B2B marketers today face multiple challenges, with two prominent issues taking the lead: (1) doing more with less and (2) achieving expanding pipeline targets.

Fully 50% of B2B marketers in North America and the UK identify reductions in budgets, staff, and resources as their primary obstacle, according to a recent survey by Pipeline360 and Demand Metric. Furthermore, 53% of B2B digital marketers are not meeting their pipeline objectives, the study found.

The transition to a digital-first landscape has made traditional sales methods outdated. B2B purchasers have a wealth of information at their disposal, resulting in prolonged sales cycles and increased competition for high-quality leads.

Up to 80% of the B2B buying journey now occurs before a prospect interacts with a sales rep, Forrester reports. At the same time, the purchase process has become more complex, with buying committees now averaging 10 or more decision-makers.

The result: standing out and cultivating relationships with B2B buyers has become increasingly difficult.

And although B2B marketers understand the importance of building both brand identity and generating demand among buyers in the current environment, they often find themselves running those programs in separate silos.

Today, B2B marketers must shift to a "branded demand" strategy to succeed in achieving their pipeline goals.

Branded demand harnesses the power of integrated brand development and demand creation, with a focus on cultivating trust, aligning brand objectives with customer requirements, and employing data and insights to engage buyers at every stage of their purchasing journey.

Build trust

B2B marketing, at its core, is all about engaging with real people who are confronting tangible challenges that your product or service can address. Establishing trust is therefore pivotal for cultivating enduring relationships that transcend mere transactions.

In today's digital-centric landscape, fostering trust and sustaining relationships necessitate offering valuable insights, information, and content that assist buyers in their roles.

Simultaneously, today's buyers are solidifying their brand preferences and creating their short-lists. And although content marketing in the service of demand generation can effectively draw in buyers, the absence of brand-building efforts may lead to an "unbranded" lead: The buyer recalls accessing valuable content—but lacks awareness of your brand's value proposition.

Build brand and demand

It's time for digital marketers to dismantle their silos. Brand awareness and demand are interconnected. Aligning the two ensures brand recognition when Sales engages with prospects.

Today, we must recognize the evolving buyer journey and prioritize value over relentless sales tactics. Transitioning from outdated sales strategies to a supportive approach equips Sales with tools to influence purchase decisions.