Ahead of the Game

In the second part of our influencer marketing series, we shift focus from the marketer to the creator. Host ⁠⁠⁠Will Francis⁠⁠⁠ chats with ⁠Ben Kaluza⁠, a former Twitch ad ops professional turned full-time content creator. Ben shares his candid journey into content creation—from gaming streams and OBS tutorials to building a trusted multi-platform presence across TikTok, YouTube, and LinkedIn.Ben gets into what creators really need to succeed, how to balance authenticity with monetization, and how marketers can partner with them successfully. With honest takes on influencer compensation, content production, and building trust in a noisy digital space, this episode is a must-listen for anyone working with—or aspiring to become—a creator today.Listen to Part 1 with Sarah Adam who directs the B2B influencer marketing team at Wix Studio.   Ben's top 3 tips for content creators:Prioritize ideas over everythingDon't fuss over the details like hashtags or captionsKeep experimenting with formatsBen's top 3 tips for marketers:Match the content with your product, not just your audience Build great affiliate programs Use creators for unique insights and strategyTimestamps:03:00 – What Ben learned about value and CPM from Twitch and healthcare display ads06:30 – Starting content creation and streaming on Twitch08:45 – Discoverability struggles on Twitch and why TikTok became his growth engine11:00 – How monetization culture differs across Twitch and TikTok14:10 – Creator fatigue and why streaming isn't sustainable for most16:30 – Pivoting to TikTok tutorials: from opinion to practical value20:15 – High vs. low production content and platform fit28:00 – Creator vs. influencer: defining the roles30:00 – Making a living: how brand deals, pricing, and scheduling actually work38:15 – What marketers should understand when working with creators41:30 – Why paid media should back creator content46:00 – Smart strategies for gifting vs. paid partnerships51:00 – Ranking platforms: TikTok, Instagram, YouTube, LinkedIn58:30 – Tailoring content by platform for trust and reach1:05:00 – Top 3 tips for aspiring creators and top 3 tips for marketers working with them-------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

On the DMI podcast, we're devoting the next 2 episodes to going deep into influencer marketing. First from the marketer's viewpoint and then from the creator's.In this first episode host ⁠Will Francis⁠ chats with ⁠Sarah Adam⁠, Head of Partnerships and Influencer Marketing at ⁠Wix⁠. Sarah shares a behind-the-scenes look at how Wix has navigated the branding challenge of launching its B2B solution, ⁠Wix Studio⁠, in a market that traditionally sees Wix as a consumer-first platform. From influencer strategy to performance metrics and the role of AI, Sarah offers an unique view into B2B influencer marketing in today’s creator economy.Listen to part 2 with content creator Ben Kaluza. Key tips from Sarah: Pick influencers for their professional relevance, not follower count Focus on organic discovery over so-called influencer toolsInvest in long-term relationships, not just one-off campaignsTimestamps:00:00 – Introduction to Sarah Adam and her role at Wix02:27 – What is Wix Studio and how it differs from classic Wix04:10 – The branding challenge: shifting from B2C to B2B07:21 – Why influencer marketing is a long-term game08:36 – Metrics that matter: brand awareness vs. acquisition10:24 – Choosing the right platforms based on marketing goals13:00 – How to budget and benchmark for influencer campaigns18:14 – Finding the right influencers: tools vs. organic discovery22:28 – The rise of B2B influencer marketing on LinkedIn29:40 – Platform breakdown: what each one does best35:51 – Reposting and ad usage of influencer content40:49 – Advice for aspiring full-time creators47:11 – Sarah’s career journey and advice to her younger self-------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Mark Kilens⁠, CEO and co-founder of ⁠Tack⁠, a community and consultancy focused on helping companies go to market. Mark shares a fresh perspective on how go-to-market strategies must evolve by putting people, not companies, at the heart of everything. From building trust to leveraging networks over traditional channels, Mark offers plenty of insights that challenge the status quo and equip marketers to thrive in a rapidly changing landscape. Mark's top 3 insights:Focus on People-First GTM built around relationships, storytelling, and partnerships.Build an owned audience through value-led content and free tools, not just blog posts.Prioritize network leverage over channels: think people, places, and brands as your new marketing reach.Timestamps0:00:25 – What is People-First Go-To-Market (GTM)?0:03:02 – Common challenges: Positioning and Ideal Customer Profiles0:06:54 – The importance of ecosystems and partnerships0:09:47 – Distribution leverage and marketing in noisy environments0:12:31 – Channels vs. Networks: A mindset shift0:18:24 – The role of AI in GTM strategy and marketing careers0:23:56 – Why build a community? The power of owned audiences0:27:58 – Using free tools to deliver value and collect data0:34:00 – Real-world client scenarios and solutions Tack provides0:36:38 – The over-reliance on paid media and what to do instead0:41:23 – What product metrics reveal about GTM effectiveness0:42:27 – Mark’s GTM checklist: ICPs, messaging, networks0:45:45 – Career reflections and advice for marketers-----------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠website⁠⁠⁠⁠, ⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠YouTube⁠⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠⁠Join for free today⁠⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Laura Costello⁠, Head of Sustainability and Planet Services at youth agency ⁠Thinkhouse⁠, as well as Ireland lead at ⁠Purpose Disruptors⁠. Starting with having Ben & Jerry's as her first client, Laura shares her deep understanding of how marketers can embrace sustainability, avoid greenwashing, and build authentic connections with, especially, younger audiences. She explores what B Corp really means, how brands can shift from consumer focus to community impact, and why storytelling is key to driving meaningful change. Laura’s top 3 tips:1. Sustainability starts with long-term thinking2. Storytelling should focus on values, not just products3. Avoid greenwashing by collaborating with other teams, including legal-----------ResourcesRead about Greenwashing on the DMI blogWARC - Future of EffectivenessThe Good Life campaignUN Pact for the FutureAdGreenClimate Communications--------Timestamps0:00:51 – What Laura is working on now0:03:51 – The meaning and challenges of B Corp certification0:08:30 – Why youth and sustainability are deeply connected0:11:26 – Embedding sustainability without tokenism0:15:30 – Changing consumer expectations and community building0:22:45 – Creative global campaigns that make an impact0:31:54 – Using social media to promote long-term behavior change0:36:06 – Making climate storytelling specific and relatable0:40:53 – Where to start with sustainability in your business0:44:56 – How to measure effectiveness and real impact0:47:25 – The future of responsible consumption marketing0:50:26 – Laura’s career path into climate communications0:52:30 – Lessons learned from the front lines of sustainable marketing-----------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠website⁠⁠⁠, ⁠⁠⁠Apple Podcasts⁠⁠⁠, ⁠⁠⁠Spotify⁠⁠⁠, and ⁠⁠⁠YouTube⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠Join for free today⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

In this episode of the DMI podcast, host Will Francis⁠⁠ speaks with Elizabeth Greene, co-founder of Junglr, a specialist agency for Amazon advertising. As someone who works in a niche world of Amazon ads, Elizabeth breaks down how they actually function within the wider Amazon ecosystem, and provides insightful tactics on how to use them effectively for business growth on the platform.Elizabeth's top 3 tips:1. Focus on sponsored products2. Understand and master bid management3. Fit your products to the right relevancyTimestamps0:00:51 - What are Amazon Ads? 0:02:13 - Where do Amazon Ads Appear? 0:03:59 - How are Amazon Ads Unique? 0:10:24 - Order Velocity, Conversions, and Relevancy 0:13:38 - Trend Watching and Product Differentiation 0:23:48 - The Impact of TikTok Shop on Amazon 0:31:47 - The Perception of Amazon-Centric Businesses 0:38:04 - Scaling with Amazon Ads, with metrics like TACOS 0:43:48 - The Interplay of Ads and Organic Growth 0:49:25 - Consumer Behaviour and Search Specificity 0:55:54 - Top Three Tips for Amazon Advertising Beginners -----------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠website⁠⁠, ⁠⁠Apple Podcasts⁠⁠, ⁠⁠Spotify⁠⁠, and ⁠⁠YouTube⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠Join for free today⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

In this episode of the DMI podcast, host ⁠Will Francis⁠ sits down with Kineta Kelsall, founder of School of Social and LinkedIn trainer, to dive into the art of building genuine communities in social media. Kineta challenges the traditional notion of brand-centric marketing, emphasizing that true community is about creating spaces where like-minded people can connect authentically.She shares insights on how brands can move beyond follower counts to create meaningful connections, highlighting the importance of understanding audience needs, providing value, and letting community members take the lead. 0:01:08 - Defining true community in social media0:13:11 - Changes in social media community building over the past decade0:22:19 - Examples of successful community building (Cleats Club, Lululemon)0:32:52 - Top 5 tips for building a community"It's not that we want to connect, it's that we need to connect. We want to be understood." -----------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠website⁠, ⁠Apple Podcasts⁠, ⁠Spotify⁠, and ⁠YouTube⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠Join for free today⁠.If you enjoyed this episode, please leave a review so others can find us!

How can marketers use data effectively without getting completely lost in the numbers?In this episode of the DMI podcast, host Will Francis sits down with Eli Goodman, CEO and founder of Datos, a company specializing in clickstream data. They discuss how anonymous, large-scale data can help marketers better understand consumer behavior, how marketing attribution is evolving, and why nonlinear customer journeys are often misunderstood.Eli also shares his founder journey, from launching Datos during the pandemic to its acquisition by Semrush in 2023. Datos is also the provider of data to SparkToro, run by Rand Fishkin who came on the podcast during 2024.What you'll learn:What clickstream data is and why it matters for marketersThe biggest misconceptions about marketing attributionHow brands can measure the real impact of their contentWhy nonlinear consumer journeys challenge traditional analyticsHow data-driven marketers should think about AIThe key lessons Eli learned from growing and selling a startupEli also shares insights on the future of data privacy, why marketers should think beyond last-click attribution, and how AI is reshaping both creativity and analytics in marketing.00:06 – Introduction00:40 – What is Datos and how does it use clickstream data?03:08 – Understanding consumer behavior through anonymized data06:17 – The challenge of marketing attribution and nonlinear journeys10:36 – Why correlation matters as much as causation14:01 – The biggest surprises marketers discover in their data19:21 – Data vs. creative decision-making in marketing24:04 – AI’s impact on both data analysis and creative work35:54 – Eli’s founder journey and the early days of Datos41:23 – From startup to acquisition: Lessons in scaling a business45:41 – Advice for marketers: Using data effectively without over-relying on it49:55 – Where to find Eli online------------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our website, Apple Podcasts, Spotify, and YouTube.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! Join for free today.If you enjoyed this episode, please leave a review so others can find us!

The word "fractional" gets bandied around a lot these days. But what does it really mean, and how can a CMO be fractional?In this episode of the DMI podcast, host Will Francis sits down with Peter Murphy Lewis of StrategicPete.com and a successful fractional CMO. Peter shares his journey from launching a travel business in South America to becoming a data-driven marketing strategist for a wide range of industries, including software, finance, media, and even zoos. 🔹 What you’ll learn: What a Fractional CMO is and why the role is booming Who actually needs a CMO, and who doesn’t The biggest marketing mistakes Peter made and what he learned The most in-demand digital marketing skills for 2025 Why LinkedIn newsletters and automation are underrated goldmines How and why Peter builds high-performing remote teams using global talentPeter also talks about the power of vulnerability in leadership, his intern-to-MVP framework, and why he believes AI is an opportunity, not a threat.Check out Peter's documentary on YouTube - People Worth Caring About------------------------- 00:06 – Introduction 00:54 – What is a Fractional CMO? 04:38 – Does Every Business Need a CMO? 06:49 – Peter’s Background & Path to Becoming a Fractional CMO 09:18 – Performance-Based Marketing Contracts: Pros & Cons 12:36 – Biggest Early Career Mistakes & Lessons Learned 16:05 – How Digital Marketing Has Changed in 15 Years 18:26 – Leveraging Global Talent for Growth 21:06 – Peter’s Internship Model: Training Future Marketers 23:32 – The Importance of Soft Skills in Digital Marketing 27:09 – Coaching, Feedback, and the Power of Vulnerability 33:42 – The Most In-Demand Marketing Skills for 2025 36:09 – The Role of AI in Marketing 42:50 – The Top Marketing Trends for 2025 46:46 – Advice for Young Marketers & Entrepreneurs 49:25 – Where to Find Peter Online-------------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠.Check out the DMI's extensive digital marketing library of ebooks, toolkits, podcasts, webinars, guides, templates, advice, and more! ⁠⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠⁠.And if you enjoyed this episode please leave a review so others can find us!

In this second episode of our trends insights for 2025, host ⁠⁠Will Francis⁠⁠⁠⁠ introduces the ideas and tips brought to bear in the DMI's trends webinar held on December 2024. We talked to lots of other experts about their predictions for this year, and you can listen to them in Part 1 here. In this episode: Alison Battisby of Avocado Social discusses key social media trends, from Bluesky to EGC to customer collaboration. Clark Boyd of Novela considers the state of paid search and Performance Max and how we'll see a lot more of AI agents. Luke O'Leary of Neil Patel Digital look at AI search and content reveals research on attitudes to AI vs human-generated content. He also joins Will to answer questions on the fly during the webinar Q&A. ------------------------- Join Will in his 4-part live masterclass next month - the Social Media Playbook for 2025! Podcast listeners can avail of a discount with the code DMIPODQ2. Sign up here. ------------------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠. Check out the DMI's extensive digital marketing library of ebooks, toolkits, podcasts, webinars, guides, templates, advice, and more! ⁠⁠⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠⁠⁠. And if you enjoyed this episode please leave a review so others can find us! You can also drop us a line with topic or guest suggestions at podcast (at) digitalmarketinginstitute (dot) com.

New year = new predictions for the world of digital marketing! The DMI's podcast host ⁠Will Francis⁠⁠ talked to eight experts across digital marketing about what marketers can expect to see and what they should focus on during 2025. We have so many amazing insights to share, so we've broken this podcast into two episodes! Catch episode 2 here. ------------------------ Join Will in his 4-part live masterclass next month - the Social Media Playbook for 2025! Podcast listeners can avail of a discount with the code DMIPODQ2. Sign up ⁠here⁠. ------------------------- In this first episode, Will hears a range of thoughts of the opportunities and challenges coming up. Jim Lecinski, Professor of Marketing at Northwestern-Kellogg, sees AI shifting from productivity improvements to enabling transformative business growth, customer data platforms (CDPs) becoming more cloud-native and AI-powered, and marketers needing to prepare for Gen Alpha. -- Check out our ⁠January 22 webinar on Youth Marketing⁠. -- Nikki Lindgren, founder of agency Pennock, sees community engagement and alignment with brand values becoming crucial for beauty & lifestyle brands, increased use of machine learning-based marketing campaigns, and growth in fractional CMO/marketing director roles to support emerging brands. -- Listen to our full episode with Nikki Lindgren on DTC Marketing -- Brian Corish, founder of Elemental AI, isn't the only person to talk about the rise of AI agents that can autonomously execute marketing tasks and workflows . He also sees the need for marketers to develop more holistic, creative, and cross-functional skills to deal with the changing landscape. Fractional CMO and documentarian Peter Murphy Lewis sees LinkedIn organic content and newsletters as highly effective marketing tactics, the leveraging of LinkedIn automation tools to connect with prospects, and webinars remaining a powerful top-to-bottom of funnel marketing strategy. You'll hear more from Peter in an upcoming episode. Mischa McInerney, CMO of the DMI says soft skills are even more critical as AI becomes more pervasive, while companies need to upskill their workforce on AI adoption, and marketers prove the value and outcome of applying new efficiencies. ------------------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠. Check out the DMI's extensive digital marketing library of ebooks, toolkits, podcasts, webinars, guides, templates, advice, and more! ⁠⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠⁠. And if you enjoyed this episode please leave a review so others can find us! You can also drop us a line with topic or guest suggestions at podcast (at) digitalmarketinginstitute (dot) com.