What if your marketing budget could actually build pipeline instead of just plug holes?
In this episode of Revenue Makers, Alana Hass, Head of Integrated Campaigns and Growth Marketing at FireMon, shares her 20 years of experience in B2B tech marketing.
She discusses the value of strategic budget planning, the role of consistent brand messaging in long-term growth, and how marketing budgets should be viewed as investments in trust and pipeline. Alana also explores the evolving landscape of growth marketing and the need for cross-functional collaboration.
In this conversation, you’ll hear about:
The importance of planning marketing budgets for consistency and long-term impact
How brand trust is essential for building pipeline and opportunities
The interplay between brand, demand, and growth marketing
Real-world examples of how consistent brand messaging drives results
Jump into the conversation:
(00:00) Introducing Alana Hass
(02:30) Why marketing budgets should focus on long-term consistency
(05:10) The impact of human behavior on B2B buying decisions
(08:00) How brand trust drives pipeline growth
(11:20) Balancing short-term needs with long-term brand-building
(13:40) The role of cross-functional teams in growth marketing
(16:00) Showcasing brand impact through measurable results
(19:15) Real-world examples of growth marketing at FireMon
(22:00) Aligning marketing and sales for maximum impact
(25:10) How consistent branding shapes strategy and results
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