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FV 13: B2B Attribution, Efficient Growth and the Future of Outbound | Canberk Beker @HockeyStackB2B

Canberk Beker, Head of Growth at HockeyStack, goes into the details of B2B attribution, growth, and marketing in this episode. Speaking from experience in his career, he talks about how data driven decision-making shapes customer acquisition, retention, and referrals. 

Canberk points out how HockeyStack addresses attribution challenges and offers practical advice for adopting accurate models without breaking the bank. The discussion goes into the buyer’s journey, inbound-led outbound strategies, AI’s role in startups, and the evolution of outbound sales. 

He also shares some insider tips on achieving SaaS efficiency, reverse engineering customer funnels, and navigating the pressures of VC funding, all while emphasizing just how important authenticity is in today’s SaaS landscape.

Takeaways:

  • Growth is holistic: Success spans acquisition, retention, and referral, all powered by data-driven decisions.
  • Attribution clarity matters: Tools like HockeyStack, SuperMetrics, and Google Data Studio provide cost-effective solutions for more accurate attribution.
  • Inbound-led outbound is evolving: Focus on website traffic and identifying visitors for better targeting.
  • AI reshapes startups: Tools like ChessGPT highlight the need for authentic, impactful product solutions.
  • SaaS efficiency is key: Reverse engineering customer funnels improves profitability and focus.
  • VC funding pressures: Authenticity and uniqueness are crucial for sustainable startup growth.‍

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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