I recently had the pleasure of interviewing marketing thought-leader Todd Feldman about his experience blending brand and lead generation tactics to create performance marketing powerhouses. 

 

Todd’s previous roles include CMO of Virginia Credit Union, Head of Social & Emerging Marketing Channels at Circuit City, and Vice President of Marketing for Aaxis, a global ecommerce consultancy. 

 

Todd’s new consulting practice, Four Ten Commerce, helps brands connect the impact of their marketing and digital transformation efforts to the growth of their business.

 

Watch the video to learn how brand and direct response, data-driven marketing intersect, and where you should focus your attention in branding your business (hint: it depends).

 

In this episode, we discussed: 

• Why ‘brand’ matters, even to a performance marketer
• The difference between awareness and preference
• How brand can create a pull-through effect and drive more leads
• The non-linear nature of the buyer journey