The Dave Gerhardt Show (from Exit Five)

Influencer Marketing, Podcasting Strategy, and Brand Driving Demand with Jess Cook (VP Marketing at Vector)

Jan 15, 2026
Guest
Jess Cook
Jess Cook, VP of Marketing at Vector with a rich background in content and brand direction, discusses innovative B2B marketing strategies. She unveils the success of their influencer pilot, generating 45 demos and a $1.1M pipeline. Jess dives into creating a uniquely engaging podcast format focused on decisive company moments and the effectiveness of a brand mascot—a ghost! Her insights on scaling influencer partnerships and optimizing LinkedIn strategy offer actionable takeaways for marketers looking to drive demand creatively.
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ADVICE

Run Micro-Influencer Pilots

  • Try influencer campaigns to increase trusted distribution when you lack demand-gen resources.
  • Pay micro-influencers for strategic, loose-brief posts and treat their content as thought-leader ads.
ADVICE

Give Creators Creative Control

  • Let trusted creators craft their message and give loose briefs to maximize resonance.
  • Ask to see posts 24 hours ahead and suggest linking pages, but avoid heavy scripting.
INSIGHT

Measure Directionally With Sales Signals

  • Directional measurement can be enough at early stage to decide if a channel works.
  • Jess tracked call recordings and form fields to attribute 45 demos and $1.1M pipeline to the pilot.
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