Stacking Growth | The B2B Marketing Podcast

Balancing Budget Between Brand and Performance Marketing

14 snips
Jul 8, 2025
In this insightful chat, Dale Harrison, an expert in brand and performance marketing, shares his wisdom on effective budget allocation. He emphasizes the renowned 60:40 rule—allocating 60% to brand efforts and 40% to performance-driven campaigns. Dale explains how consumer memory influences advertising in B2B markets, particularly through long purchase cycles. He also discusses tailoring marketing strategies based on the maturity of brands and the importance of adapting approaches as market dynamics shift.
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ADVICE

The 60-40 Budget Rule

  • Allocate about 60% of your marketing budget to brand and 40% to performance as a general rule.
  • Adjust this ratio based on your brand life cycle and industry nuances for better results.
INSIGHT

Memory Decay Affects Brand Effectiveness

  • Brand advertising is less effective for products with long purchase cycles due to memory decay.
  • This requires more frequent brand advertising to maintain awareness until purchase.
INSIGHT

New Versus Mature Brands Advertising

  • Newer brands need more performance advertising to generate active sales leads.
  • Mature brands rely more on brand ads since memories require fewer exposures to refresh.
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