However, in practice, building a strong brand directly influences the ability to generate demand, reduce acquisition costs, and increase business efficiency.<\/p>\n
This happens because before requesting a demo, filling out a form, or talking to a salesperson, the potential client has already had various interactions with content, experts, and companies in the market.<\/p>\n
Thus, the more familiar they are with a brand, the greater their confidence tends to be during the buying process.<\/p>\n
That’s why we’ve prepared this article to explain why brand building has come to play an important role in the growth of B2B companies,<\/strong> as well as present the key metrics to track brand evolution. Check it out.<\/p>\n In free translation, the term brand building means building a brand.<\/p>\n In the context of B2B marketing, it represents the set of strategies aimed at increasing recognition, credibility, and value perception <\/strong>of a company over time.<\/p>\n In other words, unlike campaigns focused exclusively on the immediate generation of leads, the objective of brand building is to ensure the company is remembered when a need to purchase arises.<\/p>\n To this end, the strategy combines different initiatives such as<\/p>\n For a long time, there was the idea that B2B companies sold only based on price, functionalities, or technical arguments.<\/p>\n Consequently, many organizations directed almost all their investment towards performance media actions.<\/p>\n However, although rational factors are part of the decision, the buyer is still a person.<\/p>\n And naturally, people tend to trust more in companies they know, remember, and recognize as references in their segment.<\/p>\n This is precisely why brand building has come to play an increasingly strategic role in B2B.<\/p>\n After all, when a company gains recognition and credibility, the sales process faces fewer objections, generates more trust, and increases potential clients’ willingness to start a conversation.<\/p>\n As a result, demand generation is also strengthened.<\/strong><\/p>\n Thus, instead of relying solely on ads to attract opportunities, the company comes to be spontaneously found by professionals who have previously had contact with the brand.<\/p>\n But the benefits of brand building are not limited to brand recognition.<\/p>\n This is because over time they also start appearing in key performance metrics and make acquisition strategies more efficient.<\/p>\n One of the main reasons is the so-called halo effect, which makes a positive perception of the brand increase the buyer’s trust even before they know all the details of the solution.<\/p>\n In practice, this reduces the sense of risk and decreases the obstacles along the sales funnel.<\/p>\n In this way, leads who already know the company usually come better prepared for the commercial conversation,<\/strong> require less effort to convince and tend to compare fewer alternatives based only on price.<\/p>\n Moreover, companies with more consolidated brands generally close deals faster and need to offer fewer discounts since the perceived value is higher.<\/p>\n Indeed, this impact can also be observed in paid media campaigns.<\/a><\/p>\n As brand recall increases,<\/p>\n As a result, the CPA tends to decrease and acquisition investments start to generate increasingly efficient returns.<\/strong><\/p>\n When evaluating a brand building strategy, many companies believe that their results are difficult to measure.<\/p>\n However, there are several metrics that help track brand evolution even if they are not directly linked to revenue generation.<\/p>\n Together, these branding metrics<\/a> show whether the company can expand its market presence, strengthen its authority, and increase its chances of being remembered by the public.<\/p>\n Among them are:<\/p>\n Although each metric offers a different perspective, it is the combined analysis that allows understanding of brand evolution.<\/p>\n Thus, by consistently tracking these metrics, it becomes easier to identify if branding initiatives increase the company’s recognition and contribute to generating demand over time.<\/p>\n After identifying the main brand building metrics, a new challenge arises: understanding how they influence business results.<\/p>\n After all, tracking these metrics in isolation is important, but the real value lies in relating them to commercial performance and their impact on demand generation and conversions, as we will see next.<\/p>\n To begin with, it’s important that branding and performance metrics are tracked in an integrated manner.<\/strong><\/p>\n But when these data are spread across different tools, it becomes much more difficult to understand how an initiative influences commercial results.<\/p>\n For example, a content campaign can increase brand searches weeks later, while a YouTube video can generate recurring visits to the site.<\/p>\n But if each of these pieces of information remains isolated, the company loses a complete view of the customer journey.<\/p>\n Therefore, by bringing together awareness, acquisition, and sales metrics in a single dashboard, it becomes much easier to identify which actions truly strengthen the brand and contribute to business growth.<\/p>\n Once that’s done, the next step is to include the main channels used in the brand building strategy.<\/p>\n This way, it becomes possible to track how each initiative contributes to increasing the company’s recognition and generating business opportunities.<\/p>\n Among the most commonly used channels are:<\/p>\n Besides these channels, newsletters,<\/a> blogs, events, and webinars can also be part of the strategy depending on the company’s objectives.<\/p>\n Regardless of the choice, the most important thing is that all are analyzed in conjunction with acquisition campaigns and commercial metrics,<\/a> providing a more complete view of brand building results.<\/p>\n Finally, it’s important to centralize all these data in a single analysis environment.<\/strong><\/p>\n After all, as operations grow, tracking information spread across media platforms, CRMs, and other tools becomes an increasingly time-consuming process.<\/p>\nExecutive Summary<\/h3>\n
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What is brand building and why B2B should not ignore it<\/h2>\n
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How a strong brand reduces CPA and increases closing rates<\/h3>\n
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Brand building metrics to track<\/h2>\n
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\n Metric<\/strong><\/td>\n What it means<\/strong><\/td>\n<\/tr>\n \n Share of voice<\/strong><\/td>\n Measures the brand’s share in market conversations compared to competitors. The higher this rate, the greater the company’s visibility tends to be in its segment.<\/td>\n<\/tr>\n \n Branded search<\/strong><\/td>\n Represents the volume of searches for the company’s name in search engines. Growth in this metric generally reflects greater recognition and spontaneous interest in the brand.<\/td>\n<\/tr>\n \n Growth of own audience<\/strong><\/td>\n Tracks the growth of followers and subscribers on channels such as LinkedIn, YouTube, newsletters, and podcasts, indicating the strengthening of the awareness strategy.<\/td>\n<\/tr>\n \n Organic engagement<\/strong><\/td>\n Analyzes likes, comments, shares, and other spontaneous interactions, showing if the content truly generates relevance for the audience.<\/td>\n<\/tr>\n \n NPS and spontaneous referrals<\/strong><\/td>\n Evaluate the level of customer satisfaction and the frequency with which the company is naturally recommended, two strong signs of a consolidated brand.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n Integration of branding and performance data in a single marketing dashboard<\/h3>\n
Why separating brand from performance creates a blind spot in analysis<\/h4>\n
Which channels to connect to the dashboard<\/h4>\n
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How Reportei unites discovery and conversion metrics in a single report<\/h4>\n