74% of buyers choose a company with a strong brand if the decision to buy is difficult

Balancing brand strategy with demand generation planning is similar to preparing a gourmet meal. Both require a different mix of ingredients—your marketing tactics—and must work together to achieve the desired outcome: a memorable brand experience that converts.


The magic happens at the intersection of brand and demand. Marketers must ensure that brand values and demand generation tactics are not only aligned, but integrated. This synergy improves marketing ROI, creating a reinforcement loop where strong brand recognition drives demand and further solidifies the brand.


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To improve your marketing ROI, it's essential to break down each step of the buyer's journey and align your brand messaging with the needs and behaviors of B2B buyers. Creating practical awareness is key. Your content should not only inform, but also engage and persuade. It builds trust and paves the way for a relationship that goes beyond a single transaction.


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Balancing brand and demand can significantly reduce acquisition costs. With a strong brand at the center of your demand strategy, your target audience is primed for your message. Your marketing doesn't have to work as hard to generate interest, leading to more effective and cost-effective campaigns.


Conversion rates are the true measure of a successful marketing effort. To achieve this, marketers must ensure that every piece of content, every campaign and every digital interaction is designed to move the buyer along the journey – from awareness to consideration to decision. Each touchpoint should reinforce the brand's value proposition and direct the buyer to purchase.