“My passion and what I focus on is what I call Evidence-Based Marketing. We need to be focused on metrics that confirm our marketing campaigns, activities, designs, color choices, font choices, brand personas, and these fluffier squishier marketing concepts. We want to make sure that they have an effect and that effect can be measured.

When I was a lot younger in my career, and I was promoting, "Look at all of the leads we've gotten. We've got all these top-of-funnel leads, and look how good we're doing." I was patting myself on the back. The Chief Financial Officer turns to me and says, "Billy, nobody gets paid in leads. You get paid in dollars. Do you like dollars, or do you like leads?" That stuck with me.

It was a critical learning moment for me: that idea of nobody getting paid in leads. You could transpose that to say; nobody gets paid in the number of logos or brochures you produce, and people get paid in dollars.

Everything marketing does, from brand awareness to identity, marketing campaigns to demand, and lead generation, is still crucial. Still, they have to be measured to be effective so that they can translate into dollars or whatever is the thing that is most important for you and your organization. 

Every campaign that we do, every marketing activity, every spend that we make needs to demonstrate how we are moving the needle. What's the evidence that this is effective?”

- Billy Cripe, VP of Marketing, CIBO

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