The Principles of B2B Marketing

According to world renowned experts Les Binet and Peter Field, marketers need to follow five key principles in order to maximize the effectiveness of their B2B advertising campaigns. Watch our exclusive readout of our new research in partnership with Les Binet, Peter Field, and the IPA. From investing in your share of voice to balancing brand and activation, our research analyzes the patterns in B2B marketing to determine which marketing strategies lead to the most growth.

In this lively discussion, we cover key takeaways from the study, including:

What the optimal balance is between long-term brand building and short-term sales activations
Proof that emotional B2B ads are more effective than rational ads for brand building
Why customer acquisition, not customer loyalty, is the biggest driver of growth in B2B

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