Hey B2B marketers....Brand vs Demand Gen?

edited March 2020 in Marketing

Brand vs Demand Gen....Okay so Drift smash both these strategies 🙌, but as a small marketing team who know the power of both, we have to choose our battles. Any B2B marketers out there have stories of success from prioritising one over the other?


  • Hey Lucy! I can hear everyone at Drift collectively saying the same thing in my head right now: BOTH! (And immediately also collectively groaning because we've heard BOTH so many times 😂)

    Of course, that's not the answer you're looking for but when you have a small team, you have to be scrappy sometimes. I wasn't here in the early days of Drift but from what I understand we focused on big brand plays that we knew would also generate interested people (MQLs). Do you have anything in your arsenal that has brand power AND lead gen power?

    Hope this helps!


  • "In B2B, our data suggests that marketing also works best when brand and activation are working together, but that the balance needs to be slightly different. Efficiency appears to be maximised when around 46% of the budget is allocated to brand, with around 54% allocated to activation."

    If that isn't a concrete enough answer, I don't know what is. 😂

    I've been wicked impressed with the results of the B2B brand effects study done by LinkedIn and the authors of the 'Long and Short of It' research. I think it could come in handy here: https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/LIN_B2B-Marketing-Report-Digital-v02.pdf

  • Demand Gen will build your Brand and done correctly will be much more personable too :)

    + You'll get a pipeline, product development guidance, service orientation, digital transformation ideas, ++

    So yeah, for me DG.