Under the Influence(r): Why Traditional B2B Marketing Is in Its Hangover Era

4:15 pm
-
5:00 pm
CT

Influencer marketing is no longer a “nice to have” in B2B. It’s quickly becoming one of the most effective ways to reach technical buyers, especially as paid channels are getting more expensive, and buyers are increasingly tuning them out. At the same time, developers and security practitioners are turning to trusted voices, creators, peers, and community leaders for real insights and recommendations.

Yet most teams still treat influencer marketing as an experiment. They struggle to justify budgets, choose the right partners, or connect efforts to real business outcomes.

In this session, we’ll break down how you can build and scale your influencer program from the ground up, turning it into a repeatable, measurable growth channel tied directly to pipeline and revenue.

You’ll learn how to:1. Position influencer marketing as a core part of your GTM strategy (not a side experiment)2. Unlock and reallocate budget from traditional channels3. Work with influencers in a way that resonates with technical audiences4. Measure performance beyond vanity metrics, and tie it to demos, pipeline, and revenue.

You’ll walk away with a clear, actionable framework to build, scale, and prove the impact of an influencer program in a modern B2B organization.

Session Agenda

  • You’ll learn how to:
  • Position influencer marketing as a core part of your GTM strategy (not a side experiment);
  • Unlock and reallocate budget from traditional channels;
  • Work with influencers in a way that resonates with technical audiences;
  • Measure performance beyond vanity metrics, and tie it to demos, pipeline, and revenue.

Speakers

Yuliya Gorenko

Influencer Marketing Director

Mischka

Yuliya Gorenko

Influencer Marketing Director

Mischka

Yuliya Gorenko is an award-winning influencer marketing strategist with over a decade of hands-on experience building and executing influencer programs. Yuliya has worked with 100+ brands globally, facilitated thousands of brand-influencer partnerships, and scaled cybersecurity influencer programs from zero to eight-figure budgets.

From LinkedIn creator campaigns and podcasts to short-form video and in-person activations, she’s done it all and knows how to make each channel perform.

Yuliya has been championing influencer-led storytelling in cybersecurity long before it was widely accepted. She now drives influencer strategy at Mischka, the leading cybersecurity influencer marketing agency.

Deepika D’Souza

Senior Marketing Communication Manager

Endor Labs

Deepika D’Souza

Senior Marketing Communication Manager

Endor Labs

Deepika D’Souza is a Senior Marketing Communications Manager at Endor Labs, where she leads influencer and community programs for one of the fastest-growing AppSec companies.

She has built Endor Labs’ influencer program from the ground up, partnering with podcasts, creators, and technical communities to reach security and developer audiences.

Her work focuses on turning trusted voices into measurable business impact, tying influencer efforts directly to demo requests, pipeline, and revenue outcomes.

Deepika brings an operator’s perspective on what it actually takes to make influencer marketing work inside a B2B organization.

About this Session's Track

Demand Gen & Digital, GTM Engineering & MOPs

Dive into the latest demand gen, digital tactics, and marketing operations frameworks that drive pipeline growth, from innovative and automated campaigns to AI-driven GTM engineering.