Recently, most of the marketers I’ve spoken with feel like none of their tactics are working like they used to. There are multiple reasons for this, including the macroeconomy and buyer indifference to traditional tactics, but I believe one of the main reasons is that the demand gen model we’ve collectively built over the last 15 years has been prioritized at the expense of (more traditional) brand building.
When you look at it from an aerial perspective, it’s clear how this happened. Marketers were told to drive revenue, then held accountable to their performance (or lack thereof). This was a good thing, but as a side effect the industry became hell-bent on leads measurement above all else and, as a result, lost the art of building the larger brand.