Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the full recording, including previously unreleased Q&A from the live audience, of the final summer event.
Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms complex financial details into digestible insights, revealing why relying solely on current period revenue versus cost fails to capture the true impact of marketing efforts.
Within this conversation, critical topics emerge around the technicalities of accurately quantifying the "R" (Revenue) and "I" (Investment) in marketing ROI. Dale dissects how traditional methods often overlook time lags between marketing initiatives and realized revenue, especially in B2B environments where extended sales cycles are norm. Through detailed examples, the episode guides listeners on associating past marketing efforts with current revenue, emphasizing the significance of contribution margin and proper attribution of marketing expenses. The discourse further unveils the misconception that brand marketing takes time to produce results, illustrating its immediate and lasting impact, and how historical brand efforts inflate future ROIs.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Connect with the hosts:
Matt Sciannella
Dale Harrison
