#6: Measuring Marketing's Impact: The End of Digital Attirbution

Rand Fishkin's video on why digital attribution is going to die

Andy and Gary dissect the aftermath of privacy updates on digital attribution and how this impacts B2B Software and Services companies in the lower middle market. In this episode we dive deeper on the insights of transitioning to a media mix and efficiency model, where we consider everything from monetary to effort 'spend'—like the dedication it takes to craft this very podcast for brand elevation.

Our discussion focuses on the precision needed in targeting marketing efforts. It's about fostering an always-on systems thinking program that keeps you aligned with your buyers through always listening them and competitor analysis. We unpack various targeting tactics, from the expansive reach of LinkedIn to the intimate, issue-specific strategies that resonate with your target buyer. Balance is key—especially when aligning marketing initiatives with the expectations of a CEO or board—so we're here breaking down the transformative approach needed to understand your buyers before funneling resources into your campaigns.

Dive into the concept of unaided awareness, its growth over time, and how marketing efforts across all customer lifecycle stages can be harnessed to drive revenue. This episode promises to equip marketers and revenue leaders with the foresight to align their marketing tactics with the needs and journey of their buyers, paving the way for sustainable growth and brand presence.