Transcript
A (0:00)
The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.
B (0:25)
From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs.
C (0:40)
Better than TV advertising.
B (0:42)
Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.
A (0:53)
Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.
B (1:15)
I'm Benjamin Shapiro and joining me today is Blu Bowen, the research principal at G2, the world's largest software marketplace where companies build reputation and drive growth. And today Blue will share how AI is rewriting B2B buyer behavior and what sales leaders must do to adapt. Okay, what's the most misleading vanity metric you've seen marketing leaders celebrate?
C (1:38)
I would say attribution. There's too many touch points in the buying cycle today, buying journey today, first touch, last touch. It's not insightful enough and not really indicative of, of the reason why.
B (1:51)
So what's the solution? Hey, we're, we're, we're taking credit for this channel and that channel Attribution is this thing that we've fully mastered. It's all last click. It's all first click. It's. Mmm. Is there a solution that's actually helping marketers get a better sense of what's actually driving results?
C (2:07)
I would say trying to get as much visibility into the entire process as possible. So whether that's using an AEO or GEO tool to identify where you're showing up in LLMs and also having kind of a new approach, a holistic one to be, you know, it says this is last touch. Say this blog is converting exceptionally well. You know, what were the other touch points in that journey and perhaps that we're seeing that when they have the same three touch points, that's more likely to kind of convert. So rather than identifying one data point, rely on multiple.