95-5 Strategy: Brand Meets Demand

Shownotes

Tune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy.

Best Moments

• 00:57
  Matthew discusses his professional journey, sharing how starting in client-facing roles shaped his approach to marketing leadership.
• 04:27
  A pivotal discussion on the evolution of customer journeys, emphasizing why traditional lead generation tactics like gated content often fail in today’s B2B landscape.
• 11:50
  Matthew breaks down the 95-5 marketing framework, offering a clear definition and rationale behind focusing on long-term brand building alongside short-term lead capture.
• 18:30
  A creative look at leveraging ads both for immediate lead generation and for long-term brand awareness, showcasing dual-purpose advertising strategies.
• 27:10
  Paul and Matthew share insights on qualitative feedback methods, like asking “How did you hear about us?” to measure the impact of brand-building efforts.
• 33:10
  A forward-thinking discussion on AI in personalization, where Matthew envisions real-world applications like dynamically tailored video ads.
• 39:45
  Matthew highlights the importance of persistence in content creation, inspired by Gary Vaynerchuk’s content strategies and long-term branding philosophy.
• 42:10
  Paul invites Matthew to share resources and mentors, resulting in excellent book, community, and thought-leader recommendations for marketers looking to grow.

About the Guest

Matthew Creswick is an experienced marketing and business leader with over ten years of experience in the HubSpot industry. He has held senior roles, including Regional Managing Director, Chief Marketing Officer, and Chief Product Officer, and has worked across Europe and Southeast Asia.

A certified HubSpot trainer with a Bachelor’s degree in Business Management with Marketing, Matthew has been featured in Content Grip, the Huble Blog, and HubSpot.com. He is also a member of the CMO club in Exit Five and was recognized as an AMCHAM NextGen 2020 Leader.

An active speaker and host, Matthew has presented at GWI Live and hosted multiple GWI virtual events.

Beyond work, he enjoys football, golf, technology, and traveling the world.

Website: https://huble.com/

Connect with Matthew

Episode Summary

Tune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy.

Key Takeaways

• Understanding the 95-5 Framework: 

Focus on being memorable to the 95% not currently buying while effectively converting the 5% in-market.

• Modern Buying Behaviors: 

Buyers prefer independence and typically resist traditional funnel tactics like forms and cold calls.

• Power of Intent Data: 

Leveraging tools like Demandbase empowers marketers to identify accounts actively searching for solutions.

• Building a Memorable Brand: 

Investing in brand equity ensures customers recall you when they’re ready to buy.

• AI’s Role: 

AI enables scalable personalization, like crafting one-to-one tailored content and identifying actionable insights.

Quotes

“Brand isn’t just for billion-dollar companies with Super Bowl ads. It’s the asset that keeps your pipeline alive even when your ad budget dries up.”

Resource Recommendations

Books: 

• Shoe Dog: A Memoir by the Creator of NIKE  by Phil Knight.
•  Purple Cow: Transform Your Business by Being Remarkable by Seth Godin.

Newsletters:

• Exit Five  by Dave Gerhardt.
• Newsletter by Kieran Flanagan from HubSpot.

Shout-Outs

• Gary Vaynerchuk – Chairman – VaynerX, CEO – VaynerMedia, Creator – VeeFriends
• Seth Godin – Founding editor of the Carbon Almanac, blogger and entrepreneur.
• Dharmesh Shah – UK & Ireland Country Director, Present Technologies
• Kieran Flanagan – Marketing (CMO, SVP) | All things AI | Sequoia Scout | Advisor
• Dave Gerhardt – Founder, Exit Five