Scott Thorburn, senior director at Qlik, joins Pierce to chat about marketing attribution, the advantages of online events, and the pros and cons of working at startups as opposed to big enterprises. Throughout this episode, Scott shares which marketing trends will never go out of style, as well as the ones he’d unsubscribe from.
According to Scott, marketing has changed massively over the years. More and more companies are choosing to quantify their marketing efforts and bring objectivity to creative strategies. Furthermore, technology has given us the tools we need for this task. Platforms like Google Analytics, SEMrush and more have become essential for many marketers.
Even though marketing is clearly changing directions, our experts agree that many companies still don’t place enough importance on measuring attribution or planning ahead of time properly. Part of the problem is that leadership teams don’t understand the importance of this topic. It is clearly harder to obtain buy-in from somebody who doesn’t understand the power of marketing influence.
“Not all of it is going to be the thing that closes the business or that results in the opportunity. So I think having a well rounded understanding of what you mean by attribution helps a lot when you’re trying to sell that vision up to your CMO or your operations team.”
In this episode, you’ll learn:
1) The role of marketing attribution and how to obtain buy-in from the C-level.
2) How social media can enhance your B2B and B2C strategy
3) How to figure out your buyer’s journey
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