Why CMOs Are Pulling Budgets from Brand Awareness

Episode notes

This episode dives into why leading CMOs are shifting budget from broad brand awareness campaigns into performance-driven, measurable channels. Lucas and Luna examine a real case: a mid-market SaaS company that cut its TV and outdoor spend by 60% and reinvested in search and retail media networks, yielding a 40% lift in qualified leads. They discuss the structural shift from 'brand first' to 'growth first' marketing, the role of CEO pressure for attribution, and whether brand building is truly dying or just being redefined. Expect concrete numbers, a specific company example, and a nuanced take on the awareness vs. performance debate in 2026. #BrandAwareness #PerformanceMarketing #CMO #MarketingStrategy #BudgetAllocation #Attribution #GrowthMarketing #RetailMediaNetworks #SearchMarketing #SaaS #B2BMarketing #MarketingROI #DigitalMarketing #MarketingLeadership #Business #FexingoBusiness #BusinessPodcast #TheCMOPodcast Keep every episode free: buymeacoffee.com/fexingo

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