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.