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Attribution is Broken: How Runa Measures What Actually Matters


Hosted by Araminta Robertson, 'Market Like a Fintech' is a podcast for fintech marketing professionals and enthusiasts who want to stay up-to-date with the latest trends in the industry, and level up their marketing knowledge. Subscribe here to never miss an episode.


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.


Useful links:

Runa’s website: https://runa.io/

For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack


This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/


Key topics discussed:

  • Cultural adaptation

  • Empathy in marketing

  • Measuring results in B2B marketing

  • The Importance of Personal Branding

  • The Hidden job market


Timestamps:

00:00 Introduction

02:46 Joana's Experience in China

04:13 Cultural Adaptation and Marketing Insights

05:57 The Role of Empathy in Marketing

07:52 Introduction to Attribution Challenges

12:07 Account-Based Marketing (ABM) Strategies

19:58 Tools and Techniques for Tracking Marketing Impact

24:30 The Decline of ROAS Accuracy

24:45 The Shift to Multi-Channel Marketing

25:34 Challenges in Measuring B2B Marketing Impact

27:22 Maximizing Limited Marketing Budgets

31:30 The Role of BDRs in Marketing

34:27 Creating Effective Marketing Content

35:55 Introduction to Tech Talk

37:11 Navigating the Tech Job Market

38:49 Challenges in Marketing Job Applications

41:14 The Importance of Personal Branding

42:54 The Hidden Job Market

44:11 Conclusion and Upcoming Events


About Araminta Robertson:

Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.

About Market Like a Fintech and the Fintech Marketing Hub:

Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.



Listen to Dawn's complete interview below.



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The Fintech Marketing Slack Group





 
 
 
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