B2B Excellence - Why invest in brand when you can have leads
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.
We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.
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Main POV - Why invest in brand when you can have leads
Summary
Leads are great.
It’s easy to report back to business on ROI.
The business gets it. “Leads” = good.
But the reality is somewhat sadly different.
Leads are not always good. Sometimes, they are emails given in exchange to read your gated content, attend your event, and have zero intent to buy right now. At worse, they are wrong emails provided in an attempt to receive the above collateral.?
Buyers are smart, when they’re ready to buy, they know where to find you.
The question is, is your time better invested in chasing buyers not yet ready to buy, or investing in brand building and brand experience?
Would your resource and marketing efforts have a more profound effect if you truly inspired your future buyers?
Wunderman Thompson has put together a research-backed piece of insight that reinforces the impact of truly inspiring your future buyer.
Key Takeaways -
2.2x more likely to be remembered when buyers are in market
2.7x more likely to be rated as having better products/services
20% more trusted as brands
16% more likely to be recommended by buyers
2x more likely to be strongly considered by buyers
5.3x more likely to be buyers’ first choice
领英推荐
Key Extracts I Really Liked
“Embracing inspiration is a smart blue-ocean strategy
Your competitors are overfishing in the red ocean—
using functional, information-heavy communication
that lacks distinction and, we are beginning to realize,
effectiveness. The unfished blue ocean recognizes
the importance and potential that comes from
inspiring buyers, not just informing them”
“Recognize the B2B sales journey has changed, possibly for ever”
?“It is important that you resist the received wisdom that a B2B sale takes 18 months or more. In truth, buyers enter the sales cycle at different points, not always at the beginning”
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Conversations or articles I liked this week
Archive Content (oldies but goodies)
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Storyteller-in-Chief. Driving brand growth through strategic content.
1 年Wise words Chris, love it. Measurability of brand work is a real challenge, especially for startups to grasp when they need to sell sell sell to be viable, but it's the system of consistency, positioning, targeting and reputation management that gets results long term. White paper looks great ??
Founder, humanworks | A content marketing agency doing B2B differently | B2B Content | Strategy | Communications | Ex: BBC Journalist For 17 Years |
1 年Nice one Chris. Have downloaded that white paper.. little Monday morning read ??
Ik help B2B-marketeers met Demand Generation, zodat ze top-of-mind worden bij hun ideale klanten. 150 marketeers volgen nu mijn training | Community Builder | Trainer | Fractional CMO
1 年Invest in your brand by creating memorable experiences pays off. How? Try to become famous in your category.