Guest Appearances

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

In today's fast-paced business environment, there's an ongoing tension between short-term demand generation and long-term brand building. While demand generation offers quick wins and measurable results, 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 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.

This Brand and Demand Balanced Scorecard is a strategic planning and management tool designed to help audit and balance short-term demand generation with long-term brand building across common metrics and KPIs.

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.

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). Originally developed by the Ehrenberg-Bass Institute and popularized by Byron Sharp, CEPs offer a fresh perspective on how businesses can effectively market their products and services.

Liam handed us warm tea and one of his hand-knitted beanies as we explored how marketing goes beyond just hitting pipeline numbers. It’s about building trust, shaping perceptions, and ensuring your brand is top-of-mind when it matters. Balancing short-term wins with long-term brand-building is crucial, yet often misunderstood. Clear communication and a broader approach to measuring impact are key. For startups, focusing on trust and credibility lays the foundation for success. Marketing’s true power lies in creating a lasting impact that drives real decisions.

In today's rapidly evolving B2B SaaS landscape, marketers are finding themselves at a crossroads. Traditional demand generation tactics are losing their effectiveness, prompting a need to reassess our fundamental approach.

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