Engineers analyze and solve problems using systematic, iterative processes. It’s an approach that avoids making costly assumptions. While many B2B marketers measure data to prove marketing program ROI, often the data doesn’t tell the whole story and can actually hinder the drive for results.

Listen to this episode to hear guest Omer Maman, Vice President of Marketing at HR tech company, Healthee, and the GrowthMode team talk about why it makes sense to dig deeper into your data, especially in situations where the numbers don’t add up - like high lead volumes but missed revenue targets. Hear why approaching your marketing like an engineer by creating hypotheses, validating and making continuous adjustments can lead to uncovering the answers to what marketing programs truly drive the biggest results. 

0:00:00 | Introduction
0:01:00 | The engineering mindset in marketing
0:03:11 | Importance of analyzing data beyond surface-level metrics
0:04:40 | Flaws in measuring MQLs and SQLs for marketing success
0:07:18 | Exploring additional data sources for a holistic view of marketing
0:08:55 | Misalignment between marketing and sales with MQLs
0:11:03 | Long-term strategic approach to marketing beyond lead generation
0:11:44 | The need for an omnichannel presence and multiple touchpoints
0:12:42 | The challenge of measuring tactics that can’t easily be measured
0:16:15 | Complexity of marketing and the need for a strong brand
0:18:09 | Considering multiple buyers and influencers in the decision-making process
0:19:23 | Challenges with lead scoring and the importance of real buying intent
0:23:30 | Applying an engineering mindset to marketing strategies
0:27:28 | Conclusion

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.