Why Most B2B Influencer Reports Don't Survive a CFO Meeting (with Will Beech and Chris Peters from Moon at Dawn) | Ep. 15

Most B2B influencer reports celebrate impressions and call it a campaign. The CFO signs off because the spend sits inside marketing. Nobody walks into the renewal confident about what the money actually bought.ㅤOn this episode, David Walsh, founder of Limelight, talks with Will Beech and Chris Peters, co-founders of Moon at Dawn, a tech-first B2B influencer agency built around outcome-based pricing. They get into ICP resonance, attribution, and what it takes to put guarantees on an influencer campaign.ㅤGuest BioWill Beech is co-founder of Moon at Dawn, leading client strategy and product. He spent eight years in B2B influence at Onalytica, working on programs for Siemens, IBM and AWS.ㅤChris Peters is co-founder of Moon at Dawn, with 15 years in agency land, most recently as B2B Global Client Lead at Wavemaker (WPP). He writes the B2B Excellence newsletter.ㅤWhat We CoverWho Moon at Dawn sells to: The three personas they target: enterprise brands, mature brands already running programs, and mid-market companies. Each measures success differently.Influencer, not creator: Why they treat "influencer" as an umbrella covering subject matter experts and executives, which lands better with enterprise buyers.What outcome-based pricing means: Guarantees on impressions against ICP accounts, frequency, and lead volume at a cost competitive with paid media.The $20K floor: Around $20K for an outcome-priced engagement, $10K to $15K for an organic-only pilot. Below that, the data won't support a guarantee.Resonance over reach: Why a single CEO like is happenstance, and how depth across the full buying committee is a better signal of commercial impact.The Cyber Things campaign: A cybersecurity pilot tied to the Stranger Things finale that doubled the previous agency's metrics through ICP-based selection.Aurora Scouts: The platform that surfaces collaboration opportunities, flags risk signals, and alerts the account lead when a client gets acquired.The agency of the future: Chris on why 30 people and £3M turnover is the dead zone, and why the next acquisition cycle rewards service businesses with real tech inside.ㅤResources MentionedOnalytica: where Will built his B2B influencer career.B2B Excellence newsletter: Chris's Substack, recommended by David on air.Riverside and Gamma: cited as examples of mature brands running sophisticated programs.ㅤSafe Doesn't Scale is hosted by David Walsh, founder of Limelight. New episodes drop weekly.