Newsletter Content

The Friday Concentrate #27: My Two Favorite Marketing Strategies

Jonathan Gandolf

June 20, 2024

The Friday Concentrate #27: My Two Favorite Marketing Strategies

“Is this going to be ROI positive?”

A fellow marketer asked me that question Monday night on a Wrigley Rooftop. That’s the thing about hosting events for marketers. We all want to dig into the event logistics—we can’t help ourselves. But I think my answer might have surprised her. 

“I don’t know. To be honest, I don’t really care.” 

12 months ago, I would have cared greatly. We had just started going to and hosting events. We were measuring everything extremely closely. The ROI was so positive, so fast, we stopped worrying about each individual activity and instead focused on making sure each event had proper planning and follow-up. Then, we trusted the rest would work out. 

Now, events account for sourcing over 50% of our pipeline. 

The truth is, I do care if the event is positive ROI but I trust it’s going to be. We’ve seen it over and over again. 

More importantly, I think it’s the right thing to do. 

The alternative is not doing it—sitting at home, being reactive instead of being in-market being proactive. At a minimum, the event is building relationships, increasing brand awareness, winning hearts and minds, and delighting customers. 

At this point, I can’t imagine not doing it. 

I believe the best marketing strategy is breaking bread. 

I’ve ran a lot of marketing campaigns. But nothing has ever been as consistent and reliable as hosting a dinner with customers and prospects. It’s intimate, it’s authentic, it’s fun, memorable, and, hopefully, delicious.

I’m now ready to add my second favorite marketing strategy: 

Take me out to the ballgame. 

The same holds true. Get your prospects and customers together. Get everybody out of their comfort zone. The conversations will be more authentic and the memories will last much longer than your automated email campaign. 

So there you have it. In the AI era, I’m going to be turning my attention to more in-person events. The market is challenging, fast, and relentless. Let’s all slow down and spend some more time together. 

Break bread. Go to the ballpark. 

I hope to see you on the road in the second half of the year. 

Until next time, 


Fresh Episode of The Content Cocktail Hour:

In this episode, we are joined by PARABLE Brand’s Luke Frazier to discuss the authenticity of marketing, the evolution of B2B content, and the importance of creativity amidst data-driven strategies. Luke also brings a unique perspective on content marketing that challenges traditional B2B practices. From Luke's viral 'Sauna Series' to his insights on building genuine connections, this conversation uncovers the secrets behind successful content marketing.

Fresh Content From The Week: 

Departing from Hype: Understanding AI for Enterprise

From: Goldcast

The one AI conference you need to attend this year, on June 25th, hosted by the AI Marketing Alliance. This isn't just another tech event; it's a focused summit where you'll hear from top minds like Chandar Pattabhiram and Kieran Flanagan.

They'll share insider views on AI in the enterprise and its transformative potential. Expect a mix of keynote speeches, interactive panels, and deep dives into how AI is reshaping marketing from video content to customer engagement.

The 2024 B2B Marketer's Playbook: 12 Winning Strategies and Insider Insights

From: Netline

What does it take to stay ahead of the curve? The sharpest minds in B2B marketing joined forces to help you leverage cutting-edge strategies and optimize marketing outcomes.

"The 2024 B2B Marketer's Playbook: 12 Winning Strategies & Insider Insights" is the essential guide for navigating industry shifts, connecting with audiences, and driving results.

Brand Refresh Strategy for Pipeline Growth

From: SalesIntel

Dive into episode 42 of Pipeline Pioneering: 'Brand Refresh Strategy for Pipeline Growth.' Discover how refreshing your brand can boost your sales pipeline.

Related Resources