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:

1. Pick influencers for their professional relevance, not follower count
2. Focus on organic discovery over so-called influencer tools
3. 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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