Brand and demand are not opposing forces. The best B2B companies use brand storytelling as the engine that fuels their demand generation strategy.
Dave Gerhardt & Kyle Lacy
Founder, DGMG · SVP of Marketing, Seismic
Brand Stories Start at the Top
Leadership should drive messaging development, though input from managers, contributors, and customers strengthens adoption. Story is strategy — executive involvement in crafting narratives is essential for authentic, consistent brand building.
Revenue Must Precede Budget Growth
Before expanding branding investments, organizations need sufficient cash flow and proven ROI. Smart budget allocation — 70% for pipeline generation and 30% for branding — helps justify increased spending and build the case for greater brand investment over time.
One-Word Positioning
Simple naming conventions create powerful brand hooks. Drift's "conversational marketing" terminology became an industry standard, allowing customers to advocate for the concept itself. The lesson: own a category-defining term and let it do the heavy lifting for your brand.