{"podcast":{"title":"Safe Doesn't Scale","slug":"safe-doesn-t-scale-7693846","podcast_index_feed_id":7693846,"rss_url":"https://feeds.captivate.fm/limelight/","website_url":"https://www.limelighthq.com/","image_url":"https://artwork.captivate.fm/acfbba0c-a85e-4aa3-9cd2-d33855c85dcd/SDS-Artwork.jpg","author":"David Walsh","episode_count":20,"summary":"\"What's the ROI?\" Those three words kill more creative marketing ideas than bad execution ever will. Not here. Safe Doesn't Scale is a weekly podcast for marketing and growth leaders. We’ll be interviewing Heads of Marketing, Unicorn Founders, and Revenue Leaders at B2B companies to prove that the riskiest marketing campaigns drive the biggest returns. While brands are burning $500K on LinkedIn ads that are generating zero demos, there’s someone out there who closed a $2M deal they sourced from a meme. Host David Walsh, Founder of Limelight, breaks down real examples from brands spending less and converting more by leaning into creator-led growth, unconventional distribution, and campaigns that make traditional marketers panic. You’ll learn: How growth leaders sell “unsafe” ideas to the C-suite How to attribute sales pipeline to content, creators, and social signals Why the campaigns that feel uncomfortable often drive the most revenue No e-book downloads. No buzzwords. This show is for marketers with a chip on their shoulder who are tired of playing it safe. We celebrate the campaigns that make legal sweat and sales teams crush quota. Because marketers who don't take risks won't…","last_synced_at":"2026-07-09T16:20:37.514205+00:00","page_url":"https://stenobird.com/podcast/safe-doesn-t-scale-7693846"},"episode":{"title":"Why Most B2B Influencer Reports Don't Survive a CFO Meeting (with Will Beech and Chris Peters from Moon at Dawn) | Ep. 15","slug":"why-most-b2b-influencer-reports-don-t-survive-a-cfo-meeting-with-will-beech-and-chris-peters-from-moon-at-dawn-ep-15","published_at":"2026-06-11T07:00:00+00:00","page_url":"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","show_page_url":"https://stenobird.com/podcast/safe-doesn-t-scale-7693846","url":"https://www.limelighthq.com/","audio_url":"https://episodes.captivate.fm/episode/5e683310-9a62-44b4-83aa-b98ef25bedf9.mp3","summary":"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…","meta_description":"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…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1908,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/safe-doesn-t-scale-7693846/episodes/why-most-b2b-influencer-reports-don-t-survive-a-cfo-meeting-with-will-beech-and-chris-peters-from-moon-at-dawn-ep-15/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"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.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}