Dear Trenchers,

Measuring brand awareness can be tricky, but it's crucial for driving sales.

In this newsletter, we'll dive into 4 effective ways to gauge how well your brand is resonating with your target audience.

From sales feedback to website visits, we'll show you how to identify the signs of a strong, impactful brand.

Let's get started!

1) Sales Feedback

One of the clearest indicators of brand awareness comes directly from your sales team. Here’s what they might say when brand awareness is low:

• "Our target accounts don't recognize our brand, so they ignore our outreach."

• "We lose deals because our competitors are more well-known, and buyers don’t trust our brand enough."

Conversely, when your brand awareness is strong, your sales team will have a different story to tell:

• "Prospects already know what we offer and come to us with specific questions about our products."

• "Some buyers have already chosen us as a preferred option before we even speak. They just need help convincing their colleagues."

• "I've had buyers walk into meetings with a printed stack of our case studies, ready to discuss how we can work together."

Sales feedback is a powerful real-time pulse check on how well your brand resonates with your target market.

2) Attribution

Attribution helps you trace the path that leads buyers to your brand, providing valuable insights into brand awareness.

• Self-Attribution: During discovery calls, listen carefully when prospects say things like, "I've been following your brand for a while," or "I heard about your solution from someone I trust." These comments are direct indicators that your brand is on their radar and influencing their decision-making process.

• Digital Attribution: Use tools to track how many touchpoints occur before that first call. When you see multiple people from a target company engaging with your content—reading blog posts, attending webinars, or downloading whitepapers—it’s a sign that your brand is gaining traction within that account.

3) High-Intent Website Visits

Another strong indicator of brand awareness is when you start seeing increased traffic from ICP target accounts to your high-intent website pages.

• What to look for:

  • Multiple visits from ICP target accounts.

  • Visits to key pages like product details, pricing, and integrations.

• Why it matters:

  • When several people from the same account are visiting these pages, your brand is being seriously considered.

  • As Ann Handley says, “If content is the hero, then data is the superhero.” These visits are your data-driven proof of brand awareness.

• What it tells you:

  • Your brand is on their radar.

  • They’re digging into the specifics, which often means they’re moving closer to a decision.

Tracking these visits helps you see how well your brand resonates with your target audience.

4) Content Engagement

Measuring brand awareness through content engagement can be tricky, but it’s an important metric. Here’s how to approach it:

• Consider the Type of Product:

  • SaaS/Tech Products vs. Expertise Services:

    • For expertise services (e.g., consulting, training), repeated engagement with expert content often indicates strong brand awareness.

    • For SaaS/tech products, engagement alone might not equate to awareness. Someone might follow a SaaS leader and engage with their content, without fully understanding what the product does or if it’s relevant to them.

• Focus on Content Topics:

  • Relevance is Key:

    • For tech products or SaaS companies, the content needs to feature your product to build brand awareness.

    • Examples include:

      • Multiple engagements with product ads leading to high-intent website visits.

      • Several buyers from a target account signing up for a webinar. The webinar teaches them how to solve a problem your product addresses, featuring your product in the process.

• Evaluate the Level of Engagement:

  • Depth Over Surface-Level Interaction:

    • A simple "like" on a LinkedIn post doesn’t necessarily indicate brand awareness.

    • Look for multiple recent engagements with relevant content—like shares, comments, or sign-ups for in-depth content—that suggest a deeper understanding and interest in your brand.

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