Why Performance Marketing is Killing Your Business

Performance Marketing: A Crutch That’s Breaking

Remember when performance marketing was your golden ticket? You poured money into Google Ads, ran some email campaigns, and watched the sales roll in. It felt like magic: spend a dollar, get two back. But here’s the problem: that dollar is now $2, $5, or even $10—and your returns? They’re shrinking.

This isn’t just bad luck; it’s the reality of a system that no longer works. Performance marketing has become a crutch. It props you up, but it’s fragile and getting weaker by the day. Companies that keep leaning on it will find themselves stuck, unable to grow—or worse, unable to survive.

The Warning Signs You Can’t Ignore

Let me paint the picture. You’re a B2B brand selling to a small, loyal customer base. You’ve built your business with catalogs, outbound sales, and good-old-fashioned hard work. But now:

• Your ad costs are skyrocketing—last year, you spent $50,000 to hit your targets. This year, it’s $80,000, and your results aren’t any better.
• Email is losing steam. Open rates are down, click-through rates are worse, and every campaign feels like shouting into a void.
• Competitors are everywhere. Search for your best product on Google, and you’re buried in a sea of ads and knockoffs. Even if you win the click, there’s a 96% chance that customer will bounce and never come back.

Performance marketing forces you to pay for every interaction. Want more customers? Pay for them. Want growth? Pay more. It’s like renting your house forever—you never build equity, and you’re at the mercy of the landlord. In this case, the landlords are Google, Meta, and Amazon, and they’re raising the rent every year.

Why This Isn’t Sustainable

Here’s the real kicker: performance marketing doesn’t let you own your audience. Every click, every lead, every conversion comes at a price. And if you stop spending? The flow of customers stops, too.

You’re completely dependent on third-party platforms that care more about their bottom line than yours. Even worse, it’s nearly impossible to stand out:

• Your ads look just like everyone else’s.
• Your competitors are bidding on the same keywords.
• The customer has zero connection to your brand—they’re just shopping for the cheapest option.

It’s a hamster wheel, and the faster you run, the harder it gets. Performance marketing isn’t building your business; it’s bleeding it dry.

It’s Time to Face the Truth

This is do or die. Companies that continue to treat marketing as a “set it and forget it” performance engine are sealing their fate. The signs are everywhere:

• Declining ROI on ads.
• Dwindling customer loyalty.
• Competitors outpacing you on differentiation and relevance.

It’s not just a problem—it’s an existential threat. The brands that survive the next decade won’t be the ones spending the most on ads; they’ll be the ones that own their audience, tell their story, and command attention without paying for every click.

The Limits of Performance Marketing

Why Performance Marketing Feels Like a Dead End

At first glance, performance marketing seems like the perfect system: you can track every click, measure every conversion, and calculate return on ad spend (ROAS) down to the penny. But here’s the harsh reality: it’s not as precise, powerful, or sustainable as it looks.

Imagine you’re in a Formula 1 race, and performance marketing is your car. It’s sleek, fast, and gets you ahead—until it runs out of gas. You pull over to refuel, but the cost of gas keeps climbing, and competitors in better-built cars are zipping past you. That’s what performance marketing has become: a high-maintenance, unsustainable race that’s impossible to win.

The Flaws You Can’t Ignore

Let’s break down the cracks in the performance marketing model:

1. Rising Costs, Shrinking Margins - Paid search, social ads, and even email marketing costs are climbing year over year. Platforms like Google and Meta have turned your reliance into their profit margins. You’re spending more for the same—or worse—results.
   
   Example: You used to pay $0.50 for a click that converted 5% of the time. Now, you’re paying $2 for the same click, but conversion rates haven’t improved. What used to be profitable is now barely breaking even.
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2. Dependency on Third-Party Platforms - Your entire strategy hinges on platforms that you don’t control. If Google changes its algorithm, Meta tweaks its ad rules, or Amazon undercuts your pricing, you’re back to square one.
   
   Analogy: It’s like building your house on rented land—every time the landlord changes the terms, you’re forced to rebuild.
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3. A Sea of Sameness - Performance marketing doesn’t reward creativity or differentiation—it rewards the lowest price and fastest delivery. Your ads compete against identical ones, often driving customers to choose based on price alone.
   
   Example: Search for “safety gloves,” and you’ll find dozens of nearly identical product listings. If you’re lucky, the customer picks you. If not, you’ve just handed money to Google with no return.
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4. Messy Attribution - Performance marketing assumes a linear buying journey: a customer sees an ad, clicks, and converts. But real buying journeys are anything but linear. Customers bounce between channels, research over weeks, and rarely make decisions based on a single interaction.
   
   Fact: A recent study found that most B2B buyers consume 13 pieces of content from multiple sources before making a purchase. Where does your paid search ad fit into that?
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5. No Long-Term Value - Every interaction in performance marketing is transactional. You pay for the click, get a conversion (if you’re lucky), and move on. There’s no relationship, no trust, and no lasting connection.
   
   Example: A customer clicks on your ad but doesn’t buy. They leave your site, and you have no way to re-engage them without paying for another ad. You’ve gained nothing but a bounce rate.

The Fallout: A Model That’s Holding You Back

The flaws in performance marketing aren’t just annoyances—they’re roadblocks to growth. If your entire strategy depends on paying for every interaction, you’re stuck in a cycle of diminishing returns. Worse, you’re leaving money on the table by ignoring opportunities to build relationships and create lasting value.

Performance marketing is great at capturing demand, but it’s terrible at generating it. If you’re only focusing on the bottom of the funnel, you’re missing out on the massive potential at the top.

The Case for Attention-Based Marketing

What Is Attention-Based Marketing?

Attention-based marketing flips the script. Instead of chasing customers down with ads, you earn their trust by offering something they value: education, entertainment, or inspiration. It’s about showing up in their world, consistently and authentically, so when they’re ready to buy, you’re their first choice.

If performance marketing is like speed dating—quick, transactional, and forgettable—attention-based marketing is like a long-term relationship. It’s built on trust, mutual understanding, and consistent effort. And while it takes time, the payoff is huge.

Solving the Problems of Performance Marketing

Here’s how attention-based marketing alleviates the pain points we just explored:

1. Break Free from Rising Costs
   By creating content that lives on your owned channels (like your website, YouTube, or a podcast), you’re no longer at the mercy of skyrocketing ad costs. Each piece of content becomes an investment that pays off over time.
   
   Example: A single podcast episode can generate thousands of listens, drive traffic for months, and introduce your brand to an entirely new audience—all for a fraction of what you’d spend on paid ads.
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2. Own Your Audience
   With attention-based marketing, you’re building your own platforms—like an email list, an online community, or a learning hub. These are assets you control, where competitors and algorithms can’t interfere.
   
   Analogy: It’s like planting a garden in your backyard instead of buying produce from the store. Over time, your investment grows, and you reap the rewards without outside interference.
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3. Stand Out in a Crowded Market
   Attention-based marketing lets you differentiate by telling your story, showcasing your expertise, and building a brand that customers want to engage with.
   
   Example: Farmer’s Friend, a B2B agricultural company, creates long-form YouTube videos featuring real customers. These videos aren’t just ads—they’re stories that resonate with viewers and build trust, resulting in millions of views and organic leads.
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4. Build Relationships, Not Transactions
   When you educate or entertain your audience, you create a relationship that goes beyond the sale. These customers are more likely to return, refer others, and see you as more than just a supplier.
   
   Example: HubSpot’s Podcast Network educates B2B professionals while subtly reinforcing HubSpot’s authority. Listeners trust them long before they ever consider using their software.
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5. Support the Entire Funnel
   Attention-based marketing feeds performance marketing by generating warm leads. Instead of relying on cold ads to convert, you’re nurturing customers through helpful, relevant content. When they’re ready to buy, performance channels like paid search become more effective and less costly.
   
   Fact: Customers who engage with a brand’s content are 131% more likely to buy, according to a study by Conductor.

The Big Payoff

The brands winning today aren’t the ones shouting the loudest or spending the most on ads—they’re the ones earning their audience’s attention. Attention-based marketing isn’t just about getting more leads; it’s about creating loyal customers who choose you because they trust you.

It’s time to stop chasing clicks and start building relationships.

Key Channels & Tactics for Attention-Based Marketing

Where to Start: Attention That Scales

Attention-based marketing isn’t just one tactic; it’s a mindset shift supported by a mix of channels that engage your audience where they’re already spending their time. Unlike performance marketing, which relies on direct clicks and instant results, attention-based marketing focuses on consistent, scalable efforts that build trust and credibility over time.

Here are the key channels and tactics that can transform your marketing strategy:

1. Podcasts

Podcasts are an incredible way to connect with your audience. They’re personal, engaging, and allow you to showcase your expertise without being salesy.

Example: Imagine launching a podcast for facility managers, where you interview industry leaders and share actionable insights. Your brand becomes a trusted resource, and you’re subtly top-of-mind every time they think about solving a related problem.

Pro Tip: Start small. A biweekly podcast with 10–15 episodes in your first season is manageable and helps establish consistency.

2. Video Content

Video is the most engaging medium online today, and platforms like YouTube allow your content to live and grow indefinitely.

Example: A B2B distributor could create a series of “how-to” videos demonstrating their products in action. Think of a supplier showing off safety gear in real-world scenarios, helping buyers see the product’s value firsthand.

Fact: 90% of users say they discover new companies or products on YouTube.

3. Online Communities

Communities foster conversation and connection, two things performance marketing simply can’t do. Whether it’s a Facebook group, LinkedIn group, or a proprietary forum, these spaces create a hub where your ideal customers can engage with your brand—and each other.

Example: A supplier of landscaping tools might create a “Pro Landscaper Network” group where members share tips, tricks, and project successes. By being the host of the conversation, you’re building an invaluable connection with your audience.

4. In-House Influencers

In-house influencers are team members or experts within your company who can create content and engage directly with your audience.

Example: Ramsey Solutions’ “Ramsey Personalities” create content in different niches, broadening their reach and building trust with distinct audiences. Similarly, your customer service reps or product engineers could become the faces of your brand.

Why It Works: Customers trust real people more than faceless brands.

5. Learning Hubs

A dedicated learning hub on your website can house blogs, guides, videos, and resources tailored to your audience’s pain points. This is a magnet for organic traffic and a way to demonstrate authority in your industry.

Example: A company selling cleaning supplies might create a hub with resources on OSHA compliance, step-by-step cleaning guides, and safety checklists. It’s not just a store—it’s a go-to resource.

6. Short-Form Content

Platforms like Instagram Reels, YouTube Shorts, and TikTok aren’t just for B2C companies—they’re gaining traction in B2B as well.

Example: A company selling industrial equipment could post quick tips, product features, or behind-the-scenes looks in short, engaging videos.

Fact: 73% of B2B buyers are millennials, and they consume short-form content daily.

7. Docu-Series or Long-Form Video

Take inspiration from Netflix-style storytelling. A docu-series about your customers or industry adds emotional depth and keeps viewers engaged.

Example: Farmer’s Friend produces customer stories, visiting farms to highlight their products in use. The result? Millions of views and a loyal following.

Making It Work

The best part? These channels don’t operate in silos—they reinforce each other. A podcast episode can be turned into a blog post, a blog post into a short video, and a short video into social media snippets. This kind of repurposing extends the lifespan and reach of your content.

Take the First Step

The idea of overhauling your marketing strategy can feel overwhelming, but attention-based marketing doesn’t require an all-or-nothing approach. Start small. Pick one channel that aligns with your audience and double down on it. As you see results, layer in more tactics.

With every blog, video, podcast, or post, you’re building something sustainable: a brand people recognize, trust, and actively seek out.

Implementing an Attention-Based Marketing Strategy

Start Where You Are

Making the leap to attention-based marketing doesn’t mean abandoning everything you’re doing today. It’s about shifting your focus, step by step, toward a more sustainable approach. Think of it as learning to walk before you run: pick one or two key tactics, integrate them into your existing efforts, and grow from there.

Step 1: Understand Your Audience

Everything starts with your audience. Who are they, what do they care about, and where do they spend their time?

• Action Item: Talk to your sales team, survey your customers, and analyze your existing data. What questions do your customers have? What challenges are they facing? These insights should shape the content you create.
• Example: If you sell safety equipment, your audience might be asking about compliance with new regulations. Use this as the foundation for blogs, videos, or podcasts.

Step 2: Define Your Goals

What do you want attention-based marketing to accomplish? While performance marketing measures clicks and conversions, attention-based marketing focuses on building relationships, trust, and brand equity.

• Action Item: Set goals around metrics like website traffic, podcast downloads, video views, or email subscribers. These indicators show you’re growing your audience and building awareness.
• Example: “Grow blog traffic by 30% in the next 6 months” or “Reach 1,000 podcast downloads per episode by year-end.”

Step 3: Choose the Right Channels

Not every channel will work for your business, and that’s okay. The key is choosing the ones that align with your audience and goals.

• Action Item: Start small. Pick one channel—like a podcast, YouTube series, or community forum—and commit to building consistent content.
• Example: A B2B distributor might launch a YouTube series featuring product tutorials and industry tips, driving traffic to their website.

Step 4: Build a Content Calendar

Consistency is everything in attention-based marketing. You need a plan to ensure your message reaches your audience regularly.

• Action Item: Create a content calendar that maps out topics, formats, and deadlines. Factor in time to repurpose content across multiple channels.
• Example: A single blog post could become:
  • A LinkedIn article.
  • A short video for Instagram or YouTube Shorts.
  • A podcast discussion topic.

Step 5: Assemble Your Team

Attention-based marketing requires creativity and collaboration. You’ll need skilled writers, videographers, and strategists who can bring your vision to life.

• Action Item: Assess your current team’s strengths and identify gaps. If you lack in-house resources, consider hiring freelancers or contractors.
• Example: Bring on a freelance content writer to help launch your blog, or contract a videographer for your first YouTube series.

Step 6: Measure, Learn, and Adjust

Unlike performance marketing, attention-based efforts take time to pay off. The key is tracking progress, learning from your audience, and adjusting as you go.

• Action Item: Monitor key metrics like website traffic, email signups, and engagement rates. Look for trends over time, not immediate spikes.
• Example: If a particular blog post drives significant traffic, double down on similar topics or formats.

Setting Expectations: The Crockpot vs. the Microwave

Here’s the truth: attention-based marketing isn’t a quick fix. It’s not a microwave that delivers instant results—it’s a crockpot. It takes time to warm up, but the end product is richer, deeper, and far more satisfying.

The brands that succeed with this approach are the ones willing to invest in the long term. Every blog post, podcast, or community interaction is a brick in the foundation of your brand. The payoff? A sustainable, scalable strategy that reduces your reliance on costly performance marketing and builds an audience that’s loyal to you—not just the lowest price.

Measuring Success Beyond ROAS

Redefining Success: It’s Not Just About Revenue

Performance marketing is easy to measure—clicks, conversions, and ROAS dominate the dashboard. But attention-based marketing requires a different mindset. Its value isn’t always immediate or linear, which can make traditional metrics feel inadequate. Instead, success is about engagement, relationships, and the trust you build over time.

Think of it like planting a garden. You won’t harvest crops the day you sow the seeds, but consistent watering and care will yield a bountiful harvest. The same is true for attention-based marketing: the right inputs lead to long-term growth.

The Metrics That Matter

Here are the key indicators of success for attention-based marketing:

1. Website Traffic
   • More visitors to your site mean more eyes on your brand.
   • Example: If your blog generates 5,000 additional visits each month, that’s 5,000 opportunities to build trust and familiarity with potential customers.
2. Engagement Rates
   • Are people interacting with your content? Comments, likes, shares, and watch time all show how well your message resonates.
   • Example: A YouTube video with a high watch percentage (e.g., 70% or more) signals strong audience interest.
3. Brand Searches
   • Are more people searching for your company by name? This shows that your brand is becoming top of mind.
   • Fact: Studies show that branded searches are often a precursor to direct conversions.
4. Podcast Downloads and Subscribers
   • How many people are tuning in? Growth here indicates that your content is gaining traction and loyalty.
   • Example: A podcast episode downloaded 500 times in its first month might reach 1,500 downloads over six months.
5. SEO Performance
   • Organic traffic is a key payoff of attention-based marketing. Track keyword rankings, backlinks, and share of voice to measure progress.
   • Example: A learning hub that ranks #1 for “OSHA compliance guide” could drive thousands of organic visits monthly.
6. Community Growth
   • For groups or forums, track membership growth, post activity, and member engagement.
   • Example: A Facebook group with 10,000 engaged members can become a powerful marketing and sales asset.
7. Customer Feedback and Sentiment
   • Pay attention to what your audience is saying. Positive feedback, testimonials, and referrals are qualitative metrics that show your strategy is working.
   • Example: A client mentions your helpful blog post as the reason they chose your product.
8. Warm Leads from Performance Channels
   • As your audience becomes more familiar with your brand, performance marketing becomes more effective.
   • Example: Lower cost-per-click (CPC) and higher conversion rates on paid search campaigns are signs that attention-based marketing is doing its job.

Balancing the Short-Term and Long-Term

It’s tempting to expect immediate returns, but attention-based marketing is a long game. That doesn’t mean you can’t track early wins:

• Quick Wins: Increases in traffic, podcast downloads, or social followers.
• Long-Term Gains: Higher customer lifetime value (CLV), stronger brand loyalty, and reduced dependency on paid ads.

By focusing on a mix of short-term indicators and long-term outcomes, you’ll build confidence in the strategy and stay motivated to keep going.

The ROI of Attention

Let’s do some quick math: If your website generates $5 per visitor, an extra 10,000 organic visits per month translates to $600,000 in annual revenue. Now, imagine achieving this without spending a dime on ads. That’s the power of attention-based marketing.

The payoff isn’t just in dollars—it’s in owning your audience, building trust, and creating a competitive advantage that no algorithm change or ad auction can take away.

Overcoming Challenges

Why Attention-Based Marketing Feels Intimidating

Shifting from performance marketing to attention-based marketing can feel daunting. It’s new, it’s different, and it doesn’t come with the instant gratification of ROAS dashboards. But here’s the thing: every successful brand that’s made the leap has faced the same challenges—and overcome them.

Let’s tackle the most common concerns head-on:

Challenge 1: “It’s Hard to Measure ROI”

It’s true: attention-based marketing doesn’t always deliver immediate, trackable returns. But that doesn’t mean it’s ineffective. Think of it like investing in your health—eating well and exercising might not show results overnight, but over time, the benefits are undeniable.

Solution:

• Focus on leading indicators like traffic growth, engagement, and branded searches.
• Pair these with performance metrics to see how warmed-up leads convert more efficiently.

Example: A client noticed that their cost-per-click dropped by 25% after launching a YouTube channel, as customers were already familiar with their brand before clicking the ad.

Challenge 2: “It Takes Too Long to See Results”

Attention-based marketing is a marathon, not a sprint. While it’s true that it takes time to build momentum, every piece of content you create is an asset that compounds in value.

Solution:

• Start small with a few high-impact channels like blogs or a podcast.
• Repurpose content to maximize its reach and impact.

Example: A single podcast episode can become a blog post, a LinkedIn article, and multiple social media clips, ensuring it continues to deliver value long after it’s published.

Challenge 3: “We Don’t Have the Team or Skills”

Creating content can feel overwhelming, especially if your team is already stretched thin or lacks the right expertise.

Solution:

• Outsource key roles, like writing or video production, to freelancers or agencies.
• Hire creators and strategists who specialize in attention-based marketing.
• Invest in tools that streamline content creation, like Canva for graphics or Descript for video editing.

Example: A mid-sized B2B brand used a freelance network to hire a blog writer, allowing their in-house team to focus on strategy and customer engagement.

Challenge 4: “Our Leadership Wants Quick Wins”

Convincing stakeholders to invest in a long-term strategy can be tough when they’re used to seeing immediate results from performance marketing.

Solution:

• Present attention-based marketing as a complementary strategy, not a replacement.
• Highlight quick wins (e.g., traffic spikes, podcast downloads) alongside long-term benefits.

Example: One company started with a small podcast, delivering immediate credibility in their niche. This success gave them the leverage to expand into other attention-based tactics.

Challenge 5: “It’s Too New—What If It Doesn’t Work?”

Being an early adopter in the B2B space can feel risky. But here’s the reality: the world is shifting, and the companies that wait too long to adapt will be left behind.

Solution:

• Pilot the strategy with a low-risk test—like a single YouTube video series or an industry-focused LinkedIn group.
• Use data from the pilot to prove the model works.

Example: Farmer’s Friend launched their YouTube channel with a handful of videos, focusing on customer stories. Today, they have millions of views and a massive subscriber base.

The Payoff Is Worth It

Every challenge in attention-based marketing comes with a solution—and the payoff is massive. Brands that embrace this approach are building a foundation that can weather economic downturns, algorithm changes, and rising ad costs.

The choice is simple: stay stuck in the hamster wheel of performance marketing or build something that lasts.

Conclusion: The Future Belongs to Attention

Performance marketing isn’t just showing its age—it’s actively holding many B2B brands back. Rising costs, messy attribution, and a relentless dependency on third-party platforms have made it clear: what worked yesterday won’t work tomorrow.

Attention-based marketing is the antidote. It’s not about quick wins or short-term spikes—it’s about building something bigger. Relationships. Trust. A brand that stands out in a crowded market. The companies that embrace this shift won’t just survive the changing landscape; they’ll thrive in it.

Why Now Is the Time to Act

The longer you wait, the harder the transition becomes. Ad costs aren’t going down. Algorithms won’t suddenly tilt in your favor. Customers are already expecting more than what performance marketing can deliver.

Making the leap can feel overwhelming—especially if your team is used to chasing ROAS or scrambling to stay ahead of the competition. But you don’t have to go it alone.

Let’s Build It Together

Over the years, I’ve worked with B2B brands facing the same challenges you’re experiencing now. I’ve seen how a clear, focused strategy can transform marketing from a constant headache into a competitive advantage. Whether it’s developing a roadmap, identifying the right channels, or finding the team to bring it all to life, I can help you make attention-based marketing work for your business.

The brands that adapt today will lead tomorrow. If you’re ready to build something sustainable, impactful, and future-proof, let’s have a conversation about how to get started.