Rethinking Attribution and Alignment in B2B with Mary Keough

The Business Of Marketing

The episode explores the evolving role of marketing in B2B organizations, emphasizing the need for marketers to take ownership of strategy, customer understanding, and collaboration with sales. Lee Judge and guest Mary Keough discuss the importance of customer-centric content, the limitations of attribution in modern marketing, and how marketers can adapt to AI and shifting buyer behaviors.

• Differences in marketing strategies across industries and personas
• The evolving role of AI and the importance of foundational marketing skills
• Challenges with attribution and the rise of dark social
• Effective sales and marketing alignment and communication
• Clarifying and redefining account-based marketing (ABM)

Time Stamps
01:10 - Introduction to Mary Keough and her marketing background
06:45 - Marketing to engineers vs software buyers
15:30 - The role of AI and the value of human insight
25:00 - Attribution challenges and dark social
35:20 - Sales and marketing alignment strategies
45:00 - Redefining ABM and leadership's role

Main Takeaways

• Marketing must take ownership of strategy and not rely solely on sales to drive initiatives.
• AI is a powerful tool, but it requires human expertise to ensure accuracy and relevance.
• True ABM success requires cross-functional alignment and leadership buy-in.

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A. Lee Judge is the creator and host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.