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.

Welcome to the Brand Health Survey for Marketing Leaders. This comprehensive survey is designed to help you assess the overall health and performance of your brand in today's competitive market landscape. By focusing on key metrics that span both brand perception and demand generation, this survey provides a holistic view of your brand's standing and effectiveness.

In the ever-evolving landscape of B2B marketing, one concept that has gained significant traction in recent years is the idea of Category Entry Points (CEPs). We’re here to break down the concept of CEPs and give tangible advice on how to start implementing these into your program – and why it’s worth it.

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.

Brand building is the key to sustainable, long-term success. However, convincing executives to invest in brand building can be challenging, especially when they're focused on quarterly results. This post will explore strategies to make a compelling case for brand building and how to balance it with demand generation efforts.

Understand and map your Category Entry Points to identify strategic gaps in your marketing program with this easy-to-use mapping guide.

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.

It’s the end of October, which means 2025 planning is well underway. As you prepare for strategy meetings and budget conversations, we’ve put together resources to help you converse with senior leaders to secure buy-in for a brand marketing investment for the next year.