Writing about ecosystem marketing, creator marketing, and SaaS growth. https://zacculpan.com/ en-nz Sun, 29 Mar 2026 00:00:00 GMT Most companies overcomplicate the launch and underprepare the foundations. Here's how to build a creator programme that actually compounds, starting from existing users, not cold outreach. https://zacculpan.com/blog/how-to-build-a-b2b-creator-programme https://zacculpan.com/blog/how-to-build-a-b2b-creator-programme Sun, 29 Mar 2026 00:00:00 GMT Most SaaS event strategies stop at booths and badge scans. The real value comes from turning events into relationship loops that keep paying off after everyone flies home. https://zacculpan.com/blog/how-to-build-community-and-event-loops https://zacculpan.com/blog/how-to-build-community-and-event-loops Sun, 29 Mar 2026 00:00:00 GMT Most B2B companies try to run influencer marketing like a B2C play. The ones getting results are doing something different — better briefs, better people, and better measurement. https://zacculpan.com/blog/b2b-influencer-marketing-what-actually-works https://zacculpan.com/blog/b2b-influencer-marketing-what-actually-works Sat, 28 Mar 2026 00:00:00 GMT The measurement frameworks most companies use for creator marketing don't match how influence actually works. Here's a practitioner's guide to measuring what matters, from brand awareness to conversion, based on what I've learned running creator programmes at Narrative, Poliigon and BetterSaver. https://zacculpan.com/blog/how-to-actually-measure-influencer-marketing-roi https://zacculpan.com/blog/how-to-actually-measure-influencer-marketing-roi Sat, 28 Mar 2026 00:00:00 GMT Most SaaS companies lump these together or use the terms interchangeably. They're not the same thing, and understanding when to use each changes how you allocate budget. https://zacculpan.com/blog/partner-marketing-vs-influencer-marketing https://zacculpan.com/blog/partner-marketing-vs-influencer-marketing Wed, 25 Mar 2026 00:00:00 GMT Everyone's talking about ecosystem marketing. But most companies using the term have just rebranded their partner programme. Here's how to tell the difference. https://zacculpan.com/blog/what-ecosystem-marketing-actually-means https://zacculpan.com/blog/what-ecosystem-marketing-actually-means Sun, 22 Mar 2026 00:00:00 GMT The industry tracks reach, impressions, and affiliate codes. But the way creator marketing actually drives revenue looks nothing like what your dashboard shows. https://zacculpan.com/blog/why-measuring-influencer-marketing-roi-is-broken https://zacculpan.com/blog/why-measuring-influencer-marketing-roi-is-broken Sun, 22 Mar 2026 00:00:00 GMT Most SaaS companies default to paid ads and outbound. But the ones building real competitive moats are investing in their ecosystem. Here's a practitioner's guide to ecosystem marketing — what it actually is, why it works, and how to build one. https://zacculpan.com/blog/ecosystem-marketing-complete-guide https://zacculpan.com/blog/ecosystem-marketing-complete-guide Sat, 21 Mar 2026 00:00:00 GMT