"Today the most scarce resource that most of us have is attention. Any tool that can break through or can harness attention, whether it's a song, or a brand name, or an image, is truly a multiplier."
According to Lindsay, "There's a distinction that's probably worth making that brand strategy is simply the definition of who you are and what is the promise you bring. So what's the stake in the ground? Why should your customer part with their hard-earned money, or time, or attention for you? So it's really the definition of the value you bring and brand marketing and the tactics for brand marketing and brand awareness building which belong in the bucket of marketing and those can be kind of in conflict, some might say, with your term "lead generation".
Brand strategy is agnostic of tactics, just like your mission is agnostic of tactics, so related but distinct as well, right? So whether it's B2B or B2C being very precise about what is the value you bring your customer is worthwhile, regardless of what kind of company you are and regardless of what stage company you are. If you're a startup and you have a small marketing budget and a small innovation budget, you probably stand to gain even more from focus-- brand strategy is simply a tool for focus. So it's not less useful, it arguably is more useful as long as you're serving human beings who have scarce attention, it's going to be really welcome to have a focus."
This and a lot more! Listen in or read the full transcript on the Heinz Marketing blog starting Mon. 10/21 at 6am PST.
Incremental vs Exponential Thinking: Why It Matters & How to Do It
Lessons on ABM from Inside the Trenches: Fine-Tune Your Strategy for 2020
How Sales, Marketing and Customer Success Can REALLY Co-Exist
Why Culture Plays Such an Important Part of ABM – Advice from Jon Miller
Selling Across Channels and Industries: Hitting Your Number No Matter the Conditions
When Marketing is Led by the Customer: The Economics of the SaaS Business
Taking ABM from 10,000 Feet to the Ground Level
Identifying the right time to PIVOT to a new business model.
Life of an ADR: The Highs, the Lows, Challenges and Career Paths
Secrets to Successful Sales Recruiting – Best Practices, Pitfalls and More
How Conversational Intelligence Can Increase Your Sales
Why Buyers Prefer Working with Inside Sales People - Trish Bertuzzi Podcast
The Death & Bright Future of Marketing Agencies
How to Go from Data Management to Marketing Intelligence - Raviv Turner
Sell Like A Girl - Jill Konrath Talks about Making More Sales in Less Time
The State of B2B Content: What’s Working, Failing & What’s Next
Joe Hyland's Advice: It's Never About You
The Power and Pitfalls of Commercial Insights
From Investment Banker to CRO: Lessons about Career Pivots and Managing Pipelines
The Interior Design Business and Social Media Marketing Podcast: Wingnut Social
Digital Marketing Lab - SMB & Enterprise
Bob Cargill's Marketing Show
Entrepreneur's Not A But B strategy: Marketing, Growth, Business Development
White Hat vs Black Hat SEO Show!
Code and preview