2026 Agenda

 

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Brand Is Performance: Proving Brand Marketing ROI in the Age of AI

Alli Berry  (SEO Director, MarketWise)
Location: Room 104
Date: Tuesday, October 6
Time: 11:45 am - 12:15 pm
Pass Type: All Access, Digital, CMWorld 2-Day, CMWorld 3-Day - Get your pass now!
Session Type: Session
Track: Earned Media, PR, & Brand Visibility, CMWorld
Vault Recording: Video
Alli Berry

Brand marketing and performance marketing are often treated as separate disciplines, but the strongest marketing strategies recognize that each makes the other more effective. Brand builds the awareness, familiarity, and trust that influence whether audiences search, click, engage, and ultimately convert. As AI-powered search and LLMs reshape how people discover information, brand authority and recognition will become even more critical to visibility and growth.


In this session, Alli Berry will share a practical framework for measuring brand marketing across the customer journey and connecting it to performance outcomes. Attendees will learn how to combine search, website, social, survey, and CRM data to demonstrate how brand investment supports acquisition, conversion, retention, and long-term business growth.

Takeaway

  • Understand how brand marketing strengthens SEO, paid media, content engagement, and conversion performance.
  • Learn why brand authority and recognition are becoming essential for visibility in AI-powered search and LLMs.
  • Learn how to measure brand impact across the customer journey and connect it to business outcomes such as leads, revenue, retention, and customer lifetime value.