Brand Campaigns

Domain: BrandMotion: CampaignOwner: MarketingEntity: BrandStage: Awareness

Brand

Brand Campaigns focuses on planning, executing, and optimizing targeted brand initiatives to increase market awareness, shape perception, and drive engagement with the company’s products or solutions. It coordinates execution across touchpoints so teams can move users or accounts toward the target outcome. Relevant KPIs include Brand Awareness Lift and Branded Search Volume.

Related KPIs

Metric	Description
Brand Awareness Lift	Brand Awareness Lift measures the percentage increase in the number of people who are aware of your brand before and after a specific campaign or time period. It helps assess the impact of marketing efforts on brand visibility.
Branded Search Volume	Branded Search Volume measures the number of search queries containing your company or product name over a defined period. It helps assess brand awareness and intent-to-engage from both new and returning audiences.
Cost per Aware ICP Account	Cost Per Aware ICP Account measures the average cost to generate awareness from an Ideal Customer Profile (ICP) account. It helps evaluate the efficiency of brand and demand activities focused on your most valuable target accounts.
Cost Per Aware Visitor	Cost Per Aware Visitor (CPAV) measures the cost to bring a visitor to your site or product who demonstrates brand awareness, such as through branded search or direct traffic. It helps evaluate brand-driven demand efficiency.
Direct Traffic Growth	Direct Traffic Growth measures the percentage increase in website visits that originate from users entering the URL directly. It helps assess brand awareness, recall, and loyalty.
Sales Call Brand Mention Rate	Sales Call Brand Mention Rate measures the percentage of sales calls where prospects mention your brand, product, or company unprompted. It helps assess brand recall and the influence of pre-funnel exposure.
Social Engagement from Target Accounts	Social Engagement from Target Accounts measures the number or percentage of social interactions (likes, shares, comments, follows, mentions) that come from accounts on your target account list. It helps assess brand awareness, content resonance, and early-stage intent within your ICP.