Every few years, someone slaps a new name on the same old thing — and suddenly there's a conference, a certification, and software to go with it. Is account-based marketing actually a discipline, or is it just marketing with a better LinkedIn bio? And if you can't describe what you do without a subgenre, is the subgenre helping you — or just hiding the ball?
Laura Dodds is a digital marketing and demand generation leader and problem-solver-for-hire. She's back on Cover Brand after her breakout run on the On Brand with Jimmy Fallon series for a proper shop talk: the practitioner-level debate about what actually moves the needle in marketing versus what's just posturing dressed up in a framework. The episode covers the proliferation of marketing subgenres, when a new name is genuinely useful versus just tree-peeing, and why starting with the goal and the customer will always beat starting with the system.
The framework isn't the strategy — it's just someone else's tree. Start with the goal. Start with the customer. Everything else is a lever.
Subscribe to Cover Brand wherever you get your podcasts, share it with the colleague who just forwarded you a deck full of ABM jargon, and go deeper at appliedbrandscience.com.
Produced by BiCurean.com
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