Our Approach
Brand to Demand
Two things most agencies view as separate. One thing we’ve always believed.
What is brand-to-demand marketing?
Most agencies will tell you brand and demand are two different things. Two different budgets. Two different teams. Two different conversations. And to be fair, a lot of them are set up that way.
But let’s see what happens when you run brand and demand separately…
Your PR team earns a great placement and your demand team never sees it.
Your demand team figures out which messages convert, and your PR team keeps pitching the old ones.
Your buyer gets a different story in every channel, and nobody notices because nobody’s talking.
But we noticed.
Brand-to-demand is our answer to that silo problem. It’s an approach that recognizes how brand and demand are doing the same job from opposite ends, and they get a lot better when they’re working from the same playbook.
What does brand-to-demand look like in practice? Your media coverage feeds your ad targeting. Campaign data sharpens your pitch angles. The thought leadership your exec publishes on Tuesday makes the sponsored post on Thursday land differently.
It sounds intuitive — even obvious. And that’s because it’s right. It’s what happens when the people running your brand and the people running your pipeline are finally in the same room.
PAN’s brand-to-demand approach helps move people to action and brands to the next level. For our B2B tech and healthcare clients, the proof is in the numbers:
increase in share of voice quarter over quarter
increase in brand reach year over year
increase in MQLs at a 50% lower CPA (month over month)
Here’s the part we think matters most.
Even if you only come to us for PR, your program is still being shaped by the audience intelligence and buyer signals that a demand program depends on.
In other words…
You don’t have to buy everything for everything to work better.
Here are our services that span from brand to demand.
