In this episode of '11 Minutes with Octane11', co-hosts Dan Rosenberg and Stephany Lang dive into the complexities of B2B marketing measurement with guest Christie Johansen-Pinney. They discuss the challenges of long sales cycles, multi-faceted attribution, and the disconnect between marketing and sales teams. Tune in for insights on improving data alignment, account-based insights, and effective measurement strategies to enhance your B2B marketing efforts.

00:33 Focus on ABM Reporting

01:38 Welcome Christie Johansen-Pinney

01:46 Complexity of B2B Measurement

04:05 Tools and Techniques

09:22 Evaluating Channel Performance

14:08 Advice for B2B Marketers

15:11 Conclusion and Wrap-Up

In this episode of '11 minutes with Octane11' Dan Rosenberg and Stephany Lang delve into the complexities of ABM reporting with guest Lynn Tornabene, CMO of Anteriad. They discuss measurement challenges in B2B marketing, Lynn's insights from her career, and practical strategies for integrating and optimizing marketing data. The episode touches on technology, metrics, and an anecdote about a company with a dashboard featuring 50 metrics and how this overabundance of data can obscure a clear understanding of the customer journey and investment effectiveness.

01:32 Guest Introduction: Lynn Tornabene

02:07 Anteriad's Unique Approach

03:59 Measuring Success in B2B Marketing

05:06 Insights on Marketing Lift

05:51 Challenges in Data Integration

08:39 Lynn's Experience at Oracle

10:35 Key KPIs for B2B Marketing

12:09 Magic Wand for Improving Marketing

In this episode of '11 Minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang discuss the challenges of B2B marketing measurement and ABM reporting with Paul Knegten, a veteran CMO. They explore why B2B measurement is more complicated than it should be and the importance of personalized, non-automated approaches in effective marketing strategies. This episode offers concrete insights and real-world examples from Paul's extensive experience.

00:33 Season Focus: ABM Reporting

01:24 Guest Introduction: Paul Knegten

02:02 Challenges in B2B Marketing

02:35 Comparing B2B and B2C Marketing

03:38 Simplifying Marketing Processes

04:50 The Role of Data in Marketing

08:14 Critique of Marketing Automation

14:16 Personalized Marketing Strategies

16:58 Conclusion and Future Episodes