Episode 18: Paul Knegten (Outbrain, Comcast, Beeswax) on Keeping it Simple and Being More Hands-On

from 11 Minutes with Octane11: a B2B Marketing Mini-Podcast · host Dan Rosenberg & Stephany Shelton

In this episode of '11 Minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang discuss the challenges of B2B marketing measurement and ABM reporting with Paul Knegten, a veteran CMO. They explore why B2B measurement is more complicated than it should be and the importance of personalized, non-automated approaches in effective marketing strategies. This episode offers concrete insights and real-world examples from Paul's extensive experience.00:33 Season Focus: ABM Reporting01:24 Guest Introduction: Paul Knegten02:02 Challenges in B2B Marketing02:35 Comparing B2B and B2C Marketing03:38 Simplifying Marketing Processes04:50 The Role of Data in Marketing08:14 Critique of Marketing Automation14:16 Personalized Marketing Strategies16:58 Conclusion and Future Episodes

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This episode was published on February 6, 2025.

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