What are the special considerations to measuring influence marketing in the B2B world? The ultimate measurement is sales. It doesn’t matter if you’re running a marketing campaign or an ad campaign or an influencer campaign, it has to move the needle. Now, how do you measure the effectiveness of that? It’s very hard to look at how an influencer writing a blog post sells more stuff. So, as I said before, we need to look in some way to the affiliate model, so you know that their action can be tied back to an action in the marketing automation system. Measurement becomes harder and harder to determine based on the size or the scale of the product and the long lead times and the complexity of the buyer journey in B2B. And we can’t dismiss the importance of awareness. You can reach a lot of people quickly with great content, a viral video, and an engaged audience. But I come back to, have you sold more widgets? We have to value these activities like we would measure other activities of the firm. We can’t merely settle for mentions or followers. - www.businessesgrow.com