AI, Attribution & ICP: The Future of B2B Marketing with Kirsty Dawe

In this episode of True Conversations, Tom Happé sits down with Kirsty Dawe, CMO at Lead Forensics, to discuss the evolution of modern B2B marketing and the importance of focusing on revenue rather than vanity metrics.Drawing from her extensive experience in agency and client-side marketing, Kirsty provides valuable insights. She explains how marketers can better align with sales, develop a robust Ideal Customer Profile (ICP) and effectively track the true impact of marketing within the increasingly complex buyer journey.The conversation covers various topics including attribution models, the role of AI in marketing, intent data, social selling and the significance of accurately identifying website visitors.This episode is packed with practical insights for B2B marketers, SaaS professionals, demand generation specialists and sales teams. It offers actionable strategies to drive pipeline and revenue in today’s competitive market.Key takeaways from the episode include:- The importance of prioritising revenue in B2B marketing.- The significance of defining and refining your Ideal Customer Profile (ICP).- How website visitor identification can uncover hidden opportunities.- The challenges posed by marketing attribution in intricate buyer journeys.- The transformative impact of AI on demand generation and outreach.- The critical need for sales and marketing alignment.- The role of social selling and LinkedIn in modern B2B sales.Kirsty also shares her forward-thinking perspective on the future of B2B marketing, the potential of AI to reshape marketing teams and her strategies for generating pipeline and revenue within a 90-day timeframe.