The influencer marketing industry continues to struggle with a fundamental flaw: the over-reliance on vanity metrics. Since the early days of social media, I’ve voiced concerns that most influencer platforms don’t truly measure influence. They measure audience size, reach, or follower counts—metrics that may correlate with influence but certainly don’t guarantee it.
What is often overlooked is the critical but less visible role of the connector—someone whose value lies not in directly influencing purchases, but in creating the relationships that drive awareness, consideration, and business outcomes. Failing to recognize this distinction can lead to missed opportunities and misplaced investments.
The Nature of My Network
I have an extensive network. It’s so large that it’s often difficult to maintain consistent engagement. As time passes, people and companies come and go out of my focus. Sometimes we reconnect deliberately when I need their expertise; other times, a conference or event brings us back together.
While I do occasionally influence buying decisions directly, the truth is that this is relatively rare. Some clients trust me implicitly and follow my recommendations without question. Others have quietly taken action based on content I’ve shared, without ever reaching out. And then some people have benefited from my influence without me knowing at all—until they mention it later, or until a vendor thanks me for the exposure. The feedback loop is inconsistent at best.
The Real Value: Making Connections
More often than influencing a purchase decision, I serve as a connector. Just yesterday, I introduced a marketing platform to a trusted expert in paid social who I believe is a perfect fit. I know the platform, I trust the influencer, and I understand the landscape well enough to bring the right people together. That introduction will likely lead to new opportunities and, eventually, new revenue. But there’s no way to track that back to me through standard attribution methods.
So am I an influencer, or a connector? While I influence specific contexts, I consider myself first and foremost a connector. I am familiar with the tools, the people, and the strategies. My value lies in connecting decision-makers with trusted resources who can help them move forward with confidence.
What Influencer Platforms Miss
The real challenge is that there’s no formal recognition of connectors in influencer databases or marketing attribution systems. That’s a problem, because connectors can drive tremendous downstream value, even if they’re not the ones directly making the sale.
For example, I once made a connection that led to the acquisition of a company. I’ve also played a role in over a billion dollars of investment and M&A activity in the Martech space. Dozens of times, I’ve helped clients evaluate and select vendors, shaping hundreds of millions in marketing spend. But unless someone is watching closely, that impact goes unrecognized and uncredited.
I’m not sharing this to boast. In many of these situations, I was just one part of a much larger team. But I’ve been doing this work for decades, and I’ve built deep expertise and trust along the way. I’m not an influencer in the conventional sense. I’m a connector. And connectors matter.
Mistaking Connectors for Influencers
Here’s where businesses get it wrong. They confuse visibility with influence, and they confuse influence with conversion. That results in two significant challenges:
Influencers may be connectors: Brands often hire people like me based on large networks or perceived micro-influence within a niche. But sometimes those people don’t directly influence purchases—they make powerful introductions instead. Companies expect immediate results in sales or engagement metrics, and when that doesn’t happen, they become disillusioned. It’s not that the individual had no value—it’s that the value was misunderstood from the start.
Connectors drive value, but attribution is elusive: If I introduce your company to someone who later becomes an effective advocate or partner, I play a key part in that story. But because I’m not directly involved in the campaign, the value of that introduction is never formally captured. As a result, connectors often struggle to monetize their contributions, even when they’ve sparked relationships that drive long-term growth.
The Monetization Dilemma
As someone who has invested years in understanding this industry and nurturing a strong network, I often struggle with how to monetize my role as a connector. Some clients only recognize the value after working with me over time, once they see the outcomes for themselves. Others expect instant ROI and walk away when the results don’t materialize on a spreadsheet.
I try to set expectations clearly: I’m not here to sell your product to my audience. My greatest strength is making the introduction, based on trust, timing, and strategic alignment. When that value is recognized, it leads to incredible outcomes. When it’s not, it can feel like a missed opportunity for everyone involved.
Takeaways
Understand the difference: Influencers convert audiences. Connectors open doors. Both are valuable, but their impact plays out differently. Don’t treat a connector like a performance marketer—they’re more like a strategic partner.
Look beyond the numbers: A large network doesn’t always mean high influence, and a small network doesn’t mean low impact. Assess someone’s ability to facilitate introductions and open relationships, not just generate clicks.
Build long-term relationships: You may not see immediate results from working with a connector. But if they’re respected, knowledgeable, and trusted within your industry, the relationships they spark can yield high-value returns over time.
Acknowledge indirect impact: If someone introduces you to an advisor, investor, or buyer, don’t forget who helped initiate that journey. Even if the attribution isn’t captured in your CRM, the value is real.
Support and engage consistently: The more you invest in the relationship with a connector, the more likely they are to think of you when opportunities arise. You’re not just paying for access to an audience—you’re tapping into a web of trusted relationships that can’t be replicated through ads or cold outreach.
In today’s complex marketing landscape, understanding who moves the needle—and how—is more critical than ever. Don’t overlook connectors. They might be the reason your next big deal crosses the finish line.
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Originally Published on Martech Zone: Rethinking Influence in the Age of Connection