Attribution Is Broken: How Runa Measures What Actually Matters | Joana Rocha, Director Of Growth Marketing, Runa Market Like A Fintech podcast

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

10d ago 45:21

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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/podcast

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack
Our website: https://www.fintechmarketinghub.com/
Our podcast: https://www.fintechmarketinghub.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/

Key topics discussed:
Cultural adaptation
Empathy in marketing
Measuring results in B2B marketing
The Importance of Personal Branding
The Hidden job market

Timestamps:
00:00 Introduction
02:46 Joana's Experience in China
04:13 Cultural Adaptation and Marketing Insights
05:57 The Role of Empathy in Marketing
07:52 Introduction to Attribution Challenges
12:07 Account-Based Marketing (ABM) Strategies
19:58 Tools and Techniques for Tracking Marketing Impact
24:30 The Decline of ROAS Accuracy
24:45 The Shift to Multi-Channel Marketing
25:34 Challenges in Measuring B2B Marketing Impact
27:22 Maximizing Limited Marketing Budgets
31:30 The Role of BDRs in Marketing
34:27 Creating Effective Marketing Content
35:55 Introduction to Tech Talk
37:11 Navigating the Tech Job Market
38:49 Challenges in Marketing Job Applications
41:14 The Importance of Personal Branding
42:54 The Hidden Job Market
44:11 Conclusion and Upcoming Events

About 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.

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