Recalibrating Brand and Performance Marketing — With Julie Reeves and Noam Dorros

How does a CMO decide whether to pour their strategic energies and resources into performance marketing or brand marketing? And is it really a matter of choosing one or the other? More than ever, reliably growing your brand will depend on your ability to strike the right balance between the two.

In this episode, analysts Julie Reeves and Noam Dorros discuss the interplay between brand and performance marketing. Performance marketing has been the darling of marketing programs due to its ability to generate quick leads and sales based on concrete data. 

As budgets have tightened, marketers have repeatedly relied on this proven tactic. But now, many CMOs are realizing that brand marketing needs a seat at the table. Does turning attention to brand come at the expense — literally —  of performance marketing budgets? Complicating matters, the value of brand marketing is hard to measure and prove ROI. How do you know where to place your bets? How do changing market conditions reframe these choices? 

It’s time to rethink how brand marketing (the art) and performance marketing (the science) can and should work together to drive growth.

Julie Reeves helps clients to better position their brands for success through strategic use of consumer insights and executional considerations. She has a deep understanding of brand strategy, architecture and positioning creation and management in various stages of business maturity across a multitude of industries and competitive situations.

Reeves has served as CMO and general manager, and has led various facets of marketing organizations including brand strategy, insights, creative, and innovation. She began her career in consumer packaged goods, and has held roles in retail, higher education, and high-tech industries.

As a Director Analyst, Noam Dorros transforms data driven insights into actionable opportunities for various clients within the consumable goods sector. Working with top brands in the consumer packaged goods (CPG), personal care, and food and beverage categories, Noam advises on everything from best practices and industry trends to deriving customized digital recommendations that fit various client objectives.

Prior to joining Gartner, Noam spent nearly a decade working at Digital Agencies gaining experience across CPG, retail, insurance, healthcare and automotive industries.