Ian Michels

Ian Michels, Sr. Technical Account Manager at Adobe, discusses common mistakes in marketing data presentations and how to engage CEOs effectively. The podcast explores aligning data reviews with strategy, emphasizing the importance of context, relevance, consistency, and standardized KPIs in marketing. It also highlights leveraging analyst insights, promoting transparency, proactive communication, and addressing shortcomings in team dynamics.

Ian Michels, Senior Technical Account Manager at Adobe, discusses the essential role of KPIs in B2B marketing. He highlights the importance of aligning KPIs with company objectives to drive sustainable growth and accountability. Ian delves into the significance of tracking lead conversion rates and understanding the effectiveness of marketing channels. He also emphasizes the need for regular data reviews and integrating data analysts into marketing teams to foster collaboration and enhance decision-making.

Ian Michels, a Senior Technical Account Manager at Adobe, joins host Camela Thompson to discuss crucial insights about data-driven marketing in B2B organizations. He highlights the signs that indicate a company's lack of commitment to data, emphasizing the importance of meaningful measurement. The conversation explores challenges marketing teams face in fostering a data-centric culture and evolving measurement practices. They stress aligning marketing metrics with revenue goals and the importance of relevant data presentation to executives for sustained growth.