Influencer marketing

Paid collaboration with creators who have a trusted audience, used to drive awareness, signups, or pipeline for a product.

Influencer marketing is the practice of paying creators to feature a product with their audience. For dev-tool and B2B brands it works best when the creator is a genuine subject-matter expert and the campaign is measured against signups and pipeline rather than impressions, because the audience is small, high-intent, and skeptical of vendor messaging.