In this episode we sit down with two marketing leaders who are redefining how we measure marketing impact in healthcare. Adrianna Hosford from Artera and Lauren Burke from AMPS share their journey from basic “vanity metrics” to sophisticated revenue attribution models that prove marketing’s true business value.
Discover why the buying cycle is actually 3-4x longer than the sales cycle, how to measure the “dark funnel” using an iceberg methodology, and why prospects with 5+ high-touch marketing moments close deals faster and bigger. Plus, learn innovative techniques for using AI and conversation intelligence to uncover hidden attribution insights.
This episode is packed with actionable strategies for B2B healthcare marketers ready to transform their measurement approach and demonstrate clear ROI to leadership.
Key Topics Covered:
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- Guest Introductions and Background (00:00:00)
- The Problem with “Vanity Metrics” (00:02:00)
- Buying Cycle vs. Sales Cycle (00:05:00)
- Measuring Marketing Influence (00:07:00)
- Categorizing Touchpoints (00:10:30)
- Persona-Based Channel Optimization (00:14:30)
- The Iceberg Methodology (00:16:00)
- Uncovering Hidden Attribution (00:18:00)
- Executive Reporting and Storytelling (00:21:00)
- Team Accountability and Culture (00:26:00)
- Multitouch Attribution Philosophy (00:30:00)
- Future Tools and Technologies (00:33:00)
- Advice for Marketers (00:36:00)
Interested in learning more about meaningful KPIs for your marketing activities? Explore this topic in greater depth in our detailed blog post.
