Don’t Obsess Over Attribution

Pipeline Visionaries

This episode features an interview with Louise Clements, CMO at WorkJam, the world leader in the digital frontline workplace, revolutionizing how HQs and their frontline workforces work together.

In this episode, Louise discusses why she is no longer looking at attribution and is instead focusing on intent. She also dives into how she is using AI to automate and improve their marketing efforts and managing joint ownership of the funnel with sales.

Key Takeaways:

• AI makes marketing better by giving the team more time to reflect and think. CMOs should be investing in automation.
• Marketing is increasingly owning go-to-market and jointly owning the funnel with sales. This is a bit of an evolution, and it allows you to focus on influence over attribution.
• Obsessing over first and last touch attribution is not useful. CMOs should focus on driving intent.

Quote:

• “One thing that we've done is we've sort of stopped worrying about first touch and last touch attribution. I don't care. Is it ultimately working? You can drive yourself insane, worrying about specifics. Instead, it's looking at how all of those channels connect. And I think one of the greatest things in the last couple of years is, we’ve got these fabulous new tools. As B2B marketers, whether you use Sixth Sense or Demandbase or whatever, you can go in and understand intent in a way that we never could. So ,what I'm looking at is, are we driving intent? And then, let's time box that campaign and everybody who came in or who we touched. I want to understand what's the time lag? Are they going to come back? And I'm looking at things like that way more.”

Episode Timestamps:

*(03:41) The Trust Tree: The power of investing in PR

*(15:28) The Playbook: Focus on driving intent

*(41:05) The Dust Up: Agencies and fighting over scope

*(42:30) Quick Hits: Louise’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Louise on LinkedIn
• Learn more about WorkJam
• Learn more about Caspian Studios