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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.
47:26
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Quick takeaways
- Brands need to shift their focus from short-term metrics like ROAS to long-term value measurement to ensure sustainable profitability.
- A balanced marketing strategy, advocating a 70-30 split between brand-building and direct response, leads to better overall results for growth.
Deep dives
Empowering Marketers to Justify Their Role
Marketers often struggle to justify their existence and budgets in a rapidly changing marketplace. The podcast emphasizes the importance of quantifying the impact of marketing efforts to empower marketers in their decision-making. By illustrating the value of marketing beyond just expense, Keen aims to shift the narrative, enabling marketers to feel more confident in their contributions. This empowerment comes from equipping marketers with data analysis tools that allow them to navigate the complexities of market dynamics effectively.
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Discover
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