DTC Podcast Bonus: Rethinking Profitability: How to Market Like an Investment Banker with Bradley Keefer from Keen
Feb 5, 2025
Bradley Keefer, CRO of Keen Decision Systems, explores innovative marketing strategies that mirror investment banking tactics. He critiques traditional metrics like ROAS, advocating for a holistic approach that emphasizes long-term profitability. Keefer discusses the importance of optimizing funnel strategies, balancing top and bottom metrics, and leveraging the interaction between channels, especially in today’s fast-paced social media landscape with platforms like TikTok. He shares insights on avoiding common pitfalls while harnessing data to navigate marketing uncertainties.
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Marketing as Investment Banking
- Marketers must understand math to justify their existence and budgets.
- They need to think like investment bankers, quantifying brand equity in dollars and cents, not just brand love.
Prioritize Profit, Build Brand
- Brands should prioritize profit, not just units sold.
- Build a top-of-funnel awareness base to achieve profitability and avoid overspending on saturated bottom-funnel channels.
Poppy Soda's Super Bowl Strategy
- Poppy Soda's Super Bowl ad demonstrates a large top-of-funnel investment strategy.
- Other brands successfully capitalized on viral moments, but most fail to leverage shoulders around tentpole events for sustained growth.