Spending £30k on Influencers for Five Signups

We revisit Andy Lambert back in episode 93 to unpack the influencer marketing moment that changed how he thinks about influence in B2B. Andy explains how his team approached creators like a media buy, treating the partnership as a quick transaction and expecting one post to shift perception and drive signups. He shares the campaign that made the lesson unavoidable. They spent £30,000 on a Facebook Live with a North American influencer, stayed late to watch the registrations roll in, and saw a...