The Benefits of Analytics in B2B Marketing - an interview with Jon Piehl

On the latest episode of the Marketing Tales Show, I had the pleasure of speaking with Jon Piehl, an analytics expert, seasoned marketer, and complex problem solver at Proofpoint Marketing.Jon discovered his interest in digital marketing in the early 2000s during a computer course in high school that taught him how to build websites while the internet was still in its infancy."I started to see the potential of the internet in its ability to promote businesses," Jon recalls. "Not many businesses were doing that then, and I got really excited about what digital marketing would look like in the 21st century."This passion led him to enroll at Azusa Pacific University to earn a marketing degree that build the foundation for his current position.During the episode, we discussed the crucial role of analytics in B2B marketing, including understanding convoluted buyer journeys and connecting marketing endeavors to business objectives."Early indicators that predict future success and retrospective analyses are essential for analytics-driven decision-making," Jon says.Jon pointed out the power of metrics like brand traffic, sales-qualified leads, and revenue numbers in tracking the journey from brand affinity to actual revenue.Jon's emphasis?Tuning your message to resonate on the proper channels and removing bottlenecks in the sales process to elevate marketing outcomes.Jon also teased how generative AI and marketing mix modeling can supercharge marketing analytics.And for those daunted by AI, he recommends constantly testing and validating AI-driven recommendations.We also touched on the significance of data presentation.Jon highlighted the importance of tailoring data insights to your audience.When speaking to a CEO, connect your data to business objectives, while for a CMO, it's about the contribution of different channels to marketing objectives.Want to improve your marketing knowledge?Jon suggests picking up a copy of "Positioning: The Battle for Your Mind," by Al Ries and Jack Troutor, a book published in 1980, yet still relevant today if you want to learn about how to position a brand in the market. A podcast Jon recommends is "B2B Growth" by Sweet Fish Media.To learn more about Jon or pick his brain on all things website analytics, connect with him on LinkedIn.Listen to the full episode by visiting the link in the comments below. 👇Subscribe to the Marketing Tales Show so you don't miss out on insights from the brightest minds in marketing.Until next time. ✌️P.S. a special thanks to Joseph Lewin to making the connection. 🙏#marketing#podcast#analytics