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

    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, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER

    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