In this episode of B2B Marketing Futures, the discussion revolves around the complexities and challenges of attribution in B2B marketing. The panel of marketing leaders shares their insights on the technical, organizational, and cultural hurdles they face in measuring marketing performance. They explore the intricacies of the buyer journey, the importance of effective communication with stakeholders, and strategies for building a robust attribution framework. The conversation emphasizes the need for a holistic view of marketing efforts and the significance of brand awareness in driving revenue growth.

Participants:

• Jill Baumgardner: Marketing Performance Manager at Curriculum Associates, focused on data strategy, campaign attribution, and pipeline impact within the education technology space.
• Peter Bach: Growth marketer with deep experience across demand generation and performance marketing, formerly at RingCentral.
• Ryan McIntyre: Director of Digital Marketing at Dext, with a strong background in digital performance and B2B demand generation.

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