Demand more from Demand Gen. Make B2B creativity compete better!

​B2B marketers are constantly being asked to do more with less. Build the brand. Generate demand. Capture leads. Prove ROI.

​But what if brand and demand didn’t have to compete for the same marketing budget?

​In this roundtable, we’ll explore how B2B technology brands can use the same channels and campaigns to build long-term memorability while capturing short-term demand. We’ll discuss why so much demand generation is effective at delivering information but ineffective at building memory — and how more distinctive, imaginative creative assets can change that.

​Drawing on the principles of Competitive Creativity®, we’ll look at how Imaginative Creativity can earn attention and create memories, while Systematic Creativity provides the consistency and clarity needed to turn that attention into action.

​The questions for the room:

Are you investing in building brand familiarity to increase awareness and reduce event cost of acquisition?

Are you marketing efforts focused on converting the 5% of prospects who maybe in market?

How can we stop treating brand and demand as separate disciplines, and start making every marketing pound work harder at both?

How much control do you have in influencing
or adding to your branding assets?

What are your most memorable branding assets that build mental associations with your brand?

​Session hosts: Alistair Ross, Creative Partner & Co-Founder, LogicLogicMagic & Sinead Woodley, Managing Partner & Co-Founder, LogicLogicMagic