What Everyone Gets Wrong About B2B Influencers with Sarah Adam, Head of Partnerships & Influencer Marketing at Wix | Ep. 330

In this episode of The Marketing Millennials, Daniel Murray interviews Sarah Adam from Wix about B2B influencer marketing. Sarah shares her journey into influencer marketing, which began with addressing brand perception challenges for Wix's B2B products. She debunks the myth that influencers don't exist in every niche, emphasizing the importance of research to identify key players and authentic voices within specific industries, even those with smaller followings. Sarah also highlights the need to define campaign goals before selecting influencers, focusing on metrics like reach and engagement, and advocates for providing creative freedom within a clear brief. She shares insights into negotiating influencer contracts, managing relationships, and evaluating campaign performance, stressing the importance of authenticity and the influencer marketing manager's role as a gatekeeper within the organization.