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.
