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How to prove the value of brand marketing without sacrificing ROI

Martech

Measuring the bottom-line impact of brand-building activities isnt easy, but every company wants and needs to do it. Many organizations over-invest in performance marketing and spend more to achieve the same or even worse results. Why do companies over-invest in performance marketing? The result? Processing.

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How to market your brand to budget-conscious prospects

Hubspot Marketing

While much of your marketing mix doesn’t necessarily need to change, you should meet these buyers where they are and talk to them using language they appreciate. Where should marketers begin? Benjamin Samaey , AI-driven performance marketeer at Benjamin Samaey Marketing , has seen effort as a framing device work well with his clients.

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CFOs want hard numbers, not brand vibes

Martech

Principal Analyst in the Gartner Marketing Practice, specializing in marketing data and analytics, marketing technology and marketing operations. Brand marketing is under the microscope. In 2025, 55% of marketers prioritize performance marketing, compared to 22% focusing on brand.

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Marketers must adapt to a changing world

Martech

This new era of skeptical consumers requires a radical shift in marketing strategy. Marketers must adapt to a world where survival requires a deep understanding of consumer needs; innovation; and a relentless focus on delivering value. The rapid evolution of the digital landscape undeniably disrupted traditional marketing paradigms.

Transform 135
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5 hot B2B marketing trends

SmartBrief - Marketing

Is your marketing brain spinning? I recently put together a brief talk on five top B2B marketing trends for a SmartBrief B2B webinar , and during the couple of weeks or so I spent pulling the trends together, I had to adjust and/or add notes and nuances to nearly all of them. See Ad Age for details.) What does this mean?

Gen Z 112
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When and how to move beyond performance marketing to brand strategy

Martech

Performance marketing is a crucial tool for growing brands, but over-reliance can backfire as competition intensifies. To build a sustainable business, companies should evolve their strategy by leveraging user data to refine positioning and extend their brand identity across channels.

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Why ROI is undermining B2B marketing effectiveness

Martech

ROI in B2B marketing was meant as a noble metric to evaluate the effectiveness of marketing investments. ROI in B2B marketing is distracting us from what drives effectiveness. It’s the entirety of brand plus demand. Once marketing automation systems came along, we had data. Processing.