Episode 198: Why B2B strategy needs a little magick: Escaping the data trap, with Lesniak Swann
Update: 2025-09-05
Description
In this week’s episode of the B2B Marketing Podcast, Kavita Singh spoke to Matt Hicks, Strategy Director, Lesniak Swann to describe the data trap that marketers often fall into when creating campaigns.
In our podcast episode, Matt does validate the importance of data, but stresses that data alone can lead to dogma, and dogma doesn’t make for effective marketing.
The two also chat about everything from why strategists love data so much to the metrics that need to be measured beyond the standard KPIs. If that wasn’t enough, Matt uses a metaphorical sandwich and the great magician Aleister Crowley to explain what a 'magick' moment in B2B marketing looks like. Curious what that means? Listen to find out all.
In our podcast episode, Matt does validate the importance of data, but stresses that data alone can lead to dogma, and dogma doesn’t make for effective marketing.
The two also chat about everything from why strategists love data so much to the metrics that need to be measured beyond the standard KPIs. If that wasn’t enough, Matt uses a metaphorical sandwich and the great magician Aleister Crowley to explain what a 'magick' moment in B2B marketing looks like. Curious what that means? Listen to find out all.
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