LinkedIn, together with the IPA, Les Binet and Peter Field, surveyed close to 4,000 B2B marketers across 22 markets to study the interplay of brand and demand marketing.
We found that the 5 principles of marketing growth depend on a good balance of both. Here’s what you need to know:
Leverage both acquisition and customer growth strategies
When you target new and existing customers together, you’re creating 1.6x larger business effects.
Strive for ad consistency, reach and duration
Fame (or, awareness at scale) has the greatest impact on growth. Run campaigns for at least 6 months to achieve fame and the 2.2x larger business effects that it brings.
Balance shorter-term demand gen with longer-term brand campaigns
The optimal budget split between brand and demand in B2B marketing is 46:54 percent. A balanced investment drives growth.
Grow by reaching more customers than you currently have
Hyper-targeting limits reach. Target broadly to ensure you’re reaching the full buying circle and future buyers.
Use rational and emotional ads based on your objective
Rational ads are more effective in demand marketing while emotional ads work better for brand building.