In 2025, marketers looking to grow their business in IT spheres are facing an uphill climb. There is an unparalleled amount of information, resources and outlets for IT managers and senior executives, but little time to search for, read and digest that information, and the challenges that IT teams are facing are becoming more and more complex, and the technology required to respond to these issues more and more intricate.
ITPro’s Future Focus 2025 report underlines that audiences that are in the market for cyber security solutions prioritize ‘independently-sourced evidence showcasing the brand’s quality and proficiency, rather than just relying only on factors like cost’. Consequently, one of the most sought-after strategies in 2025 is brand-to-demand campaigns: highly-targeted, customer-centric, offering seamless customer journeys that drive awareness to conversion - tailored for busy professionals with little time to seek out solutions.
For marketers, the benefits of running brand-to-demand campaigns include lower costs and higher value, with the emphasis being firmly on quality rather than volume, and building trust relationships with new customers.
Here are some key components of a brand-to-demand campaign:
- Raising brand awareness through display and video content
- Multi-channel digital experiences
- Centralised brand immersion through dedicated content hubs
- Data-driven insight informing next-stage funnel nurturing and personalised messaging
- In-person or virtual events providing wider opportunities for interaction
- Marketing and sales alignment to drive leads to conversion through campaign-wide scoring models
In 2024, Cohesity approached Future as they were looking to engage audiences interested in cyber security solutions. The campaign, featuring a mix of brand awareness and lead generation, delivered very high CTRs, webinar attendances and qualified leads.
Take a look at the case study via the link below.
