B2B Brief | 27 Sep 2024
Emotional connection, clarity and no celebrities, please. A recent study found that “creative” B2B ads led to a 40% increase in purchase consideration among BDMs. Full report by MAGNA Global and LinkedIn can be found here.
Turnover in B2B marketing and sales roles has been trending upward for five years, with a rise in reported feelings of imposter syndrome. Relatable stuff.
More awesome research, from Branded by Berkeley , that shows that on average, less than half of all B2B brands truly stand out to audiences, with many organisations struggling to create strong brand identity.
"Just stop. NOW. It's really that simple." Not entirely B2B-specfic, but connected. I did want to put this in here, as it's an important issue that needs to be tackled.
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"I’m surrounded all day long by people who care about data, but yet the audience, the people consuming the data, are the people who are making decisions..."
I run a research team, so might be biased - but TopRank Marketing seems to agree with me: Original research can influence the bottom line, by underpinning key positioning elements of trust and knowledge.
We know that we have a gap between our old leads-based processes and what the customer is telling us that they want, and need, to buy from us. It’s time for a revenue process transformation.
Making the most of your current assets can help you finish the year strong, even if you don’t have the runway or resources to create net-new content or programs in Q4.
Head of Marketing @ TwentyCi & TwentyEA, Mini MBA Alumna.
5 个月Finally, people are getting fed up with celebrities who as a majority have nothing of value to offer or say.
Market share and consumer insights using transactions data
5 个月Particularly interesting in the chart that 'clear message' just doesn't resonate with non-buyers. Although, I suppose if the message is clear, there's no need to research further.
Global Marketing Leader | Director of Agency Development + Marketer Education @LinkedIn APAC | Board Member, IAB & IAA | Integral Coach
5 个月Great stuff as always, Jake! Love the year-end wins idea, making the most of current or best-performing assets from the year can be under-rated.