Nov 17, 2021

Welcome to another episode of 3-Minute-Marketing, where we talk with some of the foremost experts in growth marketing and distill their best knowledge into 3-minute blocks for your listening pleasure.

Today I'm super excited to have a real marketing hero, Maura Ginty, on the podcast. Maura is the CMO of Mode, which is a leading collaborative data science platform. Among the highlights of her impressive resume, she's reduced the cost-per-lead at Mode by 96%!

My question for Maura is, "What are 3 ways marketers can be more data-driven?".

Show notes:
1. Go beyond the simple math of the budget envelope all the way through to target (meaning things like ad spend, leads, MQLs, sales). Owning the revenue target should be a given.
2. Truly data-driven marketers know how to segment, personalize, and evolve.
3. Marketers assume that if they know what vertical someone's in then they've defined segmentation but there's a lot more to understand about product usage, satisfaction, customer journey, and more.
4. Until you understand where your best audience is, you're not going to be in a place to go out and find more of them.
5. Personalization shouldn't just be the job of your BDRs... all of your marketing should be personalized & speaking your customers' language.
6. Evolution will be driven by both machines & humans: machine-learning & AI will be able to handle the "simple math" of your funnel. Marketers must evolve to focus on thinking through the elements that are less predictable to find unopened opportunities.
7. Marketers need to get out of the habit of just "ticketing" their data team about the numbers or accuracy of the data. Instead, it's critical to query around insights that will help you solve your core marketing problems (e.g. instead of, "Do we have all the boxes ticked for lead scoring", ask "What are the behaviors of our highest-value customer cohort & how can we replicate those behaviors early in the funnel?)