![]() Investment in brand building matters – otherwise the odds are stacked against you ![]() ![]() They’re directing the vast majority of their time, efforts and attention to short-term demand-gen, rather than building their brand. So if this is true (and they have lots of data to back it up), you can see where most B2Bers are going wrong already. Invest 54% of your budget in sales activation and 46% in long-term brand building, according to Binet & Field. The secret is out: there is a winning formula for more effective B2B marketing Talking regularly to clients, industry folk and other like-minded B2B ne’er do wells, it’s apparent a fair few people are yet to stumble upon these new insights so I thought I’d try to do the honourable thing for a change and spread the word. The LinkedIn B2B Institute, Ehrenberg-Bass Institute, and WARC, among other parties, have played a blinder with illuminating report after report. These past 12 months, we’ve been blessed with an ‘M20 truck stack’ of new research into the field of B2B.
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