Episode 32 Mastering Marketing ROI: How to Escape the Budget Black Hole

Tech Uncensored - An Altitude Accelerator Podcast

Marketing ROI continues to be a budget black hole.

The advent of digital has created mechanisms for marketing accountability. Before digital, it was difficult to validate the halo effect from television impressions or magazine or print reach. With the rise of digital came services within AdTech, the growth of SEO, SEM, attribution software. now more than ever Marketers have a wide range of opportunities and tools to develop sound ROI model that is trackable.

But here’s the rub, companies are often frustrated by marketing spend by not understanding how to effectively track their return to the pipeline. In larger organizations this is typically a rift between marketing and finance. But even in highly technical startup organizations – they too miss the key step of establishing marketing operations early in their journey.

We welcomed Samantha Lloyd to discuss this. Samantha Lloyd is the co-founder and Managing Director of Skeleton Krew, a marketing agency focused on achieving a strong, high-growth return on marketing activities for business-facing technology companies across US and Canada. Samantha offers over a decade of experience building organic growth, brand, and digital marketing channels for business-facing companies. Samantha acts as Marketing Director or Head of Marketing for various clients in the technology industry.

We discussed how marketing has evolved and how startups should begin to see marketing as a tremendous opportunity to build awareness and brand strength even before they are ready to sell. Samantha believes that by understanding what is important to track and why -- for business growth and properly investing in the correct channels this can make a difference in the success of a business.