From Intent To Impact: Aligning Brand & Demand For Better Buyer Journeys

In the fast-paced world of B2B marketing, teams often find themselves balancing the need to enhance brand reputation with the pressure to drive measurable demand. Traditionally, these two strategies have been treated as separate initiatives, each with its own campaigns, budgets, and planning. But today’s marketing landscape calls for a more integrated approach, where brand and demand work together to create a seamless, full-funnel experience for customers.
As the B2B buying journey becomes longer, more self-directed, and involves multiple stakeholders across various departments, our marketing strategies must adapt. This session, led by Alex Bauer, Director of Marketing at DemandWorks, will explore how integrating brand strategy, intent data, and personalized content can significantly boost demand generation efforts.