Brand Marketing is the New Demand Generation

First, An Apology

Sorry, demand generation professionals. We still love you and your jobs aren’t going away. But, as you are well aware, the B2B buyer journey has changed — dramatically. Your roles, measurements, data sources, and tool sets have also transformed. All for the better.

And Then Some Important Context

In the enterprise security space where I have lived for the past four years, things are quite noisy. Introducing Exhibit A, courtesy of Momentum Cyber:

Start with Why

Let’s take a step back. Most Silicon Valley pre-IPO companies do a masterful job describing WHAT they do and HOW they do it. “We build a better mousetrap that catches bigger mice with less expensive cheese.” Great.

And It All Builds From There

Once we nailed down our bold new mission (our Purpose), the path to completing the brand platform was relatively straightforward. Our Positioning felt differentiated and meaningful without getting into specific products. And our brand Promise — Agari gives you the confidence to open, click, and trust everything in your inboxmeans something to virtually every business user on the planet.

Design Matters

By this point in the journey, you have invested significant energy and capital into your brand strategy — so the creative can’t disappoint. With the foundation of a solid brand platform in place, design explorations can begin. Without getting into the gory details, we embraced a fairly large and dramatic design transformation during our journey. To give you some sense of the shift in our own visual expression, check out the before and after views of the Agari product marketecture:

Integrate, Activate

Memorialize your brand positioning publicly on a dedicated page like this. Then rally your teams around your brand strategy + standards and start building: messaging, boilerplates, content assets, SDR scripts, demand campaigns, digital experiences. You get the picture. But do it with purpose, and always tie back to the brand strategy while honoring your standards.

Some Parting Thoughts

Most Silicon Valley startup marketing organizations, while well-intentioned, are missing the boat. They focus virtually all resources on instrumenting the demand engine to drive current + next quarter pipeline. Yes, delivering quarterly pipeline goals is table stakes. But not at the expense of also investing in the brand. It really shouldn’t be an either/or decision. And it can’t be “we’ll invest in the brand once we get the demand engine in shape.“

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Agari

Agari

Agari is the Trusted Email Identity Company™, protecting companies and people from phishing and socially-engineered email attacks.