How to Navigate Brand to Demand

The charts don’t lie, and there’s a prevailing trend among industry leaders! Marketing captains continue to steer significant portions of their budgets towards brand awareness and demand generation, ranking them as their second and third highest priorities. Join us as we embark on a journey to unravel the intricacies of these two vital approaches and offer practical tips to navigate these briny depths.

Charting the Course

Brand awareness is more than just showcasing products; it’s about crafting a robust and positive brand identity that resonates with consumers. This process involves delivering consistent messaging, maintaining a compelling visual identity, and ensuring each interaction reflects the brand’s values. The ultimate goal is to enhance impact, build credibility, and foster customer loyalty.

…but how?

  1. Get Creative: Hoist creative campaigns like sails in the wind, not only for the joy they bring but for their effectiveness — potentially leading to 20 times more sales than traditional efforts.
  2. Parley with Influencers: Utilise influencer marketing to reach your desired audience, benefiting from targeted exposure and the trust already established by the influencer.
  3. Matched Audiences: Leverage platforms like LinkedIn to target specific audiences by uploading lists of contacts or website visitors, ensuring your brand awareness campaigns reach those most likely to be interested in your solution.

Navigating the Tides

Demand generation focuses on actively stimulating interest in a company’s offerings, especially among prospects in the consideration stage of the buyer’s journey. Successfully executed demand-generation campaigns play a pivotal role in converting individuals from prospects to leads by delivering timely and relevant messages.

…but how?

  1. Personalised Touchpoints: Personalised content can be a reliable driver of brand loyalty.
  2. Content Marketing: Provide freely available content to capture the interest of a broader audience.
  3. List-Based Retargeting: Implement retargeting strategies to reinforce messages and remind prospects that your brand is the preferred choice.

Connecting Brand to Demand

The debate of brand awareness versus demand generation is a false choice; both are essential. A well-rounded strategy involves a 60/40 split, with 60% allocated to branding and 40% to direct response. Collaboration between brand and demand teams is crucial, fostering coordination, data sharing, and the formation of a seamlessly integrated fleet.

…but how?

  1. Turn Trust into Action: Anchoring trust enhances credibility, influencing prospects to choose your solution when the time is right.
  2. Smooth Sailing: Integration ensures consistent messaging across touchpoints, facilitating a smooth voyage from brand awareness to demand generation.
  3. Improved ROI: The synergy of brand and demand optimises resource allocation. Combining both approaches can yield 6 times better results than relying solely on demand generation.

Synchronising brand to demand is the compass for exceptional B2B marketing performance. By balancing the priorities of brand awareness and demand generation, we can help you build trust, streamline the buyer journey, and achieve remarkable returns on investment.

Ready to set sail? Contact us today and chart a course for success!

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