The B2B Playbook #186: Brand vs Demand: How to Balance Long and Short-Term Marketing
Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills.
This episode, we break down how to get out of that cycle – without dropping results.
We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time.
Here’s what we cover in this episode:
+ Why most marketers default to the short term (and how to break the habit)
+ The truth about diminishing returns in performance marketing
+ The role brand plays in lowering CAC and increasing sales velocity
+ How to map every activity to a stage of awareness using a unified framework
Tune in and learn:
+ Why only 5% of your market is ready to buy – and what to do with the other 95%
+ How brand building actually impacts the short term too
+ How to balance your marketing budget (even on limited resources)
This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline – without burning your budget or your boss’s patience.
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🔗 Links + CTAs
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00:00 Brand vs Demand: The B2B Tug of War
02:55 Why Short-Term Wins Can Hurt Long-Term Growth
05:10 The Real Cost of Chasing MQLs
07:00 Diminishing Returns in Performance Marketing
08:45 Why B2B Brands Burn Out Too Fast
10:15 The Hidden Power of Brand Building
11:45 Brand vs Activation: Know the Difference
13:05 The 5 Stages of Awareness Explained
14:55 Mapping Content to Awareness Stages
16:30 Balancing Brand & Demand on a Budget
18:00 What 60/40 Really Means for B2B Marketers
19:35 How to Allocate Budget With Limited Resources
20:55 Avoiding the 'Do It All' Marketing Trap
22:05 Final Thoughts: Build for Now AND the Future
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
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So you have everything you need to drive more revenue for your brand.
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S07 E186 - The B2B Playbook
#b2bmarketing #demandgeneration #brandvsdemand #b2bdemandgen #go2marketstrategy