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A good read alert⚠️ In the realm of B2B marketing, the spotlight often shines brightest on lead generation tactics. Yet, amidst the pursuit of immediate conversions, the significance of brand building can't be overstated. Building a strong brand in the B2B landscape isn't just about recognition; it's about fostering trust, credibility, and long-term relationships. A robust brand presence sets the stage for meaningful connections, enabling businesses to transcend transactions and cultivate loyalty. In a competitive market where differentiation is key, investing in brand building isn't a luxury; it's a strategic imperative! Shout out to MarTech https://lnkd.in/d4Kd2kht

This article from Martech.org effectively explains why focusing on short-term lead generation before establishing brand awareness contradicts fundamental marketing principles and can actually thwart B2B Marketing efforts to create demand for products and services. #technologymarketing

Many B2B marketing programs are geared solely around lead gen metrics, but this goes against marketing fundamentals and prevents awareness from developing into active demand. Effort to educate and convince the audience is increasingly shifted to sales, which is a big ask. Prospects may already have consideration sets in mind, or awareness in other brands that have been sharing stories, content and activations to generate interest. A better solution is to create that awareness long before the prospect comes in-market. The hard truth is that it doesn’t happen neatly inside marketing dashboards. It happens by showing up, consistently and persistently, with relevant messages that are convincing and memorable to your audience. Check out this article by Liam Moroney in MarTech on how leading B2B businesses compound efforts to grow demand through increasing brand recognition, understanding, recall and preference. https://lnkd.in/gDUxSnCX #b2bmarketing #b2bbranding #demandgeneration #businessmarketing

🚀 Don't miss out on the crucial shift happening in B2B marketing! 📈 In his first post as a MarTech contributor, Liam Moroney discusses why the obsession with lead generation metrics might be hindering your company's growth. Liam explains how focusing solely on leads could be overshadowing the development of brand awareness and active demand. Let's bridge the gap between marketing theory and practice. Click below to unlock the full insights! 👇 https://lnkd.in/eVvKqkn4 Welcome to the MarTech community, Liam! #B2BMarketing #DemandGeneration #MarketingStrategy #leadgeneration

Are B2B marketers solely focused on lead gen metrics, potentially neglecting the long-term power of building a strong brand? Building brand awareness is essential for creating sustainable demand and achieving success. Check out this article to understand why #B2Bmarketing needs #brandbuilding more than lead gen: https://lnkd.in/ebgtHM2Y #CMO #LeadGenMetrics #roi

B2B marketing often struggles with creativity, not just due to leadership mindsets, but because success is measured by outcomes that don’t align with how advertising works. The focus on Marketing Qualified Leads (MQLs) creates limitations, forcing marketing to act like sales and prioritize immediate lead generation over brand building. The real issue with MQLs is they push marketing to deliver near-term outcomes, overlooking future customer creation. Effective B2B marketing should focus on staying top of mind for potential buyers, ensuring brand recall when decisions are made. Advertising should build brand awareness, not just generate leads. Consistently reaching buyers, connecting messaging to their needs, and maintaining brand consistency can create a competitive edge. Leadership must allocate resources for long-term brand building, allowing marketing to fulfill its true potential. MarTech | Liam Moroney | #B2BMarketing #BrandBuilding #MarketingStrategy #DemandGen #LeadGeneration #MarketingInnovation #Activate_ms

Is B2B marketing really a science, or are we missing the art of it? Key Takeaways from this article: 🔸 Despite our desire for predictability in marketing outcomes, the reality is far from it. Marketing is not a hard science. 🔸 The pressure for short-term results has skewed focus towards lead generation, often overlooking the importance of building brand interest and understanding. 🔸 Real demand generation is about increasing brand awareness and preference over time. It's a journey from brand recognition, to understanding, recall, and finally, preference. 🔸 With an overemphasis on lead gen, the crucial task of educating and engaging the audience often falls to sales, a strategy that is less effective and sustainable. #B2BMarketing #BrandAwareness #DemandGeneration #MarketingStrategy #LeadGeneration

🚀 Rethinking B2B Marketing: The Power of Brand Building Over Lead Generation In a recent article, MarTech argues that B2B marketers should shift their focus from lead generation to brand building. This quote summarizes the thought: “Demand generation is ultimately about brand awareness more than it is demand. Right now, there is a narrative in marketing that we create demand, but it’s incorrect. Demand and needs, in general, have to exist with the buyer. [Marketing’s] job is to increase the awareness of our solution as the best option to satisfy that need.” Do you agree? The argument includes several key takeaways: 1:  Embrace Marketing Fundamentals: Prioritize brand building to align with the core principles of marketing. 2:  Understand the Demand Generation Curve: Awareness evolves into active demand, highlighting the importance of nurturing potential customers over time. 3:  Focus on Brand Awareness Early: Engage prospects before they're in-market to set the stage for long-term relationships and sales success. This shift in strategy can redefine our approach to B2B marketing, ensuring that we build a strong foundation for sustainable growth – which after all is the #1 priority of every B2B CMO and Head of Marketing. Check out the full article for more insights: Why B2B Marketing Needs Brand Building More Than Lead Gen (https://lnkd.in/dQM4U-zJ). #B2BMarketing #BrandBuilding #LeadGeneration #MarketingStrategy

Hey LinkedIn Tribe - In today's data-driven world, B2B marketing seems to have tilted too far towards an emphasis on measurement and attribution, often being portrayed and perceived more as a science than an art. This perspective, driven by the expectations of investors, boards, and leadership, demands that marketing growth be measurable, predictable, and projectable. But is this focus overshadowing the artistry and creativity that are equally crucial in marketing? A fascinating discussion on the balance between science and art in B2B marketing awaits your thoughts. Check out the article for more perspective on this topic: https://hubs.ly/Q02mYfdq0 #B2BMarketing #MarketingStrategy #DataDriven #CreativityInMarketing"