Brand & DemandMARKETINGSGREATLOVESTORYARELATIONSHIPGUIDEProphetslatestresearch exploreshowhigh-performing marketers create value byintegrating brand building and demand generation,ＰRＯＰＨETAGLOBALRESEARCHREPORT
PROPHETXMANOMAKETINGEPORT·2for more than a decade, mar keting leaders acrossThe Brandindustrieshave been seekingthe right balanceofbrandbulding anddemandgeneration.Theriseofdemandlimitsmarketing'simpact.Insteadand Demanddigital marketing and the resulting ability to trackwethinkofthem as twoequalpartnersthatresultsmoreeffectivelyproduced tensionbetweentogetherformoneheart of marketing. Ihn2024Love Storylonger-termbrand value and shorter-termresultsnew research showed that organizations thatadont an Integrated approach are more likelytodrive outstanding businesresultsperceived asprioritizingbrand bulding actvltieswhile Chief Financial Officers(CFOs)haveprioritizedThat'swhvwethink ofthedemand generation activitiesrelationship between brand,Withmarketers underintenseoressuretoauantifvand demand as a love story.their value to the business, it's no wonderdemanddeneration-alsoreferred toas"performancemarketing'-dominatestheconversation.
XMANOMAKETINGEPORT:DOur latestresearchgoesfurthr.Organizations that consistently outpertormThisstudydemonstratesthatformanythe discussionis focused on resourcecompetition connect brand and demandallocation,;ihnotherwords.howmuchshould Ispendagainst each?ThishasresultedIn astrong swvingtowardsdemandbased spending since 2022. But crucially3spendina pattems betweenthosethatoutperfortheircompetitionand thoseInstead, we found that winning businesseslook bevond discussions about budaetsMORELKELYTOBETheyhaveboth amindset ofintegration.ＦＵＬLYINTＥＧRＡＴＥD*andorganizationtoconnectbrand anddemand. It showsthat CMOs whodeliveroutsized growth are theoneswho arestoryarealityWe callthis:TheBrand andDemandRelationshipGuide.
PROPHETThe heart of the marketing love storyBrand and demand workina toaether to dellver bothimmediate and sustained outcomesBRANDOBJECTIVEDEMANDOBJECTIVEChangingChangingPerceptionBehaviorsBuldsbrandrelevance:cohesive overtime and-Identifescurrent,gyrowthaudlences andacrosschannels;differentiated andownableensures value propostlons are based onEnsuressustained relationships thatgobeyondcurrentmarket+businessneedsrational demand, and enables long-trm.Builds addressable, findable audlencespremiumpricing,Acceleratescustomers alona their loumevand nudges them to next best action,advocatesoutofbrandloversmovingtoconversionand usage
INTEGRATEDCUSTOMERJOURNEYSFORMTHECANVASFORBRANDANDBdBrand-ledt:DemandSecondaryBeneftDbSecondaryBenefitIntegrationmeansbuildingDEMANDINTEGRATIONan organization and waysofworkingsothat brandBRANDBUILDINGLEADSDEMANDMARKETINGLEADSand demand have a role toCreatethestongestpossibleHelpcustomersand consumersplayat everypoint across anrelationshipbetweenacompany'sbrandsand allpingbrandconnected customerjourney.vaiceandpromisefont andcenterpossible customersMany organizations silo their thinkingso thet brandis'upperfunnel'andBdDbdemand is lowerfunnel."INTEGRATEDINTEGRATEDTargetingEXPLOREONBOARDINGJsageasWa think...
