Marketers have traditionally been forced to make hard tradeoffs between their brand and demand activities and decide how to shift budgets when new challenges arise. In most cases, brand-building efforts typically lose out to demand as marketers focus on short-term initiatives to fill the sales pipeline and generate revenue.

Yet more and more marketing leaders faced with larger buying committees and longer buying cycles are realizing the need for a balance and a stronger link between their brand and demand activities. To build on this, we recently sat down with John Arnold, B2B Principal Analyst at Forrester to discuss the benefits of a holistic brand and demand strategy and why Connected TV (CTV) advertising is an important channel marketers must pay attention to when building stronger brand awareness before prospects begin the buying process.

Listen to the full recording of our virtual event here and keep reading for our key takeaways on holistic brand and demand and how account-based CTV fortifies these efforts.