---
title: "Using Your Brand To Drive Demand | DEMAND Conference"
url: https://metadata.io/resources/demand/why-brand-drives-demand
description: "Dave Gerhardt and Kyle Lacy (SVP Marketing, Seismic) discuss how brand storytelling fuels demand generation and the optimal budget split between brand and pipeline."
source: metadata.io
---

Brand and demand are not opposing forces. The best B2B companies use brand storytelling as the engine that fuels their demand generation strategy.

### Dave Gerhardt & Kyle Lacy

Founder, DGMG · SVP of Marketing, Seismic

## Brand Stories Start at the Top

Leadership should drive messaging development, though input from managers, contributors, and customers strengthens adoption. Story is strategy — executive involvement in crafting narratives is essential for authentic, consistent brand building.

## Revenue Must Precede Budget Growth

Before expanding branding investments, organizations need sufficient cash flow and proven ROI. Smart budget allocation — 70% for pipeline generation and 30% for branding — helps justify increased spending and build the case for greater brand investment over time.

## One-Word Positioning

Simple naming conventions create powerful brand hooks. Drift's "conversational marketing" terminology became an industry standard, allowing customers to advocate for the concept itself. The lesson: own a category-defining term and let it do the heavy lifting for your brand.