#20461
Mentioned in 4 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.
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
Mentioned in 4 episodes
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.
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.
11 snips
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.
11 snips
Marketing Truths: The Multiplier Effect Explained with System1
Recommended by 
Mason Cosby , referencing research on the balance of brand building versus sales activation.
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
Mentioned by Mason Cosby as a source of data outlining the balance of brand building versus sales activation.
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
