Marketing With Purpose Kit: Aligning Marketing with Business Growth

**SPEAKER_1** (0:03)
The Bliss Business Podcast, the show about empathy, connection and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media and programmatic ad experts.

**Tullio Siragusa** (0:18)
Welcome back to Marketing With Purpose, a segment of the Bliss Business Podcast where we explore what it really takes for marketing leaders to create impact that goes beyond the numbers.
I'm Tullio and in each episode, we sit down with marketing experts to explore their leadership approach and strategies that drive performance and resonate with their audience. Together, we'll dive into what's working, what's not, and how purpose and empathy can transform the way brands connect with people. All right, let's get started. Today, I'm joined by one of our own Kevan Zameni. He's a digital marketing specialist right here at Zero Company. Kevan specializes in creating and managing and optimizing complex PPC campaigns across Google Ads and other major paid media platforms including Reddit, Facebook, Instagram, Twitter, and LinkedIn. Working with clients across a variety of industry, he develops growth strategies designed to align marketing performance with key business objectives and measurable KPIs. Alongside paid media, Kevan also help brands improve SEO through on-site optimization, content enhancements, and search best practices that strengthen long-term visibility and growth. We're going to explore aligning marketing with business growth. I'm excited to dive right into this conversation and see how strategic marketing execution can directly support scalable business outcomes.
Welcome to the show, Kevan.

**Kevan Zameni** (1:51)
Thank you, Tullio. Good to be here.

**Tullio Siragusa** (1:54)
So before we dive in, I'd love to hear, why was aligning marketing with business growth the topic you chose to explore with us today, and why do you think this is so important right now?

**Kevan Zameni** (2:05)
I chose this topic because I think it's super relevant today. I think a lot of marketing teams seems to get disconnected from the business outcomes.
I think a lot of the marketing teams will focus on metrics like clicks or engagements. But if those efforts aren't really tied back to the revenue or the company goals, it becomes really hard to prove that long-term value to the decision makers and the company owners. In my experience, I think the strongest results happen when those things are tied together. You have the marketers that actually have the business goals behind them and work to achieve those together.

**Tullio Siragusa** (2:46)
I think that is so important. I actually saw a little video clip once. It's this agency out of Denmark, I think, somewhere in Europe.
And they had a funny skit about the marketer got hired and the owner was like, so what's, are we making progress? He goes, yes, we got a bunch of downloads of the ebook and a bunch of clicks. And it's like, do we get any leads? Well, not yet, but we got this and we got that.

**Kevan Zameni** (3:12)
Yeah.

**Tullio Siragusa** (3:13)
Any leads? So it's like, what's the point of all the metrics if it doesn't turn into business outcome, right? So it's, yeah.
Now, let's face it, marketers get pulled in many directions, quite often, need to balance near term campaign results, but also long term brand building. Because if you feed them sort of monster short term, you might extrapolate a lot of value. But then if you don't focus on the long term, you're just playing this game, this catch up game all the time. So how do you help your clients, for example, ensure that marketing strategies stay aligned with what's needed right now for growth goals, and also focusing on the long term? And where do you experience the most friction in making that happen, usually?

**Kevan Zameni** (3:58)
Yeah, that's a great question. I think the most important thing is to start with the business objective. So all the teams there should be on the same page about what the goals are for the campaign. Whether it's going to be customer acquisition, awareness or engagement, things like that. And make sure that those campaigns have things that can ladder up to measurable business outcomes. So I think that's super important, everybody being on the same page. But also, it's super big. I think it's really important just to have that balance of short term and long term brand building. Because if you're just focused on this week and leads are down, and someone at the higher level is worried because they're not on the same page about what that campaign goal initially was, for example, like if it's an awareness campaign, and they're expecting leads this week, they're not going to be on the same page, it's going to be a disconnect there, and they're going to want to shut down the campaign. Or it just creates a lot of, that's probably the biggest friction point, I think, is that lack of alignment for each department. Because I think when there's any disconnect between, for example, you have marketing focusing on all you, like you said, getting a bunch of downloads, this is great. But then on the sales side, nothing is happening, then there's a problem there.