in our latest video in our Ripple Effect series from Waves Connects, we follow on our chat with Hew Leith from Grip.

Hew talks about really understanding your customer, what their pains and gains are and not being able to measure everything.

Full transcript is here:
At the end of the day, a lot of B2B marketers want attribution and they want to go, right, is the blog working? How many people have come through from the blog? But if you think of it from the point of view of you being a prospect, when you talk to a salesperson and you end up getting into that conversation with the software company that you want to buy from, you can't remember if you read a blog a year ago and that was the thing that got you thinking about Grip, um, and then eventually six months later you've got an email from us and then you read another bit of content.

Um, and then you went on a webinar, uh, and then you started to talking to a salesperson at an event. You can't remember the original touch point was a blog post that you read. And so a lot of the times this attribution is driven by software companies to say, we want you to buy more of our software to make sure you can attribute everything, but not everything can be.

Attributed, you know, David Ogilvy, said 50% of your marketing budget is wasted. Um, you just don't know which 50%. Um, and that's actually a feature. It's not a bug. That's, that's absolutely fine. The bottom line is if you deeply, deeply understand your ideal customer profile, you know, what their pains are. You know what the gains that they want to be are, how to, you know, really agitate both of those.

So you know about your customer and then you can write really insightful, um, content, blogs, also produce videos, webinars. If you can understand the insights behind what's driving them, they then find out about your content, they consume it, and they trust you. And so they come into your channels, or they come into the top of your funnel by really deeply trusting you as an organization.

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