Episode description

In this episode of Demand, Jonathan Bland sits down with Deirdre Mahon from super{set} to tackle the pressing issue of short-termism in B2B marketing. As marketing teams face increasing pressure to demonstrate immediate ROI, the balance between long-term brand building and short-term performance metrics has become increasingly skewed.

Drawing from her experience at super{set}, a data+AI startup studio that has successfully launched and scaled numerous tech companies. Deirdre shares candid insights about the dangers of prioritizing quick wins over sustainable growth. She explores why brands often treat brand building as an afterthought and how the obsession with immediate metrics potentially damages long-term success.

Key Topics:

- The definition and impact of short-termism in modern marketing

- Finding the sweet spot between brand building and performance marketing

- Practical approaches to balancing immediate results with long-term growth

- Strategic considerations for outsourcing vs. in-housing marketing functions

- Breaking free from the "metrics obsession" while maintaining accountability

Whether you're managing campaigns or setting marketing direction for your organization, this episode will help you think differently about your approach to marketing strategy and execution.