Dale Lovell is a veteran of the media and marketing industry, having worked at the forefront of digital advertising and native content. Now he is back, alongside Jack Gillespie with an innovative new venture, Loomify Collective, in a booming sector, B2B influencer marketing, focused on independent newsletters and creators. We spoke with him about the model, the opportunities it presents, and how it is transforming business storytelling.
Can you explain what your new company does?
It’s about taking a publisher approach to campaigns, working with brands to connect with independent newsletters and creators.
When we launched, we debated whether we were an agency or not, but really we’re a partner in the modern sense. We work with agencies, big media groups, and directly with brands as a B2B influencer agency.
Which platforms are you focusing on?
A lot of our work is in the Substack space. With so many journalists leaving traditional media, there’s been an explosion of independent newsletters that are incredibly in-depth on niche topics.
Brands, particularly in B2B and thought leadership, can benefit from this approach. We partner with newsletter creators to help craft branded content that reaches highly engaged audiences.
How does that work for clients with complex messaging?
Take a biosciences brand for example. They want to communicate complex scientific research to scientists.
Traditional channels don’t always work for that. We act as a conduit, ensuring the content is credible and reaches the right audience through the right newsletters. It complements PR efforts, and we often work with PR agencies to amplify independent research to market.
Is it just Substack or do you use other channels?
It’s broader than Substack. For one client, we included an Instagram influencer with a strong science community to create awareness at the top of the funnel.
We combine that with niche newsletters for more targeted engagement. It’s about running campaign-based activity rather than a retainer model. My background in native advertising informs that approach, focusing on high-quality, campaign-driven content that grows influence.
How do you structure a newsletter campaign?
A brand comes to us with a campaign, say around aerospace engineering. We identify suitable newsletters through our network, which can range from five to twenty relevant titles.
We provide a media proposal including content creation, like white papers or research interpretation, paired with journalistic expertise. The aim is to make the content valuable and acceptable for the newsletter audience.
Do you also use creative formats like video?
Yes, absolutely. There are traditional sponsorship options, but we also deliver full creative campaigns, working like a production studio. The content is distributed through the newsletter networks, offering both visibility and credibility.
What about larger B2B influencers, like heads of network agencies or CMOs?
Some of those individuals are open to paid opportunities, but the key is involving them in content creation.
When experts contribute to webinars or videos, they naturally promote that content. The really high-value thought leadership comes from ex-journalists or independent newsletter writers with deep expertise, like a former FT correspondent now running a newsletter.
Brands pay for access to those audiences because of the trust and authority they hold.
How do you maintain relationships with newsletter creators?
We’ve spent the past year building strong relationships with publishers, providing sponsorship opportunities and content collaboration.
Many creators are incentivised by fair rates and the chance to extend their expertise. AI-generated content is rejected; it’s all about authentic, high-quality content that reflects the creator’s name and reputation.
How do you measure results for brands?
It’s not about mass reach. It’s about high-intent, niche audiences.
Metrics include lead generation, engagement, dwell time, newsletter open rates, and clickthroughs. They might be smaller than social or programmatic campaigns, but they deliver highly engaged, decision-making audiences, perfect for B2B thought leadership.
What are your plans for growth?
We want to be the go-to for business storytelling in B2B, leveraging newsletters to complement what media and communications agencies already do. We’re still small, a team of five, but we’re on an upward trajectory, building bespoke campaigns and expanding our network of independent creators. It’s an exciting time for B2B marketing and influencer engagement.
How do you see this approach evolving with AI and search technology?
High-quality, human-created content is critical.
Newsletters signal trust and authority, which helps with search indexing and LLM-based content discovery. Sponsored content is fine as long as it adds value, and over time, these campaigns build authority and visibility for brands in highly targeted ways.
