Influencer Marketing Outreach: Why the Top 10-20 Creators Drive Most of Your Sales

Anders Bill, co-founder and CPO of Superfiliate, makes a blunt case for why software alone cannot save an influencer marketing program: the best platform in the world dies where a real relationship has not been built.

His core argument is that influencer marketing outreach is relationship marketing through and through, and no amount of tooling replaces one-on-one human contact. Anders recommends getting on the phone with creators rather than relying on email, because a personal call makes every future conversation, including asking for a content change, dramatically easier. For brands managing large rosters, he suggests focusing that personal attention on the top 50 to 100 performers, since in most successful creator programs the top 10 to 20 people are driving the majority of sales. Tactics like short group webinars with top affiliates or individual onboarding calls can bridge the scaling gap.

Watch to see exactly how Anders thinks about prioritizing creator relationships when you cannot possibly call everyone on your list.