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Are brand awareness and demand generation rivals, or the ultimate power couple?

Martech

I’ve attended recent industry events, including Swaay.Health LIVE, MarTech Spring 2025 and the Midwest Digital Marketing Conference, and one big challenge kept coming up: how do we balance brand awareness with demand generation? And the numbers back it up: 87% of top-performing marketers combine brand and demand strategies.

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Behind the scenes of Betterment’s B2B brand awareness campaign

Martech

Despite Betterment’s long-term success and technical accomplishments, it has a real problem with brand awareness. You start as a digital brand going into a legacy category where Fidelity has online presence and brick-and-mortar offices and they’re running ads in a huge media spend,” Rosenblum told MarTech. The problem.

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Future-proof your content strategy by Edna Chavira

Martech

This live panel discussion will explore strategies to maximize content impact, increase audience engagement, drive conversions, and boost brand awareness.

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Pipeline 360 launches new display advertising platform

Martech

Pipeline 360, Integrate’s B2B media business, today launched a purpose-built display advertising platform which will combine with its “write once, publish often” content syndication solution for an integrated “branded demand” offering, where demand generation is wrapped together with building brand awareness.

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Marketing-Led COVID-19 Growth Strategies: 2022 and Beyond

This is your chance to create unprecedented brand awareness, bring in the best leads sales has ever seen, and play an instrumental role in generating new and existing business revenue. More than two years into the pandemic, COVID-19 is far from over.

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Email marketers sharpen deliverability tactics at MailCon

Martech

Engagement: Messages are sent frequently to build brand awareness. Acquisition: When customers make a purchase and join the list they receive a confirmation. Onboarding: New customers receive a welcome message about the company.

Marketing 121
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How to put marketing data into meaningful context

Martech

Can they quantify that they increased brand awareness? Maybe yes, but did the increase in brand awareness result in more sales? Do they quantify the success of their efforts? Typically not. Yes, people might speak of that latest campaign, but what did it do for their client?

Marketing 122