Reducing B2B Marketing Cost per Acquisition by Increasing Brand Awareness
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Join Dots Oyebolu as he speaks to Stefan Maritz, currently Marketing Lead at CXL, and Head of Marketing at blackbear at the time of the interview. Stefan delves into the paradox of reducing B2B marketing cost per acquisition (CPA) by increasing brand awareness. He shares insights from his extensive experience in the B2B marketing space, offering valuable strategies for modern marketers.
Key Takeaways:
(02:29) The evolving role of T-shaped marketers in today's marketing teams.
(04:59) The importance of education and perception in brand building.
(06:11) The need for patience and long-term strategy in brand marketing.
(10:18) The significance of creating valuable and engaging content.
(14:08) Creative messaging approaches to make B2B marketing less boring.
(17:32) Building strong brands through thought leadership and adding real value.
(22:43) The importance of organic and direct traffic in measuring brand awareness.
(24:51) The need for a balanced budget allocation between performance and brand marketing.
(28:58) The long-term benefits of consistent brand messaging and perception building.
Resources Mentioned:
Blackbear website
CXL Website
Insightful Links:
https://www.bcg.com/publications/2021/why-brand-marketing-matters
https://www.lean-labs.com/blog/8-essential-b2b-brand-awareness-activities-every-marketer-should-master
https://www.inboxinsight.com/5-reasons-why-brand-awareness-should-feature-in-your-b2b-multi-channel-strategy/
*At the time of the interview, he was employed at blackbear. He has since moved to CXL where he is Marketing Lead.
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