For many marketing managers, a tense relationship with the CEO is the norm. After one Study of the Fournaise Group73% of CEOs say, "Marketing professionals lack business credibility and the ability to generate sufficient growth, and 80% of CEOs simply do not trust marketing professionals at all, while 91% trust CIOs and CFOs."
One reason for this general feeling is that many marketing activities are not as measurable as others. And in the age of data-driven business"Sluggish" metrics that do not directly impact sales can frustrate CEOs.
Brand awareness is the hallmark of these "mushy" metrics. You know that this is critical to the success of your business. However, we need to clarify this mysterious marketing metric if we want to coordinate with other CEOs.
The Brand Awareness Challenge
Marketing professionals are too often drawn by business leaders in the opposite direction. Your CEO wants you to improve the reputation of the brand so that B2B prospects come to you when it's time to shop. You know that Be known, popular and trustworthy is the key to increasing the bottom line.
At the same time you are under immense pressure to assist the sales team in achieving strict sales targets. Brand awareness tactics are often inconsistent with the campaigns that you know generate rapid sales profits.
This is why it often comes as that Marketers face the biggest challenge, How do you reconcile both long-term awareness goals and short-term sales needs?
The urgency of this challenge has led to millions of articles measuring this KPI. Tracking changes in direct traffic, monitoring changes in earned media spots, identifying external links for SEO, and measuring community growth on social platforms – these are the most common arguments for measurable brand awareness.
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But they are not enough.
Even if you do your best to measure brand awareness and prove your ROI, the correlation of the results with the end result remains challenging. Much of the problem can be attributed to a spray-and-bet approach to brand awareness. Strengthening the link between brand awareness techniques and the end result requires a more focused approach.
Make sure each brand awareness tactic counts with Intentional Data
Brand awareness campaigns should not be based on theoretical buyers or perceived audiences. While these traditional marketing measures can not hurt you need to go a step further to reduce the noise and attract the attention of the right people.
Intentional data can be used to limit the scope of brand awareness campaigns to the potential customers currently on the market for your products. By aligning with the sales to reach the target accounts, you can meet the challenge of brand awareness on both ends. You can generate interest from the accounts that convert quickly and at the same time create a foundation for long-term brand awareness.
The value of intent data extends to just about every brand awareness tactic imaginable, including:
- guest Post: Publishing Thought Leadership articles in the right places can help put your brand first with potential customers in the marketplace. Intentional data helps you understand where the best places for guest contributions are and which topics are most valuable to your audience.
- content marketing: Similar to the benefits of posting guest posts, Intent Data provides insight into potential customers so you can develop a more effective content marketing strategy. Instead of guessing the topics to be covered, you can make your brand awareness campaigns more targeted.
- Search Engine Optimization: Learn which match types are most valuable to the specific accounts your sales team is targeting. Create SEO campaigns around these keywords so you can report ROI based on search engine rankings and impact on potential customers.
CEOs and other executives want to know that marketers do not waste time brand awareness. While measuring the ROI for internal alignment is critical, the first step should be to determine if your strategy is focused on active target accounts. Using Intent data to improve your focus makes brand awareness less of a mystery to your business prospects.
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