5 Common Misconceptions About Brand Marketing Holding B2B SaaS Companies Back
While brand marketing is gaining recognition as a key differentiator in B2B SaaS marketing, we still seem to have to swat aside several misconceptions before we get budget or campaign approvals.
These myths often lead to missed opportunities, slashed budgets, and the resulting effect of a sweeping dismissal of the value of brand to B2B SaaS companies. Here are some of the most prevalent myths and why they just aren't true.
Editor’s Note: This was adapted from The CMO Club’s Brand Marketing for B2B CMOs webinar with Liam Moroney, CEO of Storybook Marketing.
Misconception #1: B2B Brand Marketing is Just for Large Companies
This misconception stems from the belief that for brand marketing to work, we need a large marketing budget. The reality? Brand building is scale-agnostic.
Yes, companies like Salesforce and Adobe can afford to paint Times Square blue or red with billboards. But smaller B2B can also build strong brands through:
- Consistent messaging
- Thoughtful positioning
- Owning a distinctive perspective in their industry
- And delivering on their promise
Misconception #2: Brand Marketing Means Flashy Advertising Campaigns
When B2B leaders hear “brand marketing,” they often imagine expensive creative campaigns with questionable ROI. This binary view puts brand marketers and their campaigns in the crosshairs from the go.
But as Liam points out, “Brand is reputation and reputation matters immensely.”
Every customer interaction, from the quality of our products and services to our customer support service and our online presence all shape how prospects and customers perceive our brand perception. Thought leadership content, community engagement, and the partnerships we go into also play an important role in brand building.
Misconception #3: B2B Buyers are Purely Rational
As B2B marketers, we've operated under the assumption for too long that our buyers make buying decisions based solely on features, complex product evaluation checklists, and price. But research consistently shows otherwise.
“People in B2B are not as rational as we would like to believe,” says Liam. “There’s enormous risk that goes into buying anything on behalf of a company.” This risk means emotional factors like trust, reducing anxiety, reputation, and how it benefits the buyer's career all play a more important role than we like to accept in the buying process.
Misconception #4: Brand can't be Measured
The struggle to quantify brand impact often relegates it to a “nice-to-have” rather than a necessity. However, new-fangled analytics and measurement approaches make a brand's contribution more visible than ever.
B2B companies can track brand health and impact using metrics, including share of search, brand awareness studies, sentiment analysis, and customer lifetime value. Moreover, the ability to command premium pricing due to brand strength is a great indicator of brand success.
While brand measurement might not be as straightforward as tracking click-through rates, it's possible.
Misconception #5: Brand is Separate from Demand Generation
Perhaps the most harmful misconception is treating brand and demand as opposing forces competing for the same budget. Brand marketing and demand generation are not mutually exclusive but complementary and synergistic.
“Brand marketing works to change opinions and perspectives, and performance marketing is where it gets efficient, " Liam explains.
A strong brand makes demand generation more effective by increasing consideration, reducing friction, improving conversion rates, and allowing for premium pricing. Simply put, brand marketing lays the foundation for successful demand generation.
Why Bother?
Because these misconceptions hold us back. And once we recognize that brand building isn't limited by company size, goes beyond advertising, and can be measured, we can start to build brand programs that resonate with our target audience, win more budget, and establish brand marketing as a key part of our marketing toolkit.
What’s Next?
Ready to keep growing? We've got a couple of other resources you might find helpful, such as:
- The waiting room concept will change how you think about the buyer journey
- So you think you understand conversational AI's impact on search and SEO? Read this first
You should also subscribe to The CMO newsletter to stay on top of trends and get the latest tips, resources, and guides from our community of seasoned marketing leaders straight to your inbox.
