Brand can be a confusing, even controversial topic in B2B tech marketing. For years, the industry has been heavily weighted towards performance marketing efforts, focused on near-term results. The game has been about efficiency.
Near-term and efficient are two terms that don't fit will when it comes to brand, and so it is often neglected.<...
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Brand can be a confusing, even controversial topic in B2B tech marketing. For years, the industry has been heavily weighted towards performance marketing efforts, focused on near-term results. The game has been about efficiency.
Near-term and efficient are two terms that don't fit will when it comes to brand, and so it is often neglected.
In this podcast, host Liam Moroney talks to marketing leaders at some of the most brand-forward companies in the industry, to understand how brand does look, and can look, when it's done right.
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