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

In this episode of '11 minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang talk with LinkedIn’s Sanjay Vasudev, a digital advertising and marketing expert with over 20 years of experience. They discuss challenges and solutions in B2B marketing, the role of data-driven approaches and AI in targeting, sales and marketing alignment, as well as Octane11’s recent LinkedIn integration. Sanjay also shares a recent personal win and LinkedIn’s Measurement Maturity Index.

00:32 Guest Introduction: Sanjay Vasudev

01:39 Sanjay's Career Journey

03:56 Challenges in B2B Marketing

07:05 Top Tips and Tools for ABM

11:26 Personal Insights and Wins

12:24 LinkedIn’s Measurement Maturity Index

14:21 Conclusion and Key Takeaways

In this 16th episode of '11 Minutes with Octane11,' Dan Rosenberg and Stephany Lang sit down with Emilie Lee, a B2B analytics expert from Just Global. Emilie shares her journey, insights on B2B marketing challenges, AI's impact, and her passion for fighting Alzheimer's. Tune in for strategies on brand building, overcoming industry norms, and the importance of comprehensive roadmaps.

00:31 Guest Introduction: Emily Lee

00:56 Emily's Career Journey

01:46 AI Implementation at JustGlobal

02:16 Challenges in B2B Marketing

03:28 Effective Tools and Tactics

05:09 Common Mistakes in B2B Marketing

06:36 Wish for a B2B Marketing Tool

07:34 Recent Wins and Personal Passions

08:59 Frameworks for Decision Making

11:17 Conclusion and Key Takeaways

Related Links:

- Just Global https://justglobal.com/

- Alzheimer's Association (Illinois Chapter) https://www.alz.org/illinois
- Donate to Emilie’s Walk to End Alzheimer’s: https://act.alz.org/site/TR/Walk2024/IL-Illinois?px=12219811&pg=personal&fr_id=17588

In this episode hosts Dan Rosenberg and Stephanie Lang chat with Jeremy Kagan, digital marketing expert and adjunct professor at Columbia Business School. Kagan discusses cutting through the noise in B2B marketing, the role of AI, price transparency, and more. Tune in for actionable insights and real-life examples on innovative B2B marketing strategies.

00:31 Guest Introduction: Jeremy Kagan

00:53 Jeremy's Journey and Current Work

02:44 Biggest Challenges in B2B Marketing

03:19 Cutting Through the Noise

04:06 Innovative Tools and Campaigns

05:48 Common Mistakes in B2B Marketing

06:52 Wishes for B2B Marketing Tools

09:30 Recent Wins and Personal Highlights

11:14 Frameworks and Mindsets for Success

13:32 Podcast Recap and Closing Remarks

Related Links

> Textbook Ventures: https://www.textbook.vc/

> GOCharlie.ai: marketing, social media and e-commerce focused generative AI (https://gocharlie.ai/)

> Branchlab: cookieless ID for CTV health care advertisers (https://branchlab.com/)

> SWYM.ai: Stop Wasting Your Money - AI for media bidding and buying (https://www.swym.ai/)

> Textbook: Digital Marketing: Strategy & Tactics - 3rd Edition (https://wessexlearning.com/products/digital-marketing-strategy-tactics-jeremy-kagan-3rd-ed)
> The IIHS Safe Vehicles for Teens Buying Guide: https://www.iihs.org/ratings/safe-vehicles-for-teens

> NYC Founder First VC Awards: https://www.forumvc.com/blog-posts/list-of-the-top-nyc-founder-first-investors

In this episode hosts Dan Rosenberg and TJ Perrin talk with Brandon Rhoten, CMO at GroundTruth. Rhoten shares his journey across B2B and B2C marketing, the biggest challenges in the B2B space, and effective campaigns, tools, and strategies. They dive into the importance of creative impact, integrating marketing tools, and making decisions driven by core problems and keeping sight of the big idea.

00:32 Guest Introduction: Brandon Rhoten

01:01 Brandon's Journey in Marketing

02:13 Challenges in B2B Marketing

03:00 Successful Campaigns and Tools

04:28 Common Mistakes in B2B Marketing

06:34 Some Wins in Marketing and Life

08:09 Effective Frameworks and Processes

11:09 Recap and Closing Remarks

In this episode hosts Dan Rosenberg and Nika Sokolova interview Terrence Richardson, Head of Marketing at Derivative Path. They discuss the unique challenges of B2B marketing, particularly in the finance and fintech sectors, and explore effective tools, strategies, and frameworks such as advanced measurement, AI, and the 3 Cs framework.

00:31 Guest Introduction: Terrence Richardson

01:01 Terrence's Background in B2B Marketing

01:51 Biggest Challenges in B2B Marketing

02:46 Effective Tools and Tactics

04:32 Common Mistakes in B2B Marketing

06:37 Recent Wins and Success Stories

07:40 Frameworks for Decision Making

09:27 Conclusion and Key Takeaways