Join Dots Oyebolu as he speaks with Ethan Okwara, Group Head Marketing and Corporate Communications at Asset & Resource Management Holding Company (ARM HoldCo).Performance marketing can significantly accelerate growth during the initial phases of business development.However, as brands begin to start scaling, over-investing in this area of marketing often results in diminishing returns.Today, Ethan covers other categories of marketing that companies should stay focused on, along with some recommended KPIs.Highlights include:- Why human-to-human engagement is more important than ever in marketing.- The types of campaigns marketers are running that are causing a loss of revenue.- Examples of great B2C and B2B marketing campaigns.- Is illustrative marketing still relevant today?- How should a $5 million ad budget be spent?- What is the right way to execute influencer marketing campaigns?- Examples of how a brand has used educational leadership to speak to its audience.- Top KPIs for performance marketing.- How marketers can leverage AI to drive performance-based campaigns.Resources mentioned:Ethan Okwara -https://www.linkedin.com/in/ethan-okwara/Asset & Resource Management Holding Company (ARM HoldCo) -https://www.linkedin.com/company/armengage/Insightful Links:https://hbr.org/2023/05/how-brand-building-and-performance-marketing-can-work-togetherhttps://www.theguardian.com/voluntary-sector-network/poll/2011/aug/26/1https://www.thedrum.com/opinion/2020/02/07/the-death-the-marketing-campaign-why-brands-should-rethink-the-dynamics-customerhttps://funnel.io/blog/performance-marketing-vs-brandingThanks for listening to the Marketing Leadership podcast, brought to you by Dots Loves Marketing. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastSEO #PerformanceMarketing #PodcastAds #MarketingStrategy #MarketingIntelligence #PaidMedia