Introducing
Coffee Chats with the Mavuus Sisters 
True ROI of Brand Positioning and Content: How to Persuade Executives to Invest More 
ON-DEMAND SESSION
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The recording of this session is available under the Mavuus Academy

Every marketing strategy typically consists of revenue generating as well as brand positioning efforts. But is one more important than the other?
It’s a well-known fact that it’s much easier to get investment for the pipeline building activities while it can be virtually impossible to persuade executives to invest more into branding and content development (especially during the tough economic times) Why? The challenge of demonstrating ROI of course. 
Business leaders often see content and branding as low-value (or a nice-to-have) because they take the longest to generate results.

Brand is a slow-burn, long-term investment that doesn't generate instant gratification or move the needle right away. It’s a long-term marketing commitment that requires quite a bit of investment upfront before companies can yield the return. And it's always hard to pour money into branding when you need resources to keep the lights on afterall.

So how do you measure the ROI of brand positioning and messaging? 
It always tends to be a mushy answer, something a CEO or CFO may challenge if they want to quantify the impact. 

The truth is this exercise is a mix of the measurable (aka data-driven) and anecdotal (aka belief-driven) evidence.

As always, Mavuus is getting together with marketing experts, Krystal Hauserman, Mark Evans and Jared Blank on Thursday, January 25 at 1pm ET to understand the true definition of branding and content ROI, various methods to calculate the return, as well as explore different approaches when negotiating these tough investments with the executive teams. 


Fill out the form above to sign up for the session. 
During these 60-minutes you will:
    • Learn about various ways to calculate branding and content ROI
    • Understand the difference between measurable and anecdotal evidence
    • Get a blueprint on the most-commonly used revenue vs brand breakdown 
    • ​ Learn tactics used by other leaders when negotiating tough marketing investments 
    • Have an opportunity to share your best practices with branding and content ROI

    Meet The Speakers

    CMO, CRO and Advisory Council 

    Krystal have built & led world class teams for global consumer product and entertainment brands and PE-backed startups, inspiring them to deliver their best work to drive growth & profitability. A trusted parter in the C-suite, she thrives on collaboration and builds clear plans that align with short term and long term objectives and desired outcomes. Forbes Top 50 Entrepreneurial CMO 2023; Insider Chief Marketing Officer to Watch; Brand Innovators Industry Innovator.

    Fractional CMO & Strategic Advisor

    His "90-day Marketing Sprints" empower B2B and SaaS companies to build a rock-solid foundation that drives pipeline, demand and sales. With experience as a Fractional CMO and strategic advisor, Mark specializes in guiding companies on a transformational growth journey. Leveraging his extensive background in brand positioning and messaging and insights as an ex-newspaper journalist and podcaster, he curates strategies that drive marketing and sales success.

    Fractional CMO & Author of the Gobbledy Newsletter

    Senior level digital marketer with deep expertise in B2C and B2B, including e-commerce management, omnichannel implementation and online strategy. 15 years experience creating digital commerce businesses from the ground up, including e-commerce replatforming, site redesigns, implementing omnichannel integrations, and managing full P&L responsibility for large-scale businesses. 

    I'm basically currently a B2B software marketing exec who used to run ecommerce for a large retail company. In short - I focus on online retail and apparel, both as a retailer and software start-up executive. Also, every Wednesday I publish a newsletter called Gobbledy, about the language of software marketing. 

    Marketer. Storyteller. Founder of Mavuus.

    I’m a lover of all things marketing – but if I had to choose a favorite, it would probably be storytelling. I love a good opportunity to thoroughly get familiar with a subject matter (a product, a person, or a brand) and then be able to paint an interesting story that truly engages and captivates the audience.

    Marketing Strategist. Founder of Mavuus.

    Being a highly-driven marketing leader is deeply ingrained into who I am. I find epiphany in building strategies that convert into actions that bring real results. Innovation is at the center of my methods, and I’m always on the hunt for new ways to establish the brand and build meaningful relationships with customers.
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