Power Digital Marketing

Tying ANY form of measurement to a lagging indicator causes you to underestimate the impact of top of funnel tactics. The most common use case for an incrementality study or a marketing mix model is to understand the relationship between marketing activity and revenue. There's an input output relationship, usually: • Incremental revenue = iROAS • Incremental customers = iCAC • Incremental leads = iCPL These things are all lagging indicators because they only measure the very end of the chain of a line of decisions. Tons of people "mentally" convert before they actually buy. (This is the basis of the mental availability model and category entry points). In other words, when your life event TRIGGERS something for you to go and make a purchase -- I have an event coming up so I need a new set of slacks, for example -- you go into purchase mode. But prior to that purchase mode, there are BRAND velocity metrics. More than 80% of consumers say that they already have a shortlist of brands in mind when they're making a purchase decision. This means (and has been proven many times) that brand metrics -- awareness, favorability, consideration, etc -- lead to purchase outcomes. You see this research most strongly in B2B in which marketing is less emphasized, but brand credibility and word of mouth is almost everything. What's the so what? • Brand metrics (Awareness) eventually lead to revenue • Measuring only toward revenue is a lagging indicator • Some tactics generate short term brand lift • Those same tactics usually have "poor" revenue This has to do with just the laws of statistics and how marketing mix models work, and over what time period they can get a statistically clear read on the cause and effect of certain activities. This means that if you're in an industry where: • You have a long consideration cycle (60+ days) • You have rare life triggering events • You spend on upper funnel tactics (like TV) • Your product is predominantly sold in stores you should be measuring brand impact, and using that to inform your MMM and allocation decisions, rather than relying strictly on an iROAS or iCAC. In the illustration below, you can see that the actual iROAS (delayed effects) is actually many times greater than what an MMM trained off of revenue can detect. #mmm #incrementality #brand

While everyone is pouring more budget into paid… Organic social is quietly becoming the highest ROI channel in B2B. 🤩 It’s one of the most underpriced growth channels in the market right now. Here’s what the data is starting to show: > Paid channels are getting more expensive and less differentiated > 54% of marketers are already seeing ad fatigue hit performance > Buyers are doing more “dark social” research before ever filling out a form > Trust is shifting from brands → to people Yet most companies still approach organic like it’s a morale initiative: + Pizza parties. + Office selfies. + “Happy Friday” posts. That’s not a strategy. That’s noise. When it doubt, try the 3 C's below that I have used for many years. The companies actually winning are thinking about organic in 3 layers: > Content Not fluff. Not recycled blog posts. Actual POVs, lessons learned, mistakes, operator insight. The kind of content a buyer saves because it made them think. > Community Not just posting. Showing up. Commenting. Engaging. Giving value without asking for anything. Online and locally. Events, groups, conversations. This is where brand affinity is actually built. > Culture Your brand is your people. Period. And when your team shows up consistently, it compounds. We’re seeing this play out clearly: Employees who actively participate in organic social drive 5x–10x more engagement than brand channels alone. Not because of reach hacks. Because of trust. That’s the unlock most companies miss. Organic isn’t a content problem. It’s a participation problem. If your team isn’t part of the story, your brand will always feel like an ad. The next wave of B2B growth won’t come from better targeting. It’ll come from companies that turn their people into the most credible media channel they have.