The B2B Influencer Mistakes You May Not Know You’re Making—and How to Solve Them

Let’s be honest—most B2B influencer programs are a mess. Brands are throwing money at big names, churning out surface-level content, and calling it a strategy. Spoiler alert: it’s not working.

Ashley Zeckman, CEO of Onalytica, will break down why most brands are getting influencer marketing completely wrong—and how the smartest ones are turning things around. Backed by fresh data from Onalytica’s 2025 B2B Influencer Marketing Report, Ashley will show you how to stop burning budget and start seeing real impact.

In this session, you’ll learn:

• The biggest influencer marketing mistakes you’re making right now
• Why your budget is going to waste on “influencers” who don’t actually influence anyone
• How to build real, high-impact influencer partnerships that don’t feel like bad advertising