B2B Excellence - ROI Mindset vs Sales & Profit Mindset

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?1* ROI Mindset vs Sales & Profit Mindset

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Snippet

There is a significant difference in your marketing output based on the mindset you or your organization adopt.

If your marketing priority is delivering an immediate return on your marketing investment, you will naturally opt for tactic-based marketing.

Marketers pursuing long-term growth will naturally lead to more brand-led efforts.

This latest report from The B2B Institute highlights these two marketing mindset traits and the research they conducted based on the influence of mindset and marketing decisions.?

Key Insight

• In an economic downturn, there is extra pressure applied to justify spending. The default response is to narrow targeting to the bottom of the funnel users.
• 60/40 to split to tactics vs brand spend.
• “Over-dependence on ROI is something the marketing industry has struggled with for some time. While there is an argument that ROI plays a role within the broader marketing toolbox, it is especially limited in its ability to support marketing decisions that grow and defend market share, as well as sales and profit.“

Considerations

• The decisions you make now will impact the output later. You can take advantage of a post-recession economy by layering the foundations of more brand building.
• Striking a balance between brand and ROI-based marketing might be had. Review your measurement framework, and incorporate a broader breadth of methodologies, analytical thinking and leading indicators to help with your marketing investment rational.?
• Incorporate experiments that can show the impact of longer-term thinning. Use historical data, incorporate shorter terms tests, user case studies from other brands.

Source

Conversations or articles I liked this week.

Creative B2B Campaigns, with examples

11 reasons why most B2B companies fail at ABM

Airbnb’s earnings surge following ‘incredibly effective’ shift in marketing spend

Brand diagnosis is the brand manager’s first job, so prioritise it

Don’t confuse attention for credibility?

Measurement and Attribution are NOT the same thing

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