How does Bill Carmody's approach to influencer marketing redefine ROI in digital advertising?

Bill Carmody treats influencer marketing as a performance channel, not a “branding” expense. Instead of paying for impressions like banner ads or generic programmatic media, the focus shifts to measurable business outcomes: leads, sales, and long-term customer value.

Influencers are selected for audience fit, trust, and content quality, then tied to clear tracking (unique links, codes, pixels). Budget moves away from low-ROI impressions toward creators who can demonstrably drive conversions and revenue, so ROI is calculated on real results, not vanity metrics such as likes or views.

What kind of business or offer are you thinking about using influencer marketing for?