SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 64 - Can AI solve the attribution conundrum for marketers? With Molly St. Louis, Head of Marketing at DealTale
If we’re being honest, there's a big difference between the imagined buyer's journey that marketers invent and what’s happening in reality.
But then, we’ve always made those assumptions because it’s nearly impossible to track.
Or is it?
That’s what Molly St. Louis, Head of Marketing at DealTale talks about in this episode - applying AI to track the previously un-trackable journey.
DealTale is a SaaS that leverages causal machine learning methods to track buyers while they’re still anonymous (by IP address) and then backfill their information later when they fill out a form—even when it’s months (or years) later so they can see what is transpiring and then replicate it in future campaigns.
With their innovative ChatGPT-like interface, campaign analytics become accessible to all marketers, not just those in large companies with data analysts.
Key Takeaways from this episode:
- The importance of understanding causality for mapping customer journeys.
- How AI can go deep on attribution, customer journey mapping and causality.
- Remember that marketing is fun, and not to worry about always “getting it right.”
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.
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