Let’s face it: working with creators in B2B is still kind of the Wild West. Unlike B2C, where everyone and their cousin has an influencer playbook, B2B’s still trying to figure it out. Who are the right creators? Where do you even find them? Do they take PayPal or prefer equity in your startup? Should you slide into their DMs or book a proper intro call?

Here’s the good news: we’ve broken it down for you.

Whether you’re running a SaaS brand, leading partner marketing, or just trying to get your startup noticed beyond PPC ads, this guide covers the five essential pieces of any B2B creator program—plus the tools and tricks that actually work.

1. Finding and Vetting Creators‍

Let’s start with the hunt. Spoiler: the best creators in B2B aren’t sitting in an influencer database waiting for your email.
Tools worth checking out:

• SparkToro – Find creators based on audience interests, not follower count. Perfect for nerdy, niche-y B2B stuff.
• Influencity / Modash – More B2C DNA, but still solid for YouTube and LinkedIn data. Helps filter by location, audience, and engagement.
• Paved – If newsletters are your jam, this is gold. It surfaces sponsorship opps across tons of B2B publications.

Pro tip: Your best bets might be writing on Substack, tweeting like crazy, or speaking at some obscure SaaS webinar. Manual curation + a basic CRM still beats a flashy influencer tool.

2. Managing Creator Relationships

Treat creators like partners, not ad space. If you’re thinking long-term—content co-creation, podcast appearances, even product feedback—then manage that relationship like you would a sales pipeline.

Stack it like this:

• Airtable / Notion + your CRM (e.g., HubSpot, Affinity) – Build your own “Creator CRM.” Tag by industry, content type, audience fit, vibe—whatever works.
• Grain / Fathom / TL;DV – Record and summarize meetings. Especially helpful if you’re co-creating or just want to remember what they said without relistening to a 45-min Zoom call.

Pro tip: Don’t pitch creators like you pitch affiliates. Talk partnership, not payouts. They’re not media slots. They’re your future superfans.

3. Referral Tracking & Attribution

Here’s where it gets nerdy—but essential. If you’re going to invest in creators, you need to know what’s working.

A few faves:

• PartnerStack – Built for SaaS. Handles tracking, referrals, payouts.
• FirstPromoter – Lightweight and startup-friendly.
• Impact / Everflow – If you’re running a bigger partner program with multiple types of affiliates.
• Rewardful – If you’re billing via Stripe, this makes setup a breeze.]💡

Pro tip: Not everyone wants to mess with affiliate links. Use UTM parameters and GA4 goals to track influence. Not perfect, but better than “vibes only” attribution.

4. Payments and Incentives

Creators don’t all want the same thing. Some want revenue share. Others want exposure. Some just want that sweet Amazon gift card. Be flexible.

What works:

• Tipalti / Tremendous / Wise – Global payments made easy.
• Stripe / PayPal Payouts – Quick fixes for one-off work or invoices.
• Tango / Airtable hacks – For perks, merch, or gift cards

Pro tip: Ask up front. Some creators are cash-first. Others care more about distribution and co-marketing. Don’t assume.‍

5. Co-Creation & Collaboration‍

The dream: you and the creator build something great together. The reality: if you don’t make it easy, it won’t happen.‍

Make creation seamless:

• Figma / Canva – For design collabs, content posts, visuals.
• Notion / Google Docs – Async briefs, outlines, script reviews.
• Descript / Riverside / Loom – Recordings, edits, and video walk-throughs.‍

‍Pro tip: Give them the keys. Set up test accounts, share messaging templates, provide visuals. If you make it plug-and-play, they’ll run with it.

Final Word

B2B creator programs aren’t about going viral. They’re about building trust at scale—with the people your customers already listen to. The tech stack matters, sure, but the mindset matters more.

Forget influencer marketing. Start thinking creator partnerships.

And if you’re doing it right? You won’t just have content. You’ll have champions.