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Season Summary: Measure the Missing Middle | Ellen Schwartze & Phoebe Noce (Knotch)

We’ve hosted an incredible season of demand generation, growth, and content marketers. Host Ellen Schwartze and Phoebe Noce (Director of Content, Knotch) review and summarize what we learned about measuring the missing middle of marketing.

 

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Episode Outline:

  • (02:08) – Middle-journey marketing metrics are a complex topic
  • (06:56) – The right measurement framework sets the strategy
  • (09:18) – Marketing campaigns are like spaghetti in two ways
  • (13:46) – Self-reported attribution vs other models
  • (17:26) – How to use marketing data to have conversations with leadership
  • (19:23) – Have a hypothesis so you can prove what worked
  • (22:03) – Knotch on Knotch: Seeing use cases lead to more conversions
  • (25:16) – Leadership wants to see you justifying plans rationally.
  • (26:28) – Knotch on Knotch: Tying marketing to conversions
  • (31:53) – Lightning Round!
  • (33:58) – The takeaway: don’t be intimidated by data

New episodes of Pros & Content are released every Tuesday.