Attribution is Broken: How Runa Measures What Actually Matters | Joana Rocha, Director of Growth Marketing, Runa

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:Find Joana Rocha on LinkedIn: https://www.linkedin.com/in/joana-rochaa/Runa’s website: https://runa.io/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcastFintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slackOur website: https://www.fintechmarketinghub.com/ Our podcast: https://www.fintechmarketinghub.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/Key topics discussed:Cultural adaptationEmpathy in marketingMeasuring results in B2B marketingThe Importance of Personal BrandingThe Hidden job marketTimestamps:00:00 Introduction02:46 Joana's Experience in China04:13 Cultural Adaptation and Marketing Insights05:57 The Role of Empathy in Marketing07:52 Introduction to Attribution Challenges12:07 Account-Based Marketing (ABM) Strategies19:58 Tools and Techniques for Tracking Marketing Impact24:30 The Decline of ROAS Accuracy24:45 The Shift to Multi-Channel Marketing25:34 Challenges in Measuring B2B Marketing Impact27:22 Maximizing Limited Marketing Budgets31:30 The Role of BDRs in Marketing34:27 Creating Effective Marketing Content35:55 Introduction to Tech Talk37:11 Navigating the Tech Job Market38:49 Challenges in Marketing Job Applications41:14 The Importance of Personal Branding42:54 The Hidden Job Market44:11 Conclusion and Upcoming EventsAbout 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.