The Marketing Millennials What Everyone Gets Wrong About B2B Influencers with Sarah Adam, Head of Partnerships & Influencer Marketing at Wix | Ep. 330
Jul 9, 2025
Sarah Adam, Head of Partnerships & Influencer Marketing at Wix, shares her journey in transforming B2B influencer marketing. She highlights common misconceptions, illustrating that influential voices thrive in various niches beyond B2C. Sarah explains the craft of creating effective briefs, balancing guidance with creative freedom. She discusses how to select the right creators, measure success, and evaluate metrics like cost-per-view. Authenticity emerges as a key theme, emphasizing the importance of genuine collaborations in strengthening brand messaging.
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First Steps to Build B2B Program
- Start a B2B influencer program with thorough research and immersion in the niche.
- Identify key influencers and communities, then reach out early to understand their working methods and pricing.
Choosing B2B Influencers
- Choose B2B influencers based on relevant profession, average reach/views, engagement, and authentic content style.
- Avoid focusing only on follower count; content authenticity and niche expertise matter more.
Effective Influencer Briefs
- Keep influencer briefs brief and clear about goals and boundaries.
- Give creators full freedom to shape content authentically while knowing success metrics.