Episode 10
10 - What role does brand play in your marketing?
Brand trust is the most important aspect of a B2B SaaS startup’s brand. How is it different from brand recognition, brand awareness, and brand recall?
B2B SaaS Marketing Snacks · Kalungi
November 7, 202011m 24s
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Show Notes
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.
Topics
B2b software saas marketing cmo strategies product content marketing Brand recognition brand awareness brand trust brand equity brand strategy