Question 01
Comparing 2021 to 2020, were your organisation's marketing priorities any more or less focused on brand building and brand awareness? (answers for net more focussed)
US / UK
SME / Enterprise
Question 02
On a scale from being fully led by brand and being fully led by product, where would you rate your marketing?
US / UK
SME / Enterprise
Question 03
How well, if at all, do you feel you fare against your competitors in terms of a distinctive brand identity? (answers for net well)
US / UK
SME / Enterprise
Question 04
Comparing this year to last, were your organisations marketing priorities more or less focussed on brand marketing? (answers for net more focussed)
Expert Perspective:
How important is brand in B2B tech marketing?
Dmitry Shamis
Global Head of Creative, HubSpot
This is something we’ve been thinking about a lot as we actually just released our first ever brand campaign.
In enterprise-grade software, your customer is very rarely just ready to buy. That decision has major implications, and there are usually lots of people are involved. It’s important to make your brand known, so that when your buyer is ultimately ready to make a decision, you’re present at the top of their mind.
I don’t think you’re going to do that solely through product marketing. Some people might get excited by a list of features or a new beta, but most people won’t. That’s not going to make you stand out.
But if you can create an emotional hook, if they like your style, then when they do need your product, you’ll have already created that connection – and maybe they’ll bring you into the consideration phase.
“When your customer is ready to make a decision, you need to be at the top of their mind. I don’t think you’re going to be there solely through product marketing.”
