Blair Rubio

Trying to figure out where to spend your higher ed marketing dollars? We have a podcast for you. BVK's own Josh Dodson joins Enrollify to discuss the importance of understanding attribution nuances, marketing mix modeling and more. 🎙️: https://bit.ly/3NSFaoe Interested in learning more from Josh? Find out why there's a Michael Jordan problem with last-touch attribution. 🔗 : https://bit.ly/3PH46j3

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Brand positioning informs pricing strategies by comparing target audience perceptions to competitive specific offerings. Will buyers respond favorably to your pricing model? Engage a brand positioning assessment. #JustifyPricing https://hubs.ly/Q03q9GZ10

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B2B marketing budgeting and forecasting is a new drama theater because of the attribution gaps. CFOs and leadership expect CMOs to present leads and marketing-sourced revenue to justify budgets aligned with their CAC targets. Can't prove leads/pipeline? Cut! But there is our fault as well. Jon Miller nailed it down at our Full-Funnel Summit: "We treated marketing like a gumball machine. I would go to my CFO and say if we need to double the number of leads, then I'm gonna need to double my budget. We taught them to think you put a quarter in, you get an MQL out." The reality we all know: B2B buyer journey is happening across multiple channels and touchpoints. But CRM only captures the last touchpoint, creating a false picture of what actually drives deals. This attribution gap is why marketing gets blamed for pipeline misses when the real issue is measurement, not performance. Here's what's working for me to stop the attribution debates and build partnership with CFO. 1.SET UP A BLENDED ATTRIBUTION MODEL. - Self-attribution («How did you hear about us?» - field in your webforms) - Touchpoints that were identified in the digital analytics (ideally, set up end-to-end analytics) - Customer interviews (ask about the main interactions with your company) 2.BOOK A MEETING WITH CFO AND SUGGEST SOLVING AN ATTRIBUTION & CAC QUIZ TOGETHER. Present a recent deal analysis with multiple touchpoints. Example: 1. Buyer discovers us through webinar promoted in our newsletter 2. Sales rep sends cold email cadence to the buyer, no reply. 3. Buyer shares content from the webinar internally 4. Decision-maker engages with content on LinkedIn 5. Decision-maker meets our sales rep at conference, agrees to reconnect, but doesn't reply to sales follow-ups 6. Decision-maker reads several case studies on the website 7. Buyer independently reaches out to a few clients for reference 8. Buyer sends an email to a sales rep asking for a discovery call Now, play a quiz with your CFO: - Which touchpoint gets attribution credit? - Is this marketing-sourced or sales-sourced opportunity? - How do we calculate CAC across multiple channels? - What's the ROI of that untracked reference call? 3.AGREE WITH CFO AND LEADERSHIP ON TWO TYPES OF REPORTS. Program Report: Define together leading and lagging indicators: - Account coverage metrics - Pipeline influence - High-intent website activity - Discovery calls generated Pipeline & Revenue Report: Dashboard with key revenue metrics: - Sales opportunities - Win rates - Average contract value - Sales cycle length - Pipeline velocity - Revenue 4) AGREE ON BUDGET/CURRENT REVENUE RATIO, AND REPORT ON IT. The result: Your CFO understands the complexity of B2B attribution. You develop together meaningful attribution and define the right metrics. Conversation shifts from "prove me it's marketing-sourced" to allbound revenue. Curtain 🎭

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In our latest episode, Drew sits down with Reed Hansen, Owner and Chief Growth Officer at MarketSurge, to break down how attribution really works across big tech, higher ed, and small business. Reed shares why marketing is a machine — but not a gumball machine — and how execution, time lags, and touchpoints can completely change what (and how) you measure. If you’re ready to simplify how you measure success and focus on what’s truly actionable, this one’s a must-listen! Watch the full video on YouTube, or listen wherever you get your podcasts. 🎥 https://lnkd.in/g9krcV2D

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Mason Cosby's ABM measurement course starts tomorrow. Most ABM teams track the wrong metrics. Stalled accounts, imprecise reporting, missing buy-in from sales and leadership. This course fixes that across two 90-minute sessions. January 14 & 21 | 11 AM CT / 6 PM CET Learn context-driven metrics, stage-based attribution, conversion modeling, and dashboards that prove impact. Mason generated $15M+ in sourced revenue at 16X ROI. $499 per seat. Last chance to sign up. Link in comments.

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Misaligned GTM teams are 2x more likely to miss revenue targets. Here's how top CROs and CMOs are fixing that - together. The post The CRO & CMO Playbook for Creating GTM Alignment appeared first on GTMnow. https://lnkd.in/enH_HYru

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Higher ed enrollment pros: Are you relying only on GA4 for insights? You might be missing key data. In this clip, we share how one university uncovered surprising gaps in their analytics—just by switching to first-party data tracking. Watch the full webinar here: https://hubs.la/Q03kQdBC0 #higheredmarketing #highered #webpersonalization

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