Most B2B marketers are stuck in the short term – chasing pipeline, tweaking LinkedIn Ads, and fighting for form fills.

This episode, we break down how to get out of that cycle – without dropping results.

We unpack the research (like The Long and the Short of It), the frameworks (like our 5 Stages of Awareness), and how small marketing teams can build brand and hit pipeline targets at the same time.

Here’s what we cover in this episode:

+ Why most marketers default to the short term (and how to break the habit)

+ The truth about diminishing returns in performance marketing

+ The role brand plays in lowering CAC and increasing sales velocity

+ How to map every activity to a stage of awareness using a unified framework

Tune in and learn:

+ Why only 5% of your market is ready to buy – and what to do with the other 95%

+ How brand building actually impacts the short term too

+ How to balance your marketing budget (even on limited resources)

This episode is a must-watch if you're in a small marketing team and trying to build a brand and drive pipeline – without burning your budget or your boss’s patience.

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🔗 Links + CTAs

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💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00 Brand vs Demand: The B2B Tug of War

02:55 Why Short-Term Wins Can Hurt Long-Term Growth

05:10 The Real Cost of Chasing MQLs

07:00 Diminishing Returns in Performance Marketing

08:45 Why B2B Brands Burn Out Too Fast

10:15 The Hidden Power of Brand Building

11:45 Brand vs Activation: Know the Difference

13:05 The 5 Stages of Awareness Explained

14:55 Mapping Content to Awareness Stages

16:30 Balancing Brand & Demand on a Budget

18:00 What 60/40 Really Means for B2B Marketers

19:35 How to Allocate Budget With Limited Resources

20:55 Avoiding the 'Do It All' Marketing Trap

22:05 Final Thoughts: Build for Now AND the Future

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E186 - The B2B Playbook

#b2bmarketing #demandgeneration #brandvsdemand #b2bdemandgen #go2marketstrategy