Balancing Marketing Objectives

Don’t confuse sharing with branding. Last week I had a long convo with a CEO that I manage. It was about how his team suggested raising his personal brand by going hard on social media. He hired a new young hip team for social and PR. Their advice was to start posting all aspects of his life to help brand him and make him more relatable. That might work for them. But when you are a CEO doing over 1 billion in business annually. Raising your profile the right way w def increase opportunity for your company, share holders and family. But if it’s done the wrong way. It can be detrimental. This is not a game! Everything you post is a message. Youre either building equity… or giving it away. Thats why even my posts are very calculated. If Im going to an important event, you might not hear about it until after. If im dealing with a personal problem, you’ll never know. Unless it’s a health matter that we can all learn from. If it involves people I love or my inner circle, it stays protected. If I share a dream or a goal, it’s because I want the right people to see it. the ones who can help build it, not break it. If something is personal to my family or friends, it will never live on social media. Before you post, ask one question: What’s the end goal? • Humor? Show range with intention. • Conflict? Show growth or resolution. • Family moments? Remember the world is watching too. Oversharing without strategy isn’t authenticity. it’s just noise. And noise has no upside. Some things are meant to be protected. Because once everything is public, everyone has an opinion. And not all of them want to see you win. Post with purpose. Remember to Brand yourself on your terms. DJ

Marketing has two big jobs, but we're usually judged on only one. Our job in marketing splits into two parts: Building mental availability: making sure people know who we are and remember us when they’re ready to buy. This is often called brand marketing. Activating demand: making sure that people who are ready to buy choose us. This is typically performance or demand marketing. Here’s the challenge — most of our metrics (MQLs, pipeline, revenue) are tied to demand activation. But brand and demand aren’t separate – they work together. Still, they behave differently and aren’t always easy to measure in the same way. Brand is like staying in shape. You go to the gym, eat healthy, and take care of yourself. You don’t always see instant results, but over time, your body gets stronger. → In marketing terms: We want more people to know us, remember us, and think of us when they’re ready to buy. This is a long-term game. Demand activation is like showing up on race day. You’ve trained for months, and now it’s time to perform. If you’re fit, you’ll likely do well. → In marketing terms: When someone’s ready to buy, our goal is to be easy to find and hard to ignore. Most of the time, our execs care about the race day numbers – leads, opps, deals. That’s fair, because those drive revenue. But if we don’t also take care of our brand (our fitness), performance eventually suffers. So what do we do? We need to measure both. Performance marketing already has clear metrics. But brand often feels fuzzy — hard to prove it’s working. That’s why Share of Search (SoS) is useful. It’s a quantifiable way to track how much people are searching for our brand compared to competitors. It acts like a “brand scoreboard”, so we can see how campaigns are moving the needle, even if the revenue impact comes later. So: Use performance metrics for activation (leads, opps, CAC, etc.) Use Share of Search as the north star for brand Run both in parallel, and know that each supports the other Two different motions. Two different metrics. One goal: revenue growth.

If you over-curate & overthink your personal brand to perfection, your engagement will be dead! You see them everywhere—polished, poised, and perfectly positioned personal brands. Yet, their engagement is flat. Their audience? Passive. This is the"Perfect Persona" Effect—where people curate an online brand so flawlessly that it becomes unrelatable. And science backs this up. 📌 A study from Harvard Business Review found that leaders who share their struggles increase trust by 66% compared to those who only share polished success. 📌 Social psychologist Dr. Elliot Aronson’s "Pratfall Effect" proves that people perceive those who show vulnerability as more likable than those who appear perfect. The brands that win aren’t the ones that look flawless. They’re the ones that feel real. This is how we work this out with SackBerry clients: 1. Show the process, not just the results. ❌ “We grew our business 10x in a year!” ✅ “We struggled for months with zero sales—here’s what finally worked.” People relate to struggles, lessons, and real journeys. Share the how, not just the highlight. 2. Write like you talk. The easiest way to sound human? Read your post out loud. If you wouldn’t say it in a conversation, rewrite it. 3. Share your unpopular opinions. The fastest way to stand out isn’t to blend in. Take a stance. Challenge industry clichés. Say what others won’t. 4. Use the “3-Post Rule” to create trust. Your content should rotate between these formats: A personal story (human connection) An actionable insight (expert credibility) A polarizing take (sparks discussion) 5. Don’t fear the “mess.” -Not every post needs to be perfect. - Test new ideas. - Share drafts. - Build in public. People love watching something unfold in real time. So, tell me—what’s one thing you wish more people shared online? #PersonalBranding #Authenticity #BuildingInPublic #ContentMarketing

Brand vs. Sales: Why most get it wrong. Most businesses I talk to, especially in B2B, get in a dangerous cycle… and they don’t even realise it. They pour money into lead generation, paid ads, and promotions because it’s easy to track, CEOs love it, and it delivers instant gratification. This is what I call buying attention. It works, but the second they stop, the attention disappears. So, they spend more. And more. And more. And some more... Until they’re trapped in an expensive game with no way out. The fix? Brand. Not logos, not colours. But real brand-building—the kind that makes customers come to you, that reduces acquisition costs. The kind of brand that makes that company top of mind when the need arises. The problem? Brand takes time. It’s harder to track, and most CEOs lose patience before it starts working. But once brand starts working, you hit the brand flywheel—an upward momentum that attracts the right users and cuts costs across sales, marketing, hiring, and retention. It’s a balance game. Neither extreme works. Too much focus on short-term sales burns money and makes it very hard to stand out and earn trust. Too much focus on brand without activation leads to slow, painful growth. That’s why the strongest businesses do both... in parallel. They buy attention for quick wins and generate attention for long-term dominance. Binet & Field’s research proves it: 60% brand, 40% sales. Start branding today to make the sales of tomorrow easier.

Regardless of how great your ideas are in your virtual sales pitch, webinar, or team meeting… People are most likely checking their email, browsing social media, or working on other things while you present. How can you prevent that and actually get your audience to pay attention? Here are 4 of the most powerful techniques we use for our own virtual training courses: 1. Win the first five seconds According to research from the University of Toronto, people need only five seconds to gauge your charisma and leadership as a speaker. In virtual environments, this first impression is even more critical. To establish instant rapport: - Keep your posture open and inviting (avoid fidgeting, crossed arms, and closed-off postures) - Use open gestures that welcome the audience into your space - Gesture with your palms showing at a 45-degree angle - Speak with clear articulation and energy from the very first word The quickest way to lose your audience? Starting with tentative body language that signals you’re unsure or unprepared. 2. Design your presentation for virtual viewing When designing slides, assume varied viewing conditions. Design for the smallest likely device and the slowest likely Internet speed. Make your slides accessible by: - Using larger fonts (24-32pt) - Applying higher contrast colors - Limiting each slide to ONE clear idea - Adding more space between lines when using smaller text - Stripping excess content (you can provide additional information in a separate document) 3. Vary your delivery Our research shows the optimal length for linear presentations is just 16-30 minutes, while interactive ones can maintain engagement for 30-45 minutes. People’s attention will go through peaks and valleys during that time, so try these techniques to keep their attention: - Vary your speaking pace (faster to convey urgency, slower to express gravity) - Use intentional pauses to let key points land - Adjust your vocal tone (lower pitch for authority, higher for approachability) - Shift between slides, stories, and data at regular intervals Each change helps reset your audience’s attention and signals importance. 4. Build in structured interaction Don’t make your audience wait until the end of your presentation to interact. According to our research, presentations that incorporate audience engagement through polls, chat responses, or breakout discussions maintain attention longer. For the highest engagement: - Use a variety of interaction types throughout your presentation - Incorporate breakout rooms for small-group discussions - Switch modalities regularly to keep it interesting Remember: In virtual environments, you need to recreate the natural engagement that happens in person. Your virtual presentation success isn’t measured by perfection…it’s measured by action. Master these techniques and your audience won’t just pay attention, they’ll respond. #VirtualPresentations #CorporateTraining #WorkplaceLearning

Do you want to be the smartest person in the room or the most understood person in the room? Over lunch, while catching up with a client, I told her, “I loved watching you in action. You owned that panel. You built on everyone’s ideas, made your other panellists look good, and really engaged the audience. You simplified complex ideas. It was the perfect combination of wit, humour, and stories on stage. Here’s to you!” She glowed, “Thank you! I did, didn’t I? I know I’m not the smartest person in the room.” I replied, “The other panellists (especially the men) were very knowledgeable and made sure the audience knew it. They talked over them. In contrast, you talked to the audience. You met them where they were at, used stories and metaphors, making your answers relatable, which drew the audience in.” Her eyes lit up. “You know what? You’re not the first person to say that. I’ve been getting a lot of requests to speak, and they said my sessions get the most engagement from the audience.” I smiled, “Well, that’s because you connect with the audience through your stories.” When we speak, do we want to show off how smart we are, or do we want our audience to relate to us? Do we want to display our knowledge, or do we want to impart it to others? I’d rather be the latter. Here’s how you can find the balance between being smart and relatable: 1. Use Simple Language: Avoid jargon and complex terms. Speak in a way that everyone can understand. 2. Share Personal Stories: Connect your points to real-life experiences that your audience can relate to. 3. Engage Your Audience: Look at them when you speak. Ask questions and invite participation to make your audience feel involved. 4. Be Humble: Acknowledge what you don’t know. It makes you more relatable and trustworthy. 5. Focus on Value: Always aim to provide value to your audience rather than just showcasing your knowledge. P.S. How do you balance being knowledgeable and relatable in your speaking? #whatsyourstory #storytelling #publicspeaking

I MISSED THE OPPORTUNITIES! There was a time when I would speak at events and not fully seize the opportunities before me. Too focused on the performance of my talk, I overlooked the chance to build my network and meet potential collaborators. I realised I needed to make the most of each speaking opportunity. So I put together a strategy to connect more effectively with my audience, ensuring every interaction could lead to deeper relationships and future collaborations. Here’s how I changed my approach to audience engagement: ONE ↳ Meet and greet networking - I started actively networking with my audience, treating it like a meet and greet. This face-to-face interaction made my presence more memorable and personal. TWO ↳ Resource kit via QR Code - I created a QR code for attendees to scan, giving them access to a resource kit related to my talk, like a parting gift that keeps giving. This could be my slides or additional content to help them take further action. THREE ↳ Business literature - I ensured that everyone could leave with my contact information through well-crafted business literature, making it easy for them to reach out later. FOUR ↳ Collaboration with organisers - I worked with event organisers to feature in their follow-up emails. This not only reinforced my message but also kept my name in circulation among the attendees. FIVE ↳ Post-talk conversations - Staying behind to answer questions or have further discussions showed my commitment to the audience beyond just delivering a talk. And guess what? It worked. These steps didn’t just enrich my speaking engagements; they turned each appearance into a networking opportunity. I started building a strong network, discovering great opportunities, and developing long-term relationships. Now, every time I step off the stage, the conversation isn’t over; it’s just beginning. Engaging with the audience post-talk has taught me that the true value of speaking engagements often comes after the applause stops. It’s all about the follow-up. To anyone looking to make the most out of their speaking opportunities: Don’t just share your knowledge, be ready to build lasting connections. It’s these relationships that will carry your message further and open new doors. To your successes, Zoe

The trust economy is replacing the attention economy.✅ Marketers have long treated data as their superpower- the more you collect, the sharper your targeting. But as privacy laws evolve, that mindset is hitting a wall. New regulations are redrawing the boundaries of what’s fair, ethical, and legal in data use. Hyper-personalisation still matters. It drives relevance, loyalty, and conversion. Yet creating these experiences while respecting privacy has become the new balancing act. The line between helpful and invasive is thinner than ever. The smartest brands are already adapting. They’re moving from surveillance to service - collecting less, but using it better. They’re making consent experiences simple, data use transparent, and value exchange visible. Instead of chasing clicks, they’re building credibility. Here’s what that looks like in practice: 👉🏻 Audit every data point you collect. If it doesn’t add clear value to the customer, drop it. 👉🏻 Be upfront about how and why you use data. Transparency builds confidence. 👉🏻 Trade access for value - early previews, useful insights, or improved recommendations. Privacy is no longer just about compliance. It’s the foundation of modern marketing trust. The brands that will thrive aren’t those who know the most about their customers but those whose customers choose to share more with them. #futureofmarketing

"We need to update our pricing" Every Product Marketer knows that sinking feeling. You're handed a complex pricing project with zero resources, minimal support, and an aggressive timeline. I teamed up with pricing expert Rob Litterst to create the PMM’s guide to pricing. Here's the playbook 👇 👉 Research: Lost deals tell you more than won ones. Study the patterns in rejections, usage data, and expansion triggers. 👉 Strategic Alignment: Test your assumptions. Map features to value. Find your market fit through evidence, not gut feel. 👉 Stakeholder Collaboration: Finance owns targets. Product owns constraints. Sales owns competitive intel. Blend all three. 👉 Execution: Split your focus - internal metrics and timelines, plus external rollout and sales enablement. 👉 Tools: Templates, competitor databases, and frameworks turn strategy into action. Save this framework for when that pricing project next lands on your desk.

This is the paradox of founder authenticity: You must be 100% confident in your direction, yet 100% vulnerable about your weaknesses. It's a tightrope walk that defines great leaders. Most founders get this wrong. They project unwavering certainty, hiding doubts. Or they overshare insecurities, eroding trust. Neither works — you need both confidence and vulnerability. Confidence isn't just saying "we'll succeed." It's showing how you'll navigate specific market challenges. It's having a clear plan for your next funding round. It's knowing your key metrics in real-time, anytime. Vulnerability isn't admitting defeat, but acknowledging that your product has flaws, but you're actively fixing them. It's sharing that you struggled with a recent hire, but here's how you're improving your process. In board meetings, confidently present your growth strategy, then openly discuss the execution challenges you're facing. During team all-hands, passionately share your vision, then admit where you need the team's help to fill your knowledge gaps. In customer calls, proudly showcase your product roadmap, then honestly address the features you're still developing. This balance transforms how you lead: → Turn "I don't know" into "I don't know yet, here's how we'll find out." → Replace "We can't fail" with "If we fail, here's how we'll learn and pivot." → Shift from "I have all the answers" to "I value your input." Remember: People don't follow perfect leaders. They follow authentic ones who balance unwavering vision with genuine humility.