Summary of "The Dangers of 'Wrong-Termism' with Liam Moroney"

Episode Title: The Dangers of "Wrong-Termism" with Liam Moroney
Host: Elena Jasper
Co-Hosts: Angela Voss, Rob DeMars
Guest: Liam Moroney, Founder of Storybook Marketing
Release Date: July 22, 2025

Introduction

In this insightful episode of The Marketing Architects, host Elena Jasper welcomes Liam Moroney, the founder of Storybook Marketing, to discuss the pitfalls of "wrong-termism" in modern marketing practices. The conversation delves deep into the challenges facing marketers in the tech industry, the importance of integrating long-term brand strategies with short-term performance goals, and the evolution of brand measurement techniques.

Understanding Wrong-Termism

Elena initiates the discussion by referencing Tom Roach's 2020 critique, "The Wrong and the Short of It," which introduces the concept of wrong-termism—the false dichotomies prevalent in marketing such as brand versus performance and long-term versus short-term strategies. Roach argues that these oversimplified binaries harm marketing effectiveness by preventing the harmonious integration of different strategic aspects.

Liam Moroney echoes this sentiment, emphasizing the need for campaigns that drive both short-term and long-term growth. As he states at [00:00], "a significant amount of people who are in marketing are in no way trained to be a marketer. They are a marketer in name only."

Crisis of Confidence in Tech Marketing

Liam shares his crisis of confidence experienced within the volatile tech startup environment. Having worked in companies ranging from small startups to large enterprises, Liam observed a prevalent focus on performance-driven marketing aimed at quick exits rather than sustainable growth.

“I think there's a lot of very unnatural things happen in the tech industry that a lot of people are probably not that aware of or certainly lose perspective of,” Liam explains at [04:05]. This environment led him to question the efficacy of demand generation strategies that prioritize immediate results over foundational brand building.

The Shift to Brand Marketing in B2B Tech

Realizing the limitations of the existing demand gen mindset, Liam founded Storybook Marketing to bridge the gap between short-term performance marketing and long-term brand strategy. He highlights that in the tech industry, brand marketing is often neglected or misunderstood, with many companies believing that a superior product alone can drive growth.

“There was a bit of a love obsession with the product more than the customer,” Liam notes at [11:14], underscoring the misconception that product-led growth suffices without a robust branding strategy.

Making Brand Tangible: Share of Search and Metrics

One of the pivotal solutions Liam introduces is the Share of Search metric, a proxy for brand performance that offers a more tangible measure of brand impact. He emphasizes the accessibility and cost-effectiveness of such metrics compared to traditional brand research studies.

“It's cheap, it is extremely accessible,” Liam remarks at [25:09], highlighting how Share of Search can provide actionable insights into brand positioning relative to competitors. This metric allows marketers to construct a representative view of their brand's market share, enabling informed strategic decisions.

Additionally, Liam discusses the importance of interactive dashboards that translate brand performance data into a visual and actionable format, making brand strategies more tangible for executive teams.

Creativity in B2B and the Role of TV Advertising

Shifting focus to B2B marketing creativity, Liam addresses the stereotype that B2B advertising is inherently generic. He points out that distinctive branding is gaining traction among larger tech companies, moving away from the traditional blue-centric and homogeneous brand identities.

“Salesforce brought on the Ehrenberg Bass Institute and they ended up bringing in things like the mascots,” Liam shares at [29:13], illustrating how distinctive brand assets can set companies apart in a crowded market.

Furthermore, he advocates for the inclusion of television advertising in the B2B media mix, challenging the notion that TV cannot be effectively targeted. Liam argues that with advancements in measurement and targeting technologies, TV can play a significant role in brand building.

Contrarian Opinion: Marketers as Tool Operators

In a bold and contrarian stance, Liam asserts that many professionals in marketing are merely tool operators rather than trained marketers. At [33:05], he states:

"a significant amount of people who are in marketing are in no way trained to be a marketer. They are a marketer in name only. And what they really are is tool operator."

This perspective challenges the industry to elevate marketing practices beyond platform manipulation to embrace strategic, research-driven approaches.

Personal Insights and Wrap-Up

Towards the end of the episode, Liam shares personal anecdotes and broader reflections on integrating work and life, emphasizing the importance of curiosity and continuous learning. He advocates for embracing "stupid questions" as a means to foster innovation and prevent complacency within organizations.

“All models are wrong, but some are useful,” Liam reflects, encapsulating his philosophy on the pragmatic application of marketing theories.

Conclusion

This episode of The Marketing Architects offers a compelling exploration of the challenges and misconceptions in modern marketing, particularly within the tech and B2B sectors. Liam Moroney's insights into wrong-termism, the integration of brand and performance marketing, and the importance of tangible brand metrics provide valuable guidance for marketers seeking sustainable growth strategies.

For more insights and to connect with Liam Moroney, visit Storybook Marketing or follow him on LinkedIn.

Notable Quotes:

• “a significant amount of people who are in marketing are in no way trained to be a marketer. They are a marketer in name only.” — Liam Moroney [00:00]
• “There was a bit of a love obsession with the product more than the customer.” — Liam Moroney [11:14]
• “It's cheap, it is extremely accessible.” — Liam Moroney [25:09]
• “a significant amount of people who are in marketing are in no way trained to be a marketer. They are a marketer in name only. And what they really are is tool operator.” — Liam Moroney [33:05]