How to align your brand and performance marketing teams with Jeff Biesman Performance Marketing Insiders
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- Marketing
Welcome to another episode of 3-Minute Marketing, where we interview the world’s top growth marketing leaders and turn their insights into bite-sized TED Talks for your listening pleasure.
Today’s guest is Jeff Biesman, CMO of National Debt Relief. National Debt Relief is the number one provider of debt relief services in the country, as well as the most trusted. Jeff has an interesting background. He started on the brand side of things with stops at Sony, Disney, and Bank of America before transitioning to performance and demand generation roles.
Jeff’s unique background in both brand and performance makes him the perfect person to ask, “How do you align your brand and performance marketing teams?”.
Show notes:
* Performance marketing is what keeps the lights on, puts food on the table for everybody, and grows the business.* When you’re doing a brand strategy, it has to be concrete and connect the shared interests between a customer and your business in a way that filters everything down.* When you’re filtering things through a good brand strategy, you’re clear on how you’re going to say things, what you’re going to say, and who you’re going to say it to.* That’s what every performance marketer wants to be able to do instead of having conversations about things like whether the tone is too aggressive, or having performance marketing be stripped down and declawed.* At National Debt Relief, every conversation is centered around “how can we help each other?” instead of “you can’t say that” or “that doesn’t feel right”. “Feel” is too subjective when you’re developing a brand.* What are the pillars of your brand that you want to speak about? How can you articulate what your business is about in a way that’s easy for consumers to understand? That’s what a great brand should do.
Welcome to another episode of 3-Minute Marketing, where we interview the world’s top growth marketing leaders and turn their insights into bite-sized TED Talks for your listening pleasure.
Today’s guest is Jeff Biesman, CMO of National Debt Relief. National Debt Relief is the number one provider of debt relief services in the country, as well as the most trusted. Jeff has an interesting background. He started on the brand side of things with stops at Sony, Disney, and Bank of America before transitioning to performance and demand generation roles.
Jeff’s unique background in both brand and performance makes him the perfect person to ask, “How do you align your brand and performance marketing teams?”.
Show notes:
* Performance marketing is what keeps the lights on, puts food on the table for everybody, and grows the business.* When you’re doing a brand strategy, it has to be concrete and connect the shared interests between a customer and your business in a way that filters everything down.* When you’re filtering things through a good brand strategy, you’re clear on how you’re going to say things, what you’re going to say, and who you’re going to say it to.* That’s what every performance marketer wants to be able to do instead of having conversations about things like whether the tone is too aggressive, or having performance marketing be stripped down and declawed.* At National Debt Relief, every conversation is centered around “how can we help each other?” instead of “you can’t say that” or “that doesn’t feel right”. “Feel” is too subjective when you’re developing a brand.* What are the pillars of your brand that you want to speak about? How can you articulate what your business is about in a way that’s easy for consumers to understand? That’s what a great brand should do.