For example, perhaps you plan to participate in a Twitter chat. Perhaps you could develop a content product and offer it to participants. Then, you could measure how many people downloaded the report or viewed the video from the chat–maybe even capture an email address to follow-up on, etc. Knowing you, I’m sure you already have a number of ideas circling on how exactly to achieve this funnel. For you, Hubspot would probably be a good model to help extract inspiration.