10 - What role does brand play in your marketing?
B2B SaaS Marketing Snacks
English - November 07, 2020 02:03 - 11 minutes - 10.5 MB - ★★★★★ - 11 ratingsMarketing Business Entrepreneurship Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Previous Episode: 9 - How to forecast revenue with CAC, ARPU and churn
Next Episode: 11 - What OKRs should your marketing team use?
Brand awareness can be divided into the following categories:
Brand recall: ensure that prospects you marketed to months prior will remember your brand once they encounter the challenge you solveBrand recognition: refers to the concept of demarcation, that’s where logos and jingles come in to identify your brand and also drive brand recall later onBrand dominance: achieved when you dominate the niche market you carved for yourself – it’s the highest level of brand awareness.Brand trust: is the most important for b2b SaaS because you need the least friction possible to drive buy-in and trust is a big part of thatInbound assumes the audience is doing a lot of the work, but in the case of a new product category or a market where customers haven’t put a name on their problem or even realized that they have a need, outbound (e.g. Account-based marketing) becomes necessary to drive brand awareness.