Walker Johnny

[shakilmahmud]

Branding is when you create memories that influence behavior over the long term. → Activation, on the other hand, seeks an immediate response from keting efforts, without necessarily forg long-term memories. This latter approach is often referred to as classic leadgen in the world of B2B keting. It encompasses paid search or display advertising. Think about Amazon’s daily deals or our own WriterAccess’ 1-day free trial, it’s those limited-time promotions. It’s performance keting.

As is often the case in B2B (too often), we have always given priority to activation/leadgen – and this in a way makes sense for a start-up like Rock Content in its first years of operations. Activation Chile Email List delivers immediate results, supporting our monthly pipeline. You can measure the return on investment of it, in (nearly) real-time. On the other hand, branding takes time, its results are long-term and not so easy to measure. But it’s through branding that you will generate demand.



The first supports the second, and the second complements and completes the first. It’s like having a keting model operating at two different speeds; you must balance the two speeds and adapt them to your specific situation. Too much activation results in insufficient demand and strong conversion, but limited growth; excessive brand-building risks create a robust demand but weak conversions. To achieve sustainable long-term growth, you need to have a good level of demand and a good level of conversions.
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