The Marketing Millennials What Everyone Gets Wrong About B2B Influencers with Sarah Adam, Head of Growth Partnerships & Influencer Marketing at Wix | Ep. 414
May 8, 2026
Sarah Adam, Head of Growth Partnerships & Influencer Marketing at Wix, builds and scales B2B influencer programs for agencies and freelancers. She debunks the myth that B2B has no influencers. She explains how to pick creators by views and fit, why briefs should be short, how to negotiate cost-per-view, and how to manage and measure hundreds of creators while preserving their creative freedom.
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Every B2B Niche Already Has Influencers
- Every B2B niche has influencers, even if they only have ~2,000 followers and don't label themselves creators.
- Sarah Adam found Wix's agency/freelancer perception gap required partnering with trusted community voices to change brand perception.
Research First Then Talk To Creators
- Start influencer programs with deep niche research, map outlets, then begin outreach before finalizing budgets.
- Sarah recommends immersing yourself days into the community, discovering key players, then asking creators about rates and workflows to shape plans.
Pick Creators By Views And Profession Not Followers
- Choose creators by goal: for awareness prioritize actual reach/views and relevant job title over raw follower count.
- Sarah looks at profession, average views, engagement, and authentic content style rather than polished production.