How to Find the Right Creators for Your Brand
*Want to see what creators *actually* care about when partnering with brands? Dive into HubSpot's free Creator Survey* 🔗 https://clickhubspot.com/dcb203Most brands treat creators like ads — here’s how to build partnerships that actually drive trust, demand, and growth.
In this episode of Field Notes, we break down how modern creator strategy actually works — from finding the right creators, to building partnerships that last, to measuring what really matters beyond vanity metrics. Creator and influencer marketing has entered a new era. It’s no longer about buying posts or chasing follower counts — it’s about credibility, trust, and long-term relationships. In this episode, HubSpot’s marketing leaders are joined by Alanah Joseph, HubSpot’s Head of Creator Partnerships, to unpack how brands can build creator programs that drive real demand and brand equity.
📌 Why this matters for marketers & SMBs: Creators influence how people discover, trust, and buy from brands — but most businesses approach creator marketing the wrong way. If you’re treating creators like ad inventory instead of partners, you’ll struggle to see meaningful results. This episode gives you a practical, scalable framework to build creator relationships that drive awareness, demand, and trust — even with a small budget.
00:00 – Intro
01:00 – HubSpots approach to creator relationship-building and strategy
02:30 – How to find the best-fit creators for your brand
03:20 – How to think about the goal-to-channel match
04:09 – How to find the right creators for your brand
06:50 – How to structure partnerships creators actually want
08:35 – Free Creator Survey
08:56 – Examples of brands doing creator marketing right
11:12 – Creator success metrics
13:15 – Free Creator Survey
13:30 – The Last Word
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About HubSpot
HubSpot is a customer platform that provides education, software, and support to help businesses grow better. The platform includes marketing, sales, service, commerce, operations, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, thousands of customers around the world use HubSpot’s powerful and easy-to-use tools and apps to attract, engage, and delight customers.
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