Getting the Balance Right between Direct and Brand Marketing
Wed. Sep 22, 2021 11:00 AM Eastern Time (US and Canada)
NEDMA is focused on direct marketing. And over the past 20+ years, new digital
channels and tools have given marketers an unprecedented ability to target narrow
market segments with relevant offers and evaluate and optimize their campaigns in
near real-time. The result at many companies has been an almost total focus on
what leads and sales marketing is producing this month and quarter.
In this session Louis Gudema will review the latest studies on how the best brands
are balancing brand and direct response campaigns and what the best ratios are for
B2C, B2B, and startups (and what makes these hard to implement in many companies).
Louis will also review:
- The role of creativity and emotions in the best campaigns, with examples
- How long you need to give your campaigns
- Why you need a multi-channel approach
- How important are differentiation (not as much as you think) and brand purpose
- How companies can measure the success of their brand programs
A special emphasis will be put on applying these best practices to B2B companies.
About our webinar leader:
Louis Gudema is a marketing strategist and fractional head of marketing to
venture-backed B2B startups and growth stage companies. He has worked with
companies from MIT startups to the Fortune 25 and launched a SaaS company and
led it to a successful exit. He details his Bullseye Marketing framework in Bullseye
Marketing, which was named One of the Best Marketing Plan Books of All Time,
and he’s also written for The Harvard Business Review, IDG Connect Marketer,
TechTarget, Econsultancy, MarketingProfs, HubSpot, the Content Marketing Institute,
and many other leading business sites and publications. He mentors startups
through MIT’s Venture Mentoring Service and is the head of Boston's Sales and
Marketing Innovators (SAMI).
Join NEDMA Today! Covid-19 offer:
50% or more off membership prices until 10/31/2021
For more information, contact Beth Drysdale, firstname.lastname@example.org.