Automating thousands of micro-tasks...for a macro impact With Louis Holzman

How Altitude Marketing 6X’d Revenue with Smart Automation & Attribution

In the fast-paced world of B2B marketing, efficiency and attribution are the name of the game. Businesses are investing heavily in digital strategies but often struggle to measure their impact. Enter Louis Holtzman, Director of Business Development at Altitude Marketing, who has successfully 6X’d revenue while traveling the globe. In a recent conversation on the NextGen GTM Podcast, Louis shared game-changing insights on automation, attribution, and the evolving digital sales funnel.

The Challenges B2B Marketers Face Today

According to Louis, the biggest pain points marketers face today revolve around:

• Maximizing ROI: With budgets tightening, companies are scrutinizing every marketing dollar.
• AI & Automation Integration: Understanding how AI and automation fit into marketing workflows.
• Data Attribution & Insights: Connecting the dots between marketing efforts and revenue impact.

The common thread? Data-driven decision-making. Companies need to ensure that every component of their digital sales funnel—from website analytics to CRM and marketing automation—is fully integrated and providing real-time insights.

The Attribution Gap: Why Businesses Struggle to Track ROI

What’s stopping businesses from achieving full-funnel attribution? According to Louis, there are two major roadblocks:

1. Disconnected Tech Stacks – Many companies have isolated tools that don’t communicate. Websites, CRMs, and automation platforms need seamless integration.
2. Manual Processes – Too many businesses still rely on time-consuming manual tasks, slowing down decision-making and data flow.

The fix? Automation and integration. Companies that streamline data collection and automate marketing processes gain a clearer view of ROI and make faster, smarter decisions.

How Automation is Saving 40,000+ Tasks Per Month

At Altitude Marketing, automation isn’t just a buzzword—it’s a revenue driver. They save the equivalent of 2-3 full-time employees by automating 40,000+ tasks per month.

What’s Being Automated?

• Lead routing & CRM updates
• Marketing campaign tracking
• Data visualization & reporting
• Customer segmentation & outreach

Why does this matter? These aren't just convenience wins. Automating repetitive tasks leads to faster sales cycles, improved customer experiences, and more closed deals.

The Role of Zapier & API-Driven Automation

Five years ago, most businesses didn’t have the level of integration and automation available today. Now, tools like Zapier enable companies to link thousands of platforms without writing a single line of code.

Must-Have Zapier Automations:

1. Website to CRM Sync – Automatically capture leads from web forms and send them to your CRM.
2. Sales Pipeline Updates – Move leads through stages based on actions taken (e.g., form submission, email open, or call booked).
3. Marketing Attribution Tracking – Track campaign interactions and push data to visualization platforms.
4. Customer Onboarding Workflows – Automatically trigger onboarding sequences for new clients.
5. AI-Powered Insights – Use Zapier to feed structured data into AI tools for analysis and decision-making.

Why Setting a Baseline is Key to Measuring Growth

One of the most common mistakes marketers make? Skipping the baseline measurement.

“If you don’t set a baseline before launching a campaign, you won’t know what actually caused the results.” – Maddie, NextG GTM Podcast

Setting up clear, measurable benchmarks allows businesses to:

• Track progress over time.
• Accurately attribute revenue to marketing efforts.
• Identify what’s working and double down on winning strategies.

The Future: AI, APIs, and a Fully Automated Funnel

As Louis pointed out, the world is shifting towards an API-first technical economy. The ability to connect platforms, automate workflows, and derive insights from large language models (LLMs) will separate the winners from the laggards.

Three Actions to Take Right Now

Before you dive headfirst into automation, Louis suggests taking these three steps:

1. Assess Your Pipeline & Data Flow – Ensure your CRM, website, and automation tools are connected.
2. Build a Culture of Innovation – Have people on your team who are eager to test and implement new technologies.
3. Don’t Be Afraid to Break Things – Experiment, test, and refine your automation setup to maximize efficiency.

Final Thoughts: Why the Tech is the Worst Today That It’ll Ever Be

Sam Altman, CEO of OpenAI, once said:

“The tech is the worst today that it’s ever going to be.”

In other words, every day, automation and AI get better. The businesses that invest in their digital sales funnels today will be the ones that dominate their industries tomorrow.

Are you ready to build a scalable, automated revenue engine? Start integrating, automating, and optimizing now.

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