Head Of Marketing at Aimondo | Posts on B2B SaaS Marketing, consumer behaviour and product pricing

15+ years of experience in B2B, B2C, SaaS and eComm products marketing. 
💪 Action over procrastination. Build over wait. A/B tests over “best practices”. 
👍 I’m good for innovative goal-oriented teams aspiring for WOW results.

Ana Bibikova 🇺🇦

Sambhav Chadha

Trusted to drive full-funnel growth for leading & fast-growing Health & Wellness brands.

Want to learn why?

DM me and I'll send across some case studies. 

p.s. fixed cost structure, no added fees regardless of how big we help you grow.

Director

🇺🇸 US + Natural Products Expo West stats.


Proper meals consumed during Expo West: 2
Snacks consumed during Expo West: 271 
Money lost to chess hustlers: $20
Professional cricketers met: 1
Hours in a single uber: 3.5
Nights of proper sleep: 0

ŌURA not particularly happy with me either.

Sambhav Chadha 

Building the #1 influencer partner for Health & Wellness Brands | Clients inc. Lululemon, Nestle, Huel, AG1, Fabletics, Fussy, Mother’s Earth, GIMBER, Turmeric Co. & more

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Everything I know about influencer attribution in 10 sentences:

1. Last-click attribution doesn't undercount influencer a little. It undercounts it a lot. Customers who discover a brand through a creator and buy three weeks later through a Google search look like a paid search win. They aren't.

2. The absence of a trackable click doesn't mean nothing happened. It means something happened that your current setup can't see.

3. The best proxy for real influencer impact is what happens to branded search volume, direct traffic, and organic conversion rate in the weeks after a campaign runs. These move. Most teams never check.

4. Creator codes and UTM links capture the customers who needed a nudge. They miss the ones who were convinced quietly - saw the post, thought about it, bought a week later through a different path entirely. Those buyers are often your best ones.

5. If your influencer program looks weak in attribution, the first question isn't "are the creators working?" It's "how are we measuring?"

6. Post-purchase surveys are the most underused tool in DTC. One question: "Where did you first hear about us?" The answer may surprise you.

7. Triangulating three imperfect signals gets you further than trusting one perfect-looking one. Tracked revenue, post-purchase survey responses, and branded search movement together tell a more honest story than any single attribution metric alone.

8. A measurement model that captures 80% of your influencer impact is still incredibly useful. Brands that wait for 100% accuracy before scaling are usually the ones who never scale.

9. Dark social is real. A creator posts. A viewer screenshots it, sends it to a friend on WhatsApp, and the friend buys the next morning. That sale is attributed to direct. You'll never know.

10. Influencer touches more of the funnel than most teams realise. It drives the first impression, feeds the retargeting pool, improves paid social CVR, lifts branded search, and accelerates organic. Attribution tools show you the last step. They rarely show you what started the journey.


Want to scale your brand with influencers? https://lnkd.in/e4N_Tw2j

I brought the smartest in-house influencer marketers in the world into a group chat (average brand doing ~$175M ARR).

Nobody had all the answers. But everyone had the same questions.


1. Measurement is the conversation nobody has solved.

Everyone's tracking impressions and EMV. But the real debate is what sits above that.

Sentiment keeps coming up - how do you actually measure it at scale without it being gamed by pods, trolls, and platform bias?

Nobody has a clean answer yet.

The consensus: no tool is perfect. The ones triangulating (MTA model, post-purchase surveys, and direct attribution together) are getting 60-70% of the way there.

The brands still waiting for a perfect attribution model are the ones not scaling.


2. The seeding → whitelisting play is working better than paid deals.

One member gifted a 40K creator. No brief. No contract. No paid fee.

The creator posted an unboxing on stories. The brand asked if they could whitelist it in exchange for two more weeks of product.

That content became one of the brand's top-performing Meta ads. £20K+ spend. No upfront cost.

The lesson the whole group took from it: authentic content with no brief often outperforms content you paid for. The brief is sometimes the problem.


3. Multi-category scaling is harder than brands admit.

Another brand asked how to split budget across two categories when one is clearly outperforming.

The answer the group landed on: 60-80% into your best-performing category, 20-40% into new categories to find your next 2-3 winners.

Make it explicit internally that the test budget is there to learn, not perform.

Niches get riches. Broader creator profiles dilute audience trust. Test categories separately first, blend only when both have signal.


The best part about this group isn't the answers.
It's that everyone in it is asking the same questions.

That's usually a sign you're working on the right problems.

12 months ago, I thought the only way to guarantee great client results was to do everything myself.

Control freak? Maybe.

But here's what that version of me didn't understand: the ceiling on what we could build was essentially my own capacity.

And my capacity has a pretty hard limit.

The shift happened gradually and then all at once.

We started hiring people who cared about the work the way I did.

Not just people who could execute.

But people who'd send a creator a personal note because it felt right, not because it was in the brief. People who'd lose sleep over a campaign underperforming the same way I would.

That's harder to find than it sounds.
Most people clock in and clock out.

The team we've built genuinely doesn't.

And the results speak for themselves.

In January, influencers posted about our clients 6,500 times. One post every 7 minutes - around the clock. Not one of those creators was paid a fee.

That's the output of a team that shows up every single day and does the unsexy work at an exceptionally high standard.

And it's why our brands regularly go out of their way to compliment our team.

I'm proud of the results we produce.
But I'm prouder of the people producing them.

If you're building something in health & wellness and want to see more of my team's work, DM me and I'll send over some case studies.

Most influencer and affiliate programs don’t fail because of creators.

They fail because there’s no engine behind them.

Here’s what we consistently see:

• Affiliate treated as an add-on instead of the core incentive layer
• No system for generating consistent creative volume
• Winning content not licensed or amplified
• Data not fed back into sourcing or briefs

So growth plateaus.

On March 12th, at the Influencer Marketing Summit I’ll be unpacking how to fix that.

We call it the DRIVE framework:

Discovery
Relationships
Iteration
Viral Amplification
Evidence-Based Optimisation

It’s the operating system behind brands that don’t just “run influencer” - they compound it.

If you’re responsible for growth and influencer still feels messy or unpredictable, this session will give you a blueprint.

🗓 When: March 12
💻 Where: Virtual
🎟 Free registration 

Save your seat via the link below

The question on my mind for Augmentum Media right now is:

• "How do we grow up, without growing old?"

You may get the irony in that.

We're a young agency. We started in a student flat. We've built fast, shipped fast, and figured things out in public.

That energy got us here.

But I don't think it's what gets us to where we're going.

So I'm currently asking myself a harder question: how do we mature, without feeling outdated? 

My current hypothesis:

1. Creating more moments for people to connect.

Events, rooms, conversations - things that exist in the real world and pull people in. Sounds fluffy, but creating more moments is my #1 focus this year.

2. Leading more with brand and less with founders.

This one is uncomfortable to say out loud. Founder-led content works. It's working for us right now. But a business that depends on two people being visible all the time isn't a brand - it's a personal brand with a team attached. We want to change that.

3. Raising the quality bar.

We've shipped a lot of imperfect things fast and learned from them. There's a version of that which is startup energy. There's another version which is just sloppiness dressed up as iteration. I think we've been too comfortable with the latter.

I could be completely wrong about all of this.

Maybe the founder-led approach is the moat, not the bottleneck.

Maybe "moments" is a distraction when the product is still the priority.

Maybe speed and imperfection is still the right bet at our stage.

I genuinely want to hear other perspectives on this - from people who've navigated it, got it wrong, or think my logic is flawed.

What does "growing up, without growing old" look like to you?

Most brands treat influencers like a one-off campaign.

The best ones turn creator content into a system that drives consistent, measurable revenue.

Brands know they need more creative to scale paid media channels.

But producing it consistently is where most teams get stuck.

So, I’m hosting a live session with Nativ Yanko on how top brands are solving this problem using influencer content.

In this live webinar we’ll break down:

→ How brands turn influencer relationships into a scalable creative pipeline
→ How to turn creator assets into high-performing paid ads
→ Creative testing frameworks used to iterate at scale
→ Why whitelisting changes the economics of creator partnerships

📅 When: March 24th
⏰ Time: 1:00 PM GMT
🎟️: Free and live on Riverside

If you run paid social, influencer, or growth for a growing DTC brand - this will be worth your time.

Sign up via the link in the comments.

Nativ Yanko, Sambhav Chadha and 2 other connections attending

View event: How Top Brands Solve the Creative Volume Problem With Influencers

How Top Brands Solve the Creative Volume Problem With Influencers

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