How SaaS Marketing Teams Can Measure Revenue Impact of Brand Building

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Marketers aren’t doing enough!

If your pipeline is thin and you want more leads it may feel that marketing isn’t doing enough.

In the heady days of hoovering up the early adopters and early majority, brand marketing and awareness might have seemed like a frivolous waste.

Problem is, if the business doesn’t invest before it's in a tight spot it might be too late for marketing or outbound calling to impact the short term when times get tougher.

If there hasn’t been investment in awareness and reputation building teams can scramble all you want, that delicious dish needs to simmer before it’s ready to serve.

Speaking frankly, it’s shortsighted to say you can’t measure the impact of brand. It’s not straightforward and it takes time, but so does developing a great product and building a great company. If you’re in it to win it, then ya gotta do the work.

Smart strategy, aligned tactics, prudent budget allocation, short and long term measurement and horizons.

If growth, gaining market share and beating the competition are top priorities then investing the resource and effort to measure and improve your brand awareness and reputation should rise to the top of the priority list.

I’ve created some step-by-step slides on best practice for measuring and evaluating the business impact of using brand awareness as the air cover for your other growth initiatives like demand gen and driving quality leads into the pipeline. Click on the image above to access the PDF.