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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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  1. Chart showing increased share of voice leads to increase in share of market. Source: IPA Databank, 1998-2018 B2B Cases.
  2. Chart showing that the investment balance between Brand and Activation skews toward Activation since sales is harder. Source: IPA Databank, 1998-2018 B2B Cases.
  3. Chart showing business growthby loyalty (existing customers), acquisitions (new customers), and broad reach (all customer) strategies with broad reach strategy yielding the greatest growth. Source: IPA Databank, 1998-2018 B2B Cases.
  4. 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.
  5. 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.

The 5 Principles Of Growth In B2B

  • In B2B, brands that set their share of voice (SOV) above their share of market (SOM) tend to grow.

  • In B2B, brands should balance the budget between long-term brand building and short-term sales activation with a 50/50 split.

  • In B2B, customer acquisition strategies tend to be much more effective than loyalty strategies.

  • 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.

  • 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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