Conversations with MarTech
As publishers turn to low-value and AI-generated content, they’re missing out on authenticity and original points of view.
Conversations with MarTech is a new series highlighting interesting points of view and interesting roles in the marketing and marketing operations space.
Season 1 of Conversations with MarTech debuts in January 2025. The premier season has already recorded five episodes, including:
- Kara Heater, Director of Marketing for the Savannah Bananas baseball club (What can marketers learn from the Savannah Bananas?)
- Mark Stouse, CEO of ProofAnalytics (What do C-level executives think of their GTM strategies?)
- Len Devanna, VP of Customer Experience of Cortico-X. (Voice agents will change how you think about your brand and website)
- Natalie Silverstein, Chief Innovation Officer, Collectively. (How influencer marketing became an essential channel)
- Mike Rizzo, founder, MarketingOps.com (Want to understand marketing ops? Talk to this guy)
Subscribe to keep up-to-date on all things Conversations with MarTech!
Conversations with MarTech
Is the way we build and measure brands changing?
Marketers have more tools to help build and measure brand than ever before, but understanding the impact of brand marketing remains a challenge for many organizations.
Benoit Garbe is the President of QUINT Advisory, a member of the Tracksuit advisory board and the former CMO of AB InBev.
Garbe sees a massive opportunity today for organizations to reframe brand and, in the process, the role of the CMO and marketing, with marketers acting as the coordinator of all brand activity.
He sees three metrics that are leading indicators of how a brand is performing. They are:
Top of mind: Brands need to be present when someone is thinking about entering your category?
Consideration: Is your brand seen as superior, different, trustworthy and more innovative?
Advocacy: Are people talking about and recommending your brand?
Good news for brand marketers: These metrics used to be measured far down the road. Today, they can be measured closer to marketing campaigns and help them judge success much quicker.
#marketing #brandmarketing #brandbuilding #brandmeasurement #CMO
Host: Mike Pastore, Editorial Director | MarTech.org
Guest: Benoit Garbe | President | QUINT Advisory