How I Made it in Marketing Growth Marketing: Attribution is a myth, but you need it (episode #43)
Our latest guest told the story of how she learned to find the ‘why’ – why a potential customer should act on her conversion objective.
One of the things I really liked about her story – she didn’t only focus on the final ‘why’ the customer should buy the product or work with the company. Much like the sequences of eight Micro-Yes(es) taught in our free marketing course Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/), she considered the ‘why’ for key steps of the customer journey.
That’s just one of the lessons you can learn from Tate Gibson, Head of Growth, Peak (https://peak.ai/), on this episode of the How I Made It In Marketing podcast.
Gibson manages a transatlantic team of seven marketers located in the US and the UK and a marketing budget of $2 million.
Peak has $119 million in investment funding raised to date, with SoftBank leading its Series C round.
Some lessons from Gibson that emerged in our discussion:
- Understand where to find growth
- Attribution is a myth, but you need it
- Find like-minded people you can learn from
- You don’t have to know your end-destination to progress your path
- Find the ‘why’
- Know your numbers
Related content mentioned in this episode
Marketing Career: What you need to understand at each step of the job seeker’s journey (even if you’re not looking) (https://www.marketingsherpa.com/article/how-to/job-seekers-10-step-journey)
Creating a Culture of Testing: How to defeat the tyranny of best practices (https://marketingexperiments.com/a-b-testing/tyranny-of-best-practices-html)
Product Management & Marketing: Surround yourself with the right people (podcast episode #38) (https://www.marketingsherpa.com/article/interview/product)
Data Poetry in Marketing, PR & Corporate Communications (Podcast Episode #17) (https://www.marketingsherpa.com/article/interview/data-poetry)
Online Marketing Tests: How do you know you’re really learning anything? (https://marketingexperiments.com/digital-analytics/testing-marketing-validity)
About this podcast
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.
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