{"id":48677,"date":"2024-12-12T16:28:04","date_gmt":"2024-12-12T16:28:04","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?post_type=resource&#038;p=48677"},"modified":"2024-12-12T16:28:04","modified_gmt":"2024-12-12T16:28:04","slug":"blending-brand-demand-to-increase-advertising-effectiveness","status":"publish","type":"resource","link":"https:\/\/www.demandgenreport.com\/resources\/blending-brand-demand-to-increase-advertising-effectiveness\/48677\/","title":{"rendered":"Blending Brand &#038; Demand To Increase Advertising Effectiveness"},"content":{"rendered":"<p>Nearly all of the buyer\u2019s journey is spent with marketing materials \u2014 not sales reps. With 83% of buyers conducting their research without assistance from sales reps, the onus is on marketers to figure out how to move the needle for buyers. In fact, a recent study by the Harvard Business Review found that 80% of buyers have a shortlist of vendors they\u2019ve considered before reaching out. With nearly all those buyers indicating they picked a solution provider from their list, marketers must refine their focus to blend brand and demand generation efforts.<\/p>\n<p>This special report will uncover the current state of brand and demand marketing to discuss the overlap and intersection between the two. With a focus on the role the blended departments play in advertising, we\u2019ll examine how to:<\/p>\n<ul>\n<li>Align long-term brand-building activities with short-term demand generation campaigns to create a cohesive strategy that meets both awareness and conversion goals;<\/li>\n<li>Use intent data to identify accounts showing interest in early engagement;<\/li>\n<li>Tailor content and ads to match their specific needs and interests at each stage of their journey;<\/li>\n<li>Add Connected TV advertising to the media mix to target prospects with personalized, high impact ads during their personal time; and<\/li>\n<li>Create engaging, innovative campaigns that resonate with audiences.<\/li>\n<\/ul>\n","protected":false},"author":66,"featured_media":48678,"template":"","resource_category":[19155],"topic":[19126],"class_list":["post-48677","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_category-state-of-guides","topic-b2b-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blending Brand &amp; Demand To Increase Advertising Effectiveness - Demand Gen Report<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.demandgenreport.com\/resources\/blending-brand-demand-to-increase-advertising-effectiveness\/48677\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Blending Brand &amp; Demand To Increase Advertising Effectiveness - Demand Gen Report\" \/>\n<meta property=\"og:description\" content=\"Nearly all of the buyer\u2019s journey is spent with marketing materials \u2014 not sales reps. With 83% of buyers conducting their research without assistance from sales reps, the onus is on marketers to figure out how to move the needle for buyers. In fact, a recent study by the Harvard Business Review found that 80% [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.demandgenreport.com\/resources\/blending-brand-demand-to-increase-advertising-effectiveness\/48677\/\" \/>\n<meta property=\"og:site_name\" content=\"Demand Gen Report\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.demandgenreport.com\/wp-content\/uploads\/2024\/12\/DGR_DG317_SR_Brand-vs-Demand_December-122024feat.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/\",\"url\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/\",\"name\":\"Blending Brand & Demand To Increase Advertising Effectiveness - Demand Gen Report\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.demandgenreport.com\\\/wp-content\\\/uploads\\\/2024\\\/12\\\/DGR_DG317_SR_Brand-vs-Demand_December-122024feat.jpg\",\"datePublished\":\"2024-12-12T16:28:04+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.demandgenreport.com\\\/wp-content\\\/uploads\\\/2024\\\/12\\\/DGR_DG317_SR_Brand-vs-Demand_December-122024feat.jpg\",\"contentUrl\":\"https:\\\/\\\/www.demandgenreport.com\\\/wp-content\\\/uploads\\\/2024\\\/12\\\/DGR_DG317_SR_Brand-vs-Demand_December-122024feat.jpg\",\"width\":1600,\"height\":800,\"caption\":\"DGR DG317 SR Brand vs Demand December 122024feat\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/blending-brand-demand-to-increase-advertising-effectiveness\\\/48677\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.demandgenreport.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blending Brand &#038; Demand To Increase Advertising Effectiveness\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/#website\",\"url\":\"https:\\\/\\\/www.demandgenreport.com\\\/\",\"name\":\"Demand Gen Report\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.demandgenreport.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Blending Brand & Demand To Increase Advertising Effectiveness - Demand Gen Report","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.demandgenreport.com\/resources\/blending-brand-demand-to-increase-advertising-effectiveness\/48677\/","og_locale":"en_US","og_type":"article","og_title":"Blending Brand & Demand To Increase Advertising Effectiveness - Demand Gen Report","og_description":"Nearly all of the buyer\u2019s journey is spent with marketing materials \u2014 not sales reps. 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