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

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11 Minutes with Octane11: a B2B Marketing Mini-Podcast

Dan Rosenberg & Stephany Shelton

21 episodes

4 months ago

Do B2B marketers have time to listen to long podcasts? No way!! That's why the team at Octane11 created "11 Minutes with Octane11: a B2B Marketing Mini-Podcast" - to share real insights and actionable tips from real B2B marketing experts. B2B marketers are busy and "11 Minutes with Octane11" can help you save time and deliver more impact...especially if you listen to this podcast on high speed :)

All content for 11 Minutes with Octane11: a B2B Marketing Mini-Podcast is the property of Dan Rosenberg & Stephany Shelton and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Marketing

Technology,

Business

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

11 Minutes with Octane11: a B2B Marketing Mini-Podcast

14 minutes

7 months ago

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