How to balance brand building & short term targets
To solve the biggest, most complex B2B marketing problems you have to blur the lines between intuition and reason. Imagination and logic. The theoretical and the practical. Join Richard and Benedict as they troubleshoot today’s biggest and most pertinent B2B marketing problems with leading specialists, experts and marketing pioneers.
Episode 1: How to balance brand building and short term targets
In the very first Episode of B2B marketing. Solved. David Turner talks to Richard and Benedict about why people need to strike a balance between short term gains and long term brand building, and how you can manage the pressure from various departments that can be too to focused on demand generation and sales activation.
Companies and boards are looking for predictability and they want that predictability to be driven by marketing.
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