Future Fuzz - The Digital Marketing Podcast Ep. 146 - Influencer Playbooks for B2B Brands - Amy Warren
In this episode of Future Fuzz, Vince Quinn sits down with Amy Warren, VP of Marketing at Fama, to unpack the real power behind thoughtful influencer marketing. Amy shares how Fama—an industry leader in social media screening—uses data-backed, long-term influencer relationships to grow pipeline, cut customer acquisition costs, and build brand equity in a complex B2B environment. From identifying ideal voices to measuring ROI down to the demo request, this episode is packed with practical advice on how to turn influencers into revenue engines.
Guest Bio
Amy Warren is the Vice President of Marketing at Fama, the category leader in social media screening. Amy blends deep industry knowledge in HR tech with a laser-sharp approach to B2B marketing, leveraging influencer partnerships to build pipeline and protect revenue streams. A true data-driven strategist, Amy has led Fama through transformational growth, using smart marketing operations and authentic thought leadership relationships to evangelize a new category of risk mitigation.
Takeaways
- Influencer marketing isn’t just for B2C—done right, it’s a B2B powerhouse.
- SparkToro is a key tool for identifying micro-influencers in your niche.
- Measure success by tracking daily demo requests against influencer activity.
- Personal relationships lead to more authentic, effective partnerships.
- Influencers help brands stay top-of-mind during market disruptions.
- Category creation requires both education and evangelism—especially in regulated spaces.
Chapters
00:00 – Intro: Amy Warren and Fama
00:54 – What Fama Actually Does (And Why It Matters)
02:10 – Real-World Impact: From Fraud to Preventing Violence
03:26 – How Fama Became the Anti-Risk Platform
03:53 – What Counts as an Influencer in B2B
05:39 – Mapping Buyer Behavior to Influencer Strategy
07:29 – Co-Creating Content: Reports, Podcasts, and Personalization
08:40 – Measuring Success: The Manual but Worthwhile Method
09:59 – Demo Spikes, Attribution, and ROI
11:27 – Navigating Algorithm Hits with Influencer Support
13:55 – The Power of Genuine Relationships with Thought Leaders
16:19 – Resilience Through Brand Equity and Direct Traffic
17:15 – This Strategy Won’t Work for Everyone
18:49 – Influencers as Market Pulse and Sounding Boards
21:05 – Final Thoughts: Be the Brand That Gets Referred
Follow Amy Warren on LinkedIn here
Follow Vince Quinn on LinkedIn here