Hey there, I’m Liran Kabilo.
I came across digital marketing by chance, I hadn’t seen the appeal of marketing before then. When I graduated in 2010, the digital marketing industry was in its infancy. A friend told me about a new field called PPC and because he knew I’ve got a good sense for numbers and analyzing, he advised me to check this out.
Throughout my career, I had passionate arguments with brand and social marketers about what is the right way to advertise and where the budget should go. There is one thing that we all shared, the point when the product brand stopped growing as expected, which made it hard to meet the KPIs. That’s where the collaboration began.
Sounds familiar? Let’s face it, most of the time the KPI goals don’t match reality. I used to face this situation at every company or client I worked with. First I used to blame the budget limitations, and when I succeeded in convincing them to increase the budget, in most cases the business growth didn’t align with the budget growth. The glass ceiling had hit once again.
So what was I missing?
Over the years I came to acknowledge that there is no one right place to invest the marketing budget. A sustainable collaboration with the different marketing fields and finding ways to optimize the marketing actions is the key to break this glass ceiling.
From my perspective, this is actually what brandformance is all about. Investing your branding effort in the most proven fruitful channels.
I truly believe that by developing a brandformance method any brand can grow constantly, To my good fortune, I have had great colleagues over the years and I got the chance to develop brandformance methods with a couple of different brands. For example, you can see this AIG & Taboola case study, which I participated in, explaining how we measured & optimized the traffic from Taboola video channel to increase AIG mortgage brand searchers
These types of experiences got me excited, that’s why I decided to explore familiar brands that succeed in raising their brand awareness in unconventional ways.
So here I am writing this blog, sharing the brandformance stories I have explored, tools that I have studied, and most importantly what I learned from other marketers from their experiences.
Feel free to reach out to me via email, content page, or by commenting on the blog posts.
Thank you for getting this far, and I hope you’ll enjoy this journey with me together.