Not all brand campaigns have direct, measurable ROI. Justify their cost by tracking "soft ROI," such as increased employee pride and retention (e.g., employees on billboards), positive candidate feedback during interviews, and using tools like Gong to track how often the campaign is mentioned in sales calls.
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For content without direct attribution, prove its value by systematically collecting qualitative feedback. Create a 'Trophy Room'—a document with screenshots of positive social media comments, Gong call mentions, and Slack messages—to tell a compelling story of impact beyond hard metrics.
The key to justifying brand marketing isn't a perfect dashboard, but internal education. A marketing leader's primary job is to explain to the CFO and sales team that buying decisions are not linear and are influenced by multiple, often unmeasurable touchpoints over time.
For strategic brand plays that don't generate direct revenue, the primary metric for success is usage. High, consistent utilization of a resource like a free studio proves it delivers tangible value, justifying the investment through brand loyalty and differentiation rather than a P&L statement.
DoubleTree's CFO reportedly hates the free cookie program because its ROI is impossible to prove. However, it functions as a powerful "talk trigger," generating priceless word-of-mouth marketing and brand loyalty. This proves the most effective brand initiatives often defy direct performance metrics.
Data shows that adding brand marketing to a performance-driven engine can increase median ROI by 90%. The persistent tension between brand and performance stems from short-termism and the allure of easily measured clicks, creating a false dichotomy between two essential functions.
To measure the combined success of brand and ABX, track metrics in layers. Look at short-term ABX results (pipeline influence) and long-term brand signals (share of voice). The magic is connecting them: prove that accounts with high brand engagement also show better ABX response rates, demonstrating the multiplier effect.
To get buy-in from financial stakeholders, translate the 'soft' concept of brand love into hard metrics. Loved brands can command higher prices, maximize customer lifetime value, and reduce customer acquisition costs through organic advocacy, proving brand is a tangible asset.
Leading marketers confidently invest in high-cost, low-measurability channels like billboards and physical books. They understand that reaching a concentrated target audience builds brand in a way that can't be captured by direct attribution but drives long-term pipeline.
Position marketing as the engine for future quarters' growth, while sales focuses on closing current-quarter deals. This reframes marketing's long-term investments (like brand building) as essential for sustainable revenue, justifying budgets that don't show immediate, direct ROI to a CFO.
Instead of chasing perfect attribution, recognize that customers will explicitly tell you how they found you. At Drift, prospects on sales calls would frequently mention being fans of their podcast. This qualitative data from the front lines is often the most direct and powerful measure of brand impact.