when prospects are ready to buy. If you're ready to learn how to turn early-stage awareness into tomorrow's demand, this podcast is for you.
Learn how "The 1%" changes can make all the difference!
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The 1% Insight
How To Run a B2B Influencer Programme with Chris Peters & Will Beech of Moon at Dawn | #27
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If you're marketing a B2B tech company, you've probably watched the influencer conversation grow on LinkedIn and wondered whether any of it applies to you. Chris Peters and Will Beech of Moon at Dawn make the case that it does, but not in the way most tech brands assume.
In this episode we get into why picking creators on "vanity and vibes" is the fastest way to waste budget, why your own customers are your most credible advocates and how peer content is now shaping the answers buyers get from LLMs.
We also cover how to set up a programme from scratch when you've got nothing in place, how to measure it against the campaigns you already run and what a fully integrated influencer engine looks like twelve months in.
For B2B tech marketers trying to build trust with an out of market audience, this is a practical look at a channel most of your competitors are still getting wrong.
Key insights for B2B Tech Marketers:
→ Influence in B2B goes far beyond content creators. Subject matter experts, academics and key opinion leaders are the under-tapped opportunity while everyone else chases creators.
→ Start with your customers. They already know the product, so they can speak to it more authentically than any paid creator and they'll often do it for free.
→ Peer content is now feeding LLM answers. Getting trusted voices to validate your research and brand directly influences what buyers see when they ask an AI.
→ "Vanity and vibes" selection is a common failure. Build a business case with real signals behind every influencer, not follower counts and gut feel.
→ Activate a cohort, not a single bet. Twelve to fifteen smaller, relevant voices beats betting the house on one big creator.
→ Measure against what you already run. Benchmark an influencer pilot against your existing awareness or lead gen activity.
→ The goal is integration, not a side project. A mature programme runs horizontally through events, content and PR not as an adjacent experiment.
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