June 2021: Post-pandemic Marketing Mix: Branding + Performance Marketing

Many corporate treasury and finance marketers dramatically accelerated their use of digital marketing during the pandemic, focusing on lead-generation and other performance marketing tactics.

But as a recent article in the Harvard Business Review points out (Ten Truths About Marketing After The Pandemic) as we move forward there is a strong need to balance brand/product awareness and performance marketing to achieve the best results.

Many companies are bringing their customer relationship (CRM) team closer than ever to their media teams to see the full continuum more easily and realize efficiencies,” writes the author, Janet Balis who heads consultant E&Y’s CMO practice.

“It will be important for companies to leave space for both brand and performance marketing given that bottom funnel strategies drive top funnel goals and vice versa. Simply put, they work better together,” she says.

I couldn’t agree more. And this is a key reason why Treasury & Risk is now offering a new Integrated Marketing Hub solution.

We’re offering branding and awareness with a big-time promotional program that drives prospects to four of your brand/product assets on an interactive content hub. And we offer performance marketing via a lead-gen program and a follow-on ad program that provides air cover as your sales team follows up on the leads. (Click here for details). And all of this is project managed for seamless execution.

As always, if you have any questions, please feel free to contact me via email at [email protected]. And lastly, as usual, please read on to find the latest corporate treasury and finance industry developments that are most important for marketers to know about.