Balancing Performance and Brand Marketing in B2B
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Dan O’Hara to discuss the need for art and science to not only coexist, but work together in marketing.
Episode 45: Balancing Performance and Brand Marketing in B2B
Nowadays, marketers have access to a wealth of data to make sense of marketing activities. However, even in B2B marketing, strictly going off the data doesn’t provide the whole picture, especially because of how hard it can be to actually track and attribute specific marketing activities. Yes, data has to justify a marketing plan, but any seasoned marketer knows that the most effective strategies combine both art and science. So how do you get that balance?
The way we really demonstrate credibility as a marketing discipline is in the ability to combine that hard-nose data-driven approach with the understanding that you need the long-term brand initiatives in order to really drive consistent commercial success.
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