Overheard a VP say 'brand awareness is fluffy' and it STILL bothers me

Was at a strategy meeting last Thursday and this VP of Product said brand awareness is just 'marketing fluff.' Dude, we brought in 30% of our leads from a sponsored podcast series last quarter. How do you explain that conversion path without awareness? Anyone else deal with execs who only care about bottom-of-funnel metrics?

2 comments

2 Comments

barbaraw4715d ago

That 30% might not all be from that podcast though - correlation isn't always causation.

perez.willow15d ago

A friend of mine once saw a spike in her Etsy sales right after she mentioned her shop in a local Facebook group. Turned out most of those buyers were actually from a craft fair flyer she'd handed out the week before, not the post at all. Easy to assume one thing caused another, but it's usually more complicated than that.