Do you feel stuck trying to balance marketing funds between building your brand and getting leads? I struggled with this too, until I learned only about 5% of B2B buyers are ready to buy right now. 3 That made me realize it was time to take a closer look at Brand To Demand Marketing. 1 In this post, I’ll share simple steps that can help you connect naturally with potential customers—from when they first discover your business all the way through to a sale—without spending more than you need.

Keep reading for tips that really work. 2

Key Takeaways

  • Right now, just 5% of B2B buyers are ready to buy—95% are still thinking things over.
  • Most businesses underspend on brand marketing (about 30% or less), leading to doubts and missed connections with customers.
  • About 56% of tech buyers choose brands they know; 51% of B2B customers rely on past brand experiences.
  • For best results, stick to a 60-40 budget split: 60% for brand awareness and 40% for immediate sales activities.
  • B2B companies investing nearly half (around 45%) of their marketing money into brand efforts tend to see stronger outcomes.

Unlocking Success With Brand To Demand Marketing Strategies

A diverse team collaborates on a marketing campaign in a modern office.

I’m seeing more companies mix brand building with demand creation for better results. This combo helps you reach both short-term sales goals and long-term growth through a smart, full-funnel approach.

Understanding the Brand-to-Demand Approach

Brand-to-demand marketing connects your company’s image directly to sales. Most B2B buyers aren’t ready right now—data from the Ehrenberg Bass Institute shows just 5% are actively making a purchase.

The other 95%? They’re still thinking it over. This gap matters since LinkedIn research highlights that 56% of tech buyers prefer working with recognizable brands. 1 My campaigns perform best if they speak clearly to both groups—the ones buying now, and those likely needing us later.

This issue creates a big gap in B2B marketing, between the branding team and the sales folks. SiriusDecisions found that 90% of C-suite executives use brand reputation to narrow down their vendor choices.

Yet 33% of budget decision-makers question the impact brand marketing has on growth. Another 28% say it’s hard to connect brand-building to actual sales. My way around this is simple—create content that establishes credibility, paired with focused ads that highlight distinct customer problems and draw in leads. 2

The Importance of Balancing Brand Awareness and Demand Generation

I’ve noticed many companies getting marketing budgets wrong. They usually spend too little—often just 30% or less—on brand marketing. That creates a trust gap, plain and simple.

Buyers hesitate to buy from brands they barely know; people want comfort before spending their money. From what I’ve seen, blending brand-building with sales tactics gets the best results.

Both sides should cooperate—not compete—for marketing dollars.

The data makes this pretty clear. About 64% of buyers think ads don’t really address their actual problems. That’s because most companies chase quick sales rather than forming genuine connections.

To boost my visibility, I rely on customer testimonials, display ads, and guest articles posted on reliable websites. These strategies keep me visible throughout the buyer’s entire journey.

A solid blend of brand awareness and demand generation lays the groundwork for measurable growth. 3

Key advantages of a combined brand-to-demand approach deliver even stronger results for your marketing. 4

Key Benefits of a Unified Brand-to-Demand Strategy

A unified brand-to-demand plan brings major wins for your business that go beyond basic marketing. This smart mix of brand building and lead generation creates a complete system that boosts your results across the board.

Building Long-Term Relationships and Trust

I’ve personally watched trust shape many B2B buying decisions. The data backs this up—51% of B2B buyers make their choices based on prior experiences with brands. Most marketers underestimate how critical trust really is.

Clients who take the time to craft powerful brand stories—before sending out sales pitches—tend to perform way better. Building trust means showing up regularly, being visible on platforms your buyers already use.

London Business School nailed this idea, boosting ad exposure 10 times over, and dropping cost per lead by 9%. 5

Building trust takes time… it grows slowly from sharing useful content and staying honest at every customer touchpoint. My top-performing campaigns always help customers solve their biggest headaches, not simply sell things.

This strategy pays off, since 70% of buyers already check out possible solutions online long before reaching out. Finding the sweet spot between branding and sales efforts creates trust, leading prospects to become loyal clients who stick with you long term. 5

Driving Measurable Demand and Business Growth

I help businesses grow by creating smart, brand-to-demand strategies. My marketing approach follows the 60-40 rule—60% toward branding, 40% toward direct demand efforts. The results speak clearly.

Companies investing around half of their budget in branding tend to perform better. 7 Even now, B2B companies put about 45% of their marketing money into brand-building activities. 6

My methods keep close tabs on clear metrics, tracking everything from the initial interaction right through to the sale. Analytics let me spot exactly which content resonates with target accounts, turning curious leads into paying customers.

The payoff is great—quick sales gains, plus solid, long-term market strength.

Conclusion

I’ve watched “brand to demand” marketing transform the success of plenty of B2B companies. It connects trust-building with real sales results. Marketers today lean on intent data—which means spotting accounts that show clear buying signals—and crafting messages that directly match their needs.

The smartest approach mixes basic brand awareness with quick-response marketing across every buyer stage. Your marketing dollars stretch further once brand-building and demand generation work side-by-side instead of fighting for attention.

Start by testing small things first—see what’s effective, adjust, then grow your strategy from there for steady, long-term results.

References

  1. ^ https://www.linkedin.com/business/marketing/blog/trends-tips/brand-to-demand-marketing-abm (2024-01-26)
  2. ^ https://www.linkedin.com/pulse/connecting-your-brand-demand-marketing-strategy-demandify-media-l8qff
  3. ^ https://www.linkedin.com/pulse/balancing-brand-building-demand-generation-long-term-b2b-success-4shmf
  4. ^ https://www.linkedin.com/pulse/why-brand-awareness-demand-gen-work-best-together-neil-williams-xpose
  5. ^ https://www.madisonlogic.com/blog/why-brand-to-demand/ (2023-11-30)
  6. ^ https://27154074.fs1.hubspotusercontent-eu1.net/hubfs/27154074/Published_Version_WARC_LINKEDIN%26STEIN%20IAS_24JUNE2024_FINAL.pdf
  7. ^ https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/brand-to-demand/Brand-and-Demand.pdf
Andrew McKinsey

Andrew MyKinsey is a leading expert in brand marketing strategy with over a decade of experience in the American market. Since founding his firm in 2010, he has consistently driven innovation and success. His educational background includes a Master’s degree in Marketing from Harvard University, along with multiple professional certifications in Brand Management and Digital Marketing Strategy.
Andrew also serves as a member of the American Marketing Association, which underscores his commitment to staying at the forefront of industry developments.
His awards list is extensive; notably, he was named "Innovative Strategy Firm of the Year" three times since 2018 by national marketing associations.
Andrew's contributions to the field of marketing are widely recognized. He has authored several influential articles published in top business magazines such as Forbes and Business Insider.

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