{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Market Like a Fintech","title":"Attribution is Broken: How Runa Measures What Actually Matters | Joana Rocha, Director of Growth Marketing, Runa","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/5fa0c6c4\"></iframe>","width":"100%","height":180,"duration":2721,"description":"The episode starts with a discussion on Joana Rocha’s unique experiences living in China and how they shaped her adaptability and perspective in marketing. It transitions into the challenges of marketing attribution and how changing from lead generation to account-based models can create more effective marketing strategies. The conversation delves into the fusion of marketing and sales teams for better alignment and effectiveness, particularly by having BDRs under the marketing umbrella. Joana also shares practical insights on content creation, leveraging various channels, and using specific tools like HockeyStack for tracking marketing efforts. The session concludes with Joana’s initiative, Tech Talk, aimed at helping individuals build fulfilling careers in tech roles.\nUseful links:\nFind Joana Rocha on LinkedIn: https://www.linkedin.com/in/joana-rochaa/\nRuna’s website: https://runa.io/\nFind Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ \nMint Studios website: https://www.mintcopywritingstudios.com/\nFor show notes and more information about guests, head to: www.fintechmarketinghub.com/podcast\nFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack\nOur website: https://www.fintechmarketinghub.com/ \nOur podcast: https://www.fintechmarketinghub.com/podcast\nThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/\nKey topics discussed:\nCultural adaptation\nEmpathy in marketing\nMeasuring results in B2B marketing\nThe Importance of Personal Branding\nThe Hidden job market\nTimestamps:\n00:00 Introduction\n02:46 Joana's Experience in China\n04:13 Cultural Adaptation and Marketing Insights\n05:57 The Role of Empathy in Marketing\n07:52 Introduction to Attribution Challenges\n12:07 Account-Based Marketing (ABM) Strategies\n19:58 Tools and Techniques for Tracking Marketing Impact\n24:30 The Decline of ROAS Accuracy\n24:45 The Shift to Multi-Channel Marketing\n25:34 Challenges in Measuring...","thumbnail_url":"https://img.transistorcdn.com/p4z9HdTvl2PMMe-z87LJ9JnNcyUwWc0fHDpHoKBtVlE/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jNzc1/ZTk1ZDc0NWEzMGRm/ZjJiZjYyOGU1YmQ4/ZTNjYS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}