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I used to think demand gen and brand building were separate things
For years I kept them in different buckets at my last company in Austin. We'd run a brand campaign for a quarter, then switch to a demand gen push the next. But after seeing a $50k ABM campaign flop because nobody recognized our name beforehand, I started wondering. Talked to a buddy at a SaaS firm who told me they weave brand messaging into every single ad and email, and their pipeline jumped 30% in 2 months. I'm curious how many others here treat brand as a separate thing rather than the foundation for everything else.
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tyler626d agoTop Commenter
I worked at a company in Portland where we spent $30k on a demand gen push for a product launch and got almost nothing back. A vendor I worked with later told me straight up it was because our brand was invisible to their audience. That stung but it made me rethink everything. I used to keep brand and demand gen in separate silos too but now I see how dumb that was. You can't expect people to click on your ads if they have no clue who you are or why they should care. Brand is the soil you plant everything else in, not just another campaign on the calendar.
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