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.
Last updated 19 April 2024
