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Create Sustainable Pipeline Growth with Brand-to-Demand

Build brand authority and influence key stakeholders at every stage of the buying journey with integrated brand-to-demand programs.

Let’s Generate Some Pipeline

Meet Buyers on Their Terms

Reach your target customers throughout their journey with integrated thought leadership, brand building, and lead generation programs delivered across our media network.

Tell the Right Story

Leverage our team of industry experts and exclusive audience intelligence to craft the most impactful narratives and content for your market.

Build Brand Authority

Elevate your brand awareness and preference during the learning and discovery phase with advertising and thought leadership.

Capture Demand

Influence key stakeholders and generate qualified leads from decision-makers researching new solutions in your market category.

Stay Top-of-Mind for Decision-Makers

With increasing purchase frequency and more competition than ever, it’s critical to maintain brand preference with your target customers while capturing demand from those actively seeking a new solution–before they end up on or your competitor’s website.

83%

of tech buyers have added or switched vendors in the past 12-18 months.

Reach Your Audience Early and Often

Millions of business professionals rely on our global media network every day to learn, evaluate, and make technology buying decisions.

We help you reach your target audience and build sustainable pipeline with an always-on approach to brand building, thought leadership, and lead generation.

Discover Our Audience
TA audience ecosystem
TA buying journey

Deliver the Right Message on the Right Channel

With a global network of editorial content covering 150+ B2B technology categories, we help you reach your target audience with the right message at the right time on the channels they already trust.

  • Build brand awareness and authority with advertising, sponsorships, and native advertorials on our TOFU editorial sites, podcasts, and social media channels
  • Capture demand with content syndication, webinars, and lead gen campaigns targeting in-market buyers who are engaging in BOFU decision-making content
  • Tell the right story at every stage with audience-centric content produced by the experts at StudioA
Our Brand-to-Demand Services

“TA helps us build our brand and capture demand from IT, HR, and Finance leaders at key in-market accounts across their network.

These leads are more engaged and convert at a higher rate, leading to 42% more new meetings booked and larger deal sizes vs. our benchmarks.”

Sr. Director of Demand, Paycor

2:1 ROI

on Brand-to-Demand programs with a 2.29x ROAS

Read the Full Customer Story

Influence Stakeholders Across the Buying Team

In many B2B markets, there are now 8+ stakeholders in buying committees. The latest research also indicates that in 49% of SMBs, the CEO and CFO were both highly involved in their most recent technology purchase!

With our diverse set of topics, formats, and channels, we get your brand in front of stakeholders across the buying team to earn trust and win more business.

  • Target Managers and Directors with thought leadership, how-to content, product comparisons, and offers
  • Build relationships with busy executives with easy to digest infographics, 10-Minute Takes, and expert opinions
  • Reach the CFO, CEO, and other influencers with timely content that answers their unique questions and concerns
See How Our Customers Do It Today
multiple stakeholders in the buying journey

25 Questions to Ask Your Lead Providers

Not all demand gen partners are created equal. And these days, it’s hard to know which ones have your best interest at heart and which ones are simply buying and selling lead data to turn a profit.

Save your marketing budget (and the headaches) with our handy checklist and vendor evaluation scorecard.

Download The Checklist
cover of 25+ questions to ask your lead gen partner before hiring them

Frequently Asked Questions (FAQs)

Brand-to-demand is an integrated package that combines multiple channels to meet your marketing goals. It’s a holistic approach that helps you generate in-market leads while building brand authority and affinity with buyers who aren’t yet looking for a solution, but may be soon. This approach puts your brand top-of-mind when they are ready to make a purchase.

Brand-to-demand campaigns help you:

  • Create sustainable pipeline by getting in front of buyers before they initiate their buying process and continue to build trust while they are evaluating options.
  • Tell the right story to the right audience at the right time
  • Build brand awareness and authority throughout the learning and discovery phase of the buying process
  • Capture demand by influencing key stakeholders in the buying committee who already have a high brand affinity for you

Leads typically enter our ecosystem through a Google search and identify potential vendors from our bottom-of-the-funnel content across our portfolio websites. After evaluating the best options, they click through and engage with your website or content. If no click action is taken, we retarget them through content syndication until they are ready to start their buying journey.

If visitors are only interested in top-of-the-funnel content on our portfolio websites, we can tell they aren’t seriously considering solutions.

But when they interact with our bottom-of-the-funnel decision-making content, we’re able to use Traction Insights, our proprietary intent platform, to pinpoint the account researching solutions and retarget them with content syndication or display ads until they’re ready to raise their hand and connect with vendors.

Ready to build sustainable pipeline?

Book a Strategy Call