ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Search engines reign, but social has standing in Latin America

Article |
 Jul 14, 2025

Timing, targeting, and transformation: Inside Every Man Jack’s full-funnel strategy

Article |
 Jul 14, 2025

Why commerce media networks have grown so quickly

Article |
 Jul 14, 2025

CTAs lead the way in email engagement tactics

Article |
 Jul 11, 2025

SNAP cuts in Trump’s “big, beautiful bill” could shake up grocery

Article |
 Jul 11, 2025

Marketers stick with TikTok Shop despite its uncertain future

Article |
 Jul 11, 2025

Faster drug approvals are possible with global price concessions, FDA chief says

Article |
 Jul 11, 2025

T-Mobile extends Starlink to rivals, creating ad paths beyond cell towers

Article |
 Jul 11, 2025

Kraft Heinz plots breakup as CPG headwinds prove too strong to handle

Article |
 Jul 11, 2025

Save A Lot hones appeal to Hispanic customers with new format

Article |
 Jul 11, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

How CMOs Use Influencer Marketing to Build Trust and Drive Revenue

Leading With Confidence CMO Series

Report by Kelsey Voss  |  May 21, 2025
Download
Report
Share
Table of Contents
Executive Summary
What CMOs are doing to build credibility, scale programs, and measure success
Proving ROI is essential for credibility and continued investment
Authenticity starts with brand-creator alignment
Structure and ownership are key to scaling programs
Multichannel strategies amplify the value of creator content
AI streamlines workflows, but strategy still needs a human touch
Recommendations for brands and solution providers
EMARKETER Interviews
Sources
Media Gallery
About This Report
In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.
Topics
Senior & C-Level Executives
Marketing Tactics
United States
Table of Contents
Executive Summary
What CMOs are doing to build credibility, scale programs, and measure success
Proving ROI is essential for credibility and continued investment
Authenticity starts with brand-creator alignment
Structure and ownership are key to scaling programs
Multichannel strategies amplify the value of creator content
AI streamlines workflows, but strategy still needs a human touch
Recommendations for brands and solution providers
EMARKETER Interviews
Sources
Media Gallery

To understand how CMOs are transforming their influencer strategies, we interviewed marketing executives Sarah Crockett from DSW, Paul Deacon from Volition Beauty, Jessica Jensen from LinkedIn, Elizabeth Money from BÉIS, Isabel Romero from Metricool, Brit Starr from CreatorIQ, and Nick Tran from Farfetch. This report explores how brands are proving ROI, building strong relationships, scaling operations, and integrating AI—while working cross-functionally to meet C-suite expectations.

Key Question: How can CMOs turn influencer marketing into a measurable, scalable growth engine that earns executive-level buy-in?

US Influencer Marketing Spending Will Top $13 Billion by 2027 (billions in US influencer marketing spending and % change, 2023-2027)
E-Mail ChartDownload

Key Stat: Influencer marketing spending in the US is expected to surpass $13 billion by 2027.

This report can help you:

  • Develop media strategy and allocate budget for campaigns (brands)
  • Develop go-to-market strategy and showcase opportunities to customers (solution providers)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. What CMOs are doing to build credibility, scale programs, and measure success
    3. Proving ROI is essential for credibility and continued investment
    4. Authenticity starts with brand-creator alignment
    1. Structure and ownership are key to scaling programs
    2. Multichannel strategies amplify the value of creator content
    3. AI streamlines workflows, but strategy still needs a human touch
    4. Recommendations for brands and solution providers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Influencer Marketing Spending Will Top $13 Billion by 2027 (billions in US influencer marketing spending and % change, 2023-2027)Marketers Prioritize Reach, Engagement, and Conversions to Prove Influencer ROI, (% of US brand and agency enterprise marketers, Sep 2024)
    Engagement Rate Is the Top Factor for Marketers When Selecting Creators to Work With (% of brands decision-makers worldwide* who consider each factor when selecting a creator, Aug 2024)Measurement and Discovery Still Hinder Creator Program Maturity, (% of brand marketers worldwide who identified their roadblocks to creator marketing program success, Aug 2024)
    Marketers Extend Influencer Content Beyond Social as Websites and Email Gain Traction, (% of US brand and agency enterprise marketers, Sep 2024)Streamlining Workflow Is the Top Impact of AI Among Creators (% of creators and influencers in North America*, April 2025)

    Interviewed for This Report

    Sarah Crockett
    DSW
    CMO
    Interviewed March 14, 2025
    Paul Deacon
    Volition Beauty
    CMO and General Manager
    Interviewed March 27, 2025
    Jessica Jensen
    LinkedIn
    Chief Marketing and Strategy Officer
    Interviewed April 7, 2025
    Elizabeth Money
    BÉIS
    SVP, Brand and Creative
    Interviewed April 1, 2025
    Isabel Romero
    Metricool
    CMO
    Interviewed February 13, 2025
    Brit Starr
    CreatorIQ
    CMO
    Interviewed March 13, 2025
    Nick Tran
    Farfetch
    CMO
    Interviewed April 28, 2025

    authors

    Kelsey Voss

    Contributors

    Vladimir de Leon
    Chart Editor
    Jasmine Enberg
    Vice President and Principal Analyst
    Donte Gibson
    Senior Charts Editor
    Madan Kumar
    Copy Editor
    Heather Sprung
    Senior Editor
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+
    Schedule a Demo