Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the first episode, covering why brand and performance are both important elements to consider in your overall B2B marketing strategy.

They explore why companies must establish a presence in buyers' minds before they come into the market and highlight the cognitive differences between memory formation and responsive actions in marketing. Dale explains that 80-85% of B2B buyers have a pre-existing set of brands in mind before they even begin their purchasing journey, making brand recognition crucial. He also explains the science behind brand marketing that works to establish durable memory structures through distinctive brand assets like logos, mascots, and jingles, which create lasting emotional connections. Performance marketing, on the other hand, is focused on eliciting immediate actions from buyers, functioning best when informative and action-oriented.

Tune in soon for part two of this enlightening episode.

Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing

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Matt Sciannella

Dale Harrison

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