Stop The Scroll with Brianna Doe – Details, episodes & analysis

Every B2B product is starting to look the same. Features are converging, AI is making it easier to ship software overnight, and the noise on LinkedIn has never been louder. So what actually sets a brand apart?

David Walsh, three-time founder and CEO of Limelight, joins me to break down why brand, personality, and creator-led marketing are becoming the only real competitive advantages in B2B. We get into the rise of micro-creators, the authenticity debate around AI-generated content, and why most companies are leaving influencer marketing on the table. 

Highlights:

(00:00) Meet David Walsh

(01:18) Limelight's evolution and biggest lessons 

(04:45) How LinkedIn content has shifted 

(05:30) The rise of micro and niche creators 

(07:00) LLM visibility and the new shelf life of content 

(10:15) Why brand is the only moat left 

(12:30) Employee advocacy as the starting point 

(17:00) What's actually performing on LinkedIn 

(18:30) Can you be authentic and still use AI? 

(21:00) How to define authenticity in content 

(24:30) Vibe coding a SaaS product in 45 minutes 

(28:30) What's next for Limelight

Resources:

Hear more from me in the Stop the Scroll Newsletter: https://briannadoe.substack.com/

Connect on LinkedIn: https://www.linkedin.com/in/brianna-doe/ 

Follow David on LinkedIn: https://www.linkedin.com/in/david-walsh-limelight/

Check out Limelight’s website: https://www.limelighthq.com 

Most viral content spikes and disappears. Some of it actually builds something.

In this episode, Sophie Miller, founder of Pretty Little Marketer, joins me to get into what separates the two. We break down her big door, small room framework - the strategy behind content that casts a wide net without losing the plot - and why virality and intention don't have to be opposites.

We also get into the vanity metrics debate and why your platforms aren't interchangeable - each one is its own room in your marketing house with its own audience, its own goal, and its own rules.

Oh, and there's her upcoming conference called Everybody Hates Marketing. Sign me up!

Highlights:

(00:00) The “Big Door, Small Room” content strategy

(02:07) How Pretty Little Marketer took off

(07:53) Why virality doesn’t build authority

(08:21) Planning content around business goals

(10:10) Community > Views

(18:27) Viral vs. memorable content

(22:42) Turning viral content into a funnel

(29:07) Everybody Hates Marketing

Resources:

Hear more from me in the Stop the Scroll Newsletter: https://briannadoe.substack.com/

Connect on LinkedIn: https://www.linkedin.com/in/brianna-doe/ 

Follow Sophie on LinkedIn: https://www.linkedin.com/in/sophiealicemiller/

Pretty Little Marketer: https://www.prettylittlemarketer.com/

Register for the Everybody Hates Marketing Conference: https://www.prettylittlemarketer.com/everybody-hates-marketing 

In this episode of Stop the Scroll, host Brianna Doe interviews Olivia Owens, the head of creator partnerships and business development at Teachable. They discuss the evolving landscape of creator monetization, the importance of authenticity in partnerships, and the future of work. The conversation delves into how creators can effectively monetize their content, the significance of aligning monetization strategies with one's lifestyle, and insights into Teachable's "9 to 5 Quitters Club" initiative.

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Best Moments:

(01:20) Olivia's role at Teachable and the evolution of creator partnerships

(04:43) Advice for creators looking to monetize their content

(07:05) The importance of lifestyle and audience engagement in choosing monetization strategies

(10:59) The concept of the "9 to 5 Quitters Club" and redefining work

(16:05) Goals and success metrics for the 9 to 5 Quitters Club initiative

(17:54) Tips for creators interested in building courses

(19:37) The importance of not overthinking monetization and diversifying revenue streams

(22:18) The evolving creator economy on LinkedIn

(23:35) Off-the-record segment: Olivia's personal preferences and opinions

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Guest Bio:

Olivia Owens is the head of creator partnerships and business development at Teachable, a platform that helps creators monetize their knowledge through courses, coaching, and digital products. With over two years at Teachable, Olivia has been instrumental in developing and evolving creator partnerships, focusing on authentic storytelling and adding value to creators' journeys. Her approach emphasizes the importance of lifestyle alignment and audience engagement in creating successful digital products.

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The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe interviews Tameka Bazile, a powerhouse in paid social and cultural storytelling. They discuss influencer marketing, content creation, and the evolving landscape of social media platforms. The conversation delves into the challenges of making traditional brands social-first, balancing informative and engaging content on LinkedIn, and the importance of increasing representation of Black creators in social media.

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Best Moments:

(01:16) Challenges of making traditional brands social-first

(04:11) Balancing informative and engaging content on LinkedIn

(21:01) Creating content on TikTok vs. LinkedIn

(23:19) Plans for monetizing TikTok content

(27:09) Expectations for LinkedIn in 2025

(28:27) Rapid-fire questions segment: “Off the Record”

(32:54) The importance of more Black creators in social media

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Guest Bio:

Tameka Bazile is a social and content strategist and a multi-platform content creator on TikTok and LinkedIn. She has amplified major events like Tameka 100 and driven branded campaigns with names like Nissan and Amazon. Known for her engaging and informative content, Tameka brings valuable insights into making traditional brands relevant in the digital space while maintaining their core essence. She is also a creator, speaker, and a US LinkedIn Creator Accelerator Alumni, passionate about discussing social media culture and careers.

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The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe interviews Kwame Appiah, head of influencer engagement and events at Later, and former contestant on the reality show Love is Blind. They discuss the realities of content creation, brand partnerships, and the importance of personal connections in influencer marketing.

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Best Moments:

(01:45) Kwame's role at Later and creator-focused events

(04:07) Kwame's experience as a content creator

(05:34) The challenges and misconceptions about content creation

(07:38) Kwame's approach to brand partnerships and sponsorships

(09:03) Kwame's favorite brand partnerships

(14:28) The importance of creative freedom in partnerships

(15:31) Kwame's thoughts on gifting campaigns

(22:36) Later Creator Club and its purpose

(28:11) Advice for brands and creators in influencer marketing

(31:28) Rapid-fire questions in the "Off the Record" segment

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Guest Bio:

Kwame Appiah is the head of influencer engagement and events at Later, a leading influencer marketing solutions company. Known for his appearance on the popular Netflix show Love is Blind, Kwame brings a unique perspective to his role as both a content creator and marketing professional. He focuses on fostering deeper connections between brands and creators, hosting podcasts for Later, and organizing events like the Later Creator Club to facilitate meaningful interactions in the influencer marketing space.

=========================================

The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe interviews Jayde Powell, a content creator and marketer, about her experiences in influencer marketing, social media strategies, and the creator economy. They discuss the nuances between creators and influencers, pricing strategies, and the untapped potential of LinkedIn as a platform for creators.

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Best Moments:

(01:38) Favorite social media platforms for creators and marketers

(03:01) Definition of creators vs. influencers

(05:56) Pricing strategies for content creators

(09:01) Approaches to determining budgets for creator partnerships

(13:43) Importance of transparent communication in brand partnerships

(16:36) Favorite brand partnerships and challenges faced

(22:05) Advice for creators working with marketers

(26:00) Discussion on why social media marketing is undervalued

(28:46) Dream brand partnership as a creator

(30:16) Excitement about LinkedIn's potential in the creator economy

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Guest Bio:

Jayde Powell is a content creator, marketer, and the founder and head of creative at MDash Doe, a content and creative development agency. She hosts Creator Tea Talk, a LinkedIn audio series discussing the creator economy. Jayde has worked with notable brands such as Netflix, Amazon Prime Video, and Essence. Known for her comedic content and insightful takes on social media marketing, Jayde is particularly active on LinkedIn, where she advocates for its potential as a hub for creators.

=========================================

The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe interviews Sarah Adam, head of partnerships and influencer marketing at Wix, about their approach to B2B influencer marketing. Sarah and Brianna dive into the importance of brand awareness, the challenges of finding influencers in niche markets, and how long-term partnerships drive value. They also explore how LinkedIn plays a role in B2B influencer marketing and the balance between giving influencers creative freedom and ensuring they understand the product.

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Best Moments:

(01:10) How Wix measures success in influencer marketing

(05:34) The growth of Wix's influencer marketing team

(07:29) Experiences working with an agency for influencer marketing

(14:42) Criteria for selecting influencers for Wix

(23:00) Channels leveraged for influencer marketing at Wix

(28:43) Structure of partnerships with influencers

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Guest Bio
Sarah Adam is the head of partnerships and influencer marketing at Wix, focusing on B2B solutions. She has been instrumental in building Wix's influencer marketing program from the ground up over the past 2-3 years. Sarah is known for creating valuable content on influencer marketing on LinkedIn and sharing resources with the marketing community.

=========================================

The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe welcomes guests Todd Clouser and Obaid Durrani to explore key aspects of B2B influencer marketing and content creation. They discuss measuring ROI for online brand building, audience segmentation in content, and the emerging concept of B2B companies as media entities.

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Best Moments:

(02:12) Measuring ROI for building an online brand as creators and marketers

(16:38) Approach to audience segmentation when developing content

(32:17) Should all B2B companies consider the media company approach?

(42:03) Rapid-fire questions about video games

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Guest Bios:

Todd Clouser is the head of audience marketing at Audience Plus, pioneering the industry's first owned media software for marketers.

Obaid Durrani leads influencer and partnership content at Clay, which helps enrich data, automate personalized outreach, and implement ideas for GTM (Go-To-Market) strategies.

=========================================

The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe speaks with David Walsh, founder and CEO of Limelight, about B2B influencer marketing and the future of creator partnerships.

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Best Moments:

(01:27) David's journey with Limelight and B2B influencer marketing

(04:45) Limelight's focus on LinkedIn and other platforms

(05:22) Successful B2B influencer marketing strategies

(07:24) Limelight's campaign management capabilities

(10:13) Challenges in B2B influencer discovery on LinkedIn

(13:44) Comparison of influencer marketing to traditional ad spend

(16:15) The effectiveness of thought leadership ads on LinkedIn

(18:51) How to define if partnerships are done well

(24:00) Integrating creators into marketing teams

(27:15) Using Clay as an example of successful B2B influencer marketing

(32:10) The importance of investing time in setting up influencer marketing programs

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Guest Bio: David Walsh is the founder and CEO of Limelight, the first B2B creator partnership platform. With a background in B2B software, particularly in HR and talent acquisition, David launched Limelight to help world-class brands scale their go-to-market strategies through content partnerships with verified B2B creators. His experience in launching and scaling startup companies led him to focus on the growing field of B2B influencer marketing, where he aims to make creator partnerships more transparent, authentic, and convenient for both brands and creators.

=========================================

The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode of Stop the Scroll, host Brianna Doe interviews Daniel Disney, an internationally renowned LinkedIn and social selling trainer, about social selling strategies, building audiences on LinkedIn, and influencer marketing.

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Best Moments

(01:21) Definition of social selling

(02:36) Tips for getting started with social selling

(07:30) Balancing personal and professional content on LinkedIn

(10:59) Impact of video content on LinkedIn and social selling

(16:57) Building and maintaining a valuable audience on LinkedIn

(23:31) Deciding which brands to partner with as a creator

(26:34) Pros and cons of different influencer marketing compensation models

(32:41) The future of influencer marketing on LinkedIn

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Guest Bio

Daniel Disney is an internationally renowned LinkedIn and social selling trainer, sales author, and founder of The Daily Sales, one of the largest communities for sales leaders and salespeople worldwide. He is also the host of the Social Selling Podcast and has built a significant following on LinkedIn, where he shares valuable insights on social selling and sales strategies.

=========================================

The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!