"If those people trust us, why don’t you?" — Anton Shulke
If you've ever struggled to show ROI from influencer marketing, you're not alone. Anton Shulke, Head of Influencer Marketing at Duda and former SEMrush strategist, breaks down how he’s built trust and visibility through a more strategic, long-game approach to influencer marketing in the B2B world. Spoiler: it’s not about creators with massive followings—it’s about industry experts who bring value and credibility.
Here are our main three takeaways from this episode:
1. Creator vs. Expert: Know the Difference
Anton draws a sharp line between creator marketing and what he calls “expert marketing.” Creator marketing is transactional—pay for a shoutout, get your ROI (or not). Expert marketing is relationship-based. You invest in building real connections with respected voices in your industry. That credibility pays dividends in visibility and brand trust over time.
2. The “Gallery Method” for Outreach
Don’t cold pitch. Start by curating a gallery of respected names—people you've already collaborated with or who are known in the field. Then, when you reach out to new experts, you're not just another unknown brand. You're inviting them to join a respected circle. Give them full control over the topic and make the experience as valuable for them as it is for your audience.
3. Measuring ROI When It’s Hard to Measure
Anton admits that expert marketing is hard to quantify, but it’s not impossible. Instead of trying to tie everything to direct sales, show tangible wins: earned media mentions, organic press, or being the first CMS mentioned in Microsoft Bing’s blog because you built that relationship early. It’s not fast, but it’s powerful.
What You Can Do Right Now:
Shift your influencer focus from creators to industry experts in your niche.
Start building your “gallery”—highlight past collaborations or respected voices in your network.
Host a live webinar and give the expert total topic freedom. Focus on showcasing their insights, not your product.
Look for non-sales KPIs: organic mentions, backlinks, or authoritative partnerships that elevate your brand’s credibility.
Like this kind of insight?
Subscribe for more no-fluff episodes on making content and influencer strategy work for your business. To connect with Anton, find him on LinkedIn or learn more about his charity at SEOCharity.com.