GTM Science - A show for GTM and RevOps leaders

Refine Labs' Attribution Measurement Framework with Megan Bowen

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In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Megan Bowen, CEO at Refine Labs – one of the top marketing agencies for B2B SaaS scale ups.

You'll learn about:
  • Hybrid marketing attribution (blending the attribution between software and self-reporting)
  • Measuring the effectiveness of marketing all the way through to revenue
  • And breaking it down by each channel within marketing that contributes to that revenue
  • As well as the most common mistakes made in B2B SaaS marketing and how to fix them

    • Refine Labs has some exciting content updates coming soon with their product, The Vault, where you can get access to everything you need to know to implement their strategies at your own company. Be sure to check it out!

    00:00 Introduction

    01:03 Megan Bowen's Journey to CEO at Refine Labs

    06:47 The Power of Hybrid Attribution in Marketing

    17:49 Challenges and Insights on MQL Targets

    22:45 Multi-Channel Attribution and Pipeline Sources

    25:48 Exploring Marketing Attribution Models

    26:41 Challenges in Measuring Marketing Impact

    27:15 Sophisticated Attribution and Pipeline Models

    29:03 Gathering Qualitative Feedback from Sales

    31:31 Setting Effective Measurement Frameworks

    38:59 Optimizing Response Times and Lead Quality

    39:25 Strategies for Handling High-Volume Inbound Leads

    41:00 Qualifying Leads and Enhancing Sales Processes

    44:39 Evaluating and Adjusting Marketing Strategies

    48:50 Closing Thoughts

    _____________________________________________________________________

    STRATEGIC REVENUE OPERATIONS AS A SERVICE

    ● Website

    ● LinkedIn

    ● TikTok

    ...more
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    GTM Science - A show for GTM and RevOps leadersBy Union Square Consulting
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