Patrick Ward is the VP of Marketing at Rootstrap, a custom software development agency and the tech team behind MasterClass. Patrick and Brett examine the differences between B2B and B2C influencer marketing and how to execute it the right way. Play to your team's strengths, focus on consistency rather than going viral, and engage with existing audiences, according to Patrick. Although measuring marketing efforts and influence is difficult, implementing B2B influencer marketing correctly can help your company expand.