Marketing’s war between science & art — Camela Thompson // CaliberMind

Camela Thompson, VP of Marketing at CaliberMind, talks about the marketing KPIs you should be tracking. While executives have a very linear view of the buyer’s journey, today’s B2B buying journey is rarely ever linear. From buying committees to lost budgets, people are jumping in and out of the funnel, and we're already seeing the pendulum swing back to the branding and arts side of marketing. Today, Camela discusses marketing's war between science and art.
About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

Show Notes

  • 02:36
    The art and science of marketing
    Creativity comes into play when thinking about what resonates best with certain personas. The science aspect of marketing boils down to determining what works through testing and measurement.
  • 04:42
    Balancing the art and science of marketing when managing teams
    While some team members will favor data, others will be more creative. Ultimately, its about keeping in mind each persons strengths when talking to them and providing coaching in weaker areas.
  • 06:58
    Recruiting for marketing teams
    Look at peoples aptitude to learn, ask questions, and consider their openness to feedback. Ideal persons should be willing to work on weak areas and have an interest in data in order to be a marketer long-term.
  • 08:45
    The limits of marketing data
    As a result of third-party cookie deprecation and privacy laws, marketing data is becoming limited. Executives need to get comfortable with directionally accurate reporting and marketers with using that reporting to make decisions.

Quotes

  • "It's critical to use the creative side of your brain to figure out how your customers are talking about your product and then mirror that for them." - Camela Thompson

  • "If I have a digital marketer who's fantastic at creating copy and creative images, we'll work on the analytics piece. If I need to bring in an analyst to help guide them, let's do that. It's fine" - Camela Thompson

  • "A lot of women from my generation were told they're not naturally good at math. But science has shown that our brains are much more malleable than we thought they are." - Camela Thompson

  • "If somebody's afraid of the numbers and doesn't want anything to do with them, they wont make it as a marketer long term with how much data we're pushed to provide up." - Camela Thompson

  • "Executives need to get a little bit more comfortable with directionally accurate and B plus reporting and marketers need to get more comfortable with using that reporting to make decisions." - Camela Thompson

About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

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