Travis Borth

I heard my new favorite term this week: "𝗘𝘅𝗰𝗲𝗹𝘆𝗺𝗽𝗶𝗰𝘀" Where companies do handstands, backflips, and workarounds to get GTM pipeline/funnel data in a reportable format using Excel. If you're past Series A, >$10m ARR, and have ambitions to grow revenue/headcount/etc quickly, you shouldn't be living in spreadsheet hell and doing "excelympics." You really need reporting in your GTM systems to work and not perpetuate a process of: • Pulling loads of different reports into an Excel file • Doing a load of weird stuff to build a useful view of conversion/velocity • Having no one know actually how it works and no ability to repeat the process each month/quarter Put all that busy work into actually fixing the root problem: Your data and process (within CRM and MAP). #gtmoperations #revenueoperations #marketingoperations  

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Great to see awesome partners like Ovative Group driving measurement insight through privacy-resilient methods like mix models to meet the needs of today's performance marketers. It often starts by understanding the value beyond the click, and in this paper they help us understand how they are finding TikTok's impact across the funnel.

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“Amazon reveals an ad relevancy product that hits anonymous customers online without cookies” Hmmm…this should be interesting to see how this plays out in the market. #marketing #anonymous #firstpartydata #postcookieworld #acquisition #identity #amazon #cookies #adtech #advertising

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AnalyticsIQ team members Dan Lescano and Mike Hattub are heading out to Chicago, Illinois for the upcoming P2PI Retail Media Summit from June 25th through the 27th. P2PI's Retail Media Summit brings together the commerce marketing community to help brands and retailers navigate the complicated, rapidly shifting media landscape. It's the perfect opportunity to connect with other professionals, learn about new emerging trends, and hear from some of the best thought leaders in commerce marketing. If you plan on attending, be sure to keep an eye out for Mike and Dan so you can say hello! #RetailMediaSummit #RetailMedia

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2-4X the average meeting rate from #ABM targeted accounts. I LOVE this hard metric from Hillary Carpio from Snowflake in her latest chat with Workato. Is this the lift your team is seeing from account-based targeting? Would love to hear what lift rate folks are seeing below. #demandgeneration

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In an ABM Done Right Podcast, Mark Stouse, CEO of ProofAnalytics.ai mentioned that the analytics show that #ABM has a greater impact at the middle and bottom of the funnel than at the top. Yet most organizations do not think about how they will strategically accelerate accounts toward revenue. They do not think about how they can use ABM to drive a buying consensus across the organization. In fact, Mark Stouse said that most ABM content and campaigns work against the objective of ABM as it promotes “self-interests” vs. “team interests”. In the Personal ABM: An Account-Based GTM Firm case study below, you'll read how CNBS Software (an eCommerce platform) went beyond pipeline with ABM to drive a consensus and wins with B2B manufacturers. https://lnkd.in/gsGdRR22 You can see more ABM case studies at: https://lnkd.in/emPcUrZr

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Ever since I entered B2B marketing, I've always been bogged down by never being able to understand the true impact of each marketing touchpoint on the customer journey. Joining RevSure was a decision rooted in this passion. At RevSure AI, we have a team of data scientists and engineers who are committed to redefining attribution and shaping the future of how businesses understand and optimize their marketing efforts. RevSure's advanced attribution models go beyond traditional methods. We're leveraging AI/ML to provide deeper, more accurate insights into what truly drives conversions and revenue. This is not just about measuring success—it's about empowering businesses to make smarter, data-driven decisions. Do check it out.

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Lots of discussion about Google deciding to roll back cookie deprecation. The narrative in MarTech has been focused on what this does or doesn’t confirm re: the shift from 3p to 1p data. My opinion is: not much. 3p cookies are still an incomplete identity tool and of the trends affecting the shift from 3p to 1p data, cookie deprecation was always a less important thing than the fact that walled gardens relied on their own tags, consumer focus shifted to social media, overcrowding has increased the importance of customer retention, etc. What hasn’t been discussed (at least as much in my echo chamber) is what this means about Google’s shifting strategy amidst the growing importance and competitiveness of Cloud and having to play defense for their core product against GenAI. While the Wiz acquisition seems to have fallen apart due to antitrust, the attempt validates the above premise. MarTech and AdTech shifts are much more dependent on consumer and macro shifts. Cloud and AI are related disruptive forces that will continue to shape the next several decades. These obviously aren’t mutually exclusive decisions, but my view is that Google views Cloud as a more strategic investment of time and (clearly) resources. This signals both a coming change of strategy over the long term and a hedge against a decline in search revenue over the medium term.

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Hot take: Data enrichment is a commodity. We all need data for contacts in our ICP, and we have TONS of options. Picking X data provider vs Y data provider comes down to: 1. What’s the price? 2. What is the difference in accuracy? If the delta of 2) isn’t that big, price wins. Or they choose both. What makes using multiple data sources even more difficult is that your ops team has to operationalize each source. And then it’s still on the rep to sift through multiple sources and update everything manually. There needs to be a better way. Enter Generative Prospecting and RightBound. Picture marrying: CRM LinkedIn Email Phone To create an automated process that delivers data from all the sources, for all your priority accounts: Autonomous list building CRM insights and monitoring Contact enrichment CRM enrich and insights Account prioritization and discovery Let reps spend all their time selling Minimize time ops people spend on list building and integrations and instead spend their time growing You need more effective and efficient systems and automation than ever today. Simplify prospecting. Learn more about how Rightbound is changing the game by hitting me up. #paidpartner #rightbound #ai

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📦 Attention CPG brands: Innovid's 2024 Advertising Insights Report for CPG is here! Stock up on these must-have insights to drive improved outcomes with CTV + digital, including shoppable ads 🛒 ➡️ https://bit.ly/3zy8lWv #CPG #CTV #Advertising #VerticalBenchmarksWeek

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When you’re the CMO of 5 different companies you leverage voice enabled conversational AI to deliver high quality leads to your various sales teams. Of course when one of those companies is a conversational AI company you get to write the scripts and prompts at 3:30am! Revmo AI Providertech

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/ersmGJBu

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Curious about how top brands are modernizing their marketing measurement? Join us for CYE Episode 8: “Modernizing Measurement to Fit Today’s Marketing Data Needs” featuring James W. Warner, Field CTO of Advertising & Marketing at Snowflake, along with John Wallace, Co-Founder & CEO of LiftLab, and Jon Lorenzini, VP of Marketing Science at LiftLab. 🗓 August 27, 2024 // 11AM PT | 2PM ET What’s in it for you: ▶ The latest trends in privacy, AI, and Martech/Adtech ▶ Proven strategies to turn data into higher ROI ▶ How to optimize your media spend for maximum impact Don’t miss out—register now and gain insights that can elevate your marketing game! 👉 https://lnkd.in/dR7k36gf If you won’t be able to join live, still make sure you register to receive the recording in your inbox. #CurveYourEnthusiasm #MetricsThatMatter #BeyondIncrementality

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If your team is using Google Universal Analytics (the version of Google Analytics before the current GA4), good article here to check out. #Google #Analytics #GoogleAnalytics #marketing #insights

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I started in marketing ops 14 years ago. The complexity in MOps is 10x what it was. Here are 5 reasons why: (1) More tech, more processes, more data Companies have been building a very complex and interconnected tech stack, processes, and data for a long time now. This leads to a situation where it's very easy to fix one problem in one place and create a problem in another. (2) The SaaS downturn  The last few years have been rough on SaaS companies. In response, teams and funding for Ops got cut. This meant that the required investment into GTM ops has been no where near enough for 2-3 years. The result is poorly implemented tech and bad data. (3) Tech debt The above two issues lead to tech debt. Most companies only pay the interest on their tech debt and not pay down the debt itself. Navigating tech debt makes any new project way more complicated. (4) Team turnover Ops has always been a high turnover role. Add in layoffs. And it's like you've had a dozen different contractors try to build a house after one another. That story doesn't end well. (5) More stakeholders Because of the downturn more stakeholders are involved in projects. On one hand, this is good for alignment. On the other hand it adds a lot of chefs in the kitchen. So, what do do about all this: (1) Pay down your tech debt (every new project should factor in deprecating old data/automation) (2) Retain and empower your team (give your ops team the budget and resources they need for the difficult job they have) (3) Reduce accumulated tech (get rid of shelfware, deprecate old processes, consolidate tech) Not an exhaustive list. But a good start.

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I’m hearing from a lot of brands that the struggles with ASC+ are real. New customer acquisition rates are taking massive hits and brands are hurting. New customer rates gapping down by up to 80% from ASC+ campaigns destroying efficiency and margin profiles. Brands need alternative channels… and we're about to see CPMs go through the roof with election cycle. They’re going to surge quite simply due to increased demand from political campaigns and limited ad inventory... while businesses raise their ad spend to stay visible amidst heightened competition. It’s the perfect storm for higher CPMs. The pain is only about to get worse. Guys, spin up Disco in less than 45 minutes and target the highest value shoppers in one of the highest intent ad environments on the web (we can exclusively target net-new customers too). 1%-2% Monthly Rev… Guaranteed CAC… Setup in 45 minutes. Let us show you that there are still channels out there that can help. It’s a no brainer. 

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