#186: Brand vs Demand: How to Balance Long and Short-Term Marketing

The B2B Playbook · 2025-06-15 · 28 min

Episode notes

Most B2B marketers are stuck in the short term - chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills. This episode, we break down how to get out of that cycle - without dropping results. We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time. Here’s what we cover in this episode: + Why most marketers default to the short term (and how to break the habit) + The truth about diminishing returns in performance marketing + The role brand plays in lowering CAC and increasing sales velocity + How to map every activity to a stage of awareness using a unified framework Tune in and learn: + Why only 5% of your market is ready to buy - and what to do with the other 95% + How brand building actually impacts the short term too + How to balance your marketing budget (even on limited resources) This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline - without burning your budget or your boss’s patience. - Links + CTAs - Need help running your own LinkedIn Thought Leadership Ads?

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