Recent Financial Times research shows that 52% of business leaders and 30% of senior marketers rate their knowledge of the value of brand building as being ‘average’ to ‘very poor’.
And while B2B marketers intuitively know that there is enormous value in brand building, for too long there has been a disproportionate focus on short term due to the constant pressure for marketers to prove the return on their marketing investment to business stakeholders. And the simple fact that the value of brand building activity has been incredibly challenging to prove over the short term.
Now that’s changed.
Watch on demand as we discuss how to put 'share of search' at the forefront of your 2021 strategy, enabling you to take a much more strategic view of your marketing activity – helping to align marketing to business objectives, identify opportunities for growth and stay ahead of competitor activity.
With key insights from Jennifer Shaw-Sweet, EMEA Lead at the B2B Institute, LinkedIn, we shone a light on some of the most important research in B2B history to explore The 5 Key Principles of Growth in B2B marketing.
DISCUSSION TOPICS:
- The 5 Key Principles of Growth in B2B Marketing
- The incredible value that share of search now brings to B2B marketers
- Using short-term goals to advance long-term strategies (and having metrics to back both)
- Applying a much more competitive lens to your marketing strategy
- How to become more reactive to changes in the market
