When it comes to marketing, everyone has opinions—but few have proof. That's where Professor Byron Sharp steps in.
In this episode, Drew sits down with the globally renowned marketing scientist and author of How Brands Grow to unpack what B2B marketers are getting wrong, what they should measure instead, and why focusing only on in-market buyers is a recipe for decline.
Byron drops truth bombs on:
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Why mental availability drives physical availability (not the other way around)
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How B2B marketers are shooting themselves in the foot with fluffy brand campaigns
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What to measure if you want to track real progress
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Why B2B growth takes time—and how to prove it's working
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