"I don't care about brand. I care about revenue." We've all heard some variation of this countless times.
One of the most pervasive and value-destroying misconceptions held by many business leaders is their belief that brand only — or mostly — matters for consumer products.
“We build serious products that solve serious problems for serious buyers,” say these B2B leaders. “We identify pain and position our solution to alleviate that pain.”
Dials. Emails. Leads. Meetings. Demos. It’s all very logical. Clearly measurable.
Marketers Contribute To The Problem
We marketers are often complicit in this value-destroying mindset. We’re data-driven marketers, aren’t we? We’re modern marketers. We scoff at the old days of billboards, television commercials and ads in newspapers and magazines.
That world is over, grandpa.
We use serious tools to deliver serious messages and to report on every activity taken. “Good” marketers speak the language of MQLs, SQLs, lead scoring, conversion and attribution.
Source: Demand Gen Report