Measuring Brand Awareness

"Brand ROI is impossible to measure" Unless you use THESE 8 metrics 👇 ♻️ The "Brand Growth Loop" Track these 8 metrics: 1️⃣ Brand Mentions When people mention your brand naturally on social/web Not paid. Not prompted. Just organic discussion. (This shows your brand is becoming part of the conversation) 2️⃣ "Alternative To" Pages Count how many companies list themselves as "alternatives to you" When competitors compare to you, you're becoming a known player (It means you're setting the standard in your space) 3️⃣ Comparison Mentions Track who you're being compared against 2-way = you vs one competitor 3-way = you're in the consideration set 4-way = you're a major market player (More comparisons = stronger market position) 4️⃣ Brand Terms Growth Monitor how search volume for your brand grows Track what terms people pair with your brand Watch which features/benefits they associate with you (Shows how brand awareness is growing) 5️⃣ Pipeline Impact Measure how many deals started from brand searches Track conversion rates from brand-aware leads Compare payback period and LTV vs non-brand channels (Proves brand building drives real business) 6️⃣ Review Velocity Count new reviews on G2, Capterra weekly Monitor sentiment trends over time Track which features customers praise most (Shows real customer advocacy) 7️⃣ Sales Conversations Use Gong to track how prospects mention you Listen for "I saw your content on..." Note which brand touchpoints influenced them (Proves brand impact on sales) 8️⃣ Direct Traffic People typing your URL directly Not coming from ads or search Growing across different regions (The ultimate "they know who we are" signal) Brand building needs all three of these: 1. Clear activities that drive value 2. Specific metrics for each activity 3. Constant experimentation 📌 Remember: Brand isn't just about awareness. It's a growth loop you can influence. Credit: Seedily ❤️ -- 👋 P.S. What else would you add? Always looking to improve this list!

I think we’re measuring the wrong stuff… and it’s quietly killing momentum. 2026 has to be the year we fix it. Impressions. Clicks. MQLs. “Engagement.” The real game is happening in DMs, Slack threads, forwarded newsletters, and meetings. Here are 6 metrics I’d focus on in 2026 GTM (and why they matter). 1) Conversations → conversions What it is: Of the conversations your content starts, how many turn into a real next step (intro, meeting, opp). Why it matters: Content doesn’t “generate leads.” It generates conversations. Pipeline comes from what you do next. How to track: Tag every inbound convo (DM/email/reply) and mark the outcome: no fit / nurture / meeting / opp. 2) REAL ICPs engaging with content What it is: Not “engagement.” Engagement from the right people (titles, seniority, company tier, intent). Why it matters: 1 CFO at a target account > 1,000 random likes. How to track: Maintain an ICP list (titles + account tiers) and measure: % of engagers who match ICP of target accounts engaged per week repeat ICP engagers (X touches in 30 days) 3) Brand mentions inside ICP-relevant conversations What it is: How often your brand comes up when your ICP is discussing the problem you solve (not when you post). Why it matters: This is the difference between “content that performs” and a brand that gets recommended. How to track: Collect signals: customer calls (“we heard about you from…”), community moderators, partner chatter, dark social screenshots, and sales intel. Even a simple monthly “mention log” works. 4) Conversation velocity What it is: The speed from publish → first qualified conversation, and from convo → meeting. Why it matters: Velocity is the earliest indicator your messaging is landing. If it’s slow, you’re not sharp enough yet. How to track: time-to-first-ICP-convo after a post/report time-to-meeting after first touch “conversation depth” score (comment → DM → problem share → meeting ask) 5) Brand + category position What it is: Are you being associated with a clear “lane” (category/point of view) or just “a vendor who posts”? Why it matters: In 2026, positioning is distribution. If people can’t summarize your POV in one sentence, you’re invisible. How to track: Quarterly “message recall” check: ask prospects/customers: “What do we do?” “What do we believe?” “What are we known for?” 6) Dark social + word-of-mouth What it is: The off-platform sharing that actually drives deals: forwards, screenshots, Slack drops, “my friend sent me this.” Why it matters: A huge percentage of B2B buying happens in private. If your GTM can’t see dark social, you’re flying blind. How to track: “How did you find us?” (mandatory field) inbound screenshots / Slack mentions private replies after posts If your 2026 GTM dashboard doesn’t include conversations, ICP quality, dark social, and category position, it’s going to keep optimizing for attention… while someone else captures intent.

ive been the creator/influencer for brands such as HubSpot, Notion, and Tracksuit and ive hired creators/influencers for my clients. most creator partnerships fail because brands and creators talk past each other. here's how to set up your next creator relationship for success (part 1 here, part 2 in the comments): I. set up the right foundations 𝟭/ 𝗯𝗿𝗶𝗲𝗳 𝘁𝗵𝗲𝗺 𝘄𝗶𝘁𝗵 𝗼𝗻𝗲 𝗵𝗲𝗿𝗼 𝗺𝗲𝘀𝘀𝗮𝗴𝗲, 𝗻𝗼𝘁 𝗳𝗲𝗮𝘁𝘂𝗿𝗲 𝗹𝗶𝘀𝘁𝘀 instead of dumping ten features that you need featured in the posts, nail the one core insight you want your creators to talk about. creators thrive with constraints, not checklists. 𝟮/ 𝗴𝗶𝘃𝗲 𝘁𝗶𝗺𝗶𝗻𝗴 𝗳𝗹𝗲𝘅𝗶𝗯𝗶𝗹𝗶𝘁𝘆, 𝗻𝗼𝘁 𝗿𝗶𝗴𝗶𝗱 𝗱𝗮𝘁𝗲𝘀 "post between march 15-20" beats "post on march 17." creators know their audience rhythms. a range lets them pick when engagement peaks. 𝟯/ 𝗯𝗿𝗶𝗲𝗳 𝘁𝗵𝗲𝗺 𝗹𝗶𝗸𝗲 𝗷𝗼𝘂𝗿𝗻𝗮𝗹𝗶𝘀𝘁𝘀, 𝗻𝗼𝘁 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝘀𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿𝘀 give them the story like you're pitching a reporter. the why it matters, what makes it newsworthy to get them excited about why their audience should care. they dont have the internal context. 𝟰/ 𝗴𝗶𝘃𝗲 𝗲𝗮𝗿𝗹𝘆 𝗮𝗰𝗰𝗲𝘀𝘀 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 / 𝗿𝗲𝗽𝗼𝗿𝘁 / 𝗲𝘃𝗲𝗻𝘁 𝘀𝗼 𝘁𝗵𝗲𝘆 𝗰𝗮𝗻 𝗰𝗿𝗲𝗮𝘁𝗲 𝗮𝗻 𝗼𝗳𝗳𝗲𝗿 "i got early access to this, here's what i found" beats "here's what the brand told me to say." exclusivity creates authenticity. 𝟱/ 𝘀𝗲𝗻𝗱 𝘁𝗵𝗲𝗺 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝘁𝗼𝗿𝗶𝗲𝘀 𝗮𝗻𝗱 𝗿𝗲𝗮𝗹 𝘂𝘀𝗲 𝗰𝗮𝘀𝗲𝘀 don't make creators guess what resonates. share 2-3 customer testimonials, case studies, or problem statements. gives them ammunition for authentic storytelling. 𝟲/ 𝗯𝘂𝗶𝗹𝗱 𝗶𝗻 𝗮 𝘁𝗲𝘀𝘁 𝗽𝗼𝘀𝘁 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 one low-stakes post lets you see their style, gauge audience reaction, and adjust the brief. cheaper than committing to 10 posts and realising the fit is wrong. part 2 in the comments (linkedin character count limit lol): II. creative control & execution III. contracts & compensation IV. measurement & optimisation == the uncomfortable truth? most creator/influencer partnerships underperform because brands give no direction or too much control. clear vision + creative freedom + contractual clarity = actual results.

Want to see brand storytelling done right? Etsy’s 20th anniversary "What it Takes"  campaign reminds us that being original, human-centric, and true to your values builds trust *and* stands out. Let's break it down... Devoid of traditional (and expected) branded flair, the campaign shifts attention to the creators—the users—and what it takes to produce the one-of-a-kind items that fill the marketplace. Instead of focusing on the highly-visual products, this quiet tribute celebrates the power of originally, the need for human connection, and the richness of craft through telling the stories of three makers. As Etsy CMO Brad Minor put it, this is about “celebrating originality” in a world that often prioritizes convenience. I often advise that content should educate, inspire, or entertain. This hits all three. Through a mix of in-person events, social video, and UGC, the campaign (by Orchard) successfully humanizes an otherwise intangible online space. In a great breakdown for DesignRush, Roberto Orosa surfaces three key lessons: 1. As mass production and AI-generated products grow more common, shoppers are increasingly drawn to brands that feel human and handmade. 2. By showing the hard work behind creativity, the platform shifts the narrative from product to process. 3. It’s one of the cleanest examples of how brand storytelling can focus not on what’s being sold, but on why it matters. 🌟 Takeaway: As trust becomes the biggest currency in brand-building, stories about your people, your purpose, and your process ensure you’ll never run out of original ideas. See the Etsy “What it Takes” campaign in action: https://lnkd.in/gSE4HYJ2 Full article via DesignRush: https://lnkd.in/gmFTzYDz Video credit: https://lnkd.in/g4rtY_cw

I asked David Protein co-founders Peter Rahal and Zach Ranen for their TikTok Shop playbook. Here’s what I learned: They’ve sold over 50K products through TikTok Shop and received over 60M impressions on the platform. They launched nine months ago. TikTok Shop is not just a sales tool, it’s an awareness tool. “Beyond the actual product sold, we believe most of the value from our TikTok presence is the awareness it generates for David.” A big piece of their success has been creating an affiliate flywheel. “Initial creators gain traction when they post videos featuring David, which leads to more creators wanting to copy that success, so on and so forth.” They go live on TikTok twice a week (sometimes more). “TikTok’s algorithm seems to reward creators and brands that supplement traditional video posting with Lives.” They’ve embedded TikTok Lives into their new hire onboarding. “Every employee goes live in their first week on the job.” One insight they’ve discovered is that variety packs and smaller-ticket items consistently perform best. “This reinforces how important TikTok is for us as a discovery channel, not just a sales channel.” There are some data limitations when selling on TikTok Shop. “Email addresses are hashed, so it's harder to build direct relationships with contact like follow-up emails checking in on order satisfaction.” Storytelling and selling don’t have to be opposites. “It’s a hyper-direct and hyper-real form of storytelling. The result of that authenticity is that we sell on the platform.”

Never miss a chance to participate in industry exhibitions and forums. They are a perfect opportunity to understand the industry better, study competitors and view demos (which might be difficult otherwise), engage in meaningful discussions with peers, spot trends and bets the industry is making. Above all, you will have the pride of representing your organisation, showcasing your solutions / value differentiators thereby increasing brand awareness and winning customers. I have always raised my hand at such opportunities. I love to be involved right from stall and artifacts design, story boarding demos, planning fun competitions, to making presentations at such events. It has always led to enriched learnings and valuable networking. If you have been part of multiple day expos, I am sure you can relate to how we try to identify lean timings during the day when we can leave the stall to walk around and check out others, esp the competition! To make the most of such events, here are some tips to consider: 1. Be mindful of the attendees and customer segments who will visit and plan your stall tuned to their interest areas (what do they want + what do you want them to know). What you present, how you present, aesthetics, layout- everything follows. 2. If there is info on stall layouts/spots, guest speakers and panel discussions, plan for your must visit stalls and speakers ahead of time. Rotate stall manning accordingly. 3. Dry run your demos multiple times and in the exact configuration and environment expected at the event. Obviously, rehearse your speech in case you are presenting. 4. Expos are the best time to test ideas using small pilots and gauge user reaction. 5. Everyone loves gifts and take aways. Make it meaningful and memorable. 6. Ensure all members are aware of the lead gen process and follow it diligently. And if you promise to get back to someone on any queries, do ensure you close the loop post event. 7. Do not leave your stall unattended. 8. If you are an introvert and attending one such event, do not be bothered by lack of colleagues or friends accompanying you. You can look around at your own pace and slowly you will find yourself opening up, asking questions and enjoying the atmosphere. 9. Do network and have fun! If there are post event get togethers, do not miss it. What are your favourite events and memories? #learningneverstops #industryevents #learning #networking #businessdevelopment #professionaldevelopment #eventplanning #exhibitions #selfdevelopment ----------------------- Some memories: presenting at the IoT Congress in Barcelona, giving away an Alexa to a game winner, final test of a demo setup, cheering on participants at our immersive zone at Excon

Launch marketing is one of the most powerful levers in brand building. When done well, it transforms a release into a cultural moment. It creates anticipation and ensures that demand peaks before the first sale is even made. Think of how Apple’s launches become global spectacles (https://lnkd.in/gbDKzSdi). Or how sneaker drops, beauty collabs and gaming releases trigger queues, waitlists and conversations that ripple far beyond the product itself. This strategy works because it builds memory before usage. The story around the product is shaped before it even reaches the shelves. The launch becomes a ritual, an experience in itself, and the brand earns both attention and recall in the process. In a market where loyalty is earned through emotion as much as utility, launch marketing is not just a campaign. It’s a stage where brands demonstrate vision, craft relevance and invite customers to be part of something bigger. #marketingstrategy #launchmarketing #brandbuilding #consumerinsights #marketingleadership

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing

We’re seeing a budget reallocation toward in-person events that’s unlike anything in recent years. For a while, the assumption was that digital would replace event investments. And yet... Leaders are putting people back in rooms together. Why? Because when people gather in person, something happens that dashboards can’t measure. You can see it in their eyes. You can feel it in the room. There’s a shared experience, a kind of communal energy that accelerates trust. It’s effervescent. When a leader stands on stage and tells a real story, the room changes. The audience doesn’t just process that information... They actually feel the emotion together. And that shared emotion creates alignment faster than a sequence of well-designed emails ever could. On this topic: We recently worked with an executive who was skeptical about investing heavily in brand-led events. But he completely changed his perspective after actually attending one. He saw the engagement. He felt the atmosphere. And he realized the value, even if he couldn’t quantify it on a spreadsheet. As AI increases the digital noise we all experience each day, the premium on genuine, in-person connection will continue to rise. People want to feel seen. They want to belong to something. It’s just human nature. #B2BMarketing #EventMarketing #B2BEvents

**Maximizing B2B Marketing Success: The Power of Including Channel Partners in Your Strategy** In today’s competitive B2B landscape, a robust marketing strategy is essential. However, one critical element often overlooked is the inclusion of channel partners. Integrating these partners into your marketing plan can significantly amplify your reach, enhance brand credibility, and drive sales growth. Here’s why and how you should include channel partners in your B2B marketing strategy: **1. Amplified Reach and Visibility** Channel partners have established networks and customer bases that you can leverage. By collaborating with them, you can extend your brand’s reach far beyond your direct efforts. Co-branded marketing initiatives, joint webinars, and shared content can introduce your products or services to new, highly relevant audiences. **2. Enhanced Credibility and Trust** Trust is a cornerstone of B2B relationships. Channel partners often have long-standing relationships with their clients, who trust their recommendations. **3. Optimized Resource Utilization** Channel partners can provide additional resources for your marketing efforts. They can contribute to content creation, share insights on customer preferences, and participate in events or campaigns. This not only saves time and costs but also enriches your marketing initiatives with diverse perspectives and expertise. **4. Improved Customer Engagement** Channel partners often have deep insights into their customers’ needs and pain points. Collaborating with them allows you to tailor your marketing messages more effectively, ensuring they resonate with the target audience. **5. Increased Sales and Revenue** Ultimately, the goal of any marketing strategy is to drive sales and revenue. Channel partners can play a pivotal role in this by actively promoting your products or services. Their involvement can accelerate the sales cycle and open up new opportunities, leading to increased revenue growth. **How to Effectively Include Channel Partners in Your Marketing Strategy:** - **Develop a Collaborative Plan:** Work closely with your channel partners to create a joint marketing plan. Align your goals, define roles, and set clear expectations to ensure everyone is on the same page. - **Leverage Joint Marketing Initiatives:** Engage in co-marketing activities such as webinars, whitepapers, and case studies. These initiatives can showcase the combined expertise of both parties and provide valuable content to your audience. - **Provide Marketing Support:** Equip your channel partners with the necessary tools and resources. Offer training, marketing collateral, and access to your marketing platforms to enable them to effectively promote your products. - **Measure and Optimize:** Track the performance of your joint marketing efforts. Analyze the results, gather feedback, and make data-driven adjustments to continuously improve the effectiveness of your strategy.