The vertical axis of the Demand Compass. Do they know you? You develop it over time, and it fades slowly.
Brand Awareness is one of the two axes of the Demand Compass. It measures how well an account knows you, independent of whether they are ready to buy. Awareness is developed: you build it deliberately over time.
It fixes the MQL's deepest error, treating awareness and readiness as one thing. Separating awareness out means you stop pushing meetings on accounts that merely know you, and you stop calling an account cold just because it never filled a form.
You raise the awareness score with three motions, Outbound, Inbound and Nurture, and you read it from signals like connections and follows, reactions and comments, newsletter engagement, event and badge scans, ad engagement, and branded or direct site visits.
Use the awareness axis to decide whether an account needs developing (build recognition) or is ready for a readiness play. High awareness plus low readiness is Nurture; low awareness is Cold or In-Market.
An account that follows your newsletter, reacts to your posts, and attended your event has a high awareness score, even with no buying activity yet. They know you.
Awareness pairs with Readiness to Buy to place every account in one of four quadrants. Unlike readiness, awareness decays slowly, see the decay rule.
From The Demand Compass: The Signal-Based GTM Framework for B2B Marketing Leaders in Complex Sales, by David Moreira and Marcos Stubrin (automate rev.ops.).
ISBN 979-8-9969092-1-6 (paperback). Get the book →