This B2B Marketer Uses Influencers To Drive Negative CAC

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Recorded16 Oct 2025

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In this episode of Confessions of a B2B Entrepreneur, Tom Hunt speaks with Koby Conrad about scaling Rupa Health from $5M to $75M by driving Negative CAC. Koby explains how he turned their media (podcast, Rupa University) into a profitable asset, not a cost center. The core strategy involved hiring superstar doctor-influencers as full-time employees with equity, rather than paying them small cash fees. This solved the influencer's biggest problem—audience monetisation—and ensured deep buy-in for the company's mission. He details how this focus on talent built immense trust and cut the blended CAC by two-thirds. Koby shares how he now applies this blueprint at his latest venture, the B2C health app Sunflower.

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