Myth: You need a big budget

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While there is no denying that it helps, you france b2b leads don’t actually need tons of money or endless resources. Sometimes a larger team or a bigger budget can even hold you back.

Hear me out. Scrappy teams tend to get really creative, out of necessity. They don’t rely on tried-and-true playbooks. They move fast and iterate quickly. Many people assume that without a big budget and team, you can’t go big. The opposite is true. Scrappiness breeds innovation. You can be just as loud and proud, but you have to act with focus and intention.

A LinkedIn post from Braze announcing their presence at the Cannes Lions event

Take Braze, a customer engagement platform (full disclosure: I have several former colleagues in senior leadership roles there right now, so I might be a little biased). Despite only having 1,700 employees, the brand has an outsized market presence. I see them everywhere, and they do a great job of tying a “red thread” (common theme) throughout the entire customer journey, from events to digital.

All of their initiatives tie into the inspiring tagline, “There’s never been a better time to be a better marketer. Be Absolutely Engaging.” From their multi-city roadshow to everything they are doing in digital, their mission to help brands drive engagement is always at the forefront. Braze’s well-orchestrated brand amplification strategy illustrates the power of consistency, and what happens when all of your activations ladder up to the same pillars.

Myth: Paid media is always more important than organic
Don’t get me wrong, advertising and paid media can have a huge role in an effective brand amplification effort. But investing in a massive paid campaign doesn’t always pay off like most marketers think it will. Does that mean you should discontinue your advertising or performance marketing initiatives?