Perspective

Influencer & Affiliate Marketing Manager

lemlist

Started working on Taplio leading influencer marketing in October 2023.

Then, after Taplio's acquisition by lemlist in 2024, I joined their team full-time to lead their B2B influencer marketing activities for the entire suite of tools.

Influencer Marketing

The Steal Club

The Steal Club was my creative side-project.

It's a newsletter created to help more creators/founders/internet builders grow their online businesses. We do that by sharing the tactics and playbooks top creators use to grow their audience and monetize their content.

+7,000 subscribers read our weekly content.

I sold the project in February 2025.

Founder/Chief Thief

Alex Llull

Worked with a wide range of creative entrepreneurs in different industries helping mainly with content strategy and content writing for social and email. Also helped with positioning, offer creation and audience monetization.

Content Strategist & Freelance Writer

VICE Media

Account Manager

MrGates

Digital Account Manager

Ideas Desde Cero

Community Manager

Influencer Marketing & Growth @ lempire (Taplio + lemlist) | Exploring how B2B influencers help SaaS companies drive growth

🦖 Hector Forwood 🦕

Flooencer

Flooencer is the business influencer marketplace. 

For brands, we work with them to help influence their pipeline.
For influencers, we help monetise their content. 

We want to create long-lasting partnerships.

Chief Engagement Officer

Digital Inspector

Board member of https://www.digital-inspector.co.uk/

Board Member

Revenue Syndicate

Are you looking for early stage funding or want to learn about investing or invest yourself?

Revenue Syndicate (formerly The User Syndicate) is the UK’s most innovative investing community. We're a group of 500+ GTM angel investors that help early-stage companies with their biggest issue. Revenue and GTM. We provide access to the latest and most exciting UK tech companies.

Founder & General Partner

Greenpixie

Green Pixie is building solutions to measure and reduce the emissions of cloud computing. 

Greenpixie is leading a cloud sustainability movement with data. Just as FinOps revolutionised cloud financial management, “GreenOps” will do the same for cloud sustainability. With granular cloud emissions data, engineers are able to chart the environmental impact of their optimisation efforts, which in turn motivates and informs further reductions. The future of FinOps is GreenOps.
As thought-leaders in cloud sustainability, Greenpixie’s leaders have spoken around the world, including at COP27, and have been covered by Bloomberg and Reuters.

Informal Advisor

Trigify.io

Advisor

Replicate Labs

Umbrella London

Investor

Artifact AI

BizNest

Zedosh

Hire business influencers.

I connect B2B brands with B2B thought leaders, business influencers, business content creators. We help run impactful campaigns to create brand awareness, generate leads and build brand authority.

CEO & Founder

Successfully raised 2x consecutive rounds of funding.


Hard to get actionable insight from Conversational Intelligence platforms

Justifying your coaching is working (ROI from Enablement/moving the needle)

No aggregate view of what's happening on calls / how it's impacting revenue

We provide detailed reports by breaking down the silos of conversations and CRMs

B2B companies are in a pipeline crisis.The problem? 

They're throwing money at the same exhausted channels expecting different results.

Here's what most people miss:

Your current budget allocation is broken.

CAC payback periods have extended to 57 months whilst pipeline coverage sits at dangerously low levels of 3.4x when they need 4.1x

Traditional channels are saturated. Your competitors are bidding on the same keywords, targeting the same audiences, and creating the same content.

You need asymmetric strategies that others aren't using yet.

Start with asymmetric ABM

Stop mass-targeting accounts. Pick 20 high-value prospects and build personalised campaigns around their specific pain points.

Use your CEO's social presence strategically. Their voice carries more weight than your brand account ever will.

Get them posting consistently about industry challenges, not product features.

Build first-party audiences

Stop relying on rented audiences from Meta and Google. Create your own database of engaged prospects.

Host webinars, create gated content, and nurture these relationships directly.

Optimise for Answer Engine Optimization (AEO), not just SEO. People are asking questions to AI now, not searching keywords.

Structure your content to answer specific questions your prospects are asking.

Implement always-on influencer marketing

This isn't about one-off campaigns. Build long-term relationships with industry voices who already have your prospects' attention.

Their credibility transfers to your brand over time. It's compound marketing.

The harsh truth nobody tells you

Your pipeline crisis won't be solved by increasing ad spend on the same channels that got you here.

Everyone's fighting over the same saturated audiences whilst ignoring the asymmetric opportunities right in front of them.

The companies solving this crisis are the ones diversifying into channels their competitors haven't discovered yet.

How are you planning to break free from the pack?

B2B Influencer Marketing to grow pipeline. CEO @ Flooencer. Obsessed with business influencer marketing. GP @ Revenue Syndicate l Angel Investor l Startup Advisor l Board Member

Net 60 day payment terms on creator contracts is not okay.
Net 60 day payment terms on creator contracts is not okay.
Net 60 day payment terms on creator contracts is not okay.
Net 60 day payment terms on creator contracts is not okay.

What an absolute joke, a creator we work with semi-regularly just sent us a brand agreement they got. 

60 days? And more break-clauses then a KitKat. 

Please do not ever do this as a brand, it ruins your credibility, doesn't create an air of trust between you and the creator.

I know from other creators the reason they do this is that they hope the creator has poor management and "forgets" to claim it. They will also try and say that the piece of content underperformed. 

Our standard terms are net 7 days after each deliverable. It ensures everyone's paid in a timely manner, we can collect analytics, everyone wins. 

Respect partnerships with creators, that's all.

Most brands think all B2B creators are the same.

They're not. And that mistake is costing you eyes, engagements and clicks.

Here's what you need to know:

B2B Content Creators → The big names everyone recognises. They went from in-role to fractional, mixing consulting with content. High engagement, high impressions, but a very mixed audience.

Usually more general posts and advice, the content is trying to appeal to as wide an audience as possible.

Bad for direct targeting.

Great for top-of-funnel awareness.

Business Influencers → Typically, still in the day job. They're not theorising, they're documenting what they're actually doing. Writing from personal experience as they're in their role.

"Here's how we restructured pricing" or "Why we stopped using this tool." Medium to high engagement with a higher level of perceived  professional credibility. Impressions fluctuate massively. 

They have a more refined audience, attract more job roles of the same type. 

Thought Leaders → Posting dense, technical content at 6 AM that gets 23 likes but somehow moves deals. 

They work at credible companies or have marquee career backgrounds. Low to medium engagement, but here's the thing: CXOs and enterprise decision-makers are lurking. 

They won't engage publicly, but they're reading. Then six months later, your sales team gets an inbound.

When we build campaigns at Flooencer, we use a mix of all three, frequently. It depends on our customers requirements.

Content creators bring the eyes. 

Business influencers bring the engagement and credibility. 

Thought leaders bring the unique audience, decision-makers who don't show up in your analytics but absolutely influence buying decisions.

You need all three working together. That's how you build campaigns that don't just get impressions, they actually move the needle.

I hope this helps you close out your responses.

Gamma added $20M ARR using influencer marketing, but they spent $5M learning these lessons the hard way.

Here's what we've seen countless times at Flooencer - and the breakdown of what actually works:

Your budget is too small

You need $10K-$20K monthly minimum to test this properly.

Influencer marketing isn't cheap. The creators your peers recognise? They're expensive. Usually five figures for YouTube or TikTok.

Here's the reality for AI niche creators:
- Micro (10-50k followers): YouTube = $5,000 / TikTok = $1,500
- Mid (50-100k followers): YouTube = $10,000 / TikTok = $3,000

That's one mid-sized YouTube creator and three TikTok creators. Four deliverables. Then you wait for views and clicks to stack up.

The solution? Go broad, then narrow down.

Start with Nanos and a few Micros:
- Up to 10k followers: YouTube = $1,000, TikTok = $500

Forty deliverables monthly to test formats and use cases.

How-to videos?

Specific use cases?

Day-in-the-life content?

Double down on bigger creators with winning formats.

Giving up too early

Six months minimum. Full stop.

Your sales cycle might be 3, 6, 9, or 12 months. You're giving up after 2-3 deliverables in a month?

These buying cycles need nurturing, continual education, and touch points. Imagine if your sales team gave up after one email.

You'd fire them immediately.

Too much control

Stop writing scripts. Stop hand-picking every creator because their audience isn't 100% matched.

Give creative control to creators who can overlap with your audience.

Make your creators your consultants

Work with top-performing creators to educate others. If they're making it work for your brand, they can help other creators too.

Gamma's team are absolutely smashing influencer marketing. The results speak for themselves.

Maybe it's time you added it to your go-to-market stack.

What's stopping you from testing this channel properly?

Flooencer- Gamma Campaign Breakdown

This is what happens when you plan a campaign correctly, with the perfect creators, effective funnel (awareness -> conversions), creative and collaborative work.

Below is our tech to measure the engaged audience & ICP matching, it's not a silver bullet when it comes to attribution but it's indicative of impact. 

Couldn't be happier for the creators and the brand. This is what it's all about. 

Business influencer marketing works, it's still an untapped GTM approach for so many companies. 

Excited to be in the space and watch it mature.

Not sure what founder needs to read this right now but ignore what your competitors are saying on LinkedIn, they're all full of absolute sh*t. Don't let it demoralise you.

1. That PR release? 90% of the time, they're paid for or they've got a mate doing them a favour. Like someone at WSJ or Forbes actually scouted out a series A company (unless it was truly record breaking). 

2. That fundraising announcement? The number itself, is usually the total sum of money raised (not the amount that round).  They made a promise they have to keep. 

3. That customer logo they keep bragging about? Probably churned or they signed up for an account, logged in once and then left. 

I literally saw one of a "tier one logo" then the quote underneath was "couldn't find a solution and this was the only option, so I used this." - They literally just went with your competitor because they didn't know YOU existed.

4. That "brand new feature"? Probably some minor tweak and guess what, they probably didn't think of it first.

5. Bragging about a revenue milestone? 99% of the time, it's bullsh*t. I know this because I've seen it several times (one of the benefits of being on multiple investor whatsapp groups, get to see aloootttaa pitch decks).

It's social media, don't believe everything you read. I understand why people do it (more eyes, more attention, more revenue) and it does work a bit. Until you get caught. 

You do you, I just won't personally "play the game".

Focus on your own path, your own journey, let them say whatever they want. You'll succeed in the end.

Let's be honest, most B2B influencer marketing campaigns are absolute disasters. BUT, the ones that actually work, and the difference is stark.

After running dozens of campaigns at Flooencer, I've identified what separates the winners from the wasteland of failed partnerships.

The campaigns that fail typically follow this pattern:

Vanity Metrics Focus:

Chasing follower counts instead of audience quality and engagement rates within your target market.

Generic Brief Approach: 

Sending a poorly constructed, super vague brief to every creator without proper guidance and structure or goals.

One-Off Mentality: 

Treating influencer partnerships like banner ads rather than building genuine, long-term relationships. You're setting them up to fail because you're not invested in them. They're not invested in you.

The campaigns that deliver results do this differently:

Audience Alignment Analysis:

They obsess over whether the creator's audience matches their ICP, not just industry relevance. We have some internal tech to do this, which is why we're great at it. 

Creative Freedom Framework:

Successful brands provide clear objectives, posting frameworks but let creators maintain their authentic voice and content style within those frameworks.

Performance Tracking Beyond Vanity: 

They measure pipeline impact, lead quality, and actual revenue attribution rather than just impressions.

Recent campaign data from our successful partnerships shows:

Specific posting dates & structured campaigns generate 4.2x higher MQLs

Long-term creator relationships (circa 3 months+ as a test) produce twice as many MQLs as one-offs

Content focused on providing assets / value / some form of way to engage with the brand (landing page lead magnet for example) give nearly 120% more engagements. 

The Reality Check:

Most brands want immediate ROI from creators who've never heard of them before. That's not how trust-based marketing works in B2B.

The successful campaigns we've orchestrated focus on defined, well thought through and designed campaigns with clear instructions. 

Allowing creators freedom to create within a designated framework. Then working with them over a 3 month period (as a tester, one, especially on LinkedIn isn't enough).

Bottom line:

If you're treating B2B creators like walking billboards, you're wasting budget. Treat them like strategic partners, and watch your pipeline transform.

taplio

The Battle

Alex Llull

🦖 Hector Forwood 🦕

Followers

Posts

Engagements

Likes

Performance Score🦖 Hector Forwood 🦕's LinkedIn Performance

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taplio

The Battle

Alex Llull

🦖 Hector Forwood 🦕

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}🦖 Hector Forwood 🦕's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance Score🦖 Hector Forwood 🦕's LinkedIn Performance