The CMO’s Guide to Unifying Brand and Performance

It’s time to rebalance brand and performance for sustainable growth

Marketing leaders are being pressured to do more with less, chasing the high returns from short term tactical, high intent campaigns. However, these short-term wins come at a cost: they starve brands of future growth and keep us stuck in a never-ending loop of chasing the same customers with diminishing results and increasing costs.

Our next event – featuring a keynote speaker from Reddit – unpacks how to rebalance brand and performance for sustainable growth. Drawing on research from Les Binet & Peter Field, WARC, and Google’s messy middle, we’ll explore why brand building is the essential ingredient most brands are underestimating. 

What to expect

Breaking free of the ‘doom loop’

If the following sounds familiar you might be sliding into a ‘doom loop’:

• In a volatile measurement landscape attribution is askew: returns from bottom funnel activity are inflated
• Budget holders funnel more revenue towards quick wins, ignoring brand building
• With crucial awareness phases of the customer journey neglected, returns diminish
• C-Suite trust in marketing is eroded, and budgets are cut… we find ourselves back at step 1…

This event is about helping brands break that cycle. You’ll walk away knowing:

• Why over-investing in the bottom of the funnel caps your growth.
• How to fix measurement: what tech stack do you need to understand attribution and access better data while respecting privacy laws?
• How to develop a position on measurement as a marketing leader and stand your ground under scrutiny
• How great data can fuel a more effective performance model
• How you can use experimentation to make that growth go further

Expect a mix of evidence, real-world examples, and a dose of humour to show why marketers need to climb out of the basement of the funnel and embrace the long game.

All of this backed by insight from Reddit and Converge, plus Launch’s award-winning team of data, experimentation and paid media experts. 

With special thanks to our lead sponsor Converge.