This is part 1 of the blog series, “Accelerated Marketing Growth: A Framework for the Modern Manufacturing Executive.” Curious to dive deeper into this topic? Join DeanHouston for an exclusive webinar on Nov. 20 at 3:00 p.m. ET, and gain valuable insights — register now!
The Gist
- Avoid the two traps: over-investing in brand with no ROI proof, or chasing leads without a strong brand.
- When balanced, brand lifts campaign efficiency—and precise campaigns reinforce brand position.
- Treat marketing as a growth engine, not a cost center.
- Real impact: up to 20% top-line revenue, a more engaged workforce and defensible differentiation.
For many manufacturing executives, marketing can feel like a black box — a mix of tactics, creativity and hope. But when you strip away the noise, modern marketing is actually built on a simple equation: Foundational Brand Marketing + Performance Marketing = Growth.
It’s not just theory. It’s a proven formula for how industrial brands can achieve measurable, accelerated growth — the kind that drives top-line growth and strengthens the bottom line.
“Too many organizations treat marketing like a cost center,” says Jason Kaple, CEO of DeanHouston. “But when brand and performance marketing work together, it becomes a true growth engine. It aligns your entire commercial operation — from awareness to conversion to advocacy.”
Why Balance Matters
Industrial marketing leaders often fall into one of two traps:
- Over-prioritizing brand — investing heavily in identity and storytelling but struggling to measure ROI.
- Over-prioritizing performance — chasing short-term leads without a compelling brand to sustain momentum.
In either case, growth stalls.
When executed in harmony, brand and performance marketing create a compounding effect: the stronger your brand, the more efficient your campaigns. The more precise your campaigns, the stronger your brand’s position in the market.
“Performance marketing can drive demand,” explains Colton Stombaugh, Executive Vice President of Performance Marketing at DeanHouston, “but it’s brand marketing that defines who you are and why customers should care. One without the other creates imbalance — and imbalance kills efficiency.”
From Math to Momentum
For industrial companies, that equation translates into measurable impact:
- Up to 20% increase in top-line revenue
- A more engaged workforce
- A defensible competitive advantage grounded in differentiation
Growth, in this model, isn’t luck — it’s engineered.
The Takeaway
Industrial marketing is evolving from random acts of promotion to a disciplined, strategic function. The companies that win are those that understand the formula — and commit to balancing brand and performance as equal partners in growth.
“The underlying math of marketing might seem straightforward, almost deceptively simple,” Kaple explains. “However, it’s the unwavering discipline and commitment to consistently execute those principles day in and day out that ultimately separates a merely good marketing effort from a truly great and impactful one.”
Ready to see how the equation works in action?
Join Jason Kaple and Colton Stombaugh for our upcoming webinar, Strategy vs. Execution: Striking Balance for Technical Products and Services Growth. Register now to discover how your industrial B2B brand can achieve sustainable, measurable growth.
Have Questions? Reach Out to These Guys:
- Jason Kaple, CEO, [email protected]
- Colton Stombaugh, EVP of Performance Marketing, [email protected]
- Eric Hirth, VP of Content, [email protected]