Welcome to a curated collection of inspiring and insightful reads and podcasts to help you align brand marketing and demand generation to drive commercial growth.

1. How can B2B marketing leaders close the space between brand and demand to increase impact

Why it’s useful: Actionable advice for B2B marketers on bridging the often-siloed investment in brand and demand, helping them better justify brand spend by tying it directly to commercial outcomes.

2. Unifying brand to demand: Unlocking sustainable growth in B2B

Why it’s useful: This whitepaper provides a comprehensive, research-backed framework for how to operationalise brand-to-demand integration, supported by real-world B2B case studies and data-driven insights.

3. The brand vs. demand quandary: What wins in B2B?

Why it’s useful: This panel-style video explores how B2B marketers can move beyond tactical channel execution and build strategic brand-to-demand engines that deliver sustained performance.

4.The future of B2B – Brand-to-demand – the key to unlocking growth

Why it’s useful: Featuring global leaders, this session emphasises brand-to-demand as the cornerstone of future-ready B2B marketing, tying brand equity to pipeline performance and growth.

5. Insights into balancing brand and demand gen

Why it’s useful: This episode dives into how revenue-focused B2B marketers can harmonise brand-building with demand gen programs through unified measurement and audience-centric planning.

Don’t forget, if you want some support to strategically align your brand marketing and lead gen, please get in touch