Episode 28: SMB B2B Marketing Insights: Data, CRM, & Sales Synergy | John Short

In this episode of Interesting B2B Marketers, Steve chats with John Short, CEO of Compound Growth Marketing, about the challenges of building SMB awareness. John shares his experience in creating a distribution machine for an HR company, focusing on paid acquisition and content. They discuss the limitations of relying solely on data and emphasize understanding a company's payback time, setting up measurable KPIs, and the role of CRM in marketing-sales collaboration.

Steve and John also explore the challenges of attribution in B2B analytics and the development of an account-based attribution model. They highlight the importance of data triangulation, leveraging different platforms, and fostering healthy tension between sales and marketing teams to achieve measurable goals.

Key takeaways:

• Building awareness for a company in the SMB space can be challenging, and acquiring small business audiences requires a unique approach.
• Data triangulation is important for marketers, and leveraging different platforms can provide valuable insights.
• Understanding a company's time to payback is important when reporting to the CEO.
• The CRM can be the front end of marketing's presence to the sales team, and implementing a marketing automation solution that integrates with the CRM can be beneficial.
• Setting up measurable KPIs can help create healthy tension between sales and marketing teams, and monitor the quality of leads.

Connect with John and Steve on LinkedIn.