Influencer marketing sounds like a great opportunity: forging partnerships with media personalities that have large captive audiences. This can be effective to building awareness, driving sales, and creating a strong brand.

But Paul Benigeri believes that there may be shortcomings to this model--costly, time-consuming, and uncertain ROI.

Paul is Co-Founder & CEO of Archive, helping brands create a bespoke network of influencers.

Previously, Paul was VP of Growth & Engineering at H.V.M.N. a nutritional supplements brand supporting a ketogenic diet.

Some fascinating points we discussed:

- Why nano-influencers should be the focus for ecommerce brands

- Paul’s process for building the H.V.M.N. blog from nothing to 250k monthly organic visitors

- How Paul systematically used customer data to personalize the on site experience, which lead to increases of 2,000% in opt ins