• Episode 18: Paul Knegten (Outbrain, Comcast, Beeswax) on Keeping it Simple and Being More Hands-On

  • Feb 6 2025
  • Length: 19 mins
  • Podcast

Episode 18: Paul Knegten (Outbrain, Comcast, Beeswax) on Keeping it Simple and Being More Hands-On

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  • Summary

  • In this episode of '11 Minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang discuss the challenges of B2B marketing measurement and ABM reporting with Paul Knegten, a veteran CMO. They explore why B2B measurement is more complicated than it should be and the importance of personalized, non-automated approaches in effective marketing strategies. This episode offers concrete insights and real-world examples from Paul's extensive experience.


    00:33 Season Focus: ABM Reporting

    01:24 Guest Introduction: Paul Knegten

    02:02 Challenges in B2B Marketing

    02:35 Comparing B2B and B2C Marketing

    03:38 Simplifying Marketing Processes

    04:50 The Role of Data in Marketing

    08:14 Critique of Marketing Automation

    14:16 Personalized Marketing Strategies

    16:58 Conclusion and Future Episodes
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