# Welcome to our Influencer Marketing Field Guide

## We've brought together the best minds in influencer marketing to share their best tactics and insights.

### Influencers:
- **Catalina Leyva** - Director of Retention and Social Commerce, MaryRuth's
- **Lindsey Gamble** - Creator Economy Expert
- **Cristina Vintimilla** - Sr. Influencer Marketing Manager, Nécessaire
- **Lissa Regets** - Fractional CMO, ideaBOX Consulting
- **Milan Freeman** - Influencer Marketing Expert & Strategist, People's Influence
- **Oliver Silzer** - Partnerships and Business Development, TikTok Shop
- **Molly O'Bryen** - Sr. Director of TikTok Shop, Flywheel
- **Delaney Henson** - Head of Social & Influencer Marketing, Oura
- **Molly Savage** - Director of Marketing, BOBABAM
- **Pontus Karlsson** - Product, Superfiliate
- **Ryan Waranauskas** - Head of Paid Media, Catch
- **Brenda Daniel** - Growth Partnerships, Caraway
- **Molly Cole** - Influencer Marketing Strategies + Partnerships, Epic Gardening
- **Kendall Dickieson** - Head of Creator Partnerships, Graza
- **Ali Appelbaum** - Influencer Marketing Leader, formerly Tonal
- **Ashley Brock** - Founder, Digital Marketing Academy
- **Dan Albert** - Co-Founder & Partner, 456 Growth
- **Micah Whitehead** - Co-founder and CMO, ZeroTo1
- **Lily Comba** - Co-Founder & CEO, Superbloom
- **Brittany Barnes** - Senior Marketing Manager, Clearstem
- **Kristen Althoff** - Senior Director of Influencers and Socials, MaryRuth's
- **Liv Soibelman** - Head of Ecommerce, Blueprint
- **Bryan Johnson** - Lauren Maxwell - Director of Influencer Marketing, Dreamland Baby
- **Michael Newton** - Influencer Marketing Strategist, formerly Discord
- **Rebecca Beach** - Influencer Marketing and Creator Relationship Manager
- **Anders Bill** - Co-Founder, Superfiliate
- **Jonathan Claydon** - Chief Development Officer, Acceleration Partners
- **Colleen Pereos** - Director of Influencer Marketing and Brand Partnerships, CLEARSTEM Skincare
- **Sachin Bhargava** - Senior Director, Digital Product & Ecommerce, John Hardy
- **Dani Murphy** - Influencer and Partnerships Manager, MUD\WTR
- **Korina Sanchez** - Performance Driven Partnerships & Growth Marketing, Chomps
- **Maurice Rahmey** - Founder & CEO, Disruptive Digital
- **Amanda Young** - Senior TikTok Shop Strategist, ZeroTo1
- **Amber Kai** - CEO, Sequincial
- **Lydia Lee** - CEO, The Clout
- **Jonathan Snow** - Co-founder, Avenue Z
- **Sarah Crow** - Manager of Creator Success, Superfiliate

## Influencer Marketers from:

## Main Themes
### Foundations
What you need to know to start a program on stable ground.  
- [The Role of Creator Programs in Your Marketing Strategy](https://superfiliate.com/field-guide/chapter/influencer-marketing-d2c-brands-funnel-guide) — 14min  
- [Types of Creator Partnerships](https://superfiliate.com/field-guide/chapter/creator-partnerships-influencer-marketing) — 24min

### Sourcing & Vetting
Finding talented influencers that align with your brand is essential to grow your program.  
- [Instagram - Sourcing](https://superfiliate.com/field-guide/chapter/instagram-creator-sourcing-guide) — 17min  
- [YouTube - Sourcing](https://superfiliate.com/field-guide/chapter/sourcing-youtube-creators-influencer-marketing-guide) — 22min  
- [TikTok - Sourcing](https://superfiliate.com/field-guide/chapter/guide-to-sourcing-tiktok-creators) — 15min

### What to Book
How to negotiate the best deal  
- [What to Book on Instagram](https://superfiliate.com/field-guide/chapter/instagram-campaign-booking-guide)  
- [How to and How Not to Negotiate](https://superfiliate.com/field-guide/chapter/influencer-negotiation-best-practices)

### Measuring
To run and scale a influencer program, you need to set the right goals—and have the right metrics and reporting to measure them.
- [CPA, CPM, ROAS - What Metrics Should Your Program Track?](https://superfiliate.com/field-guide/chapter/tracking-influencer-campaign-success)
- [Reporting & Analysis Best Practices](https://superfiliate.com/field-guide/chapter/influencer-campaign-reporting-best-practices)

### TikTok Shop Edition
What does it take to succeed at social commerce?  
- [TikTok Shop: A Complete Guide to Customer Acquisition](https://superfiliate.com/field-guide/chapter/tiktok-shop-creator-sourcing-guide)  
- [Sourcing TikTok Shop Creators: A Complete Strategy Guide](https://superfiliate.com/field-guide/chapter/tiktok-shop-acquisition-channel-guide)

## From leaders in influencer marketing
### Meet your mentors
- **Ali Appelbaum** - Influencer Marketing Leader, formerly Tonal
- **Amanda Young** - Senior TikTok Shop Strategist, ZeroTo1
- **Amber Kai** - CEO, Sequincial

### Quotes
> “I find that people get lost in the tactic, which is influencer marketing and social media marketing. **That's not a goal. It's just a tactic to achieve a larger goal.**”  
> — **Lydia Lee**, CEO at For the Clout

> “You want to do what's working, tried and true, but at the same time, **always keep testing**.”  
> — **Ryan Waranauskas**, Founder of Volt Agency

> “While influencer marketer campaigns can be a one-off, **you really want to build those relationships to a point where creators are essentially extension of your brand**.”  
> — **Molly Savage**, Growth Marketing Leader at Bobabam

> “When you're trying to report the success of the entire program to C-level execs, the board, or investors, **what does that look like?**”  
> — **Korina Sanchez**, Performance Marketing at Chomps

## Want to dive into the Influencer Marketing world?  
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