This guide introduces the Brand & Demand Campaign Approach, a strategic methodology for B2B SaaS marketing that balances long-term brand building with short-term demand generation.

Demand generation has long been a cornerstone strategy for businesses looking to drive growth (rightfully so!). However, the effectiveness of many traditional demand generation tactics is waning. This shift isn't just due to market saturation or technological changes - it's fundamentally about a transformation in buyer behavior and expectations.

This framework operationalizes the Brand and Demand methodology, a pioneering approach to integrated marketing campaign planning. At its core, this methodology recognizes the critical balance between long-term brand building and short-term demand generation in B2B SaaS marketing.

One concept that has gained significant traction in recent years is that of Category Entry Points (CEPs), developed by the Ehrenberg-Bass Institute. To effectively leverage CEPs, it's essential to understand two key components: symptoms and triggers.

In the fast-paced world of B2B marketing, staying ahead of the curve is crucial. Many marketers have turned to intent signals as their secret weapon to build their sales pipelines. However, while intent signals can be valuable, they also have significant limitations that savvy marketers need to understand.

Are your email metrics trying to tell you something? Spoiler alert: They probably are. As marketers, we often find ourselves diving deep into a sea of numbers – open rates, click-through rates, conversions, and more. But are we really listening to what these metrics are saying?

Another quarter, another missed target. Sound familiar? We've all been there. But what if those missed targets are trying to tell us something? What if they're not just a sign of failure, but a call for a fundamental shift in our approach?