Liam Moroney

Co-Founder, Storybook Marketing | Full-service demand generation agency

I lead Storybook Marketing, a consultancy that specializes in brand marketing strategy, to help companies become the brand that buyers think of, using an evidence-based approach to marketing.

We offer customized services, consulting, team workshops and training, to level up marketing programs so they are capturing market share and not just leads.

Founder

I'm launching a new content series, and I'd love to invite you to be part of it.

It's called Understanding Demand - not the tactics we do in demand generation, but rather how demand itself works from the market perspective.

Demand is not created by marketing, but by consumers and the market itself, and when the conditions of the market are different, it impacts the effectiveness of marketing more than anything we do.

My belief, and the culmination of my marketing experience, is that when we better understand the market and how it operates, we can do more effective marketing that reflects it.

This series will strongly be part of the content I produce here on LinkedIn, but I'm expanding it into long-form content across a podcast, video series, newsletter, and blog posts to cover topics in more depth.

If this sounds like something you'd like to be part of, sign-up to the mailing list and I'll share the content and updates directly:

https://lnkd.in/ezYkfPHS

Brand Marketer | Storybook Marketing | MarTech contributor

There's a famous quote from the economist John Maynard Keynes, that "the market can remain irrational longer than you can remain solvent."

He was speaking about investing but it has just as much application to marketing, because many a better product has come and gone, failing to change the status quo.

The majority of the market, as it often turns out, will embrace the status quo for a lot longer than the quality of incumbent options would have challenger brands believe.

Change usually happens at the fringe edges of the market, by those risk-tolerant few who are seeking better or segments who are much more underserved than the majority. 

The amount who make up these groups depends a lot on the category, and the current economic conditions surrounding it. But it's here at the fringes of categories that disruption occurs and often where it remains, leaving the center intact.

This is the reality of markets, and it can feel like irrational behavior to those trying to deliver better solutions to real problems.

It's also where marketing is uniquely positioned to help the company succeed. 

Marketing has, sadly, been reduced in its scope across industries, and a major consequence is the inability to develop strategy at a market-level.

We hyper-target for conversion, trusting technology and AI to find the exact people who want to buy a product like ours, but over time have lost the skill to know why many of those same people are unlikely to do so.

Markets are hard to change because most people actively resist risk and change until the cost of doing to becomes higher than the status quo or until a new status quo arrives. 

Budget can easily run out when trying to cause that change through conversion efforts, even when armed with a better product and a strong offer.

The real solution is for marketing to better understand the market - especially about who in it are underserved or unsatisfied and may provide the entry point. And, from there, what needs to happen through brand marketing to prevent a lifetime at the fringe.

That all happens when marketers can gain a bird's eye view of the market in the form of research and understanding, and how to navigate the market dynamics that can feel so very irrational to the non-marketers at the executive table.

There's a very big difference between trying to get someone to start thinking of you and preventing them from forgetting you - and a lot of the brand marketing we talk about is the latter.

Big brand campaigns, the ones that win awards and make waves in the marketing community, usually come from established brands who are trying to create new relevance through playful messaging and exploration of the brand assets.

It's fun to see and discuss, and plenty hard to do well, but it's also the outlier example of what brand marketing usually is.

It has also skewed a lot of how companies think about brand marketing, with it being often thought of as the fun, quirky, and expensive campaigns that rarely if ever talk about the product.

It's no surprise that brand gets neglected in budget talks in favor of more performance marketing when seen only like this.

The truth is that most effective brand marketing is delivering very product-centric messaging, and so it can be easily confused for performance kind - and made ineffective by being pushed to act more like it in the CTA and measurement.

Brand marketing isn't all about trying to make people feel things about you, while performance is about getting them to take action and buy you. 

That's a false choice where one will obviously win out over the other.

Rather, good marketing promotion is about trying to get as many people to know who you are, what you do, and when to think of you, and then performance is all about making sure you don't miss the opportunities that come along as people are ready to act.

That's brand and demand as a cohesive promotional team, working as a combo that is bigger than the sum of its parts.

As opposed to a false set of options you need to choose from, where one is fuzzy and wasteful and the other delivers results efficiently. 

No such reality exists that leads to being a big brand.

Choicely

Leading marketing activities for Choicely.

Choicely is a no-code app development platform for sports, entertainment and media. We help businesses to better engage and monetize their customer bases through advanced digital tools.

Growth Marketing Manager

The Infancy (band)

Songwriter, producer and guitarist for the band.

Amateur Songwriter & Producer

Advance B2B | Growth Marketing Agency

Managing customer collaboration, along with practical work such as paid advertising and marketing automation development.

I also did a brief stint as a Growth Marketing Competence Lead (05-10/’21), that I decided to let go of.

Growth Marketing Strategist

The F Company

Managing client projects and our marketing communications. My work included paid advertising, marketing automation, digital marketing strategy, content strategy.

Neste

The role included responsibility for B2B Marketing in the Finnish market, and the rollout of Marketing Automation.

B2B Marketing Manager

Hands-on digital marketing, mostly for client projects: Paid advertising, Content marketing, Digital Marketing Strategy, Marketing automation...

Growth Marketing Expert

Home

Stay-at-home dad

Provad Oy

Became a manager in a 2-person marketing team.

🔸During this time Provad had become one of the best-known companies in its field, through our consistent and targeted sales and marketing efforts - we also multiplied our website visits per month by 6X
🔸Improving the content marketing and lead generation process I had established, developed lead nurturing flows
🔸Taking part in many developments projects: sales and marketing processes, branding, productization, recruit marketing. We did these together with sales, management and my marketing teammate Elina.

During my time at Provad we grew the company rapidly: from 2.2M€ in revenue and 12 employees (in 2014) to 3,5M€ and 29 employees (in 2017).

Provad was acquired by Visma in early 2019 and became Visma AI Works. Late 2022 the company was acquired again and became twoday AI Works.

Marketing Manager

In charge of Provad's with a strong focus on digital.

🔸Converting the first enterprise customers through inbound leads together with the sales team
🔸Kicking off a consistent content marketing process, growing Provad’s brand awareness and leads through organic social and search traffic
🔸Implementing a new website and Hubspot together with agency partners

Sales and Marketing Coordinator

M-Brain Finland

I worked in media monitoring and assisted in marketing and communications projects.

🔸Marketing content production: blogs, social media
🔸Analyzing and suggesting improvements for the website, social media and measuring efforts (Thesis: Measuring Twitter marketing)
🔸Exceeding target rate of 10 written summaries of articles per hour (media monitoring production for large organizations)

Content Specialist

Liiga on aina liigaa blog

"Can you really do sports betting without just losing all your money?" I had been fascinated by this question for a long while. So I ended up trying it out, by starting to bet on the Finnish ice hockey league SM-Liiga. I searched around the web for professional sports betting methods, analyzed the teams before the start of the season, did some serious Excel work and followed the league closely throughout the season.

To keep myself accountable, and to document and share the learnings, I wrote blogs on my journey, published all my bets before I made them, and share them on Twitter.

I wasn't after followers or readers that much, but I ended up getting 5000 visitors already during the first 3 months of the blog, and 600'ish highly relevant Twitter followers. My blog was followed and recommended by professional sports bettors, and I also had discussions of becoming a professional sports betting analyst/tipster for a major Finnish sports web media.

Oh, and I ended up making a return to player (RTP) of 101%, which means I made a 1% profit on my bets - didn't lose any money over this endeavour - mission accomplished.

Amateur Sports Bettor & Blogger

Growth Marketing at Choicely

Hello, I'm Mikko Latva-Koivisto, Growth Marketing Manager for Choicely.

We build high quality mobile apps using our No Code App Builder for customers in 40+ countries. Our core target audiences include Media, Sports and Entertainment businesses where digital teams want to engage and monetize their audiences with interactive tools and content.

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I help tech companies & digital businesses grow with digital marketing, and using a test-measure-learn iteration process.

On a personal level, I value honesty, empathy and creating a trusting environment. Learning and winning as a team motivate me the most.

I have expertise of a wide range of digital marketing tactics. My strongest suits are growth marketing strategy, paid acquisition in social media, direct response copywriting and marketing automation. I also have a good understanding of content strategy, SEO, and sales and marketing alignment.

I'm interested in digital businesses, tech companies and consultancies that enrich their customers' lives. So far, I have worked with B2B tech companies and SaaS companies the most:

🔸Helping Provad collect and convert enterprise customers from inbound leads. We built the brand into a household name in the field and grew the business from 2.2M€ to 3.5M€ in 3 years.

🔸Helping Praecom get leads, meetings and customers, with The F Company & Praecom team

🔸Helping several B2B companies kick off their growth marketing, helped B2B tech and SaaS companies enter new markets (UK, US), improved their onboarding and self-service, and found effective digital advertising channels, messaging and targeting through an experiment-driven approach, during my time at The F Company & Advance B2B marketing agencies

🔸 Establishing systematic & data-driven B2B marketing processes at Choicely: managing our website re-do project, creating content across channels, executing paid social & collaborating on paid search with our partner, executing joint campaigns & efforts with sales

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You can reach me at mikkolk@gmail.com

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Liam Moroney

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Liam Moroney's LinkedIn Performance

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