Influencer Marketing - the Marketer

On the DMI podcast, we're devoting the next 2 episodes to going deep into influencer marketing. First from the marketer's viewpoint and then from the creator's. In this first episode host ⁠Will Francis⁠ chats with ⁠Sarah Adam⁠, Head of Partnerships and Influencer Marketing at ⁠Wix⁠. Sarah shares a behind-the-scenes look at how Wix has navigated the branding challenge of launching its B2B solution, ⁠Wix Studio⁠, in a market that traditionally sees Wix as a consumer-first platform. From influencer strategy to performance metrics and the role of AI, Sarah offers an unique view into B2B influencer marketing in today’s creator economy. Listen to part 2 with content creator Ben Kaluza. Key tips from Sarah: Pick influencers for their professional relevance, not follower count Focus on organic discovery over so-called influencer tools Invest in long-term relationships, not just one-off campaigns Timestamps: 00:00 – Introduction to Sarah Adam and her role at Wix 02:27 – What is Wix Studio and how it differs from classic Wix 04:10 – The branding challenge: shifting from B2C to B2B 07:21 – Why influencer marketing is a long-term game 08:36 – Metrics that matter: brand awareness vs. acquisition 10:24 – Choosing the right platforms based on marketing goals 13:00 – How to budget and benchmark for influencer campaigns 18:14 – Finding the right influencers: tools vs. organic discovery 22:28 – The rise of B2B influencer marketing on LinkedIn 29:40 – Platform breakdown: what each one does best 35:51 – Reposting and ad usage of influencer content 40:49 – Advice for aspiring full-time creators 47:11 – Sarah’s career journey and advice to her younger self ------------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠. Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠. If you enjoyed this episode, please leave a review so others can find us!