Brand-building draws customers closer to the brand and offers them value so they can better experience what the brand is about. Where sales activation is the quick movement from prospect to customer, brand-building is all the work done before (and even after) to get the customer’s attention and to keep them focused.īrand-building involves generating awareness of what you have to offer, often through direct advertising campaigns or sponsorship.

In other words, you need to build your brand. In order to get that customer to the point where they’re ready to buy, you need to engage with them to build trust and understanding. These marketing efforts will help you to be found by your buyers and give your customers the little extra nudge they need to finally buy the product or service they were researching.īut this isn’t to say that sales activation is a one-and-done step. You just need to get that person over the immediate hurdle of buying, making that one move from prospective customer to paying customer.Ī sales activation campaign might include things like running Google Search Ads focused on bottom-of-funnel search terms, doing search engine optimization (SEO) to rank for buyer-intent keywords or running Facebook retargeting to bring a prospect back to an abandoned shopping cart. In most cases, these might be always-on campaigns with immediate results to be gained.

Digital activation meaning