How to Measure Real ROI Beyond Vanity Metrics in Consultancy

In this episode of The brndBrief Podcast, newest guest Cindy Deekitwong, Vice President of Head of Innovation & Marketing at Aperia Corporation, explores her "Business to Human" approach to B2B marketing, the importance of voice of customer research across global markets, and how consultancies measure success through client business growth. Cindy discusses upcoming packaging industry trends including increased localization due to policy changes and Aperia's development of a new platform connecting customer insights directly to product development.

Key points include:

📌 Moving beyond traditional B2B and B2C categories, Cindy advocates for "B2H" marketing that recognizes all business interactions ultimately happen between people, requiring authentic human connection rather than purely AI-generated content.

📌 Understanding customers requires continuous research across generational and cultural differences, as buying behaviors shift from older generations who relied on handshake deals to newer generations with different expectations and values.

📌 For consultancies, the primary ROI metric should focus on helping clients grow their business through increased sales, improved profit margins, cost savings, and operational improvements rather than traditional marketing vanity metrics.

📌 Political and economic changes are driving packaging companies toward more localized operations within regions and countries, creating increased demand for contract packaging services and supply chain restructuring support.

------------------------

🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCAST

If you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!

https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 

------------------------

Guest Information

https://www.aperiacorporation.com/

https://www.linkedin.com/in/cindy-deekitwong/