The Research Is Done. Now B2B Marketers Need to Grow a Backbone.

The B2B Institute, Ehrenberg-Bass, Binet and Field – the research is in. We know that share of voice drives market share. We know that creative quality multiplies media effectiveness. We know that long-term brand investment creates compounding commercial returns.

And yet, most B2B marketing looks exactly the same as it did before any of that was proven.

In his latest piece for The Drum, True's Cos Mingides argues that the problem isn't a lack of evidence. It's a lack of conviction. The gap between what B2B marketers know and what they're prepared to stake their credibility on.

This piece is aimed squarely at the senior marketers who have read the frameworks, believe the argument, and are still finding reasons to wait. Whether you're a CMO fighting for long-term brand budget in a performance-obsessed boardroom, or a growth marketer who knows the demand gen ceiling is approaching – this piece names the thing that's actually holding you back.

The marketers prepared to act now, before the rest of the category catches up, are the ones who will be uncatchable.

Read the full article on The Drum.