B2B SaaS Marketing Snacks
Trailer
Bonus
Episode 10
Season 1
10 - What role does brand play in your marketing?
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 solve
- Brand 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 on
- Brand 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 that
Inbound 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.