Reaching Decision-Makers in a Noisy Market
If there's one thing we know at Later, it's that influencer marketing works — when it's done strategically. But like many B2B brands, we faced a challenge: how do you cut through the noise and reach busy marketing decision-makers who are already overwhelmed with content?
The answer? Partner with creators they already trust.
Between July and September 2025, the Later marketing team launched our "Customer Zero" campaign — designed to educate marketers on why influencer marketing is essential for business growth, while driving qualified leads, and pipeline for Later.
Our ultimate objective was to connect with senior-level marketing decision-makers who are exploring influencer marketing for 2025 — not with another sales pitch, but with education and inspiration from voices they already trust.
Our campaign goals:
Educate and Inspire: Show marketers and agencies that influencer marketing is essential for business growth in 2025.
Establish Thought Leadership: Spotlight expert creators and marketing voices who can credibly speak to the value of organized, data-driven influencer programs.
Drive Action: Encourage new brand decision-makers to book free strategy sessions with Later’s team, proving how Later delivers time savings, ROI, and scalable campaign success.
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Book a Strategy SessionOur Multi-Platform Strategy
Most B2B brands default to LinkedIn. We went further.
We knew our target audience — brand and agency marketers exploring influencer marketing for 2025 — weren't just on LinkedIn. They were scrolling Instagram Reels during lunch breaks, reading industry newsletters on Sunday mornings, and engaging with thought leaders across platforms.
So we built a multi-platform strategy:
Instagram Reels for visual storytelling
LinkedIn for professional credibility
Newsletters for deeper education
TikTok for trend-forward content
Finding Creators Where Our Audience Lives
Based on our campaign goals and strategy, we mapped our creator selection criteria, focusing on experienced marketers, creators, and consultants who educate their audiences on digital growth and brand building.
To move quickly and still maintain a high bar for all our partnerships, our team relied on Later’s Brand Suitability Insights as a core part of our creator evaluation process.
Instead of spending weeks combing through search results, old posts, and press mentions, the team used the tool to surface a full picture of each creator’s online footprint. Every potential partner was reviewed for credibility, past controversies, misinformation flags, and competitor conflicts. This gave us an early read on reputational fit and let us confidently shortlist creators who matched both the brief and the tone of the campaign.
With clear risk scores across key categories, we were able to compare creators objectively and make decisions supported by evidence rather than intuition. The process also freed up significant time. What would have taken our team several weeks of manual research was condensed into a swift vetting step that helped us move into contracting and creative planning far faster.
The result was a creator roster that not only reached the right audience but brought the level of trust and brand alignment needed to support a high visibility B2B initiative.
We partnered with expert creators who are known marketing educators and content strategists — voices trusted by brand decision-makers — to authentically show how Later uniquely makes running influencer campaigns easier and more data-driven than ever.
Alan Hwang
VP of Demand Gen, Later
Managing Campaigns Without the Chaos
After we identified the right creators, we needed to move fast without drowning in spreadsheets or losing track of deliverables across multiple partnerships.
Using Later, we managed the entire campaign across contracts, deliverables, timelines, and approvals in one connected workflow, which meant we always knew what was coming, what was missing, and what needed attention. Instead of juggling spreadsheets and long email threads, everything lived in a single place. This allowed the team to spend more time shaping the creative direction and less time chasing files and deadlines.
As the campaign progressed, the platform's AI-powered recommendations helped us optimize in real time. We could see which content formats were resonating, which platforms were driving the most engagement, and where to allocate our paid amplification budget for maximum impact. Every campaign insight fed back into our approach, making our strategy smarter with each activation.
Creating Content that Converts
The highest-performing content showcased the value of leveraging authority and trust in influencer partnerships.
Our top performer — Oren (@orenmeetsworld), known as "The Internet's Creative Director” — drove 598 of 696 total conversions and led in pipeline impact. His newsletter feature highlighting Later achieved a 49.79% open rate, demonstrating the trust and engagement he's built with his audience.
The content that performed best shared a common thread: credibility and expertise. When creators with deep knowledge in their fields shared authentic perspectives on Later, engagement soared:
@thebrandblueprint_ (Instagram): 3.24%
@thebrandblueprint (TikTok): 3.22%
@orenmeetsworld (Instagram): 1.13%
Amplifying Organic with Paid
Great organic content deserves amplification. We took our highest-performing creator content and ran white-labeled paid social ads targeting a mix of Later's ideal customer profile and website visitors, remarketing to Later product page visitors.
By combining organic creator content with strategic paid amplification, we maximized reach while maintaining authenticity — proving that creator partnerships can drive both awareness and pipeline when executed thoughtfully.
Learning What Works
One of our biggest learnings? Quality over quantity.
Despite leveraging only two creators, our Customer Zero campaign drove a +75.3% increase in impressions and +288% increase in link clicks. This underscored the critical impact of precise creator selection and brand alignment in maximizing content performance.
Later’s comprehensive reporting suite made it easy to track performance across every stage of the campaign — from individual creator metrics to full-funnel business impact. Our dashboard integrated organic and paid performance data in real time, allowing us to see exactly which creators, content formats, and platforms were driving the most engagement and conversions.
Instead of waiting weeks to compile spreadsheets or reconcile data from multiple sources, we had instant visibility into:
Creator-level performance: Which partnerships delivered the highest engagement rates and conversion impact
Content format insights: How Reels, TikTok content, newsletters, and LinkedIn posts performed relative to each other
Channel attribution: Which platforms drove awareness vs. which drove qualified leads
Full-funnel metrics: The complete journey from impressions to MQLs to pipeline
This level of visibility allowed us to optimize in real time, doubling down on top-performing channels while making strategic adjustments to underperforming elements. Every data point fed back into our strategy, helping us prove ROI with confidence and translate creative campaigns into measurable business impact.
Organic Performance
221K total views across platforms
2.2K total engagements across platforms with 1.11% average engagement rate
10 pieces of repurposable content
Paid Performance
$7,350 spend across 4 ad sets
100K+ total impressions and 2,000+ clicks
129 Marketing Qualified Leads (MQLs)
$57 cost per MQL
Business Impact
$291,500 in new inbound pipeline generated
$918 cost per ICP MQL
What's Next: Building an “always-on” Ambassador Program
As marketers, we know that repeated exposure builds trust. Research shows 28% of consumers need to see a creator promote a product 3-4 times before purchasing (eMarketer).
Trust takes repetition. The most impactful partnerships aren't transactional — they're ongoing collaborations that allow creators to authentically integrate your product into their content ecosystem.
Regan Powers
Director of Client Services, Later
With this in mind, our next campaign is all about deepening relationships and creating repurposable content at scale. We're moving toward an “always-on” ambassador-style program with:
Briefing calls with creators to fine-tune concepting and strengthen trust
Creator-in-Residence program where expert creators collaborate directly with our team on campaign strategy
Establish long-term ambassador partnerships to build on creative campaigns, create repetition, and transform audience awareness into trust
Office Hours content featuring live conversations between Later and expert creators on topics like "How to brief creators for better ROI"