#6025

Mentioned in 5 episodes

The Long and the Short of it

Book •

This book explores the importance of balancing short-term sales activation with long-term brand building.

It provides evidence-based recommendations for marketers to optimize their advertising investments effectively.

The authors emphasize the distinct approaches needed for short-term direct response versus long-term brand growth.

Mentioned by

Ann Marie Kerwin

Mentioned in 5 episodes

Mentioned by

Mason Cosby

as a source of data outlining the balance of brand building versus sales activation.

Episode 166: Misaligned Despite Our Best Intention. How to fix the marketing and sales silos with ABM with Mason Cosby

Mentioned by

Liam Moroney

as the authors of "The Long and the Short of It", a defining book on the relationship between long-term and short-term marketing.

EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success

Mentioned by

Jon Evans

and

Ann Marie Kerwin

while discussing the importance of creativity in advertising.

Marketing Truths: The Multiplier Effect Explained with System1

Mentioned by

Simon Peel

as becoming quite famous in the US.

Selling in Marketing Effectiveness with Simon Peel

Recommended by

Mason Cosby

, referencing research on the balance of brand building versus sales activation.

The One-Page Blueprint for Building a Scrappy ABM Program | Ep. 180

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