Stein IAS’ unified Brand-to-Demand Experience (BDX) is the industry-first model to deliver connected, full-funnel experiences from brand to demand.
The BDX operational framework
These 6 strategic pillars help brands identify the different elements that need to be optimized to support the advanced delivery of unified BDX.
The BDX funnel
A unified brand-to-demand funnel framework provides the architecture for planning and building orchestrated, end-to-end experiences.
Stein IAS leverages both to support clients in realizing advanced, results-driven GTM solutions. When leveraged in conjunction with our strategic partners, BDX enables brands to more effectively and efficiently use media channels and to fully operationalize dynamic orchestration platforms like 6sense to enable an always-on funnel that seamlessly connects brand, demand and sales.
The BDX operational framework
Successfully implementing BDX requires the coordination and integration of key strategic areas including management and operations, the omnichannel customer experience, and platforms and infrastructure. It also involves close coordination among business functions ranging from sales to the C-suite. Stein IAS works with clients to optimize each pillar, providing the foundation for BDX activation.
The BDX funnel
BDX links brand and demand marketing to reach buyers across the funnel in a joined-up, progressive experience. The BDX funnel provides the framework used by the agency to deliver GTM strategies and campaigns that integrate creative, content, messaging and media to orchestrate engagement throughout the funnel.
The BDX Opportunity
Joining up brand and demand marketing to reach buyers across the funnel via a unified and more effective approach.
Reaching out-of-market and in-market buyers to cultivate future demand and harvest near-term demand
Dynamically connecting touchpoints so all efforts drive toward a progressive funnel
Integrating marketing efforts to create a consistent experience for buyers
Simultaneously building brand strength and demand strength in order to drive growth
The BDX maturity scale
Implementing the BDX model is an exercise in change management – changing the way marketing works, harmonizing messaging and creative platforms, balancing brand and demand budgets, identifying and aligning on joined-up KPIs. Our BDX maturity model can help you assess your current state, so we can support you on your journey to fully unifying brand and demand.
Under-invested in brand
Limited or no investment in brand marketing relative to demand marketing
Disconnected
Balanced brand and demand investment but still disconnected
Connected
Balanced brand and demand investment with a level of integration across creative, content and messaging
Fully unified
Brand and demand fully unified from a CX and organizational alignment perspective
Unlock sustainable growth in B2B with the BDX Playbook
Unifying Brand and Demand: The Next Step Forward for B2B Marketing
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Stein IAS is the leading brand-to-demand agency for the world’s B2B enterprises. We fuse data and technology with Big Long Ideas and experiences to drive brand progression and revenue growth.
