Ep. 470 | Insights into Balancing Brand and Demand Gen

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
Emily Butler discusses balancing brand and demand generation, sharing insights from her transition from agency to corporate life. Emily also provides tips on understanding customers and measuring success. The discussion covers marketing strategies in the complex aerospace industry and building brand awareness internally.

About the guest

Emily is a Sr. Director of Marketing at Honeywell Aerospace Technologies where she leads a team of demand and digital marketers in the Americas. Emily has 24 years of experience leading high-performing B2B marketing teams. Before Honeywell Aerospace Technologies, Emily was the head of digital marketing and demand generation at a full-service marketing agency working with brands such as Symantec, Spirent, Model N, ServiceNow, BroadSoft, Infovista, Sage, and several startups acquired by Cisco and Oracle.

Connect with Emily Butler

Key takeaways
- The importance of balancing brand and demand marketing, even with budget pressures

- Measuring success through pipeline and revenue, not just MQLs

- Gaining customer insights directly through VoC sessions and sales call participation

- Aligning marketing, sales, and supply chain for transparency on aerospace industry challenges

- Prioritizing moments that matter most in the customer journey

- Building internal belief in your brand message before external campaigns

Quotes

"Your brand really starts with internal marketing. So for your brand to be successful your entire employee base needs to believe the message, they need to live it, they need to breathe it." -Emily Butler

Recommended Resource

Books
Emily recommends the book "The Micro Stress Effect" by Rob Cross as a must-read for high performers and those at risk of burnout.

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