B2B Influencer Insights with Wix’s Sarah Adam

I’ve been at Wix for five years, starting with partnerships. My initial role focused on web developers when Wix launched a platform allowing code integration. This was a significant shift. Wix hadn’t previously targeted this group in a big way.

It was challenging because professional web developers saw Wix as a tool for small businesses or DIY users, not for their serious work. We had to flip that perception. We showed them how this platform could handle their needs with real flexibility and power. It took a lot of convincing and hands-on effort. Seeing those relationships take root was worth it and laid the groundwork for what we do now.

After a couple of years, my role changed. For the past three years out of the five, I’ve been leading influencer marketing for Wix’s B2B solutions. The main focus is Wix Studio. It’s designed for agencies, freelancers, and enterprises. Anyone building websites at scale who needs a platform with advanced design and development capabilities, far beyond the classic Wix editor meant for anyone creating a site for any reason. Our B2B solutions are more sophisticated, tailored to specific use cases, including enterprise needs.

I lead a team of six. We’ve grown over time. It started with just me, then I added one team member, then two, then three, scaling as our work expanded. We manage partnerships and influencer marketing, covering brand partnerships, marketing collaborations, and podcast sponsorships. A huge part of our job is working with influencers across the main social media platforms. 

Before Wix, I spent five years at a martech company. I handled field marketing, running all the events. Over three years, I organized close to a hundred events. It was intense. Events were our primary lead generation engine, targeting Fortune 500 clients with serious online presence. Think banking sites and e-commerce stores. We had a lean marketing team of about 20 in a 300-person company, so I was on my own for that, working nonstop.

It burnt me out completely. After those three years, I was done. I swore I’d never do field marketing events again because the stress was unbearable. That pushed me toward partnerships instead. Toward the end at Clicktale, I worked closely with our US-based VP of sales. He was great at networking and knew VP marketing and sales teams at companies we integrated with. Tech partners were chasing the same audience but not competing over budgets. He suggested hosting joint events with them. That’s how I got into partnerships. It started with events and grew into online collaborations and social media sharing. When I moved to Wix, I expanded on that foundation.

I’m originally from the UK and now based in Tel Aviv, working from the office. I have three kids. Once you have kids, you value time so much more: you learn to prioritize, to ignore what’s not important, and focus on what is. That’s shaped how I approach my work at Wix, keeping my eye on what drives results.

Working with influencers is my favorite part at Wix. The team enjoys it too. We’re fortunate that our marketing management has always valued influencers. I’ve never had to convince them of its importance. When we start a campaign, whether it’s a new brief or seeking fresh talent, authenticity is our top priority. Around 80% of our success hinges on picking the right people.

Choosing influencers, whether for a one-off campaign or a long-term partnership, is something we take seriously. We invest significant time and effort into the process. It can take days per campaign. We evaluate many metrics and aspects. Quantitative data includes number of followers, average views, and engagement rate. Qualitative factors matter too. Content quality, the influencer’s professionalism, and, most importantly, authenticity. A great Wix content partner ticks all these boxes. To be honest, that’s not easy to find, even with social media flooded with creators of all styles and sizes. When we do find the right fit, it feels awesome. We hope the influencers feel the same about working with us.

We look for influencers who complement Wix Studio without sounding like the brand. We dive into platforms like Instagram and YouTube, checking their style, who they connect with, and their engagement. It’s not enough to like one video. We need to see consistent quality across their work, video after video, to know they’ll produce something we’ll value.

Balancing creativity and brand goals starts with avoiding friction. I enjoy the challenge of finding the balance between what we need as a brand and the influencers’ need to stay true to themselves, their followers, and their style. Diversity among influencers keeps campaigns interesting. It’s the spice that prevents every deliverable from looking the same. I don’t want that uniformity, but I also don’t want anything too extreme. It’s a balance. Being open-minded from the beginning, when searching for the right influencers, is critical. That mindset develops over time into a hunch about what works for us.

We face this challenge all the time, like many brands do. The beauty of influencer marketing is working with different types of influencers, loved by varied audiences, to deliver our brand message in their unique voice. Their authenticity is why we choose them. But we also need our brand message and values to align and strengthen Wix. To manage this, we invest heavily in the selection process. We define a clear brief with goals and brand guidelines. We provide concise feedback on their content. Our briefs outline objectives: views, engagement, or conversions. And set boundaries, giving influencers creative freedom within those limits. For Wix Studio’s complex features, we review content to ensure it’s advanced enough, offering brief feedback only on critical brand or product points to keep their voice intact.

I prefer long-term partnerships over one-offs because they offer far more value for everyone. One-off campaigns are fine. You release a new feature, work with a few influencers, make a buzz, but then it’s over. The real value comes from long-term partnerships. On YouTube, videos from a year or two ago still perform strongly. It’s a long-term investment. Yes, it costs more upfront, but the payoff lasts for months.

Finding influencers for a long term partnership isn’t simple. It needs to be a good match for both sides, ticking many boxes. When we finish a first partnership, and the team loves working with them and the content performs well, we lock them in for longer. There’s so much invested. In martech, influencers face a learning curve with Wix Studio. A tool they may have never used before. They need to create high-standard content. Paying for one video, with all that effort on both sides, doesn’t make sense. It’s not fair. They might spend a week prepping for a single reel. Time is money. With repeated collaborations, they get familiar with the product, understand our guidelines, and know what we like. It becomes quicker and easier. They gain stability, even picking up leads from followers, like web design clients. They become natural advocates.

With a complete product like Wix Studio, we have a pool of briefs to highlight different unique selling points (USPs). We match influencers to briefs based on their content style and target audience, ensuring they connect with the brief and get excited about it. If they’re not comfortable, we move to another until it fits. Each brief serves a purpose. Some spotlight new features, others focus on evergreen strengths. This lets us showcase varied USPs through different influencers effectively.

We work with influencers across all major social media platforms. Instagram is great for visuals that grab attention fast. TikTok delivers quick, creative hits to a wide audience. YouTube allows deep dives, like tutorials on Wix Studio’s multi-site tools. LinkedIn targets our B2B audience. 

LinkedIn joined our lineup in 2024, and it’s been pivotal for B2B. It’s surprising we didn’t use it sooner. It’s so relevant for our audience, such as agencies, freelancers, enterprises. Since its video feed launched in 2024, engagement has surged. Influencers charge more due to the effort, reflecting its growing demand. We’re testing extensively to scale its impact, and it’s reshaping our strategy.

What’s unique is its precision. We used to do something with nano-influencers for instance. Those with around 7,000 followers but high engagement due to their niche focus. Paid boosts amplify their reach, targeting specific industries or roles accurately. Focusing on LinkedIn is an obvious choice for B2B influencer marketing, though channels like YouTube and Instagram work well for both B2B and B2C.

Measuring B2B influencer marketing is tough. At Wix, we view it as a key brand awareness play. We prioritize top-funnel metrics: impressions, likes, comments, shares, and comment sentiment. We use tools to gather public data across platforms. For deeper insights, we ask influencers for their stats.

Challenges stem from long cycles and varied goals. Some companies target conversions or leads, we focus on reach and perception and track trends over months. Because YouTube videos from months ago can still deliver. It requires patience and realistic KPIs. These metrics inform future strategies and partnerships. We strive for the best content per brief, balancing variety, authenticity, and brand alignment.

B2B influencer marketing is critical for raising brand awareness of Wix Studio as the top end-to-end web creation platform for agencies, freelancers, and enterprises. We apply similar methods as in B2C: selection, briefs, feedback, but with nuances. Briefs are more complex due to Wix Studio’s advanced features. The content feedback process is vital to ensure accuracy. Relevant platforms shift, with LinkedIn standing out for B2B effectiveness alongside YouTube and Instagram.

In 2025, LinkedIn video is a major trend. Since its 2024 debut, more influencers are creating videos, driving higher costs due to the effort involved. This reflects its growing B2B role. Another one is algorithm shifts, like Instagram’s reel dominance. Working with such a rapidly evolving landscape requires agility: the industry keeps evolving, new features, viral trends, and platform updates mean we must stay alert for opportunities.

These trends pose challenges. LinkedIn’s video cost increases pressures budgets. You balance cost and reach constantly. Finding niche influencers is tough: it can take days of manual platform searches to find pros who can deliver at the level you need, consistently. 

Scaling while keeping authenticity is one hurdle. Diversity keeps campaigns varied, but it’s hard to manage as we grow. We stay part of the community, following influencers and leaders, catching trends from the bottom up. Not all trends suit our goals, so filtering what’s relevant is critical.

We stay ahead by living in the social media space. Following influencers, community leaders, and trends as they bubble up. Filtering what’s relevant to our audience and goals is key. 

Looking forward, we’re exploring innovations as the industry shifts. Tools and technologies are improving how we discover influencers, craft briefs, manage workflows. The options out there are mind-blowing. AI is pushing workflows and content forward for both influencers and marketers. It’s an exciting time! We can’t wait to see how these changes will shape our influencer work at Wix.

I’ve learned from every manager I have had, who were mostly women. But one lesson stands out: be active, not reactive. Define one to three must-do tasks daily and tackle them before emails. My three kids reinforced this. Time matters, so I prioritize what’s urgent.