Balancing Brand and Performance Marketing

Called to Action is back with Liam Moroney of Storybook marketing to walk us through his journey as a marketer focused on brand and storytelling. He gives his history, philosophy, and advice on how to change your leadership's mindset. Liam draws from his extensive background in B2B marketing to share his experiences in navigating various industries, emphasizing the importance of moving from a 'growth at all costs' mindset to a more sustainable, brand-centric strategy. The conversation highlights key challenges faced by marketers in tech, especially in convincing stakeholders about the value of storytelling and brand awareness. Liam discusses how understanding the fundamentals of marketing and human behavior fosters better brand development and market reach. Stressing the significance of storytelling as a tool to improve brand recall and customer connection, Liam shares strategies for changing leadership mindsets resistant to traditional perceptions. This episode is rich with insights for marketers, challenging existing paradigms and encouraging more proactive approaches in achieving effective growth.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignment #storytelling #brandmarketing______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Liam MoroneyConnect with the hosts:Evan HughesSteph Crugnola

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the full recording, including previously unreleased Q&A from the live audience, of the final summer event. Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms complex financial details into digestible insights, revealing why relying solely on current period revenue versus cost fails to capture the true impact of marketing efforts.Within this conversation, critical topics emerge around the technicalities of accurately quantifying the "R" (Revenue) and "I" (Investment) in marketing ROI. Dale dissects how traditional methods often overlook time lags between marketing initiatives and realized revenue, especially in B2B environments where extended sales cycles are norm. Through detailed examples, the episode guides listeners on associating past marketing efforts with current revenue, emphasizing the significance of contribution margin and proper attribution of marketing expenses. The discourse further unveils the misconception that brand marketing takes time to produce results, illustrating its immediate and lasting impact, and how historical brand efforts inflate future ROIs.Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the final event, and covers all of the specific calculations you need to know to accurately find your Marketing ROI. Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms complex financial details into digestible insights, revealing why relying solely on current period revenue versus cost fails to capture the true impact of marketing efforts.Within this conversation, critical topics emerge around the technicalities of accurately quantifying the "R" (Revenue) and "I" (Investment) in marketing ROI. Dale dissects how traditional methods often overlook time lags between marketing initiatives and realized revenue, especially in B2B environments where extended sales cycles are norm. Through detailed examples, the episode guides listeners on associating past marketing efforts with current revenue, emphasizing the significance of contribution margin and proper attribution of marketing expenses. The discourse further unveils the misconception that brand marketing takes time to produce results, illustrating its immediate and lasting impact, and how historical brand efforts inflate future ROIs.Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison

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 final event: covering where Marketing ROI fails, and digging into the problems with measuring Revenue. Dale and Matt get into the conventional approaches to calculating marketing ROI, highlighting their limitations and presenting a more comprehensive framework. The discussion sets the stage for a robust understanding of marketing's true impact on a business's financial health.Throughout the episode, Matt and Dale critique traditional metrics used by major platforms like Facebook, HubSpot, and Salesforce, arguing that these models fail to capture the real contributions of marketing efforts. They stress the importance of focusing on gross margins rather than revenue, and present a compelling argument for using contribution margin as a more accurate representation of marketing's ROI. The conversation also touches on the historical neglect of brand marketing in favor of performance marketing, particularly in the B2B sector, and the repercussions that this shift has had on long-term business value.Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ROI #return #investment______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison

Evan Hughes hosts Matt Sciannella, Aaron Weekes, and Kyle Taylor to discuss how to integrate Connected TV (CTV) into paid media strategies, particularly for B2B companies. With digital landscapes evolving, the conversation emphasizes the importance of leveraging CTV's unique opportunities for audience reach and targeted awareness. The experts provide a detailed discussion on how CTV not only complements traditional digital efforts but also stands out with its TV dominance, capturing audiences more effectively through non-skippable ads.Throughout the session, the guests dig into the practical aspects of launching a successful CTV campaign. They address the initial budget allocation, common challenges in creative production, and measurement techniques that align with long-term brand objectives. As discussions progress, they highlight the unique advantages CTV offers compared to traditional online advertising, particularly through LinkedIn's platform, citing notable cost efficiencies and advanced targeting capabilities. This conversation serves as a comprehensive guide for marketers aiming to harness CTV's potential in enhancing brand visibility and driving engagement within their target market segments.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #ctv #connectedtv______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Matt SciannellaAaron WeekesKyle TaylorConnect with the hosts:Evan Hughes

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."

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the second event, digging into four different common arguments that CFOs make against brand, including: timing, budget, outdated beliefs about buyers, and misguided thoughts on company scope.  Check out our⁠ events page⁠ to register for the third event, happening live on August 21. Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on ⁠Spotify⁠ and ⁠YouTube⁠⁠Learn More About Refine Labs⁠⁠Sign Up For Our Newsletter⁠Connect with the hosts:⁠Matt Sciannella⁠⁠Dale Harrison

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 second event, digging into Measurement and ROI.  Throughout the conversation, Dale systematically demystifies common misconceptions surrounding brand marketing efforts, particularly in the B2B sector, highlighting why measuring brand ROI can be challenging yet essential. The discussion also uncovers how digital marketing's data-driven approach has changed traditional ROI expectations and how this shift has influenced financial executives' demands for precise outcomes.Check out our events page to register for the third episode, happening live on August 21. Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison

Evan Hughes and Ciara Hopkins host Malin Wijenayake to discuss the 2025 playbook for Paid Social on Reddit.This session focuses on the strategic importance of using Reddit ads for B2B marketing. As the digital marketing landscape evolves, they dig into why Reddit, often overlooked in B2B strategies, can be a powerful platform for reaching untapped segments. Evan highlights the shifting dynamics of Reddit discoverability with Google's data agreement, opening pathways for marketers to re-evaluate Reddit's role in their arsenal.Malin and Ciara discuss the intricacies of using Reddit for brand awareness and engagement in B2B strategies, considering the unique culture and demographics of the platform. Reddit's expansive subreddit structure offers marketers a vast yet specific landscape to target potential clients with precision. They emphasize crafting creative content that resonates with Reddit's audience, leveraging humor and relevancy to break through typical content fatigue. The episode navigates through essential elements like audience targeting, campaign objectives, creative strategies, and key performance indicators, presenting Reddit as a viable option for marketers willing to explore beyond conventional platformsEpisode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #reddit #subreddit #redditmarketing______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsMalin Wijenayake Connect with the hosts:Evan HughesMegan Bowen

Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing Matt Sciannella hosts Dale Harrison in a three part summer event series about the intricacies of Brand and Performance in your full marketing strategy. In this first session, they cover:-The impact of brand and performance in marketing-How to integrate both pillars into your full strategy-Memory, task completion, and psychology of response-Optimizing budget allocation between brand and performance