3min chapter

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RV 73 - Demand Generation Essentials | B2B Insiders

B2B Revenue Vitals

CHAPTER

The Importance of Attribution in Marketing and Sales

One or two percent of your total addressable market is ever actively buying. That's where you're deploying SDRs, VDRs and performance media for retargeting. You have to have an engine to drive the to educate and drive the other 98 percent of people that could be your customer. And I think it should be an always on engine because if you don't then you're going to be battling over one or two percent forever.

00:00
Speaker 2
Exactly. Yeah. So now it's that phrase right when the when the tide goes down, you can see whoever's swimming naked right. Yeah. All right. So, so still in that topic of, I mean, that topic connects the marketing and sales topic connects to to attribution, right? So, basically, all of those metrics that are marketing, this is marketing metrics, this is sales metrics, the idea of those metrics, especially as in marketing that, you know, we have the higher budgets, especially for paid media. It's a way to, you know, be able to attribute, attribute something for whatever we are actually investing in and see if that's a factor, right? So, when we create this, this new revenue team, how do you think it's the best way for us to still have some kind of attribution and make sure that things are actually working and we are investing in whatever it's, it's actually working right
Speaker 1
by segmenting your go to market engine based on intent levels of the accounts that you target. That recognizing that one or two percent of your total addressable market is ever actively buying, it could be lower, it could be higher depending on the category, but it's just say around one or two percent that are actively buying. That's where you're deploying SDRs and VDRs, that's where you're deploying performance media for retargeting, that's where you're running Google ads and SEO and investing in CapTara and all the different stuff that companies do for the one or two percent that are buying right now. And then you got to have, you have to have a budget and you have to have an engine to drive the to educate and drive the other 98 percent of people that could be your, should be your customer and your, your TAM to want to have a consideration of your product, right? So that, that is an education and awareness level that's getting them onto your website, that's having them understand other customers that are working with you, how the product works, what category it fits in, how you all see the world and where it's going, what business challenges it solves, what key metrics it moves. And I think you just have to, you have to have the rest of the market knowing those things and I think that it should be an always on engine and recognizing that if you're not doing that stuff at the beginning, then you're going to be battling over the one or two percent forever. And you're, you're hoping that someone else makes the market bigger than you. You're hoping that Gartner makes it bigger, or one of your competitors that's ahead of you makes the market and you try and steal some of their market share, or that word of mouth is going to, and product virality is what's going to make the market so much bigger. But in reality, like using your own marketing to deploy your message to your best fit customers is by far the best way to create demand and grow a market. So that's what I would do.

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