An Honest Reappraisal of Marketing Attribution with Dan Kimball, GTM Advisor - Ep 82

Dan Kimball is a GTM Advisor, AI Architect, and independent consultant at The Operating Partnership LLC. Dan’s a marketing expert with a bevy of amazing experiences to draw on, from serving as CMO of Spectrum Equity and ThisMoment, to VP of Marketing at Yelp, and SVP of Global Marketing at Eventbrite.

Dan joins co-hosts Craig Rosenberg and Matt Amundson to dive into what sets great B2B brands apart and why marketers need to look at some of their metrics with a lot more scrutiny.

Plus, Dan shares what happened when he unknowingly offended half of Cape Cod with a radio ad.

Also, Craig pitches his idea for a nautically themed vape shop, Matt compares to Dan to M. Night Shyamalan, and Producer Sam slightly misquotes an iconic Steve Buscemi line.

Critical Takeaways

ICP clarity is the single highest-leverage activity a GTM team can do this year. The amount of focus a company has on its Ideal Customer Profile is "highly correlated with success at driving bookings goals." GTM leaders should run a formal ICP project at the start of every year, not treat it as a one-time setup task. The tools and AI capabilities now exist to make this faster and more rigorous than ever.Look at marginal ROAS (the return on the last incremental dollar spent in the Google auction) rather than blended ROAS.Mixed media modeling (MMM) is now accessible to mid-market companies, and B2B marketers should deploy it before their next budget cycle. Mid-size B2B companies can access credible MMM vendors and get marketing attribution sophistication that far exceeds what Google Analytics or any last-touch model can provide. Marketing leaders should bring a vendor comparison to their next QBR and frame it as risk mitigation: the current attribution model is actively misleading budget allocation decisions.As ChatGPT eats into Google organic traffic, brands increase paid search spend to compensate, which inflates CPCs for everyone, which degrades LTV-to-CAC ratios across the board. B2B marketing leaders should model what their blended CAC looks like if CPCs increase 20-30% and build the case for upper-funnel diversification (EG: YouTube, CTV, LinkedIn, organic community) before the CFO forces the conversation.

Chapters

00:00 - Episode Preview

02:41 - Introducing Dan Kimball, GTM Advisor and Consultant at The Operating Partnership LLC

08:38 - The Unintended Consequences of Naming a Company Or, Dan Gives Us The Skinny on a Boneheaded Brand Name

17:44 - What's in a Name (Of a Company, Brand, or Product)?

25:59 - Why Your Degree of ICP Focus is Directly Correlated to Business Success