The Changing Landscape of Measurement and Attribution with Gretchen Hoffman and Mark Erwich

In this episode of The HealthTech Marketing Show, we go deep on marketing measurement and attribution with guests Gretchen Hoffman, B2B SaaS Marketing Leader, and Mark Erwich, Chief Strategy Officer for Health Launchpad.

As healthcare marketers face increasing pressure to prove the value of their efforts, Adam, Mark and Gretchen discuss the shift from traditional lead-based metrics to a more account-based, opportunity-driven approach. They also explore how data analytics and AI are reshaping the landscape.

Key Topics:

• [5:15]How marketing measurement has shifted dramatically due to AI and advanced data analytics, changing how marketers track and optimize demand generation.

• [11:04] Aligning Sales and Marketing through ABM

• [13:58] Practical advice on implementing ABM. How tools like Demandbase and 6sense help marketers analyze the full buyer journey and optimize account engagement.

• [23:16] The limitations of traditional attribution models and how healthcare marketers can effectively measure marketing activities' impact, especially in long sales cycles.

• [31:10] How to report the impact of marketing to the C-suite, including focusing on pipeline velocity, conversion rates, and customer lifetime value (CLV).

• [36:24] Actionable advice on adopting AI, ABM, and better reporting strategies.

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