Andrew Greenwood’s Post

It's true -- #b2bmarketing is a long-term effort, but it has come to have short-term accountability. And while lead generation should remain an important aspect of Marketing, with all the focus on generating leads, the effort to educate and convince the audience is increasingly being shifted to sales, which is a losing strategy. This is why #brandbuilding is so important. And, let's be clear...BRAND BUILDING IS LEAD GENERATION. Full stop.

Why B2B marketing needs brand building more than lead gen | MarTech

Why B2B marketing needs brand building more than lead gen | MarTech

martech.org

Karthick Kumar

Sales keeps the lights on, it’s been said — and it’s true. But sales ops runs the wire!!!!!!

9mo

I believe that we need to strike a balance between brand building and lead generation as i am of the view that we can''t build a robust funnel without having a strong brand that resonates well with the audience! A relatively even split of brand building and lead generation is more likely to generate better results than focusing solely on the later. It is quintessential to shy away from the "measurement" mindset as the brand building campaigns are difficult to measure due to a lack of direct evidence that it makes a difference to the bottom line. We often fall prey to this notion that everything has to be measurable - everything has to be reportable and in terms of ROI. So we should stop trying to measure absolutely everything and need to measure what we can. Also we don't have to sweat the rest of it and sometimes we have just got to go with our gut!

Omar Akhtar

Founder and Principal Analyst at Benchmarker | I help marketing leaders succeed with research and data

9mo

This is spot on Andrew, and now we’ve got the data to back it up. My research firm Benchmarker found in a survey of 200+ B2B SaaS firms that high performing companies spent more on brand while low performers spent more on demand. Link to my findings: https://www.linkedin.com/posts/omarbilalakhtar_new-research-i-surveyed-200-b2b-saas-companies-activity-7171134949280927745-xknC?utm_source=share&utm_medium=member_ios

Andrew Greenwood Couldn’t agree more. Just because measuring impact and attribution is complicated and often probabilistic, there is a collective convenience in showing deterministic impact from lead generation efforts.

Shriram Tarawade

Employer Brand Leader | Social Media Strategist| Cat Dad

9mo

Couldn't agree more, Andrew Greenwood. Especially, in this economy, it's common to see the majority of the focus and marketing efforts shifting to lead generation. It's a good reminder to ensure that the brand building remains at the core of your strategy and an interesting challenge to get internal stakeholders onboard for the same.

Luke J. Rafferty

A seller's lens into ABM

9mo

Love this, Andrew Greenwood. Marketers have to be able to nurture earlier and more effectively than ever before, which means marketers have to be empowered. Buyers are digital-first and researching on their own. They don't want to talk to sales until they are 80% there.

100% Andrew Greenwood and Marketing is long term game.

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