11 Minutes with Octane11: a B2B Marketing Mini-Podcast

Episode 21: Andy Groller (Dragon360) on Navigating Paid Media and Getting Real About B2B Measurement

In this episode of "11 Minutes with Octane11" hosts Dan Rosenberg and Stephany Lang sit down with Andy Groller, President and CEO of Dragon 360. They delve into the complexities of B2B marketing, including the importance of benchmarking, integrating paid media, utilizing AI in workflows and marketing, and bridging communication gaps between sales and marketing teams to drive success. 00:33 Focus on ABM Reporting 01:48 Misleading Industry Benchmarks 03:33 Common Pitfalls in Paid Media 07:19 Evaluating Individual Channels 11:06 Role of AI in Marketing 16:13 Aligning Sales and Marketing 20:28 Building an Effective B2B Strategy 23:41 Conclusion and Key Takeaways

Episode 20: Christie Johansen-Pinney (DEPT®, The Marketing Practice) on Key Metrics Across the Campaign Lifecycle

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

Episode 19: Lynn Tornabene (Anteriad, Oracle, Google) on ABM Measurement and Picking Your Metrics

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

Episode 18: Paul Knegten (Outbrain, Comcast, Beeswax) on Keeping it Simple and Being More Hands-On

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

Episode 17: Sanjay Vasdev (LinkedIn, Facebook, MSFT, Conversant) on ROI, Personalization & Measurement Maturity

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