Episode 5 Mat Morrison, Digital Whiskey: Breaking B2B Marketing Orthodoxy

Episode notes

Mat Morrison, co-founder of Digital Whiskey, media agency for the professional services sector, joins us to discuss the challenges of breaking free from entrenched B2B marketing orthodoxies. In this episode, Mat shares his insights on why traditional approaches to B2B marketing—rooted in performance metrics and short-term gains—are holding companies back from true growth. He tackles the persistent struggle to balance brand building with lead generation and offers fresh perspectives on how businesses can rethink their strategies to drive long-term success. Key talking points: The Problem with Performance Overload: Exploring the common over-investment in lead generation and performance marketing at the expense of brand building, and why this short-sighted focus hinders growth. The Brand Advertising Leap of Faith: Why it's so difficult for businesses to invest in brand advertising when it's hard to see immediate returns—and how to navigate that challenge. The 95% Rule: Discussing the reality that 95% of your target audience isn’t ready to buy at any given moment and the dangers of over-targeting the small percentage that is.