Skip to main

How to Make Your Marketing More Accountable

Authors: Heidi Sullivan Bill Carmody
Posted Under: Influence Pros Podcast
About Influence Pros Podcast:

Influence Pros is the weekly show where professionals learn about case studies and success stories in the fast-growing world of influencer and advocate marketing. Hosted by Heidi Sullivan of Cision and Julianna Vorhaus of TapInfluence, the show chronicles how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement, and conversions. View all shows—including free downloadable resources—at

Bill Carmody, Founder and CEO of Trepoint, joins the Influence Pros Podcast to discuss the power of micro influence, bringing campaigns up to scale, and his mission to make marketing more accountable.

Bill Carmody_InstagramIs Your Marketing Being Held Accountable?

Well, it should be.
Bill Carmody, Founder and CEO of Trepoint, is passionate about his mission to make all marketing more accountable. He believes in engagement over number of followers and that scale in influencer marketing has changed the game. He particularly encourages marketers to never lose sight of their main goals to drive up sales and track ROI, even for influencer marketing.
Trepoint is a creative marketing agency committed to creating measurable and positive results that deliver on the key performance indicators established together with your brand. They focus on leveraging the power and passion of your communication channels to drive organic engagement and build a more connected customer journey. Bill is also a public speaker and columnist for Inc Magazine.

In This Episode

  • Why being able to scale up influencer marketing has changed the industry
  • How to make your marketing campaigns more accountable by properly tracking ROI
  • Why it’s really the engagement factor that leads to sales, not vanity metrics like followers or number of click-throughs
  • How to identify the proper influencer for your brand and maximize audience participation
  • Why being able to measure engagement has revolutionized influencer marketing


Quotes From This Episode

“Everybody wants to get their piece of the pie.” @BillCarmody
“I’m on a mission to make marketing more accountable.” @BillCarmody

“I think one of the reasons why over 70% of people who are doing social media campaigns can’t really measure the success of those campaigns is because the industry has trained marketers that the most important thing is impression and clicks. But really, that’s not true. As a marketer, if you’re not driving sales then you’re not doing your job. So, we’ve always looked at marketing accountability as working from the cash register backwards.” @BillCarmody

“Audience size is less critical to me than the level of engagement with that audience.” @BillCarmody
“The power of influencer marketing is micro influence.” @BillCarmody 
“You do not need to have celebrities to have specific successful influencer campaigns. You can have very powerful people with highly engaged audiences that are nowhere near being a celebrity, but they’re a subject matter expert. Therefore, they can have a real impact on driving your sales.” @BillCarmody



Would You Rather

Would you rather never leave the country, or leave the country and never come back?
If I had to choose, I would choose the latter. I would rather leave the country and never come back, especially if Trump gets elected. My rationale there is I love to travel. I’m a global traveler.
Would you rather only eat from Taco Bell, or from Kentucky Fried Chicken for a year?
Well, I would choose Taco Bell. Although, I think that’s one of those premises where like yeah…I would probably just opt to not eat if I had those as my only options and I would figure out ways to fast and survive. But the truth is I love Taco Bell.
Would you rather have a head the size of a small grapefruit, or as big as a watermelon?
Well, I don’t like the idea of having a big head. To me, that just sort of connotes egotism and sort of…I guess the size of a grapefruit, I would have to go with that because I would rather be a little more humble and would rather be less assuming.

Join the Social Pros LinkedIn Community

Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.

Follow Social Pros on LinkedIn

Subscribe to Social Pros Podcast

b2b influencer