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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The transition to a digital-first landscape has made traditional sales methods outdated.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.

In practice, Marketing crafts engaging content and amplifies it through targeted display, ABM, and intent data, along with advanced content syndication for high-quality leads. When Sales interacts with buyers, salespeople nurture relationships by providing valuable content to aid decision-making, rather than pushing for meetings.

That approach fosters trust with potential clients and establishes the brand as an industry thought leader. It enables Sales to have meaningful conversations and adapt approaches to meet client needs effectively.

By collaborating in this manner, Marketing and Sales can constructively boost conversions and drive revenue growth.

Measure success

Measurement is fundamental for B2B marketers, providing insights to highlight ROI, ongoing optimization, and adjustment to maximize results. Every B2B marketer understands the struggle of proving ROI.

By blending brand awareness with demand generation, integrated measurement illuminates the significant impact of combined brand awareness and demand generation initiatives, paving the way for lead nurturing or direct sales follow-up.

If your target audience prefers engaging on social platforms over attending webinars, for example, redirect investments toward paid and organic social strategies.

Equip your Sales teams with tailored content to establish credibility and trust with potential clients early in the sales process, enhancing conversion rates and shortening the sales cycle.

Take the path to B2B growth

Because of the rapidly changing B2B landscape, marketers must adopt an integrated strategy that aligns with today's buying committees and purchasing processes.

Successful companies recognize that strong collaboration between Marketing and Sales teams is crucial for achieving business objectives. That necessitates a branded demand approach that harnesses data and analytics to create initiatives driving pipeline growth and revenue.

More Resources on Brand vs. Demand

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

Brand + Demand: Taking B2B Marketing From Cost Center to Value Center

Brand-to-Demand: A Powerful Approach for Marketers [Infographic]

Brand Marketing vs. Performance Marketing: Finding the Right Balance

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ABOUT THE AUTHOR

image of Tony Uphoff

Tony Uphoff is the president of Pipeline360, the Integrated Media business of Integrate, a B2B marketing demand management platform.

LinkedIn: Tony Uphoff

X/Twitter: @TonyUphoff