85. Brand Building vs. Sales Activation: What Is the Difference Between the Two?

Growth Marketers - Digital Marketing Experts

In today’s episode, we dive into the topic that is top of the mind for many of our listeners – short-term and long-term marketing efforts. We look at this from the perspective of sales activation and brand building, both of which might have the same end goal, but the way you go about them is entirely different.

Sales activation is just another word for "conversion". It occurs when a prospect decides it is finally time to make a purchase. Sales activation is all about moving from prospect to customer quickly, whereas brand-building is about attracting the prospect's attention and keeping it.

You might be holding yourself back from sustainable growth if you confuse sales activation tactics with brand building.

What is the right mix of those two types of strategies? How should you implement those ideas in your organization? And what are some commonalities between category-leading B2B organizations that are doing really well?

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