Episode 19: Lynn Tornabene (Anteriad, Oracle, Google) on ABM Measurement and Picking Your Metrics

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

In this episode of '11 minutes with Octane11' Dan Rosenberg and Stephany Lang delve into the complexities of ABM reporting with guest Lynn Tornabene, CMO of Anteriad. They discuss measurement challenges in B2B marketing, Lynn's insights from her career, and practical strategies for integrating and optimizing marketing data. The episode touches on technology, metrics, and an anecdote about a company with a dashboard featuring 50 metrics and how this overabundance of data can obscure a clear understanding of the customer journey and investment effectiveness. 01:32 Guest Introduction: Lynn Tornabene02:07 Anteriad's Unique Approach03:59 Measuring Success in B2B Marketing05:06 Insights on Marketing Lift05:51 Challenges in Data Integration08:39 Lynn's Experience at Oracle10:35 Key KPIs for B2B Marketing12:09 Magic Wand for Improving Marketing

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This episode was published on March 20, 2025.

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