Brand awareness vs. demand generation expenses of B2B companies worldwide 2021

Published by
Julia Faria,
Mar 20, 2024
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

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Release date

July 2022

Region

Worldwide

Survey time period

October and November 2021

Number of respondents

550*

Special properties

*B2B organizations

Supplementary notes

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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