HomeResearch Articles Murky Waters: Understanding Brand in the SiriusDecisions Demand Waterfall®

Murky Waters: Understanding Brand in the SiriusDecisions Demand Waterfall®

  • Competition between brand and demand is counterproductive and unnatural – the future of b-to-b marketing is brand-demand mutualism
  • The Demand Waterfall provides visibility into what prospects do, but not why they do it – and operational brand measurement can help fill this visibility gap
  • High-performing demand marketing efforts leverage strategic, audience-aligned brand and reputation programs to maximize yield
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