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

When we apply a performance marketing mindset to the top of the funnel, we can end up putting a lot of effort and expense into building an audience that often isn't big enough, and sometimes isn't even real.

In B2B tech I'm increasingly seeing this happening, especially with the new obsession to rank in AI search results. 

Where the effort is on trying to reach Goldilocks prospects who haven't been influenced by competitors yet, or even ones who haven't come to realize they need a solution yet, so we can come along and become their only solution.

While a very attractive concept, it's often an expensive effort to build an audience of unicorns. 

The research in B2B continuously shows that most buyers are experienced ones, or at least part of their buying group is. Kerry Cunningham frequently talks on the topic, and his research at 6sense continuously shows it.

Blank slate buyers who are problem aware but not solution aware are a fringe group, if they even exist at all. Most of our addressable market knows and has experience with the category, and have some form of a consideration set in mind.

The job in marketing isn't to find the undiscovered buyers, but to win the underserved ones. 

Our growth comes from people that exist in the big group in the middle, who have familiarity with the category and most of its players, have likely bought from at least one of them in the past, and don't need "educating".

They need a better alternative - and we have to show up often and relevantly to position ourselves in their consideration set.

Brand Marketer | Storybook Marketing | MarTech contributor

Brand gets underinvested in because it doesn't show up clearly enough in our attribution models, but should it?

Should attribution really be the central and core method for measuring marketing?

I'm not in any way anti-attribution, but I get incredibly frustrated at how much it's come to be how we, and especially leadership, believes that marketing works and gets measured.

What never gets measured in attribution is the underlying conditions that determine how well any of our efforts grow:

❓ How many potential buyers know we exist, and are we continuing to create awareness in new buyers over time?

❓ How effectively are we getting our brand to be thought of as an option to consider - something that becomes existential when purchase risk increases?

❓ How successfully are we being thought of by those buyers when they actually do come in market?

None of this shows up in attribution tools, and yet those conditions determine just how much of an upper limit there is in the effectiveness of our demand gen and performance marketing efforts.

Brand is very possible to measure in a growing variety of ways, and has been for a long time, but it requires leadership understanding and belief in how it works.

When we force it to show up in a measurement tool designed for something else entirely, we set it up to fail.

It's like trying to measure climate change with a thermometer - it will very easily miss the bigger and more existential trends because it's too narrow a view.

Brand is measurable. It's the leadership understanding that's lacking.

This race towards “AI visibility” is feeling like a gold rush without any guarantee of gold, but shovels of all shapes and sizes for sale. 

Everyone is obsessed with being mentioned or cited by LLMs, but it seems like those two things might not even be related - though you’d hardly know it from the confidence of those showing up as AI experts. 

Rand Fishkin has been raising some really important points and insights about how makes up the AI answer may not even necessarily be sourced from the citations. 

Rather it’s looking like citations are often post-hoc ways to support the answer and not what actually always informs it. 

Which, from a user standpoint is hardly reassuring, since AI might be using citations to make the answer look accurate as opposed to actually being accurate. 

And, from a brand point of view, this leaves a potentially massive delta between being part of the answer and beyond a supporting act to prop it up. 

We could easily be targeting metrics that don’t actually mean much, but the train is fully out of the station to try. 

And all of this is before we address whether being the true source of answer drives real brand value and exposure, or how much less value again a barnacle cited link might bring. 

Just like old-school SEO, more backlinks don’t guarantee more business, and not all search visibility is equal. 

All we know for sure is that none of us know for sure yet. 

It’s the Wild West out there - beware overconfident AI experts bringing their data and selling their shovel.

It's often said that "brand drives performance, and performance builds brand", but in many cases only the first half of that statement is true.

Which is problematic when you have a program whose budget heavily favors performance marketing.

Brand definitely should drive performance, and should make existing performance work better, since it's ideally creating more and better awareness of the solution to a broader group of people with at least some of them in-market now or very soon.

And performance marketing is a critical part of a healthy program, activating on people who are in-market and ensuring those hard-build brand memories get activated.

But, performance marketing often has little brand benefit since it's so volatile and opportunistic.

An ad trying to get you to take action on something you're not currently looking for is usually either totally ignored or very temporarily remembered. Our brains simply don't waste valuable cognitive energy and space on things that aren't relevant to us.

Much of performance marketing is about a moment-in-time ask - sometimes it's a price discount, sometimes just a request to take a demo.

There is little about creative like that that is remembered, if it's ever even paid attention to at all by people who aren't in-market.

It's not to say performance marketing isn't valuable - it's a critical part of an efficient program - but on its own it frequently doesn't have any lasting memory value at all. 

And, when you have programs where 70-80% of the budget is trying to nudge people to take action, you can end up with a program that is failing to build any real brand value, no matter how many logo impressions get served.

Marketing does all work together in a complex and integrated way, but it doesn't mean one type of creative is a good substitute for the other.

And when that nuance is missed, we can end up with a very ineffective and inefficient program even with a very healthy budget.

There is still a big brand marketing gap in the industry and the massive push to use AI isn't solving it. 

Most of what's being done to attract business with AI right now is reactive marketing - showing up in answers being asked in LLMs, and being mentioned as a solution when people are seeking one.

While it's important to make sure we place our brand where interest and traffic is happening, this doesn't solve the much harder job of proactively making the brand more familiar and considered before people are even there.

A lot of the buying searches happening in AI search are comparisons, where consideration search is anchored around the brands who are known, and where buyers are comparing them against others.

In essence, AI is mostly helping to do the digital equivalent of merchandising. 

We're putting the brand on the new shelves, and betting rather big that those new shelves are where most of the future buying will happen, which remains to be seen. 

But, just like getting on the shelf in a physical store, it still doesn't guarantee that you get bought even when it exposes you to active buyers. Plenty of brands have spent a fortune to make the shelves of Walmart, Target, etc, only to find that they need to spend even more on discounts to make up for the lack of awareness.

Most of what grows brands happens before the browsing moment, especially when the good being sold requires some consideration. 

It's not enough to occupy a shelf space - you also have to occupy a market presence and usually at a much larger ratio.

The truth about promotion is that it's not efficient. 

We have to get the creative in front of as many people as we can, the majority of whom aren't actively buying, and we have to keep pushing the message to overcome the reality that most won't get seen. 

To quote Les Binet, "If I had to choose between having a great ad with no money behind it and a good ad with a massive budget – I’d probably go for the good ad with a really big budget because media spending and share of voice really matter."

And because it's inefficient, it's often unpalatable to much of leadership, and so marketers get pushed towards things that feel much direct response - and we find ourselves in the advertising "Doom Loop" that David Tiltman and WARC have so eloquently described.

So here we are, where getting placed in an AI overview is taking up massive attention and effort in tech companies, while the underlying problem of being known and remembered is still neglected.

We might end up much better at being found when people are looking, but no better at being sought out by whose who aren't.

LeadSmart Technologies

I am excited to be the co-host and co-creator of the industry leading Live Show and Podcast Around the Horn in Wholesales Distribution along with lifelong friend Kevin Brown.  Each week we (along with our expert guests) explore the latest news, insights and technologies in the world of wholesale distribution with a focus on uncovering the "story behind the story".   Learn more, access past episodes and subscribe at aroundthehornpod.com.

Co-Host

In 2018 I co-founded and invested in LeadSmart Technologies.  LeadSmart is a unique SaaS company that has created an affordable yet powerful suite of CRM, marketing automation and partner collaboration tools designed specifically for small and mid-sized businesses that go to market through channels and partner ecosystems.   

LeadSmart is growing rapidly especially in the industrial distribution space with manufacturers, sales agents and distributors and is a preferred CRM supplier for Affiliated Distributors and NetPlus Alliance. 

LeadSmart also has a strong partnership with Salesforce.com.

Co-Founder and COO

The Revenue Zone

In May 2022 I released my first book The Revenue Zone - The Ultimate Playbook for the Next Generation of Sales, Marketing and Predictable Revenue Growth.   Over 2 years in the making, The Revenue Zone provides a step by step approach and playbook for successfully converting more prospects into more customers in a world where the prospect is in control of their own buyer journey.

Author

Sunwest Ventures & Sunwest Channel Tech Fund

In 2014 I was invited to become a Partner in Sunwest Ventures.   Sunwest is a boutique investment and advisory firm that helps companies that go to market using channels and partner ecosystem to strategize, align and execute on growth and business expansion initiatives.  

In 2021 we launched the Sunwest Channel Tech Fund which invests in Innovative software and e-commerce technologies that drive sales growth and collaboration with suppliers, manufacturers, sales agents, wholesalers, distributors, dealers, VARs, MSPs and other members of the global channel ecosystem.

Partner

Social Marketing Noise

In late 2012 I co-founded Social Marketing Noise, a digital marketing agency that provides training and digital agency services to B2B and B2C businesses both at the local and national level.   The primary charter of Social Marketing Noise is to leverage technology and digital platforms to generate qualified leads and then (more importantly!) convert these leads into buyers and revenue.  

In 2018 Social Marketing Noise merged with LeadSmart Technologies.

Co-Founder

Buy It Installed, Inc.

Board Advisor

Pacsoft

Responsible for the development of corporate and growth strategies for the launch of Pacsoft's new mobile POS and Inventory Management solutions in North America including oversight of sales, marketing, professional services and customer service.

VP of Marketing and Interim President, North America

Spark Interactive, Inc.

Driven by my interest in digital and technology-enabled marketing, in 2009 I co-founded and invested in Spark Interactive.   Spark Interactive developed online communities using unique digital marketing and artificial intelligence strategies for media companies, celebrities and innovative businesses.   

As the CEO I merged multiple companies into Spark as well as raised VC capital but unfortunately Spark was a bit ahead of its time and was closed in 2012.

CEO, Investor

Intuit

As part of the Net Reach acquisition I joined Intuit in 2009 as a senior executive and was responsible for the development and launch of professional service solutions for emerging product offerings within the Intuit Real Estate Solutions division.   

It was at Intuit where I was first exposed to Digital Marketing and I immediately became enamored with the opportunities and possibilities of using digital platforms and technology to drive marketing and sales results.

Principal, Emerging Product Solutions

Net Reach, Inc.

In 2007 I invested in and acted as the Chief Strategy Officer for Net Reach Solutions.   
Net Reach developed a unique, state of the art software system for managing complex commercial real estate transactions and financial models. 

As the Chief Strategy Officer I developed and implemented the company positioning, branding and go-to-market strategy. I also facilitated and managed the acquisition of the company to Intuit within 30 days of launching the company’s product line.

Principal, Investor, Chief Strategy Officer

InRoads Technology

In 1997 I co-founded InRoads Technology where I was the CEO until 2008.   InRoads Technology provided software tools and professional services to Fortune 1000 companies implementing large enterprise software systems including ERP, CRM and other IT systems.   

During this period InRoads had rapid growth due to a successful strategic partnership with Computer Associates and developing a patented product line for automating large software implementations.

Co-founder, CEO

I have over 35 years of experience building and running technology businesses as well as consulting with many different businesses ranging from Fortune 500 companies to early-stage startups.   

No matter the size of the company there is one common challenge that I have seen with every business I have worked with – 𝘁𝗵𝗲 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗰𝗼𝗻𝘃𝗲𝗿𝘁 𝗺𝗼𝗿𝗲 𝗹𝗲𝗮𝗱𝘀 𝗮𝗻𝗱 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝗶𝗻𝘁𝗼 𝗺𝗼𝗿𝗲 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗮𝗻𝗱 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀.  

I have a unique combination of business skills and technical skills (including a BS degree in Computer Science) so I have always looked to solve this challenge through a combination of technology and streamlined business processes.  

Currently, I am the co-founder at LeadSmart Technologies and I recently released my first book titled The Revenue Zone: The Ultimate Playbook for the Next Generation of Sales, Marketing and Predictable Revenue Growth. 

→ THE REVENUE ZONE: therevenuezone.com (or on Amazon)
 
At LeadSmart, we have developed a unique and special CRM and business intelligence solution that is designed specifically for the distribution ecosystem of manufacturers, sales agents and distributors.   Over 75% of worldwide commerce flows through this ecosystem yet this industry has been totally underserved with suitable technologies that align with their unique needs and requirements.

→ LEARN MORE ABOUT LEADSMART: leadsmarttech.com
     
The Revenue Zone book focuses on the marketing and sales processes and strategies that are required to succeed in today’s B2B world of younger buyers and decision makers.  Today’s buyer wants to be in control of their own buying process (in the same they are with personal purchases) and are not tolerant of “old school” sales techniques.  

I love to talk about this topic (you know, converting more leads and prospects into more customers) and have been featured on many leading podcasts and online talk shows including:

-	The Predictable Revenue Podcast with Sarah Hicks and Collin Stewart
-	Your Digital Marketing Coach with Neal Schaffer
-	Salesman on Fire with Carson Heady
-	The Digital Influence Show with Brandon Lee
-	Daily Sales Tips with Scott Ingram
-	The Sales Whisperer with Wes Schaeffer 
-	The Business Growth Accelerator with Isar Meitis
-	The Eye Openers Podcast with Brittany Drozd
-	The Entrepreneur’s Enigma Podcast with Seth Goldstein
-	The Essential B2B Webcast Series with Lead Forensics

Please follow or connect with me here on LinkedIn.   I post relevant (and hopefully valuable) news and updates several times per week.  Look forward to connecting!

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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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