Attribution Training with Leslie Laredo
Digital marketing is a rapidly evolving field that requires marketers to stay updated with the latest trends, technologies, and strategies in order to succeed. One key aspect of staying ahead in the game is investing in training, as highlighted by Leslie Laredo, a digital marketing trainer with over 25 years of experience in the industry. In a recent podcast interview, Leslie shared her thoughts on how companies can increase their revenue by prioritizing training for their marketing teams.
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Leslie Laredo has trained over a hundred thousand marketing professionals over the last two decades, and she believes that the biggest challenge to multi-touch attribution, a critical aspect of digital marketing, is the refusal to challenge assumptions. According to Leslie, challenging assumptions and constantly upgrading knowledge and skills through training are essential to excel in today’s fast-paced marketing world.
One of the key differences that Leslie highlighted between successful marketing teams and those that struggle is the presence of a learning culture and commitment to training. Companies that prioritize training create teams that excel and are able to challenge assumptions about their business and the marketplace. Leslie shared an anecdote from an NAA (Newspaper Association of America) conference where she encountered proud members of the “dead tree society,” referring to those who were resistant to embracing digital media and its potential.
Leslie emphasized three important aspects of training that she focuses on with her clients: the WHY, HOW, and WHAT. Understanding why certain marketing strategies are important, how they work, and what tools are available to implement them is crucial for marketing professionals to make informed decisions and drive results. Leslie also discussed the evolving landscape of attribution, which has gained prominence in recent years, and how it can help in better decision-making by telling a story of data-driven insights.
She pointed out that institutionalized metrics often create a grey area, where it becomes unclear whose responsibility it is to flag them and implement better measurement practices. Leslie believes that the solution lies in making attribution a ubiquitous part of marketing decisions, using it as a tool to change outcomes and continuously improve performance.
Leslie also emphasized the need for a culture of learning and training in the digital marketing world. She cited the example of Outbrain, a content discovery platform, which dedicates one hour per week for training sessions and encourages employees to share their knowledge. Leslie believes that a training cadence should not be limited to a schedule or budget, but should be ingrained in the company or department culture to foster continuous learning and improvement.
Furthermore, Leslie highlighted that the digital marketing field is constantly evolving, and employees need to be equipped with the right knowledge and skills to keep up with the changes. She emphasized that investing in education and training is essential, and companies should not wait until something goes wrong to try and improve their processes. Learning to fail fast and adapt quickly to changes is crucial in the dynamic digital marketing landscape.
In conclusion, Leslie Laredo’s insights on the importance of training in digital marketing are invaluable. She emphasizes that challenging assumptions, investing in a learning culture, and continuously upgrading knowledge and skills through training are essential for marketing professionals to stay ahead and succeed in today’s competitive landscape. Companies that prioritize training for their marketing teams are likely to see increased revenue and better decision-making, as employees are equipped with the right tools and knowledge to drive results. In the fast-paced world of digital marketing, training is not just an option, but a necessity for staying ahead of the game.
