Blog Header Image

How to use brand marketing optimization metrics for better demand gen campaigns.

Published on 11 January, 2024 | Author: Digitalzone

There’s a rising star in the B2B marketing arena, transforming the way businesses interact with their customers.

It’s a strategy that’s so potent it seems to have been crafted by a master alchemist.

But, this isn’t a tale of magic and illusion – it’s a story about brand marketing and how it is redefining demand gen.

Once upon a time in B2B marketing…

There was a time when “brand” was viewed as an elusive concept or an intangible asset. Brands often found themselves grappling with the challenge of converting their brand value into tangible sales and marketing results, as there was no clear-cut method to measure the direct impact of their efforts on consumer behavior and revenue generation.

Fast forward to the present: branding and brand marketing has become the cornerstone of successful B2B strategies, transforming from a mere curiosity to a key player in driving demand gen metrics.

How powerful can brand marketing be? In one marketing survey, 50% of participants said they are more likely to use a company with a logo they easily recognize.

Still not convinced that brand carries weight in demand gen? According to Google, a whopping 88% of consumer engagement with a brand happens before a consumer even buys their product or service.

Backed by these significant statistics, – it’s clearly crucial to harness the power of your brand to amplify awareness, funnel in more leads, and ultimately, drive conversions. In the following section, we’ll review the key metrics you’ll need to master if you want to translate brand value into tangible business outcomes.

Brand marketing takes the metric wheel

Brand marketing influences many demand gen metrics that define success for B2B marketers. Here are three areas where it can make a big impact on demand generation:

1. Data-Driven Decision Making: The power of brand marketing lies in its ability to analyze and utilize vast amounts of data. By leveraging analytics to understand your audience, you can craft a brand narrative that resonates with potential customers and engage them to enter the sales cycle.

Harnessing data allows for more precise targeting and better conversion rates, which drives metrics such as average deal size and the percentage of MQL to closed won.

2. Personalization Beyond Imagination: In today’s hyper-competitive B2B market, personalization is king. But we’re not just talking about using a client’s name in an email – more like offering unique experiences through branded digital content and in-person interactions that address their needs. Brand marketing that infuses data, such as consumer preferences and behavior, can create an on-demand marketing approach with audiences long before they become customers.

A tailored approach enhances engagement and loyalty with a brand, leading to increased demand – which boosts in metrics like average deal size.

3. Your Virtual Sidekick Through Social Media: In the realm of brand marketing, social media platforms are some of your biggest helpers. They provide a platform for you to showcase your brand’s personality, values, and offerings, while also engaging with your audience on a personal level.

By leveraging social platforms, you can boost brand visibility that results in a higher percentage of ordinary leads turning into MQLs.

Of course, getting more MQLs doesn’t necessarily translate to automatic success in B2B marketing. Using a lead pacing tool will help you calculate the volume of leads your business can appropriately manage while meeting its revenue goals.

Elevating demand gen with brand marketing

The transformative potential of brand marketing in the B2B space is revolutionary.

By fine tuning your brand marketing, you can significantly impact your demand gen metrics – and that naturally leads to better campaign performance and higher ROI.

Just remember, embracing these strategies isn’t just about adapting. It’s about continuing what you’re probably already doing – but doing it better because conversions are on the line.

So, time to buckle up and elevate your marketing game.