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

Unlocking B2B Marketing Success: Brand, Demand Integration, and Intent Data Insights
Join us for an enlightening Lunch and Learn session where we delve into the essentials of brand and demand marketing. Understand the interplay between long-term brand growth and immediate demand results, and discover strategies to integrate both for sustained business success. Learn about key barriers to brand marketing, the evolving role of Millennials and Gen Z in B2B purchases, and the significance of early engagement. Explore the power of intent data in reaching potential clients sooner and refining your content strategy. With compelling case studies, including Workiva's transition to a more integrated approach, gain insights into effective content strategies and the modern buying process. Enhance your marketing efforts with creative and supportive content tailored to your audience's needs.
00:00 Welcome and Introduction
00:52 Understanding Brand and Demand Marketing
02:49 Challenges in Brand Marketing
04:11 The Influence of Millennials and Gen Z
05:44 The Self-Sufficient Buyer
08:24 Integrating Brand and Demand Strategies
09:52 Identifying Future Buyers and Influencers
12:28 The Importance of Intent Data
13:11 Reducing Turnover with Intent Data
13:13 Understanding Different Levels of Intent Data
14:36 Leveraging First and Second Party Intent Data
16:14 Creating Effective Content for Different Stages
17:12 The Importance of Creativity in B2B Content
17:38 Practical and Tactical Content Strategies
18:25 Crafting Campaigns that Resonate
20:22 Case Study: Workiva's Success Story
22:17 Integrating Brand and Demand Strategies
25:58 Final Thoughts and Q&A