In this insightful episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise sit down with Jonathan Bland, co-founder of OmniLab Consulting, to discuss the crucial balance between short-term marketing tactics and long-term brand building in today's B2B landscape.

Jonathan shares his expertise from working with B2B SaaS brands, exploring why marketers are increasingly recognizing the limitations of focusing solely on short-term results. The conversation dives into the "95-5 rule" - the concept that only 5% of potential customers are in-market at any given time, while 95% are not yet ready to buy.

Key Topics Discussed:
🎯 The overwhelming focus on short-term campaigns in B2B marketing
🧠 Building mental availability through strategic brand investment
💰 Rising customer acquisition costs and diminishing returns of performance marketing
🔄 Understanding the intent behind different marketing channels
🤝 How brand and performance marketing complement each other

Jonathan provides valuable insights on how marketers can balance immediate performance needs while building long-term brand equity, sharing examples from his own agency's approach and client success stories.

Timestamps:
00:00:03 - Introduction to Beyond the Billboard podcast
00:00:29 - Welcome and introduction of Jonathan Bland
00:01:05 - Jonathan discusses OmniLab Consulting's focus on paid media for B2B SaaS
00:02:52 - What's keeping marketers up at night
00:03:15 - The problem with short-term marketing focus
00:05:28 - Research on consideration sets and brand investment
00:06:35 - Why brand marketing is becoming relevant again
00:08:05 - Pressure on VC-backed brands to show short-term results
00:09:27 - Tactically approaching brand building in high-growth companies
00:12:14 - The overlap between brand and performance marketing
00:14:36 - How OmniLab approaches brand marketing
00:18:57 - Why channels don't operate in isolation
00:21:11 - Understanding the intent of different marketing channels
00:23:13 - How out-of-home complements digital marketing
00:24:25 - Creative out-of-home campaign examples
00:27:19 - Where to find Jonathan Bland online

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