In this episode of Velocitea, Emily and Forrest get spicy about influencer marketing in B2B tech. They break down why internal influencer programs so often turn into glorified PR, why “we’ll just work with a few creators we know” doesn’t scale, and how treating influencers like journalists backfires fast.

They dig into what actually makes a good influencer program work: repeatable systems, real data, clear ROI, and a healthy respect for creators as partners. Along the way, they talk about tastemaking, why most brands only see the tip of the iceberg on performance, and how the right campaigns can force a marketing org to finally get serious about analytics.