If there’s one thing you take away from this newest episode of the Growth Machine Marketing Podcast, it’s the importance of following attribution all the way to the end of the funnel: understanding all your marketing metrics, seeing how people progress through your marketing funnel, and then actually meeting them. 

Katie Mitchell, Head of Marketing at UserLeap, is a seasoned marketer with nearly a decade of experience at brands like Campbell Soup, PBS, EVERFI, and more. She joined the podcast to discuss:

• Creating on LinkedIn: It's a platform that's trying to get people to create more content — and so it rewards content, not people with followers. 
• Early stage hiring: Katie is thinking about brand marketing priorities and improving the user experience for UserLeap first. 
• Common mistakes in attribution: Advice for demand generation or performance marketers: make sure to look at total customer acquisition cost (CAC). 
  

We also discussed Katie’s marketing influences, and how she thinks less of work/life balance and more about work/life integration.

0:58 - Katie talks about how she grew her LinkedIn following to over 13,000.

5:15 - On LinkedIn, good content wins.

7:10 - Publishing content is ultimately how you learn about your audience and customers.

9:24 - Individual and company profiles on LinkedIn, and how they differ in their strategies. 

12:24 - What does it take to be consistent with quality posts?

16:36 - LinkedIn as both a distribution channel and content platform. 

17:40 - The long shelf-life of content, and why it’s okay to republish your content. 

20:09 - How UserLeap continuously collects user insights to inform product teams.

25:16 - Paid advertising and the common problem with attribution.

30:58 - Are you relationship-focused vs. results-driven?

32:56 - Katie describes her marketing superpower and work-life integration.

38:26 - Tips for remaining productive. Katie shares a few of her favorite resources.

Links:

UserLeap (7:42)

Devin Reed from Gong (10:13)

Dave Gerhardt (15:13)

Chris Walker (15:25)

Hubspot (24:45)

Ryan Bonnici - CMO at G2 (31:16)

The GrowthTLDR Podcast (40:32)

Dave Gerhardt’s Marketing Group (40:51)

Demand Gen Live (41:06)

Find us on Twitter:

Katie Mitchell: @ksmitchell86

Amanda Natividad: @amandanat

Growth Machine: @growthmachine__