Unifying Brand and Demand to Drive Sustained Growth
The 2025 Brand-to-Demand Maturity Study, conducted by ANA Business Marketing and Stein, reveals that while 100% of marketers see brand-to-demand integration as mission critical, most organizations still struggle to put it into practice.
The study uncovers how siloed structures, misaligned budgets, and measurement gaps are holding B2B marketers back—and highlights the significant upside of unifying brand and demand.
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With data showing that organizations who balance both can generate more than double the revenue, this research offers a roadmap to advancing maturity, securing C-suite buy-in, and driving measurable growth through unified brand-to-demand marketing.
What you'll find in the study:
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Benchmark data on where B2B marketers stand today across four stages of brand-to-demand maturity.
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The top barriers slowing progress, from siloed teams to outdated technology.
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Proof points showing the revenue impact of aligning brand building with demand capture.
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Insights into C-suite perspectives on integration and how to earn executive sponsorship.
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The three most critical capabilities to advance: measurement/ROI, investment allocation, and creative effectiveness.
Download the Maturity Study