{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Growth Wizards Podcast","title":"What's wrong with the 51% of marketers who trust data, per PureFacts","html":"","width":"100%","height":180,"duration":1732,"description":"Summary\nEd Locher, CMO at PureFacts, joins Growth Wizards host Tanner Green to explain why he stopped believing the attribution numbers he used to present, what category entry points reveal about how B2B buyers actually decide, and how a zero-performance, awareness-only ad strategy took PureFacts from zero inbound to roughly $1M in pipeline a month in under a year. He also breaks down why empathy beats craft when writing for a VP of Operations, and previews Symphony, the AI native intelligence layer his three-person team built across the entire go-to-market. For CMOs, founders, and revenue leaders at B2B scale-ups rethinking how they fund and measure growth.\n\nChapters\n00:00 Intro\n01:05 From IBM to private equity scale ups\n05:34 Only 49% of marketers trust their data\n06:36 The attribution confession: $100K in, $1.2M out\n08:37 How people actually buy: category entry points\n09:50 The math: take your TAM and divide it by 20\n11:33 Zero performance ads on purpose\n13:17 From zero inbound to $1M in pipeline a month\n16:28 Empathy, personas, and the VP of Ops who hates one week a quarter\n24:23 Symphony: the AI native layer over the whole go-to-market\n\nTakeaways\n- Marketing has one job: be one of the three or four brands already in the buyer's head when their category entry point hits.\n- Multi-touch attribution and MQL scoring assumed emails could trigger seven figure purchases. They can't, and building budgets on that assumption is why the numbers never held up.\n- Half of B2B deals end in no decision, and four of five that close go to a brand already on the shortlist. Take your TAM and divide it by 20 to see who you're actually fighting for.\n- Awareness debt doesn't retire in a quarter. PureFacts went to zero performance spend, set a two to three quarter expectation with leadership, and got its first on-purpose inbound at nine months and 22 days.\n- Credibility comes from empathy, not craft. \"Get your evenings back\" moved a VP of Operations when \"$10M in savings\" didn't,...","thumbnail_url":"https://img.transistorcdn.com/kYU1r7AN1wfu5VwSvUXQh9Slgj19jh1pqnbdvEPpuzs/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS81ZDM5/NWQyMWY3YzA2NjE3/YzExZGQwYjI4NmY3/YTUxZi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}