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:

1. Prioritize ideas over everything
2. Don't fuss over the details like hashtags or captions
3. Keep experimenting with formats

Ben's top 3 tips for marketers:

1. Match the content with your product, not just your audience
2. Build great affiliate programs
3. Use creators for unique insights and strategy

Timestamps:

• 03:00 – What Ben learned about value and CPM from Twitch and healthcare display ads
• 06:30 – Starting content creation and streaming on Twitch
• 08:45 – Discoverability struggles on Twitch and why TikTok became his growth engine
• 11:00 – How monetization culture differs across Twitch and TikTok
• 14:10 – Creator fatigue and why streaming isn't sustainable for most
• 16:30 – Pivoting to TikTok tutorials: from opinion to practical value
• 20:15 – High vs. low production content and platform fit
• 28:00 – Creator vs. influencer: defining the roles
• 30:00 – Making a living: how brand deals, pricing, and scheduling actually work
• 38:15 – What marketers should understand when working with creators
• 41:30 – Why paid media should back creator content
• 46:00 – Smart strategies for gifting vs. paid partnerships
• 51:00 – Ranking platforms: TikTok, Instagram, YouTube, LinkedIn
• 58:30 – Tailoring content by platform for trust and reach
• 1:05:00 – Top 3 tips for aspiring creators and top 3 tips for marketers working with them

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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:

1. Pick influencers for their professional relevance, not follower count
2. Focus on organic discovery over so-called influencer tools
3. Invest in long-term relationships, not just one-off campaigns

Timestamps:

• 00:00 – Introduction to Sarah Adam and her role at Wix

  02:27 – What is Wix Studio and how it differs from classic Wix

  04:10 – The branding challenge: shifting from B2C to B2B

  07:21 – Why influencer marketing is a long-term game

  08:36 – Metrics that matter: brand awareness vs. acquisition

  10:24 – Choosing the right platforms based on marketing goals

  13:00 – How to budget and benchmark for influencer campaigns

  18:14 – Finding the right influencers: tools vs. organic discovery

  22:28 – The rise of B2B influencer marketing on LinkedIn

  29:40 – Platform breakdown: what each one does best

  35:51 – Reposting and ad usage of influencer content

  40:49 – Advice for aspiring full-time creators

  47:11 – Sarah’s career journey and advice to her younger self

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  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:

1. Focus on People-First GTM built around relationships, storytelling, and partnerships.

2. Build an owned audience through value-led content and free tools, not just blog posts.

3. Prioritize network leverage over channels: think people, places, and brands as your new marketing reach.

Timestamps

0:00:25 – What is People-First Go-To-Market (GTM)?
0:03:02 – Common challenges: Positioning and Ideal Customer Profiles
0:06:54 – The importance of ecosystems and partnerships
0:09:47 – Distribution leverage and marketing in noisy environments
0:12:31 – Channels vs. Networks: A mindset shift
0:18:24 – The role of AI in GTM strategy and marketing careers0:23:56 – Why build a community? The power of owned audiences
0:27:58 – Using free tools to deliver value and collect data0:34:00 – Real-world client scenarios and solutions Tack provides
0:36:38 – The over-reliance on paid media and what to do instead
0:41:23 – What product metrics reveal about GTM effectiveness
0:42:27 – Mark’s GTM checklist: ICPs, messaging, networks
0:45:45 – 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 thinking

2. Storytelling should focus on values, not just products

3. Avoid greenwashing by collaborating with other teams, including legal

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Resources

• Read about Greenwashing on the DMI blog
• WARC - Future of Effectiveness
• The Good Life campaign
• UN Pact for the Future
• AdGreen
• Climate Communications

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Timestamps

0:00:51 – What Laura is working on now

0:03:51 – The meaning and challenges of B Corp certification

0:08:30 – Why youth and sustainability are deeply connected

0:11:26 – Embedding sustainability without tokenism

0:15:30 – Changing consumer expectations and community building

0:22:45 – Creative global campaigns that make an impact

0:31:54 – Using social media to promote long-term behavior change

0:36:06 – Making climate storytelling specific and relatable

0:40:53 – Where to start with sustainability in your business

0:44:56 – How to measure effectiveness and real impact

0:47:25 – The future of responsible consumption marketing

0:50:26 – Laura’s career path into climate communications

0:52:30 – Lessons learned from the front lines of sustainable marketing

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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 products

2. Understand and master bid management

3. Fit your products to the right relevancy

Timestamps

0:00:51 - 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

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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 media

0:13:11 - Changes in social media community building over the past decade

0:22:19 - 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."

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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 marketers
• The biggest misconceptions about marketing attribution
• How brands can measure the real impact of their content
• Why nonlinear consumer journeys challenge traditional analytics
• How data-driven marketers should think about AI
• The key lessons Eli learned from growing and selling a startup

Eli 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 – Introduction
00:40 – What is Datos and how does it use clickstream data?
03:08 – Understanding consumer behavior through anonymized data
06:17 – The challenge of marketing attribution and nonlinear journeys
10:36 – Why correlation matters as much as causation
14:01 – The biggest surprises marketers discover in their data
19:21 – Data vs. creative decision-making in marketing
24:04 – AI’s impact on both data analysis and creative work
35:54 – Eli’s founder journey and the early days of Datos
41:23 – From startup to acquisition: Lessons in scaling a business
45:41 – Advice for marketers: Using data effectively without over-relying on it
49:55 – Where to find Eli online

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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 talent

Peter 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

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• 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

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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!