The TOF Tension: Making the Case for Brand Investment in a Performance-Obsessed World

In today’s economic climate, marketing leaders are under increasing pressure to prove ROI fast. The result? A growing emphasis on lower-funnel, last-click performance tactics — often at the expense of long-term brand growth. But deprioritizing top-of-funnel (TOF) efforts can have lasting consequences on pipeline, CAC, and LTV.

Join Rockerbox and industry experts for a conversation on how to navigate internal pressure to cut brand spend — and build a business case for maintaining TOF investment. We'll explore how to use data to demonstrate TOF value, what a balanced media strategy actually looks like, and how brands can protect long-term growth even in uncertain times.

Key Topics:

• The real risks of a performance-only mindset
• How cutting brand impacts CAC and customer payback over time
• What Rockerbox data tells us about top-performing brands' media mixes
• Strategies for communicating TOF value to finance and leadership
• Measurement approaches that validate TOF performance