32: How Many Marketing Touches Does it Take to Close a B2B Deal? - with Laura Erdem, Sales Lead, Americas at Dreamdata
Women in B2B Marketing · Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
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Show Notes
In this episode of Women in B2B Marketing, host Jane Serra interviews Laura Erdem, Sales Leader of the Americas at Dreamdata. They discuss collaboration between sales and marketing in B2B, the importance of understanding the buyer's journey and attribution data, and the value of content marketing and organic social media. Laura shares her personal branding experience and the lessons she learned from trying to convert followers into leads.
Laura talks through:
- the importance of sales and marketing collaboration
- the (large) number of touches needed before a B2B deal is closed
- what data points to consider when identifying quality (over quantity)
- controversy surrounding attribution methods and analysis
- building her personal brand on social media and the impact it had on website traffic
- lessons learned from the failed attempt at directly converting on LinkedIn
- the need for regular communication and collaboration between sales and marketing teams to align messaging and improve revenue generation
- leveraging proper tracking and data analysis to support marketing decisions and defend budget allocations in B2B marketing
Key Links:
Guest: Laura Erdem - https://www.linkedin.com/in/lerdem/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
Dreamdata - https://dreamdata.io/