# Why Most B2B Influencer Reports Don't Survive a CFO Meeting (with Will Beech and Chris Peters from Moon at Dawn) | Ep. 15

Page: https://stenobird.com/podcast/safe-doesn-t-scale-7693846/why-most-b2b-influencer-reports-don-t-survive-a-cfo-meeting-with-will-beech-and-chris-peters-from-moon-at-dawn-ep-15
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Podcast: [Safe Doesn't Scale](https://stenobird.com/podcast/safe-doesn-t-scale-7693846)
Published: 2026-06-11T07:00:00+00:00
Episode link: https://www.limelighthq.com/
Audio file: https://episodes.captivate.fm/episode/5e683310-9a62-44b4-83aa-b98ef25bedf9.mp3
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Duration seconds: 1908

## Resource

Most B2B influencer reports celebrate impressions and call it a campaign. The CFO signs off because the spend sits inside marketing. Nobody walks into the renewal confident about what the money actually bought. ㅤ On this episode, David Walsh , founder of Limelight , talks with Will Beech and Chris Peters, co-founders of Moon at Dawn , a tech-first B2B influencer agency built around outcome-based pricing. They get into ICP resonance, attribution, and what it takes to put guarantees on an influencer campaign. ㅤ Guest Bio Will Beech is co-founder of Moon at Dawn , leading client strategy and product. He spent eight years in B2B influence at Onalytica, working on programs for Siemens, IBM and AWS. ㅤ Chris Peters is co-founder of Moon at Dawn, with 15 years in agency land, most recently as B2B Global Client Lead at Wavemaker (WPP). He writes the B2B Excellence newsletter. ㅤ What We Cover Who Moon at Dawn sells to: The three personas they target: enterprise brands, mature brands already running programs, and mid-market companies. Each measures success differently. Influencer, not creator: Why they treat "influencer" as an umbrella covering subject matter experts and executives, which lands better with enterprise buyers. What outcome-based pricing means: Guarantees on impressions against ICP accounts, frequency, and lead volume at a cost competitive with paid media. The $20K floor: Around $20K for an outcome-priced engagement, $10K to $15K for an organic-only pilot. Below that, the data won't support a guarantee. Resonance over reach: Why a single CEO like is happenstance, and how depth across the full buying committee is a better signal of commercial impact. The Cyber Things campaign: A cybersecurity pilot tied to the Stranger Things finale that doubled the previous agency's…

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