Based on a study executed in late 2021, 16 percent of responding business-to-business companies worldwide invested more money into long-term brand awareness than into instant demand generation. Roughly 56 percent of respondents favored short-term demand generation on some level.
Split between brand awareness and demand generation investments among B2B companies worldwide as of November 2021
The source describes the respondent sample location as follows: "nearly half of the respondents from North America, EMEA and Asia, and the other half from Australia."
The question was posed as follows: "Which statement describes your investment split between long-term brand awareness and short-term demand generation?"
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Green Hat. (July 18, 2022). Split between brand awareness and demand generation investments among B2B companies worldwide as of November 2021 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1341028/investments-brand-awareness-demand-generation-b2b-companies-worldwide/
Green Hat. "Split between brand awareness and demand generation investments among B2B companies worldwide as of November 2021." Chart. July 18, 2022. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1341028/investments-brand-awareness-demand-generation-b2b-companies-worldwide/
Green Hat. (2022). Split between brand awareness and demand generation investments among B2B companies worldwide as of November 2021. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1341028/investments-brand-awareness-demand-generation-b2b-companies-worldwide/
Green Hat. "Split between Brand Awareness and Demand Generation Investments among B2b Companies Worldwide as of November 2021." Statista, Statista Inc., 18 Jul 2022, https://www.statista.com/statistics/1341028/investments-brand-awareness-demand-generation-b2b-companies-worldwide/
Green Hat, Split between brand awareness and demand generation investments among B2B companies worldwide as of November 2021 Statista, https://www.statista.com/statistics/1341028/investments-brand-awareness-demand-generation-b2b-companies-worldwide/ (last visited December 22, 2024)
Split between brand awareness and demand generation investments among B2B companies worldwide as of November 2021 [Graph], Green Hat, July 18, 2022. [Online]. Available: https://www.statista.com/statistics/1341028/investments-brand-awareness-demand-generation-b2b-companies-worldwide/
