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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Starting Wix's B2B Influencer Program
- Sarah Adam started Wix's B2B influencer program three years ago from scratch.
- She focused on bridging the perception gap by partnering with trusted influencers in B2B niches.
Myth About B2B Influencers
- Many B2B marketers mistakenly believe no influencers exist in their niche.
- B2B influencers often have small followings but high trust and relevance in their communities.
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.