Brand marketing efforts usually get discredited because it's hard to measure revenue. How do you build a business case to invest in it, and what should you do first as a SaaS product?
5 Answers
Aurora Solar SVP of Marketing • 5y
Great question. I'd say the core of this problem is that Marketing has to play a role over the short, medium, and long term. And often time, brand marketing efforts requi...
1961 Views
No doubt, the ROI of a billboard is hard to measure. But when it comes to brand marketing, you need to be crisp around the metrics. In marketing you'll either need to sol...
872 Views
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Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
This is always a challenge but in a lot of ways, I think it comes back to understanding that your brand isn't just what YOU say it's what the community says about you. Da...
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SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3y
I agree: measuring the impact of brand marketing efforts can be challenging. Below is a summary of the approach we've taken at Momentive to measure our progress against b...
646 Views
AudiencePlus CEO • 6y
I think anyone who discredits brand as a function of growth is living in an early 2000s era of B2B marketing that doesn't exist anymore. The truth is that behind every lo...
2623 Views