Balanced Frameworks
By Tequia Burt, Editor in Chief of the LinkedIn for Marketing Blog
“There’s no silver bullet. Half the battle is selecting the right measurement tools, but we must focus on balanced frameworks that tie marketing and business priorities together. Effective strategies are co-developed alongside sales and leadership.” - Kothandaram Venkatakrishnan, Chief Client Officer at Annalect APAC
This remark, featured on our blog last week as part of a roundup of forward-looking perspectives from seasoned marketing leaders, speaks to a central challenge for today’s B2B marketers: connecting the dots between brand and demand, and bridging the gaps between marketing activities and business impact.
This week in marketing, we’re exploring what it really takes to strike the right balance — between brand and performance, data and creativity, long-term growth and short-term results. Because getting it right means making trade-offs, not chasing perfection.
What to Read
Brand vs. Performance Marketing: “Why Not Both?” Says monday.com (Gartner Digital Markets): The team at monday.com rejects the traditional divide between brand and performance marketing. Tom Cox explains how they are instead embracing a unified, data-driven approach that maximizes ROI across the full funnel.
“The majority of our efforts are performance marketing because we believe that performance and brand aren’t necessarily disconnected. We assess and measure channels historically seen as ‘brand awareness’ as performance marketing.” - Ido Kirshenboim, User Acquisition Team Lead, monday.com
The New B2B Marketing Playbook: What's Working In 2025 (Forbes): MasterControl CMO Kelly Starman outlines key priorities for the B2B leader, including the importance of pragmatic investments and staying in front of what’s next.
For Gen Z Creatives graduating into Chaos, B2B Is an Under-rated First Move (The Drum): I loved this piece from Chase Grammer, making the case that working in B2B advertising is a lot more hip and appealing than many early-career professionals might think. “As well as being one of the few growth areas in advertising right now, the work is incredibly interesting, challenging and – believe it or not – purposeful.”
B2B Buyers Need a Reason to Believe, Not a List of Features (MarTech): Overcome the illusion of rationality and lock into the real drivers of perceived value in this positioning primer from Eric Dates.
Recommended by LinkedIn
How Lenovo’s CMO Balances B2C and B2B Marketing in the Age of AI (Marketing Dive): Chris Kelly shares insights from an interview with veteran tech marketing leader Emily Ketchen on how to navigate balancing priorities, integrating AI into marketing, and staying nimble in a noisy environment.
“Agility is the key. There are areas where the world stage is changing, and it’s our responsibility to stay on top of that and ahead of it. We are in the same situation as everybody else, and focused on it and working on it and staying agile and trying to stay ahead of that.” - Emily Ketchen, SVP and CMO, Intelligent Devices Group and International Markets, Lenovo
‘Embrace the Change or Get Left Behind’: Inside the Rise of B2B Influencers (Marketing Week): Reading this article from Amrit Virdi requires a subscription but is worth reading if you’re able, with plenty of insights around the continuing emergence of influencers and creators as a force in B2B.
What to Watch
TopRank Marketing CEO Lee Odden recently chatted with Ty Heath, Director and Co-founder of the B2B Institute, for his Beyond B2B podcast. They discussed Ty’s unconventional backstory, the evolving influencer marketing landscape, creators finding their audiences on LinkedIn, and much more.
What to Know
There’s nothing like an event for bringing people together, and increasingly this tactic is becoming available to businesses of all shapes and sizes. Data from our B2B Marketing Benchmark found that Small and Medium-sized Businesses are increasingly getting in on the action, with more than half saying they planned to grow their presence across both in-person and digital events. Learn more about why SMBs are gaining ground in B2B events.
Make sure to follow the LinkedIn for Marketing Blog for more insights.
simple lại 👍 Bình Thường dễ mà,👍❤️:Miễn là bạn có được tư duy tích cực toàn diện: "Thấy -> nghe -> nói -> biết = Thấy -> biết -> hiểu -> rõ. Con người >tư duy thông thường >tư duy thông minh > tư duy siêu việt❤️Cũng đơn giản lại BT như ăn kẹo kéo thôi mà có gì khó đâu nhỉ 😄😄😄 Cảm ơn ❤️369=0 👍👍 33/6=0❤️Phá Quân❤️" I have no idea Vietnamese am I can speak English 😀😀😀 Thanks I have no clue Vietnamese 😀 because I Love Vietnam's💪💪💪
Author: "Learn How to Build a Brand for Smart People..." Founder: Voice Engine - Team Alignment & Leadership Coaching for Brand Development
1moI see B2B and B2C efforts becoming more intertwined as the economic shift from traditional top-down style marketing and sales continues to migrate into the digital economy. What were once separate departments and disciplines are becoming synced up collaborative efforts. This highlights how the digital economy wants to operate on, or inside of a Collaborative Business Ecosystem. A CBE is where B2B, B2C, and the consumer reside together in what emulates "community" and where feedback loops are critical to success because they are the most rapid way to "inform" iterations of products and services that will inevitably hit bullseyes and make scalability and sustainability a thing again. It's time to retool! For more info check out this article... https://www.linkedin.com/posts/joe-nortrup-24254815b_b2b-b2c-marketingandsales-activity-7282873905424310272-08bW?utm_source=share&utm_medium=member_desktop&rcm=ACoAACZYZ1IBGPp3ztImF6PRQAflUSWQxPU5rvI
OK
THANKS 🤝🏻 🎩
CEO & CMO. Helping Logistics Companies with Business Growth, Lead Generation, and Marketing Strategies
1moCompletely agree that agility is more than just advantage. It’s a crucial skill for survival. Staying ahead means constant adaptation, not just reaction ✅