For those marketing departments focused on brand marketing, more than a third say they need to deliver fame/mental availability (39.2%), while 37.7% say a brand-led approach is the best fit because their market has a long buying cycle https://lnkd.in/e8igpdPQ
In my experience, "brand led" means, "we have no idea and expect to lose the account at the next review".
With a long buying cycle, it requires branding, performance marketing, sales, customer service and technical/mfg and delivery teams in alignment. Brand reinforces, but requires the rest of the team to close the deal.
Agreed. Especially in B2B, no one is making an instant decision. Building a brand that speaks to multiple stakeholders is key.
Thank you 🙏 for sharing, good point.
CEO, ProofAnalytics.ai | Forecast & Optimize Your Effectiveness | MASB | ANA | GTM50 | Samsung, Bayer, Honeywell, Intel, SFDC
1wIt continues to amaze how many marketers believe that their success with a given GTM mix will be obvious to the business in an extended buyer journey. Have we ever seen that before true? Marketing is a nonlinear, time-lagged multiplier of sales performance — that means a causal calculation is a must in order to capture what’s really happening.