Case Study: Zero to 3.5M Impressions: Building Salesflow's B2B Influencer Program from Scratch

The Company

Salesflow is a multichannel outreach automation SaaS platform based in the UK. When I joined, there was no influencer program, no playbook, and no existing relationships with creators.

The Challenge

Salesflow was relying solely on paid media (Meta and LinkedIn ads), and the CPC and competition in the space were dangerously high. Continuing down that path meant no brand or inbound function, and a losing battle against AI SEO.

B2B influencer marketing is still a relatively new territory, especially for a tool in the sales automation space. The challenge wasn't just finding creators, it was finding the right ones, structuring deals that worked for both sides, and building a program that could run consistently without being a full-time job on its own.

My Approach

I started by identifying the right creator profile: micro and nano influencers in the B2B, sales, and outreach space who had genuinely engaged audiences, not just follower counts. I used software tools to surface candidates but did most of the outreach and vetting myself through LinkedIn, which meant I could assess fit, tone, and audience quality before making contact.

The deal structure varied by creator: a mix of paid partnerships, gifted access, and revenue share arrangements, with paid being the primary model. Creators produced LinkedIn posts and newsletter features, keeping the content in the channels where Salesflow's ICP spends time.

I kept the roster tight, rotating between 5 to 8 creators at any given time, so I could maintain quality, build relationships with each one, and iterate quickly on what was working.

View the influencer strategy I built from the ground up here:

https://miro.com/app/board/uXjVHCCnWvA=/?share_link_id=563336446125

The Results

• 3.5M total impressions generated by the program
• 200K+ impressions per month at its peak
• Average CPM of $23 and average CPC of $7
• Consistent click traffic back to Salesflow from both LinkedIn and newsletter placements

What Made It Work

Keeping the program small and selective was a deliberate choice. A rotating roster of 5 to 8 creators meant each partnership got selective attention, better briefs, better content, and better results than spreading the budget thin across a larger group. Doing the outreach personally also meant the relationships were genuine, which came through in how creators talked about the product.