---
title: Influencer Marketing Done Right
description: Too often, brands default to “brand awareness” as the stated objective without knowing what success really looks like.
image: https://www.tackgtm.com/hubfs/4O4A8352-X4.jpg
---

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# Influencer Marketing Done Right

Too often, brands default to “brand awareness” as the stated objective without knowing what success really looks like.

[Mark Kilens](https://www.tackgtm.com/blog/author/mark-kilens)

 Aug 25, 2025

---

Too often, brands default to “brand awareness” as the stated objective without knowing what success really looks like.

Instead, zoom out:*“Ask what would make you look back in a year and say this was successful.”*

That shift often surfaces more specific needs—like trial signups, lead gen, or market share—that better shape campaign decisions.

- Use “what does success look like in 12 months?” as a diagnostic question
- Map influencer goals to business-stage priorities (early-stage = lead gen, late-stage = share of voice)
- Don’t assume impressions mean impact—define what real traction looks like for you

Choose influencers by fit, not fame.

Follower count is a weak proxy for effectiveness—especially in B2B, where niche relevance beats mass reach.

I recommend selecting influencers based on audience quality and alignment.

- **Platform fit**: Where does your ICP actually spend time? LinkedIn, YouTube, TikTok, or beyond?
- **Content quality**: Does their style and tone match your brand values?
- **Audience depth**: Look beyond titles—are their followers actually your buyers, champions, or influencers?
- **Engagement authenticity**: Are they sparking real conversations, or gaming the algorithm?

 This is how you use the power of people in your marketing.

## Similar posts

<https://www.tackgtm.com/blog/people-first-pr>

### [People-first PR](https://www.tackgtm.com/blog/people-first-pr)

Brand storytelling is best done through the voice and personalities of actual people. 

 Mark Kilens  Dec 6, 2024

<https://www.tackgtm.com/blog/from-brand-book-to-brand-brain>

### [From Brand Book to Brand Brain](https://www.tackgtm.com/blog/from-brand-book-to-brand-brain)

Finally, a way to truly make sure your brand's identity....

 Mark Kilens  Nov 7, 2024

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