Influencer and creator partnerships have become a powerful tool for driving real revenue. However, making these programs successful requires strategy, deep relationships, and a clear understanding of key success factors.

In this episode, Fiona Turko (Creator Partnership Lead at Gamma) joins Tyler Calder (CMO at PartnerStack) to explore influencer and creator marketing in B2B. With experience at companies like Zapier and Jobber, Fiona shares her approach to identifying high-value partners, building long-term relationships, and structuring programs that go beyond transactional deals.

You’ll learn:

• The difference between creators, influencers, and ambassadors
• How to structure compensation models that motivate creators
• Why nurturing relationships is critical for a successful creator program

Jump into the conversation:
(00:00) Introducing Fiona Turko
(02:10) Fiona's journey from agency to startups
(05:05) B2C vs B2B in influencer programs
(08:25) Defining creator, influencer, and ambassador
(11:10) Building influencer loyalty at Jobber
(13:30) The importance of nurturing partner relationships
(17:40) Tools for managing influencer and creator programs
(20:45) Always-on vs campaign-based influencer strategies
(23:00) Metrics for measuring influencer success
(26:30) How to handle low-performing partners
(29:40) The role of AI in creator partnerships
(32:15) Onboarding creators efficiently
(34:40) Managing video creation and revisions
(36:50) LinkedIn as an emerging creator platform
(39:00) Hosting in-person events for creator engagement
(42:10) Building long-term creator partnerships

(47:30) The importance of authenticity in influencer marketing

Resources:
Connect with Fiona on LinkedIn: https://www.linkedin.com/in/laurenfionaturko
Gamma website: https://gamma.app/