Stacking Growth | The B2B Marketing Podcast

Dale Harrison, a speaker known for his insights on Brand and Performance marketing, joins Matt Sciannella to break down how to accurately calculate Marketing ROI. They explore the flaws in traditional ROI calculations, especially in B2B, where lengthy sales cycles complicate revenue recognition. Dale emphasizes the importance of understanding the timing of investments versus returns, and challenges misconceptions about brand marketing's impact. The conversation highlights how historical efforts can influence future ROI, offering a fresh perspective on measurable marketing success.

Dale Harrison, an expert in brand and performance marketing, joins Matt Sciannella to dissect the shortcomings of traditional marketing ROI metrics. They emphasize that focusing solely on revenue can misrepresent marketing effectiveness, advocating for gross and contribution margins instead. The conversation also critiques marketing methods from major platforms, highlighting the value of brand marketing over short-term performance tactics. Their insights push for a better understanding of marketing's role in enhancing long-term business value.

Matt Sciannella, Kyle Taylor, and Aaron Weekes, all marketing experts specializing in paid media strategies, dive into the world of Connected TV (CTV) advertising. They discuss how CTV enhances audience reach and engagement, emphasizing its non-skippable ads. The trio shares insights on budget allocation, common creative challenges, and measurement techniques. They also explore leveraging LinkedIn for cost-effective targeting, the importance of clear messaging over creativity, and the vital metrics to track for successful CTV campaigns.

From Dreamdata: "Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company.Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the future.Speaking on a recent Attributed Podcast, Megan Bowen, CEO of Refine Labs, broke down the strategy that she believes is now essential for survival and growth.She argues that the "growth at all costs" era is definitively over, and in its place is a more sustainable, holistic go-to-market motion she calls the 'Brand. Demand. Expand.' framework. She explains the specifics of each pillar, including the key metric that makes brand performance measurable, a proven formula for reallocating ad spend, and strategies for turning existing customers into your best growth lever."

In this insightful discussion, marketing expert Dale Harrison tackles common objections against brand marketing, especially those from CFOs. He emphasizes the importance of establishing brand presence before product launches to boost recognition and conversion rates. Dale dives into how different online advertising platforms serve brand strategies, revealing Reddit's unique advantages over LinkedIn. He also debunks the myth that B2B buyers are solely rational, highlighting the critical role of brand marketing in influencing decision-making, especially in niche markets.

In this enlightening discussion, Dale Harrison, a renowned speaker at Refine Labs with expertise in brand and performance marketing, delves into the complexities of measuring ROI in brand marketing. He tackles common misconceptions, emphasizing the importance of showcasing long-term value. Dale critiques the limitations of ROI as a sole metric and offers insights into lift analysis as a vital tool. He also reveals how real-time data can effectively link ad spending to consumer behavior, challenging traditional perceptions of brand marketing's measurability.

Ciara Hopkins and Malin Wijenayake, experts in B2B marketing strategies, dive into the untapped potential of Reddit for advertising. They discuss its unique culture and how to effectively engage community members through authentic content. Topics include leveraging Google's partnership for enhanced targeting and navigating ad fatigue common on the platform. They share creative strategies to resonate with Reddit's audience, emphasizing brand awareness and the importance of measuring ad effectiveness. This insightful conversation reveals why Reddit could be a game-changer for marketers.

Dale Harrison, an experimental physicist turned marketing expert, shares insights on balancing brand and performance marketing. He discusses the importance of brand familiarity in influencing buyer behavior and the challenges faced in B2B branding. The conversation delves into the significance of distinctive brand assets, like logos and jingles, in enhancing memory and recognition. Dale also emphasizes the necessity for strategic budget allocation and the effectiveness of integrated campaigns in driving consumer actions while maintaining brand identity.

In this insightful chat, Dale Harrison, an expert in brand and performance marketing, shares his wisdom on effective budget allocation. He emphasizes the renowned 60:40 rule—allocating 60% to brand efforts and 40% to performance-driven campaigns. Dale explains how consumer memory influences advertising in B2B markets, particularly through long purchase cycles. He also discusses tailoring marketing strategies based on the maturity of brands and the importance of adapting approaches as market dynamics shift.

Dale Harrison, an expert in brand and performance marketing, discusses how these two strategies can work harmoniously. He emphasizes the need for brand ads to create durable memory associations for the 95% of consumers not actively in the market. Dale warns against cognitive overload in performance ads—single, clear calls to action are key. He also shares insights on the pitfalls of generic offers and how rebranding can erase existing memories, highlighting the invaluable role of consistent brand assets.