5 Principles Of Growth In B2B Marketing
B2B marketers must balance long-term brand building with short-term sales activation. Learn strategies for growth in this new research from experts Les Binet and Peter Field.
The 5 Principles Of Growth In B2B
Invest In Share Of Voice
In B2B, brands that set their share of voice (SOV) above their share of market (SOM) tend to grow.
Balance Brand And Activation
In B2B, brands should balance the budget between long-term brand building and short-term sales activation with a 50/50 split.
Expand Your Customer Base
In B2B, customer acquisition strategies tend to be much more effective than loyalty strategies.
Maximize Mental Availability
In B2B, campaigns that aim to increase a firm's share of mind are the most effective, and the more famous they make the company, the better the business results.
Harness The Power Of Emotion
In B2B, emotional messaging is more effective in the long-term, and rational messaging is more effective in the short-term.
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Report Readout
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