THE ONLY PPT A CMO NEEDS TO SECURE MORE BRAND BUDGET
Fear, uncertainty, and doubt: investigating the barriers to B2B brand-building progress in 2023
SO, YOU WANT TO SECURE
BRAND INVESTMENT…
But no matter how you’ve framed it, your board just isn’t willing to sign off on budget.
We’ve seen this story before and we’re here to help. At Transmission, we’re on a mission to elevate the role of Marketing to the board – and that includes ensuring the C-suite understand the benefits a long-term approach to brand building contributes to sustainable business growth.
The ONLY PPT a CMO needs to secure more brand budget is a deck breaking down exactly how to make the case for greater brand-building investment, packaging case studies and proof points from some of the greatest minds in marketing effectiveness in ways we know boardroom executives are receptive to.
All you have to do is use the arguments we provide or lift the slides in the stripped-back version of the deck directly to secure the brand budget you know your organisation needs.
WHY DO B2B BUSINESSES NEED TO INVEST IN BRAND?
Most of your buyers aren’t in-market today. But they will be in the future, and that’s where brand building helps.
Investing in brand helps strengthen your business’ pricing power and puts you among a buyer’s initial consideration set – increasing the chances of a future purchase.
WE BREAK DOWN:
- How to best address your in/out-market buyers
- Why future demand impacts business value
- How to think about risk-adjusted value
- Why brand memorability is so important
- The business case for ESOV investment
- How brand strengthens pricing power
WHAT IMPACTS BRAND PERFORMANCE AND BUSINESS GROWTH MOST?
Ensuring your brand remains memorable and positively associated with the right purchase situations helps to create future demand that contributes to long-term profitability.
Whether through creative standout in the market or your approach to media, brand impacts business growth. You just need to show how.
WE BREAK DOWN:
- Category entry points (CEPs)
- The use of emotion in messaging
- Category fame
- Creative distinctiveness
- Media approach
HOW DO YOU ENSURE BRAND PERFORMANCE?
Whether through continuous tracking or clearly attributing how the marketing function is contributing to long-term business growth, ensuring your brand performs to the best of its ability is a key step in securing greater brand-building budgets.
WE BREAK DOWN:
- How to track and measure your brand’s performance
- What to look out for when optimising your creative
- How to attribute your media correctly and why
