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