The 5 Principles Of Growth In B2B Marketing

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.

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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.

Chart showing increased share of voice leads to increase in share of market. Source: IPA Databank, 1998-2018 B2B Cases.

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.

Chart showing the impact of different types of campaign objectives (i.e. Fame, Awareness, Perceptions, Activation) on business growth. Fame is shown to be the most effective in maximizing growth in B2B. Source: IPA Databank, 1998-2018 B2B Cases.

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.

Chart showing data that supports leveraging rational messaging for in-market customers and emotional messaging for out-of-market customers. Source: IPA Databank, 1998-2018 B2B Cases.

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The 5 Principles Of Growth In B2B

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