Why B2B influencer marketing underdelivers for SaaS launches, and how to brief creators
Most B2B influencer marketing for SaaS launches fails at the brief, not the creator. Here is what a launch brief must specify to get reach you can prove.
The blog
Distribution, written down.
Notes from distribution.wtf on how technology companies reach their audience through creators, podcasts, newsletters, events, communities and media.
In one paragraph
The distribution.wtf blog covers how funded technology companies plan, buy and prove distribution across creators, podcasts, newsletters, events, communities and media, and how an agent can run that work through typed tools.
What we write about
Planning a launch across creators, podcasts, newsletters, events and communities: what to brief, when to book, how to split one budget across channels that price in different ways, and what to ask for as proof. We also write about the other side of the deal: how a creator, a show or a newsletter turns an audience into inventory a technology company can book, price and renew without a long negotiation each time.
Per our V1 product spec, a plan draws on 7 named channel types (creators, podcasts, newsletters, events, communities, media and partners) plus other approved channels, so the posts follow those channels rather than one at a time.
How we source a number
Every figure in a post links to the public report, study or company page it came from, and we say what kind of evidence it is: a survey, a company's own reported result, or a practitioner's guidance.
We are pre-launch, so nothing here is a client result. When a post needs an example, it is labelled as illustrative and written for a made-up product, never presented as a customer.
Who it is for
Founders, marketing leads and growth engineers at funded technology companies who need a launch to reach a specific audience, and the creators, show hosts and newsletter writers who build the inventory those launches run through.