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Influencer Marketing - the Marketer
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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.
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
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