How ZoomInfo Scaled their Creator Program to 40+ Influencers & Millions in Revenue

Justin Levy is the Director of Social Media & Influencer Marketing at ZoomInfo, a $1.2B ARR company with 4,000+ employees. He built their first executive social program, scaled employee advocacy from 100 to 1,800 people, and grew ZoomInfo’s creator program to 40+ creators across LinkedIn, TikTok, YouTube, Substack, newsletters, and podcasts.That program alone drove thousands of webinar registrants and millions influenced in revenue.We break it all down in this episode.What You’ll Learn• The real reason LinkedIn reach is collapsing and why the algorithm now behaves more like TikTok• Why B2B brands should stop overextending on LinkedIn and where to diversify instead• The truth about vertical video on LinkedIn and why the returns are shrinking• How ZoomInfo uses YouTube Shorts & Reddit to influence AI Overviews and search• The 5 pillars of ZoomInfo’s social + creator ecosystem and which one outperforms everything• Why ZoomInfo’s creator program drives millions in revenue with a full attribution breakdown• How to launch an influencer program with a small budget• Paid vs. earned influencer content: how B2B brands should think about it• What B2B creators get wrong: over-monetizing, low authenticity, and trust decay• How ZoomInfo built a 12-hour/day social SWAT team to handle brand attacks in under an hourPerfect For You If• You lead marketing or brand at a B2B company• You're experimenting with creator or influencer marketing• You want to diversify beyond LinkedIn• You’re building an executive social program or employee advocacy motion• You want to understand how a $1.2B ARR company runs modern social at scaleConnect with Justin:Justin’s LinkedIn: https://www.linkedin.com/in/justinlevy/ZoomInfo: https://www.zoominfo.com/Connect with me: Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 — Why Justin’s creator program outperforms everything else02:00 — ZoomInfo’s 5,000-registrant virtual event (and 2,000 from creators)03:07 — The biggest gap in B2B social today04:30 — How LinkedIn’s algorithm actually works in 202506:00 — Vertical video fatigue and diminishing returns06:58 — YouTube Shorts, TikTok & Reddit: new frontiers for B2B10:26 — Why LinkedIn is still #1 but shouldn’t be your only channel12:44 — ZoomInfo’s top 3 social channels14:13 — Breaking down ZoomInfo’s creator program15:57 — Why creator-driven demos outperform branded demos17:50 — Earned vs. paid: how to classify influencer marketing19:47 — Why you should combine logo placements + integrated creator content21:36 — How ZoomInfo measures millions in influenced revenue23:21 — Why every creator post gets a UTM24:55 — Why Justin ignores “the link kills reach” myth25:45 — First-touch, influenced pipeline, and attribution modeling27:34 — How smaller companies should start creator marketing29:53 — The “Top 50” organic play that gets creators on your radar33:13 — How many creators to pick for a 3-month test35:26 — Why you should always pair creator campaigns with a lead magnet37:07 — How Justin evaluates ROI when enterprise cycles are long39:35 — Why SMB-heavy leads aren’t good enough41:32 — One-to-one pipeline attribution explained43:37 — How to pick the right creators45:25 — The hidden metric Justin cares about47:18 — The authenticity problem with full-time creators50:22 — FTC rules, disclosure, and trust52:16 — Inside ZoomInfo’s 12-hour/day social SWAT team56:33 — Why consumers are shifting complaints from public to private59:00 — Closing#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org