Five Principles of Growth in B2B Marketing

A report written by EffWeek contributors, Peter Field and Les Binet, and launched by the B2B Institute, a think tank funded by LinkedIn, is designed to shed light on the core drivers of effective B2B marketing.

Compared to Business-to-Consumer marketing, the effectiveness of Business-to-business marketing is a relatively under-studied field.

So a report written by EffWeek contributors, Peter  Field and Les Binet, and launched by the B2B Institute, a think tank funded by LinkedIn, is designed to shed light on the core drivers of effective B2B marketing.

It identifies five key principles behind effective B2B advertising and communications:

  • Invest in share of voice
  • Balance brand and activation
  • Expand your customer base
  • Maximise mental availability
  • Harness the power of emotion

Whilst these principles are similar to those which drive successful communications to consumers, they need to be differently applied to appeal to businesses. Worryingly, a recent survey of marketers by LinkedIn Marketing Solutions also suggests that many B2B marketers are doing the exact opposite of following these rules – for instance, placing more belief in loyalty-based strategies rather than customer acquisition.

You can download the full report from the B2B Institute website
Last updated 21 September 2020
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