Why B2B Can't Ignore Creators Anymore - Attribution, ROI & Growth with Scott Sutton of Later

Later is a leading influencer marketing and social platform that helps brands identify creators and launch campaigns backed by data-driven intelligence. The company serves both B2C and B2B companies looking to build scalable creator programs with measurable ROI.Ceci chats with Scott Sutton, CEO at Later, to hear his perspective on three critical issues: why B2B companies stayed on the sidelines of creator marketing for so long and what changed to make it relevant now, how attribution technology finally enables SaaS companies to track creator content from click to install to subscription revenue, and what separates experimental creator tactics from programs that CMOs can defend as legitimate growth channels. Tune in for concrete guidance on building creator strategies that deliver measurable business outcomes in B2B contexts.The Big Three by Influence Weekly: 3 Biggest Stories. 1 Essential Conversation.