Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies.
He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution.
He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consistent messaging.
About Brand Metrics
Brand Metrics’ is a technology company measuring brand lift at scale. Brand Metric’s unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com
About Sean Adams
Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry.
He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics.
Time Stamps
00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics 00:02:46 - Overview of Brandmetrics 00:03:56 - Understanding Brand Lift 00:05:30 - Challenges of Last-Click Attribution 00:11:22 - B2C vs. B2B Brand Measurement 00:12:45 - Importance of Brand in B2B Marketing 00:14:02 - Advice for B2B Marketers on Branding 00:16:16 - Examples of Brand Lift Success 00:20:43 - Brandmetrics Marketing Strategy 00:24:36 - Quickfire Questions: Marketing Advice 00:27:02 - Contact Information and Closing Remarks
Quotes
"Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics.
“One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics.
“If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics.
Follow Sean:
Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/
Brand Metrics website: https://www.brandmetrics.com/
Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
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