Episode 19: Lynn Tornabene (Anteriad, Oracle, Google) on ABM Measurement and Picking Your Metrics

In this episode of '11 minutes with Octane11' Dan Rosenberg and Stephany Lang delve into the complexities of ABM reporting with guest Lynn Tornabene, CMO of Anteriad. They discuss measurement challenges in B2B marketing, Lynn's insights from her career, and practical strategies for integrating and optimizing marketing data. The episode touches on technology, metrics, and an anecdote about a company with a dashboard featuring 50 metrics and how this overabundance of data can obscure a clear understanding of the customer journey and investment effectiveness.

01:32 Guest Introduction: Lynn Tornabene

02:07 Anteriad's Unique Approach

03:59 Measuring Success in B2B Marketing

05:06 Insights on Marketing Lift

05:51 Challenges in Data Integration

08:39 Lynn's Experience at Oracle

10:35 Key KPIs for B2B Marketing

12:09 Magic Wand for Improving Marketing