Why this works
A B2B influencer's audience is already in research mode for your category. Recording a real conversation with them, instead of a sponsored post, gives you content that earns trust on both audiences and outlasts the campaign cycle by years.
Who you'll feature
The industry thought leader. Real expertise, real audience.
An internal expert from your team. Holds their own in conversation.
An optional joint customer who anchors the discussion in real outcomes.
How to capture it
Open MarketScale → Requests → New Request to scope the topic with the influencer. Three prompts:
What's the question your audience keeps asking that nobody else answers?
What's a position you'd defend that the rest of the category dodges?
What's a specific example we can ground this in?
Run the conversation in Remote recording for studio-grade output without travel.
Use AI Writer to draft co-branded blog and social copy from the same transcript.
Reuse it (the 1:10 framing)
One influencer conversation becomes:
A full long-form episode on demand.
A 3-minute highlight reel.
A podcast episode for the audio-only cut.
Three quote-graphic posts (one per prompt).
A co-branded blog post.
A pillar piece for AEO surfacing.
A pre-event teaser for the next industry event the influencer is at.
A sales-enablement clip referencing the influencer's audience.
An ABM asset for accounts who follow the influencer.
A pinned guest playlist on your Channel feed.
Bundle the cuts into a co-branded Sales Team Materials collection, which the influencer can drop to their audience, and your team can use across the funnel.
Common mistake
Treating it as sponsored placement. The influencer's audience can spot a paid promo in fifteen seconds. The piece works when it's a real conversation about a real disagreement; if both sides agree on everything, you didn't book the right guest.