Balancing Budget Between Brand and Performance Marketing

An episode of the Stacking Growth | The B2B Marketing Podcast podcast, hosted by Refine Labs, titled "Balancing Budget Between Brand and Performance Marketing" was published on July 8, 2025 and runs 24 minutes.

July 8, 2025 ·24m · Stacking Growth | The B2B Marketing Podcast

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Summary

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the third part of the first episode, covering budget allocation between brand and performance marketing. As Dale shares his expertise, he underscores the importance of understanding how consumer memory interacts with advertising and the long-term impacts on sales. He delivers actionable insights, particularly around the renowned 60:40 rule—a guideline suggesting that 60% of a marketing budget should focus on brand, while 40% should aim at performance-driven campaigns. Dale highlights the differences between B2B and B2C strategies, suggesting that certain industries may require shifting this balance based on their purchase cycles. He explores the dynamics of memory decay and its impact on brand effectiveness over long purchase cycles. With real-world examples, Dale breaks down how newer brands differ from mature ones in their approach to performance advertising.Check out our events page to register for the second episode, happening live on July 22. Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison

Episode Description

As Dale shares his expertise, he underscores the importance of understanding how consumer memory interacts with advertising and the long-term impacts on sales. He delivers actionable insights, particularly around the renowned 60:40 rule—a guideline suggesting that 60% of a marketing budget should focus on brand, while 40% should aim at performance-driven campaigns. Dale highlights the differences between B2B and B2C strategies, suggesting that certain industries may require shifting this balance based on their purchase cycles. He explores the dynamics of memory decay and its impact on brand effectiveness over long purchase cycles. With real-world examples, Dale breaks down how newer brands differ from mature ones in their approach to performance advertising.

Check out our events page to register for the second episode, happening live on July 22.

Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing

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Subscribe to Stacking Growth on Spotify and YouTube

Learn More About Refine Labs

Connect with the hosts:

Matt Sciannella

Dale Harrison