Marketing: “We want to focus on branding.” Sales: “How about No???”

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Marketing: “We want to focus on branding.” Sales: “How about No???”

Marketing: “We want to focus on branding.” Sales: “How about No???”

In a B2B company, is good ‘branding’ sufficient to acquire leads and grow a business? Commonly, marketers will claim it does. Sales teams tend to be skeptical.

So, who is right? What exactly is brand or ‘branding?’ And how can a company navigate the challenges surrounding these discussions?

This episode is for you if:

– You are a CEO or GM of a mid-sized B2B company

– A salesperson frustrated with your marketing teams branding claims

– A marketer frustrated with the lack of understanding sales has about brand

– Someone generally curious about the science of brand.

We are going to explore specific branding challenges through B2B development company AppCrafter Studios.

What should CEO Sarah do when the marketing team claim that good branding is enough, yet the sales team are up in arms about it?

Some of the specifics this episode will cover include:

– How you can measure brand

– What branding is

– What is branding strategy?

– What is brand salience and why it’s important

– The brand spectrum of sophistication

– Whether the marketing team should be talking to customers or not

– Why sales and marketing rarely work well together

And

– Whether the marketing team are right when they say that good branding will result in leads just happening

To discuss, Marketing and Sales Consultant Jack Ferguson is joined by Growth and Product Marketing Specialist Alex Urquhart.

Find Jack Ferguson on:

LinkedIn: Jack Ferguson | LinkedIn

Website: Small Business Consultant Brisbane – Jack Ferguson

Find Alex Urquhart on:

LinkedIn: Alex Urquhart | LinkedIn

Website: Home | Market Science (market-science.co)

Show Notes:

0:30 Introduction

1:45 Introducing the case study. AppCrafter studios.

3:15 Is it ok for the marketing team to do just ‘branding?’

8:20 What are examples of branding?

11:15 How do you measure brand?

14:20 What happens when brands stop advertising?

14:55 What is brand salience?

19:35 What is the spectrum of sophistication when it comes to brand?

23:35 How do you find out if you have some prospects who are just about to buy?

28:10 Why do sales and marketing teams regularly not work together?

Crafted by Tutai. Illustrations by @missfitz.designs.