Proving marketing's impact is more than justifying spend

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The Proof Point

UserEvidence

34 episodes

2 months ago

Proof is what GTM leaders need to make fast and furious decisions that keep their businesses alive and thriving. The Proof Point hosts conversations anchored in the reality of day-to-day life as a revenue leader. No algorithm-hacking, talk-track headlining buzz statements around here. We’re hosting conversations between GTM leaders so we can gather the facts and provide you with the tactics and tools you need to bulletproof your strategy. Join host Mark Huber every other week as he invites the best GTM leaders into the conversation.

Marketing

Business

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Marketing

Business

Proving marketing's impact is more than justifying spend

The Proof Point

48 minutes

1 year ago

Proving marketing's impact is more than justifying spend

The TL;DR
Struggling to prove marketing’s impact?

Mark Huber (UserEvidence), Pranav Piyush (Paramark), Megan Boone (Redis), and Jason Widup (Fractional CMO) share their approaches for setting goals, measuring success, and getting leadership buy-in for strategies that aren’t always quantifiable. Find out how they strike the right balance between short-term wins and long-term growth.

What’s working in B2B marketing:
TRUST YOUR JUDGMENT, NOT JUST THE NUMBERS
Not every successful tactic can be neatly measured. Combining data with sound judgment builds the confidence needed for leadership buy-in.

What’s not working in B2B marketing:
OVER-RELIANCE ON METRICS
Focusing too much on data can miss the bigger picture. Not every effective strategy shows immediate returns, but building trust with leadership allows room for tactics that take longer to pay off.

The key takeaways:
1. Internal communication goes beyond sharing wins: It’s not just about delivering visible results. Consistent updates ensure leadership understands the marketing team’s ongoing efforts, even when the impact isn’t immediately obvious.
2. Growth isn’t just about the numbers: A successful strategy balances measurable goals with flexible initiatives. Both are needed to drive short-term gains and long-term progress.
3. Trust starts with early wins: Securing quick, measurable outcomes helps build the trust needed to pursue larger, more ambitious strategies that take longer to pay off.
4. Go beyond attribution with modeling: Attribution is important, but it’s not the only way to measure success. Modeling helps capture broader trends and gives a clearer picture of performance.
5. Set expectations early: This is more than hitting targets. Establishing realistic, achievable goals allows you to exceed targets and foster stronger relationships with leadership.

The things to listen for
(00:00) Intro
(01:17) The challenge of proving marketing’s impact
(02:25) Setting measurable goals vs. trusting your instincts
(05:49) Why internal marketing builds leadership trust
(09:33) Can everything be measured?
(13:27) Using event marketing to drive pipeline
(17:28) Balancing data-driven decisions with intuition
(22:58) How small wins build momentum for your team
(29:03) Modeling success versus focusing on measurement
(36:24) Biggest mistakes and advice for new marketing leaders