{"id":202965,"date":"2025-04-24T15:52:05","date_gmt":"2025-04-24T15:52:05","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/atl-vs-performance-marketing-setting-your-team-up-for-success-the-cma\/"},"modified":"2025-04-24T15:52:05","modified_gmt":"2025-04-24T15:52:05","slug":"atl-vs-performance-marketing-setting-your-team-up-for-success-the-cma","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=202965","title":{"rendered":"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA"},"content":{"rendered":"


\n
<\/p>\n

\n

The B2B Marketing Sales Funnel<\/strong><\/h4>\n

\u201cThere is no point doing content or advertising until you figure out what\u2019s going on at the point of purchase.\u201d\u00a0<\/em><\/p>\n

In B2B marketing, we can sometimes lose touch with that most vital instrument \u2013 the sales funnel.<\/p>\n

And unlike B2C marketing, B2B requires a more strenuous application phase. Notoriously, B2B applications tend to be longer and more complicated<\/a>. If you\u2019re a small business customer going through the application process, it\u2019s five to six times longer than what a consumer would need in B2C.<\/p>\n

But as Rupert eloquently stressed, for anyone going into an executive marketing role with pressures to advertise, win business and restructure the team, the first place to harness your attention is unravelling what\u2019s happening in your B2B marketing sales funnel at the point of purchase.\u00a0<\/p>\n

This vital stage of the modern customer journey might involve direct website transactions, online bookings, purchases on apps or in-store, and even your sales team or other marketing materials.\u00a0<\/p>\n

Likewise, while comprehending what\u2019s happening during conversions, it\u2019s also vital to see if all customers starting an application are getting through to purchase.\u00a0<\/p>\n

If this isn\u2019t the case, you must address why.\u00a0\u00a0 \u00a0\u00a0<\/p>\n

Cost-Per-Acquisition (CPA) and Lifetime Value (LTV)\u00a0<\/strong><\/h4>\n

\u201cNo matter what industry you\u2019re in, you\u2019ve got to get an understanding of your cost-per-acquisition and lifetime value.\u201d<\/em><\/p>\n

Whether to your client, employer or executive board members, proving a healthy ROI is essential to support your ATL or performance marketing strategy.\u00a0<\/p>\n

And there\u2019s nothing wrong with taking the easy road to begin with. Acquiring the \u201clow-hanging fruit\u201d with performance marketing, you can capitalise on specific searches relative to your niche to keep your CPA (cost-per-acquisition) nice and low. \u00a0<\/p>\n

After acquiring all the customers you can with niche, specific search terms, it may be time for your business to try expanding its reach and disrupting the general market. At this stage, naturally, your CPA will increase. Rise too far, and you have a flawed B2B marketing strategy because you can\u2019t demonstrate a healthy ROI for your investors. \u00a0<\/p>\n

Putting your marketing strategy in terms of CPA vs LTV provides a logical, pragmatic and cost-effective approach when budgeting appropriately. After all, ensuring the money you spend to acquire new customers is not too high will help maintain your campaign\u2019s sustainability and profitability.<\/p>\n

Build a Brand with ATL<\/strong><\/h4>\n

Now you\u2019re no longer a big fish in the small pool of your market, taking a dip into the big leagues means competing against the elite players in the industry.\u00a0<\/p>\n

Players with big brands and large marketing budgets.<\/p>\n

So, what do you do as a smaller company?<\/p>\n

You need to build a brand.<\/p>\n

Firstly, while securing the budget required to build a brand that can compete on some level with the competitors in your market, you need to invest in ATL marketing.<\/p>\n

Secondly, relate how your ATL advertising or content works in the funnel. For example, the advertising or content might prove successful in the number of leads you generate, but what percentage of these leads are lost in the funnel and why?<\/p>\n

It could be the specifics of your product\/service are not suitable for these new leads. If you\u2019re expanding into different locations, cultures and communities, these sub-markets may have various needs that your current product\/service is not addressing.<\/p>\n

Setting Up Your Team for Success<\/strong><\/h4>\n

\u201cI think marketing is a function that needs community more than any other. You need your team working together, you need them collaborating, you need them exchanging ideas in a way I don\u2019t think exists in operations, finance or IT.\u201d\u00a0<\/em><\/p>\n

As we all know, since the pandemic, working dynamics have shifted, with 25% hybrid, 16% fully remote and 40% in the office<\/a>. In relation to marketing, Rupert stressed the importance of marketers working together.\u00a0<\/p>\n

In an age of a five-generation workforce<\/a>, ranging from 18 and 65 beyond, collaboration is facing its toughest test yet when factoring in hybrid and remote working dynamics. After all, people of different generations sometimes struggle to connect and even interact.<\/p>\n

Therefore, it\u2019s integral for marketing leaders to foster those relationships because they\u2019re potentially the most powerful in your team. When you get professionals with lots of experience combined with digital natives, you can establish brilliant chemistry. However, this is not possible without the input of a team leader.<\/p>\n

From a logistical POV, typically, building a marketing team today will be governed by your product or channel. However, Rupert\u2019s ideal is based on the B2B marketing sales funnel, with each person or team responsible for specific parts of the sales journey.<\/p>\n

For example, people at the top of your B2B marketing sales funnel might deal with your website visits, while the next employee down could be applications, and so on. Each designated team receives rewards and incentives based on the performance of their sections.\u00a0<\/p>\n

This way, performance is judged by what\u2019s happening in the B2B marketing sales funnel, with not just the numbers to prove it, but the numbers to recognise and motivate your team\u2019s performance.<\/p>\n

Improve Your Marketing Expertise With CMA<\/strong><\/h4>\n

For additional insights, awards, and events in the content marketing sector, consider becoming a member of the CMA.<\/a><\/p>\n

From engaging with an expanding global content marketing community, connecting with other industry professionals and staying updated with the latest trends, you can utilise our resources and expertise while helping to shape our agenda.<\/p>\n

So, whether you\u2019re part of an agency or brand based internationally or in the UK, <\/strong>explore the benefits of a CMA membership today.\u00a0<\/strong><\/a><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

The B2B Marketing Sales Funnel \u201cThere is no point doing content or advertising until you figure out what\u2019s going on at the point of purchase.\u201d\u00a0 In B2B marketing, we can sometimes lose touch with that most vital instrument \u2013 the sales funnel. And unlike B2C marketing, B2B requires a more strenuous application phase. Notoriously, B2B […]<\/p>\n","protected":false},"author":1,"featured_media":202966,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[67965,13826,8402,5786,6462,11260,3705],"dealstore":[],"offerexpiration":[],"class_list":["post-202965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-atl","tag-cma","tag-marketing","tag-performance","tag-setting","tag-success","tag-team"],"yoast_head":"\nATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=202965\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The B2B Marketing Sales Funnel \u201cThere is no point doing content or advertising until you figure out what\u2019s going on at the point of purchase.\u201d\u00a0 In B2B marketing, we can sometimes lose touch with that most vital instrument \u2013 the sales funnel. And unlike B2C marketing, B2B requires a more strenuous application phase. Notoriously, B2B […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=202965\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-24T15:52:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=202965#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=202965\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA\",\"datePublished\":\"2025-04-24T15:52:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=202965\"},\"wordCount\":953,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=202965#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png\",\"keywords\":[\"ATL\",\"CMA\",\"marketing\",\"Performance\",\"Setting\",\"Success\",\"Team\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=202965#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=202965\",\"url\":\"https:\/\/fivemor.com\/?p=202965\",\"name\":\"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA - Som2ny Network\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=202965#primaryimage\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=202965#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png\",\"datePublished\":\"2025-04-24T15:52:05+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/fivemor.com\/?p=202965#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/fivemor.com\/?p=202965\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/?p=202965#primaryimage\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png\",\"width\":600,\"height\":400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/fivemor.com\/?p=202965#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/fivemor.com\/?bp_activities=1\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/fivemor.com\/#website\",\"url\":\"https:\/\/fivemor.com\/\",\"name\":\"Som2ny Network\",\"description\":\"Daily Deals\",\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/fivemor.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/fivemor.com\/#organization\",\"name\":\"Som2ny Network\",\"url\":\"https:\/\/fivemor.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"width\":300,\"height\":86,\"caption\":\"Som2ny Network\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"caption\":\"admin\"},\"sameAs\":[\"https:\/\/fivemor.com\"],\"url\":\"https:\/\/fivemor.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA - Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=202965","og_locale":"en_US","og_type":"article","og_title":"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA - Som2ny Network","og_description":"The B2B Marketing Sales Funnel \u201cThere is no point doing content or advertising until you figure out what\u2019s going on at the point of purchase.\u201d\u00a0 In B2B marketing, we can sometimes lose touch with that most vital instrument \u2013 the sales funnel. And unlike B2C marketing, B2B requires a more strenuous application phase. Notoriously, B2B […]","og_url":"https:\/\/fivemor.com\/?p=202965","og_site_name":"Som2ny Network","article_published_time":"2025-04-24T15:52:05+00:00","og_image":[{"width":600,"height":400,"url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png","type":"image\/png"}],"author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/fivemor.com\/?p=202965#article","isPartOf":{"@id":"https:\/\/fivemor.com\/?p=202965"},"author":{"name":"admin","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371"},"headline":"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA","datePublished":"2025-04-24T15:52:05+00:00","mainEntityOfPage":{"@id":"https:\/\/fivemor.com\/?p=202965"},"wordCount":953,"commentCount":0,"publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"image":{"@id":"https:\/\/fivemor.com\/?p=202965#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png","keywords":["ATL","CMA","marketing","Performance","Setting","Success","Team"],"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/fivemor.com\/?p=202965#respond"]}]},{"@type":"WebPage","@id":"https:\/\/fivemor.com\/?p=202965","url":"https:\/\/fivemor.com\/?p=202965","name":"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA - Som2ny Network","isPartOf":{"@id":"https:\/\/fivemor.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/fivemor.com\/?p=202965#primaryimage"},"image":{"@id":"https:\/\/fivemor.com\/?p=202965#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png","datePublished":"2025-04-24T15:52:05+00:00","breadcrumb":{"@id":"https:\/\/fivemor.com\/?p=202965#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fivemor.com\/?p=202965"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/?p=202965#primaryimage","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/RBEDSummit.png","width":600,"height":400},{"@type":"BreadcrumbList","@id":"https:\/\/fivemor.com\/?p=202965#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/fivemor.com\/?bp_activities=1"},{"@type":"ListItem","position":2,"name":"ATL vs Performance Marketing & Setting Your Team Up for Success \u2014 The CMA"}]},{"@type":"WebSite","@id":"https:\/\/fivemor.com\/#website","url":"https:\/\/fivemor.com\/","name":"Som2ny Network","description":"Daily Deals","publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fivemor.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/fivemor.com\/#organization","name":"Som2ny Network","url":"https:\/\/fivemor.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","width":300,"height":86,"caption":"Som2ny Network"},"image":{"@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","caption":"admin"},"sameAs":["https:\/\/fivemor.com"],"url":"https:\/\/fivemor.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/202965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=202965"}],"version-history":[{"count":0,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/202965\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/media\/202966"}],"wp:attachment":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=202965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=202965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=202965"},{"taxonomy":"dealstore","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fdealstore&post=202965"},{"taxonomy":"offerexpiration","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fofferexpiration&post=202965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}