Brand & Revenue Marketing: A Delicate Balance

Show notes

Marketing leaders have long struggled with the seemingly conflicting demands of building brand and driving revenue.

In this episode of Marketing Spark, Steve Watt, V.P, Marketing with Grapevine6, talks about the importance of branding, messaging, and positioning as important foundational elements that underpin marketing and sales success.

A highlight of the conversation was how content such as eBooks, case studies, and Webinars should be un-gated (no email addresses required) to drive distribution as widely as possible.

For more about Steve and this Marketing Spark episode, check out the show notes.

Key takeaways

Brand and revenue marketing are not rivals. Done well, brand lifts every revenue metric, and without it a company stays stuck in high-volume, low-quality transactional sales.

Pressure for short-term MQL numbers pushes marketers toward quick wins and away from big content that changes how buyers see their world. Steve blames the metrics and incentives, not the marketers.

Gating content cuts off about 90% of traffic and annoys many of the rest. Ungate content that is good, promote it to the right roles and industries, and measure success by consumption.

Lead to your product, not with it. Good content is valuable even if the reader never buys, and if you strip out the sales pitch and nothing is left, it isn't good content.

Quality content gets a company into the buyer's consideration set before a deal starts. That matters most when the product wins head-to-head evaluations but too few buyers know the company exists.

Brand & Revenue Marketing: A Delicate Balance

Show notes

Tell me what's going on with your marketing.