Sarah Barbod

Featured on the B2B Marketing Futures podcast to discuss how B2B marketers are building meaningful pipeline in 2025. Alongside fellow marketers, we explored the challenges of multichannel orchestration and shared insights on data integrity, collaboration, and agile campaign design in a rapidly evolving buyer landscape.

Hosted a public webinar discussing influencer marketing payment practices, common payment challenges that businesses face, and how to solve them.

More and more businesses are transforming their marketing strategies to include influencer marketing as a primary channel, causing the volume of payments and new compensation processes for creators to increase. These organizations’ in-house finance departments are sometimes tasked with onboarding every creator as a vendor, a process that can be time-consuming or complicated, and often causes friction between internal teams. Additionally, businesses’ existing financial systems may not be prepa...

Researched and wrote this guide to showcase CreatorIQ's data capabilities within B2B creator-led marketing. Brand analysis includes Hilton, Airbnb, and BÉIS. The guide explores striking backdrops, colors, and high-quality aesthetics associated with travel promotion and how content creators on Instagram utilize a combination of static imagery and various video formats. Instagram has become a go-to channel for helping consumers see themselves in a given destination. Discover common strategies and features that brands can leverage with Instagram content creators to drive conversions.

Planned and executed the multi-channel, full-funnel integrated marketing campaign for CreatorIQ's study in partnership with Aberdeen Strategy & Research. The report explores how marketing leaders are harnessing investments in creator-led marketing to drive ROI and optimal business impact.

Collaborated with partners at Meta to produce this webinar highlighting CreatorIQ and Meta's partnership and the unique benefits of branded content ads (now known as Partnership Ads). Watch the replay to uncover how leading brands are leveraging branded content ads to reduce ad costs, drive more sales, and ultimately get more out of their existing influencer partnerships.

Wrote the script exploring H1 2022's most prominent trends in the influencer marketing space: brands' increased interest in working with micro-influencers. Watch the video to learn how brands like La Croix Sparkling Water, Bondi Sands, and Sephora have leveraged this impactful tier of creators in their campaigns, and why building relationships with micro-influencers can inspire a strong return on investment.

As part of the amplification plan of CreatorIQ's webinar with Meta, this thought leadership blog post outlines partnership ads (formerly known as branded content ads) guidelines and content policies.

Wrote and directed the creative design for CreatorIQ's full-funnel research campaign with Aberdeen Strategy & Research.

Collaborated with partners at Meta to announce that Instagram had selected CreatorIQ as an early adopter of its Creator Marketplace API program. The campaign spanned earned and owned channels.

Planned and executed the integrated marketing strategy to amplify the webinar and nurture leads. Wrote the presentation deck for a conversation with Wayfair’s Head of Integrated PR and CreatorIQ's Chief Senior Vice President of Corporate Marketing. The discussion takes an inside look into a recent CreatorIQ study examining how creators are changing the marketing ecosystem and powering consumer purchase decisions. Explore how brands are addressing these changes and reshaping the way they advertise.

Leveraging CreatorIQ's proprietary data, this year in review report examines the earned media value of global beauty and fashion brands. Contributions include the US and EMEA cosmetics brand analysis sections.

Researched and wrote the whitepaper on creator payments exploring the complexities of paying creators: from pay equity across the diverse creator community, to what factors influence pay rate, and finally how businesses can successfully scale their creator payment programs.

Original writing exploring the impact of micro and nano influencers.

Original writing exploring the Creator Economy and its influence in the skincare, fashion, and beauty industries. The article features passionate brand advocates and the product launches and campaigns they supported, along with the brands that excelled in their influencer partnerships in Q1 2022.