Battling for branding budget

Recently, I presented best practices for integrated marketing at a dinner with several colleagues.  In attendance were marketing professionals from small to large IT companies.   We highlighted the importance of integration and specifically highlighted the importance of having a “sticky brand” when generating leads and demand.

We have research that showcases high awareness equates to a greater purchase intention.  But brand awareness is of utmost importance in busy markets, like IT security, where there are several vendors and many products.  However, when we discussed branding with these marketing pros, the overall opinion was that while it is necessary, marketers have a hard time getting their execs to fully embrace it because the marketers are not sure of how to prove ROI on it.  Consequently, it’s a small piece of the marketing budget.

Is this your experience as well?

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