Stacking Growth | The B2B Marketing Podcast Brand and Performance: Jobs to be Done
Jul 1, 2025
Dale Harrison, a branding and performance marketing expert, shares insights on the critical interplay between brand recognition and actionable marketing strategies. He highlights that 80-85% of B2B buyers already have brands in mind before they shop, making brand positioning vital. Dale explains how distinctive assets like logos and jingles forge lasting emotional connections, while performance marketing drives immediate buyer actions. Tune in as he breaks down the science behind memory formation in marketing and the need for a balanced approach to engage today’s buyers.
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Pre-Consideration Key In B2B
- About 80-85% of B2B buyers start with a pre-existing set of 2-3 brands in mind before entering the market.
- About 90% of final purchase decisions come from that initial consideration set.
Brand Creates Durable Memory
- Brand marketing aims to implant durable memory associations linking brand assets to product categories and buying situations.
- Distinctive brand assets must be unique enough to avoid confusion and trigger correct brand recall.
Mascots and Jingles Boost Recall
- Salesforce pivoted to animal mascots like Astro to create memorable brand identifiers.
- Alka-Seltzer's "plop plop fizz fizz" jingle from the 1940s remains memorable decades after its last commercial aired.