Episode 6: Influencing Outcomes
This episode of Influencing Outcomes explores the growing demand for accountability in creator marketing, examining how rising expectations around performance, pricing and long-term value are reshaping the way brands invest in the channel and measure its impact.
In this episode of Influencing Outcomes, Nathan Powell is joined by Fabulate co-founder and Chief Revenue Officer Ben Gunn, alongside guest co-host Eliza Lewis, for a timely conversation examining how creator marketing is entering a new phase of scrutiny as the channel continues to mature.
As expectations around performance rise, the discussion centres on why creator marketing is now being assessed with the same commercial lens as other established media channels. Nathan, Ben and Eliza unpack how perceptions of value are shifting, what this means for creator pricing and investment decisions, and why brands are increasingly being asked to justify creator spend beyond short-term engagement metrics.
The conversation explores how creator marketing needs to evolve to sit credibly alongside channels like paid social, search and television, particularly as budgets grow and scrutiny increases. They discuss the importance of long-term thinking, the challenges of proving impact over time, and why treating creators as strategic assets rather than transactional placements is becoming critical to driving sustainable results.
Nathan also shares his perspective on a broader industry challenge emerging as creator marketing scales, specifically around how insights, performance learnings and audience intelligence are captured, retained and reused. The group discusses the growing role of technology in solving these issues, and why having strong measurement and data foundations in place will matter more as creator strategies become more complex and commercially accountable.
The episode concludes with a forward-looking discussion on where creator marketing is heading next, and what will separate the brands and teams that are set up to succeed as expectations around ROI, confidence and clarity continue to rise.
This episode is designed for marketers, agencies and creators who are looking beyond short-term wins and are focused on building creator strategies that deliver long-term value, confidence in investment, and measurable outcomes over time.
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