Post by account_disabled on Oct 10, 2023 4:37:20 GMT
B2B businesses represent one of the fastest-growing sectors of the marketing industry and are increasingly prominent within the economy as a whole. Ten of the top 20 biggest companies in the world are substantially B2B in their marketing efforts. B2B digital ad spending has more than doubled since 2017 and is growing at 23% year-on-year according to the most recent analysis from eMarketer. Additionally, analysis of recent startup funding rounds and public market debuts reveals that the majority of these fast-growing companies are B2B businesses, that is to say, they sell goods and services to professionals who are buying on behalf of their enterprises.When it comes to their contribution to the acceleration of digital transformation and the advance of globally connected businesses, the B2B sector is coming of age.
Yet, as our new research collaboration with WARC and LIONS, Phone Number List The B2B Effectiveness Code, demonstrates, a significant marketing investment by B2B businesses still falls short of delivering long-term growth. The increased skew towards short-term, rational and tightly targeted campaigns is actually leading to a decline in effectiveness.For this latest analysis, we partnered with leading marketing effectiveness expert James Hurman (who previously created the Effectiveness Code framework for B2C marketing in partnership with Peter Field) to evaluate 435 B2B case studies from the WARC and LIONS effectiveness databases that were submitted between 2010 and 2021.
It has been over a decade since the pioneering work of Professor Byron Sharp and the Ehrenberg Bass Institute demonstrated the importance of reach, brand-building and broad targeting in How Brands Grow. It has been almost as long since Les Binet and Peter Field produced The Long and the Short of It, the groundbreaking work which quantified the different outcomes achieved by short-term tactical activations versus long-term brand awareness campaigns.In our own research, the B2B Institute at LinkedIn has worked with both Ehrenberg Bass and Binet & Field to build a B2B-specific picture of their key pieces of work. We continue to partner with the most exciting marketing thinkers of our time to understand the specifics of marketing effectiveness and brand-building for B2B businesses the world over.Despite these efforts, the marketing industry’s understanding of how to build value through B2B marketing for the long run remains patchy, at best. As David Tiltman, VP of Content at WARC and a global leader in marketing effectiveness research, puts it: “B2B marketers are often basically seen as sales enablers. They're there to just support the sales function, rather than to drive strategic growth. Marketing in the B2B space could be a lot more.”To change that, and to help B2B marketers to deliver on the “more” that Tiltman describes, The B2B Effectiveness Code sets out to codify what B2B effectiveness looks like, to explain how it relates to creativity and to decipher the specific commitments required to make marketing creative a growth driver that contributes to long-term success.
Yet, as our new research collaboration with WARC and LIONS, Phone Number List The B2B Effectiveness Code, demonstrates, a significant marketing investment by B2B businesses still falls short of delivering long-term growth. The increased skew towards short-term, rational and tightly targeted campaigns is actually leading to a decline in effectiveness.For this latest analysis, we partnered with leading marketing effectiveness expert James Hurman (who previously created the Effectiveness Code framework for B2C marketing in partnership with Peter Field) to evaluate 435 B2B case studies from the WARC and LIONS effectiveness databases that were submitted between 2010 and 2021.
It has been over a decade since the pioneering work of Professor Byron Sharp and the Ehrenberg Bass Institute demonstrated the importance of reach, brand-building and broad targeting in How Brands Grow. It has been almost as long since Les Binet and Peter Field produced The Long and the Short of It, the groundbreaking work which quantified the different outcomes achieved by short-term tactical activations versus long-term brand awareness campaigns.In our own research, the B2B Institute at LinkedIn has worked with both Ehrenberg Bass and Binet & Field to build a B2B-specific picture of their key pieces of work. We continue to partner with the most exciting marketing thinkers of our time to understand the specifics of marketing effectiveness and brand-building for B2B businesses the world over.Despite these efforts, the marketing industry’s understanding of how to build value through B2B marketing for the long run remains patchy, at best. As David Tiltman, VP of Content at WARC and a global leader in marketing effectiveness research, puts it: “B2B marketers are often basically seen as sales enablers. They're there to just support the sales function, rather than to drive strategic growth. Marketing in the B2B space could be a lot more.”To change that, and to help B2B marketers to deliver on the “more” that Tiltman describes, The B2B Effectiveness Code sets out to codify what B2B effectiveness looks like, to explain how it relates to creativity and to decipher the specific commitments required to make marketing creative a growth driver that contributes to long-term success.
