How B2B Marketers Can Take Back Control of Their Time

’That doesn’t work’ is never the right conclusion. It’s usually a false negative. It means we didn’t do something right.

Gil Allouche — co-founder and CEO of Metadata — joins Connor to discuss how his background in software engineering led him to co-found a marketing company. Learn about his approach to marketing experiments, the importance of scaling pipelines, and the surprising benefits of automating the technical and mundane tasks of B2B digital marketing.

Key Takeaways

• Experiment to test assumptions and yield more ROI. You may have good baseline assumptions — the ideal customer profile, the right message, the best channel — but until you start experimenting, you don’t know if you’re right or not. Experimentation validates or invalidates those assumptions, and it also identifies the combination of variables with the most ROI.
• Rethink email. When money is short, growth is stagnating, and it’s hard to identify channels with the highest ROI, email can be a great option. And it can grow your pipeline, especially if you reinforce the campaign with content, podcasts, and social media.
• Invest in buyer intent signals. All customers, but especially B2B customers, investigate businesses before they buy. Invest in platforms that track and aggregate buyer intent. That data directs channel decisions, turns up leads, and helps you qualify prospects. That way, the sales team can focus on strong signals from people with spending authority.

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