How Storylane built a 3.3M- impression LinkedIn creator program from scratch
3.3M+
Impressions across the program
700K+
Monthly impressions at $30 CPM
50%
Of Storylane pipeline tied to LinkedIn
“Creatorbuzz helped us establish the foundation of our influencer program and set things in motion. They understood our goals and helped us source creators who aligned with these goals. 13/10 recommend working with the entire Creatorbuzz team!”
Akshaya Chandramouli @ Storylane
About Storylane
Storylane is an interactive product demo platform built for B2B sales and marketing teams. The category is competitive, dominated by entrenched legacy players, and the buying audience — PMMs, demand gen leaders and AEs — is one of the hardest groups in B2B to reach with traditional advertising.
The challenge
Storylane needed to break into a category they didn’t invent and educate Sales & Marketing buyers on a better demo workflow — without the brand awareness, sales team or paid budget that legacy competitors had. They had no creator program in place: no vetting playbook, no ethics guidelines, no contracting process, no creator network. They needed all of it, and they needed it to drive pipeline, not just impressions.
- Compete in a crowded interactive demo category against legacy providers
- Educate Sales & Marketing buyers on a better demo workflow
- Build an influencer program from scratch — ethics, contracts, vetting, comms
- Drive measurable LinkedIn pipeline, not just brand reach
Creatorbuzz’s role
Creatorbuzz designed and ran the entire 6-month program end-to-end — from program architecture and creator mix through partnerships, content review and reporting. The goal wasn’t a one-off campaign. It was a repeatable creator engine Storylane could eventually run in-house.
- Built the program from zero — set up ethical guidelines, vetting processes, communication channels and contracting infrastructure.
- Designed a two-track creator strategy that paired humor-driven PMM and Sales creators (edutainment for top-of-funnel awareness) with SMEs (subject matter experts) who could deliver tactical, product-led content.
- Sourced and partnered with dream creators at fair rates — negotiating directly with high-trust voices in the B2B sales and marketing community.
- Managed full execution across briefing, scripting, content review, posting cadence and reporting.
- Set Storylane up to run it in-house — transferring the playbooks, processes and creator relationships once the program was proven.
The strategy: edutainment + SMEs
Most B2B creator programs pick one mode — either funny content that gets reach but doesn’t convert, or tactical content that converts but never gets seen. Creatorbuzz built Storylane’s program around both, and made them work together.
Two creator tracks, one funnel:
- Edutainment creators (PMMs & Sales). Skits and humor-based content built for top-of-funnel awareness — reaching B2B buyers in the feed where they actually scroll.
- SME creators. Tactical, product-led content from operators who could explain why interactive demos beat the legacy demo workflow — turning awareness into intent.
Standout posts
- “B2B buying process is broken” skit — 1,123,606 impressions on a single post.
- “Interactive demos for outbound” skit — 1,072,592 impressions on a single post.
The results
- 3,324,780 impressions across the 6-month program.
- 700K+ monthly impressions at an average $30 CPM — efficient at B2B scale.
- 3x better performance than Storylane’s LinkedIn thought leadership ads.
- 50% of Storylane’s pipeline now comes from LinkedIn efforts.
- Two single posts crossed 1M impressions each — unusually high for B2B SaaS creator content.
“Creatorbuzz played a huge part in upping our influencer marketing game — they got us partnerships with dream creators at fair rates and built our entire program from scratch. They set up ethical guidelines, clear communication channels, and solid vetting processes — exactly what we were missing.”
Madhav Bhandari, Head of Marketing, Storylane
Why it worked (steal this)
- Pair humor with substance. Edutainment opens the door; SMEs close it. One without the other underperforms.
- Build the program, not just the campaign. Ethics, vetting and contracts are what make creator marketing repeatable.
- Pay fair rates for dream creators. Trust beats discounts — fair deals get better content and longer relationships.
- Beat your own paid benchmarks. If creator content can’t outperform your thought leadership ads, the program isn’t working.
- Hand it off. The best B2B creator programs are designed to be run in-house once the engine is proven.
Case studies
This is one of many. We've helped fast-growing tech brands turn creator-led campaigns into real attention and real pipeline. Take a look at the rest of the work.
