Nearly all of the buyer’s journey is spent with marketing materials — not sales reps. With 83% of buyers conducting their research without assistance from sales reps, the onus is on marketers to figure out how to move the needle for buyers. In fact, a recent study by the Harvard Business Review found that 80% of buyers have a shortlist of vendors they’ve considered before reaching out. With nearly all those buyers indicating they picked a solution provider from their list, marketers must refine their focus to blend brand and demand generation efforts.
This special report will uncover the current state of brand and demand marketing to discuss the overlap and intersection between the two. With a focus on the role the blended departments play in advertising, we’ll examine how to:
- Align long-term brand-building activities with short-term demand generation campaigns to create a cohesive strategy that meets both awareness and conversion goals;
- Use intent data to identify accounts showing interest in early engagement;
- Tailor content and ads to match their specific needs and interests at each stage of their journey;
- Add Connected TV advertising to the media mix to target prospects with personalized, high impact ads during their personal time; and
- Create engaging, innovative campaigns that resonate with audiences.
