_{The FounderVideo Podcast Episode 13 with Canberk Beker.}

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In this episode, Canberk Beker, Head of Growth at HockeyStack, discusses the challenges and insights related to B2B attribution, growth, and marketing. He shares his experiences and learnings from his career in growth, the impact of data on decision-making, the role of HockeyStack in solving attribution challenges, and the importance of understanding the buyer's journey. Canberk also highlights the misconceptions around attribution and provides practical advice for transitioning to a more accurate attribution model without the need for expensive tools. The conversation covers a wide range of topics related to sales, marketing, and the SaaS industry. It delves into the challenges and opportunities of inbound-led outbound, the impact of AI on startups, the efficiency of SaaS companies, and the importance of reverse engineering the customer funnel. The discussion also touches on the evolution of outbound sales, the role of authenticity in achieving go-to-market fit, and the impact of VC funding on startup growth.

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TAKEAWAYS:

- Growth encompasses various aspects of the customer journey, from acquisition to retention and referral, and requires a data-driven approach for decision-making.

- Data plays a crucial role in validating ideas and strategies, and understanding the buyer's journey is essential for effective marketing and attribution.

- HockeyStack's innovative approach to attribution provides clarity and insights, addressing the challenges of traditional attribution models.

- Transitioning to a more accurate attribution model can be achieved through practical and cost-effective methods, such as leveraging tools like SuperMetrics and Google Data Studio for data analysis. Inbound-led outbound approach is evolving with a focus on website traffic and personal identification of visitors.

- The impact of AI, especially tools like ChessGPT, on startups and the need for authenticity in product solutions.

- The challenges of SaaS companies in achieving efficiency and profitability, and the importance of reverse engineering the customer funnel.

- The influence of VC funding on startup growth and the need for a more authentic and unique approach to achieve success in the SaaS industry.

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FounderVideo Podcast Ep. 13: Canberk Beker, Head of Growth at HockeyStack (https://hockeystack.com/)

"B2B Attribution, Efficient Growth and the Future of Outbound "

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Brought to you by: https://foundervideo.io

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TIMESTAMPS:

‍00:00 Why growth is not just marketing

‍03:25 Data-driven decision making analogy

‍06:20 How Canberk helped Cognism grow revenue by 2.6x

‍10:35 What can you do with HockeyStack and why it isn’t just an attribution tool

‍17:06 Demand gen vs lead gen and revenue-driven marketing

‍23:32 Key insights from the 16 reports Canberk published and feedback on them

‍35:22 What most people get wrong about attribution and how to do it right

‍39:20 Inbound-led outbound, its limitations and evolution of outbound

‍53:07 SaaS magic number, end of GAAC era and VC landscape

‍58:34 Rule of 40 vs 33222 rule and why SaaS has become so inefficient

‍1:03:37 How to get go-to-market-fit in the efficiency era

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TAGS:

FounderVideo,Founder Video,Will Martin,growth,marketing,data-driven decision-making,buyer's journey,Hockey Stack,challenges,insights,misconceptions,practical advice,sales,SaaS,inbound-led outbound,AI,startups,efficiency,go-to-market fit,VC funding,B2B Attribution

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