Despite Gitnux, Statista, eMarketer reports, B2B companies have been sleeping on brand affinity building in favor of BOFU PPC.
Performance marketing picked up in 2016-2017 as Facebook pages got shunned and VC funding kept pumping into hockey stick SaaS growth. 📈
While stats show that branded content is 22 TIMES more engaging than display ads.
With demand gen underperforming over the last year, pipelines are empty for companies whose brands don’t stay top of mind. 🧹
Millward Brown’s BrandDynamics pyramid assesses the strength of a brand’s relationship with its customers, providing insights into brand awareness, perception, loyalty, and emotional connection.
🏯 Here are the 5 stages in the mix:
1. Presence: How aware are your customers of your brand and its products or services?
2. Relevance: How relevant is your brand to your customers’ needs and preferences?
3. Performance: How well does your brand deliver on its promises and benefits?
4. Advantage: How different and better is your brand compared to your competitors?
5. Bonding: How emotionally attached are your customers to your brand and how loyal are they?
🎯 This is not a standard funnel exercise top to bottom.
It covers relevance (PMF), accuracy (delivering value), differentiation (blue ocean), and community building.
B2B marketers should spend more time on the foundational elements and less time on bid caps and wondering why PPC magnets don’t close sales.
✍️ Brown’s evaluation framework provides an assessment criteria for each company, gauging every level with a baseline of zero – negative connotation or delayed results vs. positive movements in each tier.
Run that within your own company with 5 people on the team and compare the results.
Then switch back to educational and valuable content + working with the right brand ambassadors to elevate the brand before Q4.
