Report: Balancing Brand Building and Demand Generation in B2B SaaS
TL;DR: The current state of B2B marketing, particularly in SaaS, can be characterized by rapid evolution, short-term focus, and prioritizing demand generation at the expense of brand building initiatives.
Yet, lead generation and commonplace tactics are not working anymore. SaaS companies require a new approach to marketing. 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.