Brand Marketing vs Technical Marketing

What makes a good marketer in 2017? In my role I meet marketers of all shapes and sizes and particularly of late – an interesting dichotomy is evident.

In larger, more established enterprise firms the brand marketer seems to hold most of the cards. They are focused heavily around creating awareness, promoting events and creating pull in the market for their given product and/or service. Often the budgets are large and follow historical spending patterns.

On the other hand – emerging firms are now placing more emphasis on the technical CMO. Compared with brand orientated marketers who focus on the macro vision – technical marketing leaders are focused on the micro numbers.

How much can we improve conversion from our main landing page? What can we do to optimize ad spend on our top 20 keywords? How can we increase MQL’s per quarter?

Technical marketers make their moves based on the marginal improvements which can be measured and tracked. Brand marketers seek to make impact where it can be seen and heard at scale. But are the two mutually exclusive?

In a day and age where buyers are increasingly self-servicing (I recommend reading Steve Casey’s article for Forrester Research)  – the way your brand is represented online is particularly important. Online reputation management can often come with a steep barrier to entry governed by price – thus many of the startups which grow on to achieve post Series C status – are fueled by marketers who have strength in less of the branding and more of the technical aspects of the trade – using data driven strategies to measure, compare and iterate without wasting capital.

In a digital economy governed by search – brand now evolves from online content. Thus if technical marketing is functioning cost-effectively to broaden reach, increase net customers and to use success stories to create advocates; brand awareness online should inherently follow suit.

We still need our more conventional brand marketing – to influence analysts, reach people through print, TV and video, to adjust for incorrect market bias or to take ground from competitors – but in an increasingly digital world – natural selection is seeing that slowly but surely more technically orientated marketing leaders are floating to the top of the funnel.

Thus for marketers today – I suggest attempting to measure the efficacy of technical marketing in influencing brand through more qualitative data such as surveying leads in relation to their origin and post sale by asking questions around what lead to their buying decision. If you find that you have strengths or deficiencies in these areas adjust spend accordingly to influence more decision makers. On the other hand – recording qualitative data around net number of mentions on social, monitoring web traffic around brand pushes and measuring success of partner channels can help to quantity brand related momentum.

About The Author

Dailius Wilson

Dailius Wilson is the 24 year old founder of WolfofYorkStreet.com – helping the world's top SaaS companies to optimise their sales and marketing efforts. Dailius is currently a Director at TrustRadius and a digital blogger at increasemyonlinebusiness.com. Dailius was named as one of the Top 30 Entrepreneurs in Australia for 2015 by Anthill Online and was ranked in the Top 100 SEO Experts in the World. Dailius has also been a guest on the Ellen Degeneres Show and has over 10,000,000 views on Youtube