025 - Are you competing against everyone else, with the same message?
1* Why you should invest in demand gen
Every single brand invests in the bottom of the funnel activity.
This makes sense, it’s easier to track, easier to show ROI, and people have a need, and you have a solution.
But “every single brand” is active here.
Before a customer even seeks out a potential solution, they already have 2-4 brands in mind.
So, for those only active at the bottom of the funnel, you’re already at a disadvantage.
That’s why investing in demand generation can help unlock diminishing returns from performance marketing, increase higher converting inbound opportunities and speed up sales cycles.
Invest in building brand awareness before your customer is ready to buy, and this is how brands will win in the future.
2* Do we all sound the same?
We have so many products on the market, are they all starting to sound the same?
If you Google “marketing agencies”.
Look at any website that has curated marketing agencies, and half will possess the word “global”, “award winning” or a reference to being the “best”.
The impact of this generic messaging doesn’t impact the category leader’s vs those without brand recognition.
Smaller businesses need that point of differentiation.
Here is a 3-step guide to help you stand out.
1. Lead with a headline that only you can write.
2. Communicate your onlyness in the value prop above the fold
3. Say something your competition won’t want to copy (personality).
Check out the rest of this POV to see how these examples play out in reality.
3* 5 key roles in the ABM team
Are you building your ABM team?
Here are 5 key roles and their responsibilities for building an effective ABM team.
Conversations / Articles You Should Read
Brand Awareness vs. Demand Generation: What’s the Difference?
Demand-Gen vs. Lead-Gen: What's The Difference?
How to resolve the attention paradox
Building $1K - $10K MRR Micro SaaS products around Cold Outreach
If B2B marketers could time travel
Tools, Platform, Events or Podcasts
Each week I share a tool I find interesting, an event I’m attending or a podcast I have listed too.
These are the five B2B podcasts I listen to, in no particular order.
****