Why Being Yourself Pays the Bills
w/ Evan Patterson
Hosted by Peter Wheeler · 51 min
Show Notes
Evan Patterson has built a multi-faceted B2B marketing career on a simple premise: authentic community beats manufactured persona every time. From gaming parties in suburban Michigan to running B2B influencer partnerships, Evan unpacks how genuine voice and community-first thinking drives real pipeline — and why code-switching is a trap marketers should escape. Expect sharp takes on dark social, retainer pricing, and why most employer branding is performative noise.
Key Takeaways
Authentic community marketing outperforms manufactured brand voice consistently
B2B influencer marketing works best when the influencer actually uses and believes in the product
Dark social and word-of-mouth are underattributed and underinvested
Retainer-based work creates better outcomes than hourly — for clients and consultants
Code-switching to fit culture costs you the differentiation that actually makes you valuable
The Slap Summary
- ✓Authentic community marketing outperforms manufactured brand voice consistently
- ✓B2B influencer marketing works best when the influencer actually uses and believes in the product
- ✓Dark social and word-of-mouth are underattributed and underinvested
Guest
Evan Patterson · Independent
Evan Patterson is a B2B influencer, community marketing consultant, and social media strategist based in Chicago. He works across influencer partnership programs, personal branding coaching, and community-led growth for B2B SaaS companies — both as the influencer and as the person building and running the programs.