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Brand Building v. Demand Generation: Mutually Exclusive, or Not?

Huff Post contributor Joe Hyland, CMO of ON24 navigates the gulf between content marketing (the brand building category) and demand generation (which drives more leads).

Each of these approaches uses different metrics, different language to describe approaches and explain results, and the marketers who specialize in each area utilize different skills. Both are important to overall marketing.

A CMO’s philosophy and priorities, corporate culture, sales force goals, and business objectives all play a role in how to balance these two marketing approaches. There differences may make them seem mutually exclusive but in reality it’s a Gestalt—two approaches that, together, are greater than any individual part alone.

Read the full article from the Huffington Post.

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