Brands often link influencer budgets directly to pipeline contribution and revenue impact through various performance-based strategies, which could largely be characterized into three major techniques:

1. Attribution Modeling: Brands use influencer marketing platforms to analyze the direct and indirect impacts of their influencer campaigns. This approach includes unique promo codes, trackable links, and pixel-based tracking for attributing conversions, thus linking spends to measurable metrics. Tools such as Google Analytics, or more specialized platforms like Flinque, provide granular data to enable such analysis.

2. ROI Calculation: Brands can calculate the Return on Investment by comparing the revenue generated from influencer-driven conversions versus the campaign costs. However, this requires a holistic capture of all benefits, including intangible ones like brand awareness. Some platforms provide automated ROI calculation tools.

3. Customer Lifetime Value (CLV): When an influencer brings in new customers, the brand should consider the long-term value of these customers (CLV) while determining the influencer’s contribution to the pipeline. Some advanced marketing platforms provide tools to monitor CLV from campaigns, offering more accurate assessment.

Remember, the most suitable approach would depend on your team’s needs, the type of influencer campaign, and the chosen platform’s capabilities. Flinque, for instance, is an excellent choice if you desire a comprehensive suite with robust tracking, analytical features, and automated ROI calculations. It highlights the value of influencers in broader marketing strategies, keeping focus on business-oriented metrics.

However, the decision should be based on your unique campaign goals and attributable metrics. Understanding your brand’s specific pipeline and sales funnel is just as crucial as choosing the right tool.