$1M later, here are the takeaways from sponsoring B2B influencers

Ahrefs, the popular SEO software company, has spent more than $1 million sponsoring hundreds of creators, educators, and influencers, including prominent names like Linus Tech Tips and Lenny Rachitsky. Now, they’re pulling back the curtain on what they’ve learned from their ambitious partnership efforts.

Speaking with Igor Gorbenko, Ahrefs’ Head of Partnerships, the company revealed a deep dive into the lessons learned from managing high-stakes influencer marketing campaigns, focusing on brand integrity, pricing strategy, and influencer relationships.

Key Takeaways from Ahrefs’ Influencer Sponsorship Strategy

1. Low-Friction Offers Work Best

Ahrefs initially saw disappointing results from podcast sponsorships, spending $14,000 on five campaigns with little to show for it.
Igor quickly pivoted to promoting Ahrefs Webmaster Tools (AWT)—a free, accessible product offering immediate value to a broader audience of website owners, not just SEOs.

“We can’t throw money at creators and hope Ahrefs becomes a household name,” said Gorbenko.
“AWT lets us promote our brand, showcase our product, and offer something free. It expands our audience beyond SEOs to content marketers, affiliate marketers, entrepreneurs, and more.”

2. Brand Reputation Is Everything

When Gorbenko approached Linus Media Group, they first asked about Ahrefs’ reputation and controversies. Maintaining a clean, reputable brand made it easier to secure high-profile partnerships.

Ahrefs’ checklist for reputation management includes:
✅ Gathering positive reviews and testimonials
✅ Addressing potential controversies head-on
✅ Highlighting brand values and product quality

“Just because you have money doesn’t mean creators want to work with you,” said Gorbenko.

3. Vetting Creators Is Crucial

Not all metrics are created equal. Gorbenko warns about inflated numbers and inconsistent engagement on platforms like YouTube and LinkedIn.

He evaluates:
🔍 Subscriber/follower counts
🔍 Comments from real users vs. bots
🔍 Posting consistency and engagement quality
🔍 Search traffic and keyword rankings using Ahrefs’ Site Explorer

“At some point, you need to trust your gut,” said Gorbenko.
“Run a smaller-scale campaign first and gauge the results.”

4. Pricing Is Inconsistent—And Negotiable

Influencer rates vary wildly, sometimes bearing little connection to actual reach or impact.
Gorbenko’s experience suggests:
💰 $500 – $2,000: Baseline for LinkedIn posts
💰 $3,000 – $9,000: Often not worth the price
💰 $10,000+: Best returns with large influencers

“Middle-tier pricing often gives marginal returns. If you have the budget, go big,” Gorbenko advised.

He always negotiates by making a specific offer, not just asking for a discount.

“Can we bring the price down to $XXX so it fits my budget?”

5. ChatGPT as an Influencer Discovery Tool

Gorbenko has used ChatGPT to find influencers, especially on LinkedIn where discovery tools are lacking.
Prompts like:

“Share some YouTube channels that had Shopify as sponsor, I need channels related to marketing, business, entrepreneurship, education, etc.”

Helped uncover new partnerships, particularly in B2B niches.

6. Personal Outreach Trumps Automation

Gorbenko’s strategy prioritizes personalized communication:
📧 Email first
🔗 LinkedIn second
🐦 X (Twitter) third
📝 Website forms as a last resort

“Keep it short. Just introduce yourself and explain what you want,” Gorbenko emphasized.

Asking for introductions from existing partners also helps build trust.

7. Reports Matter for Both Sides

Ahrefs tracks results on LinkedIn and YouTube, where metrics are clear.
Podcast sponsorships are trickier due to brand awareness issues, like pronunciation differences of “Ahrefs.”

“We rely on reports from partners, but sometimes they offer extra placements when results aren’t great.”

8. Decision Fatigue Is Real

Managing $100K monthly budgets across 20+ creators is mentally taxing.
Gorbenko explains:

“Every month, I’m sending $100K into a black box and all I can do is hope it works out.”
“Recognizing and accepting that it’s part of the job made it easier.”