Nicole and Sarah Show

What happens when B2B marketing steps offline?In this episode, we explore the “physical growth loop”—a powerful strategy where in-person creator experiences drive online content, community, and long-term brand growth.We’re joined by Fiona Turco (Gamma, ex-Zapier), who shares how she’s built high-impact creator activations—from intimate dinners to global events—and why these moments are becoming essential in today’s crowded digital landscape.If you’re building a creator program, running influencer campaigns, or trying to stand out in B2B, this conversation will change how you think about growth.In this episode, we cover:What the physical growth loop is and why it worksHow offline activations fuel online reach and engagementWhy brands should rethink strict creator briefsHow to choose the right creators for in-person eventsScrappy ways to run activations without big budgetsWhat metrics actually matter (beyond impressions)How to build long-term creator relationships—not one-off campaignsWhy listen?Because the most effective marketing today isn’t just digital—it’s experiential. And the brands that win are the ones creating moments people want to share.Who this episode is for:B2B marketers, influencer marketing managers, founders, and anyone building a brand through creators and community.Follow the show for more conversations on influencer marketing, creator strategy, and modern B2B growth.

The conversation covers influencer marketing strategy, navigating influencer rates, platform-specific influencer marketing, and building foundational influencer strategy. The introduction and background set the stage for the discussion, followed by insights into influencer marketing at ProTechCity. The conversation then delves into building foundational influencer strategy, navigating influencer rates, and platform-specific influencer marketing. The conversation delves into the world of influencer marketing, focusing on CPM metrics, boosting, organic reach, and the impact of paid partnerships on organic content. It also explores the challenges of sourcing and briefing influencers, as well as the crafting of a value proposition for AI products. The conversation delves into the empowerment that AI brings and the barriers of self-identity that individuals face. It explores the process of starting small, building bespoke tools, and implementing marketing strategies. The discussion concludes with a reflection on the power of AI and personal perspective.TakeawaysInfluencer marketing strategyNavigating influencer ratesPlatform-specific influencer marketingBuilding foundational influencer strategy CPM MetricsInfluencer BriefingValue Proposition Empowerment through AIOvercoming self-identity barriersChapters00:00 Platform-Specific Influencer Marketing25:40 Understanding CPM Metrics and Creator Partnerships35:00 Challenges of Sourcing and Briefing Influencers40:26 Crafting a Value Proposition for AI Products46:00 Overcoming Self-Identity Barriers55:03 Building Bespoke Tools for Efficiency01:00:46 The Power of AI and Personal Perspective

Most brands still overlook the hidden nuances of influencer marketing that could make or break their ROI. Join Sarah Adam, Head of Growth Partnerships and Influencer Marketing at Wix, and Nicole Ponce, Influencer Marketing Team Lead at Semrush, as they dive into a conversation with Oksana Kravchenko, Head of Creator Partnerships at ManyChat. Together they expose the untapped secrets behind long-term influencer trust, platform-specific strategies, and operational simplicity that skyrocketed their global influence campaigns.In this eye-opening conversation, discover how leading brands are shifting from one-off sponsorships to integrating creators into their ecosystem—building authentic trust and exponential growth. You’ll learn the importance of trusting influencers’ storytelling, simplifying operational workflows, and tailoring KPIs for different platforms like YouTube, Instagram, and LinkedIn.We break down the critical pitfalls brands face—over-scripting content, misjudging influencer relevance, and overcomplicating collaboration processes—and show you how to avoid these costly mistakes. If you’re feeling overwhelmed starting your influencer journey, this episode gives you the proven frameworks and insider tips to accelerate success.Whether you're a marketing executive, a startup founder, or a creator manager, these insights will revolutionize how you view influencer relationships and campaign scalability. Essential listening if you want to turn influencer marketing from a gamble into a predictable top-growth channel.Tap into the future of influencer collaborations—more authentic, strategic, and operationally slick. Hit play now and start building influencer partnerships that last.